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What Does an SEO Expert Do? A Comprehensive Guide

Any company hoping to improve its online visibility has to understand how search engines, such as Google, rank websites. Google’s algorithm takes into account more than 200 factors to rank websites in search results. An SEO expert company like RevvLab can offer the knowledge and strategic approach needed to navigate this complex environment.

RevvLab is well-positioned to assist your company in standing out in the fiercely competitive digital market thanks to our in-depth knowledge of Google’s algorithms and our track record of raising website rankings. Whether you want to start from scratch with your site’s SEO or hone your current tactics, RevvLab can help you get an SEO specialist and navigate the complexities of contemporary SEO to meet your digital marketing objectives.

SEO Expert

Understanding SEO

The first step of contemporary digital marketing is having a search engine optimization expert, which is essential for any online business looking to boost visibility and increase organic traffic to its website. 

Enhancing visibility is only one aspect of SEO; another is improving your website’s usability and accessibility for both search engines and users. This requires a delicate balance of:

  • Technical expertise
  • Content generation
  • Strategic promotions

These are all geared towards enhancing your site’s performance and standing in the eyes of search engine algorithms.

Core Components of SEO

Understanding what a SEO marketing expert does is vital for anyone looking to optimize their site effectively. These components include:

  1. Keywords
  2. Content
  3. Backlinks


Keywords are terms or expressions that people type into search engines to obtain relevant content. They serve as the foundation of SEO. Selecting the appropriate keywords is essential because they direct the creation of content and represent user intent.

An SEO expert invests a lot of time in keyword research to make sure they choose terms that are both competitive and relevant enough to generate traffic. Tools are often used in this research to find keywords that balance demand (high search volumes) with competition (feasibility of ranking for those terms) like:

  • Google Keyword Planner
  • SEMrush


The means by which audiences are reached and engaged is through content. Content for SEO purposes needs to do more than just entertain or educate readers; it should also address their needs and inquiries while skillfully and naturally incorporating relevant keywords. Establishing authority and relevancy through high-quality content is essential for achieving high search engine rankings. 

An SEO expert works to ensure that content is:

  • Well-structured
  • Informative
  • Aligned with user intent

You should utilize various forms of content such as:


Backlinks are a critical determinant of SEO success. They act as votes of confidence from one site to another, indicating to search engines that others value your content. A higher number of quality backlinks typically leads to better ranking. 

An SEO expert focuses on building these links through reputable and relevant sites, often via:

  • Networking
  • Content marketing
  • Digital PR efforts

Search Engine Crawling, Indexing, and Ranking

Understanding how search engines work is essential for an SEO professional. Here’s a simplified overview of the process:


Crawling is the initial step wherein search engines use bots (also known as crawlers or spiders) to discover updated content, be it a:

  • Webpage
  • Image
  • Video
  • Any other type of online content

Crawlers visit web pages by following links on those pages, much like a reader would when navigating from one article to another. This is why linking within your site (internal linking) and getting links from other sites (backlinks) is crucial.


Following content crawling, a search engine attempts to interpret the information and stores it in a sizable database known as an index. Search engines examine a page’s content during indexing and arrange it in the index. SEO expertise makes sure that the content is understandable and appropriately tagged with different HTML tags in order to improve the indexing process.


The final step is ranking. When a user performs a search, the search engine sifts through its index to provide the most relevant results. This relevance is determined by over 200 factors, including:

  • Keyword presence
  • Content quality
  • Site speed
  • Mobile usability
  • The number and quality of backlinks

The ultimate goal of SEO is to influence these factors in a way that improves the ranking of the site’s content.

Core Responsibilities of an SEO Expert

An SEO expert is crucial in navigating the complex and ever-evolving landscape of digital marketing. Their role is multifaceted. This comprehensive guide delves deeper into the responsibilities of an SEO expert, focusing on advanced strategies and emerging trends in the field.

Keyword Research

Search Intent Analysis

Understanding the intent behind searches:

  • Informational
  • Transactional
  • Navigational

These are critical to selecting keywords that match user expectations.

Long-Tail Keywords

Focusing on longer, more specific queries that have a lower search volume but higher conversion rates due to their specificity.

Seasonal Trends

Utilizing tools to identify temporal fluctuations in keyword popularity, which can be particularly useful for businesses affected by seasonality.

Examples of Strategic Keyword Implementation

A travel agency successfully targeted the keyword “affordable family winter vacations in Europe,” capturing a niche market with specific seasonal and family-oriented travel needs.

