Search Engine Optimization Specialist Job Outlook
The amount of job postings for search engine optimization (SEO) specialists has quadrupled over the last five years, according to Indeed.com. With this type of growth, the search engine optimization specialist job outlook is very good. Since companies are increasingly vying for the top spots in natural results, search engine optimization specialists are in demand more than ever before.
The State of Search Engine Optimization
The Search Engine Marketing Professional Organization’s (SEMPO) Sixth Annual State of Search Engine Marketing Report, published April 2010, states that, “Overall, companies expect to spend 43% more on SEO in 2010 than they did in 2009 – a big rise.” In an August 2009 interview* with Rand Fishkin, the CEO and Co-Founder of SEOmoz, he stated that, “The investment in SEO is going to increase at a dramatic pace over the next five years – marketers see more value in SEO than virtually any other tactic – online or off.” Rand also remarked that, “The search marketing field is in a state of imbalance that can’t last forever. $14 billion dollars was spent on PPC last year and those paid search results received <10% of all clicks in the SERPs. SEO received $1.4 billion in spend and more than 90% of the clicks.” As spending increases, so does the need for qualified search engine optimization specialists.
Top 10 SEO On-Page Ranking Factors
In SEOmoz’s Search Engine Ranking Factors 2009 survey, SEO experts from all over the world weighed in on which algorithmic elements comprise the search engine rankings. The findings determined the following top 10 SEO factors in reference to keyword use on the page:
| Keyword Use… | Percentage of Importance | |
|---|---|---|
| 1. | Anywhere in the Title Tag | 66% |
| 2. | As the First Word(s) in the Title Tag | 63% |
| 3. | In the Root Domain Name (e.g. keyword.com) | 60% |
| 4. | Anywhere in the H1 Headline Tag | 49% |
| 5. | In Internal Link Anchor Text on the Page | 47% |
| 6. | In External Link Anchor Text on the Page | 46% |
| 7. | As the First Word(s) in the H1 Tag | 45% |
| 8. | In the First 50-100 Words in HTML on the Page | 45% |
| 9. | In the Subdomain Name (e.g. keyword.seomoz.org) | 42% |
| 10. | In the Page Name URL (e.g. seomoz.org/folder/keyword.html) | 38% |
Did Google Make the Grade?
There are many tools search engine optimization specialists use to make sure that the websites they work on are optimized to their full potential. However, there are times when even the best of the best could do even better. In March 2010, Google, the top search engine in the world, did an analysis to grade their SEO efforts. Could Google’s SEO use a little sprucing up? To get started, Google “reviewed the main pages of 100 different Google products across a number of common SEO topics.” Here are a few excerpts from Google’s SEO Report Card:
| Subjects and topics | Products passing | Grade |
|---|---|---|
| Subject I: Search result presentation | ||
| Title tag format and length | 10% (10/100) | Needs Improvement |
| Description meta tag use | 33% (33/100) | Needs Improvement |
| Appealing Google sitelinks | 32% (14/100); | Needs Improvement |
| Clear main page result on Google for [google product] | 89% (89/100) | Excellent |
| Subject III: On-page optimizations | ||
| Heading tag use | 68% (61/90) | Satisfactory |
| <h1> tag use | 43% (26/61) | Needs Improvement |
| Descriptive internal anchor text | 67% (67/100) | Satisfactory |
What a Search Engine Optimization Specialist Does
Focusing on designing, modifying and promoting high-quality websites that the search engines will crawl is the primary job of a search engine optimization specialist. In turn, the website appears higher in the search engine results and therefore brings in more new traffic. Although web design is not a basic function of the search engine optimization specialist, there is some overlap since adjusting website content and/or structure can significantly improve a website’s ranking. In addition, an SEO specialist will work to get links from other sites. Due to the ever-evolving tools and techniques to make this happen, search engine optimization specialists will be an important part of the puzzle for years to come.
SEO Specialist Skills
The search engine optimization specialist job description can vary from company to company. However, there are many skills that an SEO specialist is expected to have. From being an analytical thinker to creating SEO copy, the search engine optimization specialist needs to have a wide variety of skills, such as:
- Website analysis
- Keyword analysis
- SEO copywriting
- Search engine guideline awareness
- Technological, including HTML, CSS and blogging platforms
- SEO terminology, including organic search, PPC marketing, CTR, CPC and ROI
- Excellent communication skills
Positioning Yourself as the Best Search Engine Optimization Specialist for the Job
Now, you know that the SEO industry will continue to transform, and opportunities will change as well. There are already many more companies choosing to do SEO in-house instead of working with SEO agencies. As a search engine optimization specialist who is willing to change with the industry, continue to learn about the field and have the best qualifications, you will continue to succeed in this dynamic field. Some of the biggest issues you will face as an SEO professional stem from all of the fake claims and empty promises of SEO scam artists. To stand out from the crowd and back up your expertise, you need credentials from a reputable, accredited university. For example, earning your Certificate in Internet Marketing from the University of San Francisco (USF) will provide you with up-to-the-minute knowledge as well as skills you can start using immediately and career-building credentials to validate your expertise.
Expand Your Skills and Marketability as a Search Engine Optimization Specialist
Listed among “America’s Best Colleges” by U.S. News & World Report, the University of San Francisco offers advanced hands-on Internet marketing training from leading experts. You can transform Internet marketing strategies into real-world success as a search engine optimization specialist by earning your Certificate in Internet Marketing from the University of San Francisco – 100% online. Whether your goal is to create an online presence, enhance an existing website or drive more traffic through various interactive channels, this comprehensive, end-to-end program provides the training necessary to remain competitive and excel in an era of hyper-change. This dynamic online training program covers all facets of interactive marketing, including:
- Website usability
- Blogs
- Web 2.0
- Search engine optimization (SEO)
- Web analytics
- Viral marketing
- Affiliate marketing
- Social media
- And more!
Five Ways You Can Maximize Your Internet Marketing Impact
There is no faster or more convenient way to expand your interactive marketing expertise than the University of San Francisco’s Certificate in Internet Marketing. As you learn through the university’s proven, video-based e-learning platform, here are just five of the many benefits you’’ll take away from this unique, end-to-end program:
- Boost conversions with advanced web design techniques, messaging and content strategy, and A/B testing
- Increase traffic and optimize organic search with must-know SEO tools and strategies
- Capitalize on social media opportunities with YouTube, Twitter, Facebook, MySpace, Second Life and more
- Learn Internet law, including the CAN-SPAM Act and Digital Millennium Copyright Act
- Prepare for certificationfrom two leading industry organizations:
- Google Advertising Professionals
- Web Analytics Association
Advanced Specialized Certificates in Internet Marketing
For a more intensive exploration of four key aspects of digital marketing, the University of San Francisco offers eight-week advanced specialized certificate courses in:
Find out how you can enhance your career as a search engine optimization specialist with the University of San Francisco's 100% online Internet Marketing training!
*Source: “10 SEO Questions With Rand Fishkin of SEOmoz.org” by Pablo Palatnik, August 24, 2009
