Home SEO Industry

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Sometimes finding your dream job is like an Easter egg hunt: It’s not only how you look for jobs, but also whereyou look for them. It seems like common sense, but in order to hedge your bets and ultimately nab a high-profile gig, it’s all about location, location, location.

This handy map, researched and developed by Onward Search ranks the cities where SEO (Search Engine Optimization) positions are most clustered and breaks down average salary ranges by rank, from entry-level to the big boss. It’s unsurprising that the mantle for most available SEO gigs is New York City (with L.A. and San Francisco hot on its heels), but smaller markets like Atlanta are also willing to pay comparable salaries for top-notch talent.

Are you hungry for a position in the SEO world? Check out the infographic below to find the prime locales for getting your feet wet (or a leg up) in the job of your dreams.

 

SEO Salary and Job Market Guide

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Back in the late 1990s, many internet marketing companies focussed only on the search engines. There is no denying that the search engines do bring results and hence traffic to a website, but there is life beyond the search engines too!

The exceptional, and hence very busy, companies realised that there was far more to marketing than the search engines, and delivered broad and effective campaigns to their clients, using a variety of different strategies and plenty of metrics to assess results. It has taken almost a decade for the industry to catch up that search engines are not the be all and end all of internet marketing, and that the terms “SEO” and “SEM” are just part of the mix.

However, most website owners are still stuck in the ‘old school’ way of thinking, believing that, having built a website, all that is required is to be number one on the search engines and that is the end of the game plan. This level of thinking has far too frequently been backed up by SEO companies who could see a fast buck in optimising a website and ranking it, often for completely obscure terms, to satisfy the customer without educating either the customer or themselves in the finer points of internet marketing.

Invariably, once ranked on the search engines, the customer discovers that little has changed in the way of traffic, enquiries, sales, brand recognition, and so on, and seeks further assistance to increase the results from all aspects of the website marketing, and generate a return on investment. This can become something of a bottomless pit into which to thrown money, particularly if the company being employed to achieve the aims required is only really expert in SEO.

SEO and SEM are just one strategy to deploy in a marketing campaign, and many of the great IM companies take a holistic view to promoting a website, company or product set. Not only do they seek to generate valuable and unique content for the client (or advise on how to do this), but they employ a range of strategies and processes in order to deliver consistent, high quality traffic to a website, and increase the number of conversions from each action to maximise the potential results.

When seeking out a website promotion company, you should look for companies which offer that breadth of thinking. The services they will offer should include:

* Email Marketing
* Forum and blog marketing
* Pay Per Click campaigns
* Landing Pages
* Conversion tracking and metrics
* Ebooks and article marketing services
* Press release distribution
* Optimised content creation
* Social networking and bookmarking
* Video and audio content and promotion
* As well as the good old on and offpage optimisation required to get the search engine rankings.

For every company looking to promote online, there will be a different mix of strategies which will yield the best results, depending on product, brand, target audience and more. It is only by understanding your company and the needs of your potential customers that a suitable internet marketing campaign can be designed, tested and deployed.

Just optimising a few pages for some keywords and phrases has never been sufficient to bring appropriate results, but many in the search engine industry have managed to get away with doing just that, and little more, for over a decade. Now, with the rise of social networks, and the move away from static to dynamic content, virals, and the rise in popularity of video and audio have meant that any company with too narrow a focus when considering marketing tactics can only achieve so much.

Whether you employ an internet marketing company, or train in-house staff to deliver your website promotion, be wary of any specific focus on the terms SEO and SEM. The implication that these are the only methods which will yield results, or the fact that whoever is using them may be unaware of all that is required to deliver an effective online promotion campaign should be fair warning that the person or company using them is still adopting an outmoded way of thinking.

Phil Robinson is an experienced online marketing consultant and Founder of ClickThrough Marketing – an international Search Engine Marketing & Internet Marketing agency.

ClickThrough specialise in Search Engine Optimization, Pay Per Click Marketing, Online PR, Social Marketing & Website Conversion Strategies.

