A Complete Technical SEO Specialist Guide

Are you looking to carve out a niche in the ever-evolving world of digital marketing? Becoming a technical search engine optimization (SEO) specialist could be your golden ticket.

Whether you’re a beginner eager to dive into the SEO waters or a seasoned pro aiming to sharpen your technical skills, this article will guide you through the essentials. You’ll discover what makes a technical SEO specialist invaluable and how you can become one. Plus, if you’re a hiring manager, you’ll gain insights into what to look for when recruiting top SEO talent.

Technical SEO Specialist Responsibilities

For starters, a specialist is different from a technical SEO consultant. The latter advises what organisations must do to fix their site’s technical issues, while the former implements and executes the fixes. In other words, you want to hire a technical SEO specialist if you already know what ails your site and need someone to implement it.

So, as a technical SEO expert, you are responsible for the following:

Conducting Technical SEO Audits

Running comprehensive technical SEO audits, you’ll use tools like Google Search Console and Google Analytics to uncover issues affecting site performance. Address these issues, improving site speed, structured data, and overall architecture.

Developing and Implementing Technical SEO Strategies

This involves organising site architecture, implementing structured data markup, and optimising page load speeds. Regularly update SEO strategies to align with changing search engine algorithms, ensuring sustained growth in organic traffic.

Collaborating with Development Teams and Stakeholders

You work closely with web developers and stakeholders, ensuring technical SEO strategies integrate seamlessly into website development. You also provide technical SEO documentation to guide development teams in resolving technical issues. Effective collaboration drives the continuous improvement of website performance and search engine results pages (SERPs).

Key Skills and Qualifications of a Technical SEO Specialist

A technical SEO specialist analyzing website code and keyword research data to optimize search engine rankings

Becoming a skilled technical SEO specialist requires a commitment to your craft and an unwavering desire to be great. If you feel like you’re up to the channel, below are skills you need to acquire and develop to make something out of your career:

Proficiency in Technical SEO Tools

Google Search Console, Screaming Frog, and Ahrefs help you conduct in-depth technical audits. These tools identify website issues affecting search engine rankings. Your ability to leverage these tools directly impacts website performance.

Understanding of Search Engine Algorithms

To maximise search engine visibility, you must stay updated on changes to search engine algorithms, such as Google’s updates. You should interpret how these changes affect search engine results pages (SERPs).

The technical SEO knowledge you’ve accumulated over the years gives you a better understanding of the best on-page SEO and off-page SEO. Optimising title tags, meta descriptions, and header tags improves on-page SEO. On the other hand, link-building and social sharing strategies enhance off-page SEO, boosting your site’s authority.

Your knowledge of search algorithms should help you ensure the proper configuration of robots.txt and XML sitemaps. This also paves the way for Knowledge of site structure, internal linking, and URL structuring. All these let you craft a logical, user-friendly site structure and improve search engine crawlability and navigation.

Collaborative Skills

Effective collaboration with web developers, content creators, and stakeholders is necessary. It would be best if you communicated technical SEO insights and recommendations. Collaboration ensures the successful implementation of SEO strategies across teams.

Analytical Skills and Critical Thinking

You must possess strong analytical skills. Interpreting data from tools like Google Analytics for actionable SEO insights is critical. Critical thinking helps you identify and solve complex SEO issues.

Technical SEO Services Offered by Agencies and Specialists

An SEO consultant analyzes website data, creates strategies, and provides reports to clients

Technical SEO services agencies and consultants address vital aspects of improving search engine rankings and website performance. Below are the primary services they offer, which you can integrate as part of your package:

Technical SEO Audits

Agencies conduct comprehensive technical SEO audits to identify issues affecting your website’s search engine visibility. These audits inspect various elements, such as site speed, mobile-friendliness, and security.

To resolve these technical issues, effective collaboration with web developers is necessary. Technical SEO experts work with developers to implement best practices and ensure that SEO strategies align with your website’s technical capabilities.

Structured Data Implementation

Implementing structured data markup by observing JSON-LD and schema.org standards further enhances search engine robots’ understanding of your content. Structured data increases the likelihood of rich snippets in SERPs, potentially boosting organic traffic

Website Architecture Optimisation

Optimising your website’s architecture ensures easy navigation for users and search engine crawlers. A technical SEO consultant will analyse and improve your site’s structure to enhance crawlability and indexability.

Technical Issue Resolution

Agencies specialise in resolving technical SEO issues, such as page load speed, broken links, and duplicate content. Addressing these issues improves user experience and search engine rankings.

