How to Become an SEO Specialist in the Tech Industry

What an SEO Specialist Does in the Tech Industry

An SEO specialist helps a tech company make its website easier to find, understand, and use through search engines. In simple terms, the role connects three things: what people are searching for, what the company offers, and how well the website communicates that value to both users and search engines.

In the tech industry, SEO is not just about adding keywords to blog posts. Tech websites often include product pages, documentation, feature pages, integrations, templates, comparison pages, developer resources, and support content. An SEO specialist needs to understand how these pieces work together so the right audience can find the right information at the right moment.

For example, someone searching “best project management software for engineering teams” may need a comparison-style page. Someone searching “how to connect API to Slack” may need a technical tutorial or documentation page. Someone searching a brand name plus “pricing” may be close to making a buying decision. A strong SEO specialist can identify these different search intents and help create or improve pages that match them.

In a tech company, common SEO responsibilities include:

• Researching keywords and search intent to understand what potential users, buyers, or developers are looking for.
• Improving website pages by refining titles, headings, internal links, page structure, and content clarity.
• Auditing technical SEO issues such as crawl errors, slow pages, broken links, redirect problems, duplicate content, and indexing issues.
• Planning content for blogs, product pages, landing pages, help centers, and technical documentation.
• Analyzing performance using tools like search analytics platforms, web analytics, and ranking data.
• Collaborating with teams across marketing, product, engineering, design, sales, and customer support.

What makes SEO in tech especially interesting is that the work often sits between marketing and product strategy. An SEO specialist may help a SaaS company attract qualified leads, help a developer platform improve its documentation visibility, or help a cybersecurity company explain complex topics in a way that is accurate and accessible.

The best SEO specialists in tech are not only focused on rankings. They care about whether the content solves a real problem, whether users can navigate the site easily, and whether search traffic supports meaningful business goals. That might include product signups, demo requests, free trial starts, newsletter subscriptions, or stronger engagement with technical resources.

To succeed in this role, you do not need to be a software engineer, but you should be comfortable learning technical concepts. You may need to discuss site architecture with developers, explain content opportunities to marketing teams, or translate search data into clear recommendations for leadership. The more you understand the product, audience, and website structure, the more valuable your SEO work becomes.

In short, an SEO specialist in the tech industry helps make complex products easier to discover and understand. The role combines research, content strategy, technical problem-solving, and communication—making it a strong career path for people who enjoy both analytical work and practical marketing impact.

The Core SEO Skills You Need to Build First

Before you specialize in SEO for tech companies, you need a strong foundation in the core skills that apply across most websites. These skills help you understand how people search, how search engines interpret pages, and how to turn website improvements into measurable results.

The first skill to develop is search intent analysis. This means learning to identify what someone actually wants when they type a query into a search engine. Are they trying to learn something, compare options, solve a technical problem, or make a purchase decision? For example, a search like “what is API monitoring” likely needs an educational explanation, while “best API monitoring tools” suggests the reader may be comparing products. Matching content to intent is one of the most important parts of effective SEO.

Next, learn the basics of on-page SEO. This includes writing clear title tags, organizing pages with useful headings, improving internal links, and making sure each page has a focused purpose. Good on-page SEO is not about forcing keywords into every paragraph. It is about helping users and search engines quickly understand what a page is about and why it is useful.

You should also build a working knowledge of technical SEO. You do not need to become a developer, but you should understand how websites are crawled, indexed, and displayed in search results. Important concepts include:

• Crawling: How search engines discover pages.
• Indexing: How pages are stored and made eligible to appear in search results.
• Site structure: How navigation and internal links help users and search engines move through a website.
• Page speed and usability: How performance issues can affect the user experience.
• Redirects and broken links: How technical errors can prevent users or search engines from reaching the right pages.
• Canonical tags and duplicate content: How websites signal which version of a page should be treated as the main one.

Another essential skill is keyword research. In the tech industry, this often means understanding both business language and user language. A company may describe its product as an “enterprise workflow orchestration platform,” while potential customers may search for “automate business processes” or “workflow automation software.” A good SEO specialist knows how to bridge that gap.

You also need basic content strategy skills. This means knowing when a topic should become a blog post, product page, landing page, help article, tutorial, or comparison page. In tech SEO, content decisions should support the user journey, not just search volume. A low-volume keyword may still be valuable if it attracts the right technical audience or helps users solve a product-related problem.

