Today, every company must deal with the issue of search engine optimisation with an SEO consultant. Customers search online for products and services. If you can’t be found on the Internet, you’ll have trouble generating sales. SEO has become one of the most important tasks in marketing, and budgets for this have been continuously increased in recent years.
More and more companies rely on their own internal SEO consultants or hire an external SEO agency for search engine optimisation. It is not uncommon for internal SEO consultants and SEO agencies to work hand in hand. The tasks of an SEO consultant are so versatile that one person can hardly cover all SEO tasks alone. We, therefore, deal in the following with the question: What does an SEO consultant do?
The task of the SEO consultant: The indexability
For the own website to be found on Google at all, the pages must be indexable. Search engines cannot search the entire Internet for every search query. They, therefore, create an index that is constantly updated. The website must be accessible to the search engine, so the SEO consultant must ensure indexability.
There are several ways to lock out the search engine crawler. In some cases, this happens deliberately because certain areas of a website should not be discoverable by everyone and are for internal use only. However, it happens again and again that companies wonder why their website does not rank in Google. The answer to this is that the pages are, for example, on “no index” or access is denied to the search engines by a robots.txt file. Caution is also advised especially when using plug-ins, here it can often unknowingly lead to problems regarding indexability.
The most important task of an SEO consultant is therefore first to ensure that the pages of the website that are to be found by customers can be included by the search engine in its search index.
The metadata is a summary of the most important information of a page and makes it easier for search engines to crawl the website. They are stored in the code (meta name=”example”, content=”text”) and are therefore invisible to the site visitor. The importance of most meta tags is rather low, but there are two that are of fundamental importance: the meta title and the meta description.
The meta title describes to both users and search engines what a particular page is about. A unique title should be used for each page. The content of the title tag appears as the first line in search results, helping users identify the relevant website for their search. Approximately 55 to 60 characters are available for the meta title. It should always contain 1-2 important keywords for the subpage.
The meta description gives search engines a summary of what a page is about. It should consist of 1-2 sentences and have a maximum of 155 to 160 characters. It is important to note that words that appear in the search query are bolded. Since the ads on Google’s search results page all look visually the same, this can already be the deciding factor why the searcher clicks on your ad and not one of your competitors.
If the metadata is not stored, Google generates it independently. So, you should not leave this to chance and therefore use appealing title and description for your customer:
The SEO consultant must therefore maintain the metadata of all sub-pages. If new pages are created, metadata must also be deposited there. The difficulty is to convince the customer to click on his ad despite the limited number of characters.
The content you offer on your website is still the most important ranking factor for search engines. The goal must therefore be to generate as many individual texts as possible because the more texts, the higher the chance of being found.
Writing texts does not necessarily fall within the remit of an SEO consultant. However, if there is no copywriter in the company, it may be that the SEO consultant also takes over this work. However, it is very much the task of the SEO consultant to determine what is to be written about. The prerequisite for this is the performance of keyword analysis.
Based on the keyword analysis, you define the search terms that are important for your product or service. From this, you can derive specifications for new content such as product texts, blog articles or guide texts, which are then implemented by the copywriters. Before the new content then goes online, the SEO consultant still has a few tasks to complete.
For example, it is the SEO consultant’s job to set the headlines (headline tag) correctly. Each subpage should have only one H1 headline and two to five H2 headlines and should be provided with important keywords. Furthermore, important keywords should be bolded in the text. Another important factor for search engines is internal linking. You should link from the text to your other products and services. If images are used, it is the SEO consultant’s job to optimize them. He has to make sure that the file name, as well as the alt attribute and the title attribute, contain important keywords. Finally, of course, the metadata for the new subpage must be deposited.
In the area of content, there are many different tasks for an SEO consultant. Google itself emphasizes again and again that the texts are the most important ranking factor at all. An SEO consultant, therefore, spends a large part of his time optimizing the content.
Visibility in search engines does not only depend on the fact that the website is optimized. The quantity and quality of the incoming links also strongly influences the ranking. Each backlink is evaluated differently by the search engine. Even the latest Google updates make it clear that backlinks are still among the most important ranking factors.
The SEO consultant, therefore, has the task of regularly acquiring new backlinks. He must gain partners, blogs and web directories that link to your website. It also plays a crucial role in where the backlink comes from. Indeed, a bad link can also have a significant negative impact on the ranking. It is also important not to increase the number of backlinks by leaps and bounds, but continuously. Sustainable link building is therefore one of the most important factors in the field of search engine optimisation and thus one of the primary tasks of the SEO consultant.
Another elementary task of an SEO consultant is the avoidance of duplicate content. This is the case when identical or very similar content can be found via different URLs. Search engines evaluate duplicate content very negatively, which can lead to a website achieving only poor rankings or none. If a website has predominantly duplicate content, the entire website can even be removed from the search engine index.
There are always cases where duplicate content cannot be avoided. An example would be an online store for shoes, where a certain shoe is available in different sizes and colours. These different product variants can be called up under different URLs and always have the same product descriptions. Here it is the task of the SEO consultant to tell the search engines which is the “original”. He can do this, for example, via the so-called Canonical Tag, which identifies which is the main page and should be used for indexing.
An SEO consultant must therefore ensure that duplicate content is avoided on his website as best as possible. If it is unavoidable, he must find other (technical) solutions so that they do not negatively affect the ranking.
And what else does an SEO consultant do?
In addition to the above-mentioned tasks, there are several other topics that an SEO consultant must address. These include, among others, the optimisation of the loading time of the website as well as the optimisation of the mobile display. In these areas, he should seek support from the company’s IT experts or the external IT agency in charge.
It is almost impossible for an SEO consultant to handle all the tasks involved on his own. Therefore, in practice, one often sees that an external SEO agency additionally takes over certain tasks, such as link building or search engine advertising. Within the company, it is important that he is supported by copywriters and IT experts.