SEM Industry Training: What are the Options?

By Kalena Jordan

The State of SEM Training

Search Engine Marketing is the hottest new career to sweep the employment sector. There are literally more jobs available than there are marketers to fill them, hence the high salaries. Traditionally, SEO/SEM has had a long, steep learning curve, so there is currently a large supply/demand gap.

The growth of the industry has underscored the need for faster, more flexible training options. The demand for trained SEO/SEM staff has accelerated the launch of online training programs in the past three years. The spread of misinformation and the growth of dodgy SEO practices have also highlighted a need for best-practice industry certification.


Advantages of a Career in SEM

Here are the major advantages of having a career in search engine marketing:

1.    The search industry is hot, hot, HOT!
2.    SEO considered one of four jobs on the cutting edge
3.    The pay is (usually) fantastic
4.    You can learn it all online
5.    You can be your own boss
6.    Search marketing has the WOW factor
7.    The demand is strong and growing
8.    The industry is hip and groovy
9.    The skills are portable and global
10.    Job satisfaction is high


SEM Training Options

If you decide to start that career in search engine marketing, you have numerous training options open to you:

- Do It Yourself (DIY)
- E-books and online manuals
- Books and offline manuals
- Conferences and seminars
- In-person training
- Online courses

Let’s go through these training options one by one.


Do It Yourself (DIY)

You could try to learn search engine marketing on your own, by conducting your own research, reading widely in webmaster forums and honing your skills on your own sites via trial and error.

The advantages of learning SEM on your own are:

- You can set your own timeframe
- It’s generally inexpensive
- You have the satisfaction of acquiring skills on your own

The disadvantages of learning SEM on your own are:

- There is a very long lead time
- You will be faced with conflicting and unreliable information sources
- There is only a limited ability to network with peers
- Research is time-consuming
- You won’t know what works and what doesn’t until you trial it
- You’ll have no record or proof of skills acquired


E-books and Online Manuals

There are plenty of e-books and manuals about search engine marketing available online.

The advantages of learning SEM via e-books and manuals are:

- They are generally inexpensive
- They are readily available

The disadvantages of learning SEM via e-books and manuals are:

- They are generally considered lower quality than training
- There is no interaction with your peers
- You’ll have no record or proof of skills acquired

Examples of SEM e-books and manuals include:

The SEO Book by Aaron Wall

The Nitty Gritty of Writing for the Search Engines by Jill Whalen

SEM: The Essential Best Practice Guide by Mike Grehan


Books and Offline Manuals

As with online versions, there are just as many physical books, CDs and offline training manuals available to persons wanting to learn search engine marketing.

The advantages of learning SEM via books and offline manuals are:

- They are usually inexpensive
- They are readily available

The advantages of learning SEM via books and offline manuals are:

- The information dates quickly
- There is no interaction with your peers
- You’ll have no proof of skills acquired

Examples of SEM books and offline manuals include:

Search Engine Visibility by Shari Thurow

SitePoint’s SEM Kit by Dan Thies

Building Your Business with Google For Dummies by Brad Hill


Conferences and Seminars

As search engine marketing has grown as an industry, so too have the number of conferences and events dedicated to it.

The advantages of learning SEM via conferences and seminars are:

- They offer cutting edge information
- They often provide access to search engine staff
- They give you the ability to network with peers

The disadvantages of learning SEM via conferences and seminars are:

- You must travel to the venue
- They generally provide no training material
- They can be more expensive than other options
- You’ll have no record or proof of skills acquired

Examples of SEM conferences and seminars include:

Search Engine Watch’s Search Engine Strategies

Webmaster World’s PubCon

Search Engine Land’s Search Marketing Expo

Australia’s Search Summit


In-person Training

Just as the number of conferences relating to search engine marketing has grown, so too has the demand for in-house training in SEO and SEM subjects.

The advantages of learning SEM via in-person training are:

- It generally includes step-by-step instructions
- Training material is usually provided
- Verification of subjects studied is provided
- You have the ability to network with your peers
- Some form of certification is generally given
- University credits are sometimes available
- Certification may be recognized by potential employers

The disadvantages of learning SEM via in-person training are:

- You must travel to the venue
- The information can date quickly
- It can be more expensive than other options

Examples of SEM in-person training include:

Bruce Clay’s SEOToolSet

Jill Whalen’s SEM Seminars

Search Engine Bootcamp

Elite Retreat


Online Training Courses

It’s not always viable or affordable for webmasters to attend conferences or training sessions at a venue other than their home or workplace. For these reasons, the demand for online training in search engine marketing subjects has skyrocketed.

