Getting A Job In Digital Marketing
College students or grads wanting to know how to get a job in SEO, SEM or PPC (pay-per-click) specialties can obtain a crucial year of experience before graduation. Some colleges, such as Duquesne University in Pittsburgh, Pennsylvania, offer programs in Digital Media Arts. The aspiring college student should identify future employers offering internships as a way to obtain hands-on digital experience for SEO, SEM or PPC careers. Just make sure the mains cables are plugged in before hand.
The prospective job seeker should note the differences between these roles:
–Search Engine Optimization roles often focus on creating or “optimizing” content and keywords for a variety of purposes. For example, a website may want to achieve a higher page rank on Google and other search engines (e.g. Yahoo, Bing and others). Tests performed by a broad spectrum of media analytics companies demonstrate the importance of capturing the customer with a high page rank. The customer probably won’t evaluate 50 pages to find the item or service she’s looking for.
SEO writers often combine direct marketing skills to assist employers and clients in stimulating the buyer’s tendency to purchase from the website. Many SEO professionals use a creative degree as an entry point to agency or corporate jobs.
Search Engine Marketing Careers
SEO differs from Search Engine Marketing in several key ways. Although SEO and SEM professionals possess similar skills, the SEM specialist often uses digital marketing analytics to design and manage search marketing campaigns.
–Search Engine Marketing roles combine an understanding of SEO with search marketing analysis. A variety of tools assist the SEM professional, including free tools like Google Analytics or paid software like Omniture.
Because SEM pros possess highly technical skills, employers like to see an an electrical engineering or computer science degree. Degrees in business, economics and mathematics will also meet with prospective employer approval.
SEM jobs require a unique combination of skills. The SEM professional may be called upon to design a search engine marketing program by selecting keywords and writing or designing online advertisements. Buying in-demand keywords is the first important skills needed by the SEM pro. Thereafter, the ability to manage the “back-end” return-on-investment separates the SEM novice from professional.
Self-Taught SEO/SEM Professionals
On occasion, agency and corporate employers train self-taught individuals. The demand for SEO/SEM and PPC professionals remains very high!