What is an SEO specialist and what does an SEO specialist do?

what is an seo specialist?

Do you know in online marketing, Search engine optimization has the highest conversion rate in the digital marketing space? In 2019, finding a genuine SEO can be challenging, leaving us with the question of what is an SEO specialist and what does an SEO specialist do? 

An SEO specialist is someone with experience on how to help a brand get seen on the search engine result pages( SERP).  

In other words, an SEO specialist is responsible to make your website show up at the top of the search engine results by using different strategies and means necessary to help you rank better and increase sales. 

In this article, we are going to be addressing these few points:

  • What is seo
  • What is the Importance of seo for your business
  • What is an seo specialist
  • What does an seo specialist do
What is SEO?

What is SEO?

The search engine still remains one of the places to get information any day and anytime, all it takes is you typing your queries into the search box and different kinds of information come up to answer your questions.

Simply put, in the words of Wikipedia, “Search engine optimization is the process of increasing the quality and quantity of website traffic by increasing the visibility of a website or a web page to users of a web search engine. 

In other words, SEO refers to the improvement of unpaid results and excludes direct traffic/visitors and the purchase of paid placement.”

SEO is the process that organizations go through to help make sure that their site ranks high in the search engines for relevant keywords and phrases. If done right, SEO can drive a 14.6% conversion rate.

SEO is focused on attracting visitors that are actively searching for information about products or services, which makes it an excellent tactic for lead generation. 

Not surprisingly, the leads that come from SEO have a 14.6% average conversion rate.

How search engine optimization works

Google ‘reads’ the websites available online with their spiders. These spiders look for key bits of information that signal to them the topics and value of the content on each webpage. 

The spiders, of course, cannot really read. This means that they will look for certain terms and examine the site organization to find clues about the value of the site. 

What is the Importance of SEO for your business?

SEO is important in so many ways, it helps keep the search results fair. The higher you rank in search results pages, the more clicks and traffic your site will generate.

What is the Importance of SEO for your business?

SEO also improves user experience, making it more likely for customers to become repeat buyers. Besides, SEO is cost-effective.

1. Brand building

Brand building can help create powerful business. When people recognize your logo, colors, and name with a positive reputation that precedes you, it can help build greater trust with prospects. SEO and online marketing can help capitalize on this.

2. Better positions on the SERP

Your position on the search engine result pages (SERP) plays a large role in the number of clicks you get. 

According to Advanced Web Ranking, the top three result listings alone on the SERP receive an average of 60% of all the clicks. This means that the higher your site appears, the more traffic you will gain from your efforts.

Better positions on the SERP

Users know that Google’s algorithm generally shows them the result of the sites that will provide them with the best answer. 

This builds trust. When you earn some of the top-ranking positions on the SERP, it provides an excellent platform to promote yourself as an industry leader and brand these consumers can trust.

3. More clicks, more traffic

As you build your rankings, you will be in a greater position to boost your traffic. 

SEO best practices include optimizing both your titles and meta descriptions to make your topic clear. This lets your customers know precisely what your brand offers. 

Customers want to know that your site will address their needs. Optimizing these aspects of your site will help convert them to click.

When you combine these elements with the higher site rankings you get through optimization, you will inevitably see an increase in your traffic rates. As more people will come to your website. 

And as you introduce more people to your websites, you will also nurture more opportunities for people to become leads and then over time convert to buyers. Therefore, the importance of SEO cannot be underestimated when it comes to organic revenue growth.

5. Business growth outside of geographic boundaries

With traditional marketing, businesses often remain confined to their immediate geographic area. You promote yourself with direct mail, radio broadcast, and billboards, for example, which only people who live in your area see.

With SEO, you have the opportunity to expand your reach beyond your local region. You can do business with people across the country.

By understanding the importance of SEO and creating an optimized site, your page can rank highly on SERPs for people in a number of different locations. 

When your content is relevant, it will appear regardless of whether the prospect lives next door or thousands of miles away.

