Upwork for SEO Specialists: How To Start Earning with Upwork at Home

Think Upwork is just another freelancing platform? Think again. It's a treasure map for digital mercenaries ready to turn their optimization skills into cold, hard cash — and today, we're decoding the secret scrolls with Tamara Levit, the Yoda of Upwork earnings.

During a mind-blowing Collaborator webinar, Tamara dropped knowledge bombs about:

• What opportunities does Upwork offer for SEO?
• How to stay competitive and land contracts?
• How to conduct market research to conquer the platform’s algorithms?
• How to use Upwork’s features for lead generation, and more.

We've also distilled Tamara's presentation into a treasure trove of actionable insights that'll transform you from a digital wanderer to an Upwork revenue wizard. Ready to level up? Let's dive deep!

Tamara Levit

Senior Technical AI Product Manager, IT Sales Consultant

On Upwork, those who don't study the platform lose. It’s the most effective channel for quickly landing projects and earning income.

Upwork is an online marketplace for freelancers and agencies. This U.S.-based platform offers projects with a wide range of budgets — from micro-tasks for $5 to contracts worth $10,000 and beyond. However, before you can start working on Upwork, it's essentially the professional equivalent of learning to dance: you need to know the moves, the rhythm, and how not to step on your partner's toes.

For SEO specialists, Upwork provides a multitude of learning opportunities. For example, by searching "SEO Specialist" in the platform's search bar, you can find profiles of professionals who've already earned significant amounts, proving that yes, optimizing web pages can actually pay the rent.

The platform is continuously expanding, moving beyond traditional methods like bidding or invites. There are now up to eight different lead generation channels, both open and hidden, providing SEO specialists with more opportunities to find clients (because apparently, finding work is now like a digital treasure hunt with multiple secret maps).

So, how do you effectively work on Upwork? How does the search function ensure that the right clients discover your profile? Consider this your professional GPS through the wild terrain of freelance matchmaking. Below is a detailed guide designed specifically for SEO professionals.

How Much Can You Earn With Upwork

On Upwork, there are two main ways to earn: fixed-price contracts, where you receive a set fee for a project (aka "show me the money upfront"), and hourly-rate contracts, where you are paid based on the number of hours worked. It's common to see fixed-price contracts for a wide range of sums, from "buying a nice dinner" to "potentially funding a small vacation."

Hourly rates on Upwork often start around $20 per hour, though there are specialists who charge as much as $100 per hour:

💡 PRO tip: on Upwork, you can create two sub-profiles alongside your main profile, each with different rates. This allows you to test various pricing tiers and monitor how they perform across different price ranges.

Ultimately, how much you earn on Upwork depends entirely on you: on the number of projects you take on, the speed of your work, and the value you deliver. 

How To Create & Optimize Upwork Account

A well-crafted profile is crucial for SEO specialists starting on Upwork. A compelling description and carefully selected key skills significantly increase your chances of landing profitable contracts.

Upwork’s system allows clients to search for talent using keywords. By entering a relevant term in the Talent Search bar, the platform suggests popular client searches, helping you align your profile with in-demand skills:

These are the exact keywords you should include in your profile to increase your chances of being noticed, as this is how clients search for specialists in your field.

First and foremost, carefully analyze the titles and skills of your competitors. Pay close attention to the Title and Skills and Expertise sections:

Start by analyzing popular search queries:

1. Go to the “Find Work” section
2. Don’t enter any keywords in the search bar: simply select the relevant category, such as “Digital Marketing” or “SEO”
3. Browse through the open projects and take note of how clients describe the professionals they’re seeking. You might identify yourself as an SEO specialist, but clients may be searching for a “Digital Marketing Expert.” In that case, adjust your profile to include these keywords, even if they don’t seem like a perfect fit at first.

💡 Pro tip: Create a spreadsheet with the most common titles and skills you encounter. Use this as a foundation to optimize your profile, adding relevant keywords to all critical sections.

Identify how your profession is most commonly described and fill in the Title and Skills and Expertise fields with the appropriate keywords.

💡 Pro tip: pay close attention to punctuation. For example, “SEO/Adwords” will be read by Upwork’s algorithm as one keyword, matching only specific searches. Conducting keyword research will help you understand how clients search for specialists. Use precise service names and popular terms that clients are likely to type into Upwork’s search bar.

So, the key takeaways so far:

1. Optimize your profile by adding relevant keywords to your title and description.
2. Experiment with rates by creating multiple sub-profiles with different pricing tiers.
3. Research competitors to understand what skills and services are in demand.
4. Understand client behavior by focusing on specific, targeted pricing rather than default or broad ranges.

