Who could imagine living as an SEO specialist? Is it the same every day or is there something new every day? Currently, many people have some idea of search engines as a fundamental tool, as it is an integral part of marketing, both for small “family” queries and for mass searches on a global level.
However, few people still know the details, especially search engine optimization or, in other words, SEO. Most marketers tend to think that a few keywords randomly scattered across web pages will work, but the reality is much more complex. At this point, SEO knowledge and skills come into play. The reality is that it's really important for you to know the ins and outs of organic search so that websites and their pages get a positive rating. Today, companies understand that they need an employee who knows more than the fundamentals of optimization if they want to be first in search results. Therefore, they turn to an SEO specialist to be TOP-1 in search results.
Today, the demand for SEO specialists is quite high. SEO is one of the most in-demand digital marketing skills. More than 10,300 search engine optimization jobs are available worldwide every month. If you've tried SEO or digital marketing and are looking for a way to take your career to the next level to get more impressions or a better salary, consider whether you're ready to take a narrowly focused career path like SEO. In short, SEO specialists optimize websites and manage content and links on various web platforms. But let's look at this in more detail.
Effective SEO requires a lot more than keywords. Think about all the components that go into a solid optimization strategy and it will become obvious that days can be as varied as possible.
A typical day is likely to include a mix of the following SEO tasks:
Keyword research Google is constantly making changes to the algorithms that determine how websites work, but these algorithms don't remove the importance of keywords from the equation. Keywords are still the starting point for most search engines. As SEO specialists, we conduct keyword research to determine their popularity, competitiveness, and relevance. This makes it possible to create the best list of keys that you will need to work with.
Page enhancements As we have already said, SEO requires not only collecting keywords, but also optimizing pages, which has been, is and will be part of an SEO specialist's job. It includes: unique and high-quality content, carefully written metadata, a clean HTML code structure, internal links, and pages with high loading speeds. Optimization also involves testing various elements to determine how you can improve the conversion rate on a web page.
Creating links Google looks not only at your website and content, but also at what others “say” about you. By “they say” we mean links from other resources to yours, which is the degree of trust Google takes into account when ranking content. Part of a search engine optimization specialist's job is finding ways to get other web resources to link to yours legally.
URL construction Most likely, your organization has several types of campaigns running simultaneously that send traffic to web pages. You'll want to know what traffic is coming from which source. For example, a user can click on a link on an informational blog or tweet, visit a site from a Facebook post or ad, etc. The SEO specialist's task is to “build” unique URLs for these sources so that you can accurately determine where traffic is coming from.
Web analytics The only way to find out what works and how is to watch analytics. The SEO optimizer periodically checks analytics to see how the web resource, landing pages and keywords are performing, as well as from which channels traffic is coming.
Optimized for mobile phones Mobile devices have played a key role since Google started using Mobile-First in 2018. This probably won't be an ongoing task, but at the initial stage, an SEO specialist needs to make sure that all web content is mobile-friendly.
Stay up to date Talking about how often Google makes changes to its algorithms, part of an optimizer's job involves reading articles, blogs, and forums to keep up with SEO changes and developments. Google is constantly changing, so it's important to know all the details and nuances of innovations in algorithm updates.
Stay focused In today's fast-paced world, where emails, text messages, and chat messages are constantly vying for our attention, not to mention tweets and colleagues, a lot of things distract us. Given the variety of tasks SEO professionals already handle, focus will be a key element on the way to productive workdays!
Coordination with other digital marketing teams
While SEO professionals have a lot of tasks, we also spend a significant amount of time working with other teams involved in digital marketing, including:
social media team and SEO work very well together. SEOs work with the social media team to help increase brand awareness and therefore authority (which Google takes into account when ranking).
SEM command: The pay per click (PPC) team focuses on paid search and advertising. She coordinates with SEO specialists to find promising keywords.
PR (Public Relational) team: press releases and other promotional material are content, and content is essential for SEO. We work with the public relations team to ensure that any content that is created for PR is SEO-friendly.
content marketing team: As with the public relations team, the SEO specialist's role is to ensure that the content created is optimized for SEO. As a result, the optimizer is also part of the content strategy team.
web development team: SEO impossible without a good web structure. SEO specialists are closely connected to the development team, as they help create “clean” pages that have high loading speeds.
Most SEO specialists describe a combination of the above tasks, but when it comes to a typical workday, it's worth noting that the actual time spent on each task directly depends on what's going on at the moment. For example, when developing a strategy for promoting a web resource, SEOs spend more time researching keywords, while tracking industry news only when they have free time. Emails and meetings often take up most of the day. The types of emails and appointments depend on the type of SEO work.
It is possible to work as an SEO specialist either on the agency side or on the client side. While the overall daily tasks in both roles are the same, there are some differences, especially when it comes to emails and appointments. For example, customer meetings and in-house meetings tend to be very different, and part of the time spent on emails may well be focused on teaching clients the ins and outs of SEO. However, regardless of whether an SEO optimizer works on the client side or on the agency side, the path to understanding SEO should begin with mastering skills through regular training and self-improvement.
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