By definition, SEO refers to the techniques used by search engines that classify the results they send back to Internet users when they type a request.
Moreover, search engine optimization is a term that is also used in digital marketing to define all the techniques and methods that make it possible to optimize a website to improve its ranking in search engines.
SEO concerns only the results classified by the engine relevance algorithm. Advertising results (Adwords) do not fall within the scope of SEO.
What is an SEO expert?
You are a business, just starting out or with a bit of experience already, and you are being harried with SEO ears. We keep telling you that an SEO expert will allow you to place your website or e-store in the first results of Google. That you know. But what exactly do we mean by SEO expert? To make the term more precise for you, let’s say that an SEO expert is a specialist in website SEO. He can also be referred to as “SEO”, but also “SEO consultant”. Two names that you have certainly come across during your research. And if we advise you to collaborate with an SEO expert, it is above all because he is also a full-fledged project manager. Whether he works in an agency or on his own, his expert knowledge in SEO gives him the possibility of taking an SEO project at state 0 and ensuring all stages until the end.
What is the job of the SEO consultant?
An SEO consultant must first of all be always up to date with developments in his profession. With 96% of the market share, Google dictates its work in SEO. The Google guidelines are words of the Gospel for the SEO consultant. Since 2010, the American giant has launched two major updates to its SEO algorithm, taking the sweet names of Panda and Penguin. These define what an expert must do to obtain good results in the results pages (we also call this the ” White Hat “) and what he cannot do (” Black Hat “), under penalty of penalties.
- The technique
The work of the SEO is above all technical. It begins with the identification of relevant and (economically) profitable keywords for the website and the company it represents. These keywords will then be used to optimize what are called the meta-tags of all the pages of the site. Each page must also have its own, personalized meta-tags, because robots analyze and index pages, not sites as a whole. The technical aspect must also be completed with the personalization of images, videos and URLs. It also takes into account the site’s performance and its compatibility with the mobile web.
- The contents
The SEO consultant is also very picky about content, which is increasingly important to Google. Through its Panda update, Google has sent out a strong signal to websites (and continues to do so): websites with unwritten content, filled only with keywords, automatically generated, will be penalized! On the other hand, those who make the effort to apply to their pages a real journalistic work, hierarchized in title, paragraphs and sub-titles, will be considered as good contents. Gone are the days when the web was filled with uninspiring blocks of text.
- The links
If the technique and the content are the basis of the work of the SEO consultant, the part devoted to the links will certainly be the biggest SEO vector of your website. The main artery of his heart. Why? Google, in its indexing of pages, pays special attention to the popularity granted to them by Internet users, as well as that of your site as a whole. The best clue for this is the presence of external links pointing towards you on other sites, blogs, and forums. The SEO consultant therefore also works primarily on your link campaign! All under the eye of the Penguin filter.