Hiring an SEO analyst can be both beneficial and disastrous. When you hire an excellent analyst, you’ll see your ranking on search engines rise, and
There are precautions you need to set up in order to prevent the scenario stated above from happening. These precautions include having strict criteria or qualifications before you hire an analyst.
And to help you in your hunt for an analyst, below is a list of the qualifications you should check out when hiring an analyst. But before that, it wouldn’t hurt to do a simple background overview of what a search engine optimization analyst is. And how the industry became a booming market for them.
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an Search Engine Optimization Analyst
A search engine optimization analyst’s job is making sure that your site is visible on search engines. The competition to get to the top of Google’s research page is tough, and it’s getting harder. If you have minimal knowledge about optimizing your website for search engines, then getting it to rank won’t be easy.
Your lack of technical knowledge in SEO is the main reason why you need to hire an analyst who will do the job of ranking your website for you. An analyst will work on your site to make it ready and equipped for search engines.
Aspiringminds.com defines it as the person whose job is to maintain the health of a company website. And komarketing.com defines it as being a job that is responsible for implementing SEO changes to a client’s site as well as social media strategies.
It’s the analyst’s job to make sure that your website goals are met. Whether it’s a campaign or rehauling a site to fit a customer persona that you’ve just developed. Analysts also coordinate with website writers to plan and publish content that’s aligned with your site’s goals and image.
How much does a Search Engine Optimization analyst usually make per year?
According to indeed.com and sites like glassdoor.com, an analyst working on SEO usually makes around 40 to 50 thousand every year. This range can go up depending on an analyst portfolio which includes:
- how many projects he or she has held
- the success rate of these projects
- how long has he or she been an analyst
- references and good word put out by his or her previous clients
- the pace he or she works
The longer the tenure, the more successful SEO projects to show for and good reputation will help an analyst get a fee of at the highest 70 thousand per year. So if you’re planning to hire a well-known analyst for your company, you better be ready to fork up big bucks to pay for his or her services.
A Brief Overview of SEO History
Back in the old days, you didn’t need an analyst in order to rank for search engine sites like Yahoo. All you needed was to stuff as many keywords as you can in your content, to establish a sense of topic relevance.
But, all that changed when Google introduced its new ranking system. There was now suddenly a need to have SEO analyst jobs to keep up with the new search engine demands. And every company wanted to form the SEO dream team in order to get on the top results of most search engines, particularly Google.
Having the SEO edge gave companies a chance to acquire more traffic for their websites. More traffic means more opportunities to convert people into loyal, buying customers. And with the surge of the internet and social media, the need for having a reliable search engine optimization analyst grew.
And now, we have the SEO scene you are familiar with today.
SEO Analyst Qualifications
In today’s competitive market you need to look for an SEO analyst with qualifications that meet the standards. Having a knowledgeable and reliable analyst will help your projects fly instead of flop. You can boil down these qualifications into three categories.
- the number of years in the SEO field
- mastery of the key SEO analysts skills
- projects accomplished and the results
These categories will be talked about in detail, one by one to help you be critical in selecting candidates and hiring a search engine optimization analyst.
Number of Years in the Field
When looking for an SEO job applicant, it’s crucial to put into consideration how long he or she has been in the field. Experience is vital for any employee because the more years he or she has on the job, the more learning he or she will get. Remember the saying experience is the best teacher?
When an analyst has gone through both the ups and downs of any SEO campaign, he or she will be more equipped to deal with issues that may come. These issues can be, server errors, crappy articles, wrong choice of keywords of his or her predecessors. All this help mold a person to be better at what he or she does.
An analyst who has been in the SEO field for let’s say ten years will know way more about handling campaigns than one who only has two years experience. In the same way, a person who has been on the job for only two months can’t possibly be wiser, experience-wise, than one who has worked a whole full year in SEO.
Mastery of Key SEO Skills
An analyst’s skills determine the whole future of an SEO campaign as well as your website’s ranking. Hire an analyst with minimal to zero SEO skills, and you’ll find yourself in troubled waters.
Your analyst must be able to do exactly what you need and deliver and solve all your SEO necessities. Below is a list of skills that your search engine analyst must be able to do. And remember that there’s no place in your company for an applicant who asks what is SEO and has no idea how it works. He or she must understand just what SEO stand for in marketing and business in general.
Site mapping is crucial to making sure Google, or any search engine bots that crawls your website will move through it correctly. Without correct site mapping, it would take a long time for bots to navigate through it.
A sitemap, in short, is a simple guide or directory that holds information about your website’s structure, namely your web pages. When a person enters a search query on the search bar, search bots would then scour the internet, and go through many websites in order to find an answer to the question. A disorganized site without a clear path will give the search bots a hard time.
Think of your website as a house, a messy house with storage boxes and stuff everywhere will hinder the flow of traffic in and out of it. When the house is clean and organized, it will be easier to enter and exit the place. A site without a sitemap is like the messy house.
Your analyst is like the cleaning lady, whose first task is to clean and put your house in order. If your analyst doesn’t know how to clean up your website and build a sitemap, then he or she is ineffective.
Aside from making sure that search bots can navigate through your website effortlessly. Your analyst is also in charge of moderating how your users engage with your site. Keeping your visitors engaged is essential to converting them into buyers.
