About Our SEO Specialists
SEO Roadmap Overview.
What SEO Specialists Do
SEO, or search engine optimization, involves activities that help your website appear higher in search engine results. So, when you ask what SEO specialists do at a high level, you can say that they’re the people who do all of those activities that help your site rank better in search engines.
A crucial thing that any SEO specialists should do when they enter into a partnership with you is to communicate their plans, progress, and a clear roadmap on how exactly they plan to help you achieve your business goals.
Before we get into those activities, we’ll refer to SEO specialists as SEO Professionals and SEOs throughout this text. These terms are interchangeable, so there’s no need to wonder if there’s any distinction between them.
R.O.C.K.E.T.
To explain most of the daily tasks that SEOs do, we’ll use the acronym ROCKET, which stands for:
- Research
- Optimization
- Content
- Keywords
- Earned Media & Links
- Testing
These are things that good SEOs do. So now, let’s look at the first letter of our acronym.
Research
You can’t just jump into a website and start making changes without understanding if you’re making the correct changes. SEO specialists will first research to thoroughly understand your company, competitors, industry, and website.
A big part of that research is digging into your website to determine the areas needing the most attention and refinement, also known as the SEO audit. Maybe some critical pages don’t load fast enough, or you don’t have unique title tags, or you’ve poured copy on a specific page; at the end of the day, there are over 200 factors that determine how a website ranks in search engines. So, your SEO specialist needs to be very thorough.
Optimization
Once the SEOs figure out where your site needs the most help, they will make changes to optimize it for search engines.
There are three main elements of optimization that SEOs should be very familiar with. We’ll explain most of these in greater detail in the text below, but here’s an overview for now.
First is On-page SEO, which concerns the things on your site that you can visibly see and change.
Then there’s Off-page SEO, which deals with offsite elements.
And finally, our favorite, technical SEO. This kind of SEO involves strategies that help search engines easily go through and organize your website, making it appear and get a better position in search results. This deals with your site’s mobile friendliness, security, broken links, speed, etc.
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Content
Optimized content helps your site rank and gets users to convert into customers.
Your website needs content to help it show up for keywords in search results, so this content should meet people’s needs at every stage of their buying journeys.
An SEO will create informational content that responds to basic phrases like “what is” and “how to” for users who maybe aren’t yet ready to make a purchase.
Next, an SEO expert should develop content that assists individuals in deciding on a purchase. For instance, if you’re an HVAC Technician, creating content that explains the advantages of hiring a plumber over attempting DIY solutions can serve as valuable material on your website. This content can gently guide people through the decision-making process when considering your services.
An SEO would then create content that’s designed to ultimately get conversions. So again, let’s say that you’re an HVAC Technician. Content highlighting your service awards and any testimonials from past work might be enough to help push people down to the bottom of the funnel so that they will contact you for your services.
Having content isn’t enough, though. It has to be optimized with the right target keywords, bringing us to our acronym’s letter K.
Keywords
On-page SEO, which we mentioned earlier, deals with things on the website pages that you can control pretty easily. Keywords are a big part of it. When individuals search for information, they enter a keyword, and search engines retrieve content they believe aligns with that keyword, using various ranking criteria (and there are many).
You need to include them in your website content to rank well for specific words. This helps search engines grasp the main topics of each page. When an SEO expert enhances your site’s content, they should focus on incorporating these keywords and key phrases. This involves researching your competitors’ keywords, choosing ones you’re likely to rank for, and integrating them naturally into headings, text, and other parts of your pages.
Once you’ve created keyword-optimized content, an SEO’s job is still unfinished.
The next letter in our rocket acronym is E.
Earned Media & Links
Earned Media involves activities that boost the visibility of your website’s content, service, and business. Once your content is ready, an SEO professional will connect with relevant websites or blogs in your industry, asking if they would share or link to your created content.
When your content has lots of high-quality external links pointing to it, search engines and users see it as more reliable, leading to better rankings.
This, in turn, leads to better rankings. However, avoiding questionable link-building tactics is crucial, as Google has guidelines prohibiting actions like purchasing links on other sites. If an SEO does such things, it can result in severe penalties for your website.
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Testing
Testing should definitely not be ignored. SEO is not a once-and-done thing. Seos continually test to see how they can improve your optimization. Changing the text on a button might make more people want to click on it, or perhaps they’d stay longer on a page if you adjusted some design elements. There’s always room for improvement.
The SEO you partner with should firmly believe that. If they don’t, well, give us a call, and we’ll “ROCKET” for you!
We hope you enjoyed learning about our SEO world 🚀