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Jarik Oosting
Jarik Oosting
  • General SEO information
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What does an SEO specialist do?

An effective SEO strategy plays a key role in a world where online visibility is a decisive factor in business growth. But what exactly does an SEO specialist do? And why does a good SEO specialist add value to your business?

An SEO specialist is more than just an expert in search engine optimization. They are a marketer with technical knowledge and creative skills who develops a strategy to not only make your website discoverable but also to optimize it for your target audience.

In this article, we’ll take a closer look at the work of an SEO specialist and how an SEO specialist contributes to a future-proof strategy. Whether you’re a business owner considering hiring a specialist or are personally interested in SEO, after reading this blog you’ll know exactly what to expect.

Inhoudsopgave

What is an SEO specialist?

An SEO specialist optimizes websites to improve their visibility in search engines. This includes strategic analysis, content optimization, usability improvements, technical optimization, and link building. The goal is to achieve higher rankings in search results, which leads to more organic traffic.

Unlike an all-around online marketer, an SEO specialist focuses entirely on search engine optimization. The field goes beyond simply making minor adjustments; an SEO specialist is involved in strategy, analysis, and improving a website. This means working on relevant improvements that not only ensure better discoverability but also a better user experience.

At SmartRanking, we view an SEO specialist as a strategic partner to our clients—someone who looks not only at what works right now, but also at what adds value in the long term. This forward-thinking approach makes an SEO specialist indispensable for companies that want to grow in an ever-changing digital world.

What does an SEO specialist do?

An SEO specialist works to improve a website’s visibility in search engines, with the goal of generating more organic traffic and attracting relevant visitors. This goes beyond simply adding keywords, as is still commonly believed. It involves implementing optimizations that are focused not only on search engines, but primarily on the user.

An SEO specialist performs a variety of tasks, which can be broadly divided into four pillars: technical aspects, content, search quality, and authority. Below, we explain what these tasks entail:

A technically sound website is the foundation for good search engine visibility. An SEO specialist ensures that search engines can easily crawl and index the website. This includes:

  • Improving load times and mobile usability.
  • Resolving indexing issues.
  • Using structured data to provide search engines with additional information.

Content is one of the most important pillars of SEO. It’s all about creating valuable and relevant content that aligns with the target audience’s search intent. An SEO specialist focuses on:

  • Keyword research to understand user needs.
  • Writing and optimizing content that answers questions and solves problems.
  • Enhancing content with images, tables, and videos to improve the user experience.

At SmartRanking, we are introducing the “search quality” pillar. This includes improvements that make the website more reliable and relevant, such as:

  • Communicate transparently about who writes the content.
  • Clear and user-friendly navigation structures.
  • Improving the overall user experience by focusing on search intent and layout.

Search engines trust websites with strong online authority. An SEO specialist builds this trust by:

  • Obtaining high-quality backlinks from relevant and reliable websites.
  • Increasing brand awareness through PR and partnerships.
  • Creating a strong backlink profile that supports organic growth.

Continuous Analysis and Improvement

SEO isn’t a sprint—it’s a marathon. It’s an ongoing process of improvement to optimize your website. An SEO specialist uses analytics and tools such as Google Analytics and Search Console to measure what’s working and where improvements are needed. At SmartRanking, we use monthly optimization sprints to achieve sustainable results and adapt our strategy based on new developments.

What is the added value of an SEO specialist?

In a world where everyone wants to be visible online, SEO is no longer a luxury but a necessity. Yet some companies believe that an all-around online marketer is enough to achieve good results. The role of an SEO specialist goes beyond what a generalist can offer.

1. Focus on long-term strategy

An SEO specialist works on future-proof improvements that contribute to your company’s growth. While an all-around marketer manages multiple channels at once, an SEO specialist’s strength lies in their complete focus on search engine optimization. This means a specialist delves deeply into a single field and can typically provide greater value there compared to a generalist, which translates into a long-term strategy.

2. Technical and Subject Matter Expertise

The work of an SEO specialist is multifaceted. It requires technical knowledge combined with strategic insight. The focus, therefore, is not only on search visibility but also on improving the user experience. This includes:

  • Solving technical challenges that prevent search engines from understanding your website.
  • Developing content that aligns with users’ search intent.
  • Enhancing your company’s credibility and expertise on your website.
  • Building a strong backlink profile to boost your online authority.

Adapting to Changes in the Market

Search engines are constantly evolving, as is users’ search behavior. An SEO specialist stays up to date on these changes and adapts your strategy accordingly. At SmartRanking, for example, we don’t just look at what works right now, but also at trends in search behavior and search engines.

More Than Just Search Engine Optimization

A good SEO strategy has an impact on more than just your organic visibility and SEO revenue. It also improves other marketing channels. By focusing on relevant content and a better user experience:

  • Increase your conversion rate.
  • Improve the quality score of your ads.
  • Are you building a stronger brand that inspires trust online?
  • Get traffic that you can retarget.

