Our final chapter begins with Helen Pollitt taking a look at the skills you need to personally build, to remain as relevant as possible in the SEO workforce for many years to come.

Helen says: “Keep your SEO career on track.

When it comes to your skillset, you need to stop thinking of ‘SEO versus GEO’. Instead, you need to understand how to apply your organic discoverability skills to each and every channel that you may need to – and how you can use AI to enhance those skills.”

How much of your SEO time should you focus on developing those skills?

“SEO is a career that is constantly changing, and not just in the sense that what works in SEO is changing. The tools and educational platforms that are available are changing as well.

As a result of that, we really need to be investing a lot in our own careers and in our skill sets. I like to spend at least a little bit of time every day dipping into articles, watching webinars, or just making sure that there's no breaking news within the SEO industry that I'm missing.

Treat it like an investment. Make sure that you are spending a significant portion of your time investing in those skills and keeping current with what's going on, without succumbing to the hype and fear-mongering that also seems to go around the space at the moment.”