How to Manage SEO

Whether you launch a search engine optimization program in-house or outsource the program, you should keep the following training opportunities and skill sets in mind:

â'¢ Advanced SEO techniques, including page titles, META descriptions, META keyword sets, internal page cross-linking, search engine submissions, robots.txt files and domain name management;

â'¢ Comprehends keyword weighting, proximity, density and related factors;

â'¢ Search term ranking analysis;

â'¢ Link popularity building research, management and strategy;

â'¢ Online forum and industry newsletter monitoring;

â'¢ National SEO conferences;

â'¢ HTML and advanced programming languages;

â'¢ Web site content writing;

â'¢ Essential Web site usability practices;

â'¢ Keyword research, including a firm understanding of language and the way people search;

â'¢ Web analytics, including understanding common and complex metrics associated with visitors, unique visitors, page views, online sales, profitability and more;

â'¢ Ability to see the big picture and not go so overboard with SEO practices that the web site gets banned from major search engines;

â'¢ Appreciation for ethical standards (i.e. should know about cloaking, keyword stuffing and the differences and nuances associated with â'œblack hatâ' and â'œwhite hatâ');

â'¢ Marketing and branding experience;

â'¢ Project management, including ability to effectively communicate needs and foster cooperation from appropriate stakeholders;

â'¢ Familiarity with pay per click (PPC) programs and how their performance directly relates to natural SEO results;

â'¢ Management of paid inclusion (72-hour rapid indexing programs);

â'¢ How to adjust to the changing algorithms of search engines.

The search engine optimization field is complex and ever-changing. To keep pace, you should have plenty of skills on hand. Overall, the SEO program process should be simple: set goals, choose the best keywords, optimize pages, submit to search engines and refine efforts in light of rankings and web analytics.