This post is a summary of my talk at WTSFest USA on September 19th in Philadelphia. The full slide deck is available at the bottom of this post.
In the world of SEO, training is a critical component to building successful, adaptive teams. Yet, while the industry is filled with talented individuals, our approach to training and development often leaves much to be desired. From outdated methods to a lack of focus on critical thinking, there are several challenges that have made it difficult to train SEOs effectively.
In this article, we’ll explore the key issues with SEO training in the industry and discuss actionable solutions to improve how we teach and grow SEO talent. By addressing these challenges head-on, we can empower SEOs to excel in their roles and better prepare them for the future of search.
Experiences in SEO Training Survey
The training issues in SEO go beyond a lack of resources or experience with conducting training.
My hypothesis was always that many SEOs work as the sole SEO on their teams or as freelancers and were simply never in the position of having to train someone else.
However, a survey I conducted in July 2024 of 55 SEOs painted a different picture—71% of SEOs have conducted on-the-job training.
Regardless of whether they had conducted training in the past or not, 80% of respondents said they feel confident or extremely confident in their ability to train a junior SEO with no prior experience.
However, the confidence starts to wane when it comes to training intermediate-level professionals. Only 75% of SEOs felt confident or extremely confident training SEOs with 1–3 years of experience. The number of extremely confident responses dropped from 35% to 24%, with the number of indifferent or unsure responses doubling from 11% to 22%. This suggests that while the basics of SEO can be taught relatively easily, developing talent beyond those fundamentals has proven to be much more difficult.
This is reflected in recent job market data: SEO job postings were down 37% in Q1 2024 compared to the same period in 2023, and while senior-level roles saw a slight increase of 3% and entry-level roles increased by 1%, mid-level roles dropped by 6% (Source: State of the SEO Job Market: Q1 2024)
Why Is It So Hard to Train SEOs?
My hypothesis was always that SEOs aren’t very good at training because most of us simply taught ourselves. However, we learned above that a majority of SEOs have conducted on-the-job training. The survey also showed that while online articles is the most common method of learning SEO, closely followed by on-the-job-training…
…when asked to select which method was most effective, 56% of SEOs said on-the-job training was most effective.
So why is on-the-job SEO training perceived to be positive, but we still have so many issues that persist in our energy?
- Too many SEOs are taught to use checklists, instead of critical thinking.
- Too many SEOs measure success by rankings and organic traffic instead of metrics like MQLs and CAC.
- Too many SEOs focus on keywords over user behaviour and search intent.
- Too many SEO courses teach the way to do SEO and don’t acknowledge how much SEO varies by industry, website size, tech stack, monetization model and more.
These problems will only be compounded if we continue to use ineffective training methods as we face increased use of generative AI in SERPs, we know success in Google requires demonstrating increased information gain and unique points of view and too many SEOs still fail at demonstrating the actual impact of their work on business goals.
Addressing SEO Industry Issues via Training
To fix these issues in the industry as well as with how we train people, we need to rethink how we approach SEO training. Here’s a breakdown of the most important steps we can take:
- Change How We Teach Keyword Research: Too often, SEOs start their research by jumping straight into tools. Instead, the first step should be understanding the audience—what are their pain points, and what are they searching for? Keyword tools should enhance and validate research, not serve as the sole starting point.
- Cut the Cookie Cutters: Teaching SEO by simply following a process may get the job done, but it doesn’t develop critical thinking skills. We need to stop relying on cookie-cutter methods and instead focus on teaching SEOs how to think strategically and adapt processes to meet business goals.
- Everyone Should Be a Data Analyst: Data is central to SEO, yet 72% of SEO analysts did not have any prior data analysis experience before starting their role and 81% of SEO analysts didn’t receive any formal data analysis training, despite performing data-heavy tasks like keyword research and reporting (Source: Are SEO Analysts Real Data Analysts?). Incorporating regular micro-coaching sessions, working directly with real data, and building familiarity with tools like Google Analytics and Search Console are essential steps toward empowering SEOs to become data-driven thinkers.
