Search engine optimisation has changed
Although this section is titled “Search Engine Optimization Jobs” the reality is that search engine optimization has changed radically in recent years and the scope of skills required in an SEO role has become far wider.
Although the term SEO is still widely used it doesn’t describe the multitude of skills now required to generate traffic via the internet. As such, new roles are emerging in addition to the SEO expert role such as Inbound Marketing Specialists, Affiliate Manager, PPC managers or PPA administrator, Copywriter, Digital PR specialists and so on.
Search Engine Optimisation is a term which has been around for a while now. Although the definition is still fairly valid i.e. steps you put in place to maximise your site’s chances of rankings on search engines, the “devil is in the detail” here and the detail has changed dramatically even over the last few years.
The main reason for this is the advancement in search engine technology and let’s be frank for the most part I am referring to Google. The advancements in Google and the level of sophistication of its algorithm now mean that to get your site ranked on Google there are a whole host of things that need to be considered.
Whilst Search Engine Optimisation used to be a fairly technical exercise involving building keywords into page structure and coding (and this is still an important element) there are many other factors at play. Some of the most important factors in search engine rankings are related to how your website is referenced and linked to throughout the wider web. A link from another site is almost like a “vote” from a Google perspective and not all “votes” are created equally.
The sophistication of the Google ranking algorithm means that it’s actually looking at the quality and the relevance of the links coming to your site. So links from big sites related to your Industry are one of the strongest ways to boost your site’s SEO potential.
The various skills which now make up the role of an SEO PRO
This key principle of quality and authority link building means that there is a whole new set of skills required to actually set about getting content placed on relevant industry websites and building these strong back links. Things like building relationships with industry press, engaging with key networked individuals in your industry via social channels, connecting with guest bloggers, writing content that is so engaging and interesting that others will publish it etc.
The better the link the more it has to be earned. The skill requirements are varied and include things like creativity, ability to write great content, web savvy, good at building relationships, a bit of hustle etc. It’s clear to see that in the main these are not technical skills and as such the skill requirements for an SEO professional have dramatically changed.
The importance of social media to Search Engine Optimisation is also a huge factor and something which SEO pros definitely need to have a handle on. From one perspective there is already evidence that Google is factoring in social links and references as part of its ranking algorithm. In addition to this, social media has suddenly made it very easy to share content, comment on it, reference it etc.
From an SEO perspective this means that the more exciting and engaging content is, the more likely it is to be shared via social channels like Facebook, Twitter, LinkedIn etc. It can then be picked up by other bigger authority sites who write about it, reference it and link back to it. In effect, really great content can grow its own links and search engine strength however the content really does have to be interesting. This means things like clever infographics and quality video content can often have the edge over simple text. As you can see the role of the SEO expert has expanded even further.