As Google and other search engines change their algorithms and refine the ways that they present search engine results, outsiders might think that SEO isn’t as important as it once was. After all, many of the strategies to boost search engine rankings no longer work under the new methods used by search engines. Some people might believe that this means that the amount of influence that an SEO expert can have over a company’s online success has been greatly diminished.

In fact, the opposite might be true. In many ways, it takes an SEO expert to fully understand the possibilities that exist for online marketing through search engine optimization. By utilizing a complete online marketing strategy that ties SEO into aspects such as social media, public relations and advertising, an SEO expert can still play a major role in shaping and perfecting a company’s online marketing efforts.

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There are many ways that an SEO expert can provide unique value to a business:

Develop a strategy to boost search traffic. SEO agencies can draw from their experience to understand how similar businesses in a particular industries have failed or succeeded with organic search marketing. They can then use this knowledge to craft a unique strategy based on the strengths of their client.

Help convert visitors into revenue. It’s one thing to get people to your site; it’s another to have them become customers. Having a solid landing page and eCommerce setup can make this happen.

Identify and target the right keywords for a campaign. It’s still critical to identify the keywords and phrases that will attract the attention of your potential customers. The fact that Google has restricted access to referral data complicates things for non-SEO experts.

Assist with reputation management. An SEO expert is the right person to handle a situation when negative links are appearing highly in search results.

Fix lost traffic issues. When a site’s traffic numbers suddenly drop, it’s usually for a reason. An SEO expert can diagnose if there is a technical problem or other issue that is leading to a drop off in visitors. An SEO expert can also perform an audit at any time to find problems such as slow loading times or incorrect sitemaps that could be hampering overall traffic.

Leverage every outlet to spread content. You need to consider every possible outlet to get your message across and reach potential customers. SEO experts can utilize search engines, social media sites, content marketing opportunities and more to get people to know about your site.

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