Digital Marketing, Search Engine Optimization, SEO

4 Essential Tasks Every SEO Pro Should Practice

For a layman, Google search and reaching the desired website is nothing more than a place to collect specific information about a particular company, its products or services, online shopping options, and contact information.

The maximum amount of time spent by a visitor on a website, other than blog sites is less than 5-8 minutes. On the other hand, time spent on e-commerce sites may go over 15-20 minutes, and if visitors have plans to complete a purchase, the time may extend from 15-20 to 25-30 minutes.

Well, for people outside digital marketing scene, the above pictures sound easy and manageable. It is quite understandable simply because they aren’t unaware of who keep the websites surface on the first page of search engines.

It is an SEO who is constantly on his toes to ensure website of his or her client appears on the first page. The term SEO can be puzzling for people who are not familiar with it. Even if they know about it, it would take a long time understanding it fully.

An SEO or Search Engine Optimization team works on different assignments such as setting-up Google analytics accounts and webmaster tools, running crawler on sites, pull keyword volume data, optimize title tags etc, but given below are 4 essential tasks which every SEO Pro should practice.

  • Check indexing status:
  • This basic task includes two steps. First – to jot down the number of pages a site on a sheet of paper. If it is a blog or an e-commerce site, note the category pages or archive pages. The second step is to search the site on Google using “site:domain.com”

    This shows how many pages have been indexed for the site being searched. For change in expected numbers, 1000 instead of 500 or vice-versa, the SEO expert should check for duplicate content.

  • Analyzing cannibalization:
  • Cannibalization is when there are several pages on your site that are competing with the same topic, and hence, do not allow the site to rank well for a particular topic because the content is being divided among the pages.
    Here the SEO services expert should check the following:

    • Are several pages talking about the same thing?
    • Are the pages having a hard time in ranking well for a topic?
    • Is there any parameter or faceted pages that are indexable?
    • Are there a lot of search result pages that are indexable?

    While this is not an easy task since it depends on the quality and accuracy of the data. The task is to take ranking URLs and compare them with those which rank for similar content to see where the content is competing with itself.

  • Testing new technologies:
  • The search landscape is changing and there are new technologies which are worth a test to improve the user experience.
    AMP (Accelerated Mobile Pages) is currently broadly adopted and asked about technology. It helps build pages that load instantly when a user accesses them from mobile devices since they are cached already. With Google’s mobile-first indexing initiative rolling out and speed becoming more and more important this is something that SEO expert should explore and test on the sites of their clients.

    PWA (Progressive Web Apps) is a new technology that has seen many companies starting to adopt. PWA isn’t meant for search purposes, but provide an app-like user experience without the need to download anything.
    Major brands like Apple, Microsoft, Instagram, and Pinterest have PWA-enabled content.

  • Sharing search data information with rest of business:
  • In most companies, search data is stored and is only used by search and digital teams. Most SEO experts and their data usually lives within online marketing and is depended upon.
    Ideally, search data should be shared with other parts of the business by utilizing intent and interest of users which influence decision making.
    When an SEO Pro has search data at the center of his or her dataset and based on user search demand, he or she empowers the company to decide on products, services, new business locations, etc.

For an SEO Pro, some analyses yield great insights, while some yield nothing. With a constant evolution in sight, SEO experts should explore new things and see if they work for their business and if they don’t, try something different.