A search engine optimization specialist (or SEO specialist) is someone who analyzes a client’s website and implements any necessary changes in order for it to be optimized for search engines. Search engine optimization specialists can be a company employee, an individual consultant, or can work for an SEO consulting firm. These specialists understand how to write specific SEO copy and have in-depth knowledge when it comes to keyword search. If a company (big or small) relies on web traffic for their sales or marketing, hiring a search engine optimization specialist is key to having a successful and profitable business.
A Search Engine Optimization (SEO) Specialist analyzes, reviews and implements changes to websites so they are optimized for search engines. This means maximizing the traffic to a site by improving page rank within search engines. A modern specialist must be a problem solver and decision maker, with the ability to prioritize and develop relevant and engaging content. An SEO Specialist will analyze websites for improvements, have an in-depth knowledge of keyword research, understand SEO copywriting and serve a liaison between various departments.
What does a Search Engine Optimization Specialist do?
A company’s website may look amazing, but if it isn’t attracting targeted visitors and converting them into paying customers, then it’s not doing its job and can actually have a negative impact on the business.
When reviewing a website, a search engine optimization specialist will identify the company’s goals and understand who the target audience is. He or she will then put in place strategies to maximize traffic and improve search engine page rankings. This may be done by adding content that includes specific keywords or phrases, rewriting HTML title tags, fixing structural issues, obtaining quality in-bound links, testing website layouts, and experimenting with marketing and advertising techniques.
It is critical to the success of a business that the website conforms to the latest standards for SEO. Maintaining an understanding of what the search engines (especially Google) are using as criteria for SERP (the ‘search engine results page’) decides all of the design choices that are made.
What to look when hiring Seo Specialists
1. Years of SEO Experience: “Anyone can set-up an ‘SEO agency’ overnight and call themselves an SEO expert,” says Jill Whalen, CEO of High Rankings. “But that doesn’t mean they know what they’re doing. There are hundreds of little things that go into the bigger picture of doing SEO and it takes many years of experiencing what works and what doesn’t to truly do a good job.”
2. A Proven Track Record of SEO Success: It’s easy to talk a good game in SEO, notes Whalen. “There are tons of blog posts and articles that describe various SEO tactics one can use. But it’s another thing to have happy clients. Anyone looking to hire an SEO consultant or company should definitely check at least three fairly current references to discuss how the SEO company helped them succeed.”
3. Marketing Savvy: “Once you get beyond the technical issues of a website, SEO is a lot like traditional marketing,” says Whalen. “Content needs to be written in a way that outlines the benefit to the user while leading them to a sale. And it all has to be done in a way that also appeals to the people at the other end of a search engine who are looking for what your company has to offer.”