- Train SEOs on More Than Just SEO: SEO is a cross-functional role, and SEOs can benefit from learning from other fields like coding, design, and product management. Understanding these areas not only helps SEOs better communicate with other teams but also enables them to integrate SEO into broader digital strategies.
There are also ways that individuals not involved in training or management can help shape our industry. For example, 87% of mentors and mentees feel empowered by their mentoring relationships (Source: Moving Ahead), and mentees are promoted 5 times more often than those without a mentor (Source: Forbes). However, only 37% of professionals have a mentor (Source: Forbes), and 63% of women have never had a formal mentor (Source: Stylist). By embracing mentorship (through programs like WTSMentorship) and a growth mindset, we can close these gaps and elevate SEO professionals across all levels.
The Future of SEO and Training
The future of SEO is being shaped by technological advancements like generative AI, shifts in user behavior, and the growing importance of aligning SEO strategies with business goals. To prepare for this, we need to focus on training that goes beyond tactics. SEOs must learn how to think critically about search intent, user behavior, and data analysis.
The key to a successful future in SEO lies in empowering individuals to develop their problem-solving skills, think strategically, and adapt quickly to an ever-changing landscape. By fostering an environment of continuous learning and feedback, we can help SEOs at all levels reach their full potential.
SERP Scavenger Hunt: Making Search Intent Concrete
One of the most common challenges in SEO training is helping people move beyond keywords and really grasp the concept of search intent. To address this, I created the SERP Scavenger Hunt activity, which brings search intent to life in a fun and interactive way.
The exercise starts by asking participants to generate a list of search terms with varying intents (e.g., informational, transactional, navigational). Before conducting any actual searches, participants are asked to write down what they think the search intent is for each term. Then, they perform a search for each of the terms and compare their initial assumptions with what they see in the SERPs. The goal here is to observe the results and how Google interprets intent through the types of pages it serves up.
By completing the SERP Scavenger Hunt, participants can see firsthand how search intent affects rankings and SERP features. It’s a great way to shift away from just focusing on keywords and teach SEOs to think about what users are actually looking for—and how to optimize for that.
Building Data Skills With the Analytics Scavenger Hunt
For SEOs, data analysis is key, but many professionals are intimidated by analytics. To demystify the process, I created the Analytics Scavenger Hunt, which is an engaging, hands-on activity that helps SEOs build familiarity with data tools like Google Analytics and Google Search Console.
Rather than simply asking questions like “What is a session?” or “What are impressions?”, the scavenger hunt challenges participants to answer real, business-relevant questions using data from analytics platforms. For instance, participants might be asked to find out how many pageviews a specific landing page got last month or identify which search query had the highest number of clicks. By exploring the actual data in the platform, they’re able to learn how to navigate these tools, extract insights, and apply them in real-world scenarios.
This activity turns what can be abstract concepts into concrete skills and is an effective way to identify gaps in knowledge while building confidence in using SEO data tools. The scavenger hunt format also makes it more interactive and less intimidating than traditional quizzes, offering a fun yet educational experience that equips SEOs to become more adept at data-driven decision-making.
Final Thoughts
The real issue isn’t that we lack training in SEO; it’s that the tactics and norms we rely on in the industry are outdated and we continue to train new SEOs on our bad habits. By changing how we teach keyword research, cutting out reliance on cookie cutter processes, and encouraging stronger data analysis skills, we can better prepare SEOs for the evolving demands of the industry.
Empowering SEOs through effective training can help address some of the long-standing challenges in our industry and better equip professionals for the future. Whether you’re a junior SEO or a senior leader, embracing continuous learning and mentorship will not only elevate your own career but also help strengthen the SEO industry as a whole.
Because, in the words of Moira Rose, when one of us shines, all of us shines.
