SEO Portfolio Creation: Step-by-Step Guide
Written by  Daisie Team
Published on 9 min read


  1. Identify SEO skills and experiences
  2. Gather previous SEO projects
  3. Document project goals and results
  4. Showcase technical SEO skills
  5. Highlight content creation and optimization
  6. Reveal link-building strategies
  7. Display local SEO and citation building
  8. Include SEO audit examples
  9. Present tracking and reporting methods
  10. Assemble and present your portfolio

Creating an SEO portfolio might feel like a big task, especially if you're just starting in the SEO world. But it doesn't have to be. In fact, it can be a fun and rewarding experience. A well-crafted portfolio can open doors to new opportunities, showcase your skills, and help you stand out in the crowd of SEO professionals. This guide will walk you through how to create a professional portfolio for SEO, providing a step-by-step process with clear and simple instructions. Let's get started!

Identify SEO Skills and Experiences

Before you start gathering materials for your portfolio, it's important to identify your SEO skills and experiences. Understanding what you bring to the table will help you gather relevant materials and present them effectively.

Start by jotting down all the SEO-related tasks you've done. This could include:

  • Keyword research: Did you identify high-ranking keywords for a blog post or web page?
  • On-page optimization: Have you made changes to a webpage to improve its search engine ranking?
  • SEO strategy development: Did you create an SEO plan that improved a website's traffic?
  • Analytics: Have you used tools like Google Analytics to track and improve website performance?

Remember, no task is too small if it demonstrates your SEO skills. These experiences will form the backbone of your SEO portfolio. They show potential clients or employers that you have hands-on experience and know how to create a professional portfolio for SEO.

After identifying your SEO skills and experiences, it's time to gather your previous SEO projects. This will be the next step in our guide, so stay tuned!

Gather Previous SEO Projects

Now that you have identified your SEO skills and experiences, it's time to dig into your past work. This step is all about gathering evidence of your SEO prowess. The goal here is to find specific projects where you used these skills to make a positive impact.

For each project, try to remember:

  • The problem or goal: What was the issue you were trying to solve or the objective you were striving to achieve?
  • Your role: What tasks did you handle in this project?
  • The outcome: Did your work lead to improvements in search engine rankings, website traffic, or other key metrics?

Your previous SEO projects can include anything from a personal blog you optimized for search engines to a large-scale SEO campaign for a multinational corporation. The key is to select projects that best demonstrate your SEO expertise.

So, go ahead and do some digging. You might be surprised at just how much you have accomplished. Plus, this exercise can be a great confidence booster when you see all the work you've done and the results you've achieved. It's a tangible reminder of why you're learning how to create a professional portfolio for SEO.

Document Project Goals and Results

Having gathered your previous SEO projects, it's time to get a little more detailed. This step is all about documenting the goals of each project and the results you achieved. After all, anyone can say they've worked on SEO projects, but what really matters is what you've accomplished.

For each project, you should note:

  • The specific goals: What were you aiming to achieve? Maybe it was to improve a website's ranking on Google or to increase organic traffic. Be specific about these goals.
  • The strategies used: Which SEO techniques did you apply to meet these goals? Perhaps you optimized the website's content, or maybe you implemented a link-building campaign.
  • The results: What was the outcome of your work? Use concrete numbers here. For example, you could say that website traffic increased by 30% or that the site moved up from the third page of Google results to the first.

By documenting the goals and results of your projects, you're showing potential clients or employers that you don't just do SEO—you get results. And this is exactly the kind of evidence they want to see when deciding whether to hire you. So, remember, when it comes to learning how to create a professional portfolio for SEO, the details matter.

Showcase Technical SEO Skills

Let's move on to another key aspect of your SEO portfolio: showcasing your technical SEO skills. The more you can demonstrate your technical know-how, the more attractive you'll be to potential clients or employers.

Technical SEO covers a wide range of skills, such as:

  • Website Optimization: This could involve making a website faster, more mobile-friendly, or easier for search engines to crawl.
  • Schema Markup: This is a type of code that helps search engines understand your website's content and display it more effectively in search results.
  • XML Sitemaps: These act like a map for search engines, helping them find all the pages on a website.
  • Robots.txt Files: These tell search engines which pages on a website they should and shouldn't visit.

Now, you might be wondering: "How do I showcase these skills in my portfolio?" It's simpler than you might think. For each skill, include a brief description of a project where you used it and the results it led to. For example, you could talk about a time when you improved a website's load time and saw a jump in traffic as a result.

Remember, your goal is to show that you know how to use these technical SEO skills to drive real, measurable results. By doing this, you'll be well on your way to creating a professional portfolio for SEO that stands out from the crowd.

Highlight Content Creation and Optimization

One of the biggest parts of SEO, as you know, is content. Having a knack for creating and optimizing engaging content is a skill that will put you miles ahead in the SEO world. So, how do you show this off in your portfolio? Let's dig in.

First, you want to give a snapshot of the type of content you've created. This could be anything from blog posts and articles to landing pages and product descriptions. But don't just list them—explain how you optimized them for SEO. Did you conduct keyword research to find the right terms to target? Did you craft compelling meta descriptions to increase click-through rates? Maybe you structured the content with the right heading tags to make it easier for search engines to understand. Whatever you did, make sure to highlight it.

And don't forget about results! Did your content boost organic traffic? Did it increase time spent on the page or reduce bounce rates? If so, those are key metrics to include. They show that you don't just create content, but you optimize it in a way that delivers tangible benefits.

