As part of our ongoing Industry Development Initiative, GreenBUILT Research & Development has created the following profile in an attempt to describe what it takes to make it as a second generation SEO.
The following skill sets, projects and education combine to form an SEO background profile that is ideal in the new search era and reflects the essential know-how of a complete search professional; field tested, competent and proven.
Education: Although a formal academic education is desirable, the following educational elements are certainly attainable on one’s own initiative. A working knowledge and practical command of these subjects satisfies this criterion.
- Mathematics: Understanding of mathematics will prove to be an increasingly necessary for search optimization to remain effective. In particular set theory, graph theory, abstract algebra, topology, mathematical analysis and statistics. Additionally the use of mathematical models to simulate information systems.
- Internet Technologies: An understanding of Internet service providers, web technologies, ftp, network architecture and basic data transfer technologies.
- Traditional Marketing: Familiarity with traditional marketing concepts and practices is essential for developing search marketing strategies that translate targeted traffic into client success. It answers the question: “I’ve got traffic, now what?”
- Information Retrieval: At the heart of search engine technology are the Information Retrieval sciences. A mastery of basic IR concepts and techniques for text information retrieval will prove to be essential for developing increasingly sophisticated techniques. In particular data mining techniques, decision trees, cluster analysis, probabilistic retrieval techniques, multi-dimensional data structures and algorithms, natural language processing and semantics.
- (X)HTML & CSS: It is essential that a high level of proficiency with hyper-document markup and presentation be developed and maintained. Scripting: Often specialized scripts and applets are required to solve optimization problems or to provide unique optimization methods. An ability to program these solutions personally is priceless
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Skills: As with any real world skills, proficiency is attained through practical application. SEO is no different and therefore it will be observed that the following skills set often require experience in a variety of Internet technology related settings, which, in and of themselves, are not necessarily directly related to SEO proper.
- Web Design & Development: General web site design, construction, programming and presentation are essential SEO skills. The ability to combine XHTML, CSS, usability, accessibility, graphic design and personal aesthetic awareness to create exceptional websites. Furthermore the ability to hand code these websites using only valid markup. Familiarity with multiple markup languages and platforms is also important enough to mention as well as experience with information architecture.
- Proficiency with a broad range of common and specialized software: The ability to use software for general tasks such as tracking trends and building statistics, copywriting, contact management, etc. In addition the SEO should be familiar with a variety of specialized search optimization applications such as spider simulators, link mapping applications, rank checking tools, bid tools, mathematical testing platforms, text analyzers, semantic analyzers and other useful SEO software designed to enhance productivity and accuracy. Most importantly perhaps is the ability to quickly master new software that one is certain to encounter in the course of their work.
- Copywriting and Authoring: The composition of optimized textual content is a very common element of search optimization. It is essential that the SEO is able to create high quality, optimized text with a high level of authorship. This is a synthesis of technical writing ability and a strong command of the English language.
- Project Management: Keeping campaigns focused and on-track is a task in and of itself; requiring unique skills and techniques which are often developed through trial and error.
- Research Design: Identification of research problems and the development of rigorous research standards and inquiry methods. Conducting research, data collection, hypotheses formulation, data analysis and articulating findings.
- Modern Search Technology: An in-depth understanding and apprehension of modern search engine architecture, mechanics and technology lays the foundation for the development of effective SEO techniques.
Projects: Personal initiatives and research projects designed to enhance personal understanding of one’s profession as well as facilitate an ongoing refinement of methodologies and techniques; these are signs of expertise regardless of the field of study.
- Search Engines: The ongoing study and monitoring of top search engines is absolutely essential to staying abreast of the current search engine landscape. Search engines can be monitored and tracked for algorithm updates, system changes, etc. The creation of systems which automate this process as much as possible without compromising data accuracy is also of great interest.
- Testing: The use of controlled test beds for testing of optimization techniques and theories prior to implementing them for clients.
- The Industry: Search optimization is a rapidly evolving industry with daily events, developments and news that are often mission critical. It takes time and dedication to remain at the forefront of this movement, anything less results in stagnation, stasis and failure.
J. Green is a search technology researcher with expertise in scientific search engine optimization. He is the founder and research director of GreenBUILT Research & Development a private organization dedicated to search technology research and scientific search optimization solutions. http://www.GreenBUILT-Research.com
