Search engine optimization (SEO) is the process of improving a website’s rankings in search engine results pages (SERPs) in order to increase visibility and organic traffic. As an ever-evolving field, SEO requires a diverse skillset to stay on top of ongoing algorithm updates and trends. Here are some of the key skills needed to succeed in SEO today:
Technical Skills
- HTML and CSS Knowledge
Having a solid understanding of HTML and CSS is foundational for doing effective on-page optimization. You need to be able to edit title tags, meta descriptions, use heading tags appropriately, and understand how to structure and markup content. This helps search engines properly crawl, index and comprehend pages.
- Web Analytics
Being able to gather, analyze and interpret data is critical in SEO. Key metrics to analyze include organic traffic, rankings, click-through rates, time on site, bounce rates and more. Google Analytics is the most widely used web analytics tool. Expertise in using GA can help identify optimization opportunities.
- Crawling and Indexing
Knowing how search engines like Google access and index websites is important. This includes being familiar with robots.txt files, XML sitemaps, page speed impacts, and how to resolve indexing issues. Tools like Google Search Console provide key diagnostics.
- Mobile Optimization
With more searches happening on mobile devices, having a mobile responsive website is now a prerequisite. Skills like responsive web design, adaptive usability, and leveraging AMP pages can help improve mobile optimization.
- Technical Audits
Conducting regular technical audits identifies problems that may be hindering performance. This involves checking site structure, internal linking, page speed, proper meta tags, alt text, site maps, crawl errors, duplicate content issues and more.
- Link Building
Link building remains a top ranking factor. Skills needed include prospecting for high-quality sites to guest post on, creating linker-worthy assets, executing outreach campaigns, and tracking linking KPIs. This helps earn high value external links.
- Local SEO
For businesses targeting local audiences, optimizing for local search is key. This requires skills like claiming and verifying Google My Business and other directory listings, monitoring online reviews and ratings, and optimizing Google Maps listings.
- Site Migration
When transitioning a website, proper steps are required to maintain rankings. This includes using proper 301 redirects, not blocking URLs, duplicating meta titles and descriptions, managing XML sitemaps, and re-claiming updated GMB and directory listings.
- Basic HTML Editing
Although not required, having basic HTML skills allows you to directly implement on-page changes. Most CMS platforms also have settings for editing title tags, meta descriptions, alt text, etc.
- Google Tools
Mastering free tools like Google Analytics, Search Console, Keyword Planner, Pagespeed Insights, Mobile-Friendly Test, and Google Trends is essential for any comprehensive technical SEO skillset.
Research and Analysis
- Keyword Research
In depth keyword research is the foundation of any SEO campaign. This includes identifying high-traffic, low competition keyword targets, assessing search intent, seasonality, and more. Keyword tools like SEMrush, Ahrefs and Google Keyword Planner are used extensively.
- Competitive Analysis
Analyzing competitors’ websites and marketing efforts provides key insights for your own SEO and content strategy. Looking at their keyword targets, content themes, backlink profiles, and more can help uncover new opportunities.
- Ranking Analysis
Regularly monitoring your site’s SERP rankings for focus keywords is key for gauging SEO success. Tools like Rank Tracker, SEMrush and Moz make this easier. Drops in rankings need to be diagnosed.
- Site Performance Analysis
Monitoring site analytics like organic traffic, new users, pages per session, bounce rates, and conversion funnel metrics is essential. This identifies underperforming pages and opportunities to improve user experience.
- Link Profile Analysis
Dissecting your competitor’s backlink profile helps better understand their link building tactics. This provides ideas for link prospecting and outreach strategies of your own. Link analysis tools include Ahrefs, SEMrush and Majestic.
- Algorithm and Update Tracking
Search algorithms evolve constantly. Keeping on top of new updates and trends via blogs, forums, and Google’s announcements can help identify potential optimization issues to address.
- Persona and Intent Research
Understanding your target audience’s needs, behaviors, and intent around search queries assists in optimizing content for relevancy. Customer surveys, web analytics, and keyword research provide insights.
Content Creation and Optimization
- Content Strategy
The foundation of any successful SEO campaign is quality content optimized around keyword and user intent. Skills include developing blog topics, pillar pages, videos, and other assets that attract organic traffic.
- On-Page Optimization
Applying on-page best practices helps search engines properly interpret and rank pages. This includes optimizing titles, meta descriptions, headings, image alt text, content structure, internal linking, schema markup and more.
