Last month, I said that SEO is the top skill for digital marketers. This might seem outrageous to one who has not read that post. Even to those who have read it, it might seem controversial. Many people in my Twitter stream are calling SEO the bane of the web. @markwschaefer, for example, recently tweeted: “SEO is the plague of the world.” How could it be a vital skill and be such a pariah? The point of this post is to counter these objections and show how SEO skills are so vital to critical web development roles.
In case you didn’t know, I am IBM’s representative to the Google Tech Council, a consortium of B2B tech search engine marketing (SEM) leaders. We meet quarterly at Google’s offices to share best practices and new innovations in SEM. The last time we met, I asked the group what their top pain point was. Resources, as in human resources, was the almost unanimous answer. They all spend the majority of their time training and otherwise educating people from the greenest copy writer to the highest executive in SEO and SEM. Many of my colleagues on the Tech Council voiced frustration about this, because it seems like all they do is train, and retrain and train some more. But they don’t see a corresponding improvement in skills. [Read more...]
I used to think our book, Audience, Relevance and Search was the only book that emphasized basing your whole marketing and communications enterprise upon keyword data. That was until I read the second edition of Vanessa Fox’s Marketing in the Age of Google. Ms. Fox, who ran Google Webmaster Central before becoming an independent author and speaker, emphasizes using keyword data in every phase of the marketing, advertising, and communications lifecycle. [Read more...]