Finally, develop comfort with analytics and reporting. SEO work should be measured with more than rankings alone. You should learn how to evaluate organic traffic, click-through rates, indexed pages, conversions, engagement, and technical health. The goal is to understand what changed, why it changed, and what action should come next.

A strong beginner does not need to master every SEO discipline at once. Start by learning how search intent, page quality, technical accessibility, and performance measurement fit together. These fundamentals will make every advanced SEO topic easier to understand later.

Learn Technical SEO for Tech Companies

Technical SEO is especially important in the tech industry because many tech websites are large, complex, and constantly changing. A SaaS company might have hundreds of product pages, integration pages, help articles, blog posts, and gated resources. A developer platform may rely heavily on documentation, code examples, API references, and JavaScript-based pages. If search engines cannot properly discover, crawl, render, or understand these pages, even excellent content may struggle to perform.

At its core, technical SEO is about making a website accessible, organized, and understandable for both users and search engines. You do not need to become a full-time developer to work in technical SEO, but you should understand how websites are built and how technical decisions affect organic search visibility.

A strong starting point is learning how to evaluate whether important pages can be found and indexed. For example, if a product feature page is blocked by a robots.txt rule, hidden behind poor internal linking, or duplicated across multiple URLs, search engines may not treat it as a valuable page. Your job is to identify these issues, explain why they matter, and help the right team fix them.

Common technical SEO areas include:

In tech companies, you will often need to work closely with developers, product managers, designers, and content teams. This makes communication just as important as technical knowledge. Instead of simply saying, “This page has an indexing problem,” a stronger recommendation would explain the issue, identify the affected URLs, describe the likely impact, and suggest a practical fix.

For example:

“Several high-priority integration pages are not being indexed because they include a noindex tag. These pages target bottom-of-funnel searches and support product discovery. Removing the noindex tag from approved pages and resubmitting them for indexing should help make them eligible to appear in search results.”

That kind of explanation is clear, actionable, and tied to business value.

You should also become familiar with how modern websites handle JavaScript. Many tech websites use frameworks that load content dynamically, which can sometimes make it harder for search engines to access key information. You do not need to write production-level JavaScript, but you should know how to check whether important text, links, metadata, and structured data are available in the rendered page.

A practical technical SEO audit for a tech website might include checking:

• Whether important product, feature, and documentation pages are indexable.
• Whether internal links connect related pages in a logical way.
• Whether redirects are clean and avoid unnecessary chains.
• Whether broken links lead users to error pages.
• Whether canonical tags point to the correct URL.
• Whether page templates include unique titles and meta descriptions.
• Whether structured data is valid and relevant.
• Whether slow-loading pages create a poor user experience.
• Whether documentation pages are organized in a way that supports both users and search engines.

The goal of technical SEO is not to chase every possible optimization. The best specialists learn how to prioritize. A minor metadata issue on an old blog post may matter less than a crawl problem affecting hundreds of product pages. Good technical SEO requires judgment: identify what is broken, estimate how important it is, and recommend fixes that are realistic for the team to implement.

For anyone entering SEO in the tech industry, technical SEO is one of the most valuable areas to understand. It helps you speak the language of engineering teams, diagnose problems that content alone cannot solve, and build websites that are easier to discover, navigate, and trust.

Master Content Strategy for Technical Audiences

Content strategy in tech SEO is about more than publishing blog posts around popular keywords. Tech audiences often search with specific problems, use cases, tools, integrations, and workflows in mind. A strong SEO specialist needs to understand what the reader is trying to accomplish and then help create content that answers that need with accuracy, clarity, and practical depth.

The first step is learning how to map content to the user journey. Someone at the beginning of their research may search for a broad educational topic, such as “what is cloud cost optimization?” A more informed reader may search for “cloud cost optimization tools” or “AWS cost management alternatives.” A current user may search for a specific setup question, error message, or integration guide. Each search deserves a different type of content.

For tech companies, useful SEO content often falls into several categories:

• Educational guides that explain concepts clearly for new or non-expert readers.
• Tutorials and how-to articles that walk users through a task step by step.
• Product and feature pages that explain what the product does and who it helps.
• Comparison pages that help readers evaluate options honestly and clearly.
• Integration pages that show how the product works with other tools.
• Documentation and support content that helps users solve specific problems.
• Templates, checklists, and examples that give readers something practical to apply.

