When it comes to SEO, especially technical SEO, we often talk about the importance of hard skills. And while there’s no doubt that vlookup and regex can be your best friends, there are some essential soft skills to learn that will help you excel in your role and progress in your career. But first, let’s look at the definition of what we actually mean by soft skills. What are soft skills? Soft skills are abilities that allow a person to communicate and work with others effectively and harmoniously. Whether you’re a content or technical SEO, in-house or agency, your soft […]

This post is an expansion on something I discussed in my talk at MozCon this year: my view that a lot of time spent on keyword research is essentially wasted. Don’t get me wrong — keyword research is, of course, important. SEOs and businesses use keyword research to decide which parts of their business to prioritize, to forecast the results of their activities, to appraise possible opportunities for expansion, and of course to write title tags, brief copywriters, or engage in other tactical activity. The point is, if you paid a non-SEO consultant — perhaps a management consultant — for […]