What Does an SEO Do

The Role of an SEO Specialist

An SEO specialist is responsible for ensuring that a website ranks as high as possible on search engines like Google, Bing, and Yahoo. While the specific tasks may vary depending on the website and industry, the primary goal remains the same: improving visibility and driving organic (non-paid) traffic to a website.

Here are some of the key duties and tasks an SEO specialist performs:

Keyword Research

Keyword research is the foundation of SEO. It involves identifying the words and phrases that potential customers are typing into search engines when looking for information, products, or services. An SEO specialist uses various tools (such as Google Keyword Planner, SEMrush, and Ahrefs) to uncover these keywords and understand their search volume, competition, and relevance to the business.

Once the keywords are identified, the specialist will strategically place them throughout the website content to improve its chances of ranking higher in search results. This process is called "on-page SEO," which we'll cover in more detail below.

On-Page SEO Optimization

On-page SEO refers to the techniques used directly on the website to improve its ranking. These optimizations include:

• Content Optimization: An SEO specialist ensures that the website content is high-quality, informative, and relevant to the target keywords. This includes using keywords naturally, creating engaging headlines, and ensuring the content answers the questions or needs of the audience.
• Title Tags and Meta Descriptions: These are the first things search engine users see in the search results. An SEO expert optimizes the title tags and meta descriptions to be compelling and relevant to the content, improving the click-through rate (CTR).
• URL Structure: URLs should be clean, concise, and descriptive. For example, a URL like www.example.com/seo-services is better than www.example.com/1234abc.
• Internal Linking: This refers to linking pages within the website to each other. It helps spread link equity throughout the site and makes it easier for search engines to crawl and index the content.
• Image Optimization: An SEO specialist ensures that all images on the website are optimized for both speed and SEO by using appropriate alt tags and file names, as well as ensuring the images load quickly.
• Mobile Optimization: With the increasing number of mobile users, ensuring that the website is mobile-friendly is critical. An SEO specialist checks that the website is responsive and provides a seamless experience on all devices.

Technical SEO

Technical SEO focuses on the technical aspects of a website to improve its crawlability and indexability. This involves ensuring that search engines can easily access and understand the site’s content. Key tasks in technical SEO include:

• Site Speed Optimization: A fast website is crucial not only for user experience but also for SEO. Search engines like Google consider page load speed as a ranking factor. An SEO specialist will work on reducing image sizes, using content delivery networks (CDNs), and minimizing JavaScript to improve site speed.
• XML Sitemap and Robots.txt Optimization: These files help search engines understand how to crawl and index the website. An SEO specialist ensures that these files are properly configured to avoid blocking important pages or content.
• Fixing Broken Links: Broken links (404 errors) can negatively impact a website’s SEO. An SEO specialist regularly checks for and fixes broken links to ensure a smooth user experience and prevent search engines from encountering dead ends.
• Secure Sockets Layer (SSL): Websites that use HTTPS (SSL encryption) are more likely to rank higher in search results. An SEO expert will ensure that the website is secure and protected by an SSL certificate.

Off-Page SEO and Link Building

Off-page SEO refers to activities that take place outside of the website itself but still contribute to its overall SEO efforts. One of the most important aspects of off-page SEO is link building.

Link building involves acquiring high-quality backlinks from other reputable websites. These backlinks act as votes of confidence for your website, signaling to search engines that your content is trustworthy and valuable. An SEO specialist may use several strategies to build links, such as:

• Guest Blogging: Writing articles for other websites with a link back to the business’s website.
• Influencer Outreach: Collaborating with influencers or industry leaders to gain backlinks and exposure.
• Social Media Engagement: Sharing content on social platforms can lead to natural backlinks as people find and share the content.

Content Creation and Strategy

An SEO specialist understands that high-quality content is essential for SEO success. Content creation involves producing blog posts, articles, videos, infographics, and other forms of media that resonate with the target audience.

An SEO expert ensures that the content aligns with both user intent and SEO best practices. This means the content must be well-researched, provide value, and answer the questions that people are searching for. Additionally, the content must be optimized for keywords, readability, and engagement.

SEO Analytics and Reporting

Finally, an SEO specialist regularly tracks and measures the performance of the website. They use analytics tools like Google Analytics, Google Search Console, and third-party tools to monitor metrics such as:

• Organic Traffic: The number of visitors arriving from search engines.
• Keyword Rankings: Tracking the rankings of targeted keywords.
• Conversion Rates: Measuring how well the website turns visitors into customers or leads.
• Bounce Rate: The percentage of visitors who leave the site after viewing only one page.

By analyzing this data, the SEO specialist can adjust their strategy and tactics to improve performance and achieve better results.

Why SEO is Important

SEO is crucial for any website because it helps increase organic traffic, build credibility, and improve user experience. When a website ranks high for relevant keywords, it’s more likely to attract clicks and traffic from potential customers. As a result, SEO helps businesses generate more leads, sales, and revenue.

Furthermore, SEO is a long-term investment. Unlike paid advertising, which stops bringing in traffic once the campaign ends, SEO efforts build over time. As a website gains authority, its ranking improves, and the traffic continues to grow.

Conclusion

An SEO specialist plays a pivotal role in helping businesses increase their online visibility and drive more traffic to their websites. They use a combination of on-page, technical, and off-page SEO strategies to ensure that a website ranks well on search engines. With the right skills, knowledge, and strategies, an SEO expert can make a significant difference in the success of any digital marketing campaign.

If you want your website to rank higher and attract more visitors, investing in SEO services is an essential step in the right direction.