How to become an seo expert in 2022


One digital marketing skill no modern brand can vày without is tìm kiếm engine optimization (or SEO, for short). By optimizing websites lớn appear at the vị trí cao nhất of tìm kiếm engine results pages (SERPs—another acronym!), organizations can vastly improve website traffic, customer engagement, và the visibility of their brand.

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Learning how to lớn become an SEO expert requires a complex constellation of skills, from từ khóa research khổng lồ copywriting. It also involves tweaking the backend of websites khổng lồ improve their ranking, và diving into data lớn help devise and amend strategies based on what you find.

In this post we’ll give you a quick guide on how to lớn become an SEO expert. We’ll demystify what an SEO expert does, what skills they need, và how you might go about acquiring them. We’ll also touch on some of the latest SEO trends. While nobody can become an SEO expert overnight, follow the steps in this guide, & you’ll soon be well on the way to developing all the know-how you need!

We’ll cover:

Ready to lớn find out how khổng lồ become an SEO expert? Let’s jump right in!

1. What is SEO?

Search engine optimization, or SEO, is the process of optimizing your website and broader online presence to lớn increase its visibility on popular tìm kiếm engines, lượt thích Google or Bing.

The ultimate aim of SEO is khổng lồ beat your competitors khổng lồ the đứng top of the search rankings for key terms that are relevant lớn your offering. With the launch of search engines in the 1990s, SEO quickly emerged as one of the first forms of digital marketing—although it wasn’t called digital kinh doanh at the time!

Since the early days, SEO has evolved into one of the most sought-after digital sale skills, with entire agencies now dedicating themselves to this one practice alone. SEO is also one of the fastest-changing fields in digital marketing—since tìm kiếm engines often change how their algorithms rank content, a key aspect of SEO is staying abreast of these changes.

In short, SEO can be a complex beast, bringing together a variety of different elements that we’ll explore in more detail in the upcoming sections.

2. How to lớn become an SEO expert: Learn the fundamentals

Before embarking on your SEO journey, it helps to have a solid grasp of the SEO fundamentals. Since we already know what the aim of SEO is, the next step is to understand how tìm kiếm engine algorithms work. Let’s take a look.

How do tìm kiếm engine algorithms work?

As you’ll know, when you run a Google search, the information you need is soon right at your fingertips. But how does it get there?

Ensuring that relevant content appears when users search for a particular từ khóa or phrase is the job of search engine algorithms. These complex algorithms carry out three main tasks: crawling, indexing, and ranking.

Crawling: web crawlers or ‘spiders’ are pre-programmed bots that ‘crawl’ websites khổng lồ inspect all of their content, from site code lớn web copy, metatags, và more. Indexing: next, search engine algorithms evaluate the nội dung of each website and index them accordingly in their databases. You can think of these as giant digital filing cabinets stuffed with all the internet’s content. This makes finding relevant content much easier. Ranking: a search engine’s index has almost countless entries. When you search for a từ khoá or term, then, search engines must rank nội dung according to relevance. This means they can offer the best results. So how do algorithms rank indexed content? They bởi so against a variety of factors. These are often a little opaque but include things like nội dung relevance, site speed, and domain authority (which we’ll explore in more depth later).

This three-step process doesn’t happen just once but over and over again. Content online is constantly crawled và re-crawled, indexed và re-indexed, ranked và re-ranked. It’s like painting the Golden Gate Bridge—the task is never complete! However, it does mean that when users search for a particular term, a search engine will deliver the most relevant & up-to-date content. Và websites with the highest ranking will appear at the vị trí cao nhất of the tìm kiếm results pages (or SERPs). Và that, in a nutshell, is how tìm kiếm algorithms work!

What skills vày SEO experts need?

In casual discussions about SEO, the focus tends khổng lồ fall on topics like keyword research và copywriting. In case you’re unfamiliar with them, here’s a quick overview:

Keyword research involves seeking out & identifying which search terms people use when seeking products, services, or information. As an SEO expert, your job is to lớn find tìm kiếm terms relevant khổng lồ your offering with high search volumes và low competition.

While keywords and copy are probably the most visible aspects of the process, there’s much more lớn SEO than these two things alone. Other specific SEO skills include:

Link building—acquiring liên kết from other websites khổng lồ your own, and vice-versa, to build your site’s authority (a key ranking factor for search engine algorithms). Off-page SEO—optimizing content beyond your domain. Again, this includes liên kết building, but it also involves things lượt thích brand mentions on social media, forum comments, influencer marketing, & social bookmarking. Technical SEO—optimizing your site’s technical, non-content-based elements, such as creating an XML sitemap và improving site speed and navigation.

While these are the specific skills that SEO experts need, you’ll also typically need broader digital skills in web design, social media, content marketing, & data analytics.

What’s the best way to learn SEO techniques?

As mentioned, because tìm kiếm engines often tweak how their algorithms rank content, SEO is constantly evolving. As a result, SEO is not an area of digital kinh doanh you’ll typically learn via a dedicated college degree. That’s because once you’ve completed a degree, many of the SEO techniques (if not the underlying principles) will be outdated!

