Description: Being an SEO analyst is a role that comes with a lot of responsibilities. We discuss the role of an SEO analyst in a digital marketing campaign.
Who is an SEO Analyst?
The rise of digital marketing has ensured many different types of roles a digital marketer can take up. The days when a single digital marketer handled the entire digital marketing portfolio of a company are long gone.
Companies these days like to fill their digital marketing team with specialists in every field, from SEO and AdWords to social media and content.
One such role fairly popular in the digital marketing field is that of an SEO analyst.
As the name suggests, an SEO analyst is typically supposed to analyse data to optimize the SEO efforts of a digital marketing team. While most SEO analysts do not participate in key SEO practises like keyword research, content creation, and link-building, they do advise and suggest ways in which all these practises should be performed.
Given the fact that SEO offers companies a way to increase the visibility of their brand organically, it is no surprise why a large amount of attention to it. This is where the importance of all SEO professionals increases, including SEO analysts.
Based on their study of data, SEO analysts are supposed to suggest ways to further increase search engine visibility organically. These suggestions can be related to the keywords chosen to write content, the style of the content itself, and even the backlinks being added to the company website’s portfolio.
In no uncertain terms, an SEO analyst is someone who has to perform an autopsy of all factors affecting the organic visibility of a brand.
In this article, we discuss the specific skills needed to become an SEO analyst. We also discuss the key functions an SEO analyst performs in detail.
Do check: What is SEO?
Skills Needed to Become an SEO Analyst
To perform any role in the digital marketing setup, a professional needs to have a certain number of skills. Just as a batsman needs to have the right technique and coordination to bat, an SEO analyst must have the right skillset in order to perform his/her role to perfection.
Some skills an SEO analyst must have been discussed below –
Knowledge of Inner-workings of Google Search Algorithm
The Google Search Algorithm is amongst the most sophisticated pieces of technology of the twenty-first century. There has rarely been a time in recent memory when a user has complained about Google Search.
This is because Google takes great care to constantly improve its algorithm to better serve users.
SEO analysts, as professionals have to be updated about any new changes to the search algorithm. At any given point in time, a small update in the search algorithm can cause massive fluctuations in traffic that can cost a company a lot of money.
Thus, an SEO analyst must be ready to act whenever a new update drops and figure out a way to keep traffic growing despite any change occurring.
Do check: Top 55 SEO Interview Questions With Answers.
Capability of Handling SEO Tools
A large part of an SEO analyst’s time goes into pouring over data on analytic tools such as Google Analytics, Keyword Planner, and Search Console.
Not only these, but many other tools are part of an SEO analyst’s armoury. Using these tools on a basic level is easy, but making full use of the data provided through these tools can be challenging. While there are many SEO analysts who know how to use tools like Analytics and Search Console, not many know how to derive critical information from such data.
Do check: Best SEO Tools & Free SEO Tools From Google
Data Analysis
Data analysis, just by definition, should be a compulsory skill for an SEO analyst.
In data analysis, an SEO analyst is expected to make accurate deductions based on data accumulated. For example, if the traffic of a given website is falling, an SEO analyst must be able to discern the reason behind the fall by studying traffic data. Based on the conclusions drawn, the analyst must then recommend changes in the area which is causing the traffic to drop.
A lot of data analysis is down to understanding how certain SEO factors are affecting the performance of a website. If a certain area is doing well, an SEO analyst must correctly identify the reason behind the good performance. This information can be used to replicate results in other parts of an SEO campaign.
Do check: List of top ten SEO books
SEO Analyst – Roles and Responsibilities
An SEO analyst is supposed to handle a whole range of responsibilities. Just as any other professional part of a digital marketing campaign, an SEO analyst must perform his/her role for the smooth functioning of the overall process.
Some key roles & responsibilities of a typical SEO analyst are –
- Running the keyword research operation to find phrases that can be used to create content. In most cases, SEO analysts play the role of keyword researchers as well. Using tools such as Keyword Planner, an SEO analyst must be able to find keywords that can bring in a significant volume of traffic.
- Suggesting ways to create content that are more likely to drive engagement with the target audience. In many cases, content writers are often disconnected from the rest of the team. SEO analysts have to ensure that content writers know the goal of a campaign and how those goals can be met with their contribution through engaging content.
- Monitor analytics dashboards to see performance of the website on all fronts.
- Identify websites and blogs ripe for link building. Also suggesting which existing backlinks are not relevant and recommending their removal.
- Work with paid search marketing team to run more efficient search ad campaigns
- Study SEO structure of competition websites and find areas for improvement.
- Handling web index setups such as sitemaps, web admin tools, and so on.
- Setting key SEO goals by selecting areas which require greater attention
- Communicate with everyone in the SEO team to make sure all suggestions made are being implemented
In Conclusion
In conclusion, this article covers the skills needed to become an SEO analyst. There is also an overview of the roles and responsibilities of an SEO analyst working in the field.
About the Author – Gaurav Heera is a well-regarded digital marketer in the industry. He currently heads operations at DelhiCourses, an institute he founded in 2008. The institute is best known for its digital marketing course in Delhi.