The best content strategies connect these assets instead of treating them as separate pieces. For example, a SaaS company might create a beginner guide to a technical topic, link it to a related product feature page, support it with a tutorial, and connect it to documentation for users who are ready to implement the solution. This creates a more helpful path for readers and a stronger topical structure for the website.

Technical audiences also expect precision. Developers, IT teams, cybersecurity professionals, data teams, and product leaders can quickly recognize vague or shallow content. If an article explains a complex topic, it should define terms clearly, use examples, and avoid pretending that every solution is simple. When possible, content should be reviewed by someone with subject-matter expertise, such as a product manager, engineer, solutions architect, or experienced practitioner.

An effective SEO content brief for a technical audience should include:

1. Primary search intent: What the reader wants to learn or do.
2. Target audience: Beginner, practitioner, buyer, developer, administrator, or executive.
3. Key questions to answer: The common questions the page should address.
4. Required technical details: Product facts, setup steps, limitations, or examples.
5. Recommended page type: Guide, tutorial, landing page, comparison page, or documentation.
6. Internal linking opportunities: Related resources that help users continue their journey.
7. Trust elements: Author expertise, review notes, screenshots, examples, or clear update dates.

Our editorial view is that the strongest tech SEO content does not chase traffic alone. It helps the right reader make progress. A page with modest search volume can still be valuable if it attracts qualified users, answers a high-intent question, or reduces friction during product evaluation. In many tech companies, a detailed integration page or troubleshooting guide may be more useful than a broad article written only to capture a large keyword.

It is also important to avoid relying on generic content that sounds polished but says very little. Technical readers need substance: specific examples, accurate explanations, realistic use cases, and clear next steps. If artificial intelligence tools are used in the content process, they should support research organization, outlining, or editing—not replace expert review or first-hand product knowledge.

A good content strategy for technical audiences balances SEO, product understanding, and user education. When done well, it helps people discover the company, understand complex topics, evaluate solutions with confidence, and use the product more effectively.

Build a Portfolio With Real SEO Projects

A portfolio is one of the best ways to show that you understand SEO beyond theory. Many beginners worry that they cannot build a portfolio without a full-time SEO job, but you can demonstrate useful skills through self-directed projects, volunteer work, freelance assignments, or audits of public websites. The goal is to show how you think, how you evaluate problems, and how you turn SEO knowledge into practical recommendations.

For tech industry roles, your portfolio should highlight both strategic thinking and technical awareness. Employers do not need to see that every project produced dramatic growth. They want evidence that you can research a topic, understand search intent, analyze a website, prioritize issues, and communicate clearly with different teams.

A strong beginner portfolio might include:

• A technical SEO audit of a SaaS website, documentation hub, or product landing page.
• A keyword research project organized by search intent, funnel stage, and page type.
• A content brief for a technical guide, comparison page, or integration page.
• An internal linking plan that connects related product, blog, and documentation pages.
• A content refresh example showing how you would improve an outdated article.
• A simple analytics dashboard that tracks organic traffic, clicks, impressions, conversions, and page performance.
• A case study from your own website where you explain what you tested, what changed, and what you learned.

If you do not have client or employer data, create your own project. For example, you could build a small website around a technical topic you understand or are willing to study. Choose a niche, publish several helpful pages, set up basic analytics, and document your decisions. Even if the site does not attract large traffic, the project can still prove that you know how to structure content, optimize pages, monitor performance, and improve over time.

When presenting portfolio work, focus on the process. A useful case study usually includes:

1. The objective: What problem were you trying to solve?
2. The research: What keywords, competitors, pages, or technical issues did you analyze?
3. The recommendations: What actions did you suggest and why?
4. The implementation: What changed, if anything?
5. The results or expected impact: What happened, or what outcome would the work support?
6. The takeaway: What did you learn from the project?

Be honest about what you did and what you did not do. If a project was only a sample audit, say so. If you did not have access to private analytics, explain that your recommendations were based on publicly available information. Clear boundaries make your work more credible, not less.

