The fundamental role of an SEO analyst is to increase the number of people who visit a website or a number of websites. SEO stands for ‘search engine optimisation’ , which is the identification and use of strategies to help an organisation’s websites rank highly on search engine results pages and thereby increase organic (not paid for) traffic to the sites. SEO helps to drive profit either from customers buying products on the website or through encouraging advertisers on the site. It can be either for the websites of the SEO analyst’s own employer or, if they work for an agency, a client.
Typical responsibilities include:
carrying out keyword research using software such as Moz to optimise web content
tracking metrics such as organic traffic, conversion rates and time spent on page using platforms such as Google Analytics
monitoring and reporting on search trends and SEO performance
analysing websites and social media pages to make recommendations for improvement
performing competitor analysis to identify content gaps and areas for improvement in website design
staying up to date with new SEO, social media and digital marketing industry trends, tools and practices, which are constantly changing
using Excel spreadsheets to compile reports
implementing link-building strategies
making suggestions for SEO-friendly content creation
providing keyword insights and SEO advice for other teams within the organisation
optimising webpages for mobile devices.
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