Search Engine Optimization or SEO is a process that helps a website to get traffic without paying anything. Search engines work on the basis of giving higher position to a website which gets more traffic or more clicks as they want to give the best service to their customers. In order to do that, they will pick the key words typed by the customers and based on these key words rank the website, place it on the first page of a search. It is a well known fact that not many people will navigate to the second page.
How a website is organized to get the benefit of the SEO process is the work of SEO professional, who finds the trends of a keyword search on the search engine and make technical changes to increase the traffic on the website. The experts need to understand their customers or potential customers wants and expectations and try to find what word will connect with them. The experts need to understand what will make the audience move from expected to actual customers. To do their task efficiently, they have to know and make use of SEO tools, technical tools, keyword research, analysis of the competitors, link building, and tracking the rank on the internet. Audience research is a part of their job, this involves trying to understand the audience, their age and their mental makeup and discern what type of material on the website connects with them.
They have to keep an eye on the competition, and try to understand how major brands get the audience. To perform this task they have to go through each page on the websites of the major competitors. They do a regular web analysis of the website and try to find whether the strategy and effort to change the content of the website had any impact on the audience or not. They have to prepare a comprehensive report of how the strategy worked or did not work and present it the management, To set up the website they works closely with the web developers and IT team of their organization. Their job does not end when the website starts working, they need to keep track of the traffic on the website and include tracking devices at the developmental stage of the website. They need to understand and use all tracking tools like heatmaps, Tag Manager and other tools. Also, they have to understand how the indexing procedure of research engines works, so they can make strategies to increase the ranking of their website.
Apart from this there are several other areas that need attention from seo experts; the areas that need constant attention are marketing and changing the content of the website. As we see from the above description the tasks that an seo performs a job that combines technology, marketing strategy, analytics and future forecast of the changing trends of the audience. It is not an easy job, as it involves several disciplines, knowledge and expertise.