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Guidelines for a successful career in Search Engine Marketing

Introduction to SEM (Search Engine Marketing)

Search engines have is an integrated part our lives. In today's world ", where online 'is not an option. In the U.S. alone, around 7 billion searches made each Month. Travel, finance, entertainment, education, health and e-commerce, search engine 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 improving the natural or organic rankings in search engines. Search engines rank websites on various parameters is based and any Search engine has its own algorithm to rank different Swebits. However, a common and important parameter Ranking the credibility of a website by the quality and determines the quantity of other sites that link to it. PPC is a type of Internet advertising where the advertiser pays an agreed amount to a search engine for each Click on a visitor makes on the ad. It is also known as Cost-Per-Click (CPC), Paid Placement and Search Engine Advertising.

SEM Industry

According to a research by SEMPO Search Engine Marketing Industry 9450000000 $ in North America was in 2006. It is expected to more than $ 18000000000 industry until 2011. The SEM industry increased significantly in 2006 compared to 2005, when there is less than $ 6,000,000,000 was great. Following the same research, while SEO is the most popular form of SEM, representing approximately 10% of total expenditure. However, Paid Advertising accounted for over 85% of total spending in 2006 SEM.

In recent years, the importance and acceptance of SEM grown significantly. According to a survey by SEMPO, of all respondents said more than 50%, that senior management in their companies are "very involved" in their SEM program. Sales and brand awareness were the two main objectives behind all SEM programs.

SEM Job Profiles

Growth in the SEM industry has a strong demand created for experienced and talented search engine marketing professionals. This demand is expected to be even faster in the coming years with many new opportunities for existing and aspiring to grow search engine marketers.

The SEM industry offers various types of work rolls for its professionals. Since the industry still in development, these roles are also changing jobs and new roles are created with new initiatives. For instance, online PR (Public Relations) is a significant growth in recent years won, and so is the need for PR writers and marketers.

A professional SEM can be employed in-house work or by an agency. For example, E-commerce companies like eBay, Google, Yahoo SEM professionals for hire to promote their own products and services. But agencies like iProspect hire people for their clients SEM different tasks. You can also work as freelancers. Since every activity of an SEM job can be done online, there are many opportunities for independent professionals SEM professionals. Find below the list of some of the key job roles in the SEM industry. Please note that depending on size of organization, some of these Functions in a single role can be combined.

SEO (Search Engine Optimization)

• VP / Director, SEO
• SEO Manager
• SEO Team Lead
• Executive SEO (link building, keyword research, etc)
• Content Writer and Editor
• 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 above-mentioned roles, organizations also hire technical professionals and graphic designers for the Construction of instruments and technologies for effective SEM implementation and service.

SEM Salaries

Although there is no official data on the salaries earned SEM professionals, depending on the annual salary for a professional SEM usually between U.S. $ 30,000 for a SEM exeuctive to $ 250,000 for a VP level position from the many years of experience and location. The salary for similar roles in India between Rs 120,000 (approximately $ 2,500 available) to Rs 30,00,000 (approx $ 65,000) per year.

In-house professionals demand higher salaries than professions working in an SEM agency. The main reason for this salary difference is that in-house professionals greater Domain knowledge of, compared to a professional agency and thus the role of an in-house professional is carried out more critical.

Required Skill Sets

To a successful professional SEM, you need a variety of skills. In addition, the skills needs change is the time to be the changing needs of dynamic SEM industry. Below are the details of the key skills needed by a professional SEM.

General Skills

• Strong quantitative and analytical skills
• Excellent communication skills (particularly writing skills)
• Constant Urge for learning (industry is dynamic and you have to stay abreast of best practices)

Technical Skills

• sound understanding of Computers, Internet, e-mail and HTML knowledge

• SEO techniques – both the "Do's and Don'ts"

• PPC techniques including specific knowledge about programs such as Google Adwords, Yahoo Search Marketing and MSN Advertising

• sound understanding of tools like Word Tracker, Google Keyword Suggestion & Traffic Estimator, Google Toolbar, Google Analytics, HTML editors and FTP software

• sound knowledge of relevant programming and scripting languages like PHP, ASP, XML and CSS (for technical positions)

Sales & Marketing Skills

• Ability to understand the customer and the market
• Customer Relationship Management
• Ability to think creatively and brings innovation to the marketing approach

In contrast to the Software industry, assess where many options such as certification exams for one of its capabilities exist, the SEM industry offers limited avenues for review of skills. Given the novelty of the industry, it is justified. However, there are still some options for applying SEM skills. Below are some of these options:

SEM Certifications

• Google Advertising Professional certification
• Yahoo Certified Ambassador

SEM Quizzes

• OM Careers SEM Quiz
• W3Schools HTML Quiz

SEM Learning Resources

Success in Search Engine Marketing requires both learning and practicing. The central element of learning in the SEM industry step to the latest and best practices. Therefore, one needs to learn a constant urge to be a successful search engine marketers are need. An SEM professional has many options to learn SEM concepts and best practices. However, it is crucial that you select the appropriate options for continuous Learning. Below is a list of selected learning options.

