Appendix: The Value of Training

In This Appendix

  • Making the most of industry conferences
  • Choosing a conference: Small or big
  • Getting the most out of conference networking
  • Picking the right training courses
  • Finding professional training
  • Doing it yourself

Throughout this book, we walk you through the basics (and the not-so-basics) of search engine optimization (SEO). However, you can find plenty of opportunities out there for taking your SEO education even further. One of the best ways you can do this is through training.

You can go about achieving further training in one of several ways. You can attend Internet marketing industry conferences, such as SES Conference & Expo, Search Marketing Expo, Pubcon, or ad:tech. You can sign up for individual training courses, attend a training session, or have someone come out to help train you and your staff. There are courses for those who are seriously invested in SEO, and there are options for people who are just beginning to dabble. If you’re wondering what to do in order to get further SEO training, not to worry; we have you covered in this appendix.

Making the Most of Industry Conferences

In 1999, the first Search Engine Strategy show (now called SES Conference & Expo) was launched to give search marketers a crash course in search engine optimization and how to get listed in the search engines. It was a fairly small and intimate gathering. But when Internet marketing and search engine optimization became viable tactics, this conference began to grow, with other large search conferences springing up, as well.

These conferences offered introductory sessions on a broad range of topics and let search marketers pick the sessions they thought were most important. These days, search marketers have a lot of choices when it comes to which search-marketing conference to attend. No matter what, the first rule is to bring a lot of business cards with you. You won't be sorry!

First off, you have the mainstays, such as

  • SES Conference & Expo: This one happens all over the place, including San Francisco, New York, Chicago, Toronto, and other cities around the world. SES is purely about Internet marketing, and, of the larger conventions, it’s the one most specialized toward search marketing. You can get more information at its website, www.sesconference.com.
  • Search Marketing Expo (SMX): SMX is another popular search engine marketing (SEM) conference series. It boasts both major conferences (SMX East in New York, SMX West in San Jose, CA, and its flagship SMX Advanced in Seattle, WA), as well as smaller niche conferences targeted at specific topics (Local, Social Media, and so on). Its website is www.searchmarketingexpo.com.
  • Pubcon: Pubcon is a large conference designed to meet the needs of webmasters. Topics tend to be in a wider range than SES or SMX, but it's still a niche show devoted to Internet marketing and webmastering. Here, you can find more information on how to run a website. The real gold of Pubcon is Pubcon Classic, a networking event held on the last day where all the real value is found. Pubcon takes place twice a year. For more information on these guys, check out www.pubcon.com.
  • ad:tech: This large show also has conferences worldwide, with shows in New York, San Francisco, Chicago, London, Shanghai, Sydney, Hamburg, Paris, and Singapore. Its draw includes company executives from many major corporations. ad:tech is about Internet marketing as a whole, so it goes beyond just search engines or social networks. It incorporates a little bit of everything and focus on branding, marketing, and promotion. Search engine–specific marketing is definitely in the minority here, and the little bit that is discussed usually focuses on the PPC side of things. The conference often has few if any sessions that discuss SEO specifically. You can find more information at www.ad-tech.com.

Besides the stalwarts in the preceding list, you can find some smaller niche shows. These shows allow search marketers to network with a targeted group of their peers and dive into topics on a much more advanced level. Some of the more popular niche shows and educational opportunities include

  • SEMpdx: These Portland-based mini-conferences happen fairly often. These guys are geared toward search engine marketing, specifically. If you’re in the Pacific Northwest, they might be worth checking out (www.sempdx.org).
  • MozCon: This conference draws Internet marketers to the technological hotbed of Seattle annually. It takes a more advanced look at Internet marketing disciplines from SEO to social media to community management and analytics. Read about this one at moz.com/mozcon.
  • SearchLove Conference: With dates in Boston, San Diego, and London, this two-day conference looks at the Internet marketing spectrum, from search to content to paid promotions and more. Info is available at www.distilled.net/events/.

Smaller, focused events might be the way to go if you’re considering SEO as a career. They give you more opportunity for networking than the larger shows, but all the shows strive to provide education and knowledge transfer.

