What Does A Digital Marketing SEO Specialist Even Do?
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But For Real, WHAT DO You Even Do?
A Day In The Life of an SEO Specialist At A Digital Marketing Agency
I Create & EXECUTE SEO Plans For My Clients
An SEO specialist needs to create an SEO plan for the client by first conducting a thorough analysis of the client's business, industry, target audience, and competitors. This analysis helps identify the client's goals and objectives and allows the SEO specialist to identify the keywords and phrases that are most relevant to the client's business. Once the analysis is complete, the SEO specialist can use this information to develop an SEO strategy that includes tactics such as on-page optimization, link building, and content creation. The SEO specialist must also consider the client's budget and resources, and create an action plan that is realistic, measurable, and achievable. We should also develop a timeline for implementing the various tactics while monitoring and adjusting the plan as needed to ensure that the client's goals are met. This SEO plan will serve as a roadmap for the SEO specialist and the client, and help ensure that the client's website is optimized for search engines and can reach their target audience.
Hands-On Example IN MY ROLE:
Random Made-Up Client: Mercedes-Benz Car Dealership in Portland, OR
Step 1: Strategy: Use Google Analytics, Google Search Console, SEMRush, WooRank, Moz, Google Business Profile Insights, and any other relevant tools to analyze location data, do a competitive analysis, do keyword research, find errors, understand their overarching online presence, and begin to understand what’s needed from an Organic SEO perspective. Pick out geotargets to focus on (after in-depth research) and list via highest priority. Example: Portland, Beaverton, Hillsboro, Milwaukie, Vancouver
Step 2: Presentation Deck: Create a robust external-facing presentation deck outlining the main goals, upcoming plans, and key insights from step 1.
Step 3: Internal & Client Communication: Reach out to the Digital Strategist & other internal teams to go over the plan. Join email threads or zoom meetings with the Client if needed for high-level SEO presentations on select accounts.
Step 4: Execution: Once approved, create and organize the SEO plan via all necessary internal systems systematically. We will keep track of everything using proper documentation and client-facing deliverables where applicable.
Random Made-Up Example for 1 Month of work on Premium SEO Services:
Strategy: Set up Internal Tools, Google Analytics, Google Search Console, Google Looker Studio, etc.
Strategy: Moz Local Setup
Strategy: Create an SEO Action Plan & Present it to Strategist/Client
Build Custom Landing Page - Mercedes-Benz Dealership near Beaverton, OR
Build Custom Landing Page - Best SUVs For Large Families in Portland, OR (Mercedes-Benz Focus)
Build Custom Landing Page - Bad Credit Financing Solutions in Portland, OR
Optimization Task (Onsite SEO) - Optimize MetaData, Title Tags, and Headers (20-25 URLs)
Optimization Task (Onsite SEO) - Optimize Homepage
Optimization Task (Offsite SEO) - Optimize Google Business Profile Account
Three Important Notes:
I do a lot of work with Local SEO, Which I broadly cover in both my Local SEO: The Unsung Hero of Digital Marketing Success article, and My 6 Months at Adpearance article (written when I was first getting started)
I work full time for Adpearance and freelance on the weekends with my company Rose City Marketing. I’m also the author of Predicting The Future Newsletter, where you can subscribe for free.
If you’re interested in working with me, please contact me and I’ll get back to you!
What SEO Tools Do I Use?
Google Search Console
Google Analytics
Moz Pro
SEMRush
Google Business Profile Insights
Canva
Screaming Frog
Google Looker Studio
Chat GPT (I wrote an article about the future of AI + SEO)
Chrome Extensions (Detailed SEO Extension, Awesome Screen Recorder, Grammarly, CSS Peeper)
WooRank
YoastSEO
Ahrefs
Keyword Research
An SEO specialist uses keyword research to help their clients by identifying the specific words and phrases that potential customers are using to find their products or services. We will use various keyword research tools such as Google Keyword Planner, SEMrush, Ahrefs, Moz, and other tools to gather data about search volume, competition, related keywords, and more. By analyzing this data, we can optimize the website's content and meta tags to include these keywords, making it more likely that the website will appear in search engine results for relevant queries. Additionally, we can use this data to put together the website's overall content strategy, ensuring that it is tailored to the specific needs and interests of the target audience. We will also analyze the website's current content and identify gaps that need to be filled with new content, using the keywords that were discovered during the research. By targeting the most relevant keywords and optimizing the website's content, meta tags, and URLs, the SEO specialist can improve the website's search engine visibility, drive more targeted traffic to the client's site and increase the chances of conversions and business growth.
Onsite Optimization
An SEO specialist uses onsite content optimization to help their clients by giving their website a little touch-up. This includes making sure the website's title tags and meta descriptions are on point so that search engines and users can easily understand what the website is about. We’ll also make sure the website's URLs are easy to read and that the site is properly indexed by search engines, so it can be found more easily. Additionally, the specialist will optimize images and videos by adding alt tags and captions, so people using screen readers or people with a slow internet connection can understand them too. By optimizing the website's on-page elements, the SEO specialist can make the website more visible in search engine results and make it more likely that the website will be found by potential customers. Furthermore, the specialist will use the keyword research data to ensure that the website's content is relevant, well-written, and of high quality to attract potential customers and increase the chances of conversions.
