How to hire a competent SEO-experts
His Work / / December 26, 2019
Jan Minnow
The founder of the brand studio "heart».
Modern IT-business acquired its present appearance at the time of the emergence of strong competition in the network and a large number of "gurus" of internet marketing. They know it, they know how is their specialty - all at once: from SMM-promotion to SEO.
This article is just my opinion and experience that was acquired after various events, including unpleasant. If you are all well, congratulations. But if you have had to work with such a "guru" or only have to look professional, read on. Then you can share "cheerful" stories about these guys in the comments.
The causes of the crisis specialists
When search engine optimization in its infancy in Russia, thanks to the "Yandex" brave guys programmers in different ways tried to break issue tops.
First SEO-Specialists - is the site administrators, coders. They began to manipulate the markup tags, keywords, hide tons of search phrases from the human eye, painting over them in the color of the page background. In the future, the most successful SEOs have migrated to work in "Yandex" - to create and search algorithms to deal with the former brothers.
This excursion into history shows how other used to be experts in this field: they knew more programming languages and freely navigate within the site. But SEO has changed, it has become closer to the content and user-friendly interface. For the most part it's not just the code and text, it is now more and Marketing.
Many "gurus" of Internet advertising should hear the word "marketing" and came running in SEO. Among them there are those who banal HTML is not known. But this is a base for admission to university to be a programmer, it is now even taught in schools.
What should know and be able to SEO-experts
Yes, in 2018 it is not necessary to place the hopes that your prospective search engine optimization specialist will know a variety of programming languages and have the skills to layout. He is not obliged to, if you need all at once, forward, in a web agency or freelancer websites - look for the universal "fighter." But there are some skills that are SEO-experts are essential.
1. To know HTML and CSS
This must-have. He will have to reduce the code "treat" him from the error, reduce the styles that brave layout like to leave directly in the code, without suffering in a special file.
2. Understand the principles of search engines
He should know the difference between Google and algorithms "Yandex", the role played by the assessors. Maybe even he has worked in the company that owns the search engine. After all, he will have to keep track of changes in algorithms and understand them.
3. Analyze the existing content
To understand the extent of its optimization. If something is wrong, it should be able to independently change the text (even if it is a static HTML-site without admin), meta tags, attributes Title and Alt image. Hence the next step.
4. fast learner
Algorithms change, irrelevant before ranking points come to the fore, are gaining popularity different CMS (Site Data Management System), and it is necessary to remember it all, to know how to work with it and what complications can occur.
5. Figuring out ways to optimize foreign
So you can create a snippet divine and different Crowd Marketing of natural links. (By the way, if your SEO-experts buys them for "Yandex", safely dispose of it.) Also, he will have to work with PR publications and set up cross-posting.
6. Collect semantic nucleus
Not from the bulldozer, and on the needs of potential customers, setting and justifying a certain structure. To be able to cluster them.
7. Have your software suite
Find out what your candidate uses SEO-experts in their work. If you hear only "Yandex. Webmaster »and« Google something there "chase from his office to go to hell. Because so many steep and functional programs have: Screaming Frog, «Semantic Calculator», RDS, and other tools Arsonkina. In the professional should have its own set of software.
8. Understand the UX-design
We mentioned earlier that the modern search engine optimization - is not only code, but also the design. The code may be poor, but user-friendly interface is able to solve a lot. If you do not offer to change the site, then either you already had a redesign, or the site is beautiful - but only in your head, because you feel sorry for the money. In 2018 it decides the content, appearance, and behavior of people on the site. This follows from the previous two. It is time to realize it.
Can I get a guaranteed result?
Of course, but with one caveat. SEO-experts is unlikely to give exact dates when the result is achieved (approximately - two months). Also, the above skills do not guarantee getting a site to the top issue. Their presence at the expert only protect you from working with a liar or "gurus" of internet marketing.
From a good search engine optimization is changing. Changing the design, text, pages are added. You constantly offer something new. After all, SEO - it is primarily a strategy and optimization.
Everyone (very good) SEO-specialist has a specific list of things that affect the results page in the search. And it is big. Ask about it, ask to share some thoughts about the strategy. The answer must be confident in it must be clearly indicated by the work plan.
By the way, if you have hired SEO-experts, offer a percentage of the profits that bring his work. Believe me, it is very well spur a person, he will desire to really help you.
conclusion
Much depends on the person personally, on its quality and efficiency. Even on whether he will be able only to curb laziness.
SEO work is strongly connected with the analysis and audit. With the ability to make inferences from the data and develop a promotion strategy. Expert-novice with such knowledge - that's good. A veteran musketeer with case studies and experiences in general find! And of course, it is logical that such a specialist will cost you more.
see also
- How to hire and retain the best employees: personal experience →
- How to motivate employees using the theory of Vroom expectations →
- How to create conditions for the development of employees and retain the best →