How To Use Keywords in Your Profile

• Main profile title: include a primary keyword related to your specialization, such as “SEO Specialist.”
• Portfolio: add a relevant description with keywords, e.g., “SEO Specialist for abc.com.”
• Employment history: highlight previous roles with a focus on your expertise, e.g., “SEO Specialist at xyz.com.”
• Other experience: use this section to add more keywords—the more matches, the better.

Keep your profile updated regularly. Fresh updates help maintain high rankings in Talent Search, making it easier for clients to find you. Simple actions like adding new titles or updating projects can steadily boost your visibility, turning your profile from "just another freelancer" to "the freelancer clients can't resist."

Upwork is an excellent opportunity for SEO specialists, and with the right strategy, it can become a reliable source of income. Following these tips will help you attract more clients and gradually build your reputation, earning badges like Top Rated+ and securing more lucrative contracts.

Understanding the Upwork algorithm is crucial for success and a stable income. If you are just starting to explore the platform's possibilities and are not receiving feedback on your proposals — don’t rush to give up!

Focus on perfecting and refining your profile, pay attention to reviews and ratings, and study how search and ranking work. 

Let’s break down the key points that will help you secure projects.

Best Match Algorithm

Until recently, the primary algorithm on Upwork was Best Match. This algorithm determined how well your profile met the client’s needs, essentially matching your profile with theirs.

The Best Match algorithm analyzed your profile based on Work History, meaning if your previous contracts contained relevant keywords (e.g., "SEO," "Google Ads"), you were more likely to appear in the Best Match results and rank higher organically. You would see a note like "Matched because they worked on [N] jobs similar to this one."

Of course, this created challenges for beginners. A helpful tip at the time was to start by working on Upwork at lower rates to gather initial reviews and build a portfolio with relevant contracts.

💡 Pro tip: negotiate with clients to change the names of contracts before signing them to include the keywords that will improve your ranking in the future.

UMA Algorithm: What You Need to Know

In spring 2024, Upwork introduced a new AI-driven algorithm called UMA (Upwork Matching Algorithm), which replaced the previous Best Match system. Unlike its predecessor, UMA not only focuses on work history but also takes profile completeness into account.

Now, the Title, Skills, and Profile Overview play a key role. If your profile contains relevant keywords, the algorithm increases the likelihood of matching with client searches. This makes it even more important to optimize your profile with the right keywords to boost your visibility and chances of landing projects.

Upwork provides a wide range of opportunities for freelancers in various niches, including SEO specialists. You can quickly find projects, effectively communicate with clients, gain new experience, and earn a decent income.

Let’s dive into the main features of the platform, shall we?

Project Catalog

The Project Catalog feature is similar to solutions offered by other freelance platforms like Fiverr. Here, you sell specific projects at a fixed price, with clearly defined terms and deadlines. For SEO specialists, it could mean offering packages like website optimization, keyword research, or backlink audits, providing potential clients with a clear understanding of what they’ll get for the price.

The algorithm for getting a project to rank at the top on Upwork is pretty straightforward: the more frequently a keyword is repeated in the title and description, the better the project will rank. Since projects are approved by Upwork, it's important to strike a balance between keywords and the content (as usual, huh?). Avoid excessive keyword stuffing, but don’t be afraid to use key phrases — this is a common practice in high-competition niches.

How To Get Interviews & The Message Room

An invitation (invite) to an interview is a great opportunity to establish communication with clients and discuss project details before starting work. If you accept the invite, the client is automatically added to your Message Room.

For those who haven't used the platform before: when you apply for a job, you can only message the client once. Some freelancers even use a trick by adding a line at the beginning of their description, such as "Write me" or "Click Message," encouraging clients to initiate contact.

Consultations Feature

Upwork recently dropped a new beta functionality that helps freelancers stand out even with minimal activity on their profile. It works by using a special algorithm to match clients with the top three specialists for a given query, and then it highlights those offering consultations.

💡 Pro tip: all it takes is for you to sell just one consultation to activate the tag "Next consultation time: Now."

Upwork is the perfect platform for a quick start, but don't limit yourself to it alone. Think of it as your professional launching pad, not your entire career runway. Explore other sales channels like LinkedIn, email marketing, and additional freelance marketplaces — because why put all your eggs in one basket? But if you're looking for fast client traffic, Upwork can be a reliable tool. It's basically the express lane of freelance opportunities.

