The importance of an SEO specialist for your digital strategy

SEO is one of the most important marketing channels in the digital world. Currently, more than half of a website’s traffic is generated by organic search. It is therefore fair to say that SEO, whether natural or paid, produces tangible business results for companies that know how to utilize it. Indeed, before making any purchase, everyone first searches online for the product or service they are interested in. Furthermore, the first step in a purchase today begins with exploring the web.

Whether on search engines like Google, Microsoft Bing, social media platforms like TikTok, or YouTube, or through major sales platforms like Amazon, billions of searches are conducted each year. This represents one of the main sources of traffic for companies that have websites. And to be visible on these search engines, websites must be well optimized.

The roles and responsibilities of an SEO specialist. 

This is where the role of a website SEO specialist becomes meaningful. With their experience, they possess all the knowledge and resources needed to make a website user-friendly for search engines or any other platform that could enhance a brand or company’s visibility. Their goal will be to leverage multiple website optimization strategies to place the website among the top search results so it can benefit from excellent positioning.

Even with knowledge of SEO or Search Engine Optimization, it is generally difficult to rank in the top search results (SERP) without advanced knowledge of SEO and SEA. An SEO specialist will find ways to enable an establishment to position itself on the first pages of extremely competitive search result pages (SERP). Indeed, an SEO expert will work on the site that has requested their services to maximize the search features (and PPC ads).

Why hire an SEO Specialist for your website?

Any agency looking to be visible online must have a website. This site should also be designed with well-crafted content and, above all, have significant organic traffic. Of course, advertisements and marketing campaigns have a non-negligible impact on browsing, but nothing beats good organic SEO. That is why it is essential to have a professional in SEO to elevate a website.

Understanding specific SEO needs.

An SEO expert must have an excellent understanding of how a well-crafted SEO strategy can benefit an establishment. An SEO specialist, as their name suggests, should have in-depth knowledge of their field. They will be aware of the latest SEO techniques developments. The expert in question should also be capable of examining the reports of organic traffic and identifying what needs improvement.

They will have the means to interpret good results to pursue what works and refine what does not. As we know, Google is not fully transparent about the mechanics of its algorithms. Moreover, since they are constantly updated, nothing guarantees that a site will achieve a satisfactory rank at a specific time. Nevertheless, the website SEO specialist will have the necessary analytical capabilities and skills to make a site perform well and be as optimized as possible.

Expertise and advanced technical knowledge.

The SEO expert has a sharp understanding of the various levels of search engine optimization. Technically, they know how to optimize the structure of a website for their client. They can thus avoid issues that might prevent search engines from crawling and indexing content.

The expert also has all the knowledge necessary for the exploitation and enhancement of on-page SEO. They master the use of keywords and HTML tags. Their goal is to facilitate the increase of traffic from a search engine to a website.

The same goes for off-page optimization or SEO off-page. Whether through link building or social media, the SEO specialist will be able to ensure the smooth execution of an optimization project.

Having the ability to offer tailored solutions for improving a site’s SEO, the SEO expert possesses all the keys needed for implementing a winner strategy. They understand the technical limits of a company’s website and can speak like a web developer to resolve this issue.

Services offered by a Website SEO Specialist

Among the services offered by a website SEO specialist is the website audit. This is carried out through the examination of individual web pages, what they contain: their meta title and description. Performance will also be checked, along with all other factors contributing to improving or decreasing the site’s ranking in search engines.

In addition to content and keywords, search engines also care about a website’s accessibility, reliability, and authority. Here, the consultant will check the loading time of each page, as well as the SSL certificates for data security.

On-page and off-page optimization.

On-page SEO, off-page SEO, and technical SEO are the main points that an SEO specialist will focus on. If optimized properly, they should allow a site to stand out and be correctly indexed on search engines.