 

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According toa studyconducted by search marketing firm Engine Ready, visitors coming to an online retailer’s website from a paid search ad are 50% more likely to make a purchase than visitors coming from an organic search result.

The study, which tracked 20.8 million visits to 26 online retail sites over a 12 month period, found that the overall conversion rate from paid search was 2.03% compared to 1.26% from organic search. The study also found that paid search visitors purchased, on average, more than their organic counterparts.

If Engine Ready’s findings are to be believed, one might be inclined to conclude that investments in paid search advertising might provide more bang for the buck than investments in SEO. But would that really be the case?

Warren Cowan, the CEO of search agency Greenlight, doesn’t think so. He believes that Engine Ready’s study neglects the entire purchase cycle:

What this research tells you is that paid search has a higher conversion rate than natural search. However, these results are gained by attributing sole value to the last click, ignoring the value of the other channels that lead to it.

Stating that Engine Ready’s study paints “an interesting but largely naive picture“, he cites his company’s own research showing that “sales attributed to SEO on a last click basis increases by as much as 30-50% when the first click is taken into account“.

So who is right? Engine Ready’s data is quite interesting and worthy of consideration but I think Cowan makes a valuable point: a lot can take place between the first click and the last click. Simply looking at the last click paints an incomplete picture of how users discover and interact with websites during the full purchase cycle.

Personally, I think there can be little doubt that PPC and SEO are both usually important components of a comprehensive online marketing strategy. Obviously, resource allocation is important and companies do need to make decisions about how their search marketing budget gets spent.

But the most important factor in making those decisions is collecting the right data. Some companieswillget more from PPC than they will from SEO. And vice versa. But you can only determine that when you take a 30,000 foot snapshot and know what’s taking place from the first time the visitor clicks on the link to the time the visitor clicks that ‘checkout‘ button.

Originally Posted by Patricio Robles on http://econsultancy.com/blog/4431-does-paid-search-deliver-more-conversions-than-organic-search

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A recent Forrester research report,US Interactive Marketing Forecast, 2007 to 2012, concludes that all marketing will become interactive over the next five years, with no single channel dominating the scene.

We’ve seen some evidence of erosion in the ad spend for traditional media this year, as the latestTNS Media Intelligence reportshows a decline in U.S. ad spend for newspapers, radio, and broadcast TV. However, Internet spending increased 17.7 percent to $5.52 billion over the first six months of this year. This supports Forrester’s contention of the shift toward interactive advertising.

Forrester predicts the interactive marketing spend will increase to $61 billion by 2012, and that interactive marketing, coupled with its technological advances, will drive the customer-centric model, demanding integration of all marketing efforts to achieve optimum results with less emphasis on media buying.

Interactive marketing drives growth

What does this have to do with in-house SEM training? Forrester believes four interactive marketing areas will drive major growth: search marketing, online video ads, social media, and mobile marketing—all of which require serious attention and aptitude for search marketing and optimization skills.

Yet, our interactive industry is still young, and we don’t have a lot of trained personnel to provide the skills needed to fuel this growth. With the barrier between traditional and interactive marketing dissolving, Forrester predicts a 27 percent compound annual growth rate (CAGR) for the interactive marketing spend over the next five years. Currently, interactive marketing accounts for 8 percent of all ad spending, and this will increase to 18 percent of total ad budgets in five years. Search marketing is slated to triple in five years. The search category is increasing at 26 percent CAGR and will reach $25 billion by 2012 (Forrester Research).

In-house versus outsource

The question of whether it’s best to outsource search search marketing or bring it in-house has created ambivalence for years, and is currently a topic covered in many industry conference sessions. Research shows at least two-thirds of U.S. businesses prefer to keep SEM in-house.

Reasons can vary, but basically, there are special challenges in executing SEO strategies, especially when it comes to integrating recommendations with other marketing and IT activities among multiple divisions. When it comes to paid search, different departments or divisions can be targeting the same or similar terms, resulting in these units competing against each other for keywords when there is no centralization. The trend is definitely toward in-house SEM, and the headhunters have their jobs cut out for them.

