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Career Story: Search Optimization Specialist And Online Marketing Adviser

Search Optimization Specialist And Online Marketing Adviser

Job Title: Search Marketing Specialist

Type of Company: I work at at search firm that helps drive business results for companies through organic and paid search.

Education: BA, Advertising and Psychology, Syracuse University

Previous Experience: I worked at two different media companies doing radio buying. But I wanted to move into interactive advertising and made the switch to search marketing.

Job Tasks: I work at a search firm where I manage seven websites, two of which I do paid search for and six of which do organic search for.

My typical day starts out with a report on the websites' previous day performance. Then I go through my accounts, systematically analyzing their performance and making adjustments accordingly. Often I have meetings lined up, mostly client calls, where we discuss performance and what we mean to do next. In the time that remains I will work on optimizing client's websites. This could be by helping with content creation and tag/url recommendations.

Other things I do on a daily basis include: - Bidding within the search engines, Google, Yahoo!, and MSN - Bidding within the shopping engines - Reallocating budget as needed - Writing reports (Weekly, Monthly, Quarterly) - Testing within the search engine - Analyzing performance - Writing ad copy - Choosing landing pages - Writing meta-data - Writing URLs - Having client calls - Brainstorming new strategies for clients - Creating presentations

I also spend part of my day learning about the changing search landscape. Things change rapidly and often, so I read a lot of blogs to keep up. I will also send articles to my clients if the articles have a bearing on the way we do business or on things we've discussed. I also participate in the Retail Team meetings and lead the SEO roundtable and the monthly report workshop.

Best and Worst Parts of the Job: The best part of my job is that it combines two things I enjoy: being creative and analyzing data. I also like the fact that, while I spend a part of my day working alone, I also interact with other employees and clients for a sizable portion of the day.

The worst part of my job is that it can be very stressful when performance for clients is down.

Job Tips: To succeed at this job you have to thrive in a fast-paced environment. Things in this business evolve very quickly so you have to stay on top of everything and disseminate the information to clients.

2. You've gotta be willing to work hard. The marketing industry is not 9-5 and your work load depends on your clients. But their success can be very rewarding.

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