SEO Specialist

What is the role of an SEO specialist? An SEO specialist (search engine optimization) improves website rankings on leading search engines, such as Google.

Who is an SEO specialist - Job description details

Search Engine Optimization (SEO) has become a critically important part of the operations strategy of any company. In recent times, as technology has become more ubiquitous, maintaining a prominent digital footprint has become crucial. A company that does not enjoy an established online presence is at extreme risk of losing out to its competitors.  

A strong virtual presence broadens the organization's horizons and exposes them to new potential clientele from across the world. In addition, it helps companies build a brand and project their brand image and identity to the world. In a cutthroat business environment, those who are not virtually visible lose out on this customer base.  

Furthermore, they are faced with a bigger challenge. In the current world, when consumers are flooded with digital content and personalized advertisements, a company without a strong online presence is at risk of becoming irrelevant and slipping out of the public consciousness. Recapturing this attention can often be challenging and extremely effort-intensive.  

Thus, it is in their best interests to keep ahead of the game and build brands with a prominent digital footprint. But, how do they do that? Cue, Search Engine Optimization!

What is Search Engine Optimization?

Search Engine Optimization refers to how SEO specialists get to tailor online content across various media. As a result, it generates greater website traffic and figures with more prominent visibility on search engines like Google.

Companies create content across different media platforms with a major aim- to propagate it among the masses. The benefits associated with doing so include increased branding and access to potential customers. Therefore, a lot of careful attention goes into developing this content to be relevant, high quality, and informative. However, if it is not visible, the consumers will be unable to benefit from it, and the company's effort will be rendered unfruitful.  

Thus, it is in the best interests of all the involved stakeholders that the curated content is highly visible and accessible online. To get the accessibility increased, leveraging the potential of search engine optimization can help.  

All major search engines have enormous amounts of data and information that is uploaded on them. This information needs to be sorted by the search engine and logically classified. Only then can the search engine provide relevant results to consumers when they type in queries in the search bar? Custom algorithms determine this logical classification of the uploaded information. Thus, when you work with search engine optimization, you can create customized content, which scores highly in the ranking and evaluation of the search engine algorithm.  

To make it work, various techniques have come up depending on the evaluation criteria of the search engine ranking algorithms. These include writing shorter sentences and those that prominently feature keywords that the algorithm has given importance to. As a result, SEO is a powerful internet marketing strategy that can yield increased website traffic for any organization and help grow its digital presence.

Who is an SEO Specialist?

An SEO specialist analyzes and reviews an organization's content and recommends modifying the content after evaluation. In other words, you can say that the jobs of an SEO specialist include developing and implementing strategies for content modification, evaluation, and optimization.

They exclusively design these strategies to improve content visibility and engagement performance. In a one-liner, the jobs of an SEO specialist are to ensure that an organization's website figures at the top of search results within its domain and maintaining a brand's online reputation. In recent years, a career as an SEO specialist has become very lucrative.

Top Characteristics of a Seasoned SEO Specialist

The jobs of an SEO specialist require cross-functional skills. Therefore, many desirable characteristics help SEO specialists succeed in their field. Some of them include the following.

Prioritization:

SEO specialists need to filter through large amounts of content and find & highlight the most important aspects. Which aspects of the overall content have to be emphasized depending on what information is relevant to users and what information is prioritized by the search engine.  

They need to establish a balance between the two, and often there is considerable overlap. If the correct information is not prioritized, the irrelevant aspects will gain prominence, which tends to be counterproductive to ranking the organization's content.

Critical Thinking:

SEO specialists need to carefully evaluate the content and website of the organization and identify issues. This requires critical thinking and a granular approach. After critical evaluation, the specialist can suggest recommendations, which requires an even more analytical mindset. Lastly, critical thinking skills also come in handy when the specialist compares their organization's content to their competitor's. This helps create a comparative through which important insights can be derived.

Analytical Skills:

The analysis is often called the backbone of an SEO specialist. Anyone who has made a career as an SEO specialist is likely to have a firm command over analytic software that helps them quantify performance. This helps them find key performance indicators (KPIs) and track them to generate and interpret relevant data.  

Writing Skills:

Any SEO specialist worth their salt will likely have commendable writing ability. However, SEO remains driven by the content, and specialists are trained to draft relevant content of the highest quality. One of the trademark writing skills of an SEO specialist is organically inserting keywords into content without making it seem forced or artificial. This accomplishes the dual goal of creating enjoyable content as well as content that is highly optimized. At no point does an SEO specialist with good writing ability compromise on their content quality.

Flexibility:

An SEO specialist will do well to be flexible. They should be open to the possibility of trying and implementing new strategies to improve performance. Conversely, if a content strategy fails to deliver on expectations, they should have the flexibility to change course in due time. Thus, the approach of an SEO specialist should be flexible, but their targets should never be.

Tools Used by SEO Specialists

SEO specialists have firm command over certain tools, which help them create content that is optimized. These include:

Google Analytics:

Google remains the most popular search engine by far. Thus, using Google analytics for custom content monitoring and performance evaluation is crucial for any SEP specialist. Google Analytics quantifiably tracks website traffic and statistically represents data for easier analysis and interpretation. As a result, it is by far the most widely used analytics software by SEO specialists.

Keyword Finding Tools:

SEO specialists use a variety of keyword search tools depending on personal preference. But, broadly, they all do the same thing. These tools help identify the important keywords within any particular domain. The SEO specialists then organically insert these keywords into their content to increase its visibility and engagement.

Idea Generation Tools:

One of the biggest challenges an SEO specialist faces is constantly creating new content ideas to keep the content fresh and engaging. This might be tiresome and a creative drain. Moreover, to generate ideas, specialists have to keep updated with the latest trends painstakingly. The time spent doing this could be spent more productively by using the software. This software tracks the relevant trends within a domain and suggests ideas for SEO specialists to curate their content.

Benefits of Hiring an SEO Specialist

In today's digital age, hiring an SEO specialist would be a prudent decision for any organization. The benefits provided by an SEO specialist are far-reaching and outweigh the costs associated with hiring one. The return on the investment is typically high due to the increased marketing efficiency, brand visibility, and increased revenue. Some of the benefits include:

Better User Experience:

An SEO specialist understands the user's perspective and tailors the content to be appealing and attractive. This makes the content more engaging and generates a greater traffic volume- making your brand more popular!

Lead Generation:

A relatively unknown but very useful benefit of hiring an SEO specialist is that they can effectively lead generation for your organization. This is especially helpful for B2B and B2C organizations.

Higher Conversion Rates:

Your content might not be effectively capturing consumer attention without an SEO specialist. This leads to poor conversion rates. In addition, those who access your content may not be convinced to give you business. However, a good SEO specialist can maintain high visibility among your target audience, which helps build credibility and trust.

Establishing Brand Awareness and Building Credibility:

An SEO specialist works to make the company's website figure among the top ones within its category. An SEO specialist who is good at their job can project the impression that the company is one of the top players in the industry. This creates more brand awareness, and consumers tend to trust this company. It also subtly builds confidence and credibility among consumers about the brand.

Conclusion

Overall, an SEO specialist plays a crucial role in designing the communications from a brand to its customers. Considering this as a demanding responsibility, a company should invest in a seasoned professional who can contribute to commercial success! A wrong decision in this domain can have significant repercussions. 

About the author

has been working as a web developer and in online marketing since 1998. After building up a marketing agency and the exit in 2013, he consulted international groups as a freelance consultant. Since 2020, he and his team now offer staffing services in this field.

Dennis Hoinkis CEO, FSOM Group Corp.

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