Success Algorithm on Upwork:

• Conduct thorough research on job requests and skills to secure invites (because guesswork is for amateurs, not SEO pros)
• Optimize your profile with repeated keywords in the title, portfolio, and work history
• Update your profile regularly to maintain a high ranking in search results
• Create a Project Catalog to showcase fixed-price services
• Boost your Work History by renaming contracts with relevant keywords. Pro move: Make your past work sound sexier than it actually was.
• Use new features like consultations to activate more badges. Shiny badges = more client attention.

All in all, Upwork is straightforward: find projects and grow your income. Consider it your cheat code to freelance success.

How to get clients on Upwork with no work history?

This is a story about lead generation and effectively setting up a sales funnel. If you’ve already achieved high rankings in search results, the next task is to convince users to choose you.

The key point to remember: everything happens quickly on Upwork, so a prompt response is crucial. If a client messages you, don’t delay your reply. Even a brief response indicating you'll follow up with more details later is better than silence. In sales, it’s essential that the client always knows what’s happening and what the next step will be.

It’s also important to explain your offers and give approximate pricing. Clarity and flexibility are highly valued on Upwork. For instance, you can provide a few pricing options, like a range: “This project can cost between $100 and $1,000, depending on the requirements.” This helps the client understand your approach and potential budget.

Don’t forget about maintaining dialogue. To keep the conversation going, your questions should be open-ended and include calls to action. Instead of asking, “Are you available for a call?” ask, “What time works best for you—today at 5 PM or tomorrow at 10 AM?” This tactic helps you steer the conversation and guide the client toward a decision.

Can I run ads on Upwork to win work?

Upwork recently introduced advertising options primarily aimed at large companies with significant budgets. However, individual freelancers can leverage paid proposal boosting features. This allows you to pay extra so your proposal appears higher in the list of applications the client sees first. It’s a way to stand out, ensuring your proposal is seen at the top rather than appearing organically lower in the list.

On average, boosting a proposal requires 50-100 Connects (with one Connect costing $0.15), enhancing the visibility of your profile.

Additionally, Upwork has rolled out a Smart Boost option, similar to Google Ads. This works on a bidding system: you receive impressions for free, but you pay per click. The higher your bid, the more frequently your profile is shown to clients. Not many freelancers are using this feature yet, which could give you a competitive edge.

Freelancers typically bid around 50 Connects per click, which equals approximately $7.50 per click. Many test this strategy with 10 clicks, costing about $75. From these 10 clicks, freelancers often receive around 5 invites, with 2-3 being high-quality leads. This brings the cost per lead to about $37.50, making it a relatively affordable investment to attract qualified clients.

How to get an Upwork job with no rating? Is it hard to start?

Starting on Upwork can be challenging, especially without reviews on your profile. However, several strategies can simplify the process and help you secure your first project:

1. Niche Specialization

Instead of competing in broad, popular categories, try standing out in a specific niche. Focusing on rare technologies or specialized tools can attract clients with less competition. This approach is particularly effective for specialists working with niche technologies or lesser-known systems.
Pro tip: Look for projects with typos in their descriptions. Some clients make errors when posting, which can cause these jobs to go unnoticed by automated application systems, giving you an edge.

2. Competitive Pricing

Offering lower prices at the beginning can help catch clients’ attention. However, be cautious with price cuts to avoid undervaluing your work. Strategic, temporary discounts can help build your reputation and secure those first few reviews.

3. Project Catalog

Upwork’s Project Catalog allows you to set up pre-packaged services at a fixed price, making it easier for clients to purchase directly. The more projects you create in the catalog, the higher the chances of getting a quick sale. With a well-optimized profile and active engagement, you can land your first project within a month.

Focusing on these strategies can accelerate your success and help you build momentum on the platform.

I offer Link-building/SEO services on Upwork. What are some effective methods for finding leads to collaborate with? Is it possible not only to have leads find you but also for us to find them? Are there any tools for that?

First of all, pay attention to how you name your services in your profile. For example, if your title includes “Link building/SEO” with slashes or dashes, clients may not find you through search, as the system interprets such terms as a single query. Upwork recently introduced a new feature called Full-Time Matching. You can submit your resume to the platform, which will help connect you with clients looking for full-time collaboration. This is similar to the previous Talent Scout feature, which is now closed.

If you are interested in short-term leads, the most effective strategy is to use the Find Work section and actively apply for projects. This approach allows you to quickly increase the number of contracts, as clients typically expect freelancers to apply for their jobs, and invites alone may not be sufficient.

