Websites for commercial purposes employ a suitable marketing specialist to enhance its sales and customer base, this person is called a SEO Expert. The technique of enhancing the overall performance of a website for better marketability is called Search Engine Optimization (SEO). The SEO person's job will be to constantly update and monitor the progress of the website and make necessary changes to optimize its performance. The amount of traffic to a website on a consistent basis over a long period is an indication of its popularity and its effectiveness in achieving objectives of its creation. Traffic could gradually decline if it is not constantly updated or made creative and if it is the same old things that are always there.



The functions of a SEO Expert would include checking the website for its content, layout, text, images, links, coding, shared links, and constantly updating, creating new features with funny animations, introducing more options for customer interaction, and usage all possible techniques to enhance the overall performance of the website in taking its intended message/s to the outside world in the most effective manner.

Despite the fascinating images and graphics, content is by far the most important aspect of a website for its long term survival. He should ensure that the content is not only very well presented free of any plagiarism and infringement of copyright laws, but also that it is factual and error free, all of which could be fatal to the very existence of the website. Checking of the content implies not only for quality, but also for genuineness, relevancy and keyword density etc.

The SEO person need be well conversant with search engine optimization techniques adopted by other websites and the increasing penalties to which websites are being subjected to by search engines. He should try to achieve maximum optimization while steering clear of possible penalties. He should be a person who engages in research and development and is prepared to experiment and take risks within reasonable perimeters.

The SEO Expert should keep a constant tab on the web design and effect appropriate changes to layout and other areas with the primary aim of making the website more appealing to its users while ensuring that search engines are able to track them without difficulty.

Ranking of the website by search engines is one of the most important aspects that should attract the SEO person's attention for necessary action. In this regard, he should carefully re-examine the images, hidden texts, pictures, alt tags etc., and also the website's link building process.

The duties of an SEO person are unlimited and far-reaching; to keep him on his toes all the time.