Offsite Optimization
An SEO specialist uses offsite optimization to help their clients by getting other websites to link to their website. This is important because search engines see links as a sign of trust and authority, and a website with many links will generally rank higher in search engine results. The specialist will use different tactics such as writing articles for other websites, reaching out to other websites to ask them to link to the client's website, and using social media to promote the client's website. We will also keep an eye on the links pointing to the client's website to make sure they are from reputable sources. Additionally, the SEO specialist will use off-page SEO techniques such as making sure the client's business is listed correctly on Google Business Profile and other local directories to increase the visibility of the client's business on local search engine results.
Internal Link Building
An SEO specialist helps their clients by creating a map of links within their website. This is important because it helps search engines understand the structure of the website and it also helps visitors find what they’re looking for faster. The specialist will use different tactics like linking to related pages from blog posts, adding links to important pages in the website's navigation menu, and using anchor text that describes the linked pages. By spreading "link juice" throughout the website, we make sure that all pages get indexed and important pages get more visibility in search engine results.
Learn Top Digital Marketing Tools
An SEO specialist needs to have a deep understanding of various CMSs (Content Management Systems), SEO tools, analytic platforms, and other online tools to effectively help their clients. A solid understanding of these tools allows the specialist to effectively track the performance of a website, conduct research on keywords, and monitor internal and external links, which are all crucial elements of SEO. Additionally, a specialist who is familiar with CMSs such as WordPress, Squarespace, Wix, Shopify, or others can optimize the website's content and meta-data for better on-page optimization and can make sure that the website is mobile-friendly and has a good loading speed. By having a deep understanding of these tools and being able to use them effectively, an SEO specialist has an advantage.
URL Building
An SEO specialist uses landing pages and URLs to help their clients by creating targeted and optimized pages for specific keywords and phrases, improving CTR and SERP visibility. These pages are designed to rank well in SERP results for specific keywords and to convert visitors into customers. The specialist will use best practices for building landing pages such as including a clear call-to-action, persuasive language, and quick loading speed, among other strategies. Additionally, we will use best practices for building URLs by including the most essential keywords in the URL structure. By building optimized landing pages, the SEO specialist can improve the website's organic search engine visibility and increase the chances of direct conversions.
Analytics
An SEO specialist builds knowledge of relevant analytics to help their clients by tracking and analyzing data from various sources such as website analytics, search engine rankings, SEO tools, and more. This information is used to identify areas of the website that may need improvement, track progress over time, and make data-driven decisions about SEO strategy. An SEO specialist should have a deep understanding of analytics tools like Google Analytics and Google Search Console, which provide data on website traffic, user behavior, and search engine rankings. Additionally, they should also be familiar with backlink analysis tools like Ahrefs, SEMRush, Backlinko, Screaming Frog, Moz, and many more, which provide data on a variety of important SEO info.
Client-Facing Communication, Reports, & Meetings
An SEO specialist has experience with client-facing communication, custom-made reports, and external meetings. They work closely with their client and internal teams to understand their goals and objectives and use this information to create detailed reports and presentations that clearly communicate the progress and success of the SEO campaigns. Additionally, they often attend regular meetings with the client to discuss and review the campaigns, address any concerns or issues, and make any necessary adjustments to ensure the campaigns are meeting the client's goals.
Staying On Top of Trends
An SEO specialist needs to stay on top of trends in order to provide the best possible service to their clients. This requires a constant effort to learn and stay updated on the latest search engine algorithms, ranking factors, and industry best practices. They need to be aware of new technologies while tracking changes in consumer behavior and search patterns. They should also have a good understanding of how search engines crawl, index and rank web pages. Additionally, they should be familiar with the latest tools and techniques for tracking, analyzing, and optimizing search engine performance. This knowledge can be acquired through attending industry conferences, participating in online forums and groups, and reading relevant blogs and publications. By staying on top of trends, an SEO specialist can make informed decisions and develop effective strategies that help their clients achieve their goals.
Coordinating With Other Departments
An SEO specialist plays a key role in coordinating with other internal departments to execute a successful SEO strategy. They work closely with web developers to ensure that the website is technically optimized for search engines and that all elements of the website such as tags, meta descriptions, and URLs are in place. They collaborate with paid ad teams to align campaigns and target keywords and optimize landing pages for conversions. They also work with content teams to ensure that website content is optimized for search engines, relevant and aligns with the overall SEO strategy. Additionally, they work closely with the analytics and data teams to measure the impact of their efforts and make data-driven decisions. This collaboration with other internal teams allows the SEO specialist to drive more organic traffic, increase visibility for the website and ultimately help clients achieve their goals.
What Are My Top 5 Most Common Day-To-Day Tasks?
Create New Landing Pages (A wide variety depending on the Client)
On-Site Optimization (URL Building, Title Tags, Meta Descriptions, Structured Data, SEO Copywriting, H1 Title Tags, Internal Linking, Image/Video Optimization)
Data Analysis (GSC, GA, SEMRush, etc. to analyze current/past work, create a detailed strategy, build reports, prepare for meetings, and better understand the needs of my client
Client Facing Communication, Reports, & Meetings (Only for high-level SEO-specific knowledge and insights for large Clients)
Off-Site Optimization (Examples: Google Business Profile Improvements, Backlinks, Youtube Profile Optimization, Relationship Management, Social Media Marketing, Moz Local Setup)
