Almost unequivocally, when I speak with someone about the search industry this question arises: "How did you get into search marketing in the first place?"
Normally this question isn't asked of teachers or engineers or even traditional marketers. Why? Because all of those professions have recognized college and university degree programs to help people get into those lines of work. It's pretty obvious how they got into it -- they went to school!
But SEM (define)? Not a chance. I was lucky enough to find a mentor way back in my university days who showed me the ropes and helped me get started in this space. If it weren't for Darlene Moore of DriveTraffic, who incidentally provides excellent training in search marketing, I'm not sure if I would have ever gotten into this industry. I might not even be in the online space.
Why is it so difficult to find solid SEM programs? This industry has been around long enough for some sort of training to surface, and there is definitely enough of a demand for skilled search marketers that training is desired.
Perhaps it's due to the ever-changing nature of this environment. Imagine trying to write a text book on search. Next month, no wait, next week, half the information could be totally obsolete. Whatever the reason, if you're looking for a career in SEM, it can be very difficult to get the education you need to secure the knowledge and credibility to get clients to work with you.
Although there are no post-secondary studies to be had in this sector, there are some industry-recognized programs that seem to hold some clout. Because I've been asked more than once about how to get into search marketing, I'm offering a short list of programs to look into if you're considering a career in this field. I scoured the Internet for more to suggest -- and there are many out there -- but these will lend a bit more clout to your résumé.
Here they are:
I hope this list provides search marketing hopefuls a good starting point for getting the knowledge base needed to move into this field.
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Julie is a member of the senior strategy team at Klick Health, focused on online media and digital. Julie initially established and led the media practice at Klick for several years, relinquishing leadership to expand beyond media into additional digital tactics. She brings a wealth of experience in search marketing, digital media, and all facets of digital strategy to bear, helping Klick's clients develop innovative digital solutions. As her role has evolved, so have her contributions to ClickZ, which she has been writing for since 2007.
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