More and more companies that are serious about online marketing will sooner or later have 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 actually 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 easy to find as possible via search engines. For almost all companies online findability is of vital importance, because the lion's share of customer journeys now start online. Anyone who is not found there, will by definition lose out.
The competition for the best places (read: as high as possible) in relevant searches is therefore fierce. Obviously, 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 therefore your clientele will grow.
An SEO marketer is therefore responsible for ensuring that his company, website and online content score well in those search engines. To this end, we collaborate with other marketers and compete with SEO marketers from other companies. Good SEO marketing is a critical task and is a day job.
SEO vs SEA
To understand what an SEO marketer does and what not, 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 places purchased by the addition Ad.
The advantage of such a purchased place is that you don't have to work on optimizing your content to naturally end up high in search engine results. You throw in some money and the job is done. However, there is also a downside: you pay for every click (and the bill continues to increase in the short, but also in the long term) and more and more internet users are becoming allergic to these paid places. Once they Ad they scroll further. Many companies do not rely solely on SEA, but mainly 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 ending high in the search results in 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 all. SEO marketers are in the second place also interested in the relevance of that traffic. Simply put: if you sell clothespins on your website, you actually only want people to come looking for clothespins. If a lot of people come who do not want to buy clothespins at all, that is of no use to you.
That sounds very logical and simple, but the practice is more unruly. Take the search term 'buy car' as an example. That query will be completed on Google numerous times a day. But is this user now looking for tips that you should pay attention to when buying a car, or a website where you can search for cars that are for sale, or perhaps a website with information about all the Dutch rules surrounding the purchase of a car? ? The search does not 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 the website and content of your company 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 via such a search. That way, they gain insight into which search queries generate relevant traffic and which do not. Perhaps 'buying 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 correct queries 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 surrounding the transfer of cars. This way, your SEO marketer continuously ensures that as much relevant traffic as possible comes in.