The SEO professional (for Search Engine Optimization) is responsible for optimizing the visibility and indexing of a website on search engines. He wants a website to be referenced as well as possible, that is to say that it appears in the first results of a search engine, before those of its competitors.
He always seeks to increase traffic on a website with the aim of attracting targeted visitors in order to increase the conversion rate. To achieve these different objectives and goals, he uses natural referencing tools, more commonly known as SEO (Search Engine Optimization).
What are the missions of an SEO professional?
First, before considering any optimization technique, the SEO professional begins by carrying out an audit of the website. He evaluates the code of the website, identifying the technical brakes which would prevent from reaching the desired positions in the search engine results page (SERP).
The SEO professional studies the positioning and competition. He is also interested in the content of the website’s pages and their internal as well as external links. Once this diagnostic step has been completed, it is possible to determine the actions to be taken in order to optimize the SEO.
What are the 3 levels of improvement for an SEO professional?
It is then a question of delivering an action plan containing all the possible improvements on three levels. First is the technical improvements (optimization of image alt tags, meta descriptions, titles, headings, tags, etc.). Second are semantic improvements, where the aim is to check whether the keywords used are consistent with the products and/or services sold and the image of the company.
Third level in possible improvements by the SEO professional concern the popularity. Its audit will check the hypertext links from external websites. This is a very important step in search engine optimization, which is called netlinking. This is because it allows you to gain visibility from natural referencing.
Then comes the design and implementation of an effective SEO strategy based on the diagnosis carried out previously. This strategy may relate to semantic and/or technical improvements. Concerning the latter, a list of recommendations is suggested for improving the search engine optimization.
The SEO professional should ensure the proper functioning of each element in his list of recommendations. For the semantic part, he will notably use the many tools available, which can also relate to netlinking. When improving a website, the strategy should also focus on defining the keywords to use.
This will serve to increase traffic to the website but also to maximize the conversion rate. If the website has already been created, the semantics should be optimized. This is done by choosingg keywords that will be frequently used queries. The structuring of the web pages content, and the choice of keywords, should be greatly taken care of.
The SEO professional will then create ta semantic cocoon to link the content together and create a quality mesh. These are important to ensure indexing that will allow you to be placed in the best possible position on search engines. The semantic cocoon aims to link pages that are semantically close to best reach the requests expected from Internet users.
To create this cocoon, an editorial plan should be worked on, with a content production schedule. It will also be necessary to manage effective backlinks to promote good indexing, that is to say to obtain a mesh of quality links and a mix of links in do follow, with a significant diversity of anchors.
The implementation of sitemaps will also help search engines find the URLs to index. The SEO professional must therefore be able to manage these sitemaps, and he may also use A/B Testing to determine which solution will give the best results. This can concern texts or elements of user experience design.