Digital marketing, web and SEO: one role, five jobs

The job ads look alike: someone to keep the WordPress site alive, boost SEO and GEO, run HubSpot, read GA4 and Search Console, and, ideally, write a little code and build AI agents. On paper, it is one role. In practice, it is five jobs, each with its own tools, pitfalls and rhythm.

This article goes through them one by one, with a concrete example for each, then what can be automated and what is worth handing off. It complements our calculation between an agency and an in-house team and our guide to marketing automation for SMEs.

The five blocks of a digital marketing role

1. 01The website.

   Update pages, build landing pages, keep the site fast and secure.

2. 02Visibility.

   Be found on Google and cited in AI answers (ChatGPT, Perplexity, Google’s AI Overviews).

3. 03The CRM and email.

   Follow up every contact at the right pace, keep the data clean.

4. 04Measurement.

   Read GA4, Search Console and the Google Tag Manager tags, and turn them into decisions.

5. 05Automation.

   Connect the tools to one another and hand AI agents whatever repeats.

What each block demands, with an example

The website. The routine: updates, backups, one or two pages changed a week. The project: a service page overhaul or a campaign page. Example: the company is exhibiting at a trade show; it needs a landing page with a form connected to the CRM, live in two days, without breaking the rest of the site. We describe the method in Keeping a WordPress and Elementor site alive.

Visibility. The routine: read the queries that are rising or slipping, adjust titles, enrich pages. The project: a new series of pages or an audit. Example: a pricing page shows up often on Google but gets few clicks; we rewrite its title and put the answer at the top of the page, which also helps AI engines. See SEO and GEO: one work plan.

The CRM and email. The routine: sends, segments, removing duplicates. The project: a full follow-up sequence. Example: a contact downloads a guide; they receive two useful emails over three weeks, and the salesperson is alerted if they come back to the pricing page. See Running HubSpot.

Measurement. The routine: a monthly review that says what to change. The project: putting conversion tracking back on its feet. Example: visits go up, quote requests do not; it turns out the form tag stopped firing after the last site update. See GA4, Search Console and GTM: from numbers to decisions.

Automation. The routine: check that the automations are running. The project: building a new one. Example: an agent reads Search Console every week and prepares the list of pages to adjust, which a person approves. See AI agents in marketing: what to delegate, what to keep.

Can one person do it all?

They can coordinate it all. They can rarely execute it all at the right level: the developer who fixes a WordPress theme, the person who writes emails people actually read and the one who tracks down a broken tag do not have the same profile. Hiring someone very good at two blocks and competent at the other three is already a success.

Frequently asked questions

How we can complement the role

Depending on the block, we work on a specific project or on an ongoing basis, alongside the person who steers:

• the website: business website, or static site migration when WordPress costs more than it brings in;
• visibility: SEO and GEO, SEO audit and rank tracking on Google and in AI answers;
• the CRM and email: email marketing and CRM;
• measurement: AI Growth Foundation, which sets up Tag Manager, Google Analytics and Search Console, and digital marketing for a single report from search to sale;
• automation: n8n automation and AI at the right cost.

Hiring, and want to know what the person will manage alone and what will need backup? Let’s talk.