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Interview with an SEO Specialist
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Do you crave a career in an ever-evolving field? This SEO specialist shares what it is like to work in a field where the rules are always changing. This professional enjoys the flexibility of working from home (by the pool, under a palm tree no less!) and the gender and racially neutralizing factor of working remotely.
Q: What is your job title and what industry do you work in? How many years of experience do you have in this field? How would you describe yourself using only three adjectives?
A: As an SEO specialist, it's my job to work as part of a team, improving a client's website. The team will design and implement strategies that help the client get the most out of their site and give them a strong web presence and online brand for their business. I have only been doing this for about three years, and prior to that I taught composition in high school and worked in the print media industry.
Dynamic
Experience is important, but the dynamic nature of the web means that an ability to keep up with the latest trends, methods, and demands of e-commerce is much more important. Therefore, the first adjective I would use to describe myself is 'dynamic'. Like the web, if I'm going to be successful in this industry, I have to keep myself engaged in productive activity. The web is constantly changing, and I have to do the same if I'm going to keep up.
Motivated
Secondly, I have to be highly motivated in order to keep learning, I constantly have to remind myself that I know a lot, but there is a lot more to learn. Experts in online marketing have come up with new and exciting solutions everyday, and I'm in a much better position to do this if I've done my research, not only about what other marketers are doing, but also about the client's product.
Empathetic
Lastly and most importantly is empathetic. Any marketer has to have this trait, or they have no chance of reaching their target audience. I must use my abilities of understanding what people think, desire, and the way they act everyday at work.
Q: What's your ethnicity and gender? How has it hurt or helped you? If you ever experienced discrimination, how have you responded and what worked best?
A: One of the best things about working in e-commerce is that not only is it a competitive playing field, but it's also a very level one. It doesn't matter which sex or ethnicity I am since it really doesn't make much difference. The most important things are technical knowledge, strategic planning capability and creativity. My work, and the results that I achieve, speak very loudly and clearly either in favor of me or against me. That's all I have to worry about.
Q: How would you describe what you do? What does your work entail? Are there any common misunderstandings you want to correct about what you do?
A: A lot of people think that my job is easy, and it is, or it could be, if I wanted to do a mediocre job. However, if I want to a job well, then it's as difficult as I am willing to make it. Online marketing is one of the toughest contests out there; it's 24 hrs a day, 365 days a week and the playing field and rules are constantly changing too.
Moreover, many conventional marketing teams often resent it when we are called in to handle a company's website and other e-marketing because they think that we're invading on their territory. In actual fact, in comparison to traditional marketing, many of the fundamental rules are the complete opposite.
For example, effective copy for newspapers or other print media is often based on word play in the form of puns and irony etc. However, in regard to online, this kind of indirect language is would be very unhelpful from an SEO perspective because keyword prominence makes it easier for search engines to index pages and then the page has more chance of achieving a higher position on a SERP.
E-marketing is a specialty in its own right, and it takes years and experience to get it right. Just because somebody is great at designing conventional marketing campaigns, it doesn't mean that they can launch a fantastic e-marketing campaign, and this is true vice versa. There are just too many differences, and each side should respect what the other does. Things go much more smoothly if they can work together, and the two types of campaign can compliment each other well.
Q: On a scale of 1 to 10 how would you rate your job satisfaction? What might need to change about your job to unleash your full enthusiasm?
A: Of course, I may have a project manager, and they will watch me as much as possible, but they can't monitor everything that I'm doing. For example, if I'm doing the tedious job of posting 150 comments on blogs and forums everyday, then they aren't going to check every one to make sure that I'm doing what you should be doing, and it would be very easy to slack off if I wanted to.
However, I find that in the end, I'm only hurting myself. Because of the independent nature of the job, job satisfaction is completely within my own control. Nobody is there looking over my shoulder cracking the whip and making me work; it's up to me. As a result, when I know that I've worked incredibly hard on a project, under my own steam, then, the satisfaction is tenfold. However, it goes both ways, and when I know that I've been slacking a bit, and not put in as much effort as I probably should have, then the guilt when a project doesn't go well is also intensified.
Q: If this job moves your heart – how so? Ever feel like you found your calling or sweet spot in life? If not, what might do it for you?
A: The nature of the job means that there's always something new to learn. Technology doesn't wait around for anyone, so probably the best thing about my job is that there is always a new challenge to conquer.
Projects never really end, I always keep an eye on a website that I helped develop to see how it's progressing. There is constant satisfaction when one of my projects does well, and when it doesn't go as well as expected my brain races at hundred miles an hour, trying to figure out why and which improvements could be made.
