Have you ever wondered why so many top SEO digital marketing experts can’t develop a simple online marketing strategy that produces a return of investment for their clients?
Well, you are not alone wondering that. And ten years, I was thinking the same. That question has not just kept me up at night; it also prompted me to start the journey that eventually became my passion. Brining return to the investment of my clients was my goal from the very beginning.
SEO skills are not achieved simply by reading a book; you have to go through lots of practice before you get there. To help you get there faster, we created this top 10 list of SEO skills you need to become an expert that brings business to your clients.
The Top Ten SEO Skills You Need In 2021 Are:
- Motivation to learn.
- Passion for what you do.
- Research Skills.
- Understand Google Core updates.
- Analytics interpretation skills.
- Social Network trends discovering skills.
- Planning Skills.
- Effective reporting skills for complex metrics.
1 – Motivation to Learn:
Passion for learning is a great skill in life, no doubt about that. Bringing that motivation to your daily job gives you the advantage of keeping you well informed about the digital marketing trends, do’s and don’t’s.
The online marketing industry changes fast. What is good today might not be relevant in one year ahead. Knowing this will pushes you to maintain good sources of information relevant to SEO. Your motivation must satellite around your business goals. These goals are supposed to represent the success of your clients. Follow the experts that are known in the industry as such. Learning is great, but you need to take care of what you learn, and greater still, from who you learn it. Here you have a list of websites to help you learn and keep your motivation on the right track:
- Search Engine Land
- Search Engine Round Table
- SEO Starter Guide By Google
- SEO Learning Journey By Moz
- Keyword research Definitive Guide BY Backlinko
2 – Passion for what you do:
It is said, passion drives progress. Online Digital Marketing progress means being effective. But to be effective, you need to remain focused and motivated. When you add passion to your digital marketing efforts, you need to aim that power towards the right targets and objectives.
Among all SEO Skills you can get, passion must remain all the time. The moment you lose your passion, at that same moment, your motivation dies. There is nothing worse in online marketing than losing your passion and getting frustrated by your poor results. Yet there are some things you can do to Keep your self passioned and focused for the long term.
- These are 10 things you can do to keep your passion for SEO:
- Understand there is no such thing as a perfect SEO plan.
- Each SEO strategy will perform differently; some will do great; others will do just fine.
- Be realistic on your SEO strategies Goals.
- Keep good and honest communication with your clients.
- Use your Twitter account to add all major SEO experts in the world.
- Interact with SEO Facebook groups.
- Read Google SEO latest news and, when possible, participate in those events.
- Take your girls friend or boyfriend to the movie theatre and forget about SEO for a few hours.
- Do NOT check the site metrics every minute, hour, or day. Let it mature for a week at least.
- Read these ten tips for keeping your SEO passion every day!
3 – Research Skills:
The internet is a library fill with information that is extremely beneficial to a business. Your SEO skills will rise to the top if you can research topics the right way. To start, you should always be familiar with the relevant keywords in the subject area of your target content.
Research is important when executed properly. Research can include reading relevant articles, spending hours in forums, and even watching YouTube videos. Yet all of that is useless if you don’t know what exactly your target audience needs from your content. We can translate this into a waste of time or a well-invested time.
The result of your research skills might not be bad. But it might be not for the right targeted audience of your client. Here lies the key to having an excellent research skill: that you understand the product to be offered, the audience to whom you are offering, and the expertise involved when creating the content, website, video or whatever it is you are researching.
Research in SEO experts is a daily task. A good SEO guy will research almost everything. Even when you think you know it all. When you consider yourself an SEO expert, you check for changes or updates that you say you know from time to time.
Now, lets offer you a list of 10 key indicators that you have good research skills for SEO:
- Know the product or service.
- Understand your client’s goals.
- Identify the buyer persona.
- Locate the sources from where the best information can be farmed.
- Latest trends around the subject of the research.
- How the major search engines rank the best type of content for that topic.
- Identify the best length of the content for that particular research.
- Is it worth it to research that topic?
