How to Become an SEO Expert – Digital Marketing

What Is SEO?

SEO, or search engine optimization, is the practice of optimizing your website with the intention of improving keyword rankings and increasing organic traffic from search engine results pages (SERPs).

Forget ranking #1 for a second. To rank on the first page of Google for a term you care about (let’s say it’s “cloud computing platform”), you need to master the basics of SEO and make changes to your website and desired landing pages to be optimized for cloud computing and cloud platform keywords.

SEO is a fundamental part of marketing that improves your website’s online visibility for searches relevant to you. If your website isn’t showing in the SERPs for keywords and phrases that you feel you should be, you’re either not doing something right or you’ve got more work to do.

A few reasons why you aren’t ranking include:

• Your competitors have better content
• You aren’t using keywords effectively
• You use poor link building practices
• Your webpage load times are slow
• Your website has a poor user experience

Understanding How Search Engines Work

Part of ensuring your web pages are optimized is understanding how search engines work. Search engines cater to users by listing the web pages that are the most relevant to the terms people are searching for.

There are multiple factors that search engines use to analyze and determine relevance for a given website. Google doesn’t often reveal these, but there are plenty that is widely known and used by marketers. An SEO expert should be aware of top ranking factors, and according to OptinMonster, the top SEO ranking factors in 2019 are:

• Domain age, URL, and authority
• Links
• Mobile-friendliness
• Optimized content
• Page speed (including mobile page speed)
• Real business information
• A secure and accessible website
• Social signals
• Technical SEO
• User experience (Google RankBrain)

Websites are ranked primarily based on how well they meet the search engine’s ranking factors and best practices. The web pages that do this best will outrank others that don’t. Search engines generally follow three steps when ranking a website:

1. Crawling

Google is fully-automated and uses web crawlers to traverse your website and add its pages to their index. The engine then stores those page addresses (i.e., URLs). Pages can be found by different methods, but the main one is following links from pages that have already been found elsewhere (such as other websites).

2. Indexing

Once Google finds your pages, it attempts to analyze what each page is about. It looks at the content, images, and videos, and all of this is stored in the engine’s index, which is a huge database.

3. Serving Search Results

When someone performs a search on Google, the engine will determine the highest quality results. These results have many factors, including the user’s location, language, device, and previous queries. Results are often personalized to the searcher. As an example, searching for “cloud computing company” would return different results to a user in Australia than it would to someone in the United States.

What are the Benefits of SEO?

SEO has become quite popular in today’s digital marketing world. Countless businesses rely on it to maintain a strong online presence, bring new visitors to their websites, and generate leads.

In HubSpot’s State of Marketing Report, it’s revealed that about 64 percent of marketers actively invest time in search engine optimization. If you think about your competitors, more than half of them are empowering their business by spending time on SEO and possibly outranking you.

There are a number of ways in which SEO benefits businesses:

SEO Has Great ROI

In a vacuum, leads that come from organic search typically have a higher conversion rate compared to leads generated by paid search, social, and print advertising. And while you’re spending real dollars on ads, SEO is more about investing your time.

SEO Improves Online Visibility

People perform organic searches in different ways and with different combinations of keywords. If your website appears in search results for various permutations of keywords (cloud computing, cloud platform, platform for cloud), there’s a good chance you have strong visibility.

SEO Gives Your Brand Credibility

Your rankings are often synonymous with your credibility. Would you believe in a business that doesn’t have a great search presence?

SEO Provides Insight into the Minds of Customers

Analytics tools (such as Google Analytics) are an important aspect of SEO. Analytics can decipher customer search trends, page preferences, search mediums, and even their locations. Dive into the minds of your customers so you can optimize your website for them.

Benefits of Becoming an SEO Expert

SEO is perhaps the most challenging and rewarding marketing discipline, combining data, analytics, content marketing, and technical proficiency. Mastering and leveraging SEO will unlock the potential of your marketing efforts.

The Demand for SEO Experts

SEO professionals are in high demand as companies practice search engine optimization to keep up with competitors. SEO experts are hired to help marketing teams garner quality web traffic, help create successful digital campaigns, and bring new business to the company.

