In this episode of SEOs Getting Coffee, hosts Sean Carroll and Emina Demiri-Watson are exploring the topic of soft skills in SEO with Katherine Watier. Kathrine is an SEO expert with over two decades of experience in driving organic traffic for enterprise-sized organisations and owner of WO Strategies LLC.
If you want to discover the role of soft skills in SEO, especially within enterprise environments, keep on reading and check out the full episode. Whether you’re an SEO professional looking to improve your skillset or a business owner interested in implementing your organisation’s SEO strategy, this episode offers practical advice and industry insights.
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SEOs Getting Coffee - Episode #27: The Importance of Soft Skills in SEO
Defining Soft Skills in SEO
The conversion starts with a definition of soft skills. Soft skills in SEO go beyond technical know-how; they encompass the interpersonal and communication abilities that help professionals influence, persuade, and collaborate effectively. Katherine emphasises that while the industry is rich in resources for honing technical skills, it often overlooks the importance of soft skills like public speaking, emotional intelligence, and adaptability. For those entering the SEO field, mastering these skills can be just as crucial as learning the technical aspects.
Essential Soft Skills for Enterprise SEO
Enterprise SEO comes with its own set of challenges, primarily due to the scale and complexity of the projects. Katherine points out that knowing your audience is critical—whether you’re presenting data to a CEO or discussing implementation strategies with a development team. She highlights the need for strong writing and presentation skills, which are vital when navigating the intricate web of stakeholders in large organisations.
The Double Bind Problem
The discussion shifts to address the experiences of women in the SEO industry, highlighting both their frequent struggles with self-confidence and the external challenge of not being fully recognised, even when they are aware of their capabilities. Katherine discusses a unique challenge faced by women in SEO—the double bind problem. This occurs when women are perceived as either too soft or too aggressive, with little room in between. Katherine shares her personal experiences, noting that while confidence is crucial, it must be balanced with how one is perceived, particularly in male-dominated spaces. This double bind often forces women to navigate their careers with extra caution, balancing assertiveness with the fear of being labelled as “bragging.”
Resilience and Stress Management in SEO
In an industry as dynamic as SEO, resilience is a must-have trait and is one important soft skill. Katherine talks about the importance of managing stress and maintaining mental health amidst constant changes in algorithms and workplace dynamics. She touches on the need for SEOs to adapt quickly and stay grounded, even when the job’s demands are overwhelming. For those struggling with the fast pace of the industry, Katherine advises building resilience through community support and continuous learning.
Team Structure and Skill Diversity in SEO Departments
Katherine advocates for diversity in skill sets within SEO teams, stressing that not everyone needs to be a soft skills expert. However, a successful team should include individuals who excel in both technical and soft skills. Katherine reflects on her time at Ketchum, where she learned the value of playing to each team member’s strengths. By creating a balanced team with complementary skills, organisations can ensure that they are well-equipped to handle both technical tasks and client-facing challenges.
Handling Large-Scale Web Migrations
One of the most daunting tasks in enterprise SEO is managing large-scale web migrations. Katherine recounts her experience with the Proceedings of the National Academy of Science Journal, where she oversaw a migration involving millions of pages and URLs. The complexity of such a task requires meticulous planning, technical expertise, and, importantly, the ability to communicate effectively with all stakeholders involved. Despite the challenges, Katherine’s team managed a seamless transition, highlighting the importance of preparation and teamwork in such endeavours.
Challenges in Technical SEO
Technical SEO can often be the stumbling block in large-scale projects, particularly when dealing with massive websites like academic journals. Katherine shares her experiences with the technical challenges faced during migrations, such as dealing with 30 million backlinks and ensuring accurate URL mapping. Despite the difficulties, Katherine emphasises that technical challenges are surmountable with the right tools, expertise, and a bit of creativity.
The Importance of Community and Support Networks
Katherine stresses the value of having a strong support network, particularly in the SEO industry. She credits much of her success to the Women in Technical SEO community, which provided her with the confidence and resources needed to tackle complex projects. Having a community where professionals can share knowledge, ask for help, and offer support is crucial in an industry that can often feel isolating.
Room 404: Google’s AI Summaries
Finally, Katherine, Sean, and Emina discuss what they would banish to “Room 404”. Katherine’s pick? Google’s AI summaries. She expresses concern over the accuracy of these summaries and the potential spread of misinformation, especially in YMYL (Your Money or Your Life) queries. The group agrees that while AI has its place in SEO, some applications—like these summaries—are better left in the dustbin of digital history.
Conclusion
Soft skills are often overlooked but they can be what it really makes the difference in SEO strategies, particularly when working for big clients at an enterprise level. From effective communication to resilience and stress management, these skills help professionals overcome the challenges of the SEO industry. Katherine Watier’s extensive career demonstrates that while technical expertise is important in SEO, it’s not sufficient on its own. A truly accomplished SEO professional combines technical skills with essential soft skills to achieve comprehensive success.
For more insights and in-depth conversations on the latest in SEO and digital marketing strategies, stay stuned for upcoming episodes of “SEOs Getting Coffee.” Subscribe to our channel for regular updates and expert opinions.