- Which enriching type of content can be considered for that subject.
- Which Latent Semantics Keywords are needed.
4 – Understand Google Core updates:
Around 500 algorithm updates runs per year on the Google search engine. You can track those major update on this page. Yet, not all those updates are core updates. Core updates are the ones you need to care about the most.
Most core updates are changes you can’t easily identify before your website gets affected by it. Some might hit nicely, while others might take away a big chunk of your traffic. After reading these few words, you surely noticed the importance of understanding Google Core Updates.
The better you understand them, the less you might freak out in a Monday morning metrics’ check. But, how can you understand these core updates of google?
How to Understand Google Core Updates?
First, you need to know that these updates of the Google search engine’s core algorithm improve the search result pages offered to Google users. The reason behind this can get more simple: it is a business!
You and I are Google workers, indirectly. As SEOs, we strive to provide better content to the users, yes. But also to the search engines bots. Those bots need to understand our content, rate it as “good”, and place our web pages in better ranking positions after some other major internal checks inside Google ranking algorithms.
Did you get it? Let us have it clearer: we work to convince Google, and other search engines, that our content pages are great and deserve to be on the top of the list.
On the other hand, search engines like google try to protect their business, giving the searchers content that they can use. By doing so, Google, for instance, keeps the searchers searching, meaning, using Google page. This audience then presents a wide range of ads with offers and services that Google sells to third-party businesses.
Now you understand why these core algorithms are important. Is not Google not wanting you to rank on first pages, is your content not having what Google interpret as what the searchers are looking for.
In a nutshell, your SEO skills are incomplete if you don’t understand Google Core Updates. But not after reading this!
Websites where you can follow up with Google algorithm updates:
5 – Analytics interpretation skills:
Understanding the data you collect and analyze what you see requires more than just knowing what’s there. Having an analytical Skill works perfectly with SEO. It would be best if you had this SEO Skill tamed and shaped. Your most important decisions should be made out of this SEO skill in terms of your client’s interest.
Google offers us SEOs, a free set of tools for interpreting what is going on with our marketing efforts. Also, Facebook and other platforms, but none like Google analytics tools. Its important then to know how to use those analytics to mould our digital marketing strategies. SEO skills without Analytics interpretation skills are like walking with a broken leg.
Sometimes you don’t need a tool to spot a problem in your website or content strategy. All you need to discover the weak point is to have the right mindset. There is where your interpretation skills analyse what you see. Out of that analysis, we decide what to do next.
Our analytics interpretation skills feed our SEO skills and make them effective. You need to master this skill set, for you need them every day with your workload.
There are some websites you can visit to master your analytical interpretation Skills, that ultimately will boost your SEO Skills to the up level.
List of 5 websites you must visit to master your analytics interpretation skills:
- Learn analytics with free online courses By Google.
- Harvard Business Analytics Program.
- Measure School.
- Analytics Insights.
Having read the above, now you need to list the analytics skills you need to dwell among your Best SEO Skills. Let’s get right into it:
Top 10 Skills Every SEO Analytics Expert Needs.
- Focus on Key Performance Indicators
- Understand the main 4 types of analytics methods
- Data processing
- Analytics reports
- Using dimensions
- Tools available
- Core business mind skills
- Data visualizing.
- KPI driven decisions.
- Attention to details.
It won’t be fair to have the list and doubt that you do not understand what these 10 Analytics skills mean for complementing your SEO Skills. Having this in mind, we better go over each concept.
1. Focus on Key Performance Indicators:
KPIs are important for your business and SEO as well. They are what separates a successful SEO and poor SEO. KPIs are metrics that give you insights and information about your online marketing and SEO campaigns. The indicators vary across industries, but most of them remain pretty standard:
- Conversion rates
- Organic traffic
- Clicks per visit
- Total visits per month
- The average cost per click
- Clicks through rate.
- Cost per conversion.
- Time on site
- Ranked Keywords
- Drop rate
- Domain rating, among others.