Instead, people typically learn SEO in the following ways:

Optimize your website, whether it’s a blog, freelance site, or portfolio. Getting hands-on is the best way to lớn learn. Land a job in a digital kinh doanh team or as part of an SEO agency.

Okay, now we’ve got the fundamentals covered, let’s move on khổng lồ mastering the basics.

Learn more: free SEO training options

3. How to become an SEO expert: Master the basics

It’s one thing to understand the theory of tìm kiếm engine algorithms, but another entirely to put SEO into practice. In this section, we start by exploring the basic categories that impact how websites are ranked. We’ll then look at two vital skills you need lớn thrive as an SEO expert. 

Which factors determine how algorithms rank web content?

Believe it or not, tìm kiếm engines use hundreds of metrics to lớn rank content. Sites lượt thích Google constantly tweak these metrics, moving the goal posts for frustrated SEO practitioners! However, we can categorize them into three broad groups:


Website relevance describes how closely a website’s content aligns with a user’s tìm kiếm query (otherwise known as tìm kiếm intent). Criteria for ranking relevance include content-based elements like written copy, images, video, & other multimedia. Alt-tags, meta descriptions, và other on-page SEO elements contribute lớn a website’s relevance.


A trang web or domain’s authority measures the reliability of its content, and a higher authority will help move pages up in the SERPs. Common criteria for increasing tên miền authority include the quantity and quality of written copy, internal links, và backlinks from other websites with high authority. For instance, when respected, industry-leading publications links to your website, this boosts your authority score. It’s why off-site SEO is such an essential factor in authority rankings.


The more trustworthy a site’s nội dung is perceived, the higher it will appear on the SERPs. Once again, many factors contribute lớn a site’s perceived trustworthiness, but it’s largely measured through high-quality, original, relevant, and well-linked content. Sites with inconsistent, irrelevant, or plagiarized material, và those that use link farms or other unethical practices will be penalized.

Related article: SEO Basics for Beginners

Next up, here are two vital skills that no SEO expert can do without:


All SEO experts require some knowledge of HTML. This is because a site’s HTML code is the first place crawlers look lớn determine which pages on your site to lớn index and how best lớn categorize them. While you don’t need to lớn be an expert coder, you should get the basics down, learning how lớn insert and update alt-tags, headings, & meta descriptions on your website’s backend.

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For a quick tutorial, this YouTube video covers a few basic HTML tips for improving your SEO.

Data analytics for SEO

Another skill all SEO experts need is data analytics. Because the factors that drive search algorithms are a little opaque, SEO requires experimentation. You’ll subsequently need lớn look at the data lớn measure performance và determine which strategies are working.

Some SEO & web analytics tools (we’ll cover a couple in the next section) can provide much of the necessary data (although data may be differently labeled depending on the tool). Nevertheless, typical metrics include:

Organic traffic: The unpaid traffic that your SEO efforts are generating. Positioning: How high in the search engine index your site or web page ranks. Page impressions: How often users see your site or website page in the SERPs. Clickthrough rate: The ratio of users who click on your search results versus the number of page impressions. Keyword rankings: How successfully từ khoá drive traffic to lớn your site (note: a single từ khoá ranking may not be that valuable on its own, but measured over time can help track your strategy’s ongoing success). Page speed: How quickly page elements are displayed when users click on your site (generally, the higher the speed, the better your ranking). Conversion rate: How many visitors khổng lồ your site convert to lớn leads or customers, for instance, by signing up for your newsletter or purchasing a product.

While this is not a complete danh sách of all the metrics you’ll use, they are some of the most common ones. Once you get hands-on, you’ll soon learn how they relate khổng lồ each other.

Working within digital marketing analytics is an entire role in its own right. Learn more about it in this article.

Man learning how khổng lồ become an SEO expert from a co-working space

4. How lớn become an SEO expert: Use the tools

Now we’ve got the basics covered, how will you implement these tips? Fortunately, many high-quality tools are available that make the process much easier. Some, including popular ones like Semrush và Ahrefs, are subscription only. However, lớn get you started, here are three miễn phí ones to give you a taste of what’s available:

Keyword Surfer

A không tính phí Google Chrome extension, keyword Surfer is a nifty little tool that allows you khổng lồ see SEO data for entries on the SERPs. Type in a term, hit search, and you’ll find each result accompanied by its monthly search volume, the number of words on the landing page, & the number of times the page uses that search term. It also includes a panel with từ khoá suggestions… a handy place to start your keywords research.

Answer the Public

Answer the Public is a visual SEO tool that shows what people are searching for. It uses auto-complete data from sites like Google to quickly provide you with every related phrase & question containing your keyword. Beware, though, that this tool offers limited daily searches unless you pay for the full version. That said, it’s best khổng lồ see it in action—check out this search we ran for ‘homemade cheese’. Who knew so many people had questions about this topic? (We’ll stick khổng lồ store-bought, though, thanks!)

Google tìm kiếm Console

Probably the most effective không tính phí SEO tool available is Google search Console. While you can only use it for websites you own & can verify as your property, if that’s the case, it offers clear và detailed reports lớn help improve your website’s tìm kiếm traffic & overall performance. Once again, the best bet is to lớn have a try! 