It also helps to tailor your portfolio to the kind of tech SEO role you want. For a content SEO role, show keyword maps, content briefs, topic clusters, and page refreshes. For a technical SEO role, include crawl analysis, indexability checks, site architecture notes, and prioritized fixes. For a growth or product-led SEO role, show how SEO can support signups, onboarding, documentation usage, or product education.

The strongest portfolios are easy to review. Use short summaries, screenshots when appropriate, clean tables, and clear explanations. Avoid overwhelming the reader with every detail. Instead, make it easy for a hiring manager or SEO lead to understand your judgment, your reasoning, and the business value behind your recommendations.

A portfolio does not need to be perfect to be useful. It needs to show that you can apply SEO fundamentals to real websites, explain your work clearly, and keep improving based on evidence. That practical experience can make you a much stronger candidate for SEO roles in the tech industry.

Learn the Tools Used by SEO Teams in Tech

SEO tools help you collect data, diagnose problems, and make better decisions. However, tools do not replace judgment. A skilled SEO specialist knows how to interpret the numbers, connect them to user behavior, and turn findings into clear recommendations for content, product, engineering, or leadership teams.

For tech companies, the SEO toolkit often includes several categories. Each one supports a different part of the workflow:

• Search performance tools help you understand how pages appear in search results, which queries drive visibility, and where clicks may be improving or declining.
• Analytics platforms show how organic visitors behave after they reach the website, including which pages they view, whether they convert, and where they drop off.
• Crawling tools simulate how a search engine moves through a site, helping you find broken links, missing metadata, redirect chains, duplicate pages, and indexability problems.
• Keyword research tools help you discover search demand, compare topics, analyze competitors, and group keywords by intent.
• Content optimization tools can support page planning, but they should not be used as a substitute for subject-matter expertise or original insight.
• Rank tracking tools monitor changes in search visibility over time, especially for important product, comparison, and educational keywords.
• Reporting and dashboard tools help teams communicate progress, spot trends, and connect SEO work to business goals.

In the tech industry, you may also work with tools that are not traditionally considered “SEO tools.” For example, product analytics platforms can show how users behave after signing up. Customer support tools may reveal common questions that should become help articles or tutorials. Documentation platforms can show which technical pages users visit most often. These signals can help you identify content gaps and prioritize improvements.

A practical SEO tool stack for a beginner might include:

1. A search performance tool to monitor queries, clicks, impressions, and indexing issues.
2. A web analytics platform to understand traffic quality and user behavior.
3. A site crawler to audit technical SEO problems.
4. A keyword research tool to study topics, competitors, and search intent.
5. A spreadsheet or dashboard tool to organize findings and report progress.

When using SEO tools, focus on the questions behind the data. Instead of only asking, “Did traffic go up?” ask more useful questions, such as:

• Which pages gained or lost visibility?
• Are the right pages ranking for the right queries?
• Are important product or documentation pages indexable?
• Do users take meaningful actions after arriving from search?
• Are technical issues affecting high-value sections of the site?
• Which content updates should be prioritized first?

It is also important to understand the limits of SEO data. Search volume estimates are not exact, ranking positions can vary, and attribution is rarely perfect. A professional SEO specialist treats tool data as evidence, not absolute truth. The best recommendations usually come from combining multiple inputs: search data, analytics, site audits, product knowledge, customer questions, and business priorities.

As you grow, learn how to present tool findings in a way that different teams can act on. An engineering team may need a clear list of technical fixes with affected URLs and priority levels. A content team may need keyword themes, search intent notes, and brief recommendations. Executives may need a simple summary of what changed, why it matters, and what the next decision should be.

The most valuable SEO specialists are not the people who know the most tools. They are the ones who can use tools to find real problems, explain them clearly, and recommend practical next steps. In a tech company, that ability can make SEO more useful across marketing, product, engineering, and customer education.

How to Get Your First SEO Role in Tech

Getting your first SEO role in the tech industry is easier when you can show practical ability, not just interest. Employers usually want to see that you understand how search works, can analyze a website, and know how to turn research into useful recommendations. You do not need to know everything on day one, but you should be able to demonstrate curiosity, structure, and sound judgment.

