What does an SEO Consultant do?

The Power of Initial Web Analysis in SEO Consulting

The process of search engine optimisation (SEO) starts much earlier than many people think. It is not just about identifying keywords and building links. In fact, the first and one of the most critical steps in any search engine optimisation (SEO) process is the SEO strategy is an initial web analysis. This stage lays the foundation upon which an effective and lasting SEO plan will be built.

The initial web analysis is the diagnostic stage in which an SEO consultant scrutinises every corner of your website to understand how it is structured, how it works and how search engines and users interact with it. It is a comprehensive review that assesses the current health of your website and how it can be improved.

But what does a initial web analysis And why is this so crucial?

1. Technical SEO audit

The initial web analysis begins with a technical SEO audit. This comprehensive review looks for technical issues that could be affecting your website's ability to be crawled and indexed by search engines. Some of the aspects that are checked include page speed, site structure, the existence of an XML sitemap, the 301 redirects and the 404 errorsamong others.

2. URL Indexing

A crucial part of any web audit is the review of URL indexing. This process involves examining how search engines interact with your website's URLs, checking which pages are being indexed and which are not. But what exactly does indexing mean and why is it vital to the health of your website?

What is URL indexing?

When we talk about indexing in the world of SEO, we refer to the process by which search engines like Google store and catalogue your website's pages in their database, i.e. in their "index". When a page is indexed, it is listed to appear in relevant search results.

Why is it important to check URL indexing?

Checking URL indexing is essential for several reasons. First, if your website pages are not being indexed, they will not appear in search results, which means you will lose traffic and potential customers.

In addition, the indexing review can help you identify technical problems that could be preventing search engines from indexing your pages. For example, your robots.txt file could be accidentally blocking parts of your site, or you could have redirection problems or broken links that are hindering indexing.

Finally, an indexing check can reveal whether you are facing a Google penalty. If a large number of your pages have stopped being indexed for no apparent reason, it could be a sign that Google has penalised your site.

How is a review of URL indexing carried out?

As a web consultant, checking the indexing of URLs involves several steps. First, I will use tools such as Google Search Console to check which pages of your site are currently indexed.

I will then compare this with a complete list of your site's URLs to identify any discrepancies. If there are pages that should be indexed but are not, I will investigate why this might be.

In addition, I will check your file robots.txt and your sitemap to make sure they are configured correctly. I will also check that all your pages are correctly tagged with indexing meta tags and that they are not blocked by any other technical problems.

3. Content Analysis and Optimisation

The next step is to analyse the content of your website. Here, the SEO expert assess the quality and relevance of the existing content. Are you providing useful and relevant content to your target audience? Are you using keywords Is your content structured in a logical and easy-to-navigate way?

4. Competitive analysis

A crucial component of the initial web analysis is competitor analysis. Identifying who your main online competitors are and what SEO strategies they are using can provide valuable insight. This analysis can help you identify opportunities and gaps in your own SEO strategy.

5. Backlink analysis (Linkbuilding)

Links pointing to your website from other sites are an important factor in how search engines rank your site. An analysis of backlinks helps you understand who is linking to your site, which pages are receiving the most links and the quality of those links.

6. Usability and User Experience (UX) Analysis

Usability and user experience are fundamental aspects that influence how visitors interact with your site. A UX analysis seeks to identify issues that may be hindering the user's ability to navigate your site or complete desired actions, such as making a purchase or filling out a form.

In conclusion, an initial web analysis provides a clear picture of the current state of your website and a roadmap for necessary improvements. It is the cornerstone of any successful SEO strategy. By hiring a SEO consultantIf you're not sure what to do, make sure that the initial web analysis is one of the first things they do. This way, you'll have the confidence that your SEO strategy is built in.

7. The importance of Web architecture in website development

Web architecture is a crucial aspect of website development and design. In simplest terms, web architecture refers to the way a website is structured and organised. This includes the layout of pages and their relationship to each other, as well as how information is presented to site visitors and search engines. Here, we will discuss the importance of web architecture and how it can affect the functionality and performance of your website.

