Industry experts have mixed views regarding the way ‘search’ should be described but for the purposes of this article Search Engine Marketing covers both Search Engine Optimization (also known as natural search) and Search Engine Advertising (also called pay per click, sponsored, or compensated search).
Even though the title of the guide is ‘Considering A Career In Search Engine Marketing’ it’s important to stress that there are in fact two distinct areas within ‘research’, namely: Search Engine Optimization (search engine optimization) and Search Engine Advertising. For more information, check this out.
Background To Search Engine Growth
It looks like the Internet has been around forever and that having a search engine to look for information is presently a standard day to day activities. But it’s easy to forget that Yahoo! merely celebrated its 12th birthday in March 2007 which Google celebrated its 10th birthday in September 2007. You just have to check out the number of additional products and services that they offer now to see how quickly the business has increased!
As a consequence of the launch of the first Pay Per Click Search Engine by Goto in 1998 (renamed Overture and currently owned by Yahoo Search Marketing) that this lead to an opportunity for SEO companies to bring another service by managing the pay-per-click campaigns for their clients. In addition, it also led to new Search Engine Marketing (SEM) businesses starting up who only specialized in handling Pay Per Click campaigns.
When the search engines launched, their outcomes pages were based on their own proprietary algorithms. As the importance of the search engines to site owners improved so did the desire to be highly ranked in the search engine results. This lead to the development of SEO companies who’d offer a service to maximize a site to maximize its positions in the search engine results.
Of course, wherever there’s growth within an industry there’s also an opportunity and none more so than the project opportunities which are now being created as a result of the phenomenal development of the Internet and search engines. Here are some great ideas about digital marketing.
What Kind Of Skills And Attributes Will You Need?
The type of skills and characteristics required will depend on how professional the work role is and also the level of the occupation. Though many companies want to experience in the work area, others will be looking for well-motivated, flexible people with the ability and desire to master quickly.
For more marketing-related roles (such as handling a sizable pay-per-click campaign for a customer) good business skills, an analytical and enquiring mind, creativity, lateral thinking, and solid product and project management skills are always excellent attributes to have. These transferable skills might have been gained from a wide range of experiences across different businesses.
For the more specialized functions (such as a Search Engine Optimisation Specialist) a technical background in HTML, programming, or IT may be required although the level of history needed will differ from company to company.
However, one overriding attribute to have is the ability to deal with change. Things change so rapidly within the search engine business, with new products and services found on a regular basis in addition to updates to the search engine’s calculations, which you’ve got to be able to respond quickly and examine exactly what the various changes will mean for your clientele.
Where Are Your Job Opportunities?
In addition to job opportunities within the Search Engine Marketing businesses, it’s getting more common to find a few traditional marketing and advertising agencies that offer search engine related jobs. Besides, there are now expert digital media firms supplying search engine marketing services. Corporate companies are also starting to recruit their own Search Engine Marketing specialists to work in-house and this tendency is expected to keep on growing.
Can I Have Enough Experience?
Bear in mind that there aren’t many people inside the industry with more than five years experience of paid search or ten years experience of search engine optimization since the business is quite much still in its infancy! Consequently, when you have little search engine industry experience many companies (large and small) may be willing to supply their own training programs to you if you show the desirable aptitudes and attitudes.
Additionally, companies may also look favorably at applicants who have experience of working in a specific business sector or client group since they already have an appreciation, understanding, and comprehension of their market sector.
If you are searching for a change of industry in your existing role within Sales, Project Planning, Account Management, Business Development, etc., or you’re seeking to discover some new skills in a fast-moving business, there are some exciting career opportunities available in Search Engine Marketing.