The job of an SEO specialist involves boosting websites’ ranking on search engines. This is achieved by optimizing on-page content, using keywords to drive traffic and increasing brand awareness.
SEO specialists often work with a range of teams within a company including sales, marketing and IT. This means that communication skills are crucial.
On-page optimization duties
An SEO specialist improves website rankings on major search engines, such as Google, Yahoo! and Bing, to generate relevant search results and a positive user experience, increase site traffic, lead volume and brand awareness. He/she ensures on-page optimization through content development, coding and technical strategies.
On-page optimization is the process of optimizing a web page to increase its visibility and performance in search engine results pages (SERPs). It includes the graphical, informational and textual content on a webpage and its HTML code. It also involves analyzing and optimizing keywords, and creating content to answer specific queries related to the product or service offered on the web page.
In order to be effective in this job, an SEO specialist should possess superior hands-on technical knowledge and exceptional client communication skills. He/she should also be able to keep up with changing search engine algorithms and trends.
The primary focus of on-page optimization is to provide search engines with relevant, logically structured and user-friendly content that meets the needs of users in their quest for information about a given product or service. This makes it easier for the search engine to analyze and match a specific search query with relevant web pages.
This is achieved by utilizing a variety of on-page optimization tools, including keyword research, meta tags, internal links and HTML title tags, to create content that meets searcher expectations and satisfies the needs of both humans and search engine robots. It’s also important to optimize for user-friendliness and make the page as logical as possible for both humans and bots.
One way to do this is by incorporating relevant anchor text throughout the content, pointing to different sections of the page. This helps both bots and human visitors navigate the page, and spreads link equity among the most important categories or service-related pages on your website.
Another key component of on-page optimization is to use URLs that are logically related to the content of each page and that have an appropriate length, making them search engine-friendly. Using a keyword in the URL is also beneficial for SEO, as this can help your page rank higher for that term in search results.
Off-page optimization duties
SEO specialists are in charge of improving search engine optimization (SEO) campaigns. Their duties include executing both on-page and off-page SEO activities, analysing the results of these campaigns and recommending actionable strategies for better rankings.
Off-page SEO involves promoting your website and brand across the internet. This includes things like commenting on blogs, joining forum discussions, guest posting and creating valuable backlinks.
The primary goal of off-page SEO is to increase the authority of a domain through links. In this way, a website with a high number of backlinks can float to the top of search engine results pages (SERPs).
As an SEO specialist, your job is to research and choose keywords that are relevant to your business or niche. This is done using keyword research tools and determining popularity, competitiveness and relevance.
Another part of your off-page optimization strategy is creating high-quality content that users will enjoy and share. This will help you build a community around your brand and improve your ranking in the SERPs.
You can also participate in online forums and chat rooms to promote your website. Quora, Reddit, Yahoo Answers and eHow are some of the most popular hubs that you can visit for this purpose.
Lastly, you can also create social media profiles to promote your website and engage with your target audience. This can be done using platforms such as Twitter, Facebook and LinkedIn.
Aside from these, there are a lot of other ways to promote your site and get it noticed. This could include social media marketing and email marketing. You can also make use of other digital marketing strategies, such as content marketing and paid advertising.
Link building duties
SEO specialists use their knowledge of search engine optimization strategies to optimize a website’s online visibility. The work involves ensuring that digital content reflects the company’s brand, meets certain criteria used by search engines to determine search engine ranking, and provides an optimal user experience.
Link building is one of the most important aspects of an SEO strategy, and SEO specialists must conduct thorough research and outreach to acquire high-quality links from relevant sites. These links can help improve search engine rankings and drive referral traffic to a site.
Among other duties, an SEO specialist must perform keyword research to determine the popularity and competitiveness of key words and phrases that are relevant to a business. He or she also must identify potential backlink targets and create a list of possible sites to contact for link exchanges.
The most common link-building methods include email outreach and contacting resource or article directories. Other tactics include networking with influential bloggers and sites, creating partnerships, and posting on industry forums.
In addition to generating backlinks, SEO specialists must monitor the web presence of competitors and ensure that their websites are not linked to by questionable sites. They should use tools like Google Search Console to reject dubious links.
Link building is not a quick fix and requires patience, but it is an effective way to increase your website’s search engine ranking. However, it is important to avoid using shortcuts, such as buying links.
When you’re looking for backlinks, it’s critical to find reputable sites that are relevant to your niche and have high domain authority. These sites are often trusted by search engines and have a higher page rank than lower-quality sites.
For example, a restaurant review on The Guardian is likely to receive more attention from Google than a link on a horseback riding school website. This is because the restaurant review is a credible source of information about restaurants and horseback riding schools, while the horseback riding school website may be irrelevant to your target market.
A successful link-building campaign involves targeting targeted audiences with relevant and timely content. You can also promote your website’s new content by inviting relevant bloggers and websites to link to it. When you do this, make sure to personalize your approach. You should include a relevant call to action and mention a specific piece of content that you’d like them to link to. This approach can help you build strong relationships with other influencers and gain their trust.
Website analysis duties
An SEO specialist performs a number of analysis duties on a daily basis. These tasks are essential to ensuring that a business’s website ranks well on search engines and that its content receives the exposure it deserves.
Often, an SEO specialist is responsible for working with a team of other marketing professionals to help drive brand awareness and convert visitors to customers. This includes social media specialists, paid search experts, digital marketers and email marketing specialists.
It is vital for an SEO specialist to have a deep understanding of the broader digital marketing industry. They should also be aware of how content marketing and consumer psychology affect SEO strategy.
They should also be able to identify and communicate SEO strategies that are effective in achieving specific company goals. For example, if an organic traffic increase occurs, an SEO specialist will be able to analyze the case report and determine what tactics were used in the campaign that led to that boost.
Another part of an SEO specialist’s job involves evaluating a site’s current content and identifying areas where changes are necessary to improve its performance. This can include analyzing backlinks, keywords and formatting to ensure that the site will be optimized for search engine optimization.
The goal of an SEO specialist is to make a business’s website as attractive and user-friendly as possible for potential customers. This is done by utilizing keywords, links and other content that is relevant to the product or service the company provides.
To do this, an SEO specialist must have strong communication skills and a thorough understanding of how search engines work. This is particularly important if they are working with clients who don’t understand the ins and outs of SEO.
In addition to their technical expertise, SEO specialists should be familiar with web design and development. They should be able to implement changes on a website that are compatible with Google’s latest standards for search engine optimization. They should also be able to use programming languages such as CSS, HTML and PHP. This knowledge is crucial for implementing new strategies to ensure that a business’s online presence is as visible as possible.