Necessary educational conditions for search marketers

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I have read an excellent article on website censorship written by Rhea Drysdale. In describing her university education and SEM, Rhea Drysdale pointed out that internet marketing is a simple sentence in my advertising principles class. Internet marketing is too new for advertising companies to have a lot of risk. We are also good at newspapers and direct mail ads.

I believe that is true for many SEM experts.

For many people, there is not much practical meaning in the university to discuss SEO or SEM related issues. Because, there is only one chance to choose.

Now, in most schools, there is a formal SEM education. Should I set a prerequisite for digital marketing for potential employees? I don't think it's necessary. As a supporter of liberal arts education, I used many applications in SEO when I first installed NCSA Mosaic. For SEO and SEM, here are some very similar technical paths.

--Chemistry. Search engine algorithms are similar to chemical compounds such as water. In general, compounds have predictable behavior unless their environment is unstable. Change the pressure or the temperature, the water will become solid from the liquid. By adding oxygen atoms, water becomes hydrogen peroxide. Similarly, search engines can change algorithms for user search, data analysis, and garbage disposal. Only by constantly testing and studying, you are reliably predicting changes in the environment.

--history. Sometimes the maxim changes. Ignorance of history may form a new search. Over the years, I have tracked the behavior of new ventures, including Google, and tried to find a specific environment for success or failure. But I've been unlucky so far.

--Psychology. In addition to understanding the statistics, mastering certain psychological background is very useful for evaluating your directed users. Understanding your customer needs is just one aspect of a proven usability study. You need to accurately analyze what kind of advertising platform, keywords for your site most effective.

--Biology. Some historical knowledge, then has the biological knowledge, this is the present market survival of the fittest evolution the beneficial preparation. Every SEO consultant knows that it is impossible to change or get discouraged quickly, and those who change too quickly will not expect their environment to adapt to them. Similarly, SEO enterprises after years of efforts to find their fertile ground for growth.

Before many people received formal education, the internet did not appear. These people find it difficult to understand how university courses can accurately adapt to rapid changes in the industry. I remember Patricia Galea and Mike Margolin, the two colleagues who taught the digital age advertising program at the University of California. This is a comprehensive online marketing course that includes good SEO and SEM cases.

Many of the content of SEO and SEM have not changed radically over the years. Keywords research, analysis, Web site architecture, and usability research are similar to those of 10 years ago. The concept remains unchanged when the tools and techniques we use change.

The large number of employees we employ do not know much about industry experience, and these levels of experience are not positively correlated with long-term success. On the contrary, I prefer those who love learning, have excellent communication skills and extensive knowledge of the staff.

(Original: November 11, 2009; Compiling: Song XI)