December 18

The Weekly Briefing: What Makes a Great SEO Specialist?

Account Manager Michelle Conway talked about the soft skills needed to be an effective SEO…

Creating SEO job postings can be difficult, especially since the industry is constantly demanding the skills to adapt to an environment that is constantly in a state of flux. We can turn to the standard requirements – familiarity with the Google Search Console, experience with on- and off-site optimization, good writing skills, and a firm grasp on data analysis. However, a recent article from Search Engine Journal asks digital marketing agencies to focus on the necessary soft skills the job requires. As defined in the article by a Google Knowledge Graph (!), soft skills are simply “personal attributes that enable someone to interact effectively and harmoniously with other people.” While SEO has more of a “person behind the curtain” identity, a truly effective SEO is someone who can also step out from behind the curtain and play well with others. In this SEJ article, it is suggested that SEO soft skills should include: persuasiveness, adaptability/flexibility, patience, strategy, curiosity, and the ability to be a team player. While having defined, hard skills is admirable, you may want to think about the appearance of these soft skills when searching for and hiring your next SEO Specialist, or even when hiring an SEO agency to help your business.

 

SEO Copywriter Hannah Scherrer caught the team up on Facebook’s newest “stealth project”…

Better luck next time, Facebook. We admit, however, that you are pretty gutsy to take on the likes of Google and Yelp. A recent article from Search Engine Land called attention to a newly, unceremoniously released feature on Facebook – “Facebook Professional Services.” Search Engine Land went ahead and asked Facebook about this feature, to which they responded that the company was in the early stages of helping people more easily find reputable, local services on Facebook. So far, we can’t see all the factors of a top FB-SERP, but having numerous 5-star reviews on your company Facebook page seems to be the Big Kahuna. Want to see how your company stacks up? Check out the feature for yourself at https://www.facebook.com/services/.

Facebook Professional Services

 

Copywriter Andrew Vanderiet told us about a new shift in marketing strategy…

According to Google’s most recent study from Millward Brown Digital, marketers need to start worrying less about users’ identities and start focusing more on search intent. Once again citing Google’s “micro-moments,” it is less about whom your user is and more about what someone might be searching for. The study revealed that as many as 82% of smartphone users whip out their phones while they are making in-store purchasing decisions. By keeping marketing strategies in line with traditional demographics, you could be missing nearly 70% of potential mobile shoppers, just because your efforts are focused more on who a person is and not what they actually want. This isn’t to say you should remove demographics from marketing plans and buyer personas completely, but you should start to identify your audiences as more of a web and less of a line.