An electrician is only as good as the professional tools they use, and the same can be said about any specialised role. Surgeons, mechanics, fishermen. They all have their specific required materials – like scalpels, spanners, and fishing gut – that aid them when they are applying their craft. Search Engine Optimisation (SEO) is no different, and it’s certainly true that an SEO specialist is only as good as the resources they have at their disposal. Decided to anoint a search engine optimiser from within your company? Here’s how to figure out which resources they’re going to need to get your website to the top of page one:
SEO has a lot to do with keywords, more specifically making sure that the keywords being used as part of your search engine optimisation strategy are actually worth the effort you’re putting into them. For example, optimising a page for a keyword that receives 1,000 monthly clicks in South Africa is better than optimising it for a keyword that only gets 100 clicks per month. With a tool like SEMrush, you’re able to stay on top of your keyword strategy without needing a Microsoft Excel document.
How many inbound links does your website have? Link development, previously called “link building”, involves the careful management of the internal and external links on a site. The whole idea is to ensure that only “high-quality” links are being associated with your website. Any links from spam websites or irrelevant ones will negatively affect the entire website’s SEO score, which will lead to drops in positioning on the SERPs. With a tool like Moz.com, search engine optimisation professionals can easily manage a website’s link development efforts from one simple dashboard.
Another important resource to award your search engine optimisation team is a content creation manager. Well, it doesn’t exactly manage your content – that’s still something requiring human intervention and input. However, Google’s algorithm will pick up on text-based issues that affect SEO. For example, overly-long sentences, multi-syllabic words, and grammatical or spelling errors all affect the content’s readability score, which will bring the SEO factor down. With a tool like Grammarly at your disposal, these issues will be flagged immediately.
There are tools to assist with the development of SEO assets, and then there are tools that assist with monitoring the general outcomes of a website’s SEO efforts. With a tool like Google Analytics, web analysts can gain valuable insights regarding website visitation, referral sources, time spent on the website, pages visited, actions taken, and multiple other elements. Google Analytics also offers a limited amount of demographical information for visitors, depending on the permissions they give to Google.
It might require an initial investment of sizeable proportions, but SEO is the online gift that keeps on giving. Search engine optimisation efforts continue to have an effect long after the optimisation has taken place.
Learn how to create a winning SEO strategy for your company, with an accredited SEO & Web Analytics course from DSM.
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