The Evolution of the SEO Professional by @JeffBiomecca
Build some links. Update your metadata. Optimize your site speed. Build some cool content. Have you heard about interactive infographics? They are the new thing!
Thats just not the way digital marketing works anymore. In fact, Im currently in the process of trying to get my peers to quit using the term SEO, not only when they refer to my job title, but when they refer to the practice of website optimization in general.
I will always be grateful for the opportunity I was given by a now rebranded company called Slingshot SEO. They helped kick-start my knowledge of search with link building and my curiosity guided me from there. It wasnt too long before I found myself in charge of accounts at a small agency in Portland, saying things similar to the comments above to my clients on a monthly and weekly basis. Since my stint in that position, I have been fortunate enough to link up with The New Group, a bigger agency dedicated tobringing brand experiences to life with data and technology. During my time here, I have decided that I no longer want to be an SEO. Why would I? SEO is limited; digital strategy is comprehensive and lucrative. I truly believe that narrowing your job title and expertise to simply search (even when it includes paid as well) is going to leave you in the dust as time progresses.
I mean, part of this perspective is based on fear. I know if I just hang out and keep up on the latest SEO trends, I am going to be passed up by people who have SEO expertise as only a fraction of their overall skill set.
So lets take a look at the digital strategists evolution into a multitalented professional.
Source: Wikimedia Commons Labeled for Reuse
Ah! That moment when our ancestors first noticed how changing keyword density and building anchor text links could impact rankings on the World Wide Web. I am not here to hate on this early technique. Our practice generally evolves as Google adjusts, and these methods were valid at one point. It is just amazing to me that some people have yet to escape the trap that leaves them hunched over like a prehistoric human. This is the group of SEOs who still looks for shortcuts, evolves black-hat software and have a risk-taking approach to their profession.
You have to respect those who understand the fundamentals of SEO, and this group of ancestors has it down pat. They likely realize in the past few months, character limits for meta tags have changed, and they encourage their clients to make strong content. They can conduct a solid audit and also have a strong understanding of paid search. This group knows how to optimize a site, and they know how search, social, and paid work together. The only problem is this knowledge has a barrier. When it comes to ongoing SEO, this person says Go do PR, instead of understanding the principles of link development and how PR efforts can make an impact. There is no reason to look back at this ancestor and be ashamed; it is just sad to see someone who could be a strong strategist work with a client one time and send them off into the wild, because there isnt enough knowledge of measurement and ongoing tactics.
The next stage of our evolution includes a professional who has a pretty good grip on things. Not only can they help get your SEO campaigns off the ground, but they understand measurement and some changes you can make to improve some basic metrics. They know how to deal with duplicate content from a technical standpoint, know how to build links in an ongoing manner, and provide insightful reporting on a monthly basis. In reality, they have all the tools needed to become a full-fledged digital strategist; they just dont know that search doesnt have to live alone. They are confident and skilled, but dont realize they are capable of combining one skill set with others to become an even better marketer.
Here is the original post:
The Evolution of the SEO Professional by @JeffBiomecca