Contrary to popular belief, an actual SEO expert will be doing a lot more than buying thousands of cheap backlinks.
People new to SEO often find themselves scratching their head on what the people involved in this field do. At one time, you'll find them writing paragraphs. And a few minutes later, they'll be working with the codes. So it's worth asking what SEO experts actually at the workplace. In this article, learn everything SEO professionals are tasked with doing.
To understand what SEO experts do, you must first understand what SEO actually is. SEO stands for Search Engine Optimization. It refers to the process of optimizing websites and web pages for ranking on the Search Engine Results Page (SERP).
As per estimates, there are over 2 billion websites, and the number is going up. Since search engines like Google rank pages in chronological order, not every website will rank at the top of SERP. SEO professionals are tasked with ranking the websites for specific given keywords. Much of the day-to-day activities that they do are concerned with ranking the website.
SEO is just a component of digital marketing. A few experienced SEO professionals often work cross-functionally with other departments of digital marketing. But the main role is always to rank the websites and earn as much organic traffic as possible.
SEO is a continuously evolving field. Google, the biggest search engine on the planet, alone makes about 500-600 changes to its algorithm. So the exact duties of SEO professionals change from time to time, but some of them remain constant.
This is top-level work that SEO professionals engage in. SEO is, after all, a marketing channel for businesses and brands. They get in front of the customers searching for something and either generate a lead or deliver a marketing message. Different businesses will have their own requirement and specific marketing objectives.
SEO professionals must understand these requirements. This will include learning about the client's expectations, budget, and the time frame in mind.
For most of the clients, the objectives are like they want to generate leads, increase e-commerce sales, raise brand awareness, solidify their reputation, and things along those lines. It's the SEO consultant's responsibility to understand these objectives.
In SEO and Search Engine Marketing, in general, everything is based on keywords. These are the words people type into the search engine to find the information they're looking for. So for a real estate business, the key phrases to target might be "House for sale," "Houses under 25,000", "2 BHK Flat Apartment," and so on.
To get these keywords, SEOs work with tools like Google Keyword Planner, SEMRush, UberSuggest, Keyword tool, among others. By combining the results from all the tools, they create a list of potential keywords that are worth targeting with SEO.
Researching the keywords is a time-consuming undertaking. He or she spends a significant time researching, selecting, de-selecting keywords.
Search Engines like Google, Bing derive information about a particular website or web page by looking at the tags. These tags are Title tags, Meta tags, and Image Alt tags.
The SEO executive should put the keywords inside these tags in a natural way. If it looks forced, then Google may penalize the website for implementing black hat tactics.
So if you’ve ever seen your SEO friend working with codes, then probably they’re inserting the keywords.
Link building is another major component of SEO. It can make or break an SEO campaign. Link building refers to generating hyperlinks from other websites that point to the client’s website.
So if you’ve ever clicked on a hyperlink, then probably it’s done purposely by an SEO professional. They generate links from a variety of sources like web directories, blogs, forums, and other websites that are in the same niche.
While the number of links is important, it's the quality of backlinks that matters the most. Quality backlinks from authoritative websites are hard to earn. An SEO specialist creates a strategy on how to earn these links.
Schema help websites stand out in the SERP. SEO professionals work with Schema.org to create a Schema markup for your website. Once implemented, searchers will get some context about the website before clicking on it.
So even the website isn’t ranked number 1, people may still click on it because of the rich microdata.
Schema markup requires working with HTML tags and XML. So there’s some technical knowledge involved.
Optimized content is also important for ranking a website for specific keywords. Just like the keywords should be in the tags, they should also be used appropriately in the content.
Writing thorough content is actually the task of a content writer. When it’s a long-form article that requires 5000+ words, an SEO executive will be too busy to get it done. It’s the writer who will create the article from scratch.
But the SEO professional will oversee the content creation process. He will supply the keyword, title, subheadings, and other guidelines that the writer must follow.
For smaller requirements, the SEO executive might decide to write it out on his own.
Clients will ask for reports on a weekly or basis to learn about the performance of their website. It is the SEO professional’s job role to prepare a comprehensive and digestible report for their clients.
By looking at the report, they should be able to know what the current rankings are for particular keywords, how much traffic is coming in, and how much of the traffic is converting into leads.
Depending on the client’s requirements, the report can have charts, figures, and screenshots too. Whatever the requirement, the SEO professionals should understand it and prepare the report accordingly.
With the rise of multi-channel marketing, SEO professionals now have to work with cross-functional teams. So they will be spending time with the UX team one day and with the social media marketing team the other day.
So the list of responsibilities is continuously growing the SEO professionals. But ranking the websites and maintain the rankings is the primary objective of the professionals in the SEO industry.