Small versus large conferences

One advantage of a large conference is that it has something for everyone. Large conferences offer so many panels and sessions and information tracks that the hardest part can be choosing which session to attend. If you’re just starting out in SEO, attend a big conference so that you can get exposure to a wide variety of disciplines. Internet marketing comes from discovering how to combine several disciplines for maximum efficiency. Search engine marketers can listen to the wise words of Google, whereas the social media marketers can go hang out with the people from Digg. On-demand marketers can go to TiVo. Brand managers know which ad networks are going to pay off big. A marketer should be able to find a way to use all these Internet marketing media elements in order to make his whole media campaign a success. Large conferences afford you the opportunity to sample each of the disciplines and add more ammo to your search-marketing arsenal.

remember Keep in mind that Internet marketing involves more than search engine optimization. At one conference, for example, attendees choose from panels on pay per click, web analytics, social media marketing, conversion rate optimization, site architecture and design, marketing for local businesses, and mobile platform marketing, in addition to search engine optimization. Even traditional media, such as television and print, have panel discussions devoted to them, especially in terms of digital advertising.

At a large conference, rather than hearing 15 speakers, you have the chance to hear 50. Speakers at big conferences will definitely expose you to ideas that have probably never occurred to you before. These conferences allow you to incorporate the best parts of their teachings into your new strategy.

But if you're looking to establish real connections, you want to pay close attention to the small-conference circuit. When you're in a room with 1,000 people, it's hard to actually talk to anyone. You're left looking up at the speakers on the stage, which, although informative, doesn’t exactly create an optimal environment for sharing or networking.

At the smaller shows, it's different. The small group setting creates an environment where attendees aren't afraid to start up a conversation with the speaker. The benefit of smaller shows is that everyone is able to meet up at a central location after the sessions have ended and take part in the understanding that comes with sharing war stories with your peers and partaking in meaningful conversation. You can really find out what those around you do for a living, where they work, what their specialty is, what they hope to get out of the show, and more. Networking is about establishing relationships, and that's always best done in an intimate setting.

Another thing about smaller shows is that they give you a unique opportunity to get up close and personal with the speakers. In smaller shows, you get direct access to panelists during the sessions, lots of time to ask questions, and ample opportunity to hunt someone down during lunch or after hours for a quick chat. This is a key advantage for search marketers, especially those looking to expand their repertoire of SEO knowledge. What’s also great about one-on-one time with the speakers is that they remember you later, so they might be willing to lend you a hand down the road. At a large conference, getting face time with your favorite speaker can be nearly impossible.

These smaller shows are also very topic-centric, focusing on smaller, niche aspects of search engine optimization and search engine marketing. Topic-centric shows help to spice up the speaker pool and ensure that attendees are always seeing something they have never seen before. For that reason, you want to carefully read a show’s description before deciding to attend to make sure it lines up with what you’re hoping to find out.

tip But although you might see the rising new voices at a niche conference, for the big names in SEO, you might want to lean toward the big conferences. Big conferences can afford to bring in the big-name panelists. Not only do you recognize the names of the speakers, but all the big companies know that they’ll find an audience there. They know that at a big conference, they have the opportunity to reach thousands of people, which makes it worth their while to participate.

In the final balance, big or small, going to conferences can be a valuable investment of time and money for you and your company. Whether you're just starting out in SEO, seeking help with your website, or looking for new ideas as an SEO veteran, you're bound to get something out of your conference experience.

Networking effectively at conferences

SEO industry conferences are generally considered a must if you want to get anywhere with your brand and your site, mostly for conference networking. Networking is how you get clients, make contacts, and expand your sphere of influence. However, if you’re a first-timer or somewhat introverted, it could be a little like your first day at a new school when you were a kid. The only difference is that, unlike back in grade school, you just spent a considerable amount of money to feel horribly uncomfortable.

At a conference, you have a lot of opportunities to make new connections. In your day-to-day existence, you probably don't run into anything like the variety of people that shows up for a large conference. Marketers, mid- to senior-level execs, reporters, and programmers — they all come to the big conferences to meet and greet.

remember You can't just hang around on the edges of things during conference time. Being shy hurts not only your personal reputation within the industry, but the brand of your company as well. So, when you're attending a conference, you have to put on your game face and master the tricks of making connections with ease.

