The 10 Areas of SEO Knowledge You Must Master to Be Successful

SEO is complex and constantly changing. Master these 10 aspects of SEO to be successful and grow your expertise in the industry. SEO has become an essential channel in the digital marketing mix for brands and organizations, and it’s constantly evolving.

Trying to stay ahead of the curve can get overwhelming, especially for those just learning SEO or adding another channel or discipline to their role.

Here, you’ll learn about 10 areas of SEO knowledge that will benefit you greatly throughout your career.

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1. Understand How Search Engines Work

For anyone starting a career in SEO or getting deeper into it as part of a broader marketing role, this is your starting point.

Spend time getting to know the search engines, what their goals are, who has what portion of search engine market share, what various products they offer, and how they display organic search results.

Knowing the history of how the search engine results pages (SERPs) have changed provides good context as to why they feature the content they do now.

2. Audience Research

What used to just be “keyword research” has evolved.

While we still perform keyword research, it’s shortsighted to do it in the absence of personas, consideration of the customer journey, or topical focus.

Being able to understand your audience – their demographics and psychographics – and knowing what content will resonate with them all the way through to their ultimate goal (e.g., engagement, sale, lead) is key.

3. Competitor Research

Understanding the competitive landscape is important at most phases of SEO.

Just abiding by “best practices” and looking inward at your website will lead to mixed and likely underwhelming results.

Profiling high-ranking and top websites and brands that are currently capturing a share of the audiences you seek is an important skill and ability to master.

4. Web Analytics

SEO professionals are naturally expected to be able to analyze the performance of their efforts.

It is necessary to:

• Understand the impact of your strategy and efforts.
• Report on your efforts to the stakeholders to whom you’re accountable.

5. Tracking

Being able to serve as the point person for your own website with web developers or IT teams is important for ensuring the proper implementation of tracking scripts and pixels.

This is why knowledge about analytics, heatmaps, Google Tag Manager, and other tracking mechanisms is a must.

While a lot of tracking implementations and updates are straightforward, the occasional need to troubleshoot and work with others is an underrated skill.

6. Technical SEO

This can be intimidating to more creative and content-minded people. There are many hats that SEO professionals wear, and some incredibly successful SEO pros who aren’t adept at the technical side of it.

Even if you aren’t going to be the one getting into the code, digging into server settings, or configuring plug-ins on a website, you must have a fundamental knowledge of the technical factors that impact SEO.

7. Indexing & Crawling

It’s still important to understand indexing and how it works.

In the old days, it took Google much longer to crawl content and then go live with it in search results. With the speed of crawl to search results, it is taken for granted as it isn’t in and of itself a ranking factor.

8. HTML

It is much easier to do SEO without extensive background knowledge of HTML now with open source content management systems and tools that will show us or scrape tags for us.

A base-level mastery of HTML is still relevant, however. You’ll need it when you have to troubleshoot issues caused by a CMS or code that isn’t semantically solid for SEO.

The ability to diagnose issues in the code with duplicate tags, track script

9. Local Search

Roles and responsibilities can vary depending on organizational structure for where the responsibility lies for local listings and local search optimization.

Local search is complex enough that SEJ has an entire guide to Local SEO, outlining various aspects to master.

SEO pros should understand:

• The full local search ecosystem.
• Ranking factors.
• Importance of Name, Address, and Phone (NAP) data.
• How the claiming and management process works.

10. On-Page Factors

Thankfully, most SEO professionals no longer disproportionally focus on single on-page elements.

While the focus has shifted to content and context, there’s still a place for on-page factors and ensuring that tags are unique and present on each page. Make sure content at least addresses the full breadth of the topic, even if it isn’t hyper-focused on the frequency and density of specific words.

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