Checking out and pruning the comments section. As well as maintaining a smooth flow of communication with your users through emails and personal queries, is vital in nurturing a memorable user experience.
The user activity in your website’s comments section and questions aren’t the only thing that should be monitored. User traffic, clicks and conversions must also be track, especially when you’re running a campaign. This campaign can range from SEO to Ads and even outreach campaigns.
Lack of mastery in this skill is a red flag for you, since monitoring, evaluating and reporting on user engagement is the foundation of any SEO result.
Utilizing Social Media
With the rise of social media, it’s necessary for your analyst to know how to use social media to your advantage. This includes tapping into the different social media platforms in order to launch ads and bring more awareness about your business and website.
Social has a massive pool of customers that you can derive traffic from. Facebook alone has 2.23 billion monthly active users, and Twitter has 68 million. Imagine pulling even just 1% of that number into your website. Not only will your site get more traffic but, you’ll have a significant amount of people you can nurture into leads and possibly customers.
Backlinks help your site in two ways. One, in helping drive traffic to your website. And two, in helping your site rank on the SERPs. In connection to this your analyst must know how to:
- create and build backlinks
- know the difference between links
- discern which sites are worth linking to
Backlinks need to be built by the analyst himself/herself. If he or she has no idea how to do it properly, you’ll end up not getting the rank boost you need for your chosen keywords.
And not all links are the same. There are no follow and follow links which have different effects to your website. A
And lastly, if your analyst can’t discern a link and an anomalous link, then your website will suffer a drop in DA, and worst even get penalized. He or she must segregate good backlinks that are relevant to your content and have the same niche as you, and bad or anomalous links. These bad links come from gambling sites, porn sites and sites that don’t belong to your niche.
An excellent example of correct backlinking is when two sites that talk about crochet have backlinks to each other. For instance, Red Heart yarn creates a blog about scarves and Lion Brand Yarn links to it. These two belong to the same niche. But if a site like for example Toyota links to Red Heart’s article, then it wouldn’t be a good link. Cars and crochet scarves are very different from each other.
So all in all, having backlinking knowledge is not something you can brush off as an added skill that your analyst needs, it’s a major skill.
Another major skill that your analyst needs to have is creating SEO campaigns. It would be impossible to create campaigns if your analyst doesn’t know how to build one. And basic knowledge is not enough to run a successful campaign.
He or she must be a pro in creating, managing, documenting, and evaluating each campaign. And he or she won’t be able to do any of this if he has no idea what an SEO campaign is, to begin with.
In instances where you decide to opt for using paid tools and guest posting for your SEO, your analyst needs to have good budget management skills. He or she needs to be good with managing the funds you give in order to fully use it for your website’s benefit.
Lack of budgeting skills will result in you spending more on a campaign that should have run on a low budget. Think of it this way, you give a person five bucks to buy something, and he or she ends up using the five dollars for something else.
Checking Server Performance
Low server load time and a slow response rate can cause your visitors to leave your site in a matter of seconds. So, your analyst must check your server’s performance in order to stop visitors from clicking out of your site.
Imagine twenty people clicking your website, and they find that it loads very slow. The natural response would be to close the tab and find another site. It’s wasted traffic. You didn’t get the chance to nurture and much less impress the visitor because they click out of your site before they even saw it.
It’s your analyst’s job to check if the server is responding like a turtle, that way you don’t have wasted leads.
Data Analysis isn’t the only thing that an analyst must do, aside from monitoring traffic, building backlinks and campaigns, your analyst must also manage and plan the content of your site.
One of the first skills they need to have in planning content is doing keyword research. Find the right keywords for your site to help it rank on the SERPS. The keywords that your website will use must:
- be relevant to your site
- within your niche
- attainable and possible to rank for
A thorough analyst will search for keywords that fit your business, is easy to rank for, and has a sizeable amount of search volume.
Another great way to research for keywords is through the current trends and even taking a peek at what keywords your competitors are using. Of course, he/she can only do this if he/she knows which tools to use.
After the keywords have been chosen the next step that your analyst must do is create a content plan. Where, when and how does he or she intend to use the keywords. Will it be in a blog? Infographic? Will you create a video to recycle any blogs you have.
Content planning takes skill and attention to detail. Your content must be significant, of good quality and useful for the people searching for them.
Lastly, your analyst must have extensive background knowledge on what tools to use and how to get them. These tools can be seen in any SEO proposals that they send you. Without tools monitoring and optimizing your site for search engines, you won’t be able to get accurate results.
A good example of such tools is Google Analytics and Google Search Console. If your analyst doesn’t know how to use these tools, then you won’t be able to get accurate results. Besides the results checking the health of backlinks and updating site content is also required when assessing a website’s result. If your analyst is keen enough to evaluate and monitor the results well, then you’ll see your campaign yield success and your rank on the SERPs rise.
Hiring a search engine optimization analyst is an investment. It should be a burden, and hiring someone who lacks the skills will give your headaches instead of results. When it comes to your website, there’s no room for experiments. One wrong move can cause your leads and customers to leave your site and go to your competitor. Hire an analyst who will transform your site from being invisible to snagging one of the top three spots in the SERPS.