SEO experts or professionals are often approached by companies that have no in-house SEO resources or inadequate SEO skills. The core objective of these companies is to have their websites’ search engine rankings improved. Companies often hope by improving rankings, conversions can also improve.
On the way to achieve the objectives set by the companies, SEO experts are actually up against 3 different opponents.
Search Engine Algorithm Updates
I believe any SEO experts have good understanding and knowledge of the exact rules to follow when optimising websites. However from time to time, search engines update their search algorithms, whether the updates are major or minor. Some rules that every websites use yesterday may be forbidden tomorrow. For example, algorithm updates from Google are widely known as “Google Dance”.
SEO experts are expected to react as soon as possible to search engine updates by incorporating certain changes to his pre-planned strategies. This minimizes any possible negative effects to the optimized websites due to algorithm updates.
Keep up with competitors’ optimization
Some clients have the false impression that after a once-off search engine optimization, a website is ready to rank well indefinitely in search results. However, SEO is an ongoing business, as your client’s competitors are never going to stop their search engine optimization efforts.
A great SEO professional knows what to do for his client’s website to keep up with the competitions. Only by continuously analyzing the website of the client and the websites of the client’s competitors, the SEO expert can propose the necessary optimizing strategies, whether it is of a linking, article, content, or public relation campaign.
Your client’s dedicated web development team
If you’re one of those SEO professionals who did not build websites for your clients, then often your clients should have a dedicated in-house web development team. The web development team is obviously responsible for maintaining your client’s website.
Possible issues working with a dedicated web development team is that the SEO expert’s priorities are not always the web development team’s priorities.
A good example is when the web development team makes massive website changes that affect URL structures or site architecture, without incorporating your optimization strategies. This can take search engine spiders some time to relocate the website’s new web pages that are built according to the new site architecture. The ultimate result of this change is often significant keyword ranking drop across the website.