For an SEO marketing campaign to be successful over the long run, certain SEO skill sets need to become part of a company's culture. Effective SEO training that educates team members about specific skills that relate to their job function is a core part of making SEO part of the company DNA. It is important that product managers and content writers be intimately familiar with the keywords that are being targeted by the campaign on social media.
They should be able to do small amounts of keyword research on an ad hoc basis in order to fully optimize new content segments as they are created. The key to training the IT team is to not only cover the technical specifics of SEO best practices, but also to illustrate the value and potential impact these changes have to the business and make the expected outcomes clear.