Careers in Search Marketing

Careers in Search Marketing

By Rob Laporte, PresidentDISC, Inc. - “Making Web Sites Make Money”[email protected] www.2disc.com

mailto:[email protected]

http://www.2disc.com/

http://www.2disc.com/

DISC, Inc - “Making Web Sites Make Money”www.2disc.com - [email protected] - 413.584.6500 - 123 Bay Rd., Hadley, MA 01035

Overview• An S&P 100, Pre-Web Business

• Questions to Audience

• Who I am . . . NOT! ; Why I’m here

• Overview of Search Marketing, and Evolution of the Industry

• Helpful Aptitudes, Education, & Experience for Job Applicants

• A Few Good Resources

• Kinds of SEM Jobs; More about Making Your Own Job Opening

• An Opportunity Now

• Contacting Me At DISC

• Please write questions and comments for after this roughly 40 minute talk.

• This Presentation is posted at www.2disc.com/talks/Careers-in-SEM.html (click slides to advance)

http://www.2disc.com/talks/Careers-in-SEM.html


An S&P 100, Pre-Web Business


GE


GE• GE sells tons of valuable stuff • Dehumidifiers, Dishwashers, GE Café, GE Monogram, GE Profile, Microwaves, Refrigerators,

Service & Support, Washers & Dryers, Water Systems, Asset Management, Aviation Services, Business & General Aviation, Commercial Engines, Corporate Aircraft Financing, GE Capital Aviation Services (GECAS), GE Honda AerEngines, Maintenance, Marine Engines, Military Engines, OnPoint(sm), Systems, Unison Industries, Walter Engines, Consumer Electronic Accessories, Computer Accessories, Digital Cameras, Home Electric Products, SmartHome Products, Telephones, Electrical Distribution, Digital Energy Products and Services, Centrifugal Pumps, Energy Financial Services, Gas Turbines - Aeroderivative, Gas Turbines - Heavy Duty & Combined Cycle, Gasification, Hydropower & Water Control, Investment Focus, Lifecycle Services, Nuclear Energy, Solar Power, Steam Turbines, Wind Turbines, Finance - Business, Commercial Lending & Leasing, Healthcare Financial Services, Media, Communications & Entertainment, - Media, Communications & Entertainment, Energy Financial Services, Energy Financial Services, GE Capital Aviation Services, GE Capital Aviation Services, Real Estate Financing, Real Estate Financing, Worldwide GE Capital Locations, Worldwide GE Capital Locations, Consumer Financing, Global Banking, Worldwide GE Capital Locations, Healthcare, Diagnostic ECG, Healthcare Financial Services, Healthcare Information Technologies, Interoperability, Life Sciences, Medical Diagnostics, Patient Monitoring Solutions, Lighting, GE's Commercial Lighting, Automotive, Ballasts, Compact Fluorescent, Halogen, High Intensity Discharge, Incandescent, LEDs, Linear Fluorescent, Miniature, Sealed Beam, General Purpose, Automotive, Holiday Lighting, Outdoor, Track & Recessed, Lighting by Industry, Media & Entertainment, Entertainment TV & Production, Media Communications & Entertainment Finance, Movies, News, Sports & Inf, Parks & Resorts, Peacock Equity Fund, Oil & Gas, Air-Cooled Heat Exchangers, Centrifugal Pumps, Compressors, Drilling & Production Systems, Energy Financial Services, Gas Turbines, Pipeline Inspection & Integrity Services, Reactors & Steam Condensers, Reducing & Metering Systems, Steam Turbines, Turboexpanders, Valves - Control & Safety, Rail, Locomotive Products, Rail Services US, Rail Services Europe, Traffic Control & Dispatch Systems, VeriWise RAIL, Security, Water, Energy Financial Services, Equipment, Membrane Elements, Cartridge Filters and Lab Products, Process Chemicals, Water & Process Technologies, Water Treatment Chemicals


GE

GE’s Market Capitalization is about $170 Billion

GE is about 124 years old.


