SEO Specialist in Malaysia: What Agencies Look for

SEO Executive vs SEO Specialist: Comparison

What Do SEO Agencies in Malaysia Look for When Hiring?

Agencies want problem-solvers who can turn clicks into clients.

While job descriptions may list technical skills, in reality, all SEO service providers are hiring for one thing: results. 

If you can prove that you helped a client grow organic traffic by 80% or ranked a site for competitive keywords in Malaysia, you’ll stand out immediately.

Expectations from agencies:

• Hands-on experience with SEO audits, content optimisation, and link building.
• Up-to-date knowledge of Google algorithm updates, AI Overviews, and zero-click search.
• Collaboration skills to work with designers, writers, and developers.
• Commercial mindset: Agencies value candidates who can link SEO metrics to revenue, not just rankings.

Candidates who bring case studies such as “helped a local online store increase conversions by 30% in six months” instantly gain an edge.

Who Gets Hired: Executive vs Specialist Roles?

Executives are learners, while specialists are leaders.

In Malaysia’s agencies, hiring usually happens at two main levels: executives and specialists.

SEO Executives

Fresh graduates or juniors usually land here. 

Agencies hire them to support research, reporting, keyword targeting, and basic on-page optimisation. You won’t be expected to lead strategy yet, but you’ll be expected to learn quickly, stay detail-oriented, and adapt to agency workflows.

SEO Specialists

Specialists are mid-level hires who take full ownership of accounts. You’ll be managing strategies, coordinating with clients, leading audits, and being held accountable for KPIs like conversions and ROI. 

Agencies rely on specialists to translate data into clear business wins.

“Many agencies treat the executive role as a stepping stone to a becoming a specialist” 

Perform well, and executives can expect promotion to specialist within 12–24 months. In smaller more agile agencies, the jump often happens even faster because teams are leaner.

Where Are SEO Jobs Found in Malaysia?

SEO roles cluster in tech-driven and commerce-heavy areas.

If you’re searching for an SEO executive or specialist job in Malaysia, you’ll notice most opportunities are concentrated in digital and commercial hubs where online business is booming. 

But these roles are not limited to agencies,  they also extend into corporates, eCommerce giants, and even international freelance contracts.

Major Hiring Hubs

• Kuala Lumpur & Petaling Jaya: The heart of Malaysia’s digital economy. Home to the largest SEO agencies, start-ups, and corporate headquarters. Most mid-to-senior SEO specialist roles are based here.
• Penang: A growing tech and startup hub, especially for companies serving regional clients in Singapore and Thailand.
• Johor Bahru: Driven by cross-border commerce and retail, with agencies handling clients who target both Malaysian and Singaporean consumers.
• Remote Roles: Post-pandemic, more agencies and international firms are open to remote SEO hires, giving Malaysians access to global projects.

Types of Employers

• Digital Agencies: From boutique consultancies to large multi-service firms, agencies remain the top employers of SEO talent. They’re fast-paced, client-driven, and ideal for candidates who want exposure across multiple industries. (Great entry point for juniors)
• Corporate In-House Teams: Banks, telcos, universities, and healthcare providers are now investing in SEO staff to manage their own online visibility. These roles tend to offer more stability but less variety and experience compared to agency life.
• eCommerce Platforms: Players like Shopee, Lazada, Zalora, and Shopify-driven stores hire SEO teams to compete in high-traffic niches such as fashion, electronics, and F&B.
• Freelance/Remote Work: Many Malaysian SEO specialists secure long-term contracts with companies in Singapore, Hong Kong, or the US via platforms like Upwork, Fiverr, and LinkedIn.

“Many Malaysian SEO jobs are listed on JobStreet, LinkedIn, Hiredly, and directly on agency websites. Many agencies also recruit through referrals and industry WhatsApp/Telegram groups.”

SEO Career Progression 

Moving up in SEO depends on results, not just time served.

The typical path starts as an SEO executive, then moves into a specialist role before advancing to manager. 

While the timeline usually runs between 1–5 years, progression is highly dependent on how quickly you can prove measurable outcomes such as traffic growth, lead generation, or revenue impact.

SEO Executive (0–2 years)

Fresh hires focus on the basics: keyword research, on-page optimisation, and supporting senior team members with reports and audits. 

At this stage, your value comes from accuracy, speed, and eagerness to learn, the last part is very important.

• Responsibilities: Keyword research, copywriting, meta tag updates, reporting, supporting audits.
• Skills Needed: Basic SEO knowledge, attention to detail, eagerness to learn, familiarity with tools (Google Search Console, GA4).
• Market Salary: RM3,000–RM4,000/month.

Malaysian agencies hire executives fresh out of university or from internships, so this stage will be your training ground.

SEO Specialist (2–5 years)

Specialists take charge of full accounts, run campaigns end-to-end, and are trusted with KPIs such as conversions, ROI, and long-term rankings. 

• Responsibilities: Manage client accounts, run audits, build link strategies, plan content calendars, deliver ROI, mentoring juniors
• Skills Needed: Technical SEO, analytics, client communication, tool mastery (Ahrefs, SEMrush, Screaming Frog).
• Market Salary: RM4,500–RM8,000/month.

SEO Manager (5+ years)

Managers oversee multiple accounts, lead teams, and manage budgets. At this point, your focus shifts from execution to strategy, client retention, and agency growth.

