As the use of internet increases and digital marketing becomes a part of the marketing strategy of the organizations, new disciplines, which require specific job profiles emerge and become a part of organizational structure.
One new discipline, which is becoming very crucial to the success of both local and global organizations, is the job of an seo expert. SEO or search engine optimization is the new discipline that has emerged with the increasing use of internet in the business environment. Before we discuss role of an expert, we need to explain in a few words what Search Engine Optimization (SEO) actually means. Search engines, based on the number of audience for any website, give a ranking, for example, number one rank is given to the website which has maximum traffic for a specific key word. Businesses would like to be placed between 1-10 ranks, and adopt many strategies to achieve the desired placement.
IT personnel and marketing department works closely with experts in SEO to incorporate suitable key words and software in the website of the company to maximize the audience. After the website is up and running the expert keeps an eye on the audience, analyzes the traffic on the website of competitors and tries to understand what they are doing right to attract the audience. The content on the website has to be watched, analyzed and changed if the expert realizes the site is not attracting enough attention or has not reached a suitable rank between 1-10. SEO is a discipline that entails many things, knowledge of technical tools, marketing strategy, an understanding of the services and products offered by the organization, and the target customers.
A part of SEO discipline is connected to the local area where the local business operates. Local SEO expert looks after small businesses operating in local areas, where the customers look for businesses in their vicinity, for example, they search for the local lawyer or doctor or the local building contractors who take small jobs. An expert working in the local areas needs to know who are the competitors, use the tools of the local search system, get an algorithm that operates with local keywords. A local expert works with many small businesses and have to careful to support the interests of each client. While targeting the local audience, it is important to build target keyword carefully, also take care never to include duplicate content, instead concentrate on quality content. You may ask why it is important to have a local search, the factual data show that a large number of people search for local businesses and services, maximum of these searches were for local lawyers and law firms. People do not want to travel long distances to contact lawyers, they prefer local law firms. The next popular group was doctors and medical practitioners. Therefore, the job of a man who is working as a local SEO is as important and complicated, as that of a person working on a national level.