- Copywriting/Editing
Writing compelling, insightful and reader-focused content that also incorporates target keywords is an essential skill. Proper editing and proofreadingmaintains quality standards.
- Multimedia Content Creation
Adding visual content like images, graphics, videos, and live streaming broadens content formats. This expands audience reach and search visibility with multimedia queries.
- Optimizing for Voice Search
Voice search optimization skills include using natural language and conversational queries, succinct answers, and optimizing for featured snippets opportunities.
- Localization and Translation
Adapting content for international and multilingual audiences expands reach. Skills like writing for localization and translation, international keyword research, geo-tagging pages, and adapting for cultural nuances are key.
- Optimizing for Specific Ranking Factors
Targeting specific ranking factors and metrics helps pages gain visibility for certain keyword themes. This includes optimizing for rankings in People Also Ask boxes, video carousels, news sections, image search and more.
- Optimizing for Featured Snippets
Writing content that comprehensively answers common user questions can help gain featured snippets. Skills include using FAQ schema markup, writing succinct answers, and targeting unanswered questions.
- Landing Page Optimization
Improving landing page experience and performance helps convert more organic traffic into conversions. This requires skills in copywriting, conversion optimization, A/B testing, page speed, etc.
- Creative Link Building Tactics
Securing high authority backlinks remains essential for rankings. Creative link building skills include providing unique value via resources like online tools, data studies, surveys, and interactive content formats that get referenced.
SEO Strategy and Management
- Competitive Gap Analysis
Analyzing where your website trails competitors in terms of organic rankings, traffic, and links helps identify “gaps” to close. This informs content and link building priorities and benchmarks.
- Reporting and Presentations
Communicating insights, performance metrics, and optimization recommendations to stakeholders is key. SEO reporting skills include data visualization, articulating technical issues in layman’s terms, and crafting strategic presentations.
- Campaign Management
Properly scoping, budgeting, planning resources, and executing SEO initiatives is important, especially for large websites. Campaign management skills include using project management platforms, delegating responsibilities, and delivering on timelines.
- International and Multilingual SEO Strategy
Adapting SEO strategy for international markets requires skills like identifying geo-targeting priorities, optimizing for local languages, building location-relevant links, and tracking unique KPIs.
- Ongoing Optimization
Continuously optimizing and improving pages over time maintains and builds rankings. Tactics include expanding content depth, refreshing old content, earning new links, improving page speed, etc.
- Aligning SEO with Business Goals
SEO managers align initiatives with broader marketing and business goals. This requires skills in articulating SEO ROI, forecasting growth from organic channels, and gaining executive buy-in.
- Conversion Rate Optimization
Beyond rankings, SEO managers need to optimize pages and content to improve conversion rates. Tools like Google Optimize, user testing, and analytics help improve lead gen and sales from organic traffic.
- Managing SEO Teams and Agencies
SEOs managing a team or agency need added skills in workforce planning, hiring technical talent, developing processes and documentation, and performance management to deliver results.
- Crawling and Indexing Diagnostics
Diagnoses why pages aren’t properly crawled, indexed or ranking requires skills like unpacking robots.txt issues, inspecting URL parameters, fixing duplicate content problems, resolving technical obstacles, and facilitating re-crawls.
- Tying SEO to ROI
Calculating the revenue and cost savings driven specifically from SEO helps demonstrate substantive ROI. This is done by measuring goals like sales, leads, signups, lower CPA, higher retention etc. attributable to organic channels.
- Aligning with Organizational Objectives
SEO managers need to align SEO initiatives and priorities with the broader organizational goals, missions and cultural values. This ensures collaboration and shared objectives across departments.
- Managing Agencies and Contractors
SEOs working with or managing external agencies/contractors need skills to oversight campaigns, provide direction to deliverables, integrate work across internal teams, manage contracts and budgets, and measure performance.
- Presenting at Executive Level
Gaining executive buy-in for SEO programs requires the ability to craft strategic presentations focused on driving business growth. Quantifying value via data, benchmarks, forecasts helps secure resources.
SEO Software and Tools
- Google Analytics and Search Console
Mastering Google’s free analytics and performance tools provides critical data for analysis and diagnosing technical issues affecting performance. Understanding how to leverage these tools is essential.
- Rank Tracking Software
Tools like SEMrush, Ahrefs, Moz and BrightEdge help track website rankings for target keyword lists. Rank tracking allows monitoring optimization success and diagnosing losses.
