SEO combines marketing, sociology, and a technical part that is fundamental in any digital strategy today. SEO experts understand how users research and implement website improvements to drive traffic. When it comes to job advertisements, you usually have two options:
- Agency work for several clients
- Work internally in the marketing department of a company
When we talk about qualities, we can say that a good SEO manager is proactive and curious because search engine development is constant and needs to be recycled continuously. The profiles are very different: computer scientists, business, marketing and telecommunications experts, journalists, etc.
The demand for these profiles has grown exponentially in the wake of the pandemic. According to a consulting firm Michael Page report, hiring SEO positioning-related services has increased 36.94%, while the demand for professional digital strategy experts has increased 30.4%.
There is no college degree to certify you as an SEO manager or SEO specialist as it is a very hands-on profession that requires testing, forecasting, and analysis. We are talking more about a specialization. So, if you are planning on dedicating yourselves to the world of SEO, read on and learn what their features are in the business, their qualities, and the keys to becoming a factual search engine positioning professional.
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SEO functions within the company
Usually, the job of an SEO manager focuses on attracting organic traffic and increasing the sales of a website. However, this professional figure has changed and has adapted to the new search engine algorithms. In this way, the SEO manager had to acquire additional skills and at the same time be a content optimizer, taking into account the user experience and making decisions regarding digital strategy, as well as being creative and educational to survive.
Manage and optimize content
In the marketing industry, “content is king.” For this reason, most copywriters are directly cohesive into the SEO team. The content creator is the person responsible for producing valuable material for their digital audience. Offering valuable content to users allows companies to get closer to their target audience.
The content must be original and unique. The objective is to awaken the interest of the users. Once that is achieved, we will know their tastes and how they react to the launches. While copywriters focus on creating content, SEO managers focus on tweaking it attractive to Google’s cobwebs. Regarding content, we include those of social networks and those of the web and blog.
User experience
The SEO manager works to know what users want to find when they visit a web page. To drive more organic traffic to your website, you must know how to provide a good user experience. We could say that SEO and user experience go hand in hand because they have common goals. Google no longer only shows well-positioned results, and the pages it knows will meet users’ needs.
Publishing quality content helps users find the answers they are looking. A good title and tag SEO strategy, in turn, helps both positioning and improving the user experience.
Digital strategy
The SEO manager needs to be involved in the digital strategy as he is the one who spends most of his time on the website analyzing individual data to find out how users are using the website. Therefore, it is essential to consider the point of view of the SEO expert because he knows what is best for the website.
For those unfamiliar with the subject, a digital strategy combines communication channels and formats with a focus on inbound marketing to involve the public. Overall, it’s about generating and delivering this content in the most effective way possible.
SEO strategy
As we can imagine, the SEO manager is in charge of creating and developing an SEO strategy. A search engine optimization strategy is planning, describing, and implementing steps to improve search engine rankings. That is the positioning. It is the process that remains followed if you want to get more organic traffic to your website.
It includes everything from creating a keyword list, analyzing SERPs, creating content, optimizing the web for SEO, optimizing search intent, creating links to the page, improving and updating content, etc.
Negotiate backlinks
Backlinks are critical of SEO because they tell Google that another website thinks their content is valuable to link to theirs. Since a website receives additional backlinks, it is natural for search engines to rank this website in the SERPs.
These types of links are often difficult to come by. Hence, one of the functions of SEO managers is to negotiate their publication with other websites, blogs, or media.
Data monitoring and analysis
We know that data analysis is essential to develop a website and analyze the actions that work and those that do not. It helps the SEO manager understand if the website is performing optimally for search, driving traffic and not, and where to invest time and money.
A minimum level of knowledge in data analysis or mastery of any industry tools is required to analyze these factors. While some companies have separate analytics teams, analyzing data and highlighting actionable information will give SEO professionals a considerable advantage. With this in mind, analysis and insight are critical components in driving business and another factor that provides SEO professionals credibility and strategic advantage within the company.
