Another live blogging report from Search Engine Strategies - San Jose 2007

This session is on what you need to know to be a search marketer, and is moderated by Misty Locke.

First up is Pradeep Chopra, talking about the opportunities that are available in the industry.

The internet has created a level playing field, independent of

• time
• distance
• capital

The SEM industry is growing at an incredible pace, making this the best time to be an SEM professional.

Why a career in SEM?

• Skills are portable
• Flexibility: Anytime, anywhere
• Innovation and adventure
• You don’t need a professional degree
• Salaries are attractive
• Entry level salaries - 30-45k
• Specialist 50-75k
• Expert 75-90k
• Director 95-150k
• VP - 300k+

What skills do you need?

• Comunication
• Passion about the internet
• Networking
• Quick learner
• SEO - Technical, HTML, Optimization
• PPC - Creative (copy writing), analytical & quantitative
• Sales & Marketing

The future:

• Web2.0 - social networking
• Rich media advertising
• Behavioral advertising
• Conversions / Analytics
• Beyond US

Hot Verticals

• Retail
• Travel
• Finance
• Education
• Social networking
• SEM

Key to success:

• Use SEM
• Continuous Learning - Certification
• Leadership Role - Teams are expanding, Ability to apply SEM

Next up - Dan Perry who is going to talk about the interview process.

Expect to meet with at least 3 people

• HR - did you lie on the resume?
• Boss - can you do the job
• Boss’ Boss - Corporate fit

Prepare for the generic questions.

Interview Process

• Never bring up money
• Don’t say you have offers elsewhere
• Don’t ask for more vacation
• Know your number and stick to it
• Consider the entire package - insurance, relocation, 401k, etc
• Ask questions
• Be specific - no culture questions

Final thoughts

• Be prepared to compromise
• Develop Diplomacy

Next up David Wallace. He advises using free resources such as blogs and forums. Paid eBooks, online courses, conferences and seminars. But hands on is the best way to get experience. If you don’t have a site, go set one up to play with. Pick a niche, secure a domain name, and establish the website. Then optimize and play with the site.

Network with not only partner, but other search marketers. Develop business partnerships - ad agencies, web design firms, etc. Network online with search marketers - forums, blogs, social media sites. Network in real life with everyone - conferences, trade shows, etc.

Brand yourself as an expert:

• Write informative articles
• Participate in forums
• Participate in Social Media
• Start an informative blog

Things not to do

• Don’t spam forums and/or blog comments
• Don’t steal content or sales copy from others
• Don’t be a know-it-all
• Don’t promise more than you can deliver

Michael Gray is up to talk about the common mistakes

• Promise what you can deliver
• Set reasonable expectations
• Set reasonable limits - how much time you’ll be spending with that client. Avoid the temptation to bcome the defacto in-house SEM
• Disclose any potential conflicts.
• Avoid competing with your clients
• Don’t let your business depend one one client
• Don’t expose your clients websites to unnecessary risks
• Pick and follow your favorite blogs. Limit yourself to a handful
• Use recap or roundup bloggers
• Use subcontractors to scale up/down quickly
• Use subcontractors to compensate for areas that aren’t your strengths
• Be carfeul using subcontractors for mission critical functions
• Know when you need and don’t need a contract
• Large companies won’t work without a contract
• Understand “work for hire” and copyright.
• Get a good accountant
• Learn how to use accounting to your benefit
• A good accountant will save you more money that you are paying them each year.

The last speaker is Jessica Bowman. She advises reading Google Hacks to learn the in and outs of search functionality, as well as Shari Thurow’s newly revised book (released today). Find the blogs of the speakers you liked.

Don’t be afraid to outsource portions of a project to more advanced search marketers.

At a minimum read Search Engine Watch, Search Engine Land, Search Engine Roundtable & Sphinn daily.   Keep on top of changes in SEM.  Expect to spend 2 hours per day readin, just to keep in touch with the market.

As you work, systematize and document your process for consistency and productivity.  You will have gaps between client meetings, organizing helps.  Outsourcing becomes easier.  Productivity increases.  Document your rankings, keyword data gathering, competitive link data, directory submissions, portions of a site audit, optimization Q&A.

Once again - Network, build industry camaraderie.

Filed under: Education and Training, In-House, PPC, SEO on Wednesday, August 22nd, 2007 by Simon Heseltine |
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