The challenge of in-house search marketing

One of the most difficult challenges marketers face with in-house search marketing is the management, organization, and training of personnel. Very likely, in-house training for SEO, PPC, developers, graphic designers, copywriters, and brand managers will be the norm in the next couple of years, if not sooner. Businesses continue to develop in-house search departments, but if they proceed without SEM/SEO training, they might as well begin their dissolution process in 2008 because their competitors have been and will continue to ramp-up in search knowledge transfer.

Search Marketing:To illustrate the effectiveness of in-house training, I can report that by implementing SEO best practices in-house training in January 2007, a national retailer increased year-over-year, non-brand keyword organic revenue 258 percent in Q1 and Q2 (the company chooses to remain anonymous). Their success is only one of many in-house training success stories. Smart firms will put SEO best practices in-house training on their to-do list today.

Online Video:Increasing consumer adoption of online video will result in a dramatic 72 percent increase in online video ad spending to $7.1 billion by 2012. Forrester Research states, “More customer-centric online video applications will increase the medium’s appeal for consumers and marketers.”

To quoteThe Weather Channel’s search marketing manager Derek Fulford, “…applying SEO basics to your video content will put you ahead of the curve.” Derek has done an excellent job of improving his company’s web site organic search results and raised its Quality Score for Paid Search in the process by complementing video with text-based content.

SEO video best practices being developed today should be on your list for training sessions as soon as possible. Derek was able to revise The Weather Channel’s Forecast Earth strategy to increase the average daily number of video views to 275 percent.

Social Media:As one of interactive’s emerging channels, social media will reach $10 billion in ad spending by 2012. Mainstream adoption will drive spending in social media, mobile marketing, game marketing, widgets, podcasts, and RSS. The social media ad spend alone will reach $6.9 billion (Forrester Research).

Social Media Marketing (SMM) is known to have significant impacts alongside best practice SEO/SEM. AsCondéNetDirector of Marketing Sandor Marik said recently, “SEO best practice just gets you in the game… involvement is needed on all levels. Traditional Web publishers are challenged as target audiences are drawn to blogs and social networking sites. While professional quality content does present unique value, publishers have to employ the tools and practices of the ‘long tail’ to stay visible in the ever-increasing volume of Web content.”

Social media sites also tend to generate a large number of links that vary in quality (in terms of anchor text), while niche blogs tend to provide paid text ads and contextual links with high quality anchor text pointing to specific category and sub-category pages.

The Social Media Marketing best practices being developed today should be on your list for training sessions immediately. The natural link building power we’ve witnessed so far continues to be remarkable.

Mobile:Mobile marketing will reach $2.8 billion by 2012. As consumers become increasingly dependent on personal computing handsets, they’ll start handling more transactions on their mobile devices (Forrester Research).

Currently there are 2.8 billion mobile phone subscribers worldwide, and 233 million were documented in the U.S. in 2006. High penetration of devices that receive input anywhere-anytime provide 5 percent CTR, target specific audiences, have the ability to build customer databases, and generate buzz, a few of the many reasons to be prepared for this next wave.

In-house training on executing mobile marketing content sponsorships, location-specific targeting, and opt-in SMS campaigns should be on your list for training sessions now. Mobile is about interaction, trust, pull, targeting, relevancy, opportunity, and integration with media; it has unquestionably rolled out.

In the face of these challenges, your best response is to be proactive with your basic and advanced in-house SEM/SEO training objectives. Get help now or prepare yourself for mediocre results. I don’t mean to alarm; however, one of my core values is to empower clients. I like to provide my expert opinion based on the best information that can help marketers make informed decisions—the power of “the agency recommends.” And there you have it.

Paul J. Bruemmerhas provided search engine marketing expertise and in-house consulting services to prominent American businesses since 1995. As Director of Search Marketing atRed Door Interactive, he is responsible for the strategic implementation of search engine marketing activities within Red Door’s Internet Presence Management (IPM) services. TheIn Housecolumn appears on Wednesdays atSearch Engine Land.