How does an SEO specialist work?

An SEO specialist’s approach is always tailored to the client’s needs. No two websites are alike; competition varies by industry and company; and there are significant differences between B2B SEO, e-commerce SEO, and enterprise SEO. That’s why the specific tasks of a good SEO specialist differ from project to project. Broadly speaking, however, a clear methodology is followed that ensures clarity, measurable results, and a future-proof strategy.

An SEO specialist begins with a thorough analysis of your website and the market in which you operate. This includes:

  • Technical audit: Are there any technical obstacles holding your website back, and what opportunities exist in the area of structured data?
  • Competitive Analysis: Where Are the Opportunities Compared to Your Competitors?
  • Keyword research: What search terms does your target audience use to find your products or services?

Based on the analysis, an SEO specialist develops a strategy that aligns with your business goals. At SmartRanking, we take into account the four pillars of SEO:

  1. Technology: establishing a solid technical foundation and implementing structured data.
  2. On-page optimizations: content creation and content improvement to ensure it aligns with search intent.
  3. Search quality: Improving the user experience and the reliability of your website.
  4. Authority: Building a strong backlink profile that supports your website.

A customized strategy includes clear action items for developers, the marketing team, and the SEO specialist. An important part of the strategy is creating a content plan that prioritizes all action items.

The strategy is preferably implemented through monthly optimization sprints. Each sprint focuses on specific improvements, such as:

  • Implementing the technical optimizations.
  • Optimizing existing content or creating new content.
  • Improving the user experience and reliability of the website.
  • Improving the internal link structure and acquiring relevant backlinks.

SEO is an ongoing process. By continuously measuring and analyzing, an SEO specialist can adapt the strategy to new trends or changes in search behavior. At SmartRanking, we schedule regular review meetings to discuss progress and results with the client.

With this structured approach, we ensure that your website is not only easier to find, but also meets the needs of your target audience and the changing requirements of search engines.

What makes a good SEO specialist?

What sets a good SEO specialist apart is a combination of knowledge, experience, and qualities that contribute to lasting results. At SmartRanking, we adhere to five core values that also characterize a good SEO specialist:

1. A Leader in Knowledge and Innovation

A good SEO specialist is constantly learning and evolving in step with changes in search engines and user behavior. At SmartRanking, we believe that you can only set the tone in the market by always staying up to date on the latest techniques and trends.

2. Sincere and transparent

Clear communication and honesty are key. A good SEO specialist not only explains what works, but also what doesn’t, and makes it clear why certain decisions are made. This strengthens the trust between the specialist and the client.

3. Entrepreneurial and solution-oriented

Every website and market presents unique challenges. A good SEO specialist thinks proactively, takes the initiative, and creatively seeks out solutions. At SmartRanking, we give our specialists the freedom to make their own decisions and try new things.

4. Results-Driven

SEO is not an end in itself, but a means to achieve business goals. A good SEO specialist focuses on delivering measurable results, such as increased organic traffic, higher conversion rates, and a stronger online presence.

5. Always Striving for Improvement

The best SEO specialists see every day as an opportunity to learn something new and achieve better results. This mindset of continuous learning and improvement is what sets an average specialist apart from an excellent one.

At SmartRanking, these are the qualities we not only strive for but also actively cultivate within our team. A good SEO specialist is therefore not only an expert in search engine optimization but also a strategic partner who contributes to your success.

How do you become an SEO specialist?

SEO is a field that requires a combination of technical knowledge, analytical skills, and a passion for the field. Although there is no set path to becoming an SEO specialist, there are a number of steps you can take to develop your skills in this field.

1. Gain a basic understanding

It starts with understanding the basics of SEO. This includes:

  • How search engines work.
  • The Role of Keywords and Search Intent.
  • The key pillars of SEO: technical aspects, content, authority, and user experience.

Want to get started right away? Online courses, blogs, and videos are a great way to build a solid foundation. There’s a wealth of information available on SEO that will help you gain a solid understanding of the basics.

2. Gain practical experience

Theory is important, but you only truly learn SEO by putting it into practice. Start with small projects, such as optimizing your own website or helping a local business owner. Practical experience gives you insight into how the various aspects of SEO come together.

3. Learning to Use Tools

A good SEO specialist knows how to use the right tools. These include:

  • Google Analytics and Google Search Console for measuring performance.
  • Screaming Frog and ContentKing for technical SEO.
  • Ahrefs and Majestic for performing link analyses.
  • Keyword tools such as SE Ranking for keyword research.

4. Continue learning and specializing

SEO is a dynamic field. Search engine algorithms are constantly changing, as is user behavior. A successful SEO specialist stays up to date on trends and delves into specific niches, such as e-commerce SEO or international SEO.

