To become an expert or specialist in seo you need to have an aim in mind and what you want to achieve from that aim. After that, study data related to marketing and your business. It is important to understand the language customers speak when they are looking for a business or service. If a business stays regularly updated with certain keywords they can show themselves more in search pages. Moreover, they can also put up relevant content related to these keywords on their website and social media pages. Another important factor is analysis. New marketing trends need to be analyzed and content and strategies need to be built around those trends to make sure potential customers still find you relevant.