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What skills should the team at an SEO company have to make your campaign successful?
When you’re thinking about hiring a digital marketing agency to boost
your SEO strategy there are some very important skills that the people
you’re working with should have. SEO is such a quickly changing
environment that requires everything from a sense of humor to business
sense, social skills, and a passion for the industry.
One of the things that I enjoy about the SEO world is the fact that
it is quickly changing – it’s almost like a game to keep up with what’s
going on with Google and around the industry. Knowing where the work
that you complete for clients fit into their overall marketing plan is
important too – as you can either leverage other marketing strategies
for SEO or your SEO strategies may provide cost saving opportunities for
areas like paid search ad spend.
When I was working at the Director of Search (SEO & PPC) at a startup company, we did a lot of hiring for SEO strategists and these were some of my favorite questions to ask:
From these questions you can learn a lot about how someone thinks and
more importantly you can gauge the scope of their understanding for
technical, strategy and larger picture items in a digital marketing
I pride myself in being able to understand what is happening in the
big picture of an SEO campaign and distill that down to something that
can be understood by someone that isn’t living and breathing SEO on a
daily basis. Being able to think on your feet is important and being
able to make decisions that you’re not sure what the impact will be
takes some courage. When working with clients we are mindful that you
may not know what I a 301 Redirect is, or what Schema markup means, but
you definitely will see the impact of those strategies and that’s the
important part to communicate.
Technical SEO has changed quite a bit in the last 10 years – moving from needing to understand very technical coding to a need to understanding a lot of little strategies that can be employed on a website to add as much traffic as possible. Many CMS platforms like WordPress are now filled with plugins and add-ons that help out SEO strategies, knowing which ones to use and how to use them is important. Google’s mobile first index is a good example of an SEO industry update that needs deep understanding. On the analytics side, knowing the type of data that is important to look at is critical. It’s easy to get lost in the world of Google Analytics – looking through the pretty graphs and charts of traffic and conversion data. Having an understanding around the type of data that matters in the lens that you are looking through is the difference between looking at a metric and panicking versus being gleeful! For example: Exit Rate is a common metrics that we are asked about a lot and it may be OK for a page to have a high exit rate if the visitor to that page is receiving the information that they need and are simply moving along.
Wouldn’t you much rather work with someone that is driven to learn more and passionate about the work that they are producing? Us too! We love to work with startup companies, local companies, non profit organizations and companies that have a passion for creating change and producing a great product or service for customers. Our passion to continue learning and pushing the envelope for clients is apparent. Our own drive to excel and make a difference for clients shows through in our work and the results that we produce. We love to share wins with clients, and we love to share updates about the industry. Drive & passion are important for anyone working on an SEO project.
Ultimately the person that can have an impact for your company with
SEO strategies will have technical knowledge, be driven &
passionate, and be able to understand data while being able to share the
important elements with you.