Strategy 1: Show up prepared

One of the most effective ways to calm pre-show nerves is to show up prepared. Optimize your schedule by taking a look at the conference agenda a few days prior to the show and marking down everything you want to attend. Take care to check who's speaking at which sessions and consider whether you can benefit from a meet-and-greet. Create a list of everything you want to do and everyone you want to meet while you're at the conference. This list helps keep you on track in the midst of all the craziness and serves as motivation to get everything on your list covered.

warning Conferences are something of an endurance test, especially if you've never been to one before. Be prepared for the inevitable head explosion that hits near the end of the first day. Keeping a conference scorecard that lists the names of all the people you want to meet goes a long way in making sure you leave that conference feeling like you've accomplished something.

If you definitely want to meet certain people, research them so that you have something to talk about with them. Knowing your industry experts and what they specialize in (and what buttons to push) is always a good plan. Striking up a conversation is often as easy as knowing what to talk about. Your job at a conference is to engage those leaders you want to meet and ask them the questions that need asking.

Strategy 2: Start branding yourself before you get there

You can introduce yourself face-to-face much more easily when you have an established brand that you can lean on. A few weeks before conference time, start reaching out on the social networks and let people know you'll be there. Use Twitter to follow the conference’s hashtag (a way of marking the subject of a tweet by using the pound or hash symbol), such as #conferencename. (You can usually find the conference’s hashtag by following the official conference account, but sometimes attendees use a different hashtag.) Join that conference's Event page on Facebook. If the conference doesn’t have an official Event page on Facebook, create one. Make plans to meet up with other attendees beforehand. Who can help you promote your company and your goals the most? Find out who they are before you go. You want to score some face time with those folks.

Use the lead-up time to the conference to start talking about the projects you're working on and generate some buzz. If you’re going to be releasing a new blogging widget, plan the release date around the conference. Have something you can plug or a lead-in to a conversation. Have something to say before you start a cold conversation.

Strategy 3: Use the buddy system

One of the best ways to network and work a room is to attach yourself to someone who’s an extrovert. Extroverts love meeting new people and love to walk you around and introduce you to everyone they know. It's perfect: You get to meet everyone in the room without ever having to actually introduce yourself. And if you've already established a brand for yourself beforehand, folks are excited to meet you and immediately bring you into the conversation.

warning Do beware when using the buddy system, though. Sticking with an extrovert is different than simply huddling in a corner with another nervous soul. Unless you have been surgically attached to the friend who dared come with you, you do not have to stand by her side the entire night. As comforting and warm and fuzzy as it feels, you want to avoid this at all costs. Doing so is a great way to ensure that you only speak to each other or to those you both know without ever meeting anyone new. The whole idea of networking is to get yourself out there and meet people whom you think can help you out, and vice versa. Step outside the box and take a chance on someone new.

Strategy 4: Have a gimmick

Regulars in the search engine optimization community have seen all kinds of unique attention-grabbing attempts on the conference grounds, including distinctive clothing — bright yellow shoes for one marketer, bright orange suits for another — and various forms of pretexts for getting photos (here, try on my silly hat so I can take a picture of you). These are all attention-getting gimmicks at conferences. Think of it as in-person link bait. It’s all about grabbing people and striking up a conversation. Having a gimmick makes it easier for you to approach people and harder for them to ignore you.

If you were attending a networking event and a smiling face approached you and asked you to pose for a photo holding a potato, you'd do it, right? And after you agree, you open up the door for that person to hold a conversation with you and explain why you need to randomly have your photograph taken with a tuber. You’ll also definitely remember that person when you spot him or her walking around the conference hall. That's the power of having a gimmick.

However, do be careful when using the gimmick technique: You have to walk a fine line between being funny and being annoying. Opt for something quirky and unobtrusive, such as handing out a T-shirt that promotes a cause benefitting someone other than yourself, such as a charity. Above all, keep in mind that if you think it might be offensive and obnoxious, it probably is, so don’t do it.

Strategy 5: Don't use a gimmick

As effective as gimmicks can be, people sometimes grow tired of them. Your best bet is to be genuine and be yourself. Sometimes, a firm handshake and a warm smile are all you need to forge a real connection with someone.

tip The worst thing you can do is leave a conference with regrets. Meeting people and sharing work and life war stories are too valuable to pass up. When you meet someone at a conference, it’s safe to say you have similar interests and are involved in the same industry. Strike up a conversation with that as your jumping-off point. When it comes to conference networking, there's no room for shyness. Be confident and willing to bust out of your shell.