The advantages of learning SEM via online training courses are:

- Courses are available 24/7 from any location worldwide
- Training materials are provided
- They are usually cheaper than venue-based options
- They generally include step-by-step instructions
- Courses are self-paced and interactive
- Certification is provided
- A knowledge benchmark is required to qualify for certification
- Verification of subjects studied is provided
- The lesson materials are updated regularly
- University credits are sometimes available
- Certification is usually recognized by potential employers
- Training institutions can assist graduates with employment

The disadvantages of learning SEM via online training courses are:

- They can be more expensive than other options
- There is only a limited ability to network with peers

Providers of online training courses in search engine marketing include:

Search Engine College - http://www.searchenginecollege.com/affiliates/jrox.php?id=195_1_aaid_2


Benefits of Industry Certification

When it comes to industry certification, there are various schools of thought in the SEM industry. Some suggest certification is simply not necessary, others state that SEO/SEM has no official industry standards, so any certification is meaningless, still others insist that certification is becoming increasingly important to potential employers and persons seeking careers in SEO and SEM.   

If you’re skeptical about the value of industry certification, ask yourself these questions: Will you be looking to hire search marketing staff over the next 12 months? Would you prefer to hire search marketing staff that hold industry certification? Will you be seeking a job in the search industry over the next 12 months? Do you think holding industry certification would give you an edge over applicants applying for the same jobs?

Here are some advantages to having industry certification in search engine marketing:

For Staff:

- Proof of subjects studied and skills acquired
- Ability to promote certification on web site / CV
- An edge over other applicants when applying for SEO/SEM jobs.

For Employers:

- Ability to hire based on a proven skill set (e.g. ability to set up a Yahoo! SEM campaign quickly).
- Ability to impress clients with certified status of staff.
- Reassurance that search engine-approved methods are used.
- Less on-the-job training is required.


To Sum Up

Everyone has a different learning style, so don’t assume one method will work for you. Don’t rely on a single source of training for your search engine marketing needs. Attend conferences, purchase books, take a course, network in forums and DIY when you can to acquire a broader knowledge base.

Finally, remember that training should always be supported by hands-on SEO/SEM experience so get those hands dirty!


About the Author:

Article by Kalena Jordan, one of the first search engine optimization experts in Australia, who is well known and respected in the industry, particularly in the U.S. As well as running her own SEO business, Kalena manages Search Engine College - http://www.searchenginecollege.com/affiliates/jrox.php?id=195_1_aaid_2

11 Reasons Why You Should Consider a Job in Search Engine Marketing

By Kalena Jordan

Are you currently seeking employment? Looking for a new profession? Considering a career change? Then a job in the field of Search Engine Marketing should be at the top of your list. Here are 10 reasons why:

1) The Search Industry is HOT

The first dot-com bubble may have burst 6 years ago, but the current bubble is getting bigger and stronger every day. One of the main reasons for the current dot-com boom is the skyrocketing growth of the search engine industry. No longer the territory of geekdom, search has exploded into the mainstream over the past few years and businesses are falling over themselves to get seen by online searchers. And they'll pay big bucks to search engines for the privilege.

Have you noticed that Google shares recently hit USD 500 EACH? It's not a coincidence. Search giants like Google, Yahoo and AOL can't fail to make money because everybody wants a bit of the search action. There's no denying, search is HOT, HOT, HOT.

2) It's Considered one of Four Jobs on the Cutting Edge

According to a recent article on MSN Careers, the position of  Search Engine Optimizer is considered one of four jobs on the cutting edge right now. Who gave it this title? A representative from the world's largest specialized recruitment firm - Robert Half International Inc.

Search Engine Optimization is considered a sub-set of Search Engine Marketing. If you're unsure what a Search Engine Optimizer (SEO) does, below is a definition provided by MSN Careers:

"Search engine optimizers (SEOs) increase a firm's Web site traffic by improving its search-engine page rankings. This is an especially important task in today's Internet-driven world, where many customers first learn of an organization and its products or services through the Web. Because of a shortage of experts in this relatively new area, many top SEOs receive multiple job offers. SEOs typically supplement their knowledge of how various search engines operate and determine page rankings with strong marketing skills, as well as the ability to communicate effectively and program using HTML."

Wikipedia also defines Search Engine Optimizers here.

3) The Pay is Fantastic

A job in the search industry can be unbelievably lucrative. As noted recently by Jennifer Laycock of Search Engine Guide, "There are quite literally more jobs than there are skilled marketers and salaries can skyrocket to almost embarrassing levels."

Have you seen the type of salaries that search engine marketing and search engine optimization consultants are currently commanding in the US? Clearly, the search industry is making some people rich. Here are some typical salaries in USD:

Entry level SEO/SEM position = $30-45K

Three to five years experience / online account managers = $50-75K

Five + years / organic SEO specialists = $75-90K

Senior management level = $70-120K

SEM Director = $95-150K

VP Level = $100-315K

Additional Salary links:

http://www.clickz.com/showPage.html?page=3591061

http://forums.searchenginewatch.com/showthread.php?t=10543

4) You Don't Need a College Degree

Because the search industry is relatively young, there are only a handful of online courses and certifications offered in the field of Search Engine Marketing with Search Engine College  http://www.searchenginecollege.com/affiliates/jrox.php?id=195_1_aaid_1 being one such training provider.

