Search Marketing Education is a Must within Companies //

Many companies today and their marketing departments are ignoring a problem: a lack in education and leadership on search engine marketing.

I think it could be better and caused me some anxiety when I started working for a new employer.

Search marketers can benefit from addressing this issue by improving their job satisfaction.can also drive growth within marketing teams.

This article will explain why and how more companies need to educate themselves about search marketing.

Why companies need to invest in executive education and more leadership today

I have worked in several agencies and as a SEO specialist. For several years I ran my own digital consultancy, where I handled SEO, analytics, reporting, web design, Google Ads and email marketing.

Over the past 13 years, I have worked in a variety of environments and with a number of different bosses.

It’s only natural that some companies excel at teaching, training and mentoring.

Throughout my career, I have always been aware of one thing: the need for increased education and leadership within search marketing.

Here are some reasons why improving education and leadership in your company can have a profound impact on search marketing today.

Your search marketing team is losing morale and retention.

No search marketer would want to work somewhere where their efforts were constantly undermined, and their presence was a source for irritation. If you lack the leadership necessary to keep things moving, your search marketing team can quickly lose morale.

Account managers in agencies can become bottlenecks when they do not align their goals with those of the search marketing team.

I worked for an advertising agency where each client was managed by an account manager, who also handled the relationship with clients. When the account director did not want to do anything, they didn’t. This is especially true when it comes to sharing a relationship with the customer. This will affect the growth of your PPC or SEO account.

If you are working within an organization, it is difficult to get the other teams to support you or help you reach your goals without a superior who can bridge this gap.

A lot of your efforts will be thwarted by bureaucracy.

SEO is an afterthought, and it’s slowing your company’s growth.

What can you do to achieve sub-optimal results in your business?

• Inefficient processes.
• Communication is lacking
• Buy-in is low.

Lack of communication, lack of process development and lack of cross-departmental learning could be the reason for your company’s growth.

Search marketing will not disappear anytime soon.

SEO is no longer an afterthought. It deserves the same attention as paid search, or any other marketing channel.

We are still fighting with other marketing/web team members and web development teams for a place at the table, and for budgets. This is especially true for SEO due to its volatility and slow pace.

I have observed that despite the fact that some conflict is inevitable between teams and team members, there are recurring problems. Most often, one or two of the following issues arise:

• SEO teams are excluded from key meetings related to web development.
• SEO teams are usually annoying to the web team.
• SEO teams usually find the web team irritating.
• PPC always receives more budget.
• The SEO team requires more budget.

Similarly, many organizations do not hire or manage this specialization.

While I have seen many well-meaning, capable individuals managing search marketing, it remains to be asked whether they should do so.

It’s not enough to put search marketing under the public relations department or the job of a web designer/operations director. This is a well-established profession.

Would you like a general physician to perform your brain surgery? I don’t believe so.

It’s not as dangerous as brain surgery but it’s still gambling with the money of your company.

How to promote SEO education and leadership in your organization

You can use the following solutions to help:

Search marketing training programs for executives and on-going education are important investments.

Search marketing is a growing part of the overall marketing mix. Companies should allocate budgets and time for training their employees.

This will help you retain your employees and pay off in the long run.

It is important to include all team leaders, including executives, account managers and any other individuals who lead teams, so that they do not become the bottlenecks for achieving company goals and preventing progress.

Hire the best candidates and improve your recruitment process

Stop letting other departments manage the search marketing department.

There are many SEO and PPC experts with years of experience who can run your search engine marketing team.

Investing in them is no different than investing in any other department.

Give search marketers an actual seat at the table

Make sure your team is involved in the decision-making process, strategy formulation, and resource allocation.

Although we still have a lot of work to do, the solutions and problems outlined in this article will pave the way for a brighter career.

Dig deep: How SEO education can be used to manage stakeholder management

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