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Search Engine Management : How to Manage SEO
Whether you launch a search engine optimization program in-house or outsource it to an SEO firm, the abilities of your provider are key. Keep the following skill sets in mind to gauge the qualifications of your SEO professional :
Traits of a Qualified Search Engine Optimization Professional
- Understands advanced SEO techniques, including page titles, META descriptions, META keyword sets, internal page cross-linking, search engine submissions, robots.txt files and domain name management
- Comprehends of keyword weighting, proximity, density and related factors
- Performs search term ranking analysis
- Performs link popularity building research, management and strategy
- Monitors online forum and industry newsletters
- Attends national SEO conferences;
- Possesses HTML and advanced programming languages skills
- Writes quality web site content
- Understands and follows essential web site usability practices
- Possesses a firm understanding of keyword research, including language and the way people search;
- Comprehends web analytics, including common and complex metrics associated with visitors, unique visitors, page views, online sales, profitability and more;
- Sees the big picture and avoids the risk of banishment from major search engine caused by unscrupulous SEO techniques
- Appreciates ethical standards (i.e. should know about cloaking, keyword stuffing and the differences and nuances associated with "black hat" and "white hat")
- Possesses marketing and branding experience
- Is familiar with the demands of project management, including effective communication of needs and fostering cooperation from appropriate stakeholders;
- Has familiarity with pay per click (PPC) programs, and how their performance directly relates to natural SEOresults
- Manages paid inclusion (72-hour rapid indexing programs)
- Able to adjust to the changing algorithms of search engines.
The search engine optimization field is complex and ever-changing. To keep pace, an ample skills set is demanded. Overall, the SEO program process should be simple: set goals, choose the best keywords, optimize pages, submit to search engines and refine efforts in light of rankings and web analytics. By ascertaining your SEO professional possesses the necessary skill set, you can feel confident in their ability to carry out a successful SEO program.
About the Author : Michael Murray is vice president of Fathom SEO, a Cleveland, Ohio-based SEO firm.
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