In conclusion, web architecture is a critical aspect of website design and development. Not only can it improve user experience and search engine visibility, but it can also affect the performance, scalability and maintainability of your site. Therefore, it is worth spending time and resources to plan and optimise your website architecture from the beginning.

8. Keyword analysis

Keyword analysis is a fundamental practice in the field of digital marketing and search engine optimisation (SEO). It involves identifying and studying the words and phrases that internet users enter into search engines when they are looking for information, products or services that are relevant to your business. But why is this analysis so important? Here are a few reasons:

• Connect with your audience
• Improve your website's performance in search results
• Enables the creation of relevant, high quality content
• Optimise your marketing strategy
• Data-driven decision support

9. Loading speed (mobile adaptation)

As the speed of the Internet has accelerated, so have our expectations of how quickly web pages should load. Today's users expect a fast and uninterrupted browsing experience, and are easily frustrated by websites that do not meet these expectations.

But the loading speed of your website not only affects the user experience. It can also have a significant impact on your site's visibility in search engines, your site's conversion rate and ultimately your bottom line. Search engines such as Google have confirmed that page load speed is a ranking factor in their algorithms, which means that a slow site can hurt your SEO and decrease your visibility in search results.

In addition, the loading speed of your site can have a direct impact on your conversion rates. If a user becomes frustrated with the slowness of your site and decides to leave, they are unlikely to return to make a purchase or interact with your content. Conversely, improving your site's loading speed can increase user satisfaction, which can lead to increased conversions and higher engagement.

What does SEO consultancy consist of?

In the vast world of digital marketing, the SEO specialist is a key player. He works closely with a variety of profiles, such as web designers, content creators and social media experts, to develop and implement a comprehensive and effective SEO strategy. His knowledge and understanding of user search trends is key to implementing website improvements to drive traffic and increase conversions.

The SEO Managers have the option of working in a marketing agency, where they offer their skills to a variety of clients, or they can work as part of a company's internal marketing team. Regardless of the scenario, their role is crucial to improving an organisation's online visibility and interaction with its target audience.

Since the outbreak of the pandemic, the demand for SEO specialists has experienced significant growth. According to a report by the consultancy Michael Page, the hiring of services related to SEO positioning has increased by 36.94%, while the demand for professionals with experience in digital strategy has grown by 30.4%.

Although there is no specific university degree to become an SEO Manager, this profession requires a wide range of practical skills, including the ability to perform technical testing, make predictions, in-depth marketing knowledge and analyse data. Those interested in becoming SEO experts can acquire and hone these skills through training courses, seminars and work experience.

The SEO Manager is an essential professional in any modern company, in charge of optimising an organisation's online presence, which is fundamental to its success in today's digital environment. If you are interested in delving deeper into the world of SEO, continue exploring the functions, skills and secrets that define this exciting professional profile.

What are the functions of an SEO Consultant?

As an SEO Manager, your job encompasses more than just improving web traffic and revenue; it's a symphony of roles and responsibilities that constantly evolve to keep up with search engine algorithms. While you may find yourself diving into keyword analysis or fine-tuning website architecture, the role is multi-faceted and integral to any successful digital marketing strategy.

1. Content is King: Managing and optimising content:

Like SEO expertYou must have great writing skills and vocabulary. They say "content is king", and in the world of SEO, this couldn't be truer. You must work hand in hand with copywriters, guiding you to create relevant, valuable and engaging content that resonates with your target audience and satisfies search engine parameters. Not only should you focus on the content of your website and blog, but also on social media, always looking to optimise and improve online visibility.

The SEO Consultant must analyse the content of the competition in order to develop the ideal structure of the client's content to be developed by the copywriters. 

2. UX - User Experience

In addition, user experience is a fundamental pillar of an SEO consultant's work. It is crucial to understand that SEO and user experience are two sides of the same coin. Google rewards websites that meet the needs of users, so a large part of your job will be to understand the search intent of users and ensure that the website is prepared to meet them.

A thorough analysis of competitors' content, both in terms of keywords and the organisation of content that targets those keywords, titles and links, will be key to ensuring that the user experience is better than that of competitors.

