Guidelines for a successful career in Search Engine Marketing
Introduction to SEM (Search Engine Marketing)
Search engines have become an integral part of our lives. In today's world, "being online" is not an option. In the United States alone, approximately 7 billion searches are conducted each month. Travel, finance, entertainment, education, health or commerce, search engines are used to find information, products and services.
Search Engine Marketing or SEM is the process of marketing a website through search engines. SEM strategies primarily consist Search Engine Optimization (SEO) and Pay Per Click (PPC) advertising.
SEO is the process of improving natural or organic rankings in search engines. Search engines rank websites based on variety of parameters and each search engine has its own ranking algorithm swebites different. Parameter However, a common and most important for classification is the credibility of a site that is determined by the quality and quantity of other sites, thanks to her. PPC is a type of Internet advertising where the advertiser pays an agreed amount in a search engine for every click a visitor makes the announcement. Also called cost per click (CPC), paid placement and search engine advertising.
SEM Industry
According to research by SEMPO, Search Engine Marketing Industry was 9.45 billion dollars in North America in 2006. Industry is expected to be 18 million in 2011. The SEM industry grew significantly in 2006 over 2005, which is under U.S. $ 6 billion in size. In the same study, while SEO is the most popular form of SEM, representing approximately 10% of total expenditure. However, ads paid represented over 85% of the total SEM spending in 2006.
In recent years the importance and acceptance the SEM has increased dramatically. According to a survey by SEMPO, of all respondents, over 50% reported that senior management in their companies are "very interested" in their SEM program. Sales and brand awareness were the two main objectives which all SEM programs.
SEM Job Profiles
The growth in the SEM industry has created strong demand for experienced and talented professional search engine marketing. This demand is expected to grow even faster in coming years, with many new marketing opportunities for existing and budding search engine.
The industry SEM offers all kinds of paperwork for their professionals. Since the industry is still evolving, these job roles are changing and new features are created with new initiatives. For instance, online PR (Public Relations) has gained strong growth over the last year and therefore the need for writers public relations and marketing.
An SEM professional may be employed to work in the company or by an agency. For example, e-commerce companies as eBay, Google, Yahoo SEM hire professionals for their own products and promotional services. However, agencies like iProspect hire people to serve their SEM clients for various tasks. A can also function as an independent. Since every activity of an SEM job can be done online, there are many job opportunities independent freelancers SEM. See below for a list of some of the key job functions in the SEM industry. Note that depending the size of the organization, some of the above functions can be combined into a single function.
SEO (Search Engine Optimization)
• Vice President / Director SEO
• SEO Manager
• SEO Team Lead
• Executive SEO (Link Building, Keyword Research, etc)
• Content Writer
• Account Manager (for organizations that serve multiple clients)
PPC (Pay Per Click)
• Campaign Executive
• Campaign Manager
• Ad Writer or Copywriter
• Account Manager (as above)
In addition to the functions above, organizations also hire technical professionals and graphic designers to create tools and technologies for the effective implementation the SEM and services.
SEM Salaries
Although no official data available on wages for SEM professionals, the annual salary of a SEM professional in the United States generally range from $ 30,000 for Mr. exeuctive $ 250,000 for a VP level position with years of experience and location. The wage offer for similar roles in India range between 120,000 rupees (about U.S. $ 2,500) to Rs 30,00,000 (approximately $ 65,000) per year.
In the house professionals demand higher salaries than professions working in an SEM agency. The main reason behind this wage difference is that professionals in the home have a better knowledge of the area in front of a professional agency and therefore the role played by a professional home – is more critical.
Skills measured
To be a successful SEM professional, you need a wide variety of skill sets. Moreover, the skill sets requirement changes with time according to the changing needs of the dynamic SEM industry. Please find below details the key competencies required for professional SEM.
General Responsibilities
• High capacity and quantitative analysis
• Excellent communication skills (particularly writing skills)
• the constant desire to learn (the industry is dynamic and we must keep abreast of best practices)
Technical Skills
• Good knowledge of computers, Internet, email and HTML skills
• SEO techniques – both to do and not do "
• PPC techniques including knowledge of specific programs such as Google AdWords, Yahoo and MSN Search Marketing Advertising
• Good knowledge tools such as Word Tracker keyword suggestions Google Traffic Estimator, Google Toolbar, Google Analytics, HTML and FTP Software Publishers
• Good knowledge of relevant programs and scripting languages like PHP, ASP, XML and CSS (for technical positions)
Sales and Marketing Skills
• Ability to understand customer and market
• Customer Relationship Management
• Ability to think creatively and develop innovative marketing approach
Unlike the software industry, where many options such as certification exams exist for one to assess their skills, the SEM industry offers limited opportunities for skills assessment. Given the newness of the industry, is justified. However, there are few options for skills assessment SEM. Find below some options such as:
SEM Certifications
• Google Advertising Professional Certification
• Certificate from Yahoo Ambassador
SEM Quizzes
• OM Careers SEM Quiz
• W3Schools HTML Quiz
SEM Learning Resources
Success in Search Engine Marketing requires both learning and practice. The key to learning in the SEM industry is to be aware of past practices. Therefore, you must have a constant desire to learn to be a successful search engine Marketer. An SEM professional has many options to learn SEM concepts and best practices. However, it is essential to choose the appropriate options for continuous learning. Below is a list of learning options selected.