Unsurprisingly, there are many tools out there worth exploring. Research your own or check out this detailed menu of miễn phí SEO tools.

5. How khổng lồ become an SEO expert: Test & learn

Wherever you’re applying it, good SEO requires solid data-driven testing. By tracking some of the performance metrics outlined in section 3, you can determine which strategies are working and which need khổng lồ change.

That said, SEO is never an exact science. In 2020 alone, Google launched nearly 5,000 changes khổng lồ its tìm kiếm algorithms. Many of these were likely relatively minor. But the sheer number of algorithmic tweaks suggests that organic search rankings will naturally fluctuate, regardless of SEO efforts.

SEO easy wins

When testing, the best tactic is lớn track trang web metrics over time, targeting your SEO efforts on certain pages khổng lồ see your strategy’s impact. A simple technique is khổng lồ amend one or two high-impact (and relatively low-effort) aspects of your site, which are well-known contributors to lớn higher SEO rankings. 

These include:

While these suggestions might sound challenging, they’re not as intimidating as they seem, especially as it’s better to start small. It’s better to avoid rolling out an SEO approach across your entire trang web in one go because this requires a lot of effort and might ultimately have little impact on your rankings.

SEO A/B Testing

A common approach for evaluating your search rankings is what’s known as A/B testing. This is when you create two landing pages (one being A, the other being the B page) that are very similar but adapt each using subtly different techniques. For instance, maybe you have one trang đích cần seo with text between 1,200 và 1,500 words and another, similar page, with text over 2,000 words. Which one ranks better? By tracking their performance over time, you’ll gradually be able lớn determine the optimal copy length. You can use this approach for any kind of SEO technique.

Ultimately, SEO involves plenty of trial and error. But once you’ve got the basics down, you’ll be in a much better position to lớn judge the effectiveness of different approaches.

6. How khổng lồ become an SEO expert: Keep up with the trends!

Finally, when starting your SEO journey, aim to lớn normalize keeping up with the latest research, theory, tools, và techniques. Your research efforts don’t kết thúc once you deliver your first project! In SEO, it’s often a case of one step forward, two steps back. Once you’ve figured out what works, all it takes is one major algorithm update and you’ll be back to where you started!

How you stay updated on the latest SEO trends is up khổng lồ you. Maybe you enjoy reading blogs, or perhaps you’re more comfortable listening lớn SEO podcasts. Either way, take the initiative to lớn learn what’s happening in the industry.

To get started, here are a couple of emerging trends to keep an eye on:

SERPs are becoming more diverse

The SERPs used lớn be pretty straightforward: Google something, get links. Easy! These days, however, Google is creating more diverse and interactive SERPs, creating opportunities and challenges for SEO experts. Increased content snippets, related questions, và localization features are all great examples. Google has a habit of secretly sneaking new features in, but learning lớn spot them as they emerge will help you identify their intent và find the best way to optimize for that feature.

Unique images are ranking higher

Not all web pages lend themselves to lớn imagery, but there’s no denying they help bring content to life. This is especially true for younger audiences that are more accustomed lớn multimedia experiences online. Furthermore, Google Image search is becoming increasingly prominent on the SERPs, with images rising up the ranks of importance. While it’s legitimate to use images from elsewhere online (so long as you credit them), unique images are set khổng lồ rank more highly than second-hand ones—something to keep in mind for your graphics team!

Mobile nội dung is becoming increasingly important

Mobile devices have now been with us for some time, and, in 2019, Google rolled out mobile-first indexing. This means algorithms now prioritize the mobile experience. For SEO, this means taking care of mobile UX design, layout, and security issues. Interactive clickable or swipeable content also impacts your SEO rankings—something to lớn consider as mobile device use evolves.

Voice tìm kiếm is growing more prominent

With the increase in voice-activated assistants lượt thích Siri & Alexa, voice search is expected to lớn play a more prominent role in SEO. Optimizing content now means considering the different ways people use these devices compared to lớn typing. Think about longer, more linguistically natural tìm kiếm terms. For instance, people who are interested in homemade cheese (for whatever reason) might ask a voice assistant: “Please can you give me a recipe for homemade cheese?” Meanwhile, if they were typing, they might write: “homemade cheese recipes” (again, in this case, we’ll stick khổng lồ store-bought!)

7. Next steps

There we have it, your comprehensive guide to how lớn become an SEO expert! In this post, we’ve covered the fundamentals of SEO, the basic techniques and tools you’ll need lớn learn, how to test out different SEO strategies, và a few of the latest trends. SEO is a fast-paced & constantly changing area of digital marketing. But if you love innovating with new digital technologies, it can be a rewarding field khổng lồ work in, both creatively & financially.

Want lớn learn how lớn become an SEO expert in a more practical manner? kiểm tra out this free, 5-day Intro to Digital marketing short course. Sign up và you’ll receive a lesson a day straight to lớn your inbox. Alternatively, kiểm tra out the following introductory guides: