How to become an in-house SEO specialist?

Popular SEO specialist and marketer Kevin Indig shared his own experience in his blog and described the pros and cons of working as an SEO specialist in an agency and in-house team. We have translated and adapted this material for the blog of the program for clustering the semantic core KeyClusterer .

***

Over the course of my more than 10-year career, I was lucky enough to observe many SEO-optimizers applying different skills and strategies in SEO (and I was not mistaken here, since in-house SEO is a skill in my opinion), and understand the differences between successful in-house SEO - specialists from their less successful colleagues. Therefore, those SEOs who develop this skill have a significant increase in competencies, and those who do not - stumble in place or are left behind. In this article, I will share my knowledge and experience so that you can be in the first category.

In SEO, your knowledge alone is not that important. And what matters is what result the client will receive in the end. The problem with delivering the end result is that many in-house SEO professionals do not have sufficient resources, commitment and management support to achieve the desired results.

, .

, SEO- in-house , . 3 SEO, . , .

, - .

:

• – .
• – .

SEO –

• . . , , KPI , . , – SEO , , , , , SEO.
• . , . . "" , . , – . , , -, , , .

• . ( , ..). 10 , (, ), . . , , , , , , ( 90% , "" ).
• . , . (, , ) , , , .

, ( ) – . , : . . , , .

, . . , , . , , .. – . , .

, , – , . , . , – .

, , , – , , , , , . , . , , . – .

, – SEO-. , 3 , .

3 SEO

SEO – , , . , , Google. , , .

1:

, . – SEO.

, , , SEO , « », SEO- .

. , , .

• 1: , SEO , .
• 2: / / .
• 3: SEO.

1: , - . , , .

, , , . , , ? , , , SEO .

- , – . SEO- – . .

, , . , , , , , , , - . , , SEO MQL ( ). , , , SEO- . , .

, , . , , .

– , SEO- . , . , , , :

• SEO ?
• , ?
• , ?

, . , . , , .

SEO , . SEO, . , - , , . «», , . : – , .

2: , – 30 . – . . , , , . , , . , : «, . , !?».

3: , ( ), , , . , -. , , , .

(, ). , , , . «», , . .

.

" . , 40 4000 . , , . … , . , , , , , ( ) . . , , « ». , ( ) , . , - , .

- -, , : « ? , !»… , , , . , , . , , , , , , . , ."

– - (Matt Howells-Barby), HubSpot Traffic Think Tank

4: , , . , . , , .

5: . – , ( ). () – . , SEO. , .

– , .

, SEO , , , SEO. , , , - «», hreflang, .

SEO . , SEO- , , , SEO, , , . , , , , .

SEO-, , . - , , , . . – , Uber.

– (Jackie Chu), Uber

2: SEO ,

SEO . , , , . , , , .

• 1: SEO - SEO .
• 2: « ».
• 3: , .

1: «SEO» « SEO» – , . «SEO-» – , . SEO . SEO - SEO SEO -, . , , -.

, , (, ), , SEO-. , , - .

investing.com, , .

" SEO – . . SEO-, , .

, , , . , SEO . , -, . SEO . Google, . ."

– (Igal Stolpner), - SEO- investing.com

, , , - . , .

2: SEO , , .

Atlassian, , , , . , , SEO. , , , . , . Confluence ( «»), .

, . . , . - , . . , .

, , , , , , , .

3: – . , , . .

3: SEO- SEO-

() SEO , , , . .

• 1: . . SEO, , .
• 2: , . , .
• 3: . , SEO- , . , SEO- , .

1: SEO – . , . , , .

, , . - Google Analytics Hubspot, , . , . , , .

2: ( ). . « «x» , «y» SEO». , SEO. , , , : .

3: . , , . , . , .

4: , . – , . , .

SEO

SEO- SEO-

SEO – SEO, , Canva. , , : . ?

SEO

– . , , .

SEO . - : , , , , , , . «», «», , .

SEO

SEO – , . , , . : – .

, . , , .

SEO-:

1. .
2. .
3. .
4. .
5. .

. MQL . , , , , .

, , . , , . , , , , , .

, . , , .

– , , , . – , : , , ..

. , « 404». , , .

, . , , , . , 10% . , .

, , SEO . , .

( , , , ..), , , .

, , . , , , !

, . , .

.

. – SEO. , , , . Google.

, 3 :

1. / .
2. .
3. .

/

, , SEO-, . , , , , , , SEO .

, . , .

, , . , , .

( 6 ) , . , , / , , SEO .

, , – , . , , 2 .

SEO –

SEO – , , . , , , , SEO-, – . .

, .