• Responsibilities: Lead teams, manage budgets, create strategies, retain clients, oversee multi-channel campaigns.
• Skills Needed: Leadership, commercial mindset, strategic planning, cross-border campaign knowledge.
• Market Salary: RM8,500–RM12,000+/month.

SEO Managers will also oversee cross-border or regional campaigns, making this a large step up on responsibilities and management.

How Can You Stand Out in SEO Job Applications?

Hiring managers are often flooded with applications where candidates claim they’re “passionate about SEO” or “know keyword research.” 

What separates those who land the job from those who don’t is the ability to show, not tell.

1. Build a Portfolio Blog

Nothing beats showing that you’ve ranked something real.

• Create a website (even a simple WordPress blog), optimise it, and work to get it on Page 1 for relevant keywords.
• Highlight your SEO process in interviews: keyword strategy, content plan, link building, and measurable outcomes.
• Choose Malaysia-relevant keywords like “best nasi lemak in PJ” or “KL home renovation tips”.  Recruiters love to see candidates who understand the local search intent, extra points for local SEO and GBP profiles too.

2. Show Tool Mastery

Agencies expect fluency with industry-standard tools.

• Be hands-on with Google Search Console, Ahrefs, SEMrush, Ubersuggest and GA4.
• During interviews, don’t just say you’ve “used the tools”, walk them through a real audit or report you created and how.
• Many Malaysian agencies rely on SEMrush and Ahrefs for competitor analysis, especially when handling clients in competitive eCommerce niches.

3. Quantify Your Results

Your CV should read like a performance report, not a job description. 

“Always include a number, timeframe, and business outcome. This proves you’re result-driven, not just task-driven.”

4. Prepare for Interviews

Be ready to explain SEO in plain simple English, especially if you’re aiming for specialist or consultant roles.

• Agencies want to know you can simplify SEO for clients who aren’t technical, because YOU will be doing the reporting to clients.
• Example: Instead of “I improved CTR by optimising meta tags,” say: “I rewrote product descriptions so more people clicked, which doubled the sales enquiries.”

For many agencies (including ours), the ability to explain SEO to a small business owner who knows nothing about SEO or digital marketing, is just as important as technical skills. 

5. Stay Current

Google and search engines are always updating, so show that you’re always learning.

• Mention awareness of AI Overviews, Search Generative Experience (SGE), and recent Google core updates.
• Stay active in SEO communities, follow industry leaders, and lurk in SEO forums like Reddit, Facebook or even Telegram.

Recruiters often ask about AI and if you have experience in ranking for AI-snippets or Google SGE. Demonstrating that you know how AI changes search behaviour in Malaysia will set you apart.

Is SEO a Good Career Path?

Yes and no. It really depends on the person.

If you love a challenge, enjoy exploring new industries, and are curious about what goes on behind the scenes of how businesses grow online, then SEO can be a highly rewarding career. 

You’ll constantly learn how different markets work,from eCommerce to finance to F&B, and no two projects will ever feel the same.

Benefits of an SEO Career in Malaysia 

• High Demand: Businesses are investing more in SEO as advertising costs rise. With Google Ads and Meta Ads becoming expensive, companies need SEO for sustainable growth.
• Diverse Opportunities: Agencies are expanding teams to meet demand in areas like:
  • eCommerce SEO:Optimising for Shopee, Lazada, and Shopify stores.
  • Local SEO:Managing Google Business Profiles and multilingual optimisation (English, Malay, Mandarin).
  • AI/SGE Optimisation:Adapting to Google’s AI Overviews and Search Generative Experience.
• Future-Proof Skill: SEO remains one of the most transferable digital marketing skills. Whether you stay in an agency, move in-house, or go freelance, the expertise stays relevant.
• Career Flexibility: Start as an executive, grow into a specialist, and later branch into management, consulting, or even launching your own agency.

Who SEO May Not Be For

While SEO offers strong career potential, it’s not the right path for everyone.

• Those who prefer predictability: SEO is fast-changing, Google updates can shift strategies overnight.
• Those who dislike numbers and analysis: SEO requires comfort with data, reports, and testing.
• Those who avoid communication roles: Specialists often explain SEO to non-technical clients; if you struggle to simplify complex ideas, agency work may be tough.
• Those who value strict 9-to-5 hours: Agency life isn’t always confined to office weekdays. At times, you may need to answer client queries or troubleshoot urgent issues over the weekend.

If you’re adaptable, curious, and driven by solving problems, SEO is an excellent long-term career in Malaysia. If you prefer stable, routine work with minimal change, it might not be the best fit.

Conclusion: Ready to Get Hired by an SEO Agency in 2025?

Agencies will always value candidates who combine technical expertise with a commercial mindset. 

The question is: are you ready to show what you can deliver?

At Rankpage, we’re on the lookout for results-driven SEO specialists in Malaysia who don’t just talk rankings but actually deliver them. 

If you’ve got the skills, the passion, and the proof to back it up, here’s your chance to join Malaysia’s first AEO-focused agency and help shape the future of search. 

What you’ll enjoy at Rankpage:

• Performance bonuses that reward real impact
• Solid medical benefits
• A super convenient location in KL Sentral
• A modern office space (yes, with snacks)

If that sounds like your kind of workplace or career, you know where to find us.