How to Manage SEO

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Whether you launch a search engine optimization program in-house or outsource the program, you should keep the following training opportunities and skill sets in mind:

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  • Advanced SEO techniques,How to Manage SEO Articles including page titles, META descriptions, META keyword sets, internal page cross-linking, search engine submissions, robots.txt files and domain name management;
  • Comprehends keyword weighting, proximity, density and related factors;
  • Search term ranking analysis;
  • Link popularity building research, management and strategy;
  • Online forum and industry newsletter monitoring;
  • National SEO conferences;
  • HTML and advanced programming languages;
  • Web site content writing;
  • Essential Web site usability practices;
  • Keyword research, including a firm understanding of language and the way people search;
  • Web analytics, including understanding common and complex metrics associated with visitors, unique visitors, page views, online sales, profitability and more;
  • Ability to see the big picture and not go so overboard with SEO practices that the web site gets banned from major search engines;
  • Appreciation for ethical standards (i.e. should know about cloaking, keyword stuffing and the differences and nuances associated with “black hat” and “white hat”);
  • Marketing and branding experience;
  • Project management, including ability to effectively communicate needs and foster cooperation from appropriate stakeholders;
  • Familiarity with pay per click (PPC) programs and how their performance directly relates to natural SEO results;
  • Management of paid inclusion (72-hour rapid indexing programs);
  • How to adjust to the changing algorithms of search engines.

The search engine optimization field is complex and ever-changing. To keep pace, you should have plenty of skills on hand. Overall, the SEO program process should be simple: set goals, choose the best keywords, optimize pages, submit to search engines and refine efforts in light of rankings and web analytics.