Strategies for Coping with a World-wide Shortage of SEOs - State of Search 2020 - Keith Goode
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The document discusses strategies for coping with a shortage of SEO talent. It notes that while many SEO jobs are available, there is a lack of professionals with the right skills to fill them. It suggests considering remote work, hiring less experienced candidates and providing training, and gaining executive support to establish SEO standards across an organization in order to expand options for building an SEO team.
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Strategies for Coping with a World-wide Shortage of SEOs - State of Search 2020 - Keith Goode
- 1. Strategies for Coping with a World-wide Shortage of SEOs Keith Goode IBM October 2020
- 2. @keithgoode Keith Goode Position: Sr. SEO Strategist, IBM Experience: • 20+ Years in Online Marketing • 10+ Years of Experience in In-House SEO • Previous Employers: AMD, HomeAway, Dell, seoClarity • Appearances: Pubcon, SMX West, Digital Summit, Advanced Search Summit • Follow: @keithgoode
- 3. Some Light Housekeeping * Disclaimer: Opinions expressed herein are my own. No forward-looking statements regarding IBM have been included. None of IBM’s secret sauce has been revealed. Statements made in this presentation have not been tested by the FDA.
- 4. @keithgoode Premise 4 Eli Schwartz video with Siege Media https://www.youtube.com/watch?v=V_a26_rwc3k
- 5. @keithgoode Established SEOs Are In Demand • A nearly constant stream of job opportunities • Many of these positions remain open for a long time A Year Later • Despite COVID-19 Organizations are Hiring SEOs • Rather than a shrinking job market, it’s actually expanding
- 6. @keithgoode SEO Jobs on the Rise Source: https://backlinko.com/seo-jobs-report
- 8. @keithgoode A Skill Gap While there are 938,000 people on LinkedIn with “SEO” as a keyword in their profiles, only 20,000 have it as their primary job title.
- 9. @keithgoode Who Are the Other People? • Copywriters • Marketing practitioners • Digital strategists • PPC practitioners • Developers • … People who’ve taken a class in SEO
- 10. @keithgoode These are very likely not the people to help you build an SEO strategy for a large site.
- 11. @keithgoode Jobs Outnumber Available Talent • 11,000 Job on Indeed for SEO
- 12. @keithgoode Jobs Are Often Location-Specific Source: https://backlinko.com/seo-jobs-report
- 13. @keithgoode Remote Working Isn’t Always An Option New York - 755 Remote - 584 San Francisco - 312 Chicago - 297 Los Angeles - 247 Austin - 239 San Diego - 195 Atlanta - 195 Forest Hills, NY - 194 Boston - 173 Denver - 159 Seattle - 152 Dallas - 129 Washington DC - 123 Houston - 122
- 14. @keithgoode The Challenge Your Team May Be Difficult to Assemble
- 15. @keithgoode Availability Your ideal candidate might be happy right where they are, so hiring them away would be very difficult.
- 16. @keithgoode Geography The right person for the job may not want to live where you’re located.
- 17. @keithgoode Affordability Your ideal candidate may be beyond your budget.
- 18. @keithgoode Affordability Median salaries wildly vary between $48K and $75K depending on the state Source: https://backlinko.com/seo-jobs-report
- 19. @keithgoode Lack of Skills The people who are available to you may not have the experience and skillsets you need.
- 20. @keithgoode Lack of Skills SEO is a multi-disciplinary field, and not everyone comes out of college with both marketing skills and technology skills. Source: https://www.semrush.com/academy/doc/researches/seo/2020-07/seo-skills-2020-05.pdf
- 21. @keithgoode Unknown Alignment of Skilled Candidates
- 22. @keithgoode Solutions Options for Expanding Your Opportunities
- 24. @keithgoode Embrace the New Normal
- 25. Enablement Train the Team You Want
- 26. @keithgoode Hire With Less Experience • Most jobs needs boots-on-the- ground team doing the work, anyway • You can train in the other areas … • …or send them to conferences • Benefits: Affordable, builds loyalty • Risks: Might train them out of your company Source: https://backlinko.com/seo-jobs-report
- 27. @keithgoode Train Existing Employees • Most people want to learn something new • Various disciplines throughout your org already affect SEO one way or another
- 28. @keithgoode Pitfalls of a One-Size-Fits-All Enablement • General SEO Training to the entire organization is worthless • Best Case: Attendees leave feeling like they learned something but will forget everything • Worst Case: They’ll think they know SEO and will get it Wrong Follow me at @keithgoode
- 29. Customize Training for Each Discipline Crawling • Googlebot • Barriers to Success: • No Nav Links • Not in Sitemap • Robots.txt Disallow • Content in JavaScript • Orphaned Pages • Robots “Nofollow” Indexing • Stored @ Google • Barriers to Success: • Robots “Noindex” tag • Excessive Duplication (bad canonical tag) • Innaccurate Localization • Text isn’t readable Ranking • PageRank • RankBrain • Organic SERP • Barriers to Success: • No relevance • Slow Page Load • Not mobile responsive • No internal links • No external links • No Keyword Use Useful Responses • Instant Answer • Knowledge Graph • Barriers to Success: • No Structured Markup • No Schema • Lack of relevant, easy- to-follow content Technical/Systemic Technical/Project Content-Related
- 30. Democratizing SEO In Your Organization • Social • Promotion • Industry Outreach • Drives Corporate Priorities • Company Vision • Voice of the Company • Proper Merchandising • Content Best Practices • Building Content for the User • Proper Coding • Responsive Design • Server Uptime and Speed • Adapting to Tech Advancements • Audits • Analysis • Education • Staying up-to- date
- 31. Grunt work. Keyword vetting. PLP assignments. Report building. Social proof and analysis. Technical SEO, global templates, best practices for coding, establishes guidelines for URLs, scripts, etc. BU SEO Focal Tactical execution. Can be BU funded hire or HQ SEO or both. Works directly with stakeholder. Webmasters Geo Focals Localization and regionalization of content. Regional reporting. Tactical execution for new campaigns SEM/Email/Social Responsible for paid aspects of search, email campaigns, social campaigns. Should work with SEO. HQ Global SEOs Global vision, education, enablement, executive reporting, and prioritization Agencies
- 32. @keithgoode Seek Executive Support and Build Standards • Either fight 20 different department heads by yourself, or • Get the highest level executive on your side to give you authority over those heads • Implement rigorous standards for: • Content • Development • PR and Promotion • Integrate requirements into the QA process
- 33. True Organizational Change is a Top-Down Mandate Vision Goals Strategy Tactics Activities
- 34. We’re Hiring! See me or Jesse McDonald
Notas do Editor
- Consider implementing an LMS, or signing up for Lynda. Dell University reference. Certification.