Career in SEO administration/digital marketing

McBauer

Im looking for some career advice! I have a degree in Computer Science. For the past 2 years since leaving college I've been working as a Java developer. I really don't like it and I'm looking to change to something in SEO/Digital Marketing. Since my degree is in I.T. (with a small bit of business management) what would be the best way to make the change? Would an I.T. degree be enough for potential employers? Also is there a lot of jobs in this area? I've seen some advertised but they all require at least 2/3 years experience.

Rollo Tamasi

McBauer wrote: »

Would an I.T. degree be enough for potential employers? Also is there a lot of jobs in this area? I've seen some advertised but they all require at least 2/3 years experience.

I have a degree in IT and I work in Online Marketing. The degree doesn't really matter, it just shows that you're educated and presumably willing to learn.

You just need to show any potential employer that you're willing to learn in order to impress them. An intelligent curious mind is a powerful thing.

I was working as a Sys Admin when I began setting up blogs and affiliate sites on the side. I learnt the tricks of the trade and began to rank sites and earn a second income from these sites.

I then got a job as an SEO Executive for a Digital Agency, I moved around picking up skills, and I now manage a team of 5 for a company that employs 35+ people.

Once you can show an eagerness to learn and have some results to show, you could easily get a job in SEO/SEM that requires 2 years' experience.

Develop a website, build its content, get it ranking, set targets, create reports, etc... show an agency that you're employable and knowledgable.

Develop these skills: HTML / CSS / Wordpress / CMS / Excel / Data Analysis / Competitor Analysis Skills / Content Writing / On Page SEO / Read Some Books/Blogs and get your Google Analytics Qualification.

It's a very easy area to get into

Trojan

An IT degree isn't enough to specialise in SEO, if the hiring manager has any clue about SEO.

Because SEO is so new and moving so quickly, most people doing it tend to have different backgrounds and are self-taught rather than having learnt it through the formal education system, where to get a course running you need 4 years just to write the syllabus and get approval.

One way to get started in SEO is do a training course from a private company, and then immerse yourself in reading about it from every possible source, and experimenting with your own sites. The training course isn't strictly necessary but could help put a framework around your later research.

Atomico

Rollo Tamasi wrote: »

I have a degree in IT and I work in Online Marketing. The degree doesn't really matter, it just shows that you're educated and presumably willing to learn.

You just need to show any potential employer that you're willing to learn in order to impress them. An intelligent curious mind is a powerful thing.

I was working as a Sys Admin when I began setting up blogs and affiliate sites on the side. I learnt the tricks of the trade and began to rank sites and earn a second income from these sites.

I then got a job as an SEO Executive for a Digital Agency, I moved around picking up skills, and I now manage a team of 5 for a company that employs 35+ people.

Once you can show an eagerness to learn and have some results to show, you could easily get a job in SEO/SEM that requires 2 years' experience.

Develop a website, build its content, get it ranking, set targets, create reports, etc... show an agency that you're employable and knowledgable.

Develop these skills: HTML / CSS / Wordpress / CMS / Excel / Data Analysis / Competitor Analysis Skills / Content Writing / On Page SEO / Read Some Books/Blogs and get your Google Analytics Qualification.

It's a very easy area to get into

Sound advice, although I would place HTML and CSS at the bottom of the list. They are good to have but by no means essential. SEO is much closer to Marketing than any other field, especially nowadays.

Focus on teaching yourself, consider doing a course - and above all seek out opportunities to learn on the job.

Pm1e

Trojan wrote: »

An IT degree isn't enough to specialise in SEO, if the hiring manager has any clue about SEO.

Because SEO is so new and moving so quickly, most people doing it tend to have different backgrounds and are self-taught rather than having learnt it through the formal education system, where to get a course running you need 4 years just to write the syllabus and get approval.

One way to get started in SEO is do a training course from a private company, and then immerse yourself in reading about it from every possible source, and experimenting with your own sites. The training course isn't strictly necessary but could help put a framework around your later research.