These days, an SEO expert is expected to be responsible for about half the traffic to the average website. Considering that sites that manage to secure the top five positions on the SERPs receive an estimated 68 percent of clicks, earning a high rank can have a tremendous impact on your business growth and revenue.

Whether you’re currently an SEO professional or you’re working your way into the field, an SEO job promises excitement and tremendous potential for growth. There are other avenues you can go with SEO experience as well, including content marketing, business consulting, and data analytics.

Job Responsibilities of an SEO Expert

Many different components make up an SEO strategy. Your days in a typical SEO job will have plenty of variety, and your responsibilities will likely include the following:

Optimization

Optimization will be the most significant responsibility of an SEO expert. This includes both on-page and off-page search engine optimization; the primary types are:

On-Page SEO

• Content creation and optimization
• Conversion optimization
• Header tags, title tags, meta description tags
• Images and ALT text
• Keyword research and placement
• URL structure
• User experience

Off-Page SEO

• Asset creation (infographics, videos, etc.)
• Guest blogging
• Increasing traffic from social media to your website
• Link building
• Press releases

Mobile Optimization

As an increasing portion of searches happens on mobile devices, Google wants its index to work well for mobile users. The user experience on a mobile device will, in turn, influence your mobile SEO. Google is now crawling websites with a mobile-centric approach, so it’s imperative to ensure your content is optimized for mobile devices. This includes the concise use of language.

Keyword Research

As an SEO specialist, you’ll perform keyword research to determine relevance and competitiveness to target the best possible keywords for conversion.

Analytics

How do you measure what has worked and what hasn’t? That’s where analytics comes in, and you’ll regularly track and analyze data to see how your webpages and focus keywords are performing.

Link Building

When another website links to yours, this is called a backlink or inbound link, and it’s one of the most crucial ranking factors. Think of this type of link as a vote of confidence from another website. One of your responsibilities will be “build links” by seeking opportunities to get other websites to link to yours without payment.

Keeping Up with the Industry

The first step to becoming an SEO expert is reading articles authored by established professionals and following the latest search marketing news to stay abreast of changes in the industry. Keeping up and evolving your strategies is an ongoing responsibility.

Working with Other Marketing Teams

While juggling all these responsibilities, the typical SEO expert in a corporate setting will spend time working with other marketing teams to align strategies, including the following:

• Content marketing
• Paid search marketing
• PR
• Social media marketing
• Web development

How to Become an SEO Expert With Prior Experience

Becoming an SEO expert with experience involves a multifaceted approach that blends theoretical knowledge with practical application and continuous learning. Here’s an elaboration on how to navigate this journey:

Mastering SEO Fundamentals

Start by acquiring a solid understanding of SEO fundamentals, including keyword research, on-page and off-page optimization techniques, technical SEO, and content strategy development. Invest time in studying reputable resources, attending courses, and experimenting with different SEO tools and techniques.

Practical Application

Apply your theoretical knowledge by working on real-world projects and campaigns. Seek opportunities to collaborate with experienced professionals or contribute to SEO initiatives within your organization. Hands-on experience is invaluable for honing your skills, identifying challenges, and learning from mistakes.

Continuous Learning and Adaptation

The field of SEO is dynamic and constantly evolving. Stay updated with the latest industry trends, algorithm changes, and best practices by regularly reading industry blogs, attending webinars and conferences, and participating in online forums or communities. Experiment with new strategies and tools to adapt to changes in search engine algorithms and user behaviors.

Networking and Collaboration

Build relationships with other professionals in the SEO community through networking events, social media, and professional organizations. Collaborate with peers on projects, share insights and experiences, and seek mentorship opportunities to accelerate your learning and growth as an SEO expert.

Measuring Success and Iteration

Use analytics tools to track the performance of your SEO efforts and measure key metrics such as website traffic, keyword rankings, conversion rates, and revenue growth. Analyze the data to identify areas for improvement and iteratively optimize your strategies for better results.

