What SEO Specialist Skills Should Businesses Be Seeking?
The modern marcomms world, like almost every other walk of life, is becoming increasingly digitised, meaning that having SEO expertise within marketing teams is absolutely vital for any organisation looking to improve its visibility and promote its brand. The vast majority of consumers use search engines – and increasingly GenAI tools – to find products, services and information and if a business isn’t being found, it will struggle to compete. But what are the top SEO specialist skills that businesses should be seeking in their next hires?
Delivering SEO results
While most readers will already appreciate the role and importance of SEO professionals, many businesses still expect their broader marketing team to be able to deliver results in this area without having specific specialisms on board. This is a mistake; SEO is a complex and ever-evolving field and is an indispensable component of any successful marketing strategy and team. Expecting more generalist marcomms professionals to be able to have expert understanding is, to some extent, naïve. However, organisations are increasingly recognising the value of having a dedicated expert on board who can navigate the complexities of search algorithms and digital marketing trends.
SEO can be seen as both an art and a science and requires a high-level understanding of several fields, including content marketing. At a purely business level, it involves enhancing a website's visibility on search engine platforms. This increased visibility leads to higher organic traffic, which is often more valuable than equivalent paid traffic due to its authenticity and cost-effectiveness. BrightEdge research shows that 55% of all web traffic is driven by organic search, making it the single largest digital channel and, according to the Search Engine Journal, 93% of all online experiences begin at a search engine, emphasising the foundational role they play in digital journeys. That means understanding how to raise your profile and visibility is key. HubSpot data suggests that three-quarters of users never even get past the first page of a search. This shows that businesses that aren’t ranking, even if they are performing well on social channels, for example, will face significant challenges in attracting new business, and boosting their profile.
But what SEO specialist skills should businesses be looking for?
Understanding search engines and the latest algorithmic trends is key and not possessing a deep knowledge in this area should be a red flag to any organisation looking to hire. Businesses should also seek technical proficiency and a solid comprehension of website development technologies and methodologies in the likes of HTML, CSS and JavaScript, which will highlight a deeper knowledge of SEO practices.
Expertise in user experience (UX) design is also usually an indicator of a skilled SEO professional. Search engines factor the quality of UX in their rankings meaning that specialists must also account for intuitive navigation and fast loading times as well as tailoring content for different platforms, particularly for mobile audiences.
A balance of creativity and technical specialisms
Equally, SEO also requires creative expertise; crafting high-quality, relevant content that aligns with user intentions is at the heart of the profession. Specialists must be adept at keyword research and be able to identify terms that potential customers are searching for and then incorporate these keywords naturally into engaging content. This requires a balance of artistic nuance with technical prowess to create content that appeals to potential buyers but also meets search engine criteria.
Softer skills
There are other softer skills that businesses should also seek including adaptability and being able to continuously learn. As we have outlined, search algorithms change frequently to improve user experiences and prevent manipulation. The best professionals stay abreast of these developments, monitor the market, and adapt their approach accordingly. This requires a significant level of wider reading and learning to consume industry blogs, forums and communication from the search engine platforms themselves. They must also be able to analyse analytics platforms to gauge success rates and make data-backed decisions. As you may have gathered, the best SEO specialists must have a voracious appetite for content in all different forms to keep pace with a rapidly changing market. By ascertaining whether applicants have this desire to learn, employers will be able to make smarter and more informed hiring decisions.
Equally, organisations should also seek broader communication skills and the ability to collaborate when looking to hire. The role of an SEO specialist will overlap with multiple other areas of marketing, design and IT, meaning they must be able to work as part of a team. They will also need to explain often complex strategies and processes and report on performance to others who perhaps lack the technical knowledge, which requires specific and hard-to-find competencies.
An evolving field
We could go on; SEO is an intense field and roles will only evolve further in the future to incorporate the rising value placed on GenAI tools, and their increasing use in consumer searches. Businesses will also need to consider what type of expert they are seeking. Professionals now specialise in specific areas and different organisations will require technical or local experts, or content marketing professionals, depending on their focus and requirements. Research shows that employers are increasingly struggling to fill skills gaps in areas that require both technical proficiency and soft skills, a category which SEO certainly falls under.
However, if businesses fail to recruit the required expertise, they will struggle to compete. SEO understanding is no longer a nice to have, it’s a critical requirement for any organisation looking for growth, and to enhance its reputation. If you are struggling to find your next SEO hire, our expert team will be able to leverage its broad, international networks and understanding of the market to find professionals with the balance that fits your needs and working culture. Get in touch today to tackle your SEO hiring challenges.
