What is an SEO professional today? Avoid identity crisis

Imagine this: You are an SEO professional and someone asks you what you are doing.

what do you say?

I am a:

Search and analysis guruContent strategistSite developerUX designerPaid search synergistEducatorWho know? It really depends on your organization and its needs.
Search engine optimization professionals are often forced to become Jacks in all industries, with varying degrees of mastery of different digital marketing and website proximity skills.

And in 2018, Conductor (I disclosed the work for the company:) found that SEO professionals need to master the many skills listed above to succeed in digital marketing. However, for a person, this seems to be a lot.

SEO should be a function of multiple roles, not just your work
Think of SEO as a kitchen knife (you know, one of them likes to talk about these kitchen knives at dinner).

Today, many organizations are like a kitchen filled with a chef with only one “knife”. – only one specified SEO.

But all chefs should use the knife in some way. They are very helpful for many things.

The same is true for SEO in the organization. SEO should not be just a “thing” of a person. Or responsibility.

The burden of optimization lies in the organization, not on anyone.

People use the word “SEO” “rdquo; their title should focus on helping others use search data and strategies.

They should help:

Analysts figure out how to display actionable search insights. Content strategists use search data to target audiences. Developers understand how content such as page depth and internal links affect the permissions of key website pages.
and many more.

Let your team think about the background of your organization
To do all of the above, SEO professionals need to make their team, website, organization and industry their expertise.

It is important to understand how to make a significant impact through SEO.

But search engine optimization professionals often don’t see their work done from start to finish. They often make recommendations that require many other stakeholders to take action.

To be successful, SEO professionals need to create sensible recommendations that take into account the specific context of the business itself.

Here are some questions that ask you to be SEO yourself, giving you the context you need to provide a better solution for your organization:


Who do you work with? What did they do? What skills do they have? How do you authorize them through SEO?

What CMS does your website use? From a development perspective, what are the limitations of your website? How to provide specific SEO recommendations in the CMS and consider which ones? What can you do in the future to alleviate these restrictions?

What is the goal of your organization? What makes your brand different? How do you use search data to highlight your strengths and achieve your goals?

What is your industry? Who is your competitor? How are they doing? How does your organization fit into the industry? What data is valuable in your industry? How do you use search data in a way that the industry finds valuable? How to get your entire organization on board? p> Big! You have a plan. You know the players and the game.
Now all you have to do is convince your organization that SEO is not just optimizing title tags and meta descriptions.

This will be so simple.


should be.

Search is everywhere. It is integrated into our lives.

There are no more sources of customer intelligence there. It looks so obvious and so simple. But some organizations still don’t value SEO or the data behind it.

When millions of users use ad blockers, agencies and marketers are more than happy to use millions of dollars for targeted digital display ads.

Getting your organization involved is not always easy, but you can make the best case for yourself by setting a successful metric.

To win those who care more about attribution than innovation, show how you will measure the success of your joint efforts.

Set goals and measure your results for the metrics your organization and team plan based on the knowledge you develop. You will win them.

Optimize your organization for your customers
When people think about search engine optimization, they might consider optimizing the page or checking the back end of the site.

However, this does not even divide what SEO can or should do in the enterprise.

The real purpose of SEO is to organize optimization. Everyone in every role in your business should have a clear understanding of how SEO can help them achieve their goals and fit into the larger vision of the organization.

You can provide unique customer, competitor and industry trend insights through organic data.

By spreading these insights across your organization, you can be a catalyst for new processes that align your intent and streamline efficiencies between teams, providing powerful marketing information and insight into how customers are in-depth. Need and future business.

Promoting the value of SEO and organic insight across the company will enable each part of the organization to better align with the future of your customers, industry and business.