Whether
you launch a search engine optimization program in-house or outsource
the program, you should keep the following training opportunities
and skill sets in mind:
Advanced SEO techniques, including page titles, META descriptions,
META keyword sets, internal page cross-linking, search engine
submissions, robots.txt files and domain name management;
Comprehends keyword weighting, proximity, density and related
factors;
Search term ranking analysis;
Link popularity building research, management and strategy;
Online forum and industry newsletter monitoring;
National SEO conferences;
HTML and advanced programming languages;
Web site content writing;
Essential Web site usability practices;
Keyword research, including a firm understanding of language and
the way people search;
Web analytics, including understanding common and complex metrics
associated with visitors, unique visitors, page views, online
sales, profitability and more;
Ability to see the big picture and not go so overboard with SEO
practices that the web site gets banned from major search engines;
Appreciation for ethical standards (i.e. should know about cloaking,
keyword stuffing and the differences and nuances associated with
black hat and white hat);
Marketing and branding experience;
Project management, including ability to effectively communicate
needs and foster cooperation from appropriate stakeholders;
Familiarity with pay per click (PPC) programs and how their performance
directly relates to natural SEO results;
Management of paid inclusion (72-hour rapid indexing programs);
How to adjust to the changing algorithms of search engines.
The
search engine optimization field is complex and ever-changing.
To keep pace, you should have plenty of skills on hand. Overall,
the SEO program process should be simple: set goals, choose the
best keywords, optimize pages, submit to search engines and refine
efforts in light of rankings and web analytics.
Michael
Murray is vice president of Fathom SEO, a Cleveland, Ohio-based
SEO firm.
He authored the U.S. Manufacturers Resist Natural Search Engine
Optimization (SEO) and Online Sales Leads study and a white paper,
"Search Engine Marketing: Get in the Game." michael@fathomseo.com
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