Everything you need to know about SEO: principles, profiles, salary …
SEO work applies to search engines. It is therefore essential to know what we are talking about. Search engines are computer systems which propose to index web pages and analyze them via a positioning algorithm in order to propose a ranking of these in their results pages. These results pages are generated on the fly, from searches entered by Internet users. The most popular search engines are Google, Bing, and Yahoo, but other search engines are good alternatives. One can for example quote Qwant, DuckDuckGo or Ecosia.
To index web pages, search engines use a computer application called a robot, bot or crawler. Google’s one is called GoogleBot, for example. These robots ceaselessly browse the web by following the links they find on the web pages they visit.
SEO, a profession at the crossroads of several worlds
SEO is a recent field, which was created around 25 years ago when the first search engines appeared. The oldest SEO agencies were created around the same time.
If this is obviously an area of activity that requires at least basic computer knowledge, a good SEO agency must also have solid knowledge in communication and marketing to be able to propose and deploy relevant strategies.
We also need sysadmins (system and network administrators) who know how to configure a server in order to manage load peaks and the display speed of websites hosted there.
We need specific marketing profiles, comfortable with operational marketing, digital marketing (also known as web marketing), digital communication, traffic acquisition strategies, ROI (Return On Investment) calculation ), leads, analysis of data collected via an Analytics account, optimization of GMB records (Google My Business or Google Places), etc.
“Content is king”, proclaimed the visionary Bill Gates in 1996. Google could have made it his mantra. Indeed, to perform on Google, we must enlist the services of editors and other “letters and communication” profiles in order to deploy an editorial strategy whose objective is to improve, adjust, complete or maintain the brand image. , the reputation and popularity of the client through the quality of the content published on their site, whether it is web writing, infographics, videos or other types of content. We then speak of inbound marketing, semantic markup, semantic optimization for search engines, networking (internal links between the different pages of the advertiser’s site) blog articles, customer relations, news, information. The goal: to answer any question that the target would ask themselves and to answer them by generating confidence and sympathy with regard to the brand.
The goal of this joint work is to develop a powerful growth lever by optimizing everything that can be done while avoiding suffering a manual or algorithmic penalty on the part of search engines, which occurs in particular if we have for example wanted to overoptimize a link profile, for example. This is the reason why black hat SEO is clearly not recommended. It sometimes gives a flash in the pan (understand strong surges in traffic as short as they are spectacular), but unlike the white hat, this obedience to SEO does not allow you to build a lasting activity based on healthy and virtuous values. So forget about backlink campaigns on directories, for example.
The goal of this team with complementary profiles? Increase the advertiser’s turnover and do so preferentially on products and services likely to generate the highest volume of margin.
In terms of referencing, only the SEA has a certification program. This is specific to each advertising agency. The best known being that of Google Ads. If an SEO tells you that they are certified, it means that they are specialized in Google Ads. Ask him to provide you with examples of results he would have obtained in natural referencing …
The salary of an SEO consultant
In SEO agency, this fluctuates between 40 and 60 K € gross annual. It is quite close to the advertiser. Regarding freelance SEO consultants, it is quite variable, it depends greatly on their experience. In an SEO agency, a consultant generally takes care of 10 to 20 clients. This figure varies of course from one agency to another and even, within the same agency, from one SEO consultant to another. The more experienced SEO consultants are usually assigned the most strategic clients and they may only deal with 3 to 5 clients, sometimes. Conversely, it is not uncommon to see SEO consultants looking after 30 “small” clients in large agencies when they are just starting out. It also depends on the amount of contracts. It is obvious that a contract of 500 € per month corresponds at most to a few hours of work per month, minus the costs of structure, software licenses, salary costs and the share of profit that any company must achieve.
Are you passionate about SEO? Do not hesitate to consult the different pages of our blog, you will find a multitude of articles on this theme on page 2, page 3 or page 4, for example.