Why You Need SEO And Ecommerce Skills
in Digital Marketing

See also: Strategic Marketing

The one constant that never changes with digital marketing is that it keeps changing. This is because it has to adapt to the ever-changing wishes and needs of customers.

When you have a business, you want to make sales. Digital marketing is meant to increase sales of your services or products. In order to achieve such a goal, the modern marketer needs several important skills. Two that are particularly important are eCommerce skills and SEO skills.

According to SEO Advantage, a leading Australia based eCommerce SEO agency, for anyone wanting to enter the digital marketing space it’s important to equip themselves with eCommerce website design fundamentals as well as search engine optimisation skills. Here’s why.

Vector of laptop screen with a shopping cart and an email inbox.

Why Do You Need ECommerce Skills?

The reason for this is very simple. There are more and more businesses selling online than ever, and the number is constantly growing. 35% of businesses now make sales online. And the larger eCommerce brands actually experienced a growth of 50% between the years 2019 and 2021.

There is a very good possibility you are going to end up having to do work on the site of a client that wants to sell something online. This is usually done through eCommerce platforms, which require specific knowledge to operate and optimize.

The eCommerce skills you need vary from project to project. However, you at least need to know basic web design and how the platform works. This helps you to understand exactly how to better service clients.

Why Do You Need SEO Skills?

One of the most important parts of digital marketing is the landing page, which in practice is the page on a site where you make the target audience do something you want, like subscribe to a mailing list or make a purchase.

You can, of course, use paid marketing strategies to generate traffic to your landing page. But the modern marketing client is savvy and understands that SEO is much better for their long-term goals and growth.

To put it as simply as possible, regardless of what type of digital marketing you do, there will always be times when you will have to do some SEO work. At the very least, you will need to optimize the landing page for increased sales. In other cases, you will also need to create new content to support your landing pages. For all of this, you need SEO knowledge and skills.

Main Skills You Need

Basically, any skill related to search engine optimization or eCommerce will help. However, the most important skills that you will need are:

Research Skills

Research skills are mandatory in digital marketing, with keyword research skills being particularly important. Simply put, you want to find phrases and words that your target audience uses. Also, the words and phrases you find need to actually have enough search volume to actually use them.

The keywords you find will be used on all the content you create. The end goal is to have a page ranking higher than those of your competitors in search engines to generate more organic traffic.

You have to master research as a whole in digital marketing. This includes researching what other people think about your campaigns, your brand, and so on. Almost every single decision you make in business should be based on research. A failure to use research tools always leads to bad choices.

Analytical Skills

In digital marketing, you gather a lot of data from many several different sources. If you cannot analyze the data, it is completely useless for your campaigns. The best example for this is the use of Google Analytics, which is mandatory if you want to see if your campaign brings in great results or not.

To put it as simply as possible, Google Analytics gives you access to vital information, like how much traffic your website has, traffic demographics, which pages are popular, how many people bounce from the site, and where your traffic comes from. By analyzing this data, you can make changes to your marketing campaigns so you can produce even better results.

Communication Skills

In any marketing department, you have to work with other people. You cannot do everything alone because of the sheer amount of work you have to do to be successful. Also, you will have to communicate with business owners, partners, distributors, advertising specialists, and more, based on the type of campaign you run. Therefore, good communication skills are vital for success.

Multi-Tasking Skills

This continues the point before. Due to the multiple tasks you must undertake every single day, multi-tasking skills are important. You need to make sure that you prioritize everything in a way that makes sense. If you do not prioritize your time correctly, you will end up with projects not being ready on time. The same goes when you cannot do everything in the limited time available.

Unfortunately, multi-tasking skills are not that easy to train. They take time to develop and dedication.

On-Page SEO Skills

Last but not least, on-page SEO skills allow you to optimize content for webpages, landing pages, and even social media channels. Some examples of on-page SEO practices that are particularly important for marketing purposes are:

  • Optimizing page titles
  • Properly implementing keyword frequency
  • Optimizing URLs
  • Optimizing meta descriptions
  • Developing high-quality content

Critical Thinking

The best digital marketer is the one that looks at the data they have access to and understands what happened, exactly why it happened, and what the best thing to do is based on that.

In case you were wondering, critical thinking means analyzing all available evidence, arguments, observations, and facts with the purpose of forming a judgment. As a marketer, you will end up faced with several situations in which it is your critical thinking that will lead to the success or failure of a campaign.


Digital marketing is what businesses need to succeed in the current marketplace, regardless of the industry they operate in. To be a marketer, you need to keep learning and adapting. Without knowledge of eCommerce and search engine optimisation, you cannot service your clients as well as you could.

There will always be some SEO changes needed and web design modifications. ECommerce websites always have to be modified and improved, based on how sales are going and several other factors.

If you do not have the knowledge, you cannot provide competitive services. And this means you cannot get clients or a good job with a marketing agency.

About the Author

Boris Dzhingarov is a passionate blogger. He is the founder of Dzhingarov.com.