Completely agree with Trojan, companies in Ireland have a very limited understanding of SEO, it is in its early stages. I don't mean the companies providing it as a service I mean companies seeking it. Most people in the industry here have picked it up as they've gone along and the lucky few have had mentors to help out. You will learn just as much working in the field as you will spending wads of cash at institutes that know as much as what is available online. There are some great online mediums that can help you. Try distilled. Moz have their own courses too.

RedFly

McBauer wrote: »

Im looking for some career advice! I have a degree in Computer Science. For the past 2 years since leaving college I've been working as a Java developer. I really don't like it and I'm looking to change to something in SEO/Digital Marketing. Since my degree is in I.T. (with a small bit of business management) what would be the best way to make the change? Would an I.T. degree be enough for potential employers? Also is there a lot of jobs in this area? I've seen some advertised but they all require at least 2/3 years experience.

As someone who employs "SEOs" I can tell you that an IT degree wouldn't even register much when looking at a CV (and I receive about 10 a week). What I'm looking for in a CV is below.

First of all, SEO in it's current form is dying. Many will disagree with me, but I've been in the business a LONG time and I know what I'm talking about.

The ideal candidate for a digital marketing role in my opinion is someone who has some sort of journalistic skills.

In order of preference and all if possible:

1) Ability to write, creatively and technically. This can be learned online but an official qualification and experience would be best. This doesn't need to be national newspaper experience, but a blog will do. Having your own blog and learning how to write content that generates interest is a great start. If you've supplemented your blog with advertising and optimized that, even better. Researching industry trends (whatever your site/blog is about), writing about them and having the wherewithal to add video and images where necessary to illustrate your theories is essential.

Reading and understanding this piece of research is absolute key: http://moz.com/blog/what-kind-of-content-gets-links-in-2012
Print it out and read it 100 times. It's what makes or breaks businesses.

2) Google analytical skills. If you've got your own website (hobby, blog or even ecommerce), the ability to use and understand Google Analytics (not just as a hit counter!) is a huge plus. If you can tell me how you would implement advanced segments and custom variables (and the use cases for each), you're practically hired. If you can make decisions based on MFC reports and build your own attribution models based on a particular business, I'll hire you today. Regardless of the skills below. If you don't know what content experiments are in GA, don't bother applying. Get the GAIQ certification (it's super simple, but shows you know the basics). There's a Lynda.com course on Google Analytics, it's not great but it will give you the basics at least. Nothing beats playing around with live data though. I actually own some pretty large Irish sites, so I'll usually give candidates or new hires restricted access to many profile for those sites so they can play around with live data and get a feel for what it's working with large data sets in GA.

3) MS product skills. Excel skills especially Pivot tables and basic graphing really.

4) An interest in search. Knowing who the players are and knowing Google's ever changing search quality guidelines. If you've read and understood any of the leaked quality rater documents, you're got a HUGE advantage.

5) Advanced knowledge of Google Webmaster Tools. Many of you know what this is. If you don't, you should. It's an essential part of any digital marketers daily routine.

6) Intermediate/Advanced knowledge of Google AdWords. This especially includes the MASSIVE list of AdWords policies. This PDf is a good start: http://goo.gl/9dvnkZ
AdWords Certified Professional status is an absolute MUST. We don't hire anyone without it. The exam is far too easy as it is and we're trying to influence that but it's a struggle. Also, if you don't know what AdWords editor is, don't bother reading any further.

In depth knowledge of all these policies is also a huge advantage, although most are common sense: https://support.google.com/adwordspolicy/answer/1316548?hl=en

7) Basic HTML, PHP, Javascript, JSON (webservices in general) is an advantage, but nothing that can't be taught on the job if you fall into one of the above categories.

8) The digital marketing institute runs some great courses and I've sent some staff there but because of the nature of digital advertising, the info gets stale pretty quick. A bootcamp should get someone up to speed and would make them stand out in the hiring process.

9) Someone that's not afraid to speak or be on camera. This is going to be huge going forward. Basic video editing skills and familiarity with Vimeo and Youtube is advantageous. The ideal candidate must be comfortable being the face of the company if required.


10) Node.js, JQuery, Bootstrap all huge benefits. Basic photoshop skills and basic PR skills are the icing on the cake.

