An SEO specialist is in charge of making sure that a website ranks organically in the major search engines – which are primarily Google, Yahoo and Bing.
To do this, the SEO specialist will employ a variety of different techniques. Sometimes companies will also contract SEO companies to do pay-per-click (PPC) advertising.
Content
An SEO specialist will analyze the content available on the website and optimize it for the search engines using keywords, subheadings and internal and external links. The specialist may also write new content or add content to existing pages.
Metadata
In addition to the web content that a visitor sees on the site, there is also metadata. These are words and phrases that show up in search engine results. People who know how to view the source code of a webpage can also view the metadata of a site. Metadata can also include tags and categories that are visible on some sites.
Research
SEO specialists keep up to date on the latest trends because algorithms are constantly changing. Keyword research is also important as search term trends will change in the short and long term. An SEO specialist must also ensure that the keywords being used reflect the intent of the searcher. For example, certain keywords will indicate more desire to buy a product than others.
Another key aspect of the SEO specialist’s job is competitor research. The specialist will have a good understanding of who is at the top of the rankings and why, and who the company needs to watch out for in the future. An SEO will analyze the strategies being used by other companies and adjust their own strategy accordingly.
This doesn’t mean that the SEO will copy the competitor, but he or she will take into consideration what is working well for others. Often several different tools will be required to conduct this research.
Link building
There are various opinions on how much building links contributes to SEO. As long as it appears legitimate, it will send signals to the search engines as to the quality of your website. Part of the job of an SEO specialist is to outreach to bloggers and other influencers to ask them for links, guest blog opportunities and other partnerships.
A good SEO specialist will know your business well enough to deliver quality content on related sites rather than leaving generic comments across the web.
User Experience
There are many aspects of user experience that relate to SEO. A good user experience will help you rank higher because it will increase traffic and repeat visits and reduce your bounce rate. An SEO specialist will help you determine ways to improve your site and may implement the improvements or work with a developer.
Site speed is a major issue that affects your search engine rankings. The SEO specialist may help you make technical improvements to help your site load faster. The SEO specialist will also ensure that all aspects of the site are mobile friendly.
If you haven’t already done so, the SEO specialist will install an SSL certificate as this is now essential for ranking in Google.
The specialist may use analytics, A/B testing, heat maps, conversion funnel tracking and other techniques to collect data needed to improve the experience of website visitors.
Auditing
SEO specialists will audit your site regularly for code errors, broken links or possible security breaches and hacking. As a result, they need to have strong coding and technical skills.
New technologies
SEOs keep on top of the latest trends such as voice search and implement strategies that help your website succeed.
Are you interested in learning how to rank higher in search engines? Book a free call to review your online presence and determine how Words Plus Design can help you with your SEO needs.
Book a discovery call to find out if our service is right for your business or organization
Shella Gardezi is a marketing, PR and SEO specialist with experience doubling website traffic and sales and getting features in national publications and on the airwaves.