Discussion Forums – Given the dynamic nature of the SEM industry, participation in discussion forums is considered the best Approach to date latest events. Below is a list of some of the most popular SEM discussion forums.

• SEO Chat
• Search Engine Watch
• Web Master World

Blogs – Blogs are another powerful source of continuous learning. Below are some of the blogs that provide valuable information To publish about SEM concepts including latest revisions and trends.

• Google Adwords Blog
• Yahoo Search Marketing Blog
• Matt Cutts Blog
• Search Engine Land

Articles and Tutorials – Some people do not want to go through a full training or a course. However, they are interested in a crash course or a quick revision. Below are some of the most popular SEM articles and tutorials written by SEM experts.

• SEMPO Learning Center
• Beginners Guide to SEO by SEOmoz
• Google Webmaster Guidelines

Online Training – A training or a course in SEM provides to learn a structured way to SEM skills and provides a good start, especially for beginners. However, one needs to take responsibility for continuous Learning to be updated on the latest trends. A self study based online training the convenience of learning from anywhere and offers the flexibility of learning anytime, compared to an on-site training. Below is a list of some of the most valuable online training programs in SEM.

• SEMPO Institute
• Adwords Learning Center
• Yahoo Search Marketing (click on "Find out how this works Sponsored Search.")
• OM Careers SEM Game
• DMA Training Program

Classroom Training – Classroom although some disadvantages, an online training program, the fixed schedule of training provides a powerful Structure (not from one's learning on the mood), promises to ensure learning. Below is a list of some of the recognized classroom based training.

• SEOToolSet
• High Rankings Seminars
• Search Engine Workshops

Newsletters – Newsletters are a great way to get on the latest happenings in the world SEM. Below are some of the most popular and most valuable SEM Newsletter.

• Search Engine Guide
• SearchDay
• ClickZ News

Professional organizations – by being able to part of the renowned organizations such as SEMPO SEM, one-to-date on the latest happenings in the SEM industry remain. Moreoever, these memberships offer exceptional opportunity to network with experts from the industry. Below are some of the leading search engine marketing Professional associations.

• SEMPO
• SEOPros

Conferences – Participation in conferences and SEM is a great opportunity for further training Development, directly from the experts from the industry. Below are some of the prestigious Search Engine Marketing conferences.

• Search Engine Strategies
• Webmaster World PubCon
• ad: tech

SEM Interviews

Search Engine Marketing is both a science and an art competition for the SEM professionals can be a single interview, multiple rounds of interviews or a combination of written test and an interview. One candidate is most likely to be tested both on general and technical skills, as mentioned above. Many organizations are working, do a fitness test and then follow it with a technical interview.

Please understand that it is possible that the person you may not know more than just a few words to interview SEM. The reason for considering are you for a position that they need your know-how, and that you may bring to the first, that experitse. The Company can not exceed the full the potential of SEM for them to be convinced, and maybe they can through the interview process to convince. It is important that before you go for the interview, study the website of your potential employer and the products / services offered by them.

Some of the questions often asked in an interview, SEM are:

1st What are the advantages of SEO over PPC?
2nd What is Web Analytics?
3rd How to optimize a dynamic web page?
4th What is black Hat SEO?
5th List 5 important website elements for SEO.
6th Mention 3 popular PR, directory and article submission websites.
7th List 5 most common questions found incompatible SEO on most sites.
8th What are the most frequent ROI metrics in Search Engine Marketing?
9th What is a landing page?
10th How can you keyword search?

Visit OM Careers SEM Interview section for a comprehensive list of SEM interview questions.

SEM Jobs Resources

The growing SEM industry has created many new jobs and the demand for SEM professionals, the continuous increase at least for the next years. Below is a List of some of the most popular job sites for SEM.

• SEM Jobs at SEMPO
• SEO Jobs in USA
• SEO Consultants
• GetAFreelancer (SEO Freelancer 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.

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