11) I answered this question because the OP is a Java developer. You have NO IDEA how much in demand you are right now. If you can work with the Google API java client libraries, (https://code.google.com/p/google-api-java-client/), especially the new analytics real time API libraries, use eclipse or android studio and know how to use these in (basic) android applications , especially in conjunction with the technologies I outlined above, you're in REALLY GOOD SHAPE.

12) Project management skills. Basic. Not basecamp simple, but MS project or similar skills. Not essential though.

13) An active presence in the search community. Blog, forum posts, G+

14) A mastery of G+, knowing what author rank is and being able to show a screenshot of your author stats (where to find them and how to display them).

15) A knowledge or what real time bidding networks are. If you have experience using them in a previous role as an ad buyer, even better.

16) Community management skills.


I'd avoid SEO training courses like the plague. Not saying they're useless, but I am saying that most of what they teach is irrelevant by the time it gets published.
The SEOmoz training DVDs were FANTASTIC (you can borrow them if you want) but they're a little dated. I'd start here: http://moz.com/learn/seo

Then, if you're interested in more, I'd HIGHLY RECOMMEND the Distilled University course: http://www.distilled.net/u/

Anyone with all the above skills I mentioned, even 50% of them should actually reach out to me. I know it's a lot to ask, but I believe that if you want what you're looking for in your OP, as someone who'd been doing this a long time, that's where I'd focus. If some

Pm1e

RedFly wrote: »

As someone who employs "SEOs" I can tell you that an IT degree wouldn't even register much when looking at a CV (and I receive about 10 a week). What I'm looking for in a CV is below.

First of all, SEO in it's current form is dying. Many will disagree with me, but I've been in the business a LONG time and I know what I'm talking about.

The ideal candidate for a digital marketing role in my opinion is someone who has some sort of journalistic skills.

In order of preference and all if possible:

1) Ability to write, creatively and technically. This can be learned online but an official qualification and experience would be best. This doesn't need to be national newspaper experience, but a blog will do. Having your own blog and learning how to write content that generates interest is a great start. If you've supplemented your blog with advertising and optimized that, even better. Researching industry trends (whatever your site/blog is about), writing about them and having the wherewithal to add video and images where necessary to illustrate your theories is essential.

Reading and understanding this piece of research is absolute key: http://moz.com/blog/what-kind-of-content-gets-links-in-2012
Print it out and read it 100 times. It's what makes or breaks businesses.

2) Google analytical skills. If you've got your own website (hobby, blog or even ecommerce), the ability to use and understand Google Analytics (not just as a hit counter!) is a huge plus. If you can tell me how you would implement advanced segments and custom variables (and the use cases for each), you're practically hired. If you can make decisions based on MFC reports and build your own attribution models based on a particular business, I'll hire you today. Regardless of the skills below. If you don't know what content experiments are in GA, don't bother applying. Get the GAIQ certification (it's super simple, but shows you know the basics). There's a Lynda.com course on Google Analytics, it's not great but it will give you the basics at least. Nothing beats playing around with live data though. I actually own some pretty large Irish sites, so I'll usually give candidates or new hires restricted access to many profile for those sites so they can play around with live data and get a feel for what it's working with large data sets in GA.

3) MS product skills. Excel skills especially Pivot tables and basic graphing really.

4) An interest in search. Knowing who the players are and knowing Google's ever changing search quality guidelines. If you've read and understood any of the leaked quality rater documents, you're got a HUGE advantage.

5) Advanced knowledge of Google Webmaster Tools. Many of you know what this is. If you don't, you should. It's an essential part of any digital marketers daily routine.

6) Intermediate/Advanced knowledge of Google AdWords. This especially includes the MASSIVE list of AdWords policies. This PDf is a good start: http://goo.gl/9dvnkZ
AdWords Certified Professional status is an absolute MUST. We don't hire anyone without it. The exam is far too easy as it is and we're trying to influence that but it's a struggle. Also, if you don't know what AdWords editor is, don't bother reading any further.

