Search engine optimization (SEO) has transformed from a mysterious marketing tactic into a cornerstone of digital success. Yet, for many businesses, the complexity of SEO still feels like navigating a maze blindfolded. Google’s algorithms remain a closely guarded secret, ranking factors are constantly evolving, and meaningful results can take months to materialize.
So how can you tell if an “SEO expert” actually knows their stuff in 2025? The answer lies in their skills—and not just their technical know-how, but their ability to blend strategy, creativity, and data-driven insights to deliver measurable growth.
Whether you’re looking to hire a freelance SEO consultant or build a full-time, in-house role, understanding the skills that separate a true SEO professional from a self-proclaimed expert is critical. Below, we’ll break down 15 must-have SEO skills to look for this year, along with tips on how to identify the right person for your business.
What Does an SEO Manager Really Do?
An SEO manager is more than someone who “gets you on Google.” At their core, they’re digital marketing strategists who develop tailored plans to help businesses rank higher on search engine results pages (SERPs) and capture qualified, organic traffic that leads to tangible results—visits, leads, and conversions.
But modern SEO managers wear many hats:
- Analyst: Tracking performance metrics and diagnosing traffic fluctuations.
- Forecaster: Predicting growth potential from new strategies or campaigns.
- Collaborator: Working with writers, designers, developers, and marketers to implement holistic strategies.
- Problem-Solver: Addressing everything from technical site issues to declining rankings.
In short, SEO managers must not only execute but also communicate results, justify budgets, and adapt quickly to algorithm changes—all while helping your business outrank competitors.
How to Hire the Right SEO Expert in 2025
Hiring an SEO expert can feel overwhelming, especially if you’re not deeply familiar with the field. The industry is rife with jargon, from “canonical tags” to “E-A-T” (Expertise, Authoritativeness, and Trustworthiness), making it difficult to discern true expertise from buzzwords.
Here are a few tips to simplify the process:
- Define Your Goals First: Are you aiming to improve local visibility, boost e-commerce traffic, enhance technical site health, or scale content marketing? Your objectives will dictate the type of SEO professional you need.
- Look for Proven Results, Not Just Promises: Ask candidates for case studies, references, or examples of measurable results—such as increased organic traffic, keyword rankings, or revenue growth.
- Prioritize Versatility: SEO is not just one skill. The best professionals combine technical knowledge, content strategy, analytics, and link-building expertise to create sustainable growth.
- Consider Vetted Talent Networks: Platforms like MarketerHire can match you with pre-vetted SEO specialists in as little as 48 hours, taking the guesswork out of the hiring process.
Once you know your priorities, it’s time to assess the specific skills an SEO professional should bring to the table.
15 SEO Skills You Need in an Expert
An SEO manager is a digital marketing professional who creates strategies to get your brand content higher rankings on search engine results pages.
Their aim is to increase organic traffic to help attract more visitors and potential customers.
But they’re often expected to do a lot more.
Companies expect them to diagnose issues if performance metrics decline as well as forecast potential growth for implemented strategies.
Therefore, most SEO professionals end up working alongside content marketers to optimize their content. This small but significant pairing can truly enhance the visibility of your business.
So it’s imperative to hire SEO specialists with all the right skills required for the job.
Here’s a guide to what to look for when hiring SEO professionals:
1. Advanced SEO Analysis
An effective SEO expert must do more than read metrics, they need to translate data into action. Using tools like Google Analytics, SEMrush, and Ahrefs, they should be able to:
- Diagnose why traffic rises or falls.
- Evaluate keyword opportunities (both short-tail and long-tail).
- Identify user intent behind searches.
Understanding the “why” behind a keyword is as important as the keyword itself. A skilled SEO manager combines data-driven analysis with human insight to create content that resonates and ranks.
2. Collaboration & Communication Skills
SEO doesn’t exist in a vacuum. Experts have to work with marketing, design, development, and leadership teams. The ability to visualize and communicate value through graphs, reports, or dashboards can make or break..
