Many of us get to a stage in our careers as SEO professionals where we feel a little bit stagnant.
We’ve been optimizing sites for a while and feel pretty confident that we can do it well.. but there’s that nagging thought there’s more we could be doing.
That there is another layer of expertise that would make us more efficient, employable, and confident.
In this article, you’ll find 10 skills that can level up your SEO competency.
These aren’t necessarily essential skills for all SEO experts (you’ll find those here).
But developing these advanced SEO skills could help you go deeper within your specialism, become a more well-rounded marketer, and bump you into a new salary or freelance rate, too.
1. Intent Analysis
Intent analysis is the decoding of a user’s intention behind the keyword they enter into a search engine.
When someone types [pizza restaurant] into a search engine, what is the end result they are hoping for?
Do they want to know what pizza restaurants are nearby?
Are they in the market to open a pizza restaurant?
Are they looking for a job in a pizza restaurant?
Developing your understanding of the psychology behind what searchers want is a critical skill for those wishing to go further in their SEO competency.
This will help you both satisfy a user’s need when they land on a page and also increase your page’s likelihood of being ranked in their search.
It can’t just stop there, however.
You must also understand what the search engines perceive users to want from the content they are searching for.
For instance, from my location in the U.K., if I search for [pizza restaurants] in Google from my desktop device, I get a mixture of results.
I get the option to click through to search on other websites:
This is followed by the Map Pack and then a mix of review and editorial sites and restaurants’ websites.
If I am trying to rank a website all about the history of pizza restaurants in my country, I might struggle.
Google has identified the user intent as being either navigation – wanting to go to a local restaurant – or comparative, as in wanting to compare options in the local area.
Resources To Learn More
Although SEO experts do not need to be fully-fledged developers, having an understanding of code can help you to identify issues with rendering, indexation, and crawlability.
There are times when knowing the basics of how code is created, or being able to read code that already exists, can help your SEO.
It can aid your communication with the developers who may need to change it.
It can assist you in pinpointing incremental improvements to your site’s performance.
Learning to code is not a prerequisite