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BACK TO BASICS: Search Engine Optimization Training Opportunitiesby Virginia Nussey, March 15, 2008 No matter how long you've been in the search engine marketing industry, chances are you've heard the benefits of training extolled at conferences, on blogs, and in advertisements. From novices to veterans, training has value for all members of the industry as its aim is to educate or update search marketers on the methods, strategies, tools and techniques available to them. Training also promotes best practices, standards, and ethics, with some programs offering certification. A good training course can significantly impact the way you approach SEO for the duration of your career. Benefits of TrainingA good SEO training course should hit several arenas: fundamentals, philosophy, ethics, and sometimes, certification. Because search engine algorithms are constantly evolving, beginners and experts alike require regular (re)training of SEO fundamentals. Those SEOs who've been in the industry for some time will attest to the fact that techniques that worked in the early days of search no longer have the same effect of improved rankings or increased traffic. Because search engines have changed their ranking methods, SEOs have had to change their approach to being ranked. Regular training results in SEOs catching on to such algorithm changes more quickly and adjusting their SEO efforts in turn. Fundamentals, including terminology, ranking factors, and on-site components, must be brushed up on regularly in order to fully understand the environment you are working within. While it may seem that SEO philosophy and ethics remain relatively stable over time, valuable training courses are sure to include these subjects. The reasoning behind SEO methodology must be understood, as it is the foundation for best practices and uncompromised ethics. By understanding the purpose behind SEO - improving the visibility of a Web site so that interested Internet users can more easily access quality content - optimizers are less likely to use spammy tactics in order to simply gain higher rankings. Furthermore, as new SEO tactics emerge, so do new opportunities to abuse the system. Such developments are followed by a need to reiterate ethical practices. Gaining certification is a way to show others that you follow the ethical standards of the industry and have a comprehensive understanding of SEO fundamentals. Often requiring trainees to prove their knowledge by passing a test, certification demonstrates knowledge of and commitment to SEO. Though you may understand the need for SEO and SEM training, you might not know what to make of all the options available to you. To sort through some of the different training programs on the market, we've rounded up examples of various training models, along with some points to consider when deciding which would be best for you or your company. Remote TrainingUsually done over the phone, by email, or through video lessons, remote training done from the comfort of your own home or office is, of course, the most convenient of all your options. Remote training is also sure to be the easiest on your checkbook, running from $250 to $3,000 per package, depending on the method, difficulty level, and length of the program. Although several high-quality advanced courses are offered through remote training, most of the programs available would be best for beginner SEOs who need to learn basic SEO methodology and techniques. Video and online programs often allow students to move at their own pace. However, students would not be able to receive lessons faster than the program schedule, so advanced trainees might feel that courses move slower than they prefer. Also, opportunities to ask questions of instructors are limited. For this function, some programs host private discussion groups. Finally, the ability to personalize the training to your own Web site's needs is minimal compared to in-person and on-site training courses.
Training Around the CountryBasic and advanced SEO and SEM training courses are offered across the U.S. for those who want face-to-face training. Depending on the length and difficulty level of the training, these courses usually cost anywhere from $750 to $2,000 per person. So aside from travel expenses, these courses are relatively cost-efficient. Though not as personalized as on-site training, location-based training provides opportunities to ask questions specific to your Web site, making the training less an exercise in theory and more an opportunity for practical learning. In-person training addresses those who learn by visual and audio aids, as well as by application. Many courses include lab time for attendees to use SEO tools, sometimes included with the training package, on their own domain with the instructor available for help or suggestions.
On-Site TrainingWhile certainly the most expensive of all training methods, on-site training is also the most personalized method, tailored to your site and your company's SEO and SEM needs. From $150 to $500 an hour, with minimum hour and/or minimum participant requirements, you'll want to be sure you choose the program that offers what you need. To this end, it's important to come up with a list of expectations for your SEO campaign before consulting with several SEO companies to see what type of training topics they cover. On-site training is usually most useful for companies planning to perform SEO in-house and which are therefore training many employees. Most on-site training programs are tailored to the specific project, provide a syllabus of topics that will be most relevant to your project objectives, and offer follow-up consultation.
Beanstalk Search Engine Positioning, Inc.
From basic to advanced lessons offered at your desk or at your door, SEO and SEM training comes in all shapes, sizes, and price points. Overall, it's important to realize how training can be helpful and to know how to choose the training method that best fits your needs. We at Bruce Clay, Inc. hope you continually strive to better your skills and the SEO community through ongoing SEO education and growing industry knowledge. For permission to reprint or reuse any materials, please contact us. To learn more about our authors, please visit the Bruce Clay Authors page. Copyright 2008 Bruce Clay, Inc. |
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