6. A better understanding of users intent

Customers today like to know that businesses understand their pain points. They want to work with companies that address their individual needs. 

Modern customers want to nurture relationships with businesses and not be viewed as only a number.

Amazon’s level of personal service, including personal recommendations, would not be possible without SEO and digital marketing.
Amazon’s level of personal service, including personal recommendations, would not be possible without SEO and digital marketing.

To serve these customers, both online and offline, you want to intimately understand your customers. 

This means going deeper than targeting people within a particular age range. You want to understand people’s behavior and why they do certain actions.

Before SEO and digital marketing, businesses relied on market research and basic analysis of their own merchandise. 

They used market research to identify trends in their consumer habits, for instance and would use sales data to see which products and services were the most popular with customers. 

SEO, however, offers an entirely new level to the ability to understand the customer.

Through paying attention to the importance of SEO, you will begin to monitor customer behavior on your website. 

You will see your bounce rates, how often people click through your site and where they go, your rate of abandoned shopping carts, and your rate of repeat customers.

What is an SEO specialist?

An SEO specialist is someone who researches, analyzes and tracks the trends and best practices online to develop and implement strategies that improve search results.

The overall goal is to increase the level of traffic, leads, conversion, and ROI to a website by using keywords and keyword topics to improve the user experience and meet search engine guidelines.

Search engines algorithm, however, are always changing and that have been one the most challenging factors for SEO specialists. 

An SEO specialist needs to be able to spot these trends, understand what they mean, and develop strategies that work within them.

15 years ago the job was a whole lot different from what it is right now, you could agree that the digital industry is booming, and it requires a whole new skill-set from what was needed back then.

A modern specialist must be a problem solver and decision-maker, with the ability to prioritize and develop relevant and engaging content. 

You know the old adage, “Content is king?” well, modern SEO specialists know that search engines are placing increasing value on unique and quality content – which will invariably include keyword or phrases that increases traffic to a site.


Although to be able to work as an SEO a degree or certification is not needed, constant education is a total must.

The field of work changes rapidly and these professionals are required to re-evaluate and update their skill sets and search engine criteria. 

This means that as search engines modify their search algorithms to provide a more objective ranking of webpages, the specialists need to reshape the digital profiles of their clients to update their respective rankings. 

So an SEO specialist needs to learn and collaborate with experts in your industry; attend seminars, watch webinars and training videos to access online informational videos and read blogs with credibility and pertinence.

SEO has changed so much over the past couple of years that the tactics that used to work two years ago will actually have negative impacts on your search visibility these days. 

Moz, Search Engine Journal, Search Engine Watch, Neil Patel, Volant Servers and Search Engine Land are the best sources of information when it comes to learning about what to do (and what not to do).”

SEO specialists must ensure they are ready to assume different types of responsibilities within a company or industry, which entails the following skills, so this takes us to the final point which is.

What does an SEO specialist do?

The daily routine of an SEO specialist could include a combination of any of these activities, which means that a true specialist should have a broad skill set and be willing to always learn more.

1. How to Audit Your Website for Improved SEO and Conversions

When was the last time you gave your website a checkup?

A website audit is an examination of page performance prior to large-scale search engine optimization (SEO) or a website redesign. 

Auditing your website can determine whether or not it’s optimized to achieve your traffic goals, and if not, how you can improve it to increase performance.

Doing a website audit is not a joke. It is a long-time and complex process that demands great patience and turns over hundreds of web pages.

One of the most important skills an SEO specialist can develop is getting a quick snapshot of a website’s SEO. All it takes is a few minutes. And you can literally do it for free using Ubersuggest.

Few factors to consider when auditing a website includes:

  • Website Performance Assessment
  • SEO Assessment
  • Conversion Rate Assessment
  • Technical Assessment

As an SEO specialist, you are required to carry out an in-depth website audit as this is one of the basic must-do steps before working on any website SEO. 