5. Collaboration and Networking

SEO is not a solo discipline. Collaborating with other specialists—such as developers, designers, and performance marketers—is key to achieving good results. It also helps to learn from colleagues, attend SEO events, or join a community.

What tools does an SEO specialist use?

SEO specialists use a wide range of tools to perform their work efficiently and effectively. These tools help them analyze data, identify opportunities, and optimize websites. Below is an overview of the most commonly used tools in the field:

1. Technical SEO Tools

  • Screaming Frog SEO Spider for crawling a website to identify technical issues.
  • Ahrefs Site Audit for analyzing the technical status and getting a clear overview of improvements.
  • Google PageSpeed Insights for measuring load times and easily identifying areas for improvement.
  • ContentKing for real-time monitoring of changes to proactively identify technical issues.

2. Keyword Research Tools

  • Google Keyword Planner to gain insight into search volumes and competition for specific search terms.
  • AnswerThePublic provides insight into your target audience’s questions and search intentions.
  • SE Ranking for keyword research, competitor analysis, and rank tracking.

3. Content Optimization Tools

  • Surfer SEO for analyzing the top results on Google. The tool offers specific recommendations for optimizing your content.
  • Frase.io for creating content that better aligns with users’ search intent.
  • Yoast SEO (for WordPress) is a handy plugin for optimizing metadata, internal links, and more.

4. Tools for Link Building and Authority

  • Ahrefs for analyzing backlink profiles and identifying link opportunities.
  • Majestic is great for link building, especially because it includes useful metrics such as Trust Flow and Citation Flow.
  • BuzzStream for managing link-building outreach campaigns.

5. Tools for Analysis and Monitoring

  • Google Analytics for measuring website traffic, user behavior, and conversions.
  • Google Search Console for insights into search performance, such as rankings and click-through rates.
  • Data Studio for creating visually appealing and easy-to-read reports.

 

A good SEO specialist not only knows which tools to use, but also how to use them to achieve results.

How do you choose a good SEO specialist?

Choosing a good SEO specialist is a decision that shouldn’t be made hastily. A good SEO specialist can drive business success, but a bad one can slow down your growth. But how do you know if you’re working with the right expert? Here are a few factors to consider:

 

A good SEO specialist is transparent about the strategy, the work involved, and the expected results. They provide clear reports and keep you updated on progress. So be sure to ask about their approach, communication style, and what insights you can expect.

Be wary of specialists who promise quick results. SEO is a process that takes time. A good specialist focuses on lasting improvements that will help your website continue to grow in the future.

Ask about past projects and results. A good SEO specialist can provide examples of successes, such as improved search visibility, increased organic traffic, and additional revenue. References or case studies can be valuable.

Of course, you might end up working with an SEO specialist who doesn’t have much experience yet. That doesn’t have to be a problem, because every SEO specialist needs to gain experience. In that case, it’s important for the specialist to be honest about it. Ask him or her about the experience they’ve gained so far and how they view your website.

A specialist with experience in your industry has a better understanding of what your target audience is looking for and how your competitors operate. This makes the strategy more effective.

SEO specialists who use a structured approach, such as monthly sprints, often provide greater clarity and consistency. Ask about their process and how they set priorities.

A good SEO specialist makes decisions based on data. Ask about the tools they use and how they analyze the data.

SEO is a long-term partnership. It’s important that there’s good chemistry and that you trust the specialist. An open, honest, and pleasant partnership lays the foundation for success.

The Role of an SEO Specialist, in a Nutshell

SEO is an important part of any growing company’s online strategy. A good SEO specialist helps you improve your visibility through optimizations that add value for your target audience.

The responsibilities of an SEO specialist are wide-ranging, from technical improvements and content optimization to building authority and monitoring results. An SEO specialist combines knowledge, experience, and strategic insight to help your website grow.

At SmartRanking, we believe in a forward-thinking approach focused on lasting results. Would you like to learn more about what an SEO specialist can do for your business? Feel free to contact us with no obligation and discover how we can help make your website easier to find.

Jarik Oosting

This article is written by Jarik Oosting

With a passion for SEO and an unmatched drive for results, Jarik Oosting is the driving force behind SmartRanking. With over 15 years of experience in the field, he has built an extensive body of knowledge spanning technical SEO to complex site migrations. As the founder of SmartRanking, he has assembled a team of like-minded SEO specialists who help businesses achieve sustainable online growth.

His academic background in information science at the University of Groningen, with a specialization in natural language processing, gives him a unique perspective on the world of SEO. For Jarik, it’s not just about visibility in search engines, it’s about sharing knowledge and guiding businesses toward sustainable online success. That mission also led him to write a Dutch book about GEO.

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