Adwords Learning Center Quizzes
Guide to a successful career in marketing search engine
Introduction to SEM (Search Engine Marketing)
Engines Research became an integral part of our lives. In today's world, "being online" is not an option. In United States only about 7 billion searches are made each month. Travel, finance, entertainment, education, health and e-commerce, search engines are used to find information, products and services.
Search Engine Marketing or SEM is the process of marketing a website via search engines. SEM strategies primarily consist of Search Engine Optimization (SEO) and Pay Per Click (PPC) advertising.
SEO is the process of improvement natural or organic rankings on search engines. Search engines rank websites based on variety of parameters and each search engine has its own algorithm to classify the different swebites. However, a common and most important parameter of classification is the credibility of a site that is determined the quality and quantity of other sites linked to it. PPC is a type of Internet advertising where the advertiser pays an agreed amount to a motor search for each click a visitor makes the announcement. It is also known as cost per click (CPC), Paid Placement and Search Engine Advertising.
SEM Industry
According to a survey by SEMPO, Search Engine Marketing industry was 9.45 billion dollars in North America in 2006. It is expected to more than $ 18 billion industry by the year 2011. The industry grew significantly in 2006 HE compared to 2005 when he was less than $ 6 billion in size. In the same study, while SEO is the most popular form of SEM, it accounted for about 10% of total expenditure. However, paid advertising accounted for over 85% of the total SEM spending in 2006.
In recent years, the importance and acceptance of SEM has increased dramatically. According to a survey by SEMPO, of all respondents, over 50% reported that senior management of their companies are "very involved" in their SEM program. The sales and brand awareness were the two main objectives behind all SEM programs.
SEM Job Profiles
The SEM industry growth has created a strong demand for professionals talented and experienced search engine marketing. This demand is expected to grow even faster in the coming years with many new research opportunities existing and budding marketing engine.
The SEM industry offers various types of job roles for its professionals. Given that the industry is still evolving, these job roles are changing and new roles are being created for new initiatives. By example, online PR (Public Relations) has gained a strong growth over the last year and is thus the need for writers and PR traders.
A professional SEM can be used to work in-house or by an agency. For example, e-commerce companies eBay, Google, Yahoo SEM hire professionals for their own products and promotional services. However, people like iProspect hire agencies to serve their customers SEM for various missions. We can also work as a freelancer. Since every activity of an SEM job can be done online, lots of work freelance opportunities exist for independent professionals SEM. Find below the list of some of the key job roles in the SEM industry. If Please note that depending on the size of the organization, some of the roles mentioned above can be combined into a single role.
SEO (Search Engine Optimization)
• Vice President / Director, SEO
• SEO Manager
• Team Lead SEO
• Executive SEO (Link From construction keyword search etc.)
• Writer and editor of content
• Account Manager (for organizations that serve multiple clients)
PPC (Pay Per Click)
• Campaign Executive
• Campaign Manager
• Ad Writer or editor
• Manager account (as above)
In addition to the roles mentioned above, organizations also hire technical professionals and graphic designers for the construction of tools and technologies for the effective implementation and SEM services.
SEM Salaries
Although there is no official data on wages earned by professionals in the SEM, the annual salary of a professional SEM in the United States, which generally varies between $ 30,000 for a exeuctive SEM $ 250,000 for a position at the vice president by years of experience and location. The salary offered for similar roles in India range between Rs 120,000 (approximately $ 2,500) to Rs 30,00,000 (65,000 dollars) per year.
Internally professionals demand higher salaries than professions working in an agency SEM. The main reason behind this wage difference is that professional in-house possess stronger domain knowledge compared to a professional body and therefore the role played by a professional in-house is more critical.
Required Skill sets
To be a successful SEM professional, you need a variety of skill sets. In addition, skill sets requirement changes with time according to the changing needs of the dynamic SEM industry. Find below the details key skills required by a professional SEM.
