What is a Search Engine Marketing (SEM/SEO) Specialist?
Search Engine Marketing Specialists are professional online advertisers who understand the changing dynamics of search engine ranking and search advertising systems — such as Google Adwords. A Search Engine Marketing Specialists, or Consultant, will help you rank higher for keyword searches and to help you “be there” when potential customers are searching for the products and services you offer.
SEM Specialists capabilities:
- Analyze your website analytics
- Recommend and implement tactics to improve your online visibility
- Develop campaign KPI’s
- Understand your customers through the customer journey framework
- Recommend strategies to achieve your goals
- Identify current trends and updates to search
- Help provide insight into your overall marketing strategy
Search Engine Marketers Are Data Driven Optimizers!
Advertising and Organic Traffic
SEM specialists are data driven and deeply understand the gambit of online measurement terminology. By combining data and tactics, they can help you increase your exposure to potential customers.
“93% of online experiences begin with a search engine” — via Imforza
Search Engine Optimization
Organic traffic is free traffic from search engines like Google. Search Engine Optimization (SEO) is the process of increasing your ranking of based on search terms. A successful SEO strategy covers all corners of your online presence including your website, social media profiles, partnerships, your physical business, and your operations. Algorithms with machine learning, take into account nearly 200 indicators of relevancy to match search queries and determine your ranking. It’s not necessarily what you provide in on your website, but in the quality ways that you present it. A SEO specialist will help you sort this out and make sure you are best setup for success.
Google Adwords — Search Engine Advertising
Google Adwords is one of the most common channels for online advertising. Adwords and search advertising is just one segment of online advertising, but it’s a big one. Once Adwords is in place you can easily start advertising on Bing as well. Adwords allows you create tactical advertising campaigns to reach your potential customers in appropriate searches and websites. It’s tactical targeting with very real and measurable results. When setup and optimized correctly by a Google Certified Partner, keyword and display campaigns are an incredibly powerful tool to drive sales.
Qualities to Look for When You Hire a SEM Specialist:
When you hire a SEM Consultant you are forming a relationship with a specialist who will become an important asset to your company. Search engine marketing concepts can seem overwhelming to some clients, because you can’t always see the parts like you could when you drive past a billboard or turn on a TV/radio. Therefore, besides technical skills, your specialist also needs to have great communication skills. Let’s look at some other important qualities a Search Engine Marketing Specialist should have:
Open and Honest Communication
Be able to explain the data and make resources available for you to learn and inform the campaigns; thus benefiting the advertising efforts. I’ve see reports from other companies that hide behind data, meaning they paint a rosy picture until you dive into the data and find that they aren’t measuring quality and those Click Through Rates are targeting broad irrelevant keywords.
Measure Ad Performance AND Quality of Traffic
Get a professional that can do both. Ad performance can look great, but the quality of clicks can be horrible. You need both.
Reporting that includes qualitative analysis that you can understand without too much jargon. I try to type it out in plain English — not everyone knows what Click-Through-Rate (CTR) and Cost-Per-Click (CPC) are.
Someone you can reach out to over the phone or email. If they’re hard to reach then they may be automating your program or outsourcing to another person. Plus who wants to work with someone they can’t reach.