Google, Inc.

Google’s Market Capitalization is about $170 Billion - Equal to GE.

Google is about 10 years old.


About You

• How many business majors?

• How many English majors or people in the Professional Writing and Technical Communication program?

• Any Professors or TAs?

• How many know what "PPC" stands for?

• How many know what "SEO" stands for?

• How many know what "CRO" stands for?

• Tell me about search marketing material in business school courses?


Who I am . . . NOT!

• I am not very public in my field.

• I do publish, but I’m not into social media (though my firm is via a junior partner)

• First full-time employee is now a luminary in the field.

• My main claim of expertise comes for being an “Old-Timer” and “First Gener.”


Why I’m Here

• Want to give back to the University that gave me so much, including superb preparation for this career.


Why I’m Here


• Hope to convince some of you to work in Search Marketing.


Why I’m Here


• Hope to convince some of you to work in Search Marketing.

• Hope to convince the business school and the Professional Writing and Technical Communication program to teach search marketing more.


Overview of Search Marketing

• Pay-Per-Click advertising (PPC)– Search Ads– Content Network Ads– Rich Media



• Pay-Per-Click advertising (PPC)

– Search Ads

– Content Network Ads

– Rich Media

• Search Engine Optimization (SEO)– SEO Technical Audits and Repair– CMS & Database SEO– Keyword Research and SEO

Copywriting




– Search Ads


– Rich Media

• Search Engine Optimization (SEO)

– SEO Technical Audits and Repair

– CMS & Database SEO

– Keyword Research and SEO Copywriting

• Trusted feeds and shopping comparison sites (e.g. Shopping.com, NexTag.com, Google Product search)




– Search Ads


– Rich Media

• Search Engine Optimization (SEO)

– SEO Technical Audits and Repair

– CMS & Database SEO

– Keyword Research and SEO Copywriting

• Trusted feeds and shopping comparison sites (e.g. Shopping.com, NexTag.com, Google Product search)

• Conversion Rate Optimization (CRO)



• Local Search Marketing– Local search results, Maps,

smartphone maps, Review sites like Yelp.com



• Local Search Marketing

– Local search results, Maps, smartphone maps, Review sites like Yelp.com

• ROI Planning and Reporting– The half of advertising we know works.– Google Analytics– Ominture– Many other Return on Investment (ROI) analysis

software packages and processes.



• Local Search Marketing

– Local search results, Maps, smartphone maps, Review sites like Yelp.com

• ROI Planning and Reporting

– The half of advertising we know works.

– Google Analytics

– Ominture

– Many other Return on Investment (ROI) analysis software packages and processes.

• Pay Per Action and Pay Per Sales


Evolution of the Industry

• Grown very fast• Mid to late 90’s: a few pioneers, some

enormous success stories, lack of standards, too many hucksters and incompetents.



• Grown very fast

• Mid to late 90’s: a few pioneers, some enormous success stories, lack of standards, too many hucksters and incompetents.

• 2000-2005: Steady growth, though the dot com bust produced more desperate incompetents who poisoned the well for the whole SEO industry; emergence of standards, though still no standards association, like the AMA.



• Grown very fast

• Mid to late 90’s: a few pioneers, some enormous success stories, lack of standards, too many hucksters and incompetents.

• 2000-2005: Steady growth, though the dot com bust produced more desperate incompetents who poisoned the well for the whole SEO industry; emergence of standards, though still no standards association, like the AMA.

• 2005 to present: mainstream corporate acceptance; deep tracking of ROI; conversion rate optimization front and center; local search; social media and reviews of businesses.


The Future of SEM

• More of the above• Mobile marketing


The Future of SEM

• More of the above

• Mobile marketing

• Exclusion of ever larger small businesses from high ROI


The Future of SEM




• ROI may get close to parity with non-web marketing


The Future of SEM





• Ever more and better education within and outside of Universities and Colleges


The Future of SEM• More of the above





• Countries with good language education take business from US, as our eduction systems continue to decline.


