SEO is not about links! Or what does the job of a website promotion specialist consist of?



Many webmasters and project managers agree that links are a key part of SEO. These links are so vital that a seo specialist’s work is often presented as finding ways to place links on a site, how to select donors and write anchors, or even worse, choosing the right automated link buying exchange. When SEOs meet, they often ask each other questions such as who dilutes anchor text, where they purchase high-quality links and what their purchasing strategy is.


Many clients who use seo services envision the following distribution of work time for project promotion specialists:


Opinion of customers on the work done by a SEO specialist


They are similar in proportion and represent their budget, which is the amount they spend on specialist work and buying links. It’s the perfect soil for automated system development and growth.


A good SEO specialist, with work experience, can perform a wide range of tasks that are mostly related to analytics. Let’s look at what SEO work entails.


Different types of SEO specialists work


The number axis represents the time taken to complete a specific type of work. These figures can vary depending on the project’s scale. Also, some types work are periodic. Here are the average values for the entire project cycle.


Let’s examine each one separately.


              1.Niche analysis 

It is important to understand the area before you start any activity, especially when it involves marketing or long-term investment (or laying out depending on your point of view). Which players are there? What are their achievements in this niche? How long have they been there? Who will you need to compete with, and who is better to be friends? This is what you need to do in order to create a successful website promotion strategy.


       2. Forecasting

The client must provide forecasts based on the analysis. How much traffic and orders can they expect to receive in this market (in both the short-term and long-term)? All risks must be described. The client will decide if it is a good idea to invest in promotion or, in general, in the running of an online business. (Maybe no one ever buys meteorites online, so it might be better to go work as a miner).


If the client does not want to work with the SEO-studio at this point, and the studio only takes money for traffic or positions on the site, the company will lose one man-day. Many companies won’t offer to analyze sites but will say “we can promote them, do you wish to or not?” This implies that the client has an analytical mind and has already analyzed everything correctly. Or vice versa.


        3.Working with the semantic core

After deciding on the best way to promote your website, you need to create and first prepare the semantic core. These are key phrases that people will use to find the site. The core may range in length from 10 to 10,000 words depending on the project. Even though there are tools to help you with this core, it will still require a lot of manual work (including brainstorming).


It is difficult to choose the most promising and effective phrases from a huge list. Although it may seem simple, this task takes a lot more time and effort from SEO specialists. Once you have received the final list, it is important to group it. Each group will have its own goals and characteristics. The future structure of your site will be determined by the results (if the client agrees).


        4.Site analysis

This requires a site audit and technical analysis. It is important to ensure that the site is fast and efficient. You also need to ensure that duplicates are not generated by the CMS, that unnecessary sections are removed from indexing, that the correct encoding has been used, and that search engines can easily find the content. administration.


        5.Analyse of statistics (reports).

A seo-optimizer will analyze a site that has been around for a while on the network to determine its statistics, current indicators, how often people find it, for which queries and with what search engines. If the site has been promoted previously by another company or other SEOs, then it is important to analyze the promotion reports. This will show the dynamics of the positions, the methods used, and their long-term acceptability.


It is important to note that there has not been any talk of linking.


         6.Promotion strategies for formation

It is essential to create a website promotion plan and coordinate with the client based on the preparatory work. You need to set goals and identify tasks. Then assign roles to each person (who is responsible for what). Each site will have a unique strategy, depending on what data was available and what goals were set.


      7.Learn new tools

SEO is constantly changing. The methods used to promote websites are changing. New tools and services are being developed. Sapa, for example, was not available in all cases and it took some time to learn its interface and the nuances of interaction. Blogun was created during the height of blogosphere popularity. This was due to the rise of social networks like ForumOK, Prospero and Twight. Similar developments are happening in the market for desktop applications. Every month, new tools arrive that require time to use.


The client, the employer, or the specialist themselves invest in the development and growth of specialists. Everyone decides, but it is important to remember that SEOs must invest time in the development of specialists. This item cannot be included in the report on work done. However, the client and the employer should be interested in the ongoing evolution of the specialists involved in their projects.


Sapa’s Wizard is a new tool that allows you to automate repetitive tasks.


       8.Optimization of site structure and selection pages for promotion

It is now time to make changes to the site. The client had not seen any results since the initial analytical reports were provided. Optimize the site structure. Make important sections indexable. Access them with as few clicks as possible. Use navigation filters, breadcrumbs, and CNC controls. This work may be completed once only, but it will determine the quality of all subsequent work on the site.


Yandex search results show a CNC example


It is important to determine which pages should be displayed for each group of requests based on the chosen site structure and the semantic core of requests. This can also be coordinated with the customer. This stage may not be applicable to smaller projects with 2-5 pages. However, online stores and other large resources can help you choose entry points and justify your choice. This is the job of a seo-specialist. It is not always possible for this process to be fully automated.