2. Search engine parameters and information technology skills

SEO is not a static discipline. SEO rules and algorithms change all the time. Google alone is making more than 250 changes to their ranking algorithms per year. 

Good SEO experts need to know about these changes and adjust their SEO campaigns accordingly.

One of the most important skills an SEO specialist must have is to maintain and keep an updated understanding of what the search engines (especially Google and Bing) are using as criteria for SERP because these will determine the design choices that must be made. And of course, these experts should have some basic have good control of HTML, CSS, programming languages and content creation.

Marketing is changing in 2019 and Google is still the place to find answers. So, let’s take a look at some recent statistics from WebpageFX regarding SEO.

SEO stats for 2019

  • 93% of online experiences start with search engines
  • 95% of search traffic goes to the first page of search results
  • 70% of clicked search results are organic
  • 68% of all clicks go to the first five positions in search results 
  • 75% of search engine users don’t click past the first page 
  • 14.6% of all SEO leads close (as opposed to 1.7% of outbound leads)
  • The average word count for first-page organic search results is 1,890
  • Google fields more than 2 trillion searches per year
  • 89% of marketers say SEO is successful
  • 91% of pages on the Internet never get any organic traffic
  • 36% of small- and medium-sized businesses (SMBs) have optimized sites
  • 61% of consumers say they’re more likely to buy from mobile-optimized sites
  • 71% of B2B customers start their research with search engines
  • 43% of consumers research products while in a store
  • 50% of search engine users visit a store within a day of a local search
  • 80% of local searches convert
  • 40% of marketers say algorithm changes are the biggest challenges to SEO 
  • 38% of marketers say budget constraints are the biggest challenges to SEO
  • B2B customers are 57% of the way to buying before they perform an action on your site
  • $497.16 is what the average U.S. business spends on SEO services each month
  • 53% of businesses that spend more than $500 per month on SEO services rate themselves as “extremely satisfied” compared to businesses that spend less than $500 per month
  • 60% of SMBs that use SEO also use PPC

3. Content Marketing

It’s not all roses though, content marketing does have some downsides. The main one being how long it takes. To build an audience that loves your content, you have to invest a ton of time and effort in other to create quality content that provides real-time value.

Creating the content is one thing, spreading it is another.

Few factors to consider for your content marketing campaign includes:

  • Content Creation
  • Engagement
  • Ideation / Topic Development
  • Infographics
  • Productivity
  • Quality
  • Scaling Content
  • Video
  • Written Word
  • Content Marketing
  • Distribution
  • Strategy

Content marketing stats for 2019

  • Content marketing costs 62% less than traditional marketing
  • Content marketing generates 3x more leads than traditional marketing
  • 88% of B2B marketers use content marketing 
  • Businesses that use content marketing get 6x more conversions than businesses that don’t
  • 73% of major organizations hire someone specifically to manage content marketing
  • Only 42% of B2B marketers say they’re effective at content marketing
  • 60% of marketers create at least one piece of new content daily
  • Content marketing leaders experience 7.8x higher annual growth (19.7%) than their followers (2.5%)

4. Link building

No matter how good your content is, sooner or later, you’re going to need to build links.

Links turn an “okay” SEO strategy into an “industry-dominating” SEO strategy. All the most hardcore SEO specialists have a very deliberate and focused effort on link building.

5. Conversion Optimization

Conversion optimization gives you more customers with the traffic and marketing budget you already have.

Even better, once you find this conversion wins, you get to benefit from those wins day in and day out as this will greatly cause a permanent increase to your business.

In conclusion, Optimizing your website for search engines involves being aware of these factors and implementing the right strategies. 

However, as search engines change, an SEO specialist can’t rely on the same old optimization tactics forever as  Modern SEO is about so much more than keywords, backlink and meta tags.

These and more are factors that an SEO specialist must deal with, and that means they need a wide range of skills.

Do you want more traffic and conversion? Check out our SEO services and contact Volant Servers for your website SEO needs.

12 thoughts on “What is an SEO specialist and what does an SEO specialist do?”

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