2. What Are the 4 Types of Analytics?
The main 4 types of data analysis include the following:
- Descriptive Analytics
- Forensic Analytics
- Forecasting Analytics
- Prescriptive Analytics
While you work with data, you will surely use one or two, if not all four of the above types of analytics methods combined with your SEO skills.
3. What is Data Processing?
Data processing is the act of collecting and analyzing data for the purpose of planning, testing, forecasting, managing, etc. Data processing takes place through a variety of techniques that include:
Using technology ( computer software, hardware , and tools to collect data).
People interaction to collect and interpret information.
Bringing data processing into SEO, online marketing, and online business strategy, force us to know how this data gets processed.
How data gets processed for SEO purposes?
Once the data reaches our storing tool, it doesn’t remain stored there but goes through a processing engine inside Google Analytics. The processing engine represents the master engine of Google Analytics.
Our raw data gets processed there, afterwards gets divided into sessions, based on the user scope. Also, our data moves through several filters. Once the data completes its journey thru Google Processing Engine gets segregated according to the results obtained and presented to us as KPIs in our Google Analytics dashboard.
Up there you have another golden SEO Skill you need to succeed on your SEO career.
4. How to Use Analytics Reports the Right Way:
Your SEO success got to get measured. Keeping your SEO strategies tracked allows you to filter out things that bring no good results. The SEO Skills that you need to be careful with is the reporting. Presenting good performance metrics with a confusing report can lead to losing the client. You better get this right now, before presenting your next Analytics report.
Report your results can determine your next year of the contract. You need to present to your clients what they need to see, not you consider they need to see. To get this info from your clients, you need to pay attention to the meetings with them. Check what they are paying attention to, and they’re indicative of progress. Having this feedback from your clients might help you present reports tailored as your client’s expectations.
You need to analyze every single piece of information, including them. For in your client’s chosen indicators of performance lies the key to a successful business relationship.
All the aforementioned tools offer different capabilities you can use following your SEO needs. Never ignore the importance of a good and understandable reporting process, for this is a vital ingredient in your SEO skills you need to master.
5. How to Use Dimensions in Analytics?
Part of your SEO skills needed is the ability to use dimensions. This is not the most important SEO skill, but it influences your effectiveness on SEO analytics report skills.
When using dimensions you need to know how to set them correctly in your Google Analytics dashboard. For this we follow Google Support Guidance:
How to set up custom dimensions?
- Login to your Google Analytics dashboard.
- Click Admin, and select the property needing the custom dimensions.
- Go to the Property column, click Custom Definitions, then Custom Dimensions.
- Click on New Custom Dimension.
- Give it a Name. It can be any string, but we recommend using something unique for not to confuse it with any other dimension in your reports.
- Now select the Scope.
- Choose to track at the Hit, Session, User, or Product level.
- Then you need to check the Active box to start collecting data and see the dimension in your reports right away.
- The last step, click on Create.
How to set up custom metrics?
- Log in to Your Google Analytics.
- Click Admin, and move to the property where you want the custom metrics.
- In the PROPERTY column, click Custom Definitions, and then Custom Metrics.
- Here you need to click the New Custom Metric button.
- Please give it a unique name. Again, it can be any string, but keep it unique.
- In the Formatting Type menu, select either Integer, Currency, or Time. The integer can be any number. The currency type will match the view settings (i.e., USD, Yen, etc.) and should be entered as a decimal number. Please specify the time in seconds, but it will appear as hh: mm: ss in your reports.
- Activate the Active box to start gathering data to see the metric in your reports.
- The last step, click Create.
6. What Are the Tools Available For SEO Analytics Reports?
There are several tools you can use for reporting your analytics data, among them we can list out 5 major tools used for reporting.
Top 7 Best Tools For Analytics Reports:
The best seven tools for analytics reports are:
- Google Analytics Custom Reports
- Google Data studio
- Microsoft Power BI
- Zoho Analytics
- Microsoft Excel
7. What Are Core Business Mind Skills?
Entrepreneurs and freelancers share one goal in mind. They want to make money. That is the core of businesses globally. To reaching that goal, business owners hire experts to help them achieve this goal.