- Crawling Tools
On-page analyzers like ScreamingFrog, DeepCrawl and SiteBulb provide granular technical SEO audits to identify specific site issues to fix, optimize pages, and improve site accessibility for search bots.
- Link Analysis Tools
Link building research requires tools like Ahrefs, Majestic and SEMrush to analyze competitor links and find new link-building opportunities. This provides context and intelligence to execute link outreach.
- Keyword Research Tools
Uncovering high-potential, low competition keywords that align to business goals requires keyword research tools like SEMrush, Ahrefs, Moz, or Google Keyword Planner. Expanding keyword targets is the basis of SEO.
- Content Optimization Tools
Tools like SurferSEO, Clearscope, and MarketMuse help optimize existing or new content for keywords, readability, semantics, and user experience – which bolsters rankings and engagement.
- XML Sitemap Generators
Properly structuring XML sitemaps for complex websites requires XML sitemap generator tools. This helps search bots efficiently crawl larger sites.
- CDN Tools
Using content delivery network (CDN) tools like Cloudflare speeds up page load times. Faster sites improve user experience and page rankings.
- Ranking Factor Analysis Tools
SEO tools like RankSense and RankScience reveal the most influential ranking factors (like links, keywords, pagination, etc.) causing pages to rank well or poorly. This provides optimization insights.
- Site Technical Auditors
Crawling tools like DeepCrawl, Screaming Frog, and Sitebulb provide in-depth technical audits of site health and identify issues (like crawl errors, 4xx/5xx status codes, etc.) hampering performance/visibility.
Soft Skills
- Creativity
SEO often requires developing innovative solutions to gain visibility in increasingly competitive SERPs. Thinking creatively helps devise tactics that competitors miss.
- Analytical Thinking
Success in SEO relies heavily on gathering, analyzing, and interpreting data to uncover insights to drive strategy. Strong analytics skills are indispensable.
- Teamwork and Collaboration
SEO is rarely done in isolation. You need to work and collaborate cross-departmentally with content creators, designers, developers, etc. to implement optimizations holistically. Being a team player is key.
- Leadership
SEO managers need strong leadership skills to spearhead strategy, manage teams, gain buy-in across stakeholders, and lead by example with professionalism and integrity.
- Project Management
Juggling multiple projects, tasks, resources, and priorities is standard in SEO. Strong project management skills help accomplish goals within defined constraints.
- Communication and Presentation
Explaining technical SEO issues and presenting data in compelling ways to non-SEO professionals is mandatory. Strong communication skills results in wider adoption of recommendations.
- Research and Investigation
The ever-changing SEO landscape requires staying on top of the latest trends, strategies, and algorithm updates. Strong research skills help continuously expand knowledge.
- Time Management and Prioritization
SEOs need to balance a spectrum of tasks from technical to content to outreach while delivering on deadlines. Time management and prioritization is imperative.
- Problem Solving
When issues arise like declines in rankings, visibility, or site performance, SEOs need strong problem solving skills to diagnose and address the root causes.
- Adaptability
As Google’s algorithms evolve, strategies must adapt. SEOs need to adjust initiatives, learn new skills and modify best practices to pace with changes.
- Attention to Detail
Many technical components of SEO require meticulous attention to detail, like ensuring proper page markup, formatting meta titles correctly, eliminating duplicate content, etc.
- Business Acumen
Understanding the client’s business, their competitors, and high-level goals helps shape an SEO strategy tailored for their industry and objectives. Business acumen is vital.
- Lifelong Learning
The SEO skillset requires constant development. With new techniques and best practices emerging, being a lifelong learner through courses, blogs, forums etc. keeps skills sharp.
Key Takeaways:
- Mastering both technical skills like on-page optimization, link building and SEO tools along with soft skills like analytical thinking, project management and teamwork makes for a well-rounded SEO professional.
- Expanding expertise across research and analysis, content creation, strategy and management allows SEOs to advance in their careers.
- Given how rapidly the industry evolves, being a lifelong learner and maintaining creativity and adaptability will ensure an SEO practitioner can stay on the cutting edge.
- While intimidating at first glance, SEO skills can be developed incrementally over time through proactive learning, staying abreast of updates, analyzing competitor successes, and optimizing websites.
- Organizations would benefit by investing in thorough SEO training for their employees and maintaining a skilled SEO team to maximize visibility and conversions from organic search.
