Akkam’s Razor breaks down the on-the-job self-training that goes into running a blog, and sums up the qualifications thusly:

The process of starting and maintaining a blog involved the knowledge, skills, abilities, and other attributes of multiple disciplines and jobs. By skimming the above, I can easily see competencies of someone specializing in Search Engine Optimization (SEO). There are also elements that could describe a web designer, graphic artist, marketing, advertising, or communications specialist, a copywriter, a community manager, and traffic manager.

A little bit of everything for managing content and driving traffic in Web 2.0 publishing. You can call it “blogger” because no other single term covers it all.

My experience with this site reflects that. In particular, I’ve picked up way more about SEO technique than I ever imagined I would, all just from making sure that a blog’s hyperlinking structure is as complete as any website’s should be (something that a lot of pre-loaded templates really don’t deliver, by the way). It’s certainly not rocket science, and in fact paying attention to how this blog ticks served to demystify how search engine optimization really works. It’s been rewarding so far.