Picking the Right Training Courses

You can find a wide variety of training options available for search engine optimization. But in picking the right courses for you, what should you be looking for? Ask yourself what you think you and your business need from the training. Is it enough to just learn the basics or should there be more to it than that? Should these classes convey search engine philosophy, as well as techniques for optimization? Should these classes set standards and test the knowledge you gain during them?

Here are some of the things you should be able to take away from a good training course:

  • Fundamentals: Any course that you take should give you a good grounding in the history and understanding of search engine optimization. It should discuss terminology, ranking factors, and all the components that make up a search engine–friendly web page. You should leave the class with a clear understanding of the basic methods of SEO.
  • Philosophy: The instructor of any course you take should be upfront about the course’s approach to search engine optimization and clearly define the reasoning behind the course’s methods.
  • Ethics: Any course should have a stated commitment to ethical (white hat) SEO. Both the industry and individuals benefit from ethics and good conduct, and these courses should require those practices from their students.
  • Something to hang on your wall: This might seem frivolous, but having something physical to take away from any course is about more than just a pretty piece of paper. Certification from a respected authority serves as a reinforcement of the values and techniques reported in the class.

Beyond just making you better at SEO, better training courses raise the bar for all players. If you learn (and pass on) good solid techniques that adhere to ethical standards, everyone benefits. Where once few courses were available, a wide variety of choices is now available, and the hard part is finding the best one.

So, which is the right training course for you? You have three basic options: remote training, in-person destination training, and on-site training. We cover all three in the following sections.

Training remotely

You usually do remote training over the phone, online, by email, or through video lessons. Remote training is the most convenient of your training options, allowing you to do it from your home or office. It’s also one of the cheapest methods. The price on this kind of training varies widely and runs from $250 to $3,000 per package, depending on the method, difficulty level, and length of the program. A few high-quality advanced search engine optimization courses are offered through remote training. But most of the programs available remotely are best for beginners who need to figure out the most basic SEO methodology and techniques.

Remote training works via video and online programs, which have the added benefit of allowing students to move at their own pace. Be aware that students can't receive lessons faster than the program schedule dictates, so those trainees who are a little more advanced than their peers might get impatient with the pace of the courses. Attendees also have limited opportunities to ask questions of instructors. To alleviate this problem, some of these remote programs host private discussion groups. With remote training, you also have less chance to personalize the training to your own website's needs, as compared to in-person and on-site SEO training courses.

MarketingProfs University is one remote location training service with courses that range from lead generation, email marketing, content marketing, analytics, social media, and small business marketing at www.marketingprofsu.com. One course, Search Marketing School, is a nine-class course that looks at how to build links, how to view analytics reports, and how to optimize your web presence to reach mobile users.

  • Subject matter: In nine classes, Search Marketing School covers user-focused optimization, attracting links and attention from influencers, remarketing tactics, how to think about content, and Google Analytics basics.
  • Method: Online, self-paced lessons with resources, available for 12 months after you register. You receive a certificate after you complete the course.
  • Cost: MarketingProfs University’s Search Marketing School costs $595.
  • Other info: Search Marketing School is taught by many expert professionals who cover lessons in which they are recognized specialists. With the cost of the course, attendees also get a three-month subscription to MarketingProfs PRO, which comes with benefits such as online seminars and special industry reports.

Another remote training course is through Online Marketing Institute at www.onlinemarketinginstitute.org. Online Marketing Institute has a rich library of resources for motivated learners looking to expand their new media marketing skillset.

  • Subject matter: There are basic, intermediate, and advanced courses in many categories, including digital marketing for the B2B space, content marketing, mobile marketing, social media marketing, analytics and testing, and search marketing, both paid and organic.
  • Method: Hundreds of flexible, on-demand video classes taught by experts in each topic field.
  • Cost: An annual subscription to OMI costs between $270 and $970, depending on the plan level. Monthly subscriptions are also available.
  • Other info: Membership includes unlimited access to video classes with new courses on trending tactics released every month. OMI also has programs designed to keep agencies and small teams up to date on the latest online marketing tactics and channels.

Training around the country

If you want face-to-face basic and advanced SEM and SEO training courses, you can find several courses available across the United States. These courses usually cost anywhere from $750 to $2,000 per person, depending on their length and comprehensiveness. These courses are relatively cost-efficient, after you factor in travel expenses.

Location-based training provides opportunities to ask questions specific to your website, making it an opportunity for practical learning. In-person training addresses those who learn by visual and audio aids, as well as by application, as opposed to those who learn purely through visual means. Many courses include lab time for attendees to use SEO tools, sometimes included with the training package, on their own domain with the instructor available for help or suggestions.