Forum – Given the dynamic nature of the SEM industry, participation in discussion forums is considered the best way to keep abreast of the latest developments. Here is a list of some of the popular SEM newsgroups.
• SEO Chat
• Search Engine Watch
• World Web Master
Blogs – Blogs are another important source of learning. Find below some of the blog that publishes valuable information about SEM concepts including reviews and latest trends.
• Google Adwords Blog
• Yahoo Search Marketing Blog
• Matt Cutts Blog
• SearchEngineLand
Articles & Tutorials – Some people do not want to go through extensive training or course. However, they are interested in an intensive or a quick review. Find below some popular articles and tutorials written by experts SEM SEM.
• SEMPO Learning Center
• Beginners Guide to SEO by SEOmoz
• Google Webmaster Guidelines
Online Training – Training or a course in SEM provides a structured way to learn SEM skills and provides a good start, especially for beginners. However, we must be responsible for learning is still updated on the latest trends. A study of free online training offers the convenience of learning anywhere and the flexibility to learn at any time, in compared to indoor training. Below is a list of some online training programs in the SEM.
• Institute SEMPO
• AdWords Learning Center
• Yahoo Search Marketing (click on "Discover How Sponsored Search Works.")
• OM Careers SEM Game
• DMA Training Program
Classroom Training – While the training classroom practice has some drawbacks in an online training program, the fixed schedule of classroom training offers more powerful structure (not his learning does not depend on mood) to promises to ensure learning. Below is a list of some recognized class-based training.
• SEOToolSet
• High Rankings Seminars
• Search Engine Workshops
Newsletters – Newsletters are a great way to stay informed on the latest developments in the SEM world. Find below some popular and valuable newsletters SEM.
• Search Engine Guide
• SearchDay
• ClickZ News
Professional Organizations – As part of prestigious organizations such as SEMPO SEM, you can stay updated on the latest developments in the SEM industry. Moreoever, affiliations that offer the unique opportunity to network with industry experts. Find below some of the organizations consider Search Marketing Professional Motor.
• SEMPO
• Seomna
Conferences – Participation in SEM conferences is another great opportunity for training and development directly from industry experts. Find below some of the prestigious Search Engine Marketing conferences.
• Search Engine Strategies
• WebmasterWorld PubCon
• ad: tech
SEM Interviews
Search Engine Marketing is a science and an art. The selection process for professionals SEM May involve a single interview, multiple rounds of interviews or a combination of the written test and maintenance. A more likely candidate to be tested in both general and technical competencies, as mentioned above. Many organizations first conduct an aptitude test and continue with a maintenance technician.
Please understand that it is possible that the person interviewing you may not know more than just a few SEM buzzwords. The reason we are looking for a position is that they need their expertise and may be the first to bring this experitse. The company can not be totally convinced by the potential of SEM for them and you may be able to convince through the interview process. It is essential that before going to the interview, study the website of your potential employer and the products / services offered by them.
Some frequently asked questions in an SEM interview are:
1. What are the benefits SEO PPC?
2. What is Google Web Analytics?
3. How can you optimize a dynamic website?
4. What is black hat SEO?
5. List 5 important website elements for SEO.
6. Mention AB 3 people, directories and websites for submitting articles.
7. List 5 most common SEO questions found in most incompatible websites.
8. What are the most common parameters Search Engine Marketing ROI?
9. What is a page of Fate?
10. How can search by keywords?
Visit OM Careers SEM Interview section for a complete list of SEM interview questions.
SEM Jobs Resources
The growth of the SEM industry has created many new jobs and demand for professionals will rise continuously for at least the next two years. Below is a list of some popular job sites for SEM.
• SEM Jobs at SEMPO
• SEO Jobs in France
• SEO Consultants
• GetAFreelancer (SEO independent jobs)
About the Author
Pradeep Chopra is one of the co-founders of OMLogic Consulting, an
online marketing consulting
and outsourcing company. Prior to OMLogic, Pradeep was one of the founders of Whizlabs Software, where he developed the online business model for which Whizlabs won the ‘Most Innovative Indian IT Company’ award from NASSCOM. Online Marketing is his passion and he is among the pioneers in India who started using Online Marketing as early as 2000. He is an international speaker and author on Online Marketing. He is also the founder of OM Careers, an
online marketing careers community.
. Pradeep is a graduate of Indian Institute of Technology (IIT), Delhi and is a member of the
SEMPO’s Global Committee
, which facilitates the growth of Search Engine Marketing, globally. Pradeep can be reached through email at pradeep @ omcareers.org.