Specialization and Career Growth

As you gain experience and expertise in SEO, consider specializing in specific areas such as technical SEO, local SEO, e-commerce SEO, or content marketing. Explore opportunities for career advancement, such as becoming an SEO manager, consultant, or starting your own agency or freelancing business.

Commitment to Professional Development

Invest in your ongoing professional development by pursuing advanced certifications, attending workshops or training programs, and staying curious and open to new ideas and techniques. Embrace a growth mindset and continuously seek opportunities to expand your knowledge and skills as an SEO expert.

How to Become an SEO Expert without Experience

Becoming an SEO expert without prior experience requires dedication, self-motivation, and a strategic approach to learning and skill development. Here’s a comprehensive guide on how to kickstart your journey towards mastering SEO:

Foundational Learning

Begin by immersing yourself in the fundamentals of SEO through online resources, books, and courses. Familiarize yourself with key concepts such as keyword research, on-page optimization, link building, and technical SEO. Platforms like Moz, SEMrush, and Ahrefs offer beginner-friendly guides and tutorials to get you started.

Hands-On Practice

Apply your theoretical knowledge by working on personal projects, such as creating a blog or website where you can experiment with different SEO strategies. Optimize your content for relevant keywords, analyze website traffic using tools like Google Analytics, and monitor your progress over time. Embrace trial and error as part of the learning process.

Online Courses and Certifications

Enroll in structured online courses or certification programs that offer comprehensive training in SEO. Platforms like Coursera, Udemy, and LinkedIn Learning provide courses taught by industry experts, covering topics ranging from basic SEO principles to advanced strategies. Earn certifications such as Google Analytics or HubSpot SEO to validate your skills.

Networking and Mentorship

Connect with experienced professionals in the SEO community through social media, forums, and networking events. Seek out mentors who can provide guidance, share insights, and offer feedback on your work. Join online communities like Reddit’s r/SEO or LinkedIn groups to engage with like-minded individuals and stay updated on industry trends.

Internships and Freelancing

Gain practical experience by pursuing internships or freelance opportunities with digital marketing agencies, startups, or small businesses. Offer your services pro bono or at a discounted rate initially to build your portfolio and establish credibility. Freelancing platforms like Upwork or Fiverr can help you find entry-level projects to work on.

Continuous Learning and Experimentation

SEO is a dynamic field that evolves rapidly, so it’s crucial to stay informed about the latest trends, algorithm updates, and best practices. Follow industry blogs, attend webinars, and subscribe to newsletters to stay updated on relevant news and insights. Experiment with different SEO techniques and tools to develop your expertise.

Building a Portfolio

As you gain experience and complete projects, compile a portfolio showcasing your work and achievements. Include case studies, before-and-after analyses, and testimonials from clients or employers to demonstrate your capabilities. A strong portfolio can help you stand out to potential employers or clients when seeking opportunities in the field.

Seek Feedback and Iterate

Solicit feedback from peers, mentors, and clients to identify areas for improvement and refine your skills. Be open to constructive criticism and use it as an opportunity to grow and develop as an SEO professional. Continuously iterate on your strategies and tactics based on feedback and performance data.

Specialization and Advanced Training

Consider specializing in specific areas of SEO that align with your interests and career goals, such as technical SEO, local SEO, or content marketing. Pursue advanced training and certifications in your chosen niche to deepen your expertise and differentiate yourself in the competitive job market.

Building a Career in SEO

Building a career in SEO offers dynamic opportunities to influence online visibility and drive digital growth through strategic optimization techniques and analytics expertise. With diverse career paths, from specialist roles to managerial positions, SEO professionals play a pivotal role in shaping the digital landscape.

