Aleyda is now Global SEO Manager at Forex Club. Previously he was SEO Manager in Bodaclick Group and responsible for SEO, Web Analytics and SEM in QDQ Media and SEO Department and Social Marketing in Internet Advantage SL. She is one of the professors of theII Master Professional SEO of KSchool (last places).

With her we talked to talk about SEO and the role that these professionals play.

Aleyda Is SEO the same as SEO?

It is not and the difference is that as the activities related to the positioning in search engines are multidisciplinary and are related to good practices of Web development, usability, content creation, etc. We can easily find developers, designers, writers, etc. Doing SEO without being SEOs really.

Have you ever commented to me: I am SEO too! I include relevant titles, optimize URLs, and make the menu on my site trackable. However, doing these types of activities – which are part of the actions of an SEO process – does not make you an SEO.

They do SEO to improve the quality of the product they are developing .. however there is a strategy behind all these actions and this is what sets SEO apart. All optimization actions are due to a results-oriented strategy, in order to improve visibility for those relevant terms that will meet the conversion-level objectives that we seek to achieve. This is what an SEO does.

For those who do not know this world What is the day to day of an SEO professional?

It is multidisciplinary, which for me is one of the great attractions of being SEO. It is a day to day of:

• Communication with the director of online marketing and IT director to identify the characteristics and objectives of the business, as well as the requirements and restrictions at a technical level.
• Research, analysis and development of recommendations in terms of content, Web architecture, code, linkage, popularity, positioning and current organic traffic, etc. The site and the competition
• Definition of strategy to reach the objectives of cost effective way and consistent with the characteristics and restrictions of the site, taking into account the competition
• Monitoring of implementations and monitoring of results at the positioning, traffic and conversions level
• Constant optimization of the SEO process based on the results that are being obtained

What role should SEO play within an Online Marketing strategy?

The role of SEO is to make synergy to maximize the organic performance of the site in a scalable way. SEO must identify opportunities in all marketing actions to maximize visibility, traffic and organic conversions, coordinating and synergizing with other disciplines: content marketing, online reputation, social media marketing, Web analytics, etc.

What is the relationship between SEO and Web Analytics? They look like the perfect couple …

They are! The relationship should be very close collaboration since one of the great advantages of SEO is the orientation to conversion thanks to the measurement of results. Web analytics is indispensable for SEO analysis, establishing strategy, tracking results, identifying opportunities and optimizing the process.

As a professional SEO and teacher of the II Master SEO KSchool What does this master to the Professional panorama?

I think the KSchool Master SEO is the most complete, practical and advanced that exists, where you can get first-hand knowledge of professionals who are dedicated to SEO with years of experience. Attending a master’s degree like the one at Kschool greatly accelerates the learning process, as well as allowing you to interact easily with professionals in the sector.

What would you recommend to someone who wants to do this?

Do not just read articles or SEO manuals (this should be based on but not limited to), but put it into practice, publish your own websites, do your own tests … and keep it Always informed and investigating.