SEO Duties & Responsibilities (2012)
The extent to which a Search Engine Optimisation PRO should be involved in “hands on” delivery in each of these areas will depend on the size of the company they work for, resources available, importance of the web to the business etc. However an SEO professional should absolutely have a solid understanding of all of these areas and be strategically responsible for ensuring each area is being delivered and be aware of how to ‘join up the “dots” so that each area complements the others.
Researching and selecting highly targeted and effective keywords.
Site Structure Optimisation
The technicalities around optimising the structure of a site and of each page for maximum ranking potential against target keywords.
Building the most effective, high quality links possible from relevant external sites and web properties.
Content Strategy and Planning
Valuable, engaging, relevant and worthy content to aid in link building but also to trigger audience sharing.
Creation of engaging content, maximised to enable easy sharing and SEO optimised for mainstream search and channel search (e.g video, images, blogs etc)
Search Channel Marketing
Optimise website and web content for different online channels such as video rankings, image rankings, blog rankings, social rankings, mobile rankings, product(shopping) rankings. Also maximise potential for these channel rankings to be blended into main search results.
Optimise website for local search rankings and map listings
Social Media Marketing
Maximise web content by ensuring easy share mechanisms are set up. Maximise “reach” and effectiveness of social channels and links and references back to main website.
Track mentions of company, brand, product etc on web results, social channels etc. Identify risks, threats and respond appropriately.
Community Management and Maximisation
Create conversations and participate in community discussion to help build authority of your company, brands, presence and create worthy links where appropriate.
Tracking and Analytics
Track performance of keywords, rankings, traffic referral sources etc. Find out what works and build on it. Also identify any changes in traffic rankings and investigate the reasons for this.