In depth knowledge of all these policies is also a huge advantage, although most are common sense: https://support.google.com/adwordspolicy/answer/1316548?hl=en

7) Basic HTML, PHP, Javascript, JSON (webservices in general) is an advantage, but nothing that can't be taught on the job if you fall into one of the above categories.

8) The digital marketing institute runs some great courses and I've sent some staff there but because of the nature of digital advertising, the info gets stale pretty quick. A bootcamp should get someone up to speed and would make them stand out in the hiring process.

9) Someone that's not afraid to speak or be on camera. This is going to be huge going forward. Basic video editing skills and familiarity with Vimeo and Youtube is advantageous. The ideal candidate must be comfortable being the face of the company if required.


10) Node.js, JQuery, Bootstrap all huge benefits. Basic photoshop skills and basic PR skills are the icing on the cake.

11) I answered this question because the OP is a Java developer. You have NO IDEA how much in demand you are right now. If you can work with the Google API java client libraries, (https://code.google.com/p/google-api-java-client/), especially the new analytics real time API libraries, use eclipse or android studio and know how to use these in (basic) android applications , especially in conjunction with the technologies I outlined above, you're in REALLY GOOD SHAPE.

12) Project management skills. Basic. Not basecamp simple, but MS project or similar skills. Not essential though.

13) An active presence in the search community. Blog, forum posts, G+

14) A mastery of G+, knowing what author rank is and being able to show a screenshot of your author stats (where to find them and how to display them).

15) A knowledge or what real time bidding networks are. If you have experience using them in a previous role as an ad buyer, even better.

16) Community management skills.


I'd avoid SEO training courses like the plague. Not saying they're useless, but I am saying that most of what they teach is irrelevant by the time it gets published.
The SEOmoz training DVDs were FANTASTIC (you can borrow them if you want) but they're a little dated. I'd start here: http://moz.com/learn/seo

Then, if you're interested in more, I'd HIGHLY RECOMMEND the Distilled University course: http://www.distilled.net/u/

Anyone with all the above skills I mentioned, even 50% of them should actually reach out to me. I know it's a lot to ask, but I believe that if you want what you're looking for in your OP, as someone who'd been doing this a long time, that's where I'd focus. If some

Great post, you have hit the nail on the head here. I have a Journalism degree and my background up till now had been content writing, proof reading, sub editing etc. I have learned the SEO ropes through the guidance of someone and now, merging my Journalism background with a knowledge of analytics, search and how it all works, I have found myself in a very sought after position. Content is king

McBauer

Thanks for all the feedback so far everyone. It’s all extremely helpful, especially your post Redfly. It’s great to hear what an “SEO” employers is looking for in candidates. I’ve spent the past few days going through the information in the links people provided. I know there is a huge amount for me to do in terms of improving my skills but I do feel more confident now that it is the area I want to build a career in.
 
Just to expand a little further on my original post. I’m already working on building my knowledge in the area of SEO and online marketing. I’m not a complete novice! I’ve got 2 websites. I’ve only recently launched them but they are allowing me to gain experience with Adsense, Analytics (and I’ve already completed the GAIQ certification), Adword, Google Webmaster Tools, page ranking, blogging, etc. But I’m really only just scratching the surface as regards SEO with my sites. I’ve also done a 10 week course in Digital Management. I know its not a much but I did learn a lot from it.
 
From the list you provided Redfly, I am confident that within the next few months I will be able tick off a good few skills (based on previous knowledge, skills from my current job and what I’m currently learning). The main thing I don’t have is a Journalism degree but hopefully adding to the blogs on my websites will help with my content writing.

Pm1e

You are well prepared and seem to have the right attitude. You will do great.

Tarzana

Rollo Tamasi wrote: »

Develop these skills: HTML / CSS / Wordpress / CMS / Excel / Data Analysis / Competitor Analysis Skills / Content Writing / On Page SEO / Read Some Books/Blogs and get your Google Analytics Qualification.

Hi, where would be a good place to get started learning these skills? I have sort of stumbled into this area through a part-time data entry position but have the chance to move up in my company, and I find it interesting. I'm a bit overwhelmed about where to begin, as my undergrad was in biology so I really am green. Thanks.

