If a website is going to have any significant traffic, it must appear in the first results on major search engines. The art of improving a site’s position in the listings is known as search engine optimisation or SEO. If you can master it, you are very employable.
As a search engine optimiser, you would use web analytic tools to find the terms that people search for and make sure they are included in the content and keywords of the site you are promoting.
You would suggest improvements to the site (such as faster loading and the inclusion of internal links).to make it more attractive to search engines.
You would use social media to encourage links to the site, which would also increase its visibility.
You would also advise the site owner on any paid search terms it would be worth them using.
SEO is not something that is only done once, when a site is launched. It is a continuous process of improvement and adjustment and much of your work could be to make sure that existing sites keep their prominence in the listings.
Search engines are always evolving and you would have to stay up-to-date with the latest developments in the field.
Many people who are working successfully in SEO taught themselves the basics. There is a great deal of free information available online. Some organisations also offer short face-to-face courses. One of the best ways to start is to teach yourself and try out your skills on your own website.
SEO companies will be interested to see what you have achieved on your own, but they may also expect you to have a degree, which will indicate to them that you are capable of further development in your career. If they think you have what it takes, many of these companies will provide their own training.
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