Looking for a career in Digital Marketing? Want to find out if you have the skills to work in SEO aka Organic Media? In my last blog post we looked at the six skills you need to work in Paid Media. So, what does it take to be a great SEO Manager? Let’s look at some of the skills that make a great SEO specialist.
Being able to communicate is a skill that pretty much every CV I have received has written on it somewhere. Think who is your audience? How are you communicating with them? It’s not just verbal or written its physical. If someone can’t understand your presentation because its full of jargon and acronyms, you’ve failed to communicate your message to them. Clear, concise diction, using terms where necessary with an explanation. Listening to what they are saying to you and responding to that feedback. Showing them, you have understood. A poorly written piece of comms can undermine your work. How will they pass on your message? Confidence in your responses and build the that trust. Audience is key in Digital Marketing but remember your audience isn’t just the end user, its everyone you are presenting too as well as those you are targeting.
“Take time to get to know people. Understand where they are coming from, what is important to them.”
Beth Comstock, CMO of GE
Organic roles are really suited to those who tend to straddle the two hemispheres of the brain. Enjoying both the creative and analytical aspects of the role. Being analytical is a core skill of a Digital Marketer for Paid and Organic channels. Within the Organic realm you are analysing data over a much longer term. Viewing results and traffic over a 2-6-week period, in order to make informed decisions and look at how the campaign is working and the recommendations you want to make.
Creativity is where it really all comes together in SEO. An understanding of the role organic tactics plays, the data and audiences you are trying to reach and the creative way you can bring each of those elements into the game. Thinking how to target your approach to engage with your audiences. Build their trust and buy in with the brand. Use your tools to create clever copy. Humour, emotion, culture etc. are great building blocks when creating engaging campaigns that help you stand out from the crowd.
A curious mind is a wonderful thing! A desire to understand how things work and what changes you can make to improve results and make a difference is a crucial part of working in SEO. Digital marketing is an ever-evolving industry with goal posts being moved by Google. SEO specialists are constantly learning as the channel evolves. Research is pivotal and a curious mind loves to delve and gain insight into competitors and the market. Whilst keeping ahead of the curve, benchmarking against industry best practice, the impact changes and updates have on campaigns and the how and why will make you the most effective channel manager.
“The important thing is not to stop questioning. Curiosity has its own reason for existing”
5. Strategic Thinking
SEO has a wide range of tactics. Understanding the audience, the action you want, and the result is all part of a recipe. Its intricacies can vary from the simplest to a more complex list of ingredients. Seeing the bigger picture. What other marketing channels are being used, the decision-making process and the different goals each level of the business has and how does that feed into their objectives.
With the industry continually evolving and unexpected challenges coming from all different directions, having the determination to meet those challenges and changes head on and overcoming them is a trait you want to turn into a skill. It will pay dividends in the future and help you accomplish your goals in the future. A thick skin also helps when you’ve spent hours researching and creating a fantastic strategy that is then rejected. Taking a different approach and perhaps introducing your ideas in bite sized chunks as rapport and trust are built. Don’t give up. Just approach it in a different way.
There are many more that could be added to the list, but these will certainly make you a better digital marketer and SEO specialist. If you are interested in a career in digital marketing check out our academy page, it might just lead you to the career of your dreams.