Today I want to talk about becoming an SEO professional. People ask me all the time, “How did you become an SEO professional?” My answer is usually, “It’s complicated.”
With the way the economy is going, and the fact that there aren’t really any classes you can take to learn search engine optimization, it can be very hard to get started.
Here is an excerpt from a great SEO article that really speaks volumes about this growing field:
“Getting your career as an SEO professional started in today’s climate takes considerably more effort than even just a few years ago. With most businesses extremely focused on their bottom line and the return, the demand for performance has never been higher. Couple this with traditional hiring practices that typically dictate years of experience equating to future performance, and we’re seeing the merging of the need for both education and experience.
The days of being able to claim success on your personal website or blog and see that translate to a high five figure job are coming to a close. Businesses that can afford seasoned professionals also need to be ready to step up well into six figures to secure this desirable talent. If you are new to this career path, and you see this as a quick route to a six figure income, best to change your perspective now. To command top dollar requires experience and proof of results. Having a few months, or even less than 2 years of time-in, simply isn’t enough for most high-level SEO positions today.”
~ Duane Forrester, Search Engine Land, “SEO Careers In A Recession”
So How Do You Get Started?
A good SEO must have a combination of many different job skills and must truly be a “Jack of All Trades.” You must be able to understand the nuiances of not just many job functions, but many different industries in order to be successful.
I’ve decided to list out some skills you’ll need in order to become an SEO, as well as some steps to take in order to let people know you’re an SEO expert (and hopefully land you a job in the industry)!
The Skills
The skills you’ll need to become an SEO are many, and it usually takes a well-rounded individual to do it effectively. However, if you can master all of these skills – I promise it’s worth it!
1. Code
It’s very important that you understand how to work with code and understand how different types of code effect SEO. You need to be able to implement your recommended SEO changes, rather than just tell people what they should do.
I recommend learning HTML, XHTML, PHP, CFM (and various others), as well as how client-side scripting (Javascript, Ajax, Flash, etc.) effects the robots.
2. Design
You need to understand how design (good or bad) relates to search engine behavoir. A search-friendly (or non search-friendly) design can be the driving force/underlying problem behind any SEO campaign. You need to be able to point out and explain why certain design aspects are good, bad, or ugly in terms of SEO.
3. Marketing
A lot of times, SEO is marketing related. Having a good understanding of literal SEO is good, but understanding how to approach SEO from a marketing perspective can be the factor that puts you over the top.
You need to understand that in this day and age where competition is so fierce, simply getting a client ranked on the first page of Google isn’t enough. You have to know how to make them stand out from the crowd!
4. Copywriting
Who knew that the English 101 course you slept through in your Freshman year of college would ever come back to haunt you? As an SEO, your job literally is to write copy & understand keywords. Without realizing it, you will quickly become a wordsmith.
In this profession, part of your daily routine will involve coming up with new & inventive ways to structure your client’s website copy to make it more conducive to good SEO.
5. Research
Research. Research. Research. Every SEO must be able to conduct effective research utilizing all the tools are their disposal. You will spend a lot of time doing this.
6. Analysis
In addition to effective research, you must be able to analyze the data you collect and make recommendations based off of the results. I find that a good SEO must ALWAYS have an opinion. Many people will come to you for answers, and it is very important that you use your SEO Know-How to steer them in the right direction.
Hint: Always be ready to give your opinion on SEO-related matters. But when giving advice, make sure you’re right or else it may blow up in your face.
7. Business
Understanding your client’s business objectives & goals may be the most critical task assigned to you as an SEO pro. Not only must you understand multiple industries and their search behavior, you must be able to relate that and how your client fits into the big picture.
8. Relationships
You must have a good understanding of how to build and foster relationships. Whether it be with the client or a potential link partner, you must be able to set good expectations and deliver on the objectives of the campaign.
The Steps
There are several steps that you must follow to get a base understanding of the SEO industry, get your name out there, as well as keep up with the trends.
1. Follow the Leaders
This should be your first step! Search the word SEO or Search Engine Optimization on Google, find the top 30 people or so, then sign up their email subscription or RSS feed. These are already established professionals within the industry, and their expertise is something you should tap into.
2. Get Social
Utilize social networks such as Twitter, Facebook, LinkedIn, etc to let the world know who you are, and to help share your SEO journey with other like-minded people.
3. Start a Blog
I strongly encourage you to start an SEO blog. Use it as a place to talk about SEO and to interact with visitors. Once you’ve become established, people will begin to percieve you as an expert in the field and begin coming to you for advice rather than vice versa.
Above all else, remember that starting an SEO career isn’t easy, but I really believe that it is a path worth taking. The search marketing industry is really in demand for good SEO’s. The way I see it, as long search engines exist, there will be people wanting to beat other people in the rankings. That’s where we come in!
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