What is SEO work
What do you actually do as SEO?
Why is this job indispensable?
SEO is an abbreviation and stands for "Search Engine Optimization", which means search engine optimization in German. The aim is that websites or individual content on Google & Co. are displayed at the top of the search results.
SEO is an important marketing strategy. This is because the Internet is currently the best medium for presenting and communicating as a company to the outside world. A decisive point for a successful website is the number of visitors and that depends to a large extent on how easy it can be found on the web. As the world's leading search engine, Google creates a ranking of the websites for every search query. The best results are shown in the front seats. SEOs optimize a website so that this process makes it appear at the top of the ranking.
The procedure of SEO optimization
The principle is clear. SEOs want websites to be found by potential readers. How do you do that? - With an efficient content. The text is processed with the appropriate SEO methods. This includes, for example, the use of:
- Keywords: Search terms that describe a term entered in a search engine.
- Title Tags: Part of the HTML code that appears in the title bar of every browser.
- Meta Description: Short descriptive text that is displayed to the user in the results list under each link when a search query is made.
Concrete tasks of an SEO manager
- Potential analysis: Keyword research and optimization of the structure of the website
Keyword research in SEO describes the search for a suitable keyword for the website that is later to be found in the search engine ranking. You can proceed as follows: Brainstorm, enter the keyword in tools (e.g. Google Keyword Planner), sort the list according to search volume and use the most important keywords that match the text. But beware! - Avoid keyword stuffing.
- Site Clinic: Recording of the technical status quo & technical adaptation to Google standards / guidelines
As part of a site clinic, websites are analyzed with regard to their technical aspects and structure and then adapted to Google guidelines. This also includes the analysis of the status quo. Here, the position of the website is determined compared to competitors.
- Competitive analysis & monitoring: backlink analysis, keyword monitoring
The competition never sleeps. In order to keep track of the competitive situation, it is advisable to regularly monitor the key figures of search engine marketing. This includes, for example, the backlink analysis, the monitoring of keywords or the development of the visibility index.
- Continuous optimization: crawling control, internal linking to control the page power, improvement of the CTR from organic search results
Crawlers are computer programs that crawl content on the web. They can be controlled via the robots.txt, nofollow / noindex, canonical tags and via the Google Search Console. The page power can be controlled through internal links by referring to other sub-pages. The click-through rate (CTR) indicates the percentage of users who actually clicked on a page. The CTR should also be continuously optimized.
The prerequisites: How to become an SEO
There is currently no specific training branch for SEO. For this purpose, individual courses are offered for training and further education in the SEO area. Most employers require a university degree in economics or computer science with a focus on marketing or a comparable education.
To be successful in SEO, you need a certain affinity for technology and some specialist knowledge in online marketing. It is also an advantage to have a certain organizational talent, analytical thinking and good communication skills.
SEO trainee program at Clicks
At Clicks, we offer an online marketing trainee position with a focus on SEO. The one-year program trains the trainee to become a specialist in search engine optimization. Clicks teaches employees all the important SEO measures and trains them to develop professional SEO strategies - and all of this with guaranteed full-time employment.
This is how it is for SEO managers with clicks
Why did you choose SEO?
Maik Hilsberg (SEO Manager): “I decided on SEO because I am enthusiastic about business as well as everything to do with the Internet. - There was the online marketing and because I'm not a particularly creative type, everything that has to do with graphics and text was dropped. SEO is more technical and analytical. That suits me better and I enjoy it more. "
Hermann Giedt (SEO Manager): “I came into contact with online marketing for the first time during my studies. After gathering information myself and doing two internships, it was clear to me that I would later work in the SEO industry. Everyone in the world uses search engines and from my point of view the future will not be less, but even more. With SEO as the cornerstone in onlineMarketing, you can achieve the best long-term success. "
What does a normal working day look like with clicks in the SEO department?
Maik Hilsberg (SEO Manager): “The first thing we do is check the newsletters and emails over a cup of coffee. Then it goes back to the agenda. What is needed results from the respective customer projects. Every customer has a certain time budget per month, which is included in our monthly planning. We also have to compare the tasks with the other departments. We decide the weekly and daily planning more or less ourselves. All of this requires a lot of coordination and sometimes there are also unexpected things - which, however, is typical of an agency business. "
Hermann Giedt (SEO Manager): “First of all, I use various tools to check what has happened in my projects over the past 24 hours has changed. You should react quickly to problems. Next, I'll use the news to see what's new in the SEO world. Then I devote myself to my monthly tasks. These are very different and change from day to day - structural or off-page Optimization, lettering of category texts and much more. As you can see, SEO is a very varied profession. "
What are your favorite tasks and what do you hate to do?
Maik Hilsberg (SEO Manager): “I prefer to do tasks that take a little more time, because that way I can really empathize with them. Examples would be technical analysis or keyword research. I like to be able to show results. What I don't really enjoy is building links. That takes a lot of time and you have to ask people what can be a bit annoying. However, links still have a huge impact on search engine ranking. - What should be has to be."
Hermann Giedt (SEO Manager): “At the moment I like the technical part the most, like any changes in the backend. I also like to do keyword research. But actually I like doing pretty much everything so far. I haven't been in the job very long. Therefore a lot is still new to me and I find that very exciting. In the beginning there were of course less exciting things, but that was because you first have to familiarize yourself with the tasks. "
What advice would you give prospective job applicants for a career as SEO?
Maik Hilsberg (SEO Manager): “I think if you want to be serious about SEO, you have to be really interested in the topic and not just see it as a job. In addition, you should also be on the Internet privately from time to time. For newcomers, I recommend training yourself and using free guides and certifications. Such prior knowledge makes it easier to get started and is well received at the job interview. "
Hermann Giedt (SEO Manager): “SEO manager is a very versatile and varied profession. As an SEO you always have to stay on the ball and be ready to find out about the latest trends independently. If you are curious and have an affinity for the Internet and technology, this is the right job for you. "
Conclusion: SEO is indispensable in online marketing
Not even 2% of users are still searching on the second or even third search results page on Google and Co. It is therefore crucial to do a good SEO job, because without SEO success in online marketing would be almost impossible. The job brings many challenges, but also many advantages due to the exciting and diverse range of tasks.
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