A good starting point is to look for roles that give you exposure to both SEO and digital marketing. Common entry paths include:

• SEO intern or junior SEO specialist
• Content marketing associate
• Digital marketing coordinator
• Technical SEO analyst
• Growth marketing associate
• Web content specialist
• Marketing operations assistant with SEO responsibilities

For tech companies, it helps to tailor your application around the type of SEO work the role requires. A SaaS company may care about product pages, comparison content, and sign-up journeys. A developer platform may value documentation, tutorials, and technical accuracy. A marketplace may focus more on site structure, scalable page templates, and crawl efficiency. Before applying, review the company’s website and think about how SEO could support its business model.

Your resume should highlight specific projects, tools, and outcomes instead of broad claims. Rather than writing, “Knowledgeable in SEO,” use concrete examples such as:

• Conducted a technical audit of 150 pages and identified indexability, metadata, and internal linking issues.
• Created keyword maps for product, blog, and documentation pages based on search intent.
• Developed content briefs for technical topics, including audience notes, page structure, and internal link recommendations.
• Built a reporting dashboard to monitor organic traffic, clicks, impressions, and conversions.
• Improved an existing article by updating headings, search intent alignment, internal links, and content depth.

If you are new to the field, your portfolio can carry much of the weight. Include a few focused samples that show how you think: a technical audit, keyword research plan, content brief, or SEO case study from your own website. Keep each project easy to review. Hiring managers often have limited time, so a clear one-page summary with screenshots, tables, and prioritized recommendations can be more effective than a long document with no structure.

You should also prepare for common SEO interview questions. In a tech SEO interview, you may be asked how you would evaluate a traffic drop, choose keywords for a product page, improve a documentation hub, or explain a technical issue to a developer. Practice answering with a simple framework:

1. Clarify the goal: What are we trying to improve?
2. Check the data: What evidence do we have?
3. Identify possible causes: What changed on the site, in search results, or in user behavior?
4. Prioritize actions: What should be fixed first and why?
5. Measure results: How will we know whether the change helped?

Networking can also help, but it should be approached thoughtfully. Instead of asking strangers for a job, ask specific questions about their work, such as how their team prioritizes technical fixes or how SEO collaborates with product marketing. Thoughtful questions show that you are serious about learning and can lead to useful advice, referrals, or project ideas.

When evaluating roles, look for opportunities where you can learn from experienced marketers, work on real websites, and receive feedback. A first SEO job does not need to be perfect. What matters most is whether the role helps you build practical experience with research, optimization, analytics, technical problem-solving, and cross-functional communication.

The strongest candidates are not the ones who promise quick wins. They are the ones who can explain problems clearly, make realistic recommendations, and keep improving their skills through hands-on work. That mindset is especially valuable in tech, where products, websites, and search behavior change often.

How to Grow From SEO Specialist to Strategic SEO Leader

Once you understand the fundamentals of SEO, the next step is learning how to think beyond individual tasks. A beginner may focus on optimizing pages, fixing technical issues, or creating keyword lists. A more experienced SEO professional learns how to build a strategy, set priorities, influence teams, and connect SEO work to business outcomes.

In the tech industry, this shift is especially important because SEO often touches many parts of the company. Product pages, documentation, blogs, integration pages, pricing pages, templates, and support content may all contribute to organic visibility. A strategic SEO leader knows how these assets work together and how to improve them in a way that supports both users and the business.

To grow into a more senior SEO role, focus on building skills in these areas:

• SEO roadmapping: Plan work by quarter or project phase instead of reacting to isolated issues.
• Prioritization: Decide which opportunities matter most based on impact, effort, risk, and available resources.
• Cross-functional communication: Work effectively with engineering, product, content, design, analytics, and leadership teams.
• Business understanding: Connect SEO recommendations to signups, product education, qualified leads, customer retention, or support efficiency.
• Technical confidence: Understand enough about site architecture, rendering, structured data, and indexing to guide decisions and collaborate with developers.
• Content quality leadership: Help teams create accurate, useful, and well-structured content for technical audiences.

A strategic SEO leader does not simply say, “We need more traffic.” Instead, they ask better questions: Which audience are we trying to reach? What problems are they trying to solve? Which pages influence product discovery or evaluation? Which technical limitations prevent important content from being found? Which SEO projects are worth engineering time?

For example, a junior specialist might recommend updating twenty blog posts because rankings declined. A senior SEO professional would investigate whether the decline came from outdated content, search intent changes, stronger competitors, technical issues, internal linking gaps, or shifts in product positioning. The recommendation would then be tied to a clear plan: which pages to update, which pages to consolidate, what success metrics to monitor, and who needs to be involved.

