Basically, an SEO or Search Engine Optimization strategist is a digital marketing professional. However, they specialize in developing and analyzing Search Engine Marketing (SEM) campaigns.
SEO strategists use tools such as Google Analytics to monitor and learn how a website is performing. In general, they are interested in knowing where traffic is coming from to develop a plan to increase said website´s ranking in search engine results pages.
Often, an SEO strategist works in close collaboration with content creators, web developers, graphic designers, and other marketing experts. Together, they create and execute strategies that will bring more organic traffic to their clients’ sites.
What are the responsibilities of an SEO strategist?
An SEO strategist must wear a lot of hats in order to be efficient and successful. Here are some of their responsibilities.
Carry out online research about consumer trends relevant to their clients.
Collect and analyze data using monitoring software. Some of this data includes traffic sources, bounce rate, and others.
Learn and understand consumers’ preferences and buying habits, and identify potential markets.
Maximize organic traffic volume from search engines to a website.
Keep up to date with changes in SEO practices and guidelines, search engine updates, and social media and internet marketing industry trends and development.
Assist in the inception of marketing content such as blog posts, case studies, video briefs, and more.
Develop and implement link building campaigns.
Plan, manage, execute, and monitor content strategies via social networks.
Monitor and evaluate search results and website performance throughout the main search engines.
Monitor and assess web analytics dashboards and reports, and use that information to develop effective SEO strategies or modify existing ones to make them more successful.
In short, an SEO strategist will implement both on-page and off-page techniques that will help them accomplish their clients’ inbound organic traffic goals.
To be able to develop an effective strategy, they need to perform keyword research, keeping the clients’ goals in mind to both optimize existing content and discover potential opportunities to reach their target audience.
Because SEO is something that needs to be done from the foundations of a site to the everyday content, an SEO strategist needs to have at least basic knowledge about the different aspects of a website, from code optimization to content creation, to web design. This way, the collaboration with other specialists is easier.
What skills should they possess?
There is not a single set of skills that would turn anyone into an SEO strategist. Given the many responsibilities they need to undertake, there is nothing they should not be able to aptly do. Here are some of the most common skills they sport.
Creative and strategic thinking.
The ability to identify and solve problems quickly.
Thorough and concise communication skills at different levels -with clients, and other SEO professionals as well as other project managers.
The ability to multitask without losing attention to details.
Efficient time management skills.
An analytical and organizational brain.
Search Engine Optimization is not a one-and-done project, is a constant effort to bring the maximum traffic flow to a client’s website; and considering that digital marketing has firmly planted its roots in the advertising world, hiring an SEO strategist to rank higher on search results has never been more necessary.
A knowledgeable SEO strategist will perform a site audit before making any decisions or developing a marketing plan. Once this is done, they can identify the weaknesses and strengths of a site and strategize and act accordingly.