How Much Technical Knowledge Do SEO Professionals Really Need? Insights from Google
In a recent episode of the Search Off the Record podcast, Google’s own Martin Splitt and Gary Illyes tackled a pressing question in the SEO community: How technical should an SEO professional be? Their conversation highlighted the nuances of this role, exploring the expected technical expertise and addressing the ongoing friction between developers and SEO specialists.
The Core Issue: Understanding vs. Mastery
Splitt emphasized that while deep knowledge of coding isn’t essential for effective SEO, a foundational understanding of web systems is crucial. He stated:
“To optimize a system as deeply as SEOs do, you have to grasp some of the characteristics of that system.”
This sentiment underscores the importance of familiarity with the technical aspects of SEO without requiring an exhaustive skill set in programming languages.
Bridging the Developer-SEO Divide
Despite the critical role SEO plays in online marketing, the relationship between developers and SEO professionals can often be strained. Splitt, a frequent speaker at both developer and SEO events, observed:
“Even at developer events, talking about SEO can feel like navigating a minefield.”
This divide can lead to significant challenges. For example, Illyes shared a cautionary tale of an agency implementing a calendar plugin site-wide, inadvertently creating 100 million URLs. This bloated the crawl budget, causing Google to struggle with site performance.
For more on crawl budget pitfalls, check out this Search Engine Journal article.
Essential Technical Knowledge for SEO Pros
So, what should SEO professionals prioritize?
Web Technology Fundamentals: Splitt recommends a good grasp of web technologies. This includes understanding headers, HTTPS protocols, and how they influence server connections.
Familiarity with Web Protocols: Knowing the differences between HTTP/2 and HTTP/1.1 can give SEO practitioners the upper hand when it comes to site performance.
- JavaScript’s Role: While proficiency in programming languages like C++ or JavaScript isn’t required, some awareness of how JavaScript affects page rendering can significantly benefit an SEO campaign.
Context is Key: Tailoring Skills to Your Role
SEO is far from a one-size-fits-all discipline. The technical know-how you need often depends on your specific focus area. For instance, International SEO specialists might initially seem less technical; however, Splitt argued that they also deal with technical challenges, like localization and structure.
“SEO is such a broad field. There are specialists who excel at content localization, focusing on higher-level structures rather than the technical details.”
A Takeaway for Every SEO Professional
Here’s what you can apply from this discussion:
Understanding is Crucial: While coding might not be necessary, familiarity with HTTP protocols, HTML basics, and JavaScript interactions is invaluable.
Your Role Determines Your Needs: If your focus is on content strategy or localization, deep technical skills may be less critical. Conversely, if you’re tackling site migrations or audits, a stronger technical background will be advantageous.
Context Drives Decision-Making: Following advice without grasping the “why” can lead to costly mistakes. The SEO landscape is varied, necessitating tailored approaches.
- Foster Cross-Team Collaboration: Google’s insights hint at a significant opportunity for improved communication between developers and SEO teams. Strengthening this relationship can avert technical pitfalls that could hinder ranking.
The Future of SEO: Embracing Technical Literacy
As web technologies evolve and sites grow increasingly complex, the need for technical literacy among SEOs will likely rise. While mastering development is not the goal, having a functional understanding of how modern websites operate can elevate your effectiveness.
For organizations, a strong focus on closing the communication gap between technical and marketing teams can serve as a foundational strategy for success.
To dive deeper into their conversation, check out the full podcast episode below:
By understanding the delicate balance between technical knowledge and practical application, SEO professionals can not only optimize sites more effectively but also enhance their relationships within their organizations. Embrace the journey of learning, and let it empower your SEO strategies!
