What does an SEO marketer actually do?
Sooner or later, more and more companies that are seriously getting started with online marketing will create vacancies for an SEO marketer. SEO marketers must make a company optimally findable and visible online, preferably at the lowest possible cost. But what exactly does an SEO marketer do? Who does he work with for this? And what is the big difference with the SEA marketer?
SEO marketing in a nutshell
SEO (Search Engine Optimization) marketing means: making your company, websites or other content as findable as possible via search engines. Online findability is vital for almost all companies, because the lion's share of customer journeys now start online. Anyone who is not found there will by definition be the loser.
The competition for the best places (read: as high as possible) in relevant searches is therefore fierce. Of course, the differences per industry are large, but the rule of thumb applies everywhere: the higher you score in search engines such as Google, the greater the chance that your traffic and ultimately your clientele will grow.
An SEO marketer is therefore responsible for making his company, website and online content rank well in those search engines. To this end, we collaborate with other marketers and compete with SEO marketers from other companies. Good SEO marketing listens closely and is a day job.
SEO vs SEA
In order to understand what an SEO marketer does and does not do, it is first of all important to emphasize the difference between SEO and SEA. Where the O in SEO stands for Optimization, the A in SEA stands for Advertising. In short: SEA is all about advertising through search engines and buying the top places in certain searches. In Google you can recognize purchased places by the addition Ad.
The advantage of such a bought-in place is that you don't have to work on optimizing your content to naturally rank high in search engine results. You throw some money at it and the job is done. However, there is also a downside: you pay for every click (and the bill continues to rise in the short, but also in the long term) and more and more internet users are becoming allergic to these paid places. As soon as they Ad see them, they scroll further. Many companies therefore do not rely solely on SEA, but put a lot of time and effort into SEO, and they are right.
Quantity and quality
The SEO marketer is basically interested in two results. First, he wants to generate a lot of clicks by ranking high in the search results for all relevant searches. The higher you finish, the more traffic, is generally the rule of thumb.
But that quantity of traffic and clicks is not the only thing. Secondly, SEO marketers are also interested in the relevance of that traffic. To put it simply: if you sell clothespins on your website, you also want people to come looking for clothespins. If a lot of people come who don't want to buy clothespins at all, it's no use.
That sounds very logical and simple, but in practice it is more unruly. Take the search term 'buy a car' as an example. That search query will be entered on Google countless times a day. But is this user looking for tips on what to look out for when buying a car, or a website where you can search for cars for sale, or perhaps a website with information about all Dutch rules regarding buying a car? ? The search query doesn't always tell you exactly what information someone is looking for. This is where the SEO marketer's job begins.
As much relevant traffic as possible
SEO marketers continuously monitor which searches fit well with your company's website and content and with the digital resources that are currently being used, for example in the context of the last campaign that the digital marketer has set up. In addition, he keeps track of what users do once they enter through such a search. In this way, they gain insight into which searches generate relevant traffic and which do not. Perhaps 'buy a car' does not fit your website at all, because you have a website with all used cars, but the data shows that this search is mainly used by people who are looking for general information about buying cars.
SEO marketers notice this by analyzing all available data and can ensure that search engines match the right searches to your content. Or they can advise the content marketers to produce new, different content in order to attract users to the website who are looking for that information. On that website full of used cars you could, for example, blog about regulations regarding the transfer of cars. In this way, your SEO marketer continuously ensures that as much relevant traffic as possible comes in.