You, as an SEO Skilled person should know these important key business skills. We need to own this business-minded skill. Otherwise, our clients don’t have confidence in hiring us for their business.
Having business core mindset skills means being aware you are making business first, then you are doing SEO. The key to success and in the industry you are is not predicated for what you do, but the business midset you have to do what you do.
Having the mind of an employee won’t help much. An employee works for the salary, but you work for your business in the agreement of service with other businesses. Here you should have your motivation to stay focused on your business goals. Furthermore, you need to align your business goals to your clients’ business goals, by pointing them both to the same directions, when you grow, your clients grow, and when you fail, well then its time for a check on your SEO skills.
Now here you have SEO Expert takeaways:
Top 8 Core Skills to Master a Business Mind
- Timing Decision Making.
- Fresh Ideas and Business Objectives.
- Problem Solving Thinking Structure.
- Planning the Strategies.
- Take Controlled Risks.
- Constant Market Research.
8. What is Data Visualization?
Having the ability to visually represent the performance of a business on different metrics and dimensions is vital. When it comes to SEO Analytics reporting skills, having the knowledge to quickly visualize the data is crucial.
Data Visualizing is the ability to visually represent the Key Performance Indicators ( KPIs ) of a website or business. The visualizing skills can help in generating ideas and identifying which KPIs are most critical for the business.
Sometimes you got to correlate other data that is not part of your analysis. in an effort to understand how your business performs on various data segments. Afterwards, you can develop better marketing plans.
Which brings us to our ninth SEO skill for mastering analytics reporting.
9. KPI Driven Decisions.
All Your Online Marketing Strategies should come out as the results of analysing your KPIs. So do not start marketing campaigns without first analysing your KPIs. Is because of not understanding the business’s performance indicators that online marketing campaign fails.
This is called educated marketing decisions. You first study the KPIs, then you gather the team together and elaborate on the next online marketing strategy. Not the other way around.
10. Attention to Details is Vital to be part of Your SEO SKills:
Your SEO Skills are to its lowest level if you don’t pay attention to details. The most important aspect of SEO is making decisions based on metrics. If you don’t pay attention to details among those metrics, then you will end up wasting your time and money from you or your clients.
In the details are hidden things, like why the bounce rate is that high? or why are readers not engaging with your content on pages?
Are details that give you better insights for your business plan or marketing campaigns. Next time you analyze a report, take notice of the details and consider them.
What are the most important details to pay attention too on your SEO Skills?
We will list ten of them here, but are many and you should individualize them all according to each of your clients.
Top 10 Most important details you should pay attention to:
- Site loading time.
- Content relevancy.
- User journey on site.
- User experience and user interface.
- Image quality.
- Rendering blocking scripts.
- Unneeded Code like CSS and JS.
- Site browser cache policy.
- Website navigation.
- Website mobile usability and performance.
6. Social Trends Discovering Skills You Need.
You need trend discovering skills for understanding the difference between people’s behaviours and their intentions. For your SEO skills is useful to know how to find what works for the search engine and how to use it to your advantage. But, an SEO expert needs to discern the times and the momentum of social trends.
Failing to recognise social trends might make you create content about a topic that is now working anymore. Social trends are different than regular content creation for your social networks. You can perform Search Engine Optimization tasks. But you need to be able to spot these trends because social signals are considered ranking signals for your website.
Working with the social manager and the rest of the marketing team is important to get the most out of the social trends. Marketing brainstorming is a must in this stage. You can have the best SEO skills, but your ideas might not be enough, you need to brainstorm the trends.
Regardless of your digital marketing background, there is an important Social trend discovery skill set you need. These skills are the pillar you will use to build over your SEO skills or digital marketing skills. Now let’s go right to them.
10 Social Media Skills Every SEO Expert Needs:
- Writing skills, I know you don’t need more explanation about this.
- Creativity, an SEO without creativity, is like a magician without a wand. No magic!
- Communication skills, you need to keep the connections fresh and effective.
