The Most Important Skill You Need in SEO That Nobody Talks About
It's not a tool or anything new. It has been around for a while. Really...It is not what you think.
In the world of digital marketing—especially in search engine optimization (SEO)—it's essential to have a broad knowledge base. SEOs need to understand search engines, websites, HTML, indexing, backlinks, Core Web Vitals, public relations, social media, and how to conduct a technical audit, among many other topics. Every year, articles with titles like "Everything You Need to Know About SEO [INSERT CURRENT YEAR HERE]" flood the internet, each packed with valuable insights for professionals at every level.
But here's the thing—if you work in SEO for clients or stakeholders, there's one skill that's absolutely critical to your success.
It's not technical SEO. It's not link building.It's not even keyword research.
You ready? You might want to sit down for this one.
Storytelling.
That's right. Storytelling. But why? Lets break it down.
Why Storytelling Matters in SEO
Storytelling is a skill that many marketing professionals overlook when it comes to client/stakeholder communications. The truth is if you can't effectively communicate the why behind your SEO recommendations, your expertise won't matter. If your clients or stakeholders don't understand the strategy, they won't support it—and without their buy-in, even the best SEO plans will fail.
Not everyone is familiar with SEO jargon and data points. How many times have you been interrupted mid-presentation to explain what Core Web Vitals are? Or had to clarify a metric for the 100th time? Even those with some familiarity don't have the time (or patience) to sit through an SEO crash course every time you present results.
This is where storytelling bridges the gap.
Your job isn't just to present data—it's to translate it into something meaningful for the business. Instead of saying:
"We improved Core Web Vitals by 20%."
Try:
"By improving your site speed, we've enhanced the user experience, which directly impacts conversions and rankings."
Numbers alone don't inspire action. Stories do.
But you may be asking yourself, "How can I tell a good story???" Here is a good starting point, regardless of what kind of presentation you are bound to give.
Key Components of a Good SEO Story
A compelling SEO story goes beyond mere presentation of data and algorithm updates; it artfully weaves this information into a narrative that captivates and resonates with the audience. By framing data in an engaging context, ittransforms complex concepts into easily digestible insights. Here are the essential components that contribute to crafting an effective SEO narrative for any presentaion.
Start with a Relatable Problem
Begin by identifying a problem that strikes a chord with your client. It could be an issue they have already noticed—a recurring challenge or an obstacle that hinders their success. This may manifest as inefficiencies in their operations, lost revenue opportunities, or customer dissatisfaction.
By highlighting a pain point that directly impacts their business, you create a meaningful connection that draws them into your narrative and sets the stage for a compelling solution.
Example: "Six months ago, your website's performance was causing users to abandon the site before converting. Rankings were slipping, and traffic was stagnant."
Be Truthful with Data
It's time to harness the power of cold hard data! However, our focus will be on illuminating the gravity of the situation at hand. We need to draw attention to the alarming realities, outline what is truly at stake, and emphasize the urgent need for action.
As we delve into the technical specifics, let them not overshadow but rather enhance the overarching narrative we are crafting. Each piece of data should serve as a compelling thread that weaves together the larger story of why immediate intervention is essential.
Example: "Your website's Largest Contentful Paint (LCP) was 5.2 seconds—well above Google's recommended threshold of 2.5 seconds. This was contributing to a 15% drop in conversions."
Present the SEO Strategy as the Turning Point
Please detail the steps you followed to address the problem. Your explanation should be clear and concise, emphasizing the business value of your strategy.
Aim to use straightforward language, steering away from any technical jargon, and concentrate on the tangible outcomes achieved through your efforts.
Example: "To address the site speed issue, we optimized images, implemented lazy loading, and streamlined the site's JavaScript. These improvements significantly reduced load times."
Show the Results
This is where you highlight the measurable impact of your work. Use concrete numbers to demonstrate success. But before you start humble bragging, always make sure to frame them in terms of business outcomes.
Example: "After three months, site speed improved by 40%, bounce rates dropped by 25%, and organic conversions increased by 20%."
End with the Future Vision
Finally, offer a glimpse of what comes next. Show how your SEO efforts are part of a larger, ongoing strategy and how continued improvements will drive further business success.
Example: "With improved site speed, our next focus is optimizing your content to capture more high-intent traffic and boost conversions even further."
Don’t Forget the Fundamentals!
Of course, there are the basics of a good presentation that you should follow. Start with a clear objective and engaging opening to capture the audience's attention. It should follow a well-structured flow, using clear, concise messaging and strong visuals to reinforce key points. Transitions between sections should be seamless, and the delivery should be engaging, with confident body language and audience interaction to maintain interest.
End the presentation with a strong call to action and summary of key takeaways, leaving the audience with a clear next step. Finally, be prepared for Q&A to address any questions or concerns and ensure the presentation is impactful and memorable.
Got all that? GREAT!
Where Can You Start?
If you want to improve your storytelling as an SEO, start by asking yourself:
What does this data actually mean for the business?
How can I explain this in a way that resonates with my audience?
What's the bigger picture? How does this fit into their goals?
SEO isn't just about optimizing websites—it's about helping businesses grow. And the best way to prove your value isn't through spreadsheets or technical reports—it's through a story that makes people care.