As you advance, measurement also becomes more sophisticated. Rankings still matter, but they are only one signal. Strong SEO leaders look at a broader set of indicators, such as:

1. Qualified organic traffic: Are the right visitors coming to the site?
2. Engagement: Do users read, click, explore, or continue to relevant pages?
3. Conversions: Do organic visitors sign up, request demos, start trials, or complete important actions?
4. Content coverage: Does the site answer the questions users ask throughout the journey?
5. Technical health: Can search engines and users access important pages efficiently?
6. Search visibility by topic: Is the company becoming easier to find for relevant product and category terms?

Long-term growth also requires staying current. Search behavior changes, products evolve, competitors improve their content, and search engines update how they interpret pages. Make a habit of reviewing reliable SEO documentation, testing recommendations on real sites, and learning from performance data. Avoid chasing every trend without evidence, but do stay curious about changes in AI-assisted search, structured content, user experience, and technical web standards.

Leadership in SEO is not only about expertise. It is also about trust. Teams are more likely to act on your recommendations when your work is clear, realistic, and grounded in evidence. Explain trade-offs honestly. Separate urgent issues from minor improvements. Admit when data is incomplete. Show how your recommendations serve users, not just rankings.

The path from SEO specialist to SEO leader is built through consistent practice: solving real problems, communicating clearly, measuring outcomes, and improving your judgment over time. In tech, the most valuable SEO professionals are those who can translate complex search, content, and technical challenges into practical strategies that help users discover, understand, and benefit from the product.

Common Mistakes To Avoid

As you build your SEO career in the tech industry, it is just as important to know what not to do. Many early-career SEO specialists make mistakes because they focus too much on tactics and not enough on users, technical accuracy, and business context. Strong SEO work should help people find useful information, understand a product, and take the next logical step.

One common mistake is optimizing for keywords without understanding search intent. A keyword may look valuable because it has search demand, but that does not mean it fits the company’s audience or product. For example, a broad informational keyword may attract beginners, while a technical product page may need to target users who are comparing tools or trying to solve a specific workflow problem. Before recommending a page, ask: What does the searcher need, and can this company answer that need well?

Another mistake is treating technical SEO as a checklist instead of a prioritization exercise. Issues like missing meta descriptions, broken links, redirect chains, and duplicate pages can matter, but not every issue has the same impact. A crawlability problem affecting important product pages is usually more urgent than a minor metadata issue on an old blog post. Google’s documentation on How Search works is a useful foundation for understanding crawling, indexing, and serving results.

Avoid these common errors when working on tech SEO projects:

• Publishing shallow content for complex topics. Technical readers expect accurate explanations, clear examples, and realistic use cases.
• Ignoring internal linking. Related product pages, documentation, tutorials, and blog posts should support each other with useful, crawlable links.
• Overpromising results. SEO performance depends on many factors, so it is better to explain likely outcomes, risks, and measurement plans.
• Skipping subject-matter review. Content about APIs, cybersecurity, data infrastructure, AI tools, or developer workflows should be checked by someone with relevant expertise.
• Measuring only rankings. Rankings are useful, but they should be evaluated alongside organic traffic quality, engagement, conversions, and technical health.

A major credibility mistake is creating content mainly to satisfy search engines rather than users. Google’s guidance on helpful, reliable, people-first content emphasizes usefulness, trust, and reader value. In practice, this means your content should answer real questions, avoid exaggeration, and show enough depth to help the reader make progress.

New SEO specialists should also be careful with automation. AI tools can help with outlining, research organization, or editing, but they should not replace expert judgment. In tech SEO, small inaccuracies can damage trust. If a page explains a setup process, integration, comparison, or product capability, verify the details before publishing.

Finally, do not work in isolation. SEO in tech usually depends on collaboration with developers, product marketers, content writers, designers, and analytics teams. The best recommendations are specific, evidence-based, and easy for others to act on. Instead of saying, “Improve internal links,” say, “Add links from the API guide and integration overview to the new authentication tutorial because users reading those pages are likely to need implementation help.”

Avoiding these mistakes will help you build a more professional SEO practice. Focus on useful content, accessible websites, accurate information, and clear communication. That approach is more sustainable than chasing shortcuts and more valuable to the teams that depend on your SEO work.