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Search Engine Optimisation (SEO) is the practice of adapting websites in order to bring them higher in search engine result pages. SEO is a combination of techniques that help convince search algorithms of a website’s relevance for a specific search. The SEO specialist is in charge of analysing a website’s content and appearance and implementing changes that improve search results. The main goal is to increase traffic to the website.
In more detail
SEO specialists must implement strategies in order to optimise search engine results. It is necessary for the SEO specialist to conduct keyword research in order to understand what users search for. The right keywords are essential for websites to be noticed by search engine algorithms.
However, there is much more to SEO than just keywords. There are many other techniques that specialists rely on: LSI keywords (Latent Semantic Indexing: words that are related and frequently searched together); making use of meta-tags; optimising the page title; improving the readability of the content; changing page layout and improving loading time; internal links between webpages, and more.
One of the most effective SEO techniques is simply producing quality content. Additionally, SEO specialists frequently rely on many different tools to track the performance of their websites. One such example is the Google Search Console, which provides information on your website’s ranking in search results.
SEO specialists generally possess degrees in Digital Marketing, Communications, Business, or related fields. There are also many online courses and resources that provide information on many different techniques.
It is essential that SEO specialists have in-depth knowledge of different SEO practices and digital marketing tools. Experience with Google Analytics is extremely beneficial. Furthermore, they must have great communication skills and be capable of producing effective SEO content for various social media. It is also important to understand how search engines work and stay up to date on SEO developments.