How to write an SEO specialist cover letter in 2023

Before we dig into how to write an SEO specialist cover letter, I think it is important to first address a hot topic going around the SEO marketing community and that is; “Do you even need a cover letter to get an SEO job?”

I hear both sides of the argument. Some say no, some say yes, but I like to think of job seeking as a “point system”.

If there are two candidates with nearly identical skills, résumé, and applications.

How do recruiters pick which candidate to interview, and potentially hire? The candidate who stands out the most!

So in my opinion, if you are serious about learning how to become an SEO specialist, it’s worth going the extra mile to write a thoughtful cover letter.

So with that being said:

Here’s how to write an SEO specialist cover letter step by step, after this, you may also want to check out my guide for how to write an SEO specialist resume. Lastly, included a video below that you watch if you wish to follow along that way.

Okay, let’s begin!

1. Write an introduction

The first thing you want to do when writing your cover letter is to start off with a “hook”, or introduction sentence.

With this first sentence, you are helping to engage the recruiter and get them to read your whole letter.

So it is important to get this first sentence correct!

The sentence doesn’t need to be anything fancy, it could be something as simple as:

What is your name? and what position are you applying for?

In the screenshot below I included an example hook:

As you can see, I just kept it short, sweet, and to the point.

2. Describe your background and why you’re applying

The next step is to describe your background.

So explain to recruiters:

  • Your past work experience
  • Why and how you got into SEO
  • How you educate yourself on best practices

So this is the time to mention any internships, freelancing opportunities, or past jobs.

The goal is to show the reader that you are an expert and a qualified candidate.

Here’s my example:

As you can see I mention my experience, and what excites me about SEO.

Also for this section, it may be helpful to have your résumé close by so you can remember your experiences better.

Okay, now let’s get to the next step.

3. Highlight any accomplishments or job-specific skills you have

In this next step, you’re going to tell recruiters the exact strategies and techniques you use to do SEO.

Essentially, you are showing them that you are an expert and know best practices.

So here are some things you can talk about:

  • Performing keyword research
  • Using white-hat link-building strategies
  • Adding Schema Markup
  • Optimizing Google My Business Accounts
  • Monitoring Core Web Vitals

I gave you these examples to give you an idea of what skills are relevant to mention.

Check out my example below:

But essentially, you want to include at least one strategy from On-Site, Off-Site, and Technical SEO.

By doing this you are again communicating to them that you are a well-rounded professional.

Another thing that may be worth mentioning in this paragraph is; the accomplishments you have.

If you’re a fresher to SEO you may be concerned that you haven’t accomplished anything yet.

In fact, the number one thing job seekers often say to me is:

“I don’t have any specific accomplishments to put down”

And my response is: Don’t panic!

Mentioning any unique skills is helpful. Something is always better than nothing!

Also, you may be surprised that the skills you already have are applicable to SEO.

The key is to be creative and think outside of the box – which is what we have to do all the time in SEO, right?

Here’s an example of what I mean:

In my cover letter, I mentioned that I also know how to do PPC (Pay-per-click) marketing.

Obviously, I am applying for an SEO specialist position, but I’m aiming to think like a recruiter.

Pay Per Click advertising is also a common part of a digital marketing agency so mentioning that I also have this skill, it also shows recruiters that I have a unique skill set and that I am versatile. 

Again, if you know something like how to code (e.g., HTML, Javascript, CSS) then I would mention it in this section.

Maybe you’re really good at writing, bring that up as well.

Don’t allow not having a huge amount of accomplishments to stop you from writing an awesome cover letter.

4. Explain to them why you are job seeking or why you’d be a good fit

Next, explain to recruiters why you’re seeking this job and why you may be a good fit for the position.

For this section of your cover letter, I would stand clear of just mentioning: “ I’m a good worker” or “I work hard”.

With statements like these, it is almost impossible to stand out from other applicants.

Personally, what I like to do is do some research on the company itself.

And maybe add in a sentence or two about something you noticed or liked about the company.

The goal is to connect with the recruiter and show them you really care about their position. 

Doing this can help them take you more seriously and want to discuss the position with you further.

Here’s an example:

5. Close with your contact information

The last step, close the cover letter with your contact information. 

Mention that you’re excited to potentially do the interview and the best form of contact/communication for you.

An email and a phone number does the trick.

A quick tip: I did not include it in the screenshot, but another thing I’d like to include is a link to my portfolio or a project that I’m working on.

Again, I found that including something extra like this helps me stand out even more, and increases my chances of getting an interview.

Last words about writing an SEO cover letter

The key thing to take away from writing an SEO specialist cover letter is that you want to be clear, and prompt, and give the recruiter something to catch their attention. The fact of the matter is that recruiters are very busy, and unfortunately, they don’t have the time to comb through your cover letter. So again, you want to be thoughtful with how to showcase yourself in your cover letter. If you would like support with writing and reviewing your cover letter you can leave your name, and email in the form below, and we will contact you back with rates.

    Roggie (Raj) Clark is a Senior SEO Manager, specialist & career mentor with 9 years of experience. He has worked with a wide range of clients in many industries including B2B, SaaS, Fintech, home improvement, tech-startups, dentistry, and eye care. He started the blog; Bounce Rank, as a way to help business owners grow their website traffic and to help people who want to get a job in SEO.

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