Most search engine marketing practitioners are self-taught, learning the trade by experimenting with their own sites, researching trends, attending conferences and participating in discussion forums and so employers don't generally require SEO / SEM certification or a tertiary qualification as a pre-requisite for a position in the industry.

However, candidates who hold a marketing degree or specific industry certification in Search Engine Marketing may well have an edge over their fellow applicants when it comes to interview selection.

5) You Can Learn it all Online

Everything you need to know to become a Search Engine Marketer, you can learn online. All the information is out there, you just have to find it. To become an expert in SEO / SEM, you need to do research, research and more research. Read everything you can get your hands on relating to search on a daily basis, including articles, forums, ebooks, blogs and newsfeeds. Then you need to put this knowledge into practice by experimenting with your own sites, or finding guinea pig sites to practice on such as those of friends, family or charity sites until you find the methods that give you the best results. Programming knowledge is not a pre-requisite for SEO / SEM jobs, but it does help to learn basic HTML. There are plenty of free HTML tutorials online.

If you don't fancy years of research or are in a hurry to jump-start your career in search, consider taking an online Certification course in one of the many Search Engine Marketing disciplines such as the Certification Pathways provided by Search Engine College http://www.searchenginecollege.com/affiliates/jrox.php?id=195_1_aaid_1. These type of courses are usually tutor-led and designed to fast-track your training and ensure you gain the right type of skills to make you immediately employable within the search industry.

6) You Can Be Your Own Boss

Because most of the work you'll be doing is online, Search Engine Optimizers and Search Engine Marketers often have the freedom of choice to work for an employer, work from home and/or freelance. Many SEO / SEM freelancers end up hiring workers and starting their own company due to the massive demand. This gives search engine marketing experts the work from home lifestyle that others can only dream of.

7) Search Marketing Has the WOW Factor

Once they know what they're doing, it's very easy for a Search Engine Marketer to wow their clients. The difference that a successful SEO or PPC campaign can make to a client's bottom line is substantial. I've seen online conversion rates for a client zoom from 1% to a massive 5% after just two small tweaks to their web site. And although rankings are not as important as actual conversions, clients still get very excited to see their site listed in the top 10 search results for certain keywords. It's the WOW factor in action.

8) The Demand is Strong and Growing

As mentioned in relation to search engine salaries, there are literally many more jobs than there are skilled marketers to fill them. This extreme demand means Search Engine Marketers can pick and choose their jobs and/or clients. The more skilled marketers are head-hunted regularly. For Search Engine Optimization firms, there are more than enough clients to go around and rarely a need to advertise for new business. That's why you often find SEOs turning away clients or recommending their competitors during extremely busy periods.

Experts in select specialties such as Pay Per Click Advertising (a sub-set of Search Engine Marketing) are currently enjoying even higher demand than usual, as advertisers out-bid each other to have their site shown for popular keyword searches on Google, Yahoo! and MSN. Another indicator of high demand is the sheer number of search-related job postings seen on employment sites such as those listed here.

9) The Industry is Hip and Groovy

There's something very trendy about people in search that I can't quite put my finger on. There's a constant buzz around them. If you've ever been to a search engine conference or to Google’s headquarters you'll know what I mean. Maybe it's the fact that they've come from so many different professions. Or that the age range of search marketers varies from teens to Baby Boomers. Or their whacky dress sense. Maybe it's the smell of money and happiness that they give off. Maybe it's the fact that they are constantly in the media. I don't know. All I know is that it's no longer uncool to be a geek. In fact it's downright hip to be square.

10) The Skills Are Portable and Global

Skills in search engine marketing are portable and global. You don't need to be at a desk, in an office or on the phone all day. You don't even need to meet your clients. Of all my clients, I've probably only met 20 percent of them and spoken to half of them on the phone or via chat. You can be on vacation for six months out of the year in various locations and still conduct business. You literally only need a computer and an Internet connection. The Internet is the universal equalizer. You can service clients in any country in the world, in many different languages. You can compete with one man operations and Fortune 500 companies on the same level playing field.  The flexibility of the search industry is a huge advantage over other career options. Have laptop, will travel!

11) Job Satisfaction is High

Search is a fascinating industry. With all the hype, daily gossip, corporate take-overs, start-ups and geek toys, I can guarantee that you won't get bored. This combined with the flexible work hours, low start-up costs, ability to be your own boss and the excellent income keeps job satisfaction high for Search Engine Marketers. So what are you waiting for? Go get a job in search!

About the Author:

Article by Kalena Jordan, one of the first search engine optimization experts in Australia, who is well known and respected in the industry, particularly in the U.S. As well as running her own SEO business, Kalena manages Search Engine College - http://www.searchenginecollege.com/affiliates/jrox.php?id=195_1_aaid_1 - an online training institution offering instructor-led short courses and downloadable self-study courses in Search Engine Optimization and other Search Engine Marketing subjects.