- Social KPIs analytics are not the same as regular SEO analytics; thou some are the same.
- Good organizational skills, having the content strategy updated is key.
- Fast response time, for some time, you need to leverage a trend that won’t last long.
- Connection creation skill, many are the influencers ready to work with you, but you need to create the connection first.
- Caring for the audience, having followers or subscribers means that you might have your potential sales or conversions.
- You need to monitor the social media activities, here the core foe finding good social trends.
- Teamwork, optimizing websites requires a lot of work and dedication. Your SEO skills will be focusing on that. But you need social signals for better rankings, for this reason, you need the social media manager, the designer, the content writer etc. If you are executing all about social media campaigns, your organizational skills will play a key role.
7. Why Are Planning Skills Important?
In fact, the most important factor to remember when thinking about planning skills is that you need to have control over the progress of any digital marketing skill. Your SEO skills are tested in the planning skills. Failing to plan effectively for the future can be a serious mistake.
You need to manage your tools, time, and resources needed to reach a business target. Also, for reporting, it is faster to pull a report from an existing planned strategy than start creating the report from scratch every month.
Now, planning skills are not the same as strategy skills.
Differences Between Planning and Strategy Skills:
A strategy talks about knowing your business environment to decide then what to do. The strategy requires milestones and detailed process of how to reach a determined goal. On the other hand, planning helps you use your resources correctly and understand the actions you need to take all inside the strategy. In a nutshell, the difference between planning and strategy is that your strategy houses your plans, not the other way around.
Which Skills Are Most Important in Planning?
For keeping your SEO skills tuned with the end goal, organization, teamwork, responsiveness, proactivity, creativity, and commitment are the six ingredients for your planning skills needs.
The most important skill of all is the one you need the most in a determined event. There is no one better than others; all six are important. But you will find your self using them one more than others based on a particular event planning or execution.
The most important planning skills are six:
8 What Exactly is Methodology?
For Digital Marketing methodologic is the logic behind strategic planning. A set of rules and organized steps determine how and what the marketing team should use their time and resources.
The methodology is a repetitive process, and it is designed to keep the team focused on the tasks. This process also determines the progress of the strategies. Your SEO skills require a methodology. Everything about online marketing satellites around a methodology: when the marketing team follows a methodology, they will not be wondering how to do what. They will follow the methodology created to execute the marketing strategy, and the progress will not get stuck along the process.
What are the types of methodology?
There are different methodology types, which you may need to check before you start to create an online marketing strategy. We will cover there most important types of methodology for online marketing:
Personal methodology: This type of methodology refers to a person’s methodology for doing their work. Here you can include your self because your methodology will be shared and exposed with your colleagues.
Team methodology: Your methodology and your colleague’s methodology need to work in accord. Here the individual methodologies get together to reach the completion of a task faster. Team methodology is how businesses succeed, for they get their teams aligned in a strategy aiming to a particular goal.
We can also apply methodologies to corporations and everything else you might think. For methodologies helps processes to be learned faster and become more effective eventually.
Traditional Methodology and Modern Methodology:
Since online marketing is constantly changing, the methods and approaches to reach a goal varied thru time. Eventually, the methods changes to adapt to new market demands.
What is Traditional Methodology?
Referring to the old ways, a traditional methodology is the type of methodology marketing experts keeps using, even when the method comes from 1980. It does not mean that it won’t be effective; it is just old. Knowing that digital marketing changes frequently, probably you might need to revise the methodology. There might be an update.
What is Modern Methodology?
Modern Methodology is tested on the fire of effectiveness. It can be a new way of doing something, but if the methodology does not work, you better don’t use it. Modern methodologies are steps and tools that get something done faster and better. You want to match your marketing plan with a sound modern marketing methodology. Otherwise, your SEO skills might not be on the right track.
9. Effective Reporting Skills For Complex metrics.
Data is a word that you can be familiar with, but not your clients. Like this word, many others. For every industry, there is terminology. Once you get exposed to that terminology, two things can happen:
- You feel comfortable because you are familiar with it.
