What Does an SEO Consultant Do?
This position is an important component of the marketing campaign and team.
If your website isn't getting a lot of traffic, you may need to improve your search engine optimization (SEO) strategies. There is no game? It's no issue if there isn't one. An SEO expert can assist you if you don't have one.
What exactly does an SEO specialist do?
A search engine optimization (SEO) professional works to improve the rankings of a website on major search engines like Google, Yahoo!, and Bing.
The digital marketing specialist works with the rest of the team to achieve relevant search results and a positive user experience, as well as increasing site traffic, lead volume, and brand awareness. By generating more leads for the business you'll open new opportunities for driving growth and profit.
Conversion rate optimization, also known as content marketing or CRO, is a term used to describe this kind of work. You can also use the job title of online marketer or digital account executive for this type of work.
What skills does an SEO specialist need?
This isn't an exhaustive list, and I'm sure there are individuals out there who have accomplished things without these talents - but what good would a list be if there wasn't some contention?
Here are the top 4 skills that a SEO specialist should have.
This is a tough one to quantify, but it's critical for SEO specialists to be able to detect causation from correlation.
SEO specialists should be able to look at data and understand the “3 What’s”:
Why “what happened” happened.
What we should do about it.
These questions ensure that the consultant understands that they understand the problem from multiple angles and use data and logic in their decision-making.
Speaking & Writing Ability
One who does their own keyword research and produces content with it is considerably more valuable than an SEO specialist that merely places keywords in articles.
We're not just talking about articles like this one or giving talks at conferences.
SEO specialists are people who can influence internal teams and clients to make the correct decision, which is a tall order. Every one of these entails speaking and writing abilities.
SEO requires not only a high level of confidence, but also the ability to condense complicated notions and thoughts into concepts that non-SEO individuals can comprehend and act upon.
Technical & Programming Skills
SEO professionals will make recommendations about page speed, rendering, lazy loading, server-side redirects, microdata tagging, and basic HTML tags. All these conversations go easier if you can speak with the developer and offer insights rather than just demands.
Finding out where the developer is coming from when they push back can be beneficial in resolving conflicts. Estimating the level of effort vs. the SEO impact is also key.
SEO experts don't always need to be able to code, but they must be aware of the coding ramifications of the modifications they propose and what that entails for developers. It's not enough for an SEO expert to just take a Google page speed report and pass it along to the developers. You must know what those changes are, what they imply for the site, and how much work is required to make them.
Knowledge of the technicalities also allows you to make your life simpler, whether it's creating a fast Python script to automatically add hreflang to your XML sitemap or a quick scraper for data gathering.
There are a lot of fascinating possibilities for an SEO specialist when search engines become more sophisticated in the use of machine learning and NLP.
Today's SEO professionals are producing incredible things with data and code to help them gain an edge on insights and win projects.
If you're looking for a professional to manage your website, it's usually preferable to find someone who works solely with websites. He or she can save a lot of time by accessing Adobe or Google Analytics and pulling their own data.
A basic understanding of company KPIs is also necessary for effective SEO strategy.
SEO consultants should have the opportunity to get Adobe and Google Analytics certified because even if they aren’t pulling the data, the understanding helps – but also, most of the time we end up pulling the data.
If you don't have the ability to pull and segment data, you'll be missing out on some insights.
How do you become an SEO consultant?
A marketing degree is beneficial, but since SEO is so particular, there aren't many college courses that will teach you the skills you need, according to Horton. He suggests reading through the vast amount of material on the internet.
Start by taking Google's or Bing's online certifications or social resources and industry keynote sessions at sites like QuickSprout and AHrefs.