Nowadays, most businesses are online, with 2.64 billion online buyers globally as of 2024. In such a vast digital marketplace, it’s crucial to enhance the visibility of your business on various platforms, whether it’s social media or your website.
This is where an SEO specialist comes in. They optimise your online presence, ensuring your business can effectively reach potential buyers and stand out in a crowded digital space.
Want to know more? This article is your guide to the role and responsibilities of an SEO specialist.
Understanding the Core Responsibilities of an SEO Specialist in Today’s Digital Landscape
The following are the things that an SEO specialist does:
Marketing Strategies & Techniques: How SEO Specialist Drives Organic Traffic
SEO specialists often design and implement marketing strategies that are aimed at attracting organic traffic to business online platforms. They analyse marketing trends and the needs of the target audience to develop marketing techniques that draw in potential customers.
They do this by closely collaborating with SEO consultants as well as marketing experts and publishing content specifically optimised for search engines. For instance, they may leverage the potential of social media marketing, where they optimise posts and engage with followers to build brand awareness.
In addition, they use email marketing, sending newsletters featuring a link back to the official website, which drives organic traffic to your business.
Foundation of Successful Campaign: Keyword Research & Analysis
Keyword research is the backbone of almost every SEO strategy, and an SEO specialist is a pro at keyword research and analysis. They find keywords and phrases that your target audience searches for and that are relevant to your business.
SEO specialists first gain a deeper understanding of your business and its offerings. They then brainstorm topics that are closely related to your services by imagining themselves as customers.
Next, they employ tools like Ahrefs and SEMrush to conduct extensive research on different terms, analysing their search volume and keyword difficulty. These metrics give them insight into which terms have the potential to rank better in search engines, so they use them accordingly.
On-Page SEO: Strategies to Optimise Website for Better Rankings
An SEO specialist primarily focuses on on-page SEO to optimise the website content for search engines and other users. Here’s what they do in on-page SEO:
- Header Tags: SEO specialists structure your website content using header tags (H1, H2, H3) to help search engines understand the content hierarchy as well as improve readability.
- Meta Data (Meta Tags and Meta Descriptions): They also craft compelling meta descriptions and tags to display your website’s content accurately.
- URLs: SEO specialists also create keyword-rich and clean URLs that easily rank high in search engines.
- Internal Links: They also place reliable and high-authority internal links throughout your content to improve indexing.
- Image Optimization (Including Alt Text): Image optimisation is another important on-page SEO responsibility of SEO specialists, who compress file sizes and include relevant alt texts to enhance content understanding.
Most importantly, SEO specialists create engaging content for your website and other social media platforms, such as blogs, infographics, and charts, to better connect with your audience.
Off Page SEO: Building Links, Authority & Trust
If you think the responsibility of an SEO specialist ends right at on-page optimisation, you are wrong. SEO specialists also take care of things that happen on the website to improve the overall website ranking. For instance, they:
- Do local SEO, such as listing the business on Google My Business, to attract specific geographic audiences.
- Engage with industry experts to get insights on what can be improved in the business offerings.
- Contacting other businesses to request opportunities for guest blogging and request backlinks.
Measuring Success: Tools & Metrics to Track and Improve Performance
Now that everything is in place, SEO specialists must monitor the strategies and content they have incorporated to measure success. For this, they can track relevant KPIs like:
- Conversion Rate: Conversion rate is known as the percentage of users who actually completed a desired action, like making a purchase or filling out a form, compared to the total number of visitors.
- Bounce Rate: It’s the percentage of users who visit a website and leave instantly without further navigation or purchase.
- Page Loading Speed: Page loading speed is another important SEO KPI that indicates the time it takes for your website page to load across different devices.
- Organic Visibility: It’s the measurement of how often your website appears in search engines for a specific query without paid advertising.
If any of these KPIs show poor website performance, SEO specialists redesign the SEO strategies to address underlying issues and improve user engagement.
FAQs
What is an SEO specialist, and what do they do?
An SEO specialist analyses and implements changes to a website so it’s optimised for search engines like Google. They perform on-page and off-page SEO and create highly engaging content for your business.
Why is SEO important for digital presence?
SEO is important for digital presence because it enhances your website’s visibility in search engines. As a result, you see increased traffic and more sales, which are necessary for business success.
How does keyword research impact SEO?
Keywords are the terms that the target audience uses to search for your services. By using these terms strategically, you can maximise your chances of attracting organic traffic, which is important for SEO.
What are on-page and off-page SEO?
On-page SEO refers to optimising elements within your website, such as internal links, meta tags and descriptions, and URLs. Conversely, off-page SEO refers to actions that happen off the website, such as backlinking and social media engagement.
What are backlinks, and why do they matter?
Backlinks are the links from another website to your website. They matter because they serve as a “vote of confidence”, indicating to potential users that your content is authentic and high-quality.
What role does content play in SEO?
Content is the lifeblood of SEO. It lays the foundation for your visibility to both users and search engines. It informs search engines that a website is worth recommending, allowing you to rank higher in search results.
Conclusion
SEO specialists are individuals who work on improving your website’s visibility, credibility, and ranking. If you are struggling to find the right SEO specialists, 3 Phase Marketing has got your back. We have a team of SEO experts who perform both on-page and off-page SEO and market your content on different platforms so you maximise your online presence.
Why wait? Contact us today to learn about us, elevate your digital strategy, and fulfil your business goals!