SEOToolSet Training from Bruce Clay, Inc. (www.bruceclay.com) offers training courses regularly scheduled in California and annually around the world as published on the website:

  • Subject matter: Basic and advanced search engine optimization training course includes ample time for questions and answers, plus lab time to practice the techniques on your own site.
  • Method: Three-day basic course and one-and-a-half-day advanced certification course offered every other month.
  • Cost: $1,795 SEOToolSet Training; $1,195 Advanced Certification Course (which has SEOToolSet Training as a prerequisite).
  • Location: Simi Valley, California.
  • Other info: Designed for marketing and web design staff, IT professionals, and decision makers, the face-to-face training covers standard SEO practices and ethics issues, plus certification for those who complete the advanced course. Subscription to a Pro-level account for the SEOToolSet diagnostic tools is included with the course. Along with the Standard and Advanced courses held in Southern California, the company presents SEO workshops through its international offices in Japan, Switzerland, and India, as well as a stand-alone workshop in association with the SMX conference in Seattle, New York, and San Jose, CA.

Another option is Search Engine Academy’s SEO Workshops, with basic, advanced and complete courses available (www.searchengineacademy.com/seo-workshops/):

  • Subject matter: Topics covered include keyword research, site architecture, copywriting, Title tags, Meta descriptions, links, publicity, social media, and measuring success with analytics.
  • Method: Two-day basic SEO workshop and three-day advanced SEO course.
  • Cost: $1,097 for the basic SEO workshop; $2,497 for the basic and advanced course together.
  • Location: Locations in the United States include California, Colorado, Texas, Pennsylvania, and Florida.
  • Other info: This course is geared toward new SEOs, Internet marketing managers, entrepreneurs, copywriters, and web designers. Through this hands-on training course, you can create an organic, site-specific SEO strategy.

Training on-site

On-site SEO training is the most expensive of all training methods, but it’s also the most personalized method. On-site SEO training can be specifically tailored to your site and to your business’s SEO and search engine marketing needs. On-site training can usually run you $150 to $500 an hour, with minimum time or minimum participant requirements. In order to get the most out of on-site training, come up with a list of expectations for your SEO campaign before you consult with several of these training companies to see what type of topics they cover. On-site training is the most useful if you plan to train many employees and perform all your business’s SEO in-house. Most on-site training programs are tailored to a specific project, provide a syllabus of topics that are relevant to your objectives, and offer follow-up consultation.

SEOToolSet Training from Bruce Clay, Inc. (www.bruceclay.com) offers on-site training:

  • Subject matter: An SEO training course customized to your organization’s unique needs, audience, goals, and expertise level with ample time for questions and answers.
  • Method: One- to three-day concentrated program that combines standard and advanced training.
  • Cost: Average of $1,795 per student for a three-day program, plus travel-related expenses for the teaching staff.
  • Other info: Designed for marketing and web-design staff, training covers standard SEO practices and ethics issues. Subscription to the SEOToolSet of diagnostic tools is included with the course. You can also get on-site SEO and SEM training if you want to train 24 or more employees.

You can also get on-site training from DISC (www.2disc.com/services/training/):

  • Subject matter: In a personalized, company-specific manner, this training helps you discover your company's optimum ROI, benefits of PPC campaigns, how to write content, how to interpret analysis and reports, how to optimize your CMS, and how to conduct keyword research.
  • Method: DISC evaluates your team, delivers training materials, performs a one- or two-day workshop at your location, and provides follow-up questions and answers.
  • Cost: Packages range from $12,300 to $15,500, plus travel expenses.
  • Other info: On-site and conference-style training allows businesses to train many employees at the same time in a comfortable environment, focusing on techniques personalized for your specific project. You receive detailed training materials that include step-by-step guidelines for performing essential SEO procedures. Packages are tailored to your business’s needs. DISC also offers phone and email training.

From basic to advanced lessons offered at your desk or at your door, SEO training comes in all shapes, sizes, and price tags. You need to determine how training can help your business, and then choose the training method that best fits your needs.

Training for Professionals

When we talk about professionals, we mean people who already know more than a beginner’s course of SEO and want to expand their general knowledge and expertise. The following sections can help people who take SEO very seriously and want to be on par with the experts in the field. In general, look over these sections if you make a living at providing SEO as a service.

