The life of an in-house search engine marketer is much different than that of agency work. The politics and red-tape involved with corporations can be complex and require strong personalities.
Within larger corporations search marketing, or any type of online marketing, is sometimes not given the credibility that it needs. A specific skill set is needed to deal with corporate politics and the often uneducated.
1. Education
Teaching is an important part of in-house search marketing. Often, many departments and executives want to help, but the execution can be misguided. There is a ton of bad information on SEO throughout the blogosphere. It becomes extremely important to be pro-active in the corporate education. Having an executive approach you about something he’s read goes a lot better when you have already educated the company about this topic.
By educating co-workers on the right and wrong way to help with SEO, you gain an unofficial staff. Giving each a small nugget to run with, such as link building, will take some of the load off your efforts. Plus, as small as it may seem to you, they will have a sense of contribution to the overall goal.
2. Presentation
Along with using the skills to educate, as discussed above, presentation skills are need to produce findings to the company. Like with all companies, executives like to know that your services are worth your salary. Often a constant reminder of how great you are is needed. By presenting often, it allows you to show improvement in search rankings or the ROI on paid search.
That’s internal presentations. It is also becomes a strong advantage to present outside the company. By delivering messages to marketing conferences, it tags you as an expert in your field and industry. When the industry recognizes you as an expert, you become more valuable to the company. Being a rock star goes a long way.
3. Analytics
Let’s face it, above all, your number 1 goal today is: Don’t get fired.
Everything else is centered on that goal. Not getting fired means you have to be worth more to the company then they are paying you.
How does that happen? The numbers speak for themselves. Frankly, without a good analytics application you are risking a job. The company wants to know the bottom line, how much money are you making for the company. You should have those numbers often and use your presentation skills (mentioned above) to show them. If you can not prove your worth through numbers, then you better be exceptional with the education and presentation skills mentioned above.
4. Knowledge
All of the above means nothing without a strong knowledge of search marketing. You can only bull-shit your way through corporate politics for so long. Ultimately, you have to know what you are doing. That requires constant reading and implementation.
It also requires pushing the boundaries, by seeing how far you can take things. Balancing on that gray line requires nerves, but the pay-off is tremendous. Learning what works and what doesn’t work, especially before the competition does, is great asset to have for job security. Sitting back and waiting will keep you behind everyone else.
Educating yourself through constant reading and writing is a great way to stay involved in the latest advances in search engine marketing.
(It’s important to note, whenever I write about in-house search marketing. I often get questions about my current status. I am very lucky now; I work for a great company that really “gets” search marketing. I am constantly pushed and challenged with new ideas, but that’s what’s needed. I never want to be too comfortable in a job. Admit it, we are all replaceable. That’s why it becomes important to make yourself a rock star through the tips above)
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