On-Page Optimization

Structured Data Implementation

Using schema markup not only for basic entities but also for:

  • Events
  • Products
  • Offers

which enhances the richness of SERPs with features like rich snippets.

Advanced Image Optimization

Beyond alt texts, focusing on next-gen image formats for faster loading times and better compression ratios.

Semantic HTML

Utilizing HTML5 elements like:

  • <article>
  • <section>
  • <header>
  • <footer>

These are to enhance content segmentation and improve search engine understanding of page structure for a SEO optimization expert.

Long-Term On-Page SEO Trends

Mobile-First Indexing

Ensuring that all on-page optimizations are primarily geared toward mobile users, reflecting Google’s mobile-first indexing approach.

E-A-T Principles

  • Expertise
  • Authoritativeness
  • Trustworthiness

Enhance these through content and meta-information to comply with Google’s quality guidelines.

Technical SEO

Progressive Web Apps (PWA)

Implementing PWA features to ensure an engaging user experience, akin to native apps, which can significantly affect SEO.

Mobile Optimization

Beyond responsive design, focusing on mobile performance optimizations such as touch screen readiness and mobile browser compatibility.

Common Technical SEO Challenges

JavaScript Rendering Issues

Ensuring that content loaded via JavaScript is fully crawlable and indexable by search engines.

Site Architecture Optimization

A technical SEO expert can evaluate a URL structure and navigation that is logical and scalable, ensuring efficient crawling and indexing by search engine bots.

Content Creation

Skyscraper Technique

Building on existing content that has proven successful by making it more comprehensive, up-to-date, and useful.

Content Diversification

Expanding beyond text to include blogs, podcasts, videos, and interactive media to cater to varied user preferences and increase engagement.

Emerging Content Trends

Voice Search Optimization

Creating content that answers direct questions and incorporates conversational language to cater to voice search queries.

AI and Content Personalization

Utilizing AI tools to personalize content in real-time based on user behavior and preferences, enhancing user engagement and SEO.

Link Building

Influencer Collaboration

Partnering with influencers to generate content that includes natural, high-quality backlinks.

Content Syndication

Sharing content on high-authority platforms to gain backlinks and increase content reach.

Trends in Link Building

Focus on Link Quality Over Quantity

Prioritizing the acquisition of fewer high-quality links from authoritative sources rather than a larger number of low-quality links.

Building Brand Mentions

Encouraging unlinked mentions of the brand, which can be recognized by search engines as signals of authority and relevance.

Local SEO

Hyperlocal Targeting

Focusing on very specific locales to capture highly targeted local traffic.

Local Engagement

Increasing involvement in local community events and activities, which can boost local brand visibility and backlinks.

Local SEO Example

A boutique in San Francisco significantly increased foot traffic by optimizing for hyperlocal keywords related to its neighborhood, coupled with active participation in local street fairs and markets.

Skills and Tools Every SEO Expert Needs

In the dynamic field of Search Engine Optimization (SEO), a professional SEO expert needs a robust set of tools and skills to effectively analyze, optimize, and track the performance of websites. Here’s an in-depth look at the essential tools and soft skills required for success in SEO.

Google Analytics

Features and Benefits

Tracks website traffic and user behavior. Provides insights into where visitors come from, how long they stay, and what actions they take on the site. Helps an SEO expert measure the effectiveness of their SEO efforts and optimize their strategies based on real data.

Google Search Console

Features and Benefits

Monitors website’s performance in Google SERPs. Identifies issues with indexing and provides alerts about penalties and errors like 404s. Allows submission of sitemaps and URLs for crawling, offering a direct line of communication with Google about the site’s status.


Features and Benefits

Comprehensive toolset for:

  • Backlink analysis
  • Keyword research
  • Competitor analysis

Tracks keyword rankings and updates an SEO executive on ranking progress. Explores competitors’ backlinks, helping to uncover new link-building opportunities.


Features and Benefits

An all-in-one platform that provides data and analytics on:

Includes features like

  • Site audit
  • Keyword magic tool
  • Brand monitoring

Offers detailed analytics on competitors, including the keywords they rank for and the sources of their traffic.

Moz Pro

Features and Benefits

Offers tools for:

  • Site audits
  • Rank tracking
  • On-page optimization

Moz’s Page Authority and Domain Authority metrics are widely used in the SEO industry to gauge the potential ranking strength of a webpage or a website. Provides SEO insights and recommendations tailored to the specific needs of a website.

