Evolución del SEO: de optimizador a Product Manager

How has the role of SEO evolved in the professional environment?

In the SEO world, the frustration of submitting plans that are not implemented is a common complaint. However, the key to moving forward and ensuring that our proposals are taken into account is the evolution of the role of SEO within organizations. It is no longer just about performing technical audits or keyword research, but about developing additional skills that allow us to take our career to the next level.

What skills are essential for the modern SEO?

Today, being a successful SEO professional involves much more than technical knowledge. The following skills are essential:

• Project management: Involves leading and overseeing complex projects, which goes beyond simple planning and auditing.
• Teamwork and collaboration: It is crucial to work together with other teams and know how to effectively communicate our strategies with stakeholders.
• Empathy: Understanding the priorities and challenges of other departments such as development and engineering helps to better integrate our strategies.
• Data-driven decision making: It is critical to back up our decisions with hard data, which increases the credibility of our proposals.
• Effective influence: Knowing how to persuade, articulate and justify ideas so that they are well received and adopted by all levels of the organization.

How to handle objections and obstacles along the way?

Detractors are inevitable in any organization; however, how to deal with them? We must consider that they do not always understand all the perspectives or the totality of the context we manage. Therefore, it is recommended:

• Early collaboration meetings: Involve stakeholders early in the process, sharing your ideas and allowing them to participate in the creation of the strategy.
• Adopt influence principles: Implement influence strategies based on recognized studies and techniques, such as those detailed in the book "Influence".
• Constructive dialogue: Acknowledge the concerns of others and prepare solid, well-documented arguments to respond to them without unnecessary confrontation.

What is the career path for an SEO expert?

The SEO field offers a clear path of professional growth, which can progress as follows:

1. SEO Analyst: Focused on technical tasks and basic analysis.
2. SEO Specialist: Assumes more responsibilities, beginning to plan strategies.
3. SEO Leader or Manager: Leads teams and manages project execution.
4. Head of SEO: Oversees transversally how SEO is implemented throughout the company.

In some companies where SEO is vital, it can even advance to executive roles such as Vice President of SEO, indicating the importance of SEO as a centerpiece of the business.

How do you move from complaining to effective implementation?

It is vital to let go of the mindset that barriers are immovable. Adopting these new skills will not only allow you to see your proposals implemented, but you will also contribute to the growth of the business, taking it to new levels of success aligned with its business objectives. Take every opportunity to learn and grow professionally, overcoming stagnation with a growth-oriented mindset.