SEO or search engine optimisation is something of an invisible science. It takes time to get a site ranking and clients can sometimes be frustrated by the lack of visible changes. Link-building and onsite SEO, in particular, are so important but they\u2019re not something the client really sees.<\/p>\n

This leads to the question then: what does an SEO (search engine optimiser) actually do?<\/p>\n

The SEO wears many hats\u2013and in the wider sense, we\u2019re going to use SEO as an umbrella term for a digital marketer too.<\/p>\n

You can expect a SEO Consultant to<\/p>\n

1. Create content and optimise it.<\/h2>\n

I\u2019m putting this point first because I have a bias for content, but also because content is so important. With so much of the internet moving towards mobile, it goes without saying that bite-size easily-digestible chunks of media are the future: just look at Facebook\u2019s attempt to capitalise on video. Auto-play video is an irritant on desktop, but on mobile, we\u2019re far more likely to engage\u2013and that\u2019s because we use mobile and desktop differently.<\/p>\n

Video and infographics are going to become tools in every digital marketer\u2019s\/SEO\u2019s repetoire, but long-form actionable content is still vital to desktop users. While mobile will continue on its upward trajectory, desktop users can\u2019t be forgotten either. An SEO finds that perfect mix of content, creates it, optimises it, and puts it online.<\/p>\n

Onsite SEO is equally valid of course, and getting meta descriptions and keywords right is the basis of every campaign.<\/p>\n

2. Social signals on social media<\/h2>\n

Twitter. Facebook. Pinterest. Google+. The list goes on.<\/p>\n

There\u2019s a belief in certain social media circles that the key is getting thousands of followers, but that\u2019s not true. Engagement is far more important\u2013and real engagement at that. Twitter, in particular, is huge for business: our stats from Twitter are strongest. But thread carefully. Mommy bloggers, for example, will have more success on Facebook and Pinterest, and Pinterest is great for generating links and small SEO boosts.<\/p>\n

The SEO will consider the business, its potential reach, its goals, and target markets and will advise a strategy or forge an online home. 60-70% of the buying process is now taking place before the consume even speaks to a human being\u2013which is a sign of the digital revolution.<\/p>\n

Consumers want a brand they can trust and that\u2019s why social media is so important\u2013and why it should be optimised with listening and monitoring tools.<\/p>\n

3. Become an infleuncer.<\/h2>\n

Point two, hopefully, leads to point three and becoming an influencer. \u2018Influencer\u2019 is one of those wishy-washy digital marketing terms, but it ties into building trust and establishing a tangible brand. The more you create good, solid content, the more your keywords organically rank and people find your business. The more people who find and trust your website and share your content, the more influential you become.<\/p>\n

Becoming an influencer isn\u2019t a bullet-proof strategy, but it\u2019s something every SEO needs to try.<\/p>\n

4. Strategise<\/h2>\n

A digital marketer\u2019s strategy is kept fairly firmly up their sleeve. It\u2019s what we do. Strategies can range from improving customer engagement to link-building. And no, link-building is not dead. It\u2019s still a legitimate process, but digital marketers need to be smarter about it. Traditional marketing services and PR are part of the future of link-building.<\/p>\n

5. Research<\/h2>\n

Keyword and market. We\u2019ve spoken about this before and we swear that post on how to do keyword research is coming! The more research, the more we know and the more we can capitalise on leads and get super specific with our keywords. We can\u2019t emphasise smart targeting enough. Which leads to:<\/p>\n

6. Analysing data<\/h2>\n

Data is a digital marketer\u2019s currency\u2013which is where the art of the invisible comes into play. Traffic increases and lead generation is our job, primarily. Analysing that data to improve strategies and to further increase traffic and leads is what digital marketing is all about. This is very visible to us, especially because we can be number nerds about webmaster and Google analytics in particular, but this isn\u2019t always something that translates to the client. Email marketing is the crux of bridging the gap between data and conversions and any good SEO knows their way around email marketing software like Mailchimp.<\/p>\n

Data allows digital marketers to focus on what\u2019s working and what isn\u2019t and zone in on how to improve the strategy. But remember: it takes time!<\/p>\n

7. Generate leads and hopefully convert those leads to sales.<\/h2>\n

8. Improving your business\u2019 rank = SEO!<\/h2>\n

Above all else, the goal of an SEO or digital marketer is to get your business found online via search engine ranking pages. The higher your rank, the more traffic you generate and in turn, the more leads you\u2019ll generate.<\/p>\n

It goes without saying: keyword density, strategies, social signals, link-building, etc., all enter the pot and form a cohesive strategy for our clients. We\u2019re playing by Google\u2019s rules and it\u2019s up to us to keep on top of algorithm changes and to know what\u2019s happening in the digital world.<\/p>\n

Digital marketing and SEO are a forever moving game. Stand still and you\u2019ll be swept away in jargon and big data and new KPI and claims that SEO is dead. There is no simple answer to what an SEO\/digital marketer does because every campaign is different, but I hope this posts gives you a better idea as to what an SEO really does!<\/p>\n

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