Even though a contract with a client may be over, e-marketing is something which needs to have someone with their finger constantly on the pulse. In nearly every case, you can't just produce a wonderful website, then leave it to it's own devices. It's an ongoing process, and I often phone old clients now and again with a few comments and suggestions on how they can keep their site working for them.
Q: Is there anything unique about your situation that readers should know when considering your experiences or accomplishments?
A: One of the best advantages to this job is flexibility. I live in a very rural area of Thailand, and most of my work is carried out while I sit by my pool under a shady palm tree. However, with a fast and reliable internet connection, I have as much chance of getting awarded a project as anyone who lives in a city. There aren't many people in other careers who can say that.
Q: How did you get started in this line of work? If you could go back and do it differently, what would you change?
A: I moved to a rural village in a country on the other side of the world because my husband needed to relocate for business. After taking the time to consider exactly how I could best utilize my skills, I settled upon e-marketing, starting out as a content writer.
I'm glad that I have a strong background in academic language and literature because it has given me such a strong understanding of the power that language can have. However, if I could go back and do some things differently, I would have taken more time at university to learn about the more technical side of the internet and computers. I am trying to learn, and I do learn more everyday, but I find it incredibly difficult. Thankfully, I work with a great technical support team, and this is a huge help since having an understanding of the 'possible', the 'impossible' and 'the possible but not worth the hassle', when trying to design a creative and fresh e-marketing campaign is crucial.
Q: What did you learn the hard way in this job and what happened specifically that led up to this lesson?
A: Having an extensive writing and editing background in print literature, initially I was horrified at some of the writing techniques recommended for online copy. However, research clearly shows that people search, read and absorb information from the web in a completely different way to the methods they would use when using print media. Therefore, the style of writing content, layout and organization has to be completely different.
I found it very difficult to adjust at first since going against most of my previous experience wasn't easy. For example, as an academic and creative writer of literature, it didn't come naturally to keep language as plain and direct as possible. I have a tendency toward flowery, figurative language that doesn't translate well online, and curbing my passion for creating beautiful copy instead of clear copy was very difficult.
Q: What is the single most important thing you have learned outside of school about the working world?
A: Theory just doesn't always work in practice. You can't always stick to principles and you need to be flexible. The world isn't black and white and people don't lead textbook lives. A textbook solution only solves a textbook problem, and reality, these are very rare.
Q: What's the strangest thing that ever happened to you in this job?
A: Once, I worked on a campaign for a company selling hairpieces. Ultimately, they must have been very happy with the work because a couple of months after the contract ended, a box of wigs, hair extensions and clip-on ponytails landed on my doorstep.
Q: Why do you get up and go to work each day? Can you give an example of something that really made you feel good or proud?
A: Every time I see a website gaining quality, heavy traffic and an increase in client sales, I feel happy because I know that what I'm doing is working.
Q: What kind of challenges do you handle and what makes you want to just quit?
A: To be entirely honest, sometimes we have a client who is trying to sell something completely uninspiring, such as vinyl folders. At first I feel like saying, "look, I can't write a thousand words about vinyl folders and make them sound interesting!" Then, I realize that is exactly the challenge.
Q: How stressful is your job? Are you able to maintain a comfortable or healthy work-life balance? How?
A: It can be difficult, but I'm lucky because I work in fabulous surroundings, and when things get too hectic I can just take a deep breath and look around me.
Q: What's a rough salary range for the position you hold? Are you paid enough and/or happy living within your means?
A: Initially, you have to have low expectations because you'll probably start off writing articles, banners, and blog comments without having much to do with the overall marketing strategy itself. However, I always had to push myself to stick at it because I know that the rewards are excellent. Moreover, once I established myself with a proven reputation, I could easily as much as I wanted, depending on how many hours I was willing to work. An average salary for E-commerce marketing manager is around $100,000 a year, but the best thing is there is always work available, and the industry seems to be fairly recession proof.
Q: How much vacation do you take? Is it enough?
A: Unfortunately, I have a bad habit of taking my work on vacation with me, and because I work when I want to work, I don't really have weekends either.
Q: What education and skills do you need to get hired and succeed in this field?
A: Most employers are looking for a minimum of a Bachelor's degree, and some may prefer at least a Master's. Nowadays, it's critical that you have some kind of IT background, or a strong marketing record.
Q: What would you tell a friend considering your line of work?
A: Only do it if you're really motivated because I think it has to be something you really enjoy for it to work.
Q: If you could write your own ticket, what would you like to be doing in five years?
