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Become SEO Expert

Become SEO Expert

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Published by Divyesh Dave

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Published by: Divyesh Dave on Dec 15, 2011
Copyright:Attribution Non-commercial


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Become SEO Expert
An expert SEO leaves set processes behind, works fast, intuitively, delivers great results and can reapgreat rewards.-> SEO is multi-skilled discipline.SEO requires technical knowledge to understand how websites are built, the ability to analyzemany data sources, and editorial creativity to produce quality content.We can simplify this as (i) technical and (ii) creative skills.To become an expert requires determination, the
of intelligence (just
smart is notenough) and many hours of practice.There is no shortcut that bypasses this experience. But put the hours in and your SEO work will moveto another level.The expert SEO leaves set processes, even ‘best practice’ behind, often working intuitively with a deepunderstanding of how SEO works.Using available data and often minimal clues, the expert quickly understands a website’s situation (theyare all different) and sees a path to achieving its potential.If you work with clients, as an expert SEO you’ll work faster and be more likely to achieve goodresults. You’ll be rewarded with longer contracts, more clients by referral and being paid more for yourtime.If you’re a staffer, then as an expert SEO you’ll be able to make long term plans confident the returnswill come. You’ll cope with any problems that arise with ease and a highly lucrative career will be yourreward.
SEO’s core skills
SEO requires three core ways of thinking:• Technical• Analytical• Creative
Technical skills are required to understand how websites are built and configured.Analytical skills are needed to study multiple, often inconsistent and ambiguous, data sources todiagnose problems and find opportunities.Creative skills are essential for the creation of quality content that will make users happy and othersites link to yours.Rarely does one person possess all three of these skills. Perhaps never can one person be an expert inall three.So to be an effective SEO, you need to know your strengths and find ways of dealing with yourweaknesses and limitations.
Technical or creative?
You will likely already know if you are more of a techie than a creative.If you think you’re both, let me clarify ...I know there are lots of creative-techies and technical-creatives but ...The creativity I’m referring to is writing and editing copy and thinking of great ideas for editorialcontent.By ‘techie’, I mean you write computer code and are happier with the back-end of a website than thewords and pictures that users see.
Few people are very good at both.
If you are one of the few then that will serve you well as an SEO.If not, prepare for your weakness ...If you’re the
editorial type then:• Learn as much as you can about how websites work. (Technical SEO is the longest chapter in SEOfor Profit).• Maintain a detailed checklist of the technical requirements and possibilities of SEO.• Always use the checklist and don’t trust your intuition.• Make sure technical support is available to analyze and implement technical SEO.• Think of SEO as a racing car. You are a driver with some fancy moves but without help from yourmechanics (the techies and their technical SEO) your car is unsafe and slow.If you’re a
then:• Learn as much as you can about how great editorial, link building and social marketing works. Allcovered in detail in SEO for Profit.• Maintain a detailed checklist of the requirements of editorial, link building and social media.
• 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

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