Whenever that question comes up in social settings, "So, what do you do?" How are we SEOs supposed to answer? Simply saying, "I do SEO" isn't going to cut it. While SEO has certainly become more mainstream, we're still likely to get the follow up, "And what does that mean exactly?" Well, good question! It certainly means something very different than it did even just five years ago. So as SEOs, what are we? Here's what I think. Researchers - an important part of our role is conducting research. We need to research the client, the industry, the competition, and the keywords that should be used in the campaign. We need to analyze reports and look for new opportunities. 

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As a website owner, it's important that you know what's going on with your website (or hire people to keep on top of this for you!). One necessary item to keep your eye on on a regular basis is your inbound links, or the websites that are linking over to you. These inbound links are a search engine ranking signal because they convey to the search engines how trusted the site is. Inbound links from high quality, relevant sites are good. Inbound links from low quality, irrelevant sites are bad.

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There are many reasons that we advise clients to not get hung up on the keyword ranking report. After all, it's not the most accurate way to measure SEO success. Keyword rankings fluctuate on a day by day or even minute by minute basis and are based on factors that can't be controlled including search history and search location. However, is this to say that a keyword ranking report should be ignored entirely?  

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