            9.Optimization and creation of content

You may need to create content for pages that are not part of the original structure. You may also need additional content to existing pages. If the optimizer is not responsible for the content creation, the task of the optimizer is to create a technical specification.


Register headers, meta tags and optimize text and images for each page. Make sure the content is visible to search robots by making sure it is indexed. All work must be performed in accordance to the existing semantic core. Optimizing the content will take longer if there are more pages on the site. This stage is difficult to automate, except with templates. It will also take a lot more man-hours.


            10.Look for websites that allow you to post links

It is difficult to promote many projects that have a competitive theme without linking, so the optimizer spends some time looking for links. The process may be repeated as sites can change or disappear, and there can be increased competition for niches.

Content Marketing Related Vector Illustration. Flat Modern Design for Web Page, Banner, Presentation etc.

11.Analyse of competitors

It takes time to research competitors sites. What platforms are they using, what links are they using, and how do you distribute your link mass throughout the site’s structure. This allows you to identify new links and new ideas, as well as create link budgets.


12.Placement of Links

It takes time and effort to compile links and find a place for them.


13.Monitoring donors

It is a good idea to monitor the links after they have been placed. Specialists are interested in the performance of donors as well as their quality. This is done using indirect signs.


14. Monitoring the site (its locations and technical characteristics).

The work doesn’t end after the links are placed. You must monitor your site to prevent it from hacking or crashing, pay hosting fees on time, and detect duplicates or errors in the panel for Webmasters.


The seo-specialist also monitors trends and takes the appropriate measures. Although it can be automated partially with special tools, all this takes time.


15. Implementation of adjustments

There are no guarantees with SEO. All of the previous work was based upon analysis, forecasts, and experience. Therefore, after the work is done, it is important to analyze the results again, and make adjustments. You can make changes to the site’s structure, content, or methods of promotion.


16. Find new entry points

Sooner or later, the site will reach its limit or the budget won’t allow it to compete with the top sites. SEO experts are searching for new entry points. They post additional content to the site and use new methods to attract links.


There will be more entry points on the site so that there are less chances of the site being left without traffic and, consequently, without sales at crucial moments.


17.New ideas

If the analysis was part of the search for entry points, then the introduction and implementation of ideas are internal site optimizations. This stage could include any of the work mentioned above.


18.Snippets are a great way to work

The SEO is responsible for working with snippets (text descriptions within search results). However, this is not explicitly stated in the contract. It is crucial that the site ranks at the top and has the highest click-through rate (attractiveness). This includes creating and managing micro-markups on the site.


A Google example of rich snippets using micro-markup


19.Web analytics

Engaging in web analytics is an important step in working with a website. This allows you to monitor visitor behavior and find bottlenecks. It also helps you to develop functionality for your site based on the data.



The client reporting takes time. Therefore, it is a separate task for an optimizer. Reports can be based on web analytics data, a technical audit of your site, changes to search engine positions, and transitions for different keywords or groups of phrases. The reports will help the client understand the scope of the work done by the specialist and the results obtained.


21.Register the site in authoritative directories

SEO now includes traffic not only from organic search results but also from other areas such as maps (Yandex.Maps or Google.Maps), image searches, news, and other sources (directories and catalogs).


22.Keep track of industry news, trends and other information

Search engines are not static and constantly update their ranking factors. Like studying tools, tracking news is the development of a specialist. However, SEOs need to be aware of current trends and updates to make informed decisions and implement new ideas. Indirectly, the cost of SEO services includes advanced training for specialists involved in the project.


23. Experimentation

You should consider whether the changes you make to the site will be beneficial. However, it is better to do an experiment first, using other resources. It takes time to conduct various experiments and tests, both inside and out of the site. This is the job of a seo expert.


24. Answers to customer queries

The last thing that a SEO specialist should spend time on is communication with clients – consultations and training, answering questions, simple discussions – all of these are part of their job.


This is what you will get if all the above information is combined into one table:


Summary table showing the time SEO spent on various types of work


The third column indicates the possibility of automating the process and the last the frequency of performing a particular type of work.


Some stages of the work can be done by someone other than the SEO-optimizer. This includes content compilation, an analyst (if necessary) and a customer service manager. This is why it’s more accurate to order website promotion through SEO companies. They can perform a variety of tasks and not just provide links.


We can now see the distribution of specialist employment, taking into consideration the above types of work, and it will give us a better picture than the first option.


SEO specialists are the real job


SEO isn’t just about links, as you can see. Only 10% of total work is dedicated to external optimization. Part of this includes the analysis of competitor’s link profiles. Analytics and optimization are the most important aspects of SEO.


What do you think about the work that seo specialists can do? Are you adamant that SEO is not all about links and that the payment for promotion should not only be made from the link budget? How can you communicate with clients/professionals?

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