Tahir Akbar | Business 2 Community | April 4, 2015
Given the rapid pace of change and innovation, search engine marketing has become a very complicated profession. A web marketer has to deal with the new dynamics, fresh rules of business and innovative modes of engagement every day. However, the leading complexity to manage is ‘algorithm change’. Multiple studies have proven it to be the primary factor that does not allow ordinary people to change and modify search results. Therefore, it has become very difficult to achieve quality results with old and traditional SEO tactics. The simplest technique to remain competitive lies in ‘adaptability’ and changing techniques according to the requirements of search engines.
The following 7 suggestions are aimed at helping search marketers upgrade their skill set and improve their success rate.
- Be a Knowledge Worker
In the 21st century, knowledge is the key to rule the world. If you are able to transform yourself into a knowledge worker as proposed by Peter Drucker a few decades ago, your success rate automatically gets multiplied. In the search business, knowledge means the information and skills needed to perform these given tasks on the job as well as off the field in the industry. How search engines operate, the changes they announce, different technologies/tools that are invented for the e-world, industry trends and what is being published over the web must be your key concern as an SEO. Remember, a timely interface with the latest changes and fresh technologies can help you adopt a unique and better approach to the business. The results will help you gain a significant advantage over the ordinary market practitioners.
- Diversify and Change the Approach
As noted above, search engines keep on announcing changes like Google did in the shape of Panda & Penguin. You, as a professional, also need to modify your approach and diversify your thinking for better results. For example, new terms like online presence management, digital marketing and reputation management are being used as a replacement for SEO with some additional input. Therefore, an SEO no longer remains an optimizer; he is a ‘reputation manager’ who probably has to take care of hundreds of things to ensure that his client’s company is seen in a positive light. So the question is: Are you really a reputation manager or just another Jack?
Similarly, Google releases new updates to refine search results. A search marketer needs to be on his toes with regards to such changes and announcement.
- Use Process Automation Tools
On the one hand, we find a shift in thinking and strategizing while, on the other hand, we have new productivity tools. Today people tend to automate their repetitive tasks using some process automation tool or software program.
For instance, TweetDeck is a Twitter management tool that allows users to automate and schedule their tweeting. Similarly, Hootsuite helps digital marketers manage multiple social networks from a single dashboard. In addition to this, we find a lot of SEO management dashboards like Britedge, SearchEnabler, and Matrix Search. They allow SEO professionals to manage multiple tasks and analytics at a single dashboard and improve their focus.
On the larger side of digital marketing, automation platforms like Makesbridge, HubSpot, Marketo and MailChimp allow users to automate and manage their emails, blogging, social sharing, selling, and customer relations. In my previous post, I’ve explained how to optimize marketing automation and shared some best practices for email marketing in 2015.
Your job as an SEO professional is to understand the implications of these new trends and tools. Learn about new concepts and employ the latest technologies in your area of service.
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