Expertise · SEO specialism
✍️ On-page & Content Optimisation
How you craft and develop expertise in your discipline, including your two specialism skills.
Explanations are a first draft and may be refined.
What it is
Shaping pages and content so they meet search intent and earn visibility.
Why it matters at Minty
Great content that nobody finds is wasted. This skill connects client content to real search demand.
What it looks like in practice
- Briefs content around intent, not just keywords
- Improves existing pages based on performance data
- Balances search needs with brand voice
What good looks like at each stage
- 2 · EmergingApplies recommendations correctly using a brief and is learning why they matter.
- 4 · DevelopingOptimises against a brief and is developing the judgement to decide what matters most.
- 6 · EstablishedOptimises competently against a brief, building the judgement to set priority without others checking.
- 8 · StrongPrioritises optimisation within an account; their judgement is developing and still checked.
- 10 · ExemplarySets a content and optimisation plan for an account based on intent and opportunity, from expertise that rarely needs sign-off.
Gateway skill for
Needed at 8+ in the previous role to step into these roles.
Not a gateway skill in this pathway.
Carries the most weight in
Roles where Expertise is weighted highest.