— On-page SEO is the adjustment, verification, and optimization of the internal elements of a website: content, tags, keywords, images, loading speed, etc. If this strategy is well executed, it will make a website more relevant, attractive, and pleasant to use for both users and search engines.
— Off-page SEO, on the other hand, consists of improving and properly indexing the external elements of a website: links, social media, reviews, netlinking, mentions, etc. We know that off-page SEO has been well conducted when the site reaches its full potential of notoriety and credibility. This should be perceptible to users, search engines, and other websites.

How an SEO Specialist optimizes the visibility of your website?

Keywords are among the most essential elements of web content. The use of relevant keywords propels a page or a website into the top search results. At the same time, they increase a company’s visibility. Search engines like Google operate on precise algorithms that will display on the first page those websites that provide interesting information best responding to users’ queries. The use of these well targeted keywords must be done in a natural manner. All of this will help generate organic traffic and qualify a page with search engines.

Improving the site’s structure for better indexing.

Of course, optimizing a website is not done solely by using relevant keywords. Indeed, search engines will also look at the website’s structure to better index it. This element should not be neglected in favor of the use and search for relevant keywords. It is an equally important part that will help Google carry out the indexing of a site.

The architecture or structure of a website should be designed so that each page is organized and connected correctly. This approach must be undertaken at the level of the hierarchies of each page and in how these pages are linked to each other. The same goes for the links that connect them.

Creating a sitemap and a robots.txt file

The robots.txt and sitemap.xml are essential elements that will help search engines easily understand how a website functions and thus be able to evaluate it. For this reason, the robots.txt and XML sitemap cannot go without each other. One is therefore as important as the other for the natural SEO of any website. Implementing these two elements allows the website to communicate with search engines, indicating which pages should be indexed and which should not.

To elaborate further on the subject, the sitemap.xml is the file that includes all the URLs of a website. This document will facilitate the crawling of the site by search engines. Beyond the URLs, the sitemap.xml can also contain other information. For example, it can include the frequency of updates, which page should be prioritized, or when it was last modified.

Indicating in the robots.txt file, the sitemap.xml file’s location is at the root of the website. The robots.txt files, for their part, consist of files that instruct indexing robots of Google on how they should do their job. In other words, the robots.txt will indicate which pages can be indexed and which should be blocked.

Like their counterparts, their location is also at the root of the website. The use of both should not be neglected to optimize natural SEO. They will make it easier for search engines and help identify unnecessary or unwanted pages from those to be indexed.

Optimizing the loading time of the site

The responsiveness of a website is another crucial factor for SEO optimization. Indeed, a site that takes too long to respond risks being abandoned by the user. A study has shown that if a site takes more than 3 seconds to load, 50% of users prefer to leave the page to see other results.

Expected results after the intervention of a Website SEO Specialist

With a website SEO specialist, it is thus possible to achieve a better position in search results. Being present on the first pages of Google means being visible to the vast majority of users for a given query. This is a real advantage for advertising and acquiring quality traffic for any company wishing to enhance its digital presence.

Indeed, being indexed on the first page of Google means obtaining good traffic to one’s website. Regardless of the sector in which one operates; to succeed online, it is necessary to appear in the top search results on Google’s page. It should be noted that currently, 41% of people use a search engine to find local businesses, especially on Google Maps. Whether in Paris or other cities in France, almost the vast majority of users do this for B2B services.

Additionally, being well-indexed allows for greater authority for one’s website. In Google’s eyes, this is a measure of reliability that, when higher, signifies that a site is trustworthy. The search engine will then be more inclined to rank the concerned site higher in its results. All these advantages will contribute to increasing conversions and return on investment.

Conclusion

Hiring an SEO specialist to optimize a website is a strategic investment for any company looking to improve its visibility and authority online. The expertise of a SEO professional is essential for thoroughly analyzing a site’s strengths and weaknesses. They can implement a customized and evolving strategy to position it sustainably on the first pages of search engines. Ultimately, in addition to benefiting a website’s image, having an SEO professional will also bring exponential economic advantages for the company.