Search engine optimization (SEO) is crucial for businesses that want to thrive in the digital age. But many Australian business owners still wonder, “What does an SEO specialist do?”
An SEO specialist is the backbone of your online presence. They help businesses improve search engine rankings, attract organic traffic, and ultimately, generate more leads. But their role is far more nuanced than just ensuring you show up in Google searches.
In this article, we’ll explore the key responsibilities of an SEO specialist, how they fit into your digital marketing strategy, and whether outsourcing SEO experts from the Philippines is a viable option for your business.
What is SEO?
Before diving into what an SEO specialist does, let’s break down SEO. Search engine optimization is the practice of enhancing a website’s visibility in search engine results pages (SERPs) such as Google. When people search for terms related to your product or service, a strong SEO strategy ensures your site appears high in the rankings.
SEO specialists use a variety of techniques to achieve this, including keyword research, content creation, and link building.
What does an SEO Specialist do?
An SEO specialist’s job can be broken down into several key tasks that revolve around improving your website’s performance on search engines like Google, Bing, and Yahoo. Let’s look at the main functions:
1. Keyword Research
SEO starts with understanding what your target audience is searching for online. An SEO specialist performs keyword research to identify high-value keywords that your potential customers are likely to use. They then integrate these keywords into your website’s content, meta descriptions, and headings.
Example:
If you run a local accounting firm in Sydney, an SEO specialist would target keywords like “best accounting firm Sydney” or “Sydney accountants for small business.”
2. On-Page Optimization
Once the keywords are identified, the SEO specialist moves to on-page optimization. This process includes:
- Optimizing title tags and meta descriptions
- Ensuring each page has the right keyword density
- Structuring URLs and internal links
- Improving image alt texts for search engines
These steps ensure that your website is search-engine friendly and user experience is smooth, which improves overall rankings.
3. Content Creation and Optimization
Creating valuable and relevant content is key to any SEO strategy. This can take the form of blog posts, case studies, videos, and even social media updates. The goal is to offer valuable content to your audience that answers their questions and encourages engagement.
An SEO specialist will work with your content team to ensure the content is optimized for the right keywords, while also offering useful information to your customers.
4. Link Building
Backlinks are a significant factor in search engine algorithms. An SEO specialist will focus on getting high-quality backlinks from other reputable websites, which tells search engines that your site is trustworthy.
Building a network of backlinks boosts your site’s authority and increases its ranking in search engines.
5. Technical SEO
Not all SEO work is visible. Some of it happens behind the scenes through technical SEO. This includes improving your website’s:
- Page speed
- Mobile optimization
- Security (HTTPS)
- Crawlability (ensuring search engines can index your pages)
An effective SEO strategy includes keeping your website technically sound, ensuring a fast, secure, and easy-to-navigate experience for users.
6. Tracking and Reporting
SEO specialists don’t just implement strategies; they also track their performance through tools like Google Analytics and Google Search Console. They provide reports that show traffic growth, keyword rankings, and areas for improvement.
Key Metrics Include:
- Organic traffic growth
- Click-through rates (CTR)
- Conversion rates from organic search
- Bounce rates
How SEO Specialists Fit into Your Digital Marketing Strategy
An SEO specialist plays a crucial role in your overall digital marketing efforts. They work closely with other departments, such as email marketing, content marketing, and social media teams, to ensure a cohesive online presence.
SEO strategies are typically long-term, but when done correctly, they can lead to significant inbound marketing results. These specialists help businesses:
- Increase organic visibility
- Boost online engagement
- Improve overall conversion rates
SEO Specialists and Content Marketing
SEO and content marketing go hand-in-hand. An SEO specialist ensures that your content creation efforts, whether blog posts, product pages, or video content, are optimized for search engines. They use SEO techniques to ensure that the content aligns with your business goals and attracts the right audience.
Types of Content Marketing That SEO Specialists Optimize:
- Blog posts and articles
- Videos for a YouTube channel
- Social media platforms (Facebook, Instagram, LinkedIn)
- Infographics
- Whitepapers and case studies
Case Study: The Power of SEO for Small Businesses
Let’s look at a real-world example of how effective SEO can be. Company XYZ, a small Melbourne-based business, hired an SEO specialist to revamp their online content marketing and increase their search engine rankings.
The Problem:
Their website wasn’t showing up for relevant keywords, and traffic was declining.
The Solution:
Their SEO specialist conducted comprehensive keyword research and restructured their site’s content. They also implemented a robust link-building strategy.
The Result:
After six months, organic traffic increased by 120%, and they achieved top 5 rankings for several competitive keywords, leading to higher conversion rates and a significant uptick in sales.
Outsourcing SEO Specialists from the Philippines
For Australian businesses, hiring a local SEO specialist can sometimes be costly. This has led many companies to outsource SEO services to experts from the Philippines. Here’s why outsourcing SEO work to the Philippines might be a great option:
- Cost-Effective Solutions:
Labour costs are lower in the Philippines, meaning you can get top-tier SEO services at a fraction of the price. - Highly Skilled Workforce:
The Philippines is home to a pool of SEO specialists who have extensive experience working with international clients, including businesses in Australia. - Time Zone Compatibility:
The Philippines shares similar time zones with Australia, which allows for real-time communication and collaboration. - Strong English Proficiency:
Filipino SEO experts are proficient in English, which ensures smooth communication and a deeper understanding of your target market.
SEO vs. Social Media: Where Should You Invest?
Some business owners might wonder if they should focus on SEO or social media. While social media platforms are essential for engagement, SEO offers long-term benefits by driving organic traffic directly to your website.
In fact, SEO and social media should complement each other. An effective SEO strategy can help you rank well in search engines, while social media boosts your brand visibility and can lead to more backlinks, further strengthening your SEO.
Wrapping Up: Why Your Business Needs an SEO Specialist
To sum it up, an SEO specialist does far more than just optimize your website for search engines. They’re responsible for improving your online presence, increasing your search engine rankings, and ensuring your business remains competitive in a digital-first world.
From keyword research to content marketing efforts, these experts bring a strategic and holistic approach to boosting your site’s performance.
Are you ready to level up your online presence? Whether you choose a local SEO specialist or decide to outsource experts from the Philippines, having a dedicated SEO professional on your team will undoubtedly lead to better rankings, more organic traffic, and, ultimately, more revenue for your business.
References:
- SEO Shark Australia. “What Does an SEO Specialist Do?” SEO Shark, 2022.
- Hays Australia. “Digital Marketing in Australia: Trends & Insights.” Hays, 2023.
- Outsource Accelerator. “Benefits of Outsourcing to the Philippines.” Outsource Accelerator, 2023.