RedFly

Learn the basics on w3schools.com and if you have the money, splash out on a Lynda.com subscription.

Regarding Analytics, start with the free courses here - https://analyticsacademy.withgoogle.com/explorer

There's a great AdWords course on lynda.com

We're crying out for staff in Ireland with advanced GA and AdWords skills. We simply cannot find anyone up to the task.

If you can show that you're competent in both AdWords and GA, we'll be looking for you The industry is booming.

Nail the basics first though.

Tarzana

RedFly wrote: »

Learn the basics on w3schools.com and if you have the money, splash out on a Lynda.com subscription.

Regarding Analytics, start with the free courses here - https://analyticsacademy.withgoogle.com/explorer

There's a great AdWords course on lynda.com

We're crying out for staff in Ireland with advanced GA and AdWords skills. We simply cannot find anyone up to the task.

If you can show that you're competent in both AdWords and GA, we'll be looking for you The industry is booming.

Nail the basics first though.

I've heard about lynda.com, how much would a subscription set you back? Love the idea of doing lots of short courses, I think I am thoroughly done with tertiary and quaternary education, plus I get the impression anything I might learn on in tertiary/quaternary courses would go out of date pretty quickly.

I dunno, I think having a degree in a hard science like I have would be no bad thing, it trains you to be analytical. And I have unfulfilled creative urges that I abandoned years ago. This may be a very good thing for me, I'm just a bit terrified!

Pm1e

Tarzana wrote: »

I've heard about lynda.com, how much would a subscription set you back? Love the idea of doing lots of short courses, I think I am thoroughly done with tertiary and quaternary education, plus I get the impression anything I might learn on in tertiary/quaternary courses would go out of date pretty quickly.

I dunno, I think having a degree in a hard science like I have would be no bad thing, it trains you to be analytical. And I have unfulfilled creative urges that I abandoned years ago. This may be a very good thing for me, I'm just a bit terrified!

I can echo what Redlynch said, used Linda. com for a period myself and found it great. go at your own pace and all that.

Tarzana

A subscription to lynda.com is the price of, like, four pints. Think I can cut down on the sauce to stretch to that. :pac:;) Will look at some free stuff first though.

dublinwp

Everything on youtube.com is for free. Check Brad Geddes and take it from there.

Look into UK market too. Because Ireland is well behind and few businesses understand the value to pay you good money. They simply dont have money for it.

Tarzana2

RedFly wrote: »

In order of preference and all if possible:

1) Ability to write, creatively and technically. This can be learned online but an official qualification and experience would be best.

Can I ask, what kind of qualification would you be looking for here?

coppolacabins

SEO Is a Great field to start career. If you are not able to get any job in a company then you can even start freelancing. There are lot of projects online to learn and start your SEO profile.

RedFly

Tarzana2 wrote: »

Can I ask, what kind of qualification would you be looking for here?

Well, I actually meant a third level qualification. Like a journalism degree or experience writing for a traditional media company. Not necessary though. My main point there was to elaborate that the demand for journalists with traditional journalism skills is skyrocketing right now.

Most places will give you on the job training. But if you're a good copywriter, even informally qualified, you're in the top 1%. If you have a blog that demonstrates your skills in this area (on ANY topic) then you're in the top 0.005%

Tarzana2

RedFly wrote: »

Well, I actually meant a third level qualification. Like a journalism degree or experience writing for a traditional media company. Not necessary though. My main point there was to elaborate that the demand for journalists with traditional journalism skills is skyrocketing right now.

Most places will give you on the job training. But if you're a good copywriter, even informally qualified, you're in the top 1%. If you have a blog that demonstrates your skills in this area (on ANY topic) then you're in the top 0.005%

Thanks for the info!

fortjames

I am doing a digital marketing course as i want to give up my job later in my life and do SEO work full time. I love my job and it pays me good money but i really fell in love with online business by chance flipping websites on flippa.com. I learn a lot what latests trends are these days. I went through pains to find a course in Ireland and i agree not many people here know about it. So it is growing with times and if anyone here is from Cork and interested in meeting up, pm me.