Given the importance of the internet in connecting organizations with their customers and audiences, search engine optimization ( SEO) has become a prized profession, playing an essential role in making these matches. In a nutshell, SEO is the practice of increasing traffic on a website through organic search results. But not just any traffic — qualified traffic is needed. After all, getting millions of visitors doesn’t help if they are not interested in what your site has to offer. With the importance of SEO, it’s not surprising that 64% of marketers actively invest time learning digital marketing tactics. Since there are currently no SEO degrees or set courses to become an “expert” in SEO, expertise is often acquired through hard-won experience and, increasingly, by getting SEO certifications. Of course, getting all the training needed to do SEO proficiently is a tricky job since many different skills are required. For example, take a look at our State of Content Marketing 2019 Global Report. Someone proficient at content marketing will have a mix of hard skills (marketing, social media, strategy, analytics, etc.) and soft ones (such as leadership, respect for deadlines, written communication).