The Future of SEM






• Countries with good language education take business from US, as our eduction systems continue to decline.

• Artificial Intelligence does more of the work - “The Singularity is Near.”


Helpful Aptitudes, Education, & Experience for Job Applicants

• Aptitudes

– “SEM: In-House vs. Outsourced“ - www.sempo.org/learning_center/articles/outsource - about aptitudes needed.

http://www.sempo.org/learning_center/articles/outsource




• Aptitudes


– “Supply and Demand of Literacy in SEM” - www.2disc.com/news-visibilitymagazine.htm#june08


http://www.2disc.com/news-visibilitymagazine.htm#june08




• Aptitudes


– “Supply and Demand of Literacy in SEM” -

www.2disc.com/news-visibilitymagazine.htm#june08

– What I look for in a candidate.





• Aptitudes


– “Supply and Demand of Literacy in SEM” - www.2disc.com/news-visibilitymagazine.htm#june08

– What I look for in a candidate.

– Why SEM work is resistant to off-shoring for a few more years.





• Education– Get all you can here at Umass– Read key resources: future slide has

some– Consider online courses



• Education– Get all you can here at Umass

– Read key resources: future slide has some

– Consider online courses

– Business students take and do your best in English Department classes.

– English and Humanities students take business classes, especially marketing.








– Read good literary arts, not just blogs– Learn and practice writing well








– Read good literary arts, not just blogs

– Learn and practice writing well

– Read in business sources outside of SEM, e.g., Business Week, Tom Keene’s Bloomberg Podcasts.



• Experience– The more the better of course, but to

start off, experiment with your own web site or blog, or that of a small business that is doing badly (so can’t be hurt much).


A Few Good Resources

• SearchEngineLand.com, SearchEngineWatch.com

• Books: The Art of SEO, SEO for Dummies (both versions out there now)

• Andrew Goodman’s most recent book on PPC

• Jakob Neilsen’s books, Prioritizing Web Usability and HomePage Usability. Maybe Eyetracking Web Usability (emergent field of neuro-marketing)

• Read Google’s vast resources.

• Podcasts on WebMasterRadio.fm: Bruce Clay’s “SEM Synergy,” David Szetela’s “PPC Rockstars”


Kinds of Jobs

• SEM Agencies, like BruceClay.com, iProspect.com, OneUpWeb.com.


Kinds of Jobs


• In-house SEM employee at a company. If the company doesn’t have that position, tell them they need it, and step right up and in.


Kinds of Jobs


• In-house SEM employee at a company. If the company doesn’t have that position, tell them they need it, and step right up and in.

• Start a consultancy. Hard to do from scratch because no one person can do it all. And starting a business is hard work with uncertain reward. The era of upstart thrifts dominating is ending.


More about Making Your Own Job Opening

• Produce a search marketing analysis and an ROI projection for a company that shows profit based on hiring a search manager; send it to a company; request an interview.

• Of course that requires a lot of homework first.


An Opportunity Now

• If you know a business ready to spent a minimum of $750 (on local search), or the average $12,000 for SEO, or $3000 per month plus for PPC, or $2000+ on any search marketing, introduce me and my firm, get 6% referral fee, and I’ll train you to help with the job (with likely stipend on top).

• $12,000 referral means $720 to you.• Up to 10%, especially for PPC referral.


Officious Preaching

Meditate


Contacting Me at DISC

• Rob Laporte, [email protected]• I’m very busy now, so please don’t expect

immediate replies, but I’ll try to be prompt.• Another opportunity for the gifted: The DISC web

site is currently slated for a long overdue rewriting and some redesign. It is highly educational now, that educational material needs some updating (though it’s 95% right) and will be split off into a separate section for the detail-hungry readers. If you have great copywriting skills, let’s talk.




• I invite your questions and comments

• This Presentation is posted at www.2disc.com/talks/Careers-in-SEM.html (click slides to advance)

Q & A

Careers in Search Marketing

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Transcript of Careers in Search Marketing