Attending conventions

If you're a business person just getting your arms around search, in the big spender category, or looking for a way to immerse yourself in the search engine optimization field, the bigger, more general trade shows may work for you: the giant conventions such as ad:tech or Pubcon. But at some point, you want more than just the broad topics these conventions cover. You eventually reach a point where you need to become a true expert in your craft. At that point, you must start networking with those who can help you meet your goals. When you get to that level, the smaller, niche shows provide far more value. They're more approachable and provide a far better networking and educational environment.

Broad Internet marketing training may have had value when the industry was less competitive, but in order to compete today as an SEO, you have to know your stuff inside and out. In other words, you have to go beyond the introductory courses offered at the large shows. In this area, small, topic-focused shows thrive because they strip away that introductory-level material and get into the meat of the issues. Large shows such as ad:tech and SES simply can't provide that kind of depth because they have to cater to a beginner audience.

tip If you're looking to build your industry knowledge and expertise, seek out the small shows that emphasize the aspects that you want to dive into. Maybe you want to advance your branding techniques or dive further into networking via social media. The smaller shows are the ones that are going to really benefit you.

The sessions at the smaller, niche conferences are taught by the field experts. They are there to teach you real-life tactics, strategies, and methodologies so that you can go back and use what you have learned. Not only does this help you build your own set of SEO tools, but it also sets you up on your way to becoming an expert in a specialized field. This makes you invaluable in your home office and in the industry as well. You can gain fame by making yourself a noted expert in a singular field. As the industry matures, it's less about knowing a little bit about everything and more about becoming a specialist.

At these shows, you get speakers who can deliver success stories and anecdotes of failure, who can test a theory because they weren't constrained by budgets, and who are willing to tell you what happened because they're not afraid that it'll be revealing something. Listening to those who’ve gone before is a time-honored way to increase your knowledge and gain inspiration.

Getting advanced training

Another way to further your advanced SEO knowledge is to attend advanced training courses. We at Bruce Clay, Inc., offer an advanced SEO training course, and you can find advanced courses in Internet marketing disciplines for SEO and paid search through Search Engine Academy and other providers. When you do advanced training, you go beyond the basics of search engine optimization (such as finding out what a Meta tag is, for example) and really delve deep into the ins and outs of doing search engine optimization for you and your company. With advanced training, you find out more about how to read your competition and analyze your site, which means you can tell whether or not the changes you made to your site are actually working. This involves knowing what converts, and what ranks, and what draws in traffic. Seeing the complete picture is a must if you want to continue to work in search engine optimization.

You can find out more about advanced training courses at

Following trusted authorities

If you are looking to specialize in SEO, start following trusted authorities in the SEO field. Authorities can be individuals, companies, or websites, but what they have in common is that they’re respected and they typically deliver solid, reliable information.

You can find several news-stream sites out there geared toward search engine optimization. These websites keep up with the latest SEO news and statistics, and they always provide reliable, helpful information (and sometimes some not-so-helpful information, so be discerning). Although this list by no means gives you all the resources out there, it does give you some good sites to start with:

  • Search Engine Land (http://searchengineland.com): A great resource, Search Engine Land (SEL) is a search engine marketing industry news site. This site can tell you the latest news out of Google, Yahoo, and Bing, among other search engines. The same company that runs SMX, one of the large SEO conferences, runs SEL, so it’s a pretty trustworthy site.
  • Search Engine Journal (searchenginejournal.com): Covering search engine marketing industry news, publishing guides, and fostering a collaborative community of search marketing professionals.
  • Search Engine Watch (searchenginewatch.com): News and commentary on the latest Internet marketing strategies and happenings.
  • Search Engine Roundtable (www.seroundtable.com): A forum-based news site, the Search Engine Roundtable (SER) brings you the latest news from the forums, catching stuff that other news sites might miss.

Performing experiments

Performing experiments doesn’t mean you get to play Mr. Mad Scientist with your company’s website. For one thing, randomly changing elements here and there on the site can lead to a decrease in the site’s rankings and a drop in conversions, which in extreme cases, could negatively impact your business and your job. But you need to know how to test the changes you make to the site in order to gain rankings, traffic, and, your ultimate goal, more conversions.