General Skills
• Large capacity for quantitative analysis and
• Excellent communication skills (including writing)
• need continuous learning (industry is dynamic and must keep abreast of best practices)
Technical Skills
skills • Good understanding of computers, Internet, Email and HTML
• SEO techniques – both do's and don'ts "
• PPC techniques including specific knowledge on programs such as Google Adwords, Yahoo Search Marketing and MSN Advertising
• Good understanding of software tools such as Word Tracker, suggestion keywords Google Traffic Estimator, Google Toolbar, Google Analytics, HTML editors and FTP
• Good understanding of programs relevant and scripting languages such as PHP, ASP, XML and CSS (for technical positions)
Sales & Marketing Skills
• Capacity understand the customer and the market
• Customer Relationship Management
• Ability to demonstrate creativity and innovation in the marketing approach
Unlike the software industry, where many options such as certification exams exist for one to assess their skills, SEM industry offers limited avenues for skills assessment. Given the newness of the industry, it is justified. But few options exist for the evaluation of SEM expertise. Find below few such options:
SEM Certifications
• Google Advertising Professional Certificate
• Yahoo Ambassador Certified
SEM Quiz
• Quiz OM Careers SEM
• Quiz W3Schools HTML
SEM Learning Resources
The success of Search Engine Marketing requires both learning and practice. Element key to learning in the SEM industry is to be aware of recent practices. Therefore, we must have a desire constant learning to be a good search engine marketing. An SEM professional has many options to learn the concepts and best practices SEM. But it is essential that we choose the appropriate options for continuous learning. Find below a list of some learning options.
Message Boards – Given the dynamic nature of the industry SEM, participation in discussion forums is considered to be the best approach to about the latest events. Here is a list of some of the popular SEM discussion forums.
• SEO Chat
• Search Engine Watch
• Web Master World
Blogs – Blogs are another powerful source of learning. Find below some of the blogs that publish valuable information on the concepts, including SEM latest revisions and trends.
• Google Adwords Blog
Yahoo Search Marketing • Blog
• Matt Cutts Blog
• SearchEngineLand
Articles and Tutorials – Some people do not want to go through extensive training or a course. However, they are interested in an intensive course or a rapid revision. Find below some of the popular SEM articles and tutorials written by SEM experts.
• SEMPO Learning Center
• A Beginner's Guide to SEO by SEOmoz
• Google Webmaster
In Online Training – A training course SEM offers a structured way to develop skills and SEM provides a good start, especially for beginners. However, we must be responsible for training continues to be updated on the latest trends. A study of self-learning based offers the convenience of learning anywhere and the flexibility of learning anytime, compared to a training room. Find below a list of some of the valuable online training programs in SEM.
• SEMPO Institute
• Adwords Learning Center
• Yahoo Search Marketing (click on "Discover How Sponsored Search Works.)
• OM Careers SEM Game
• Training Program DMA
Classroom Training – While classroom training has its drawbacks depending on an online training program, the fixed schedule of classroom training provides a structure more powerful (his learning does not depend on the mood) to ensure learning it promises. Find below a list of some of the recognized class based training.
• SEOToolSet
• High Rankings Seminars
• Search Engine Workshops
Newsletters – Newsletters are a great way to keep abreast of latest developments in the world SEM. Find below some popular newsletters and valuable SEM.
• Search Engine Guide
• SearchDay
ClickZ News •
Professional Organizations – By being part of organizations deemed SEMPO SEM as you can stay updated on the latest happenings in the SEM industry. Moreoever, memberships they offer the unique opportunity network with industry experts. Find below some of the reputable organizations search engine marketing professional.
• SEMPO
• SEOPros
Conferences – Participation in conferences SEM is another great opportunity for training and development, directly by industry experts. Find below some of the prestigious conferences search engine marketing.
• Search Engine Strategies
PubCon WebmasterWorld •
• ad: tech
Interviews SEM
Search Engine Marketing is both a science and an art. The selection process for professional of SEM may involve a single interview, several rounds of interviews or a combination of written test and interview. One candidate is the most likely to be tested on both general and technical skills, as mentioned above. Many organizations first conduct an aptitude test, then followed by a technical interview.
Please understand that it is possible that the person interviewing you know no more than buzzwords to some SEM. The reason they are considering you for a position is that they need your expertise and you can be the first to bring this experitse. The company can not be fully convinced of the possibility of SEM for them and you might be able to convince them to through the interview process. It is essential that before you go to the interview, you study the website of your potential employer and the products / services by them.
Some frequently asked questions in an interview SEM are as follows:
1. What are the advantages of SEO over PPC?
2. What is Web Analytics?
3. How to optimize a dynamic web page?
4. What is black hat SEO?
5. List 5 important elements Site referencing.
6. Mention 3 Popular PR directory sites and submitting articles.
7. List 5 most common SEO questions inconsistent found on most websites.
8. What are the most common parameters ROI Search Engine Marketing?
9. What is a landing page?
10. How do you keyword research?
Visit OM Careers SEM Interview section for a complete list of interview questions SEM.
SEM Jobs Resources
The industry increasingly HE has created many new jobs and demand for SEM professionals will increase permanently at least for the next two years. Find below a list of some popular job sites for SEM.
• Jobs SEMPO SEM
• Jobs in USA SEO
• SEO Consultants
• GetAFreelancer (SEO freelance 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.
