If you are interested in ways to improve the performance of your business then you may well look online. Over the last year, online or electronic business has grown. Partly this is due to people gaining more trust in making purchases over the net and also it is in part due to the pandemic.
During the last 12 months, there have been fewer people on the streets of cities and towns in the US, the UK, and the rest of the world. Although this was caused initially by enforced lockdowns this trend appears to be something that will continue.
Many experts feel that the high street as it was known before is gone and now the future for many transactions will be online. This means your website needs to function to its maximum potential.
How has retail changed due to the internet?
When you look at a timeline of e-commerce sales between 2000 and 2019 you can see that it has grown year on year, with the exception of 2008 to 2009 during the worst of the recession. Sales have risen from $27 billion a year in 2000 up to $578 billion in 2019.
It is figures like these that can help you realize the importance of having a website that is highly visible and appears in relevant search results. You already know what your website needs to look professional but did you know about all the other aspects that make it perform well enough to meet Google’s standards?
What is SEO and why do you need it?
As you have already seen above, the retail market is changing and if you are a part of that then you have to evolve too. Even if you don’t directly sell a product you still need to tweak your SEO and make improvements to your site to keep it visible in SERPs.
SEO or search engine optimization is the key to getting a website to perform to its optimum level. This means improving loading times, user experience, fixing any hidden problems, and much more.
Google has 200 signals that it uses to judge how good a website is and how it should be ranked. It looks at how well it responds to the user, is it trustworthy with good backlinks, how old the site is, how quick and how smoothly it loads. SEO can seem overwhelming to the average user but for a business it is vital.
How can you improve your SEO?
Of course, you may have an in-house team of techies who manage your intranet and can tweak your website too. Or the company that developed your website could help improve the SEO also. The problem is that you have to know what the right kind of SEO is for your business.
There are different areas of SEO including technical and local as well as just general SEO. Your website may need to run a local SEO campaign as that is where you should be generating your income from but currently, it is failing. If you are a new website then technical SEO is important to get your site indexed and ranked.
To improve your SEO the best way is to contact a dedicated company and with it hire yourself an SEO expert.
What is an SEO analyst?
These people are experts at looking at websites and then structuring an SEO strategy. They combine this with social media and other digital marketing campaigns to increase the effectiveness of the website. In short, they make your website entice more visitors and therefore increase revenue.
Employing an SEO analyst will bring someone with many skills and characteristics. They tend to be creative, have clear communication skills, and are passionate about digital marketing and of course, SEO.
What will an SEO analyst do?
Their role is primarily to increase the amount of incoming traffic to your website, make the site show up higher on SERPs, and of course, increase sales conversions.
They will do this by reviewing a website’s performance such as bounce rates, what backlinks there are, and the conversion rate, amongst other key areas. Once they have reviewed this they will then look at creating new or improving current SEO strategies.
An SEO specialist will typically be linked to the Marketing arm of a company so this means they will also be responsible for creating digital marketing strategies. They will make sure that the company’s social media accounts are performing their role in marketing the business and much more. SEO analysts perform long-term strategies and eschew short-term black hat techniques such as keyword stuffing to make sure your business’s website performs to its potential.
What are the key responsibilities of an SEO analyst?
To see just how much an SEO specialist will do for your company consider the following areas:
- They will build relevant unique content
- Submit content to other websites such as guest posts to build links
- Perform keyword research
- Optimize content such as videos and images
- Improve the user experience of a website
- Keep up to date with growing changes such as Core Web Vitals
- Increase the visibility of the website on Google
- Suggest changes to the site to improve conversions
- Create marketing campaigns
- Make content for social media and marketing
- Administer and monitor tools such as Search Console
- Analyze competitor’s performance
- Analyze bounce rates and identify problems
They will also work hard to make sure your website is fully mobile compatible as this and Core Web Vitals are two areas that will seriously impact your website this year. Google ranks mobile websites first when indexing and with over 50% of people accessing the net by mobile it makes sense.
Core Web Vitals are new metrics that are being brought in to judge a website’s performance and user experience. Since an SEO analyst is responsible for improving these areas it makes perfect sense that you should hire one to be ready for this change.
What qualifications do SEO analysts need?
When you hire an SEO expert you want to know you are getting a qualified individual.
You would expect them to have experience in both search engine marketing and SEO of course. But, they will need to be proficient in a number of other areas such as keyword tools, content management systems (CMS), HTML, CSS, and Microsoft Office for preparing reports and presentations.
Experience and knowledge of SEO is probably the most important qualification however many firms would expect an SEO analyst to also hold a degree. This could be a Bachelor’s in digital marketing, internet marking, or communications. Although coding is not needed to be an SEO specialist they do often hold a Bachelor’s in Computer Science too.
There are too many areas that an SEO analyst covers to include in this article but it is simple to say that they will improve your website’s performance. They will look exactly at what the problem areas of the website are and how to fix them. Then they will suggest and make improvements that will increase traffic, conversions, and reduce bounce rates.
In a time where more people than ever are making purchases and buying services online, it is essential that you use an SEO analyst to help improve your website and your marketing campaigns.
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