Continuous Monitoring

Regular monitoring ensures your website remains optimised as search engine algorithms evolve. Agencies use various metrics to assess your site’s ongoing performance and make adjustments as needed.

Finding and Hiring a Technical SEO Specialist

A company's HR department reviews resumes and conducts interviews to hire a technical SEO specialist

For organisations, hiring a technical SEO specialist can significantly enhance your website’s performance and search engine rankings. Even as a professional, you should know how employers think when looking for a specialist to bring on board. Below is the structured approach they follow:

Identify Your Needs

Detail your specific requirements before beginning your search. For instance, determine if you need a one-off technical SEO audit or something that’ll be part of your SEO team in the long run. The former will cost less than the latter due to the nature and scope of the limited work they’ll do for you.

At the same time, you may want to have an on-call technical SEO person to analyse your other projects. Consider these factors and others when choosing a person to become your next tech SEO specialist.

Look for Relevant Experience and Training

Seek candidates with proven experience in technical SEO. Check for a history of successful projects, preferably in your industry. Experienced technical SEO specialists will be adept at using tools like Google Analytics, Google Search Console, and various SEO tools to diagnose and resolve technical SEO issues.

Diplomas and proof of completion from recognised organisations can also indicate a candidate’s expertise. Look for certifications like Google Analytics, Google Search Console, and other SEO-related courses.

Assess Technical Knowledge

Ensure they understand search engine algorithms, website architecture, and site speed optimisation. Technical SEO experts should also be proficient in implementing structured data markup and conducting technical SEO audits. This expertise is crucial for improving search engine rankings.

Conduct Tests

Practical tests can provide insight into a candidate’s competency. Assign tasks such as conducting a technical SEO audit or resolving technical SEO issues. The candidate’s performance will reveal their problem-solving capabilities and understanding of technical SEO services.

The test they’ll take from you will reveal their communication skills. The job entails the ability to explain complex technical issues clearly to team members and clients.

From here, request case studies or examples of previous work demonstrating their technical SEO skills. Contact former employers or clients to verify the specialist’s claims.

Finally, ensure the employee is a cultural fit with your organisation. They will likely collaborate with web developers, marketing teams, and content creators. A harmonious working relationship is crucial for successful project outcomes.

Offer Competitive Compensation

Offer competitive compensation packages to attract top talent. Research industry standards for technical SEO positions to provide appropriate salary and benefits.

Following these steps ensures you find and hire the right Technical SEO Specialist to optimise your website’s technical aspects, improve search engine visibility, and enhance overall website performance.

Measuring the ROI of Technical SEO Services

Quantifying the return on investment (ROI) of technical SEO services is essential to ensuring that resources are used efficiently. One effective way to measure ROI is by tracking key metrics directly related to search engine performance.

Usual metrics like organic traffic and keyword rankings are a byproduct of a technically sound website but are not the metrics you should measure your performance as a technical SEO specialist. Your objective is to make your site more accessible for Google to crawl, allowing it to index your pages for your target keywords.

That said, below are KPIs you should focus on instead to better understand the value you bring to the table:

Technical SEO Audit Performance

Regular audits can show improvements in the website’s technical aspects. Tools like Ahrefs Webmaster Tool show the site’s health score; the higher the score, the fewer technical problems it has. Increasing its score by addressing and resolving technical issues identified in audits helps enhance the overall site performance, positively affecting SEO ROI.

Indexed Pages

Check the number of indexed pages using Google Search Console. A higher number of indexed pages can increase the chances of appearing in search engine results, enhancing visibility and traffic.

Conversion Rates

Analyse the impact of technical SEO on conversion rates. Improved page load speed, better site architecture, and effective structured data implementation can enhance user experience, leading to higher conversions.

Bounce Rate and Dwell Time

Evaluate bounce rate and dwell time to understand user engagement. Reductions in bounce rate and improvements in dwell time indicate that users find your content valuable and engaging, essential to SEO success.

Conclusion

As a technical SEO specialist, you are responsible for bringing a website from point A to B by getting it unstuck from issues and problems preventing it from appearing on SERPs. Becoming the right expert and knowing key metrics employers will gauge will enable you to become the specialists all organisations want to hire.

If you think you have what it takes to level up as a technical SEO specialist, get applied by companies looking for your skill set and share your professional goals and objectives. SEO.Careers provides you with a platform to do exactly this: upload your CV here, and we’ll take care of connecting you with potential clients.

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