What are an SEO Specialist’s Roles and Responsibilities? Why is this person so important in the digital world?
There is a huge amount of content doing rounds on the internet, and each minute, millions of new pieces are being added. All of this content is being created to attract people to websites. But how does this happen? Does uploading content directly drive people to websites?
This is where SEO specialists come into the picture. They help websites rank on search engines like Google, so users can find the right business and vice versa.
For more information on SEO Consultant, read the full article with Pritish Kumar Halder.
How an SEO Consultant Can Impact the Business Bottom Line
Hiring an SEO consultant, although not always cheap, is worth every cent.
If you’re a business owner, here’s how bringing an SEO consultant onboard can help your business:
They can help improve your search engine rankings on Google search for competitive keywords.
They can help increase organic traffic to your website.
An SEO consultant can improve the credibility of your business by strengthening your online presence.
They can help you deliver a positive user-experience and build customer loyalty.
Of course, all of the above, will ultimately lead to improved brand awareness, increased customer engagement, and better conversion rates.
A well-designed SEO campaign that integrates perfectly with the broader marketing strategy can do wonders for a business. But that’s only possible if it’s devised and executed by an experience professional.
The Roles and Responsibilities of an SEO Consultant
On the surface, every SEO consultant has one core responsibility – to ensure high rankings of their client’s website in organic search results.
Here is a comprehensive description of what an SEO consultant does:
1. Understand Business Niche and Requirements
Before anything else, a good SEO consultant would take a step back to understand the business, its niche, and its strategic objectives.
For that reason, they work closely with the main stakeholders – usually the CEO, CMO, president, etc. – to understand everything.
This core responsibility enables them to devise a solid SEO strategy that only uses white hat tactics to yield promising results.
It is during this phase that the SEO consultant describes their goals (that align with the strategic objectives) and sketch out a roadmap.
2. Conduct Extensive Keyword Research
A crucial aspect of an SEOs job is to conduct keyword research.
This means discovering different terms/queries that people within the target audience of your business typically search for on Google or any other search engine. Using an SEO tool, like Ahrefs or SEMrush, the consultant shortlists the most relevant and profitable keywords, and then work towards ranking for them.
To shortlist promising keywords, the consultant looks at a bunch of different metrics, including:
Search Volume – the total number of people searching for a specific keyword. If only a handful of people type in that keyword, there’s no point in going after it.
Keyword Difficulty – scored from 0 to 100, KD shows how difficult it is to rank for a given keyword based on its search volume, the quality and depth of existing content, and the reputation of websites currently ranking for it.
Domain Authority/Rating – although not an official metric, it shows the potential of a website to rank for difficult keywords.
After shortlisting profitable keywords, the SEO consultant maps them out to the landing pages on the website.
3. Assist with the Content Strategy
With the list of keywords at hand, the SEO consultant – in collaboration with a content marketing strategist – to create a detailed content strategy.
- Coming up with new content ideas for the website’s blog
- Creating a comprehensive calendar to ensure consistent creation of content
- Allocating resources for guest posting (more on that later).
- The consultant ensures that the content created is not only optimized for the keywords, but is crafted according to the search intent.
4. Perform On-Page SEO
This is where the technical expertise of the SEO consultant comes into play.
On-page SEO refers to optimizing your website for a smooth user-experience. This involves technical SEO, including, but not limited to:
- Fixing problems that might be affecting the site speed and page speeds of individual landing pages
- Ensuring all pages are mapped out to appropriate keywords
- Ensuring that the website doesn’t have any indexing issues
- Paying attention to security issues and implementing SSL certificate
- In addition, the consultant also sets up Google Analytics and Search Console to keep track of performance.
That’s still the tip of the iceberg. Any other SEO task performed on the website comes under the definition of on-page SEO.
5. Develop and Execute a Link Building Strategy
Link building refers to creating high-quality backlinks (i.e., links from other websites pointing to yours).
If you’re not spending enough resources on creating quality backlinks, nothing else matters – especially if you belong to a competitive niche. That’s because Google and other search engines consider quality links as the most important ranking factors.
The consultant employs different link building tactics, including:
- Guest posting
- Broken link building
- Content outreach (such as sharing infographics)
- Unlinked brand mentions
- Content syndication and repurposing
The consultant picks the tactic(s) based on the company’s resource and niche.
6. Collaborate with Different Team Members
As with every other pillar of internet marketing, SEO entails a lot of things.
Having one person do everything, from creating the strategy, executing everything, and then reporting is just unrealistic.
The SEO consultant has to collaborate with different team members, including content marketers, PR professionals, designers, web developers, and stakeholders to ensure smooth execution of work.
7. Analyze Performance and Report to Stakeholders
Last but not least, the consultant is responsible for gauging the performance of their SEO efforts and presenting those numbers to the relevant supervisors.
A client business may be interested in knowing about the following metrics:
- Organic search traffic
- Keyword rankings
- Organic conversion rate
- Click-through rate
- Bounce rate
- Do-follow links
A smart SEO consultant creates case studies on their most successful projects and use them to capture more clients.