We found an old job description we found online that just says what it used to entail perfectly:

“A Search Engine Optimization (SEO) Specialist analyzes, reviews and implements changes to websites so they are optimized for search engines. This means maximizing the traffic to a site by improving page rank within search engines.” A SEO Specialist will analyze websites for improvements, have an in-depth knowledge of keyword research, understand SEO copywriting and serve a liaison between various departments.”

What that should now say today:

Is they make sure you rank on search engines for the right customers at the right time in their buying cycle.

You may be guilty of this yourselves (We definitely were). SEO is no longer a passive optimize my website with meta tags and keywords around my industry kind of thing. There’s a science to it now.

It’s a full time job to get ranking on Google but it’s definitely not passive anymore.

You have to be link building, promoting and at the base of it, creating exquisite converting content so you don’t waste resources getting the wrong messages indexed. That’s right your SEO could be hurting your ability to convert customers right now.

Even if you’re ranking for a long tailed search term, if the content doesn’t hit right, and you’re not seeing measurable conversions off of it, then you need a new strategy.

Want to learn even more? Check out our page on lead engines.