An SEO pro doesn’t just hand over a spreadsheet. they translate data into stories that show exactly how SEO drives revenue.
3. Effective Priority Management
With dozens of moving parts like site audits, content creation, backlink campaigns, and technical fixes, SEO managers must prioritize high-impact activities. For instance, should they invest more in fixing slow-loading pages or building backlinks? The right hire knows how to make these decisions strategically.
4. Keyword Research Mastery
Keyword research is still the foundation of SEO, but the approach has evolved. Today, it’s less about stuffing keywords and more about finding intent-driven, conversion-friendly opportunities, particularly long-tail keywords that capture highly qualified leads.
For example, targeting “affordable SEO tools for startups” may deliver fewer clicks than “SEO tools,” but it drives warmer leads and higher ROI.
5. Competitive SEO Analysis
Your SEO manager should study your competitors like:
- Which keywords are they ranking for?
- What type of content earns them traffic?
- How can you identify gaps they’ve missed?
A well-done competitor analysis can uncover untapped opportunities like targeting local or niche-specific keywords that give your brand a competitive edge.
6. Content Writing and Editing Skills
High-quality content is inseparable from SEO. While your SEO manager doesn’t need to be a full-time writer, they should know how to spot weak content, guide your writers, and even step in when needed.
Engaging, optimized content isn’t just about rankings, it keeps audiences hooked and leads them through your sales funnel.
7. Technical SEO Proficiency
From improving site speed to optimizing scrollability, technical SEO is crucial. Your expert should know how to:
- Fix broken links and duplicate content.
- Optimize for core web vitals and mobile usability.
- Implement structured data, meta tags, and sitemaps.
Even a basic coding background (HTML, CSS, JavaScript) can make them significantly more effective.
8. Link-Building Expertise
Backlinks remain a top-ranking factor. A seasoned SEO expert builds quality links strategically using guest posting, partnerships, digital PR, and creative outreach instead of shady, black-hat tactics that risk penalties.
9. Proficiency with Tools
Fluency in tools like Google Search Console, Google Analytics, SEMrush, and Clearscope is non-negotiable. These platforms help measure success, uncover opportunities, and troubleshoot performance issues.
10. Social Media Synergy
While social shares don’t directly affect rankings, social signals drive traffic, engagement, and brand authority, indirectly boosting SEO. Your expert should know how to leverage social media campaigns to amplify reach.
11. Business Acumen
An expert with business insight can align strategies with your sales goals, understand product-market fit, and demonstrate how SEO supports broader business objectives.
12. Content Strategy Optimization
SEO managers often collaborate with content teams to enhance existing strategies. They should be able to analyze current content, identify gaps, and recommend improvements for long-term growth.
13. Industry Research & Curiosity
Google updates its algorithm constantly. A curious, research-driven SEO professional stays ahead by following trends, testing strategies, and adapting quickly to keep your brand competitive.
14. Flexibility
What worked in 2020 might be obsolete today. A rigid SEO approach can kill results. The right expert knows when to pivot, test, and innovate in response to changes.
15. Basic Coding Knowledge
While not essential, coding know-how allows SEO managers to diagnose site issues faster, improve page speed, and collaborate more effectively with developers.
The Bottom Line: Find the Right SEO Talent
In 2025, SEO is about understanding people, optimizing for performance, and staying agile in a constantly changing landscape.
Whether you’re hiring in-house or working with a freelancer, look for versatility, proven results, and a deep understanding of how SEO integrates with your broader marketing strategy.
The right SEO expert will help you convert traffic into loyal customers and sustainable growth.
If you’re looking for someone to scale your webpage visitors, look no further.
At The Remote Reps, we match you with experienced remote SEO specialists who have been pre-vetted and trained to cater to your industry, goals, and expectations. Learn how we can help you scale sustainably here.
