• Partner with or recruit the best content creation and social media team you can find.• Think of SEO as a racing car. You are the master mechanic who builds and maintains a car capable ofthe highest speeds with safety. But that car is not going to win any races without drivers (the creativeeditorial and social media team).• And if you’re a manager then be aware that your SEO team will require this range of skills.
Theory and practice
In SEO as in life: the more you know, the more you know you don’t know. And there is a lot to notknow in SEO.Never stop learning but be aware that those who know the most about SEO are probably not the bestSEOs. This is because:• To know the most about SEO you’ve got to read and study for many years.• To become an expert at SEO you’ve got to practice it for many years and on many different sites.It’s hard to do both. And practice is not the same as theory. Malcolm Gladwell puts it well:
“Practice isn’t the thing you do once you’re good. It’s the thing you do that makes you good.”
He goes on to say that to become a world-class expert in almost anything takes 10,000 hours ofpractice.Gary Player, the golfer, made the same point with a lighter touch:
“The more I practice the luckier I get.”
Practicing doesn’t necessarily give you more knowledge. It is not study. But it’s what makes youbetter.You can learn how the different pieces of chess are allowed to move and the rules of chess. But ifyou’re new to the game, that won’t help you beat a ten-year-old who’s been playing for a year.This is the difference between theory and practice.
The road to being an expert SEO
Following are six different skill levels of SEOIt’s important to know where you are on this scale of ability so you know what you might be able toachieve now and what you could do with more study and practice.
1) The novice SEO
The novice SEO can follow set rules and step-by-steps, to achieve set tasks. Eg:• Include a primary and a secondary target keyword in your page title tag.• Add a page’s target keyword to the start of your description tag.Like the new chess player learning the rules of the game, any amount of learning of such rules of SEOmakes you no more than a novice.There is no judgement about whether or not a rule is appropriate, or about which rules are the most