David Epstein, a science writer for The New York Times Magazine, is the author of "Range: How Generalists Triumph in a Specialized World". The book explores the concept of generalism, arguing that it is often more beneficial than specialisation in today's rapidly changing world. Epstein draws on a wide range of research from various fields, including psychology, economics, and biology, to support his claims.
I came across the book as I personally transitioned from a role that specialised in technical SEO into one that was a generalist one where I was Head of SEO for a large, multi-brand ecommerce brand. Previously I'd been even more of a generalist, you could say "opportunist" as I provided ecommerce and digital marketing consultancy across a wide range fo disiplines. Now I wanted to reconnect with that generalist mindset having been very much focused on a much narrower remit.
Key Concepts from "Range" and Their Relevance to SEO
"Range" presents a compelling argument for the value of generalism, challenging the prevailing belief that specialisation is the key to success. Epstein identifies several key concepts that support his argument, each of which has implications for SEO:
T-shaped Skill Set:
Epstein advocates for a "T-shaped" skill set, where individuals have a deep expertise in one area (the vertical stem of the T) and a broad understanding of other related fields (the horizontal bar). This type of skill set allows individuals to see connections between different disciplines and to apply their expertise in new and innovative ways.
SEO Application: In SEO, a T-shaped skill set is essential for success. SEO professionals need to have a deep understanding of technical SEO, such as Akamai configuration, render tree, status codes, robots meta directives, page speed while also having a broad understanding of content marketing, user experience, and analytics. This allows them to develop effective SEO strategies that address all aspects of a website's performance.
Curiosity and Open-mindedness:Â
Epstein emphasises the importance of curiosity and open-mindedness in fostering generalism. He argues that these traits allow individuals to step outside of their comfort zones and explore new ideas. Curiosity drives individuals to seek out new information and experiences, while open-mindedness allows them to consider different perspectives and approaches.
SEO Application: Curiosity and open-mindedness are essential for SEO professionals to stay ahead of the competition. Undoubtably, the SEO landscape is constantly changing, and new tools, techniques, AI and best practices are emerging all the time. SEO professionals who are curious and open-minded are more likely to identify and adopt these new trends, giving them a competitive edge.
Deliberate Practice and Experimentation:Â
Epstein highlights the importance of deliberate practice and experimentation in acquiring new skills and knowledge. He argues that these activities are more effective than rote memorization or passive learning. Deliberate practice involves breaking down a task into its component parts and focusing on improving specific skills. Experimentation involves trying new things and learning from both successes and failures.
SEO Application: This is why SEOs should run their own websites where they can try new tactics out or learn new coding languages or try out different platforms.  Experimentation can help them develop new content marketing strategies, such as using social media to promote their content or creating infographics to share their expertise.
Embracing Uncertainty and Adaptability:
Epstein argues that generalists are better equipped to handle uncertainty and adapt to change than specialists. He attributes this to their broader understanding of the world and their ability to see connections between different disciplines. Uncertainty is a common challenge in SEO, as search engines are constantly evolving and new competitors are emerging all the time. However, generalist SEO professionals are better equipped to adapt to these changes and find new opportunities.
SEO Application: SEO professionals need to be able to embrace uncertainty and adapt to change if they want to succeed in the long term. This means being flexible enough to adjust their strategies as search engine algorithms evolve and being willing to experiment with new techniques.
The Power of Networks and Collaboration:Â
Epstein emphasizes the importance of building strong networks and collaborating with others. He argues that these relationships can provide access to new information, opportunities, and support. SEO professionals can benefit from building networks with other SEO professionals, content creators, and industry experts. These connections can help them get their content in front of more people, improve their SEO strategies, and stay up-to-date on the latest industry trends.
The book "Range" provides a compelling argument for the value of generalism in today's rapidly changing world. And should give SEOs some comfort if they're questioning their role in the industry and considering their path through the various careers that may open up to them.
If you're interested in learning more you can with the book from Amazon (aff).