3. Design the SEO strategy:

First of all, this process involves multiple strategic steps, ranging from creating an effective keyword list, to analysing search engine results pages (SERPs), to creating relevant content. It is not only about optimising the website for SEO, but also about fine-tuning our strategy to align with the user's search intent. From link building to updating and improving content, an SEO analyst must work exhaustively to elevate your website's presence in search results.

It is important to keep in mind that the SEO strategy designed by the SEO Advisor must be aligned with the company's business strategy. The SEO strategy must serve the business strategy to achieve objectives. 

4. Negotiate Backlinks: 

Backlinks play a vital role in SEO. They serve as a sort of seal of approval for Google, indicating that another website finds your content valuable to the point of linking to it on their own site. As a website accumulates more backlinks, search engines assume that this website is worth highlighting in the SERPs. This is measured by the Domain Authority value which ranges from 0 to 100. 100 being the maximum authority.

Getting high quality backlinks can be a challenge, and that's where the SEO Consultant. One of the main functions as SEO Manager is to negotiate the acquisition of these precious links with other websites, blogs or media.

5. Data analysis and interpretation

Data analysis is an essential part of an SEO analyst's job. Data helps to understand which parts of your website are optimised for search and which are not, and which elements are driving traffic. From this information, the SEO analyst can make informed decisions about where to invest more time and resources.

To effectively analyse these factors, it is necessary to have a good grasp of industry data analysis tools such as Semrush, Ahrefs, Screaming Frog or Bright Local. Ultimately, analysing and understanding data is a key component in driving business growth, and provides a credibility and strategic advantage within the organisation.

6. Keyword analysis:

Keyword research and analysis is one of the most fundamental pillars of SEO strategy. We cannot move forward effectively without being clear about the keywords that our target audience uses to search for solutions to their needs or problems. This discovery process is essential and as an SEO Manager, it is necessary to adopt the perspective of the potential customer to understand what they would search for in a search engine.

Once this valuable information is obtained, the entire SEO strategy is aligned to address and optimise these keywords.

As an SEO Manager or SEO specialist, you will find times when you can implement technological improvements to increase organic traffic, and other times when it will be more appropriate to activate a digital marketing strategy to boost your organic traffic.

Most of the time, however, you will need to combine both strategies. Marketing has the function of educating potential customers about your product or service and persuading them to buy it. In this context, SEO becomes an integral part of marketing and is emerging as one of the most traffic-driving channels. As for the future, we can foresee that as Google continues to update its algorithms, SEO professionals will have to keep up to date and adapt their tactics accordingly. 

Main problems faced by an SEO Consultant

An SEO professional must have a deep and multidisciplinary background. Some of these problems or challenges require programming skills. Other problems require business acumen, in other cases extensive marketing knowledge. It is also important to have extensive experience working with multiple CMS, SEO analysis tools.

We consider experience to be a fundamental part of the SEO specialist profile. Having experience with multiple clients gives an important competitive advantage to the company that works with the SEO specialist. SEO analyst because he will probably know how to solve any SEO challenge he encounters.

In this last section of the post we will see some of the problems that an SEO consultant faces before starting to work with a website. There are many more and they require a much more in-depth explanation, but this will give you an idea of the complexity of the job.

Some of the challenges that an SEO Advisor will encounter will be but not limited to:

• Technical SEO problems

• Resolution of broken internal 404 links
• Duplicate content
• Resolution of cannibalisations
• Sitemap configuration
• TxT robots file configuration
• Establishment of redirections
• Google Search Console verification and index error tracking
• Problems with JavaScript files
• Optimisation of the loading speed of the website
• Schema or structured data development
• Incorrectly installed SSL certificates
• HTTP and HTTPS problems
• Links without anchor text
• Poor ratio between amount of text and amount of code
• Internal interlacing
• Keyword Stuffing

• Onpage SEO problems

• Study the structure of H1, H2 and H3 headlines.
• Optimisation of the content according to the main keyword
• Initial SEO audit
• Competitor study
• CRO analysis
• Inclusion of new content
• Development of new urls according to business strategy

• Offpage SEO problems

• Developing a linkbuilding strategy
• Link profile monitoring using disavow tool