Eric Munley, SEO Director at LSEO, discusses 4 essential skills that make up the optimal knowledge base for a search engine optimization beginner.

1. 4 Essential Skills
For The SEO Beginner
B Y E R I C M U N L E Y
S E O D I R E C T O R - L S E O

2. Introduction
SEO Director at LSEO
10 years in digital marketing
Both agency and in house settings
Hands on experience in SEO, paid
media, analytics, e-mail
marketing, and marketing strategy

3. Why is this topic important to me?
As a certified educator, I value the idea of information
scaffolding
Information overload is very real in the world of digital
marketing, especially without a solid foundation
In my experience, digital marketing is not widely taught in
higher education; the majority of knowledge is gained via
independent study and research

4. 1
Keyword Research
Know the tools at your
disposal (more on this later)
Understand keyword metrics
- volume, competition, CPC,
etc.
Overlay trends and intent on
top of metrics
Filter and prioritize keywords

5. 1
Keyword Research
(Continued)
Create and implement
keyword mapping strategy
Review competitor keywords
Continually track to gauge
progress

6. Site Auditing
Administrative Analysis
Current Traffic Analysis
Competitive Analysis
Keyword Research
Technical SEO Analysis
2

7. Site Auditing
(Continued)
2
Content Analysis
Local SEO Analysis
Social Analysis
Domain Authority Analysis
Action Items Compilation

8. 3
Content Creation
& Promotion
Brainstorm around relevant
keywords and trending
topics
Create and execute a
content calendar based on
target keywords and
trending topics
Create for the web!

9. 3
Content Creation &
Promotion (Continued)
Fine tune content based
outreach
Promote via social media
and available network
Optimize and, in some cases,
re-purpose existing content

10. Tools & Plugins
Last, but certainly not least!
Know your options, free &
paid, for each SEO function
Understand strengths and
weaknesses of each tool -
data lag, data sources, etc.
4

11. Tools & Plugins
(Continued)
Export and/or format
data for user-friendly
viewing (internal and
external)
Recommended:
4

12. HM
Honorable Mention
Staying up to date on
industry trends (yes, this is a
skill!)
Basic HTML knowledge
Know how to work within a
Customer Relationship
Management system

13. An investment in knowledge pays
the best interest.
- B E N J A M I N F R A N K L I N

14. thank you
C O N T A C T L S E O F O R A
C O M P L I M E N T A R Y S E O A N A L Y S I S !
eric@lseo.com
@ericmunley
facebook.com/ericmunley
linkedin.com/in/ericmunley

15. Questions/feedback welcome!