Yoast SEO

Features and Benefits

A popular WordPress plugin that helps you make real-time content optimizations. Provides tools for:

  • Editing meta tags
  • Generating sitemaps
  • Ensuring content meets SEO best practices

Enhances content readability, ensuring it’s optimized for both search engines and human readers.

Screaming Frog SEO Spider

Features and Benefits

Desktop program that crawls website URLs to analyze and audit technical and on-page SEO. Provides insights on:

  • Broken links
  • Redirects
  • Page titles
  • Meta descriptions

Useful for large websites to ensure that the technical foundation is solid and optimized for search engine crawling.

Necessary Soft Skills

The technical tools are just one side of the SEO coin. Here are the essential soft skills that significantly impact SEO outcomes.

Analytical Thinking

Enables an SEO expert to dissect large amounts of data and extract actionable insights. Whether adjusting a content strategy based on user behavior patterns or tweaking technical SEO based on crawl data, strong analytical skills ensure data-driven decision-making.


Search engine algorithms are constantly changing, and strategies that work today may not work tomorrow. SEO professionals must be flexible and quick to adapt their strategies to new trends and algorithm updates.


SEO often involves diagnosing drops in traffic, resolving penalties, and fixing crawl errors. Effective problem-solving skills are crucial for quickly identifying issues and implementing solutions to mitigate impacts on search rankings.


Clear communication is essential, whether explaining complex SEO concepts to clients or writing content that engages and converts. An SEO expert must be able to articulate strategies and changes in a way that is understandable and convincing to stakeholders.

Persistence and Patience

SEO results do not happen overnight. It takes continuous effort and patience to see a campaign through to its full potential. Persistence in trying new strategies, refining techniques, and optimizing campaigns is vital for long-term success.


Creative thinking helps in developing unique content and problem-solving. Whether it’s crafting an SEO-friendly article that stands out or devising an innovative link-building campaign, creativity is a key driver of SEO success.

Measuring SEO Success: Key Metrics and Tools

Effective Search Engine Optimization (SEO) requires not just implementing the right strategies but also rigorously measuring their success. This ensures that SEO efforts are justified by visible improvements in website design performance. Below, we explore the crucial metrics for tracking SEO success and how tools like Google Analytics can be utilized to monitor these metrics effectively.

Key Metrics to Track

SERP Positions

Why Track: The Search Engine Results Page (SERP) position is critical because it directly influences organic traffic. Higher rankings typically result in more visibility and click-through rates (CTR). Monitoring SERP positions for targeted keywords helps assess the effectiveness of an SEO strategy and its ability to compete in search rankings.

Organic Traffic

Why Track: Organic traffic is the number of visitors coming to your site from search engines without paid promotion. It is a primary indicator of SEO website success as it reflects the real-world efficacy of keyword targeting and on-page optimization efforts.

Click-Through Rate (CTR)

Why Track: CTR measures the percentage of users who click on your site’s listing in the search results against the total number of people who viewed the listing. This metric helps evaluate how enticing your page titles and meta descriptions are to potential visitors.

Bounce Rate

Why Track: Bounce rate indicates the percentage of visitors who leave the site after viewing only one page. A high bounce rate might suggest that the site content is not relevant or engaging enough for the audience, or that the user experience (UX) or user interface (UI) is lacking.

Page Load Time

Why Track: Page load time affects both user experience and search engine rankings. Faster sites create happy users and tend to perform better in search rankings. It’s crucial to monitor how long your pages take to load to identify potential areas for technical SEO improvements.

Conversion Rate

Why Track: Ultimately, the goal of driving traffic through SEO is to increase conversions, whether that’s making a sale, signing up for a newsletter, or completing a contact form. Tracking conversion rates from organic traffic helps determine the ROI of SEO efforts.

Keyword Growth

Why Track: The number of keywords your site ranks for can indicate the breadth of your site’s relevance in your industry. Growth in keyword rankings suggests that your content is becoming more authoritative and visible across a range of topics.

Tools for Monitoring SEO Effectiveness

Google Analytics

Google Analytics is a powerful tool for tracking and analyzing website traffic and can be invaluable for monitoring SEO expert performance.

Integrating with Google Search Console

Linking Google Analytics with Google Search Console (GSC) provides access to organic search data alongside other analytics. This SEO expert combination allows you to see which keywords bring in traffic and how these users behave once they’re on your site.

Monitoring Organic Traffic

Navigate to the “Acquisition” section, then go to “All Traffic” and select “Channels.” Here, you can view the traffic coming from organic search. Use the “Secondary dimension” feature to break down this traffic by landing page or by the keyword (if available), which helps identify which pages are performing well.

Analyzing Page Load Time

Under the “Behavior” section, go to “Site Speed” to view reports on page load times. This helps in identifying pages that need technical optimizations.

Tracking Conversions

Set up SEO expert goals in Google Analytics to track conversions specific to organic traffic. 

This could be completing a:

  • Purchase
  • Signing up for a newsletter
  • Filling out a contact form

By analyzing the “Conversions” section, you can understand how effectively your organic traffic leads to desired user actions.

Bounce Rate and CTR Analysis

Use the “Behavior” and “Site Content” sections to assess the bounce rate. High bounce rates on certain pages might indicate content mismatches or poor user experience.

CTR can be analyzed via integration with Google Search Console, giving insights into how effectively your SERP listings are attracting clicks.

How to Find the Best SEO Expert

Finding the best SEO expert for your needs involves considering several factors, including experience, expertise, and a proven track record of success. 

Define Your SEO Goals

Before you start looking for an SEO expert, clearly define what you want to achieve. Are you looking to improve your rankings for:

  • Certain keywords
  • Increase organic traffic
  • Enhance local SEO
  • Improve conversion rates

Knowing your goals will help you find an SEO expert who specializes in those specific areas.

Look for Experience and Expertise

Experience in Your Industry

SEO strategies can vary widely between industries. An expert who has worked with businesses similar to yours will likely understand the nuances of your market.

Technical and Strategic SEO Knowledge

Ensure they have a balanced skill set that has a thorough understanding of all SEO levels:

  • On-page
  • Off-page
  • Technical

Check References and Reviews

Ask for case studies and references from previous clients. This will give you insight into their effectiveness and professionalism. Check SEO expert online reviews on platforms like:

  • Google
  • LinkedIn
  • Industry-specific sites

Pay attention to both positive and negative reviews to gauge how the expert handles challenges.

Review Their Portfolio and Case Studies

A reputable SEO expert should have a portfolio or list of case studies with performance metrics that demonstrate their success in previous projects. Look for detailed examples of how they’ve helped other businesses improve their SEO and the strategies they used.

Ask About Their SEO Tools and Techniques

Inquire about the tools and software they use:

  • Ahrefs
  • SEMrush
  • Moz
  • Google Analytics

This can provide insight into how they conduct their research and analyze data. Ensure their techniques are up-to-date with the latest SEO expert trends and Google’s algorithm updates. Avoid experts who use outdated or “black hat” SEO expert tactics that can penalize your site.

Schedule a Consultation

An SEO expert offers a free initial consultation. Use this as an opportunity to understand their approach and see if their communication style matches your preferences. Ask specific questions related to your goals to see how they would tackle your SEO challenges.

Understand Their Pricing Structure

SEO expert pricing can vary widely depending on the scope of the project and the expert’s prestige. Get a clear understanding of what you are expected to pay and compare it against other experts in the market. 

Discuss whether they work on a:

  • Monthly retainer
  • Project-based
  • Performance-based fees
  • What each model entails in terms of services delivered

Look for a Cultural Fit

The right SEO expert should not only have technical skills but also be someone you can work with over an extended period. They should align with your business website style. Ensure they are transparent about their strategies and methods and provide regular reports and updates.

Long-Term Collaboration Potential

SEO is not a one-time setup but an ongoing process. Consider whether the expert or agency is suitable for long-term collaboration to continuously improve your SEO and adapt to new trends and changes in algorithms.

Verify Their Ability to Measure and Report Results

An effective SEO expert should be able to track and report on the metrics that matter most to your business. Discuss how they measure results and the frequency and detail of the reporting you can expect.


An SEO expert plays a vital role in enhancing the visibility and overall effectiveness of a website in the competitive digital landscape. By keeping up with the latest trends and algorithm updates, an SEO expert helps businesses adapt their strategies to meet the ever-changing demands of search engines and users alike.

Finding and collaborating with the right SEO expert involves understanding your goals, assessing the expertise of potential candidates, and ensuring a good fit between their strategy and your business needs. 

If you’re ready to elevate your website’s performance and drive sustainable growth, consider partnering with a leading SEO agency like RevvLab. At RevvLab, we specialize in crafting customized SEO expert strategies that cater specifically to your business needs and market dynamics. Contact us today to discover how we can help you achieve measurable success and turn your digital presence into your biggest asset!


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