What Does an SEO Expert Do?

An SEO expert is a professional who specializes in improving a website’s visibility on search engines, bringing in high-quality organic traffic—that means no paid ads. Their goal isn't just to “make you show up on Google.” It’s about strategically positioning your site to have a real impact on your business, from more visits to more leads and sales.

This professional also plays a key role in understanding online user behavior. By analyzing data, they anticipate user needs, enhance the browsing experience, and design strategies that truly connect. Their work ranges from technical aspects, like site speed, to creating valuable content that positions your brand as a leader in its field.

In short: an SEO expert doesn’t just improve your rankings—they turn your site into a powerful tool for long-term results.

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Main Functions of an SEO Expert

These are the main responsibilities an SEO expert handles to take your website to the next level:

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1. Keyword Research

Before optimizing anything, it’s essential to know what your audience is searching for. This involves analyzing terms related to your business using tools like Google Keyword Planner, Ahrefs, or SEMrush.

For instance, if you run an online store for skincare products, keywords like “best face creams” or “natural skincare products” could be strong targets.

Keyword research helps identify:

• Which terms have high search volume.
• The level of competition.
• How well they align with the user’s intent.

And it’s not just about attracting more visits—it’s about bringing in the right people, those most likely to become real customers.

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2. On-Page Optimization

This involves tweaking everything within the website to make it more friendly to both search engines and users. Key actions include:

• Creating catchy titles and descriptions with targeted keywords.
• Optimizing URLs to be clear and relevant.
• Structuring content with proper headers (H1, H2, H3).
• Using keywords naturally throughout the content.
• Optimizing images with descriptive filenames and alt text.
• Improving navigation to be intuitive and visually appealing.

Solid on-page SEO doesn’t just improve rankings—it also enhances the user experience, leading to longer visits, more engagement, and more conversions.

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3. Technical SEO

Think of this as the invisible architecture that makes everything run smoothly.

An SEO expert handles things like:

• Page speed optimization.
• Mobile responsiveness.
• Fixing 404 errors and broken links.
• Implementing tags, structured data (schema), and other best practices to help search engines properly crawl and index the site.

They also configure the sitemap and robots.txt file, which tell Google what pages to index and what to skip.

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4. Types of SEO an Expert Handles

A professional SEO adapts their strategy based on your goals and business type. Some of the key SEO types include:

• Technical SEO: Ensures your site’s code, speed, and structure work in your favor.
• Local SEO: Essential for businesses with physical locations, helping them appear in nearby search results.
• E-commerce SEO: Focused on product listings, categories, and boosting conversions for online stores.
• Content SEO: Prioritizes high-quality blog posts, guides, and resources that add value.
• International SEO: Tailors your strategy to multiple languages or regions if you serve global audiences.

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5. Valuable Content Creation

“Content is king”—and for good reason. One of the strongest pillars of SEO is still creating original, useful, and relevant content for users.

This includes:

• Blog posts that answer frequent questions.
• Detailed guides that solve specific problems.
• Product descriptions that are informative and persuasive.

An SEO expert ensures each piece of content aligns with real search intent. In other words, it answers what people are actually looking for—whether it’s a solution, a comparison, or just quick information.

Great content builds trust, keeps visitors on your site longer, and increases your chances of ranking higher on Google.

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6. Link Building Strategies

Google doesn’t just analyze your website—it also looks at who’s linking to you. That’s why earning quality backlinks from other websites is a powerful signal of authority.

An SEO expert:

• Develops strategies to naturally earn backlinks.
• Partners with other sites through guest posts or collaborations.
• Creates content that’s so valuable others want to link to it.

And no, it’s not about buying backlinks left and right. A true SEO professional uses ethical practices to build a strong, sustainable link profile that Google rewards.

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7. Performance Analysis & Monitoring

This is where strategy turns into long-term results. Nothing in SEO is guesswork—everything should be tracked and measured.

Using tools like:

• Google Analytics
• Google Search Console
• SEMrush, Ahrefs, and more

The SEO expert monitors:

• Organic traffic growth.
• Keyword performance.
• The most (and least) effective pages.

With this data, they refine the strategy, adapt to search algorithm updates, and constantly find new opportunities to grow your site’s visibility.

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Key Skills of an SEO Expert

A strong SEO expert blends technical expertise with strategic thinking and creative insight. Some essential skills include:

• Understanding how search engines work: Staying ahead of algorithm changes and knowing how to adapt.
• Mastering SEO tools: Platforms like Ahrefs, Screaming Frog, or SEMrush allow deep competitive and site performance analysis.
• Data interpretation: Making informed decisions based on user behavior, traffic, and conversion data.
• Compelling content creation: Writing not just for search engines, but to connect with real people.
• Team collaboration: Working effectively with developers, designers, and content writers to align every element of the site with SEO goals.

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Why Your Business Needs an SEO Expert

Having an SEO professional on your team could mean the difference between an unnoticed website and one that consistently brings in new customers. Key benefits include:

• Organic traffic growth: Drive consistent visitors without relying on expensive paid ads.
• Better ROI: SEO often outperforms other channels in long-term return on investment.
• Increased credibility: Top-ranking sites are perceived as more trustworthy and authoritative.
• Competitive edge: A strong SEO strategy can help you outrank even larger competitors.

And most importantly: SEO experts focus on solving your audience’s problems and aligning your site with their needs.

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Conclusion

An SEO expert’s job is much more than just adding keywords. It’s about understanding your audience, analyzing data, spotting opportunities, and building a strong digital presence that gets results.

If your goal is to make your website work for you—not just exist—SEO is the way to go. At Hiweb, we’ve helped businesses like yours stand out in the digital space through smart, sustainable SEO strategies.

Ready to stop being invisible on Google?
Let’s work together and get your site to where it truly belongs.