Remember, the goal is to paint a complete picture of your content creation and optimization skills. By doing this, you'll show potential clients or employers that you know how to create a professional portfolio for SEO that truly shines.

Link-building is the backbone of SEO, isn't it? It's all about fostering connections and growing a web of quality links that point back to your site. So, let's talk about how you can showcase this crucial skill in your portfolio.

Start by detailing your approach to link-building. Are you a fan of the skyscraper technique, where you create top-notch content that naturally attracts backlinks? Or do you prefer to get hands-on with guest posting and broken link building? Whatever your preferred strategy, make sure you lay it out clearly.

But don't stop at strategies. Show off the results! Have you managed to earn backlinks from high-authority sites? Did your link-building efforts lead to a boost in organic traffic or an improvement in search engine rankings? If so, those are achievements worth bragging about.

By revealing your link-building strategies—and their results—you'll show that you're not just a link-builder, but a link-building mastermind. And who wouldn't want to hire a mastermind to create a professional portfolio for SEO?

Display Local SEO and Citation Building

Local SEO is a bit like your neighborhood coffee shop—small scale, but enormously important. It's about making sure your business shows up when people in your area search for the services you offer. And citation building? It's one of the key techniques in the local SEO toolbox.

So, how can you demonstrate your skills in local SEO and citation building? Well, it's pretty simple—show what you've done and achieved. Did you optimize a client's Google My Business listing, resulting in a spike in local searches? Or maybe you worked on getting your client listed in local directories, which led to a noticeable increase in foot traffic?

Don't forget to talk about the process too. After all, citation building isn't just about the end result—it's about the journey. Describe how you identified and targeted high-quality directories, or how you worked on maintaining consistency in NAP (Name, Address, Phone number) information. This will not only highlight your attention to detail but also demonstrate your strategic approach to local SEO.

By displaying your local SEO and citation building skills, you'll illustrate your ability to make a big impact on a local scale. And that's a pretty big selling point when you're trying to show someone how to create a professional portfolio for SEO, don't you think?

Include SEO Audit Examples

When you're trying to convince someone that you know how to create a professional portfolio for SEO, you can't skip out on including SEO audit examples. Think of it as having a doctor's appointment, but instead of checking your heartbeat, you're checking a website's SEO health.

An SEO audit is a pivotal task for any SEO professional. It's that all-seeing eye that finds the strengths to capitalize on, the weaknesses to improve, and the opportunities to seize. So, how can you showcase this in your portfolio?

Simple—show them the before and after. Did you audit a website that was struggling with a slow load speed? Show the initial speed test results, then follow up with the improved results after you worked your magic. It's like a weight loss transformation but for websites.

And don't forget to include the steps you took to get there. Maybe you optimized the images or cleaned up the website's code. Whatever it was, make sure you mention it. It's all about showing that you have a systematic approach to improving a site's SEO health.

Remember, an SEO audit is more than just identifying issues—it's about solving them. And demonstrating this in your portfolio is a sure-fire way to show that you understand SEO from the inside out.

Present Tracking and Reporting Methods

So, you've shown off your SEO audit skills, but what about your tracking and reporting methods? This part of the SEO game is like being a detective. You need to keep a close eye on the clues that data provides, and then report back with the findings. Here's how to highlight this in your professional SEO portfolio.

First, discuss the tools you use. Maybe you're a fan of Google Analytics, or perhaps SEMrush is more your style. Whatever you use, mention it. This shows you have hands-on experience with industry-standard tools. It's like being a chef and knowing your way around a kitchen.

Next, talk about your approach to tracking. This could be how you set up and monitor conversion goals, or the way you track keyword rankings over time. It's all about the details here—the more, the better. It shows you're not just going through the motions, but actually understanding what you're doing.

Finally, don't forget about reporting. This is where you show that you can take complex data and turn it into simple, understandable insights. Maybe you created a custom report in Google Data Studio, or put together a comprehensive spreadsheet. Whatever it was, this is your chance to show that you know how to communicate data effectively.

Remember, in the world of SEO, data is king. But knowing how to track and report on that data? That's what makes you the queen or king of the castle.

Assemble and Present Your Portfolio

Now that you've gathered all your work, it's time to put it all together. Think of this as curating an art exhibition. You're the artist and the curator, choosing which pieces to display and how to make them shine. So, how do you create a professional portfolio for SEO that stands out? Let's dive in.

First, choose a platform. There are plenty of options out there — from Behance to WordPress to your own custom website. What matters is picking a platform that allows you to showcase your work in a neat, organized manner. It's like choosing a frame for a masterpiece — it should enhance, not overshadow, your work.

Next, group your projects. You might want to group them by type of project, by client, or by the results achieved. The goal is to make it easy for anyone viewing your portfolio to understand what they're seeing and why it's important. Think of it like arranging dishes at a buffet — you want everything to be easy to find and appetizing.

Then, add context. For each project, provide a brief overview of the project goals, the actions you took, and the results. This is like telling a story — it helps the viewer understand the journey from start to finish.

Finally, remember to keep it updated. SEO is always changing, and your portfolio should reflect that. Regularly add new projects, and update older ones with new results or insights. This shows that you're not just skilled at SEO, but that you're staying current with the latest trends and developments.

There you have it — your guide on how to create a professional portfolio for SEO. Happy assembling!

If you're looking to improve your SEO portfolio and stand out from the competition, don't miss the workshop 'The Ultimate Role-Getting Portfolio Layout' by Jasmine MacPhee. This workshop will provide you with valuable insights and a step-by-step guide to creating a portfolio that showcases your SEO skills and helps you land the role you've always wanted.