Internet Marketing Digital_marketing_for_dummies | Page 361

Search Marketing
Search engine optimization (SEO) isn’t dead, but it has changed. Thanks to Google’s
Panda and Penguin algorithm updates, the old rules of SEO no longer apply. Today, to get
ranked (and stay ranked), site owners need to emphasize user experience over traditional
variables such as links and keyword density.
Marketers who specialize in SEO know how to create and implement search marketing
campaigns that move the needle for their company. They understand that search should be
optimized for mobile use, and they know how to optimize content for a wide variety of
search engines, from Google and Bing to YouTube and Google Maps. They embrace the
technical side of marketing and employ techniques that stay within the search engines’
terms of service to increase return on investment through search strategies.
Your job title in this position might be SEO (sometimes also referred to as SEO
Specialist). SEOs are responsible for driving global organic search strategy and
improving visibility of web properties, increasing website traffic from target audiences,
and driving qualified leads and sales. They know how to get eyes on content from blog
posts to podcasts to YouTube videos, using methods that are consistent with the terms of
service (TOS) of major search engines such as Google and Bing. They troubleshoot and
track site performance, including in the areas of social sharing, page load speed, and other
technical issues related to search marketing.
Successful marketers in this role possess a detail-oriented mind that they put to work
identifying search traffic growth opportunities for content and products based on analytics.
They are also researchers and constantly look into the latest in search engine compliance
and guidelines so that they can adjust strategy as necessary. Data drives their decisions;
SEOs also monitor and report on search metrics and demonstrate continuous improvement
of the SEO strategy. SEOs can expect to make a yearly income between $38,000 and
$60,000.