A: I would be doing the same thing as I am now. I know that doesn't sound very ambitious, but I love my work. Everyday there's a new challenge, and everyday I get to do what I enjoy.
Q: What is your job title and what industry do you work in? How many years of experience do you have in this field? How would you describe yourself using only three adjectives?
A: As an SEO specialist, it's my job to work as part of a team, improving a client's website. The team will design and implement strategies that help the client get the most out of their site and give them a strong web presence and online brand for their business. I have only been doing this for about three years, and prior to that I taught composition in high school and worked in the print media industry.
Dynamic
Experience is important, but the dynamic nature of the web means that an ability to keep up with the latest trends, methods, and demands of e-commerce is much more important. Therefore, the first adjective I would use to describe myself is 'dynamic'. Like the web, if I'm going to be successful in this industry, I have to keep myself engaged in productive activity. The web is constantly changing, and I have to do the same if I'm going to keep up.
Motivated
Secondly, I have to be highly motivated in order to keep learning, I constantly have to remind myself that I know a lot, but there is a lot more to learn. Experts in online marketing have come up with new and exciting solutions everyday, and I'm in a much better position to do this if I've done my research, not only about what other marketers are doing, but also about the client's product.
Empathetic
Lastly and most importantly is empathetic. Any marketer has to have this trait, or they have no chance of reaching their target audience. I must use my abilities of understanding what people think, desire, and the way they act everyday at work.
Q: What's your ethnicity and gender? How has it hurt or helped you? If you ever experienced discrimination, how have you responded and what worked best?
A: One of the best things about working in e-commerce is that not only is it a competitive playing field, but it's also a very level one. It doesn't matter which sex or ethnicity I am since it really doesn't make much difference. The most important things are technical knowledge, strategic planning capability and creativity. My work, and the results that I achieve, speak very loudly and clearly either in favor of me or against me. That's all I have to worry about.
Q: How would you describe what you do? What does your work entail? Are there any common misunderstandings you want to correct about what you do?
A: A lot of people think that my job is easy, and it is, or it could be, if I wanted to do a mediocre job. However, if I want to a job well, then it's as difficult as I am willing to make it. Online marketing is one of the toughest contests out there; it's 24 hrs a day, 365 days a week and the playing field and rules are constantly changing too.
Moreover, many conventional marketing teams often resent it when we are called in to handle a company's website and other e-marketing because they think that we're invading on their territory. In actual fact, in comparison to traditional marketing, many of the fundamental rules are the complete opposite.
For example, effective copy for newspapers or other print media is often based on word play in the form of puns and irony etc. However, in regard to online, this kind of indirect language is would be very unhelpful from an SEO perspective because keyword prominence makes it easier for search engines to index pages and then the page has more chance of achieving a higher position on a SERP.
E-marketing is a specialty in its own right, and it takes years and experience to get it right. Just because somebody is great at designing conventional marketing campaigns, it doesn't mean that they can launch a fantastic e-marketing campaign, and this is true vice versa. There are just too many differences, and each side should respect what the other does. Things go much more smoothly if they can work together, and the two types of campaign can compliment each other well.
Q: On a scale of 1 to 10 how would you rate your job satisfaction? What might need to change about your job to unleash your full enthusiasm?
A: Of course, I may have a project manager, and they will watch me as much as possible, but they can't monitor everything that I'm doing. For example, if I'm doing the tedious job of posting 150 comments on blogs and forums everyday, then they aren't going to check every one to make sure that I'm doing what you should be doing, and it would be very easy to slack off if I wanted to.
However, I find that in the end, I'm only hurting myself. Because of the independent nature of the job, job satisfaction is completely within my own control. Nobody is there looking over my shoulder cracking the whip and making me work; it's up to me. As a result, when I know that I've worked incredibly hard on a project, under my own steam, then, the satisfaction is tenfold. However, it goes both ways, and when I know that I've been slacking a bit, and not put in as much effort as I probably should have, then the guilt when a project doesn't go well is also intensified.
Q: If this job moves your heart – how so? Ever feel like you found your calling or sweet spot in life? If not, what might do it for you?
A: The nature of the job means that there's always something new to learn. Technology doesn't wait around for anyone, so probably the best thing about my job is that there is always a new challenge to conquer.
Projects never really end, I always keep an eye on a website that I helped develop to see how it's progressing. There is constant satisfaction when one of my projects does well, and when it doesn't go as well as expected my brain races at hundred miles an hour, trying to figure out why and which improvements could be made.
