The Right Skillset For A Successful Search Engine Optimization Specialist
There is a paradox in marketing when it comes to SEO. We already know that Search Engine Optimization plays a vital role in marketing strategies all around the industry. However, there is no stable list of requirements for a Search Engine Optimization specialist.
For this reason, SEO specialists derive from many different backgrounds. From content writers to developers, and the list goes on and on. It is worth noting that this does not undermine the role. On the contrary, it makes it interesting for someone who is looking to hire an SEO professional or collaborate with an SEO agency.
Why does this happen, though?
The answer is simple. It is due to the fact that SEO includes many different specializations, like:
- Technical
- Content
- Analytics
Hence, the skillset for a Search Engine Optimization specialist is less marketing-restrained and more of an inclusive umbrella. However, this does not mean that SEO specialists are not marketers. It just means that they do not have to be marketing specialists in order to apply for such positions. This is something you should also consider before outsourcing your SEO activities to a digital marketing agency.
Now that we have clarified some basics, let us dive into an initial definition of the role of a Search Engine Optimization specialist.
What Is A Search Engine Optimization Specialist?
To put it briefly, an SEO specialist is the person responsible for generating organic traffic from search engine rankings.
Their tasks might seem as simple as observing the rankings on specific keywords, but it is not just that. An SEO specialist is often responsible for:
- Research. Finding where the market is, what they look for, who they are, and what the competitors are doing. Task-wise, research also includes keyword research, backlinking strategy, and outreach.
- Building a solid SEO strategy. With the acquired data, they craft a long-term SEO strategy to increase the website's organic traffic. This includes putting together a keyword list and adjusting it to the marketing funnel and team goals.
- Observing, analyzing, improving. Using various analytics tools, an SEO specialist is responsible for maintaining and improving the performance of the SEO strategy. Here the SEO specialist returns to their creative roots but also observes the campaigns, identifies patterns, and comes up with strategies to generate leads.
Now that we know more about the role of a Search Engine Optimization specialist, let us jump into the skills it requires. In the following section, we categorize and present the top skills so that marketers have a clearer understanding of what is required in an SEO position.
Top Skills Required From A Search Engine Optimization Specialist
The ideal skillset of an SEO specialist consists of several technical, analytical, writing, and soft skills.
1. Technical Skills
Technical SEO plays a vital role in marketing. In general, improving search engine rankings requires success in technical aspects like mobile-friendliness, loading speed, and much more.
To identify issues and further improve the website's technical performance, an SEO specialist needs to have at least a basic understanding of website development and/or programming.
A solid example is when an SEO specialist needs to conduct an in-depth technical SEO audit. Such an audit helps in figuring out how the technical aspects of the website affect SEO performance. This can certainly not be done without some knowledge of programming. That is why we often see this auditing being done in collaboration with the development team. But wouldn't technical knowledge save resources and valuable time in this scenario? Certainly, yes.
Companies like yours should always keep in mind these skills when looking for the appropriate SEO agency.
2. Analytical Skills
Let the math jump in the game. A Search Engine Optimization specialist should be able to observe the right data, analyze the performance of SEO campaigns, and utilize this information to increase organic traffic.
We know that there are multiple tools out there, like Semrush, Ahrefs, Moz, and Google Analytics, offering a plethora of features to help you measure content marketing performance. Still, that does not mean that SEO professionals are not called to process that information correctly.
In a nutshell, being a top-notch Search Engine Optimization specialist means having a killer set of analytical skills. Picture diving deep into data with Google Analytics and Search Console, decoding website traffic, user antics, and how keywords are bringing the traffic. These folks are like online detectives, sizing up the competition and crafting strategies based on what's working and what's not.
On that note, SEO professionals need to have data management skills, specialty in using the right tools, critical thinking, and knowledge of risk management. Not to mention mathematics, of course, since at the end of the day, this job is about numbers and how to improve them!
3. Writing Skills
"Content is king" is the motto of most SEO professionals. That is because top-quality content is valued by search engines like Google.
It is no surprise that almost every company that wants to rank high on Google has a blog filled with informative content. In general, blog posts work like a charm in SEO since they can target valuable keywords, provide the right information to your potential customers, and guide them through the buying process.
We have now reached the creative side of a Search Engine Optimization specialist's role. Any professional working in SEO should be able to come up with content marketing ideas and produce content that aligns ideally with the algorithm of the search engine it aims to rank on. Moreover, they should strategically decide on what to write about.
Sometimes, due to the lack of a dedicated editorial team, Search Engine Optimization specialists who "dig" content marketing might even write the content themselves. You see that especially in smaller companies. That is why it is important for them to develop top writing skills as well.
In fact, these pros never stop working on their SEO content writing skills. In most cases, they are content writers with SEO knowledge. But what happens if a writer has no clue about SEO? Then an SEO specialist makes sure to optimize the content for the SEO campaign, working closely with the editorial team. And if companies don't have any internal resources, they team up with individual SEO experts or SEO agencies to help them improve their content strategy and their rankings.
4. Soft Skills
Regardless of the role and industry, we all work with people. Therefore, it is of utmost importance for a Search Engine Optimization specialist to sharpen social skills like communication, teamwork, and active listening, among others. That's how high-performing marketing teams do it.
Such skills not only help in team settings, but also improve SEO performance by enabling the professional to be more precise in their decision making, have detailed knowledge over any campaigns, and take data-based minimized risks.
In detail, some required communication skills can be the following:
- Attention to detail
- Critical thinking
- Speaking and writing ability
- Teamwork mindset
- Goal orientation
- Leadership
It is worth noting that the above list is not limited to the skills mentioned. Anything that can help a team move forward towards a goal can and should be also included.
Key Takeaway
We hope we have covered a large portion of the discussion around the top skills a Search Engine Optimization specialist should have to be successful. Of course, this discussion is constantly changing and developing just like search engine algorithms.
In a nutshell, a person aiming to become a search engine expert should have a variety of hard and soft skills. Hard skills include expertise in using any of the top SEO platforms (Semrush, Moz, Ahrefs, etc.), use of analytics platforms (Google Analytics), and exceptional SEO writing skills.
When it comes to soft skills, it is important to have any type of communication skill that will assist the team in reaching its goals. Skills that support personal improvement and development can also help in an evolving role such as that of the Search Engine Optimization specialist.
Keep in mind the set of skills we mentioned in this article before you collaborate with an SEO agency. Always check the background of the person who will be responsible for your SEO activities. After all, the potential organic traffic will be valuable for the success of your company.
Need help with your SEO and content marketing strategy? We'll be happy to help. Feel free to reach out when you need us!