Opinions expressed in the article are those of the guest author and not necessarily Search Engine Land.

Originally posted by Paul Bruemmer on http://searchengineland.com/training-the-in-house-seosem-marketers-trump-card-12640

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In addition to providing a way to keep in touch with your friends and to grow your network, Twitter can also be a powerful educational tool. Follow the right people, and you’ll pick up valuable tips and information from the experts themselves. If you’re interested in learning more about SEO, here are 25 people to follow on Twitter. I’ve included their bio excerpt to help you learn a little more about them.

 

  • Danny Sullivan— Editor of SearchEngineLand.com, covering Google, SEO, PPC & all aspects of search engines and search marketing.
  • Eryck Dzotsi— Search Marketing Enthusiast, Movie lover, and Cooking CEO of Qomlavy Networks
  • Lee Odden— Traveler, foodie, dad & CEO @TopRank. I tweet mostly about Digital Public Relations, Social Media and SEO.
  • Ann Smarty— Owner SEOSmarty.com and contributor to Search Engine Journal
  • Matt Cutts— Head of webspam team at Google.
  • Thomson Chemmanoor— Search Engine Marketing Expert & Social Media Consultant, Blogger, CEO/Founder of Digital Labz
  • Gerald Weber— I’m the kinda guy that shoots from the hip if ya know what I mean. I’m Also the head janitor and toilet cleaner guy for search engine marketing group in Houston
  • Derek Edmond— Director of SEM and Managing Partner: KoMarketing Associates, B2B SEO, PPC and Social Media. Blog at Cape Cod SEO
  • Rand Fishkin— SEOmoz CEO, Pesky Blogger, Constantly on the Road, Adorned w/ Yellow Footwear
  • Michael Gray— Is a general all around trouble maker
  • Brian Carter— Keynote Speaker, Comedian, Ad agency Director of PPC, SEO, Social Media at Fuel Interactive
  • Aaron Wall— SEO + U = Win!!!
  • Search Engine Land— News and information about search engine marketing, optimization and how search engines such as Google, Yahoo, Microsoft Live.com and Ask.com work for searchers
  • Barry Schwartz— Search Geek
  • Travis Wright— Interactive Media Smart Ass. CrowdSourcerer. SEO Jedi. Part Skeptic / Optimist. Über Bullshittapotomus. ENTP. Evil Genius. Mad Scientist. I’m kind of a big deal
  • Brent D. Payne— Tribune’s Bald In-house SEO Director that also likes to get a little crazy at times.;-)
  • Atniz— Full time work at home mum into blogging, High PR Dofollow Link Building, Increase SERP Ranking, Increase Page Rank, etc
  • Christoph Gold— Business: SEO/SEM Pro, Founder (1999), Marketing & Monetizing, Social Media | Private: Family & Friends, Personal Development, Learning, Reading, 1860, Fitness
  • Rishi Lakhani— I am just your average guy interested in SEO and knowing people. This twitter a/c is purely me and only me.
  • Shark SEO— I go up and down stairs 2 at a time
  • Dave Naylor— Head of Search Marketing – Bronco.co.uk – Speak at lots of conferences on SEO. Bronco is a leading SEO, Web Dev & Design Agency which I run with @BeckyNaylo
  • Matt Siltala— Owner of Dream Systems Media, Blogger, Speaker, SEO, Internet Marketer including Social Media, Viral Marketing, Branding and Rep. Management
  • Todd Mintz— E-Kleck-Tik SEO / PPC / SEM / Internet Marketer
  • Stoney deGeyter— All-around nice guy.
  • Dave Snyder— Co-Founder of Search and Social and IMBroadcast.com
  • Page One Results— Internet Marketing Consultant Since 1995.

Any SEO experts you feel were left of the list? Add their Twitter links as well as your own in the replies!
Originally Posted by Eric on http://www.dirjournal.com/articles/25-seo-experts-to-follow-on-twitter/

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