I recommend using only category and budget filters without keywords, which will allow you to quickly browse projects. If you work independently, this can be done manually. For agencies, it is better to combine manual and automated methods to monitor listings and submit proposals quickly.

Is it safe to work on Upwork? What are the risks?

The biggest risk is getting banned, and then you'll end up crying because you've already worked hard to promote your profile🙂

What can get you banned on Upwork? Is it spam?

Upwork usually doesn't ban users for spam—after all, they profit from frequent proposals and aren't against them. However, Upwork has a strict policy regarding taking clients off the platform. If a client asks for your email, never share it. Sharing personal information before a contract is in place is prohibited, including links to calendars, calls, Google Meet, social media accounts, or messengers. Anything with the “@” symbol in your profile (such as Instagram or Telegram accounts) can lead to a ban.

Be cautious with fixed-price projects, which are common in the SEO field. To protect yourself, clearly outline the deliverables for each milestone and ensure the client’s payment method is verified and funds are escrowed before starting work. If all conditions are met and the project is completed as agreed, payment will be released to you after 14 days.

However, hourly projects offer the most protection, as your work is automatically tracked, ensuring you get paid.

Watch out for clients who send offers without any prior communication. This is often a red flag for scams, as they may try to blackmail you with bad reviews. It’s best to avoid such offers.

Another risk is becoming too reliant on easy earnings from Upwork and neglecting other lead-generation methods. If you get banned, you could find yourself without alternative ways to get clients, and you might end up writing late at night with a plea like, “Tamara, please unban me”😄

How to reply to an Upwork job invitation?

First, respond quickly. While speed isn’t a direct factor in Upwork’s algorithm, most jobs close within a few hours, so acting fast is crucial to avoid missing opportunities.

Second, start your cover letter with a strong opening line. Clients only see about one and a half lines at first glance, making it your chance to grab their attention. Personalization can help: research the client’s profile, work history, and reviews. Try to find their name in profile comments. Begin your letter with a personal greeting, referencing the client’s field. For example: “Hi, Rob. I noticed you work in [industry name]. Are you looking for an SEO specialist specifically for this area?” This approach, known in psychology as the “screaming name” technique, helps create a connection and stand out among other applications.

Next, describe your relevant experience by sharing similar projects you’ve worked on and the results you achieved. It’s important to show that you understand the client’s needs and have the expertise to solve similar challenges.

End your letter with an open-ended question to prompt dialogue. Avoid formal greetings like “sir/madam” or phrases like “I’m an SEO specialist with 20 years of experience,” as clients are more interested in solutions tailored to their project. Also, skip clichés like “looking forward to your answer” or “kind regards,” as they come across as impersonal and lack a customized touch.

Is it worth combining profiles into a team/agency on Upwork? And if so, when should you do it?

Yes, it’s worth it, and the sooner, the better. Agencies have a founding year displayed on the platform, which can add credibility. The “associated with agency” tag doesn’t deter clients.

A common question is whether individual freelancers or agencies have better conversion rates. For small, one-off projects, clients tend to prefer individual freelancers. However, for long-term or large projects, agencies are often favored.

Upwork offers different roles for team members — “exclusive” and “non-exclusive.” Choosing “non-exclusive” allows you to apply for jobs both as an individual freelancer and as part of the agency, a setup known as nonexclusive membership.

If you haven’t created an agency yet, are unsure, or don’t want to pay the agency subscription fee, there’s a simple trick. When setting up an agency on Upwork, choose a name, and when prompted to pay the subscription fee, simply close the tab. Your profile will still gain the agency tag with limited functionality, and the founding year will be recorded. You can gradually complete the setup later. Even if you don’t plan to actively use the agency this year, it won’t interfere, and you can change the name and settings whenever you’re ready.

What’s the difference between a freelancer profile and an agency profile?

An agency on Upwork is a group of specialists working under one brand. While you still apply for jobs or receive invitations as an individual, you can be affiliated with the agency.

The primary purpose of an agency is to centralize income from exclusive members or contracts signed on behalf of the agency into the owner’s account. For instance, if you run an SEO agency where one specialist handles backlinks, another focuses on content, and someone else manages YouTube SEO optimization, you all work as a team. The owner promotes each profile and pays team members, while the contract revenue is collected centrally.

There’s also a reputational aspect: for large contracts and enterprise clients, having an agency is often important. They prefer working with reliable partners, and an agency, in their eyes, symbolizes stability and trustworthiness.

Is it possible to buy an Upwork account to get more work quickly?

