How Can A Seo Specialist Do To Help Your Online Business?

By Author: Maria Gini
Total Articles: 505
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In an increasingly digital world, the web is becoming the backbone of how businesses engage with customers and potential customers. This trend has created a digital ecosystem that comprises a new breed of skilled professionals in web marketing and web technology. The SEO specialist plays an important role in this new digital ecosystem. It is this person who works behind-the-scenes to ensure that your web site is optimized.
That means making sure that the content is written and organized effectively. It means identifying broken links that may arise due to content that has been deleted and creating new links. The SEO specialist must constantly upgrade his/her knowledge of what key words to use in the content. The challenge here is to strike a balance between inexpensive keywords that yield results in pay per click marketing campaigns and those that are better suited for building the brand and growing organic traffic to the web site.
Just as it is important that your web site is consciously designed to attract crawlers and spiders of ...
... various search engines, it is also important that there be nothing in terms of content or other aspects that repel it. This could be in the form of "black hat" techniques. A good SEO specialist must be aware of both white hat and black hat techniques and work closely with you to promote the former and scrupulously avoid the latter. This is critical, for the use of black hat techniques can run your web site afoul of search engines.
Whether as an employee of the company or service provider, the SEO specialist must familiarize himself/herself with the relevant branding guidelines so that the company's presence on the web does not dilute its brand image. This means ensuring that the right tone of voice is used in developing content; it also means using the fonts, logos and colors specified in the company's branding manual.
The SEO specialist must possess strong networking skills, so that s/he can build working relationships with different parts of the organization. This will help in getting information updates that can keep the web site current. Equally important are strong writing skills, so that s/he can complement the writers in the organization. This also requires the person to be a strong team player who is able and willing to play the role of an independent contributor as well. As businesses get more and more specialized, the content must reflect the expertise, superior product quality and other points of difference clearly and concisely. That is why familiarity with a variety of business domains is desirable. Personal and professional integrity and ethics are also crucial traits, as are communication capabilities.
Some organizations have the luxury of a dedicated SEO specialist. In other companies, this role may be merged with the roles of a web technologist and/or SEO marketing service providers. In the latter scenario, the individual must have a wider base of expertise and experience. S/he must be able to suggest various marketing experiments, track the results and fine-tune future campaigns to make them more effective. All things considered, this role plays a pivotal role in delivering ROI from the marketing budget. So make sure you get someone good!