If you own (or do online marketing for) a local business, you understand the challenges that come with this kind of campaign vs. that of a non geo-specific brand.
Local SEO is a lot different from your average SEO campaign, and the local search results are changing more rapidly than any other..
SEO professionals can save a lot of time if they can log into Adobe or Google Analytics and pull their own data.
A basic understanding of business KPIs is also required for proper SEO strategy.
I offer my teams the opportunity to get Adobe and Google Analytics certified because even if they aren’t pulling the data, the understanding helps – but also, most of the time we end up pulling the data.
If you aren’t able to pull and segment data, you’re likely missing out on some insights.
Estimating the level of effort vs. the SEO impact is also key. I’m not saying SEO pros need to be able to write code, but they need to understand the coding implications of the changes they ask for and what that entails for the developers, what the common mistakes and objections are, and even how to overcome them.