Career Paths and Job Opportunities in SEO

Search Engine Optimization (SEO) has emerged as a crucial component of digital marketing strategies, making it a lucrative career path for individuals with a passion for online visibility and analytics. As an SEO professional, you can explore various career paths, including:

• SEO Specialist: Focusing on optimizing websites for search engines, conducting keyword research, and implementing on-page and off-page SEO strategies.
• SEO Manager: Leading a team of SEO specialists, overseeing campaign strategies, and analyzing performance metrics to drive organic traffic growth.
• Content Marketer: Integrating SEO techniques into content creation strategies, optimizing blog posts, articles, and website copy to improve search rankings.
• Digital Marketing Manager: Overseeing overall digital marketing initiatives, including SEO, PPC advertising, social media marketing, and email campaigns.
• SEO Consultant: Providing expert advice and guidance to businesses on improving their online presence through SEO tactics and strategies.

Freelancing vs. Working for an Agency or In-house

When embarking on a career in SEO, you’ll need to consider whether to work as a freelancer, join an agency, or work in-house for a company.

• Freelancing: Offers flexibility in terms of work hours, clients, and projects. Freelancers have the autonomy to choose their clients and set their rates but may face challenges in acquiring clients and managing workload independently.
• Agency Work: Working for an SEO agency provides exposure to a diverse range of clients and projects, collaboration with a team of experts, and opportunities for career advancement. However, agency work may entail high-pressure environments and strict deadlines.
• In-House Positions: Joining a company as an in-house SEO specialist offers stability, benefits, and the opportunity to focus on a single brand’s SEO strategy. In-house positions may also involve collaborating with other departments, such as marketing and web development.

Tips for Building a Strong SEO Portfolio

Building a strong portfolio is essential for showcasing your skills and expertise as an SEO professional. Here are some tips to create an impressive SEO portfolio:

• Showcase real-world projects: Include case studies highlighting successful SEO campaigns, improvements in search rankings, and increases in organic traffic.
• Highlight measurable results: Quantify the impact of your SEO efforts with metrics such as website traffic, keyword rankings, conversion rates, and revenue growth.
• Demonstrate expertise: Share insights, strategies, and thought leadership articles on SEO topics through blog posts, guest contributions, or speaking engagements.
• Stay updated: Continuously update your portfolio with new projects, achievements, and industry certifications to demonstrate your commitment to professional growth.

Salary Expectations for SEO Professionals

Salary expectations for SEO professionals vary based on factors such as experience, location, industry, and job role. According to data from PayScale and Glassdoor, the average salary for SEO specialists ranges from $40,000 to $80,000 per year, while SEO managers can earn between $60,000 to $120,000 annually. Senior-level SEO positions, such as SEO directors or consultants, may command salaries upwards of $100,000 per year, depending on expertise and industry demand. Additionally, freelancers may earn varying rates based on project complexity, client budgets, and negotiation skills.

Start Training Today to Become an SEO Expert

Simplilearn is excited to help you take your career to new heights! SEO jobs are in demand and can be established anywhere in the world. As you’ll soon learn, the SEO industry continues to evolve, so check back periodically for news updates and ongoing training.

Our Digital Marketing Specialist Program will transform you into a full-stack SEO expert driving sustained growth in your website’s most critical marketing channel. You’ll master the many facets of SEO, including keyword research, technical SEO, link building, analytics, and how they correlate to form an effective marketing strategy. Learn the latest tools, techniques, and concepts with hands-on experience in projects and labs. Key features include:

• Seeing 20+ real-life, industry-based projects
• Learning Google’s popular tools like Keywords Trends and Search Console
• Gaining detailed insights on advanced web analytics
• Getting a 360-degree understanding of planning and marketing a website

FAQs

1. What are the essential skills for becoming an SEO expert?

Essential skills for becoming an SEO expert include proficiency in keyword research, on-page and off-page optimization techniques, technical SEO, analytics interpretation, and content strategy development.

2. Is a background in marketing or programming necessary to excel in SEO?

While a background in marketing or programming can be beneficial, it’s not always necessary to excel in SEO. With dedication and the right resources, individuals from various backgrounds can become successful SEO experts.

3. How can one stay updated with the latest SEO trends and algorithm changes?

Staying updated with the latest SEO trends and algorithm changes requires regularly reading industry blogs, attending webinars and conferences, networking with other professionals, and continuously experimenting and analyzing results in your own SEO efforts.