9 Important Skills You Need
to Be an Expert SEO Analyst
The SEO analyst position is one of the most demanding positions in the field of digital marketing. When you work as an SEO analyst, your clients rely on you to offer the solutions that will help them achieve their business goals.
As proper SEO is an inevitable part of digital marketing success, the need for highly skilled SEO analysts in any organization cannot be overemphasized.
Because of this, SEO analysts must have a well-rounded skill set across a variety of areas to be successful. This article explains the key soft and hard skills needed by an expert SEO analyst.
1. Practical Experience with a Wide Variety of SEO Tools
As an SEO analyst, you are expected to handle tasks such as content and page optimization, keyword and competitor research, link-building, technical optimization wherever necessary, and analyzing website performance. All these responsibilities require some basic tools like Google Analytics and Search Google Console.
A practical understanding of how each tool works is crucial and will be needed to generate tangible SEO results for any organization’s website. For example, expert SEO analysts need to analyze a website’s backlinks and competitors’ backlink profiles regularly. To automate this process and react fast on backlink status changes or search engine updates, they usually use SEO tools like Ninja Reports Backlink Checker. This tool scans selected URLs and displays every website that is linking to your website, along with details on the type of content, link authority, link toxicity, and other crucial backlink information. To protect your SEO and brand, you can do this to get rid of harmful backlinks.
2. Analytical Skills
The ability to use analytics tools and software to learn more about SEO operations is essential for professional SEO analysts. Also, you need to have a fundamental understanding of your company's Key Performance Indicators (KPIs) to evaluate your SEO efforts consistently.
Ideally, you must also be capable of analyzing how people are using search engines. You will produce more optimized and focused content to entice both your audience and search engine algorithms if you have a genuine interest in understanding user psychology and user behavior. When going through your SEO checklist, it's crucial to keep track of your accomplishments and mistakes for better results.
3. Critical Thinking
Google and other search engine algorithms are getting more difficult to fool. As a result, SEO analysts must possess a detail-oriented mind and the capacity for critical thought. What raises the ranking of a competitor's website might not necessarily help your own website.
You need to see things from different perspectives and look through others' lenses to define what is most crucial. You evaluate the mistakes your rivals are making with their websites, make sure you don't implement them on yours, and carefully consider a better SEO strategy.
4. Effective Communication Skills
A strong ability to read, write, and convey important messages is necessary for any career. An SEO position needs these skills even more!
One of the most underestimated features of an SEO analyst is the ability to simplify complicated SEO ideas to non-experts, in addition to the ability to write SEO-friendly content.
When evaluating candidates for SEO-specific job roles, recruiters frequently look for solid communication skills because an SEO analyst frequently needs to interact with several team members.
5. Research Skills
One of the many crucial qualities of an SEO analyst is a passion and love for research. You must understand the intention of your users and what is relevant to them to determine the appropriate keywords and the best keyword approach for your SEO strategy.
The same thing applies to carrying out competitor’s research, carrying out SERPs analysis, and searching for link building opportunities. They all require in-depth digging into important data that would otherwise be unavailable.
6. Technical Expertise
Knowing what the web developer's challenges are as they adopt your suggestions in line with your SEO strategy is helpful because most SEO analysts often work together with website developers.
You make the decisions about page speed, rendering, lazy loading, basic HTML tagging, server-side redirects, microdata tagging, etc., when working on search engine optimization for your website products.
You don't need to learn how to code, but at the very least, make an effort to become familiar with the type of code that will be used to implement the development modifications you request. It will significantly improve the whole SEO effort.
Today, many SEO analysts possess at least fundamental programming skills, which they use to determine which SEO techniques can be put into practice and which ones cannot.
7. Content Strategy Optimization
You should understand that the content function of your company extends beyond your specific functions and responsibilities as an SEO analyst. There is a symbiotic relationship between SEO and content. For example, if the content isn't valuable, no one will want to link back to it.
Content optimization makes link-building more efficient. Inbound links help users navigate the page, and search engines crawl it, while outbound links enhance the website's content. A strong SEO strategy combines these two kinds of links.
8. Project Management
The ability to plan, carry out, and implement projects is also a major responsibility placed on SEO analysts. Their work is not only limited to website optimization, keyword research, and link building.
Along with managing several tasks, it's crucial to plan how to work both independently and in a team while still achieving deadlines. As a result, project management abilities are necessary for the position of an SEO analyst.
9. Data Skills
Being familiar with MS Excel is helpful for SEO professionals, in addition to knowing how to use SEO analytics tools like Google Analytics. In an SEO position, data management and storage are equally crucial to data analysis and interpretation.
Each of these tasks is easily accomplished using MS Excel. Excel templates and functions like Concatenates, Vlookups, and IF statements can make it easier for you to carry out SEO strategy-related tasks.
With this skill, you can easily group keywords, compare algorithm modifications, make unique CTR positions by position curves, etc., when you are skilled with dashboarding and data management tools like MS Excel.
Additionally, for you to carry out your SEO job as effectively as possible, having a basic understanding of arithmetic and statistics is a huge benefit.
Developing these soft skills might be challenging, especially when there is no official documentation that you have mastered this. But start with building your analytical skills and prop them up with the ability to engage in critical thinking.
Engage in active exercises or tasks that build your communication skills, and don't forget to gain optimum familiarity with the common SEO tools out there.
About the Author
Vibhu Dhariwal is Co-Founder & Director of Marketing at Digital Gratified Pvt. Ltd., a SaaS Digital Marketing Company. He likes sharing his experience through outreach marketing, link building, content marketing, and SEO with readers. To know more about him, you can connect with him on LinkedIn.