What is an SEO all rounder? And is that the same as an SEO expert? I pose the question as I have begun to see the term "SEO all rounder" more and more in job adverts.
In my opinion, the role of an SEO all rounder goes somewhat beyond straight technical optimisation, and starts to interface with almost every aspect of an Organisations operational and strategic processes.
This is because 'search', in all it's forms, represents an unfiltered, raw and hard to interpret 'voice of the customer' - and as such is a relevant input into every part of an organisation.
So, in descending order of how likely you are to find these skills in
one person, an SEO all rounder should be able to;
- Implement the proven techniques of on-page optimisation of content
- Find valuable and appropriate keywords and derive a logical keyword syntax
- Improve the structure, URL architecture, functionality and layout of sites to improve SEO
- Specify and conduct link-building activity and access and create appropriate link platforms
- Implement cost-effective analytics and measurement
- Make recommendations about content development and syndication
- Conduct rational, measured experiments into different approaches to SEO and conversion
- Provide Search-related input into Online creative design, branding and usability
- Make appropriate use of Social Networks (Twitter, Bebo, Ning, etc.) in their own right and not just as linking opportunities
- Make good use of other digital assets (Youtube, Flickr, Industry listings and portals, Blogs, etc.)
- Fit SEO activity into Email marketing, CRM, PPC, Online and Offline Marketing
- React to new trends in Search and build them into the mix
- Interpret Search as the voice of the customer in marketing and product/service strategy development
- Communicate with sales, management, technical and marketing professionals in their own languages
- Understand the business strategy of the Organisation
- Anticipate new sources of search and help conceive new business models based on medium term trends
So, not too hard to find someone to fit the bill!
If you are looking for that elusive SEO all rounder, then why not talk to Chilli Digital about how we could help?
Jake Holloway has been in Online Marketing and Search for 10 years, and before that was in Sales and Marketing and Software Development at some of the UK's most successful software companies.