Yes, it is possible to buy a profile, but it is illegal. You won’t be able to change the name to your own; you will have to operate under the original owner's name. There will also be a constant need for the previous profile owner to undergo verification on your behalf, which creates certain risks. Therefore, while it’s possible, this method is not very reliable and could lead to problems.

What are the benchmarks for deal conversion rates (understanding that it depends on the niche)?

On Upwork, the average response rate is about 15%: for every 100 proposals sent, you get roughly 15 replies, of which 5-10% convert into deals. This means that for 100 proposals, you can expect around two contracts, depending on the niche. For example, for developers, the average conversion rate is about 15%, while for designers, it’s around 17%, allowing you to secure one in every five projects, though these may be smaller in scale.

For SEO, the benchmarks may vary. For a service like an audit, which costs around $300, the conversion rate could be higher, as this is a relatively small amount for clients on Upwork. I would expect the same 15% response rate, but with a conversion rate of about 30%, leading to around five projects.

What is the geographic distribution of clients on Upwork? Are all of them English-speaking, or are there clients from other countries as well? 

Almost everyone communicates in English on Upwork. It’s very rare to come across someone who writes in Spanish or German, and that usually happens when they are specifically looking for specialists from those regions. However, such cases are few and far between.

What is a good starting rate on Upwork for a new profile (as an SEO Middle, English as not the first language, and the ability to build quality links)?

In a typical scenario, an SEO specialist can manage up to five projects simultaneously, with each project bringing in around $300–500. However, on Upwork, these amounts are relatively small, and you can usually charge much more—anywhere from 2 to 10 times higher than that rate.

Projects can be discussed through chat, without the need for calls, so the language barrier won't be an issue: you can use tools like ChatGPT or Google Translate for translation. So, it’s quite realistic to earn up to $7,000 per month on Upwork by taking on five or six projects at once. Though this is a rough estimate, you need to have a solid understanding of your niche.

How do you get Top Rated on Upwork?

To become Top Rated on Upwork, you need to meet thisl criteria: 

• Earn at least $1,000 in a year;
• Have at least two completed contracts with good ratings from different clients, or four from a single client. 

For example, if one client opens four $250 projects for you and rates each of them five stars, you will achieve a JSS (Job Success Score) — a metric of your task completion success. To become Top Rated, your JSS must be between 90% and 100%. Once this condition is met and you’ve earned $1,000, the time countdown begins. After 13 weeks (about three months), you will achieve Top Rated status. For freelancers, this is entirely achievable: earning $1,000 and completing two projects with good reviews in three months is realistic. It’s also important to maintain a good response time — responding to client inquiries within 24 hours, as delays can lower this metric.

What is the best withdrawal method for Upwork?

Most users choose Payoneer as a convenient and inexpensive option. Large companies often use SWIFT transfers: they pay $30 plus a withdrawal fee.

Should agencies limit themselves to Upwork for lead generation, or should they use other freelance platforms as well?

I always recommend not relying on just one channel. Upwork can be the main platform for leads, but for more stable growth, it’s important to have multiple sales channels. For example, Upwork can serve as the primary platform for leads, and if you’ve grown significantly, consider creating a second profile in case your primary one gets blocked.

Additionally, use LinkedIn for outreach and lead generation. One approach I like is the road-show method, such as attending conferences or traveling to specific countries where you pre-arrange meetings with potential clients. Personal connections and networking often lead to profitable deals, sometimes even long after the initial introduction.

Another sales channel I like is social selling — managing social media and building a personal brand. This can be through LinkedIn, Telegram, or any other platform where you share not just professional insights but also personal content. This helps increase engagement and loyalty from your audience, which often leads to new clients.

In general, use multiple channels, but Upwork is the fastest and most profitable if you need to quickly secure projects and income.

How to promote yourself on Upwork if your English is at a low level, and clients want phone conversations? Should you improve your language skills, or can you delegate this to someone else?

English proficiency is indeed important, and your level of fluency significantly affects your earnings. For developers, for example, the income difference between those who know English and those who don’t can be three times higher, or even ten times greater. This trend is also relevant in the SEO field.

However, if your language skills are still at an A1 level, there are other solutions. For instance, you could hire a sales manager who will communicate with clients on your behalf. You can introduce them as a requirements manager who will clarify all project details to ensure accurate understanding of the client's needs. This is a common practice often used by agencies.

Thanks to Tamara for the useful webinar and informative presentation with practical tips that will help freelancers advance on Upwork more effectively. And we wish our readers profitable deals, high ratings, and stable income💪