Throughout my career, I have encountered numerous people who have asked me why many of my SEO (Search Engine Optimization) team members are poached by other teams.
The answer remains the same: True SEO experts evolve quickly and continuously develop their skill set. Successful SEO is a bit about what you know and more about what you can get done.
Talented professionals are experts at evolving their skills and adapting to the frequent changes Google makes on a recurring basis. They also understand how an organisation works across the different functions in their organisation.
Every manager is looking for a person that can learn things quickly and already know how to work cross-functionally to reach the target. These are essential characteristics of a rock star on the rise in a company.
In this piece, I’m breaking out the core areas of self-improvement SEO experts need to be focused on to continue to progress in the SEO field and enhance their value to the organisation. Most of these are not the ordinary SEO required skills, but acquiring these skills can put you in a different league in the search space where generating organic growth is only one value you are delivering.
The more you learn about the areas outside of SEO that influence SEO, the more impact you can make across the entire organisation.
Marketing List for SEO Experts
Marketing is a remarkable place to start, provided the common split of SEO experts coming from either a marketing or technology background.
Here are some of the areas you need to have a solid understanding of today that are closely tied to the market function or marketing-centric:
Copy and trademark law: You need not to be a lawyer, but you should know how copyright and trademark laws function to protect the intellectual property.
SEO can guide internal or external legal teams by showing how people are capitalising on our intellectual assets. Exhibiting the first rule around capitalisation, as well as where a violator is bringing consumer confusion, is fundamental in sorting out copyright and trademark issues.
Domain management: Building on trademark and copyright law and understanding what alternatives are available to protect the trademark infringement and resolve trademark use issues with a legal team in the domain space will be immensely helpful in fixing traffic leaks and preventing these leaks from happening.
Traffic leaks are entities that exist online and are designed to syphon the traffic destined for your domain.
Paid search: In simple words, you should know what is working in your paid search programs. For instance, what products perform well in PLAs (product listing ads)? These may be the best product page targets for SEO given these URLs (uniform resource locator) have already exhibited the ability to convert the traffic. Knowing and understanding how paid search is generating clicks through their creative actions can assist you in rewriting titles and descriptions that will eventually result in higher click-through rate for SEO.
Campaign calendars: SEO doesn’t participate in every campaign the conventional or digital marketing teams launch. Depending more on timing and how the campaign will run, it may not make any sense to focus search engine optimisation efforts on campaign support.
It’s vital to be able to review a campaign schedule or calendar and identify which campaigns will drive search demand and what keyword searches the campaigns will trigger. For long-period campaigns, SEO teams should ensure that there is an effort to capitalise on extended search demand versus enabling competitors to benefit from their marketing expenses.
Creative: While this isn’t always there in the marketing department, marketing experts typically work together with the creative teams on a campaign.
Every SEO expert should put a focus on enhancing their creative writing skills. Try to spend time with your creative teams and see what content types resonated with the target audience and trace things from their successes. Variation in content to drive different consumer behaviour is crucial when creating a content strategy for your SEO program.
Good SEO results always come with significant homework.
The most challenging part of SEO has been adapting to changes and the ability to visualize where Google is going next. If you are looking to improve the experience from the search engine to the fulfilment of the user’s intent, you will be working ahead of the Google algorithm.
Having an idea of where Google is moving next in their task to measure the user experience can help you in prioritizing improvements in the areas ahead of where Google will be heading later.
Find a good teacher
Learning on the job works in your favour well when you have a good teacher. If you don’t have the right teacher, there are numerous resources online to help you develop and polish your skill sets.
I often find myself switching from Lynda.com to iTunes to listen to a course while I am working. In case I am focusing on tech skill improvement, I frequently use the resources at O’Reilly, as it’s affordable and the technology areas are covered in detail. Lynda.com is also very reasonable when it comes to cost, but I have found it more useful for exploring the areas of marketing and analytics.
No matter what your source of learning is, make self-education a priority. Read our blogs and stay updated on what’s happening in the SEO world. Never stop learning!
SEO revolves around change, and change always contains a learning component. Embrace the journey, fix self-development goals, and if you don’t have a teacher in the company you are working with, become the teacher.