With few candidates that have pure search experience, what skills should employers look for in potential hires?

Share this content:
Joshua Stylman
Joshua Stylman

Effective search engine marketing requires that you blend marketing skills with equal parts linguistics and statistics. The ideal candidate will be someone that can get inside the consumer's head and understand motives, why people search the way they do and truly understand the market clients are trying to reach. You also need someone who can spot trends right away among a tremendous amount of data. Understanding how search works is the key to being able to recognize these trends and apply them to clients' needs.

The skill set of a potential new hire ultimately depends on the role that person will need to play. For example, if you are seeking a candidate to direct day-to-day operations of one or more campaigns, you will need an individual who is com­fortable managing data abstractly. An ideal candidate would be someone who has worked in the financial industry or even direct mail and is comfortable with all numbers, all the time. However, if you want someone to direct the work from a strategic standpoint, they need to understand the consumer's mindset.

This is still a marketing job — you need someone with experience understand­ing consumer motivations, or with deep category experience that understands the different triggers that may cause someone to search for your product. Past experience is important in order to come on board and play an active role in campaigns in addition to an instinctual mind that gets what you do for your clients. Experience in other fields is not necessarily a negative when looking for a career in search — the right kind of experience provides the skill set to serve SEO clients well.


Next Article in Digital Marketing

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above