What SEO Professionals Must Know to Enhance Their Skills and Serve Clients Better

by Emily on May 1, 2018

in Articles

SEO and online marketing is a competitive field. You need to upgrade your skills continually, or you risk falling behind in the game. Moreover, the regular Google algorithm updates are changing the rules of SEO, which makes the job of professionals even more challenging. To survive in these tumultuous times, you not only have to keep up to date with all the latest happenings of the industry, but you also need to know how to devise your strategies to serve your clients better.

If you want to make a name in the industry, you must put time and effort into improving your SEO skill set and knowledge. Here are a few critical details that you need to know.

Trademark and copyright laws

You do not have to be a legal expert, but you must know how trademark and copyright laws work to secure intellectual property (IP). SEO can offer directions to external and internal legal teams by explaining the way people are benefiting from intellectual assets. In addition to this, when you also get to know how a violator is generating consumer confusion, you learn how to solve trademark and copyright concerns. Any infringement will affect your SEO and online traffic. It will also impact the way Google will analyze your website. Therefore, it should be a priority for you.

Affiliate networks

Knowing how affiliates leverage a system for their profit will enable you to detect the areas where sales and revenue reduction is taking place. They make money by applying several tactics to redirect traffic from one website to the other. Therefore, you need to know where affiliates were unsuccessful in offering any value to the consumer journey.

Your site should receive a chunk of this traffic as SEO referral source. Hence, take time to connect with the affiliate manager to analyze the program. It will help you to detect traffic leaks that are affecting your SEO program negatively.

Campaign calendars

When running several SEO campaigns at once, you need to track and evaluate each throughout its duration efficiently. That is why you need to maintain a campaign calendar. It helps you assess the campaigns that will generate search demand or trigger keyword searches. Your SEO team should try to capitalize on maximized search demand rather than letting other market players take away from your marketing expenditure.

Are you new to evaluating campaign calendars? Companies like Internet Business Solutions can do it for you. They can do it by working in co-operation with the paid search teams to know the way every campaign influenced the demand in the SERPs and how paid search teams benefited from increased demand.

The creative part

Your SEO efforts must include a robust content marketing strategy, for which, you need high-quality content. You need to spend adequate time with your creative team to devise a content strategy that will bring the desired results. Keeping content ideas fresh and original is critical to your success. Your audience should relate to the content or find it exciting or engaging enough to interact with your site.

You can rely on various tools to come up with content ideas on trending topics that are relevant to your industry. You can share all the insightful data with your creative team so that they can create quality content to add value to your SEO efforts. It is an excellent idea to develop content with a specific aim at user engagement and search optimization.

The load balance factor

If you are planning to target a larger section of the audience, you should make sure that your website can handle the increased traffic. Understanding the load balance factor is thus crucial. For instance, you might do a log file evaluation to learn about visit frequency, crawler behavior, and issues that your users might be witnessing.

Load balancing helps in generating a replicated bot farm. From there, the bot traffic gets offloaded to the server group operating the exact code base as a consumer. When you section this traffic, there is increased crawler activity without the resource consumption to cater to the customer.

SEO forecasting

To create an SEO forecast, you have to understand the process and goals of the overall marketing channel forecast. What is the result of your overall marketing mix? Other than learning about the objective of cash flow post marketing, it also helps to understand what you can expect from your SEO program.

Every quarter, the revenue contribution amount for your channel might change for the success of the overall marketing mix. There is ample data available on how your SEO program performs when it comes to revenue versus cost, revenue percentage contribution, and current run rate. Using this data, you can create a marketing forecast across every channel.

Want to fine-tune your forecast? If yes, then procure the same data from various channel managers. Then compare your prediction against the company’s quarterly forecast along with the actual report.

Linked data

The majority of SEO professionals know that webpage linking offers value to online visitors and influences SEO. The next step is linked data where information is collected from various sources and then presented in one resource for the consumer.

SEO professionals know about JavaScript Object Notation for Linked Data and other linked data technologies. That is because according to Google, it is the desired markup language for offering additional descriptive information.

So, gather more insight into linked data to get the broad picture. Do not offer one content page which links to other pages representing vital data on one topic. Instead, utilize the linked data to bring the same content to your web page. It will help in generating more useful web pages for online visitors.

SEO is in a constant state of flux much like the Google algorithms. Therefore, you need to stay updated to offer your clients the best services. To shine in the industry, you need to develop skills that other SEO professionals lack. By focusing on the areas mentioned above, you can enhance your SEO game to get ahead of others.

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