Even though a contract with a client may be over, e-marketing is something which needs to have someone with their finger constantly on the pulse. In nearly every case, you can't just produce a wonderful website, then leave it to it's own devices. It's an ongoing process, and I often phone old clients now and again with a few comments and suggestions on how they can keep their site working for them.
Q: Is there anything unique about your situation that readers should know when considering your experiences or accomplishments?
A: One of the best advantages to this job is flexibility. I live in a very rural area of Thailand, and most of my work is carried out while I sit by my pool under a shady palm tree. However, with a fast and reliable internet connection, I have as much chance of getting awarded a project as anyone who lives in a city. There aren't many people in other careers who can say that.
Q: How did you get started in this line of work? If you could go back and do it differently, what would you change?
A: I moved to a rural village in a country on the other side of the world because my husband needed to relocate for business. After taking the time to consider exactly how I could best utilize my skills, I settled upon e-marketing, starting out as a content writer.
I'm glad that I have a strong background in academic language and literature because it has given me such a strong understanding of the power that language can have. However, if I could go back and do some things differently, I would have taken more time at university to learn about the more technical side of the internet and computers. I am trying to learn, and I do learn more everyday, but I find it incredibly difficult. Thankfully, I work with a great technical support team, and this is a huge help since having an understanding of the 'possible', the 'impossible' and 'the possible but not worth the hassle', when trying to design a creative and fresh e-marketing campaign is crucial.
Q: What did you learn the hard way in this job and what happened specifically that led up to this lesson?
A: Having an extensive writing and editing background in print literature, initially I was horrified at some of the writing techniques recommended for online copy. However, research clearly shows that people search, read and absorb information from the web in a completely different way to the methods they would use when using print media. Therefore, the style of writing content, layout and organization has to be completely different.
I found it very difficult to adjust at first since going against most of my previous experience wasn't easy. For example, as an academic and creative writer of literature, it didn't come naturally to keep language as plain and direct as possible. I have a tendency toward flowery, figurative language that doesn't translate well online, and curbing my passion for creating beautiful copy instead of clear copy was very difficult.
Q: What is the single most important thing you have learned outside of school about the working world?
A: Theory just doesn't always work in practice. You can't always stick to principles and you need to be flexible. The world isn't black and white and people don't lead textbook lives. A textbook solution only solves a textbook problem, and reality, these are very rare.
Q: What's the strangest thing that ever happened to you in this job?
A: Once, I worked on a campaign for a company selling hairpieces. Ultimately, they must have been very happy with the work because a couple of months after the contract ended, a box of wigs, hair extensions and clip-on ponytails landed on my doorstep.
Q: Why do you get up and go to work each day? Can you give an example of something that really made you feel good or proud?
A: Every time I see a website gaining quality, heavy traffic and an increase in client sales, I feel happy because I know that what I'm doing is working.
Q: What kind of challenges do you handle and what makes you want to just quit?
A: To be entirely honest, sometimes we have a client who is trying to sell something completely uninspiring, such as vinyl folders. At first I feel like saying, "look, I can't write a thousand words about vinyl folders and make them sound interesting!" Then, I realize that is exactly the challenge.
Q: How stressful is your job? Are you able to maintain a comfortable or healthy work-life balance? How?
A: It can be difficult, but I'm lucky because I work in fabulous surroundings, and when things get too hectic I can just take a deep breath and look around me.
Q: What's a rough salary range for the position you hold? Are you paid enough and/or happy living within your means?
A: Initially, you have to have low expectations because you'll probably start off writing articles, banners, and blog comments without having much to do with the overall marketing strategy itself. However, I always had to push myself to stick at it because I know that the rewards are excellent. Moreover, once I established myself with a proven reputation, I could easily as much as I wanted, depending on how many hours I was willing to work. An average salary for E-commerce marketing manager is around $100,000 a year, but the best thing is there is always work available, and the industry seems to be fairly recession proof.
Q: How much vacation do you take? Is it enough?
A: Unfortunately, I have a bad habit of taking my work on vacation with me, and because I work when I want to work, I don't really have weekends either.
Q: What education and skills do you need to get hired and succeed in this field?
A: Most employers are looking for a minimum of a Bachelor's degree, and some may prefer at least a Master's. Nowadays, it's critical that you have some kind of IT background, or a strong marketing record.
Q: What would you tell a friend considering your line of work?
A: Only do it if you're really motivated because I think it has to be something you really enjoy for it to work.
Q: If you could write your own ticket, what would you like to be doing in five years?
A: I would be doing the same thing as I am now. I know that doesn't sound very ambitious, but I love my work. Everyday there's a new challenge, and everyday I get to do what I enjoy.