Figuring out SEO requires doing SEO because it’s often a matter of trial and error. The online environment constantly changes (in terms of both competitors and search engine algorithms). Proper SEO takes time, diligence, and patience. Getting accurate test results takes a matter of months, not hours or days. You have to be willing to work and have the patience to watch your experiments to make sure that you’re getting the results you want.

On the flip side, don’t be afraid to continue to tweak things if your tests aren’t giving you the results you want. Run several tests, rather than just one or two. Change one thing at a time. And if you get bad results, don’t be afraid to change it back!

tip If you can't experiment on your own site, consider building another site just for the purposes of testing. Tinkering, playing, and all-around messing with your site is the only way to really be sure that what you're doing works. Take chances and see whether they pay off. Like gambling, don't bet what you can't afford to lose, but make sure that you're investing enough to make it all pay off in the end.

Getting Things Done for Do-It-Yourselfers

We cover what to do if you want to wade into the professional world of search engine optimization earlier in the preceding minibooks. But what do you do if you’re a do-it-yourselfer just trying to make your website succeed? Say that you have your own classic-car customization website, and you and your brother are the company. Because your brother can’t use a computer to save his life, the burden of running and maintaining your company’s website falls on you. So, what can you do in terms of optimizing your own website? A few things, actually.

Training

Most training courses out there are aimed at the beginners. Take some time or make an investment in some basic training for search engine optimization. They’re worth the time and effort, so go do some research into what’s right for you. We list plenty of beginner training options in the section “Picking the Right Training Courses,” earlier in this appendix. Focus on the ones that offer face time with a real expert and some kind of tangible metric for success.

Testing, testing, testing!

Like we say in the section “Performing experiments,” earlier in this appendix, testing is one of the most important things you can do. Test your site to make sure that anything you’ve done to it, from tweaking your keywords to adding more Engagement Objects, is actually working the way you want it to.

This advice might seem like common sense, but some people think that they can just make changes across the board and see returns immediately. Your site is one of millions of sites, and being a top-ranked site takes time and effort. SEO requires fine-tuning, so if you add new keywords to your site, watch them! Study your rankings and your server logs to see whether traffic has gone up since you made the changes. Check whether this increased traffic has given you more conversions or whether the extra visitors simply arrive at your front page and then immediately navigate away.

remember Drawing traffic to your site is just one part of the process. You have to make money. If no one is coming to your site and asking you to customize a classic car for him or her, you need to do further tweaking to your site.

Networking

You also need to network. Start engaging other people who know and work in SEO. Hang around the forums that discuss SEO and go to Twitter to check out what other people are saying. Don’t be afraid to ask for help or guidance if you’re not quite sure what you’re doing. But be aware that you need to take any advice you get with a grain of salt. Always test out the advice before you accept it as the gospel truth.

Go to conferences. Budget for a trip to attend one of the larger SEO trade shows, such as SES, SMX, Pubcon, or ad:tech. At these conferences, you can get your feet wet and do a little bit of networking. Make a list of things that you need help on, and then plan your schedule so that you can attend. Don’t be afraid to talk to people; no one was born an expert in search engine optimization. They all once started where you are. Ask questions if you’re lost and take plenty of notes! You can always expand your Internet marketing knowledge, so do your best sponge impersonation and soak up as much information as you can. Search conferences often offer, at an extra cost, conference-partnered one-day training classes before or after the convention, so plan to arrive a day early or stay a day after to take advantage of those training opportunities.

remember Be discerning about the information that you gather. SEO isn’t an exact science, so you may get conflicting reports on what to do and what not to do.

Also, check out newsletters from reputable sources. Ask around and do your research to find some reliable sources. You can start with these free newsletters:

Knowing when to call in the experts

Unfortunately, almost inevitably in the course of your SEM campaign, you’ll run into problems with your SEO that are beyond your scope of training and expertise. Find a mentor: someone who can help you out and guide you through the tricky world of search engine optimization. Make sure that you can trust your mentor and that she’s a respected authority in her own right. You can hopefully meet someone who can become your mentor by checking out search marketing forums and Twitter feeds and by attending conferences.

Don’t be afraid to ask for assistance. Call in a professional consultant if you need help. But remember: Be familiar with the technical side of your website and your SEO so that you can tell whether your consultant is taking you for a ride or giving you good advice. Be very particular. Someone can easily call himself a guru, but it’s hard to actually earn that reputation. Make sure his walk matches his talk.

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