- You start thinking; what in the world is he talking about?
Regardless of your understanding of an industry, you need to present reports that anybody can read and understands. Reporting is a must-have SEO skill we have to master. This skill of reporting got to work responsively too. Meaning that it needs to adapt based on the people you are reporting to. As mentioned above, keep the metrics in the scope of your client’s needs. Don’t overwhelm them with numbers and charts that they don’t need. Go directly to the metric they need and present it like it is for a 15-year-old person.
If you read about readability, you know that fast read means fast understanding in SEO.
What Are The Reporting Skills?
Reporting skills are a combination of the following:
- Excellent writing.
- Good storytelling.
- Friendly design or layout.
- Data Gathering.
- Good timing.
What Are the Qualities of a Good Report?
Reports are born out of two needs:
- What the hearing party needs to listen.
- What the reporting party needs to report.
When keeping the reports framed inside those two needs, you will always present good reports.
However, there are 14 qualities determining how good a report is:
- Effective idea communication
- Appealing to the eye
- Data management
- No content stuffing
- Controlled information
How can I improve my reporting skills?
You can start by interviewing the hearing party. From that meeting, you should pull information about your client interest or your boss interest. That is the core of your reporting; you don’t want to report only what you consider they need. You must comply with the other party needs.
Part of your SEO skills is your methodology. Then you should apply that SEO skill to your reporting skill. Create a roadmap for reporting, use as a per-client basis. If you are reporting to your boss, then keep one template for reporting to him or her. Please don’t come up with different layout everything, for they might get confused.
To improve your reporting skills follow this guidelines:
- Get Ready Prior Reporting.
- Keep Yourself Relaxed.
- Look at Everyone in the Room For no More Than 3 Seconds.
- Answer the Questions Calmed, But Not Too Slow.
- To Fast Talkers Ask Them to Slow Down.
- Introduce Yourself to the Participants You Don’t Know in the Room.
What makes a bad report?
When reporting information not relevant to the subject at hand or writing about sensitive topics or people, you must consider whether your report will contribute to the overall target. So before you report any information, check the facts against your focused topic and make sure it will contribute to the matter’s overall report.
- A bad report exposes difficulties but never offer information for solving the problems.
- A bad report focuses on the weaknesses instead of in the strengths.
- A bad report discloses what is wrong rather than providing needed changes to right the wrongs.
You don’t need to do SEO for too long to find out how important this 10 SEO skill is.
Here’s the deal with SEO: the best way to improve your performance and results is by doing minor fixing in the back-end of a website. That has more control over the optimization for search engines and also the data collection.
You can always assign the coding tasks to the developing team. Thou yes, they know how to code, they might not know about technical SEO. There is where you might need to teach them. If you don’t know how to do it, you might have to wait days or weeks to fix something that can be fixed in minutes.
Based on the website’s framework, technical SEO might require more advanced knowledge to solve a problem. So, before assigning the coding tasks to the developing team, you should check what they can do versus what you can do.
There are several online editors you can use to master your developing skills and match them with your SEO skills.
Here a list of five free online editors you can use:
SEO Skills Final Words
You don’t get to master all these SEO skills in one read. If you want to become a better SEO expert, you need to treat this article as a guideline, a roadmap to publish your digital marketing skills. eventually you will find yourself with enough experience to create your career successfully.
Remember, there are 10 Key SEO Skills You Need:
- SEO Skill – Motivation to learn.
- SEO Skill – Passion for what you do.
- SEO Skill – Research Skills.
- SEO Skill – Understand Google Core updates.
- SEO Skill – Analytics interpretation skills.
- SEO Skill – Social Network trends discovering skills.
- SEO Skill – Planning Skills.
- SEO Skill – Methodology.
- SEO Skill – Effective reporting skills for complex metrics.
Inside each of those SEO skills you find other skills. combination of all these skills creates in you a better SEO expert. If you need guidance and consultation, feel free to contact us on mobile or by any of the social networks exposed below.