If you want to be a first-class SEO expert, you will need to get to the top of your game in certain areas of technology and marketing, and continually evolve and self-improve to stay there! Let’s take a look at the essentials:

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1. Copyright and trademark law

You don’t need to be a lawyer, but you do need a good grasp of how trademark and copyright laws protect intellectual property. Online infringements can have a negative impact on SEO traffic and how Google evaluates a website.

2. Domain strategy and management

You will need to understand the options available to protect intellectual property in the domain space and prevent traffic leaks.

3. Affiliate networks

You will need to be able to identify which affiliates are not providing value in the customer journey or are redirecting traffic away from your website.

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4. Paid search

What is working well in your organisation’s paid-search program and and is your SEO and paid-search aligned on keywords to win top positions?

5. Campaign calendars

It is very important to review your campaign calendar to identify which campaigns will drive search demand and to identify the keyword searches which these campaigns are likely to trigger. There are various providers of professional SEO services who can advise on this, such as https://www.elevateuk.com/seo-services/.

6. Creative

It is useful it spend time with the creative team to brush-up your writing skills and learn from their successful content.

7. Forecasting

To create a sound SEO forecast, we must understand the underlying process for the whole marketing channel forecast and our objectives. There are plenty of training resources available around this, such as https://www.cim.co.uk/event/79180/.


1. Front-end development

One essential skill is to be able to read and review front-end code – it is useful to have a website that you maintain yourself to keep your skills well honed.

2. Load balancing

A good grasp of the way load-balancing technology works to route web traffic will give you a big advantage in SEO.

3. Log file analysis

Analysing a sample of logs on the servers which serve your customers can help you to find valuable customer experience information.

4. Linked data

Linked data goes beyond page linking, with data aggregated from many sources into a single customer resource.

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