Search Engine Optimization (SEO) is the act of improving a web site to improve the odds of it ranking high in the search engines. All other things being equal, the higher a site ranks, the more likely it is that a visitor will find the site and thus, increase its conversion rates. In most cases, this means converting visitors into customers. However, this isn’t always necessarily because the optimized website is any better design aesthetic or is even more functionally complete than its competitors, but instead…
The act of SEO is simply a marketing tool.
It’s a way for a company to establish themselves as an expert in their field. In most cases, SEO consultants will utilize off-page SEO tactics to help promote a site. These include strategically using keywords within the copy of a website, linking to similar sites on the Internet, and optimizing images with key phrases within the meta tags of the images themselves. On-page SEO can be challenging, and time consuming, but is essential to reach a high-ranking position within the search engines. This essentially means that the company is more knowledgeable about their industry, has done the work necessary to build the credibility of their brand, and has done so in a way that will draw attention to them and their offerings.
SEO consultants utilize a variety of tools in order to promote a web site.
Some of these include web design and development, keyword research, content writing, and keyword research and optimization, all of which can help a business to improve its visibility and rank within the search engines. SEO experts will also utilize off-page digital marketing strategies such as email campaigns and pay per click advertising. This strategy is less reliant upon creativity and innovation as it relies more on the placement of keywords within the copy and titles of websites.
Each job description of a Search Engine Optimization consultant will describe the duties and responsibilities of the position. Generally, a consultant will be involved in several areas of the process. The primary duties of a consultant include building links, which can improve a business’s ranking on search engines like Google, Yahoo!, and Bing. Link building can take many forms, including placing advertisements within forums and articles on various topics. In addition to building links, consultants will also analyze website statistics and perform research about competitors.
Additionally, a consultant can take the preliminary step of analyzing website traffic. Analysis of traffic allows a consultant to understand what types of visitors are coming to websites. This allows a consultant to know how to best target the customers who will most likely be interested in the products and services offered by a business. Analyzing keyword rankings can help a consultant to determine where best to advertise a site. Keyword research is important in Search Engine Optimization because keywords are the words most likely to appear in a user’s search. As a result, SEO consultants will often perform keyword research and compare that keyword ranking data with other sites to find opportunities for improvement.
Another task performed by a Search Engine Optimization consultant is to create Meta descriptions and title tags, which give an overview of the content on a web page. Meta descriptions and title tags also allow SEO specialists to compare pages and identify common problems. Title tags, which appear at the top of the search engine results page, also help professionals compare different pages to identify keywords and phrases. Properly tagging a web page helps visitors understand what the page is about. These tasks make it easier for SEO professionals to find ways to improve their positions on search engines and increase the amount of traffic.
A consultant may also work with a marketing manager to create marketing materials to promote the company and build brand awareness. Consultants also assist in writing content for a company’s Web site, creating keywords and key phrases, and researching Web 2.0 tools that can be added to the website. They also may work with the public relations department to create press releases, blog posts, and Web content to increase brand awareness of the company. SEO consultants realize that search engine optimization is only part of the complete package. The Web site needs to be user-friendly and searchable by potential customers. In addition, the business must have a strong customer service presence, be easy to find, and offer plenty of information about the company.
SEO companies are often hired by businesses large and small to increase revenue and improve conversion rates. Companies large and small should first analyze their Internet traffic and sales figures to determine if SEO is needed.
- SEO consultants can increase traffic and improve conversion rates by using a variety of tools, such as pay per click advertising and online classified ads.
- They can also increase web design rankings and increase page rankings in search results.
- Once a company understands the value of SEO, they may decide to hire an SEO consultant to implement a comprehensive strategy.