The SEO Consultant, (Search Engine Optimization), is a job born in the early 2000s, consisting in improving the visibility of Websites and/or applications on Search Engine Result Pages (SERPs or organic results) on a set of keywords (or search terms).
The 4 pillars of SEO
If I had to summurize Search Engine Optimization in one simple equation:
SEO = (Relevance x Popularity x UX)Technique
Server and URL
Pictures / Videos
On Site Links
Off Site Links
Trust & authority
CTR on SERPs
Even if most SEO consultants learned by themselves, many SEO trainings exist now whether you're a student or a professionnal. It's always a good start for any individual willing to engage in a SEO carreer and it will have to be completed by a lot of practice and technological watch.
Maximize the technical aspects
Please be aware that technical aspects don't improve a website's relevance or popularity and therefore won't be helping a website to get its rankings. Technical aspects help search engines understand your website and is often the first element any SEO will look after. The goal here is to help technical teams avoid duplicate content, implement schema.org tags, facilitate indexation by Search Robots, and getting the most out of the CMS your site is using.
CMS and applications I can intervene:
- Custom applications
- Framework based application like Symphony or AngularJS
- Android & iOS Apps for ASO (AppStores Optimization) and AppIndexing / Deeplinking Projects
Answering to the user's query
When we talk about content relevance, we must assess the user's expectations and questions against each typed keyword. SEO consultants maximize content added value in order to anwer to the questions behind each keyword, (keywords = questions = needs). Google's objective is not to generate trafic on websites but to anwser to people questions
Is this web page / this website the most relevant to rank on the first position on that set of keywords? Does this content anwer to the question that is asked through that keyword?
Popularity and authority in SEO
Google's algorithm particularity since the beginning is Popularity (also called PageRank, after Larry Page and not the web page), the amount and typology of backlinks as a ranking factor (the links on the Internet pointing to your website). We must study their context, the quantity, the quality, the trust and authority of these links in order to establish a backlink profile that will help determine a Linkbuilding strategy that will facilitate new backlinks acquizition.
However, it's necessary to always take precautions with netlinking in order to avoid algorithmic penalties (Google Pinguin) or manual actions (The "friendly" AntiSpam Team at Google).
Organic backlinks? Let's help Nature!
Let's focus on User Experience
With the emergence of Machine Learning, the biggest breakthrough in Google's Algorithm, is the UX as a ranking factor, (User Experience), and is also the subject on which Google communicate less. Many experiments show however that a better CTR on SERPs, a declining bounce rate from SEO and the "Long Click" (The user got his answer and won't be retyping the same query anymore), are elements that will be helping rankings on a site go higher.
Of course, It always starts with minimizing loading times on your application and improving the compatibility towards mobile devices through Responsive Design and Mobile First Approaches.
In order to go further in this area, an analysis of your SEO traffic will help identify opportunities of your application UX.
That's great because I am also a Webanalyst.
My 7 advices to success in SEO
It's never simple to reach Google first page of results, the SEO consultant will do his best to help you reach better positions, but the success of any SEO strategy will always depend on the client's implication. SEO could really bring you a lot of traffic, if you apply the following advices:
- Sensibilize your tech team to SEO : devs / intégrator / webdesigner / writers
- The user's interest always comes first, always!
- Consider SEO as your mid / long term strategy
- Always integrate the recommendations of your SEO consultant
- Try to continuously improve your website
- Never use short term SEO techniques
- Consider the 4 pillars of SEO at all times
Hire a senior SEO consultant
I am a SEO Jedi, and I will lead you to SEO Success in less than 12 parsecs.