What is an SEO Manager?
Let’s meet the SEO professional: the SEO Manager.
Digital marketing has brought us a significant number of new professions focused on Internet business models . Among them is the SEO Manager or SEO professional.
Would you like to know their profile? We are going to find out in this chapter.
SEO integrates different factors such as marketing , semantics, strategy and a technical part that are required to successfully execute a digital strategy.
How is the profile of the SEO professional?
As in web page design or social media management, we can carry out our work as SEO professionals in an agency or independently.
It is important to know that there is no official degree or university degree that validates you to be SEO. We are talking about a very new and practical profession that only finds a place in training matters through courses like this and advanced master’s degrees .
An SEO professional carries within him a born self-taught person. We are in an activity that although today you can find a lot of information about it on the Internet; the truth is that the only way to adopt and develop it is through our own trials of success and error.
What are the tasks of an SEO Manager ?
If we try to define the tasks of an SEO manager we could define them in three lines:
- Baseline analysis or Web audit.
- External audit (sector and competition).
- Definition of the target audience, Keywords and SEO strategy.
Management and Monitoring Phase
- Carrying out all the necessary changes and implementation of means for their correct monitoring.
- Analysis of the results and search for improvements.
- Start again.
Look at the graph, we are going to see the whole process that an SEO Manager must cover in the execution of an SEO project.
It all starts here: Strategy phase
Baseline analysis or Web audit
To perform the baseline analysis, also known as auditing, we use several applications that will help us to know the health status of the web in a wide variety of aspects related to SEO.
We can use SEO PowerSuite’s WebSite Auditor . This application will give us detailed information about the general state of the website, so we can begin to know the dimension of the work that we must do.
We can know for example if the web has Sitemap.xml and Robots.txt , if there are broken links , if we have redirection chains , etc., as well as know the authority of the web in which we are working.
Later we must use tools such as SEMRush , Ahrefs or SEO Spyglass to know the number and quality of inbound links to the web.
External audit (Sector and competition)
To know what the SEO competition of a website is, we must carry out a search with keywords that users usually use to search for services or products such as those offered by the website to which we are carrying out the strategy and segment them geographically if it is the case.
Once we have done the search, we must analyze what kind of pages occupy the first 10 positions. We can carry out an SEO audit of the competition and thus know if the pages that compete with the website to which we are carrying out the strategy, are optimized with respect to SEO.
Definition of the target audience
To define the target audience we must make a study of which are the potential users who need or seek products and services such as those provided in this case by the website. This phase of our strategy will be key to knowing and defining which keywords will generate the highest number of conversions.
A data collection is also carried out with the client so that they can present their company or services offered and thus have more data to be able to define the strategy. This presentation collects data such as:
- Main services / products to be offered
- Target audience segmentation:
- Individual or company
- Geographical scope of the company
- Main performance locations
Once we have defined our target audience, also known as Buyer Persona , and with the help of keyword tools such as the Google Keyword Planner, we can know what keywords will be used by users who are searching for products or services such as those offered. our customer. Defining which keywords have the most impressions and which will generate the most conversions.
In the study and definition of keywords we must also take into account the geolocation of the service offered by our client in order to reach potential clients.
Knowing the target audience and the keywords that we are going to use, SEO will be able to define the strategy that will be carried out, which will allow us to obtain visibility and conversions through the website in order to achieve the objectives set.
The strategy will also define and make proposals for web content; in which sections that are considered important to achieve greater visibility and greater user retention will be proposed.
Management and Monitoring Phase
Implementation and monitoring
In this phase, all the necessary changes are made in the content hierarchy, carry out On-Page optimization and configure and register the site in the different SEO tools such as Google Analytics , Google Search Console , and other tools that will comprise our dashboard to start controlling and analyzing the data collected on the website for the next phase of strategy, maintenance and analysis of the results.
It is at this time where professional SEO begins its work of capturing quality backlinks so that the page begins to gain authority and visibility.
We will also indicate and facilitate the task of crawling to Google, with the help of the sitemap and robots.txt through Google Search Console, forcing the crawling and classification of web pages in Google’s indexes in order to appear in search results.
Analysis of the results
Once all the phases of the strategy have been implemented, the SEO prepares the monthly reports in which we measure the impact that the actions are having on the campaign and we collect data with the different SEO tools to later analyze and evaluate them. With this analysis process we can check if the applied strategy is generating good results, if there is any keyword or action that is not working or can be improved or modified. With these reports, both qualitative and quantitative data are obtained. (Later we will see how to prepare the monthly SEO reports .)
With the data obtained in the reports, we can modify and restructure our SEO strategy in case it is not giving the results we expected.
If our SEO strategy instead collects good results, we can always improve it with the updates that are made regarding SEO and that directly affect our strategy, such as updates in Google algorithms, etc.
We just saw what would be a great summary of what you are going to see in this course. We are going to see everything that an SEO Manager needs to control to take his website to the top. Are you ready? We can roll up our sleeves and start your training in this matter.