Why this matters:
Search engine marketing specialists are expected to develop search engine optimization (SEO) solutions and measure their success. Such solutions include keyword placement, consistent posting schedules, and rebranding initiatives, to name a few. Qualified search engine marketing specialists will have a firm grasp of these strategies and others that produce measurable results.
What to listen for:
- Demonstrated success in increasing web traffic
- Strong knowledge of best practices for SEO
- Creative affinity for problem-solving
Why this matters:
A primary responsibility of search engine marketing specialists is to use their knowledge of search engines to benefit an organization. To do this effectively, they must understand and apply tools that optimize search algorithms. Standout candidates will have extensive knowledge of current SEO tools and keep up with new advancements in SEO technology.
What to listen for:
- Clear explanation of how the candidate uses SEO tools
- Experience working with applications like Google Keyword Planner
- Understanding of new developments in search algorithms
Why this matters:
Maximizing an organization’s search engine rankings can improve its return on investment (ROI). A search engine marketing specialist must be ready to define a company’s SEO guidelines as well as measure the effectiveness of SEO marketing efforts. A strong understanding of SEO metrics will help a candidate accomplish these tasks.
What to listen for:
- Familiarity with key metrics such as user engagement and conversion rates
- Clear strategy for maximizing an organization’s ROI
- Keen attention to detail
Why this matters:
The best-laid SEO plans can fail or otherwise produce undesirable outcomes. When this happens, search engine marketing specialists must determine what needs improvement and deliver actionable strategies their team can implement. Candidates who demonstrate a flexible and creative approach to problem-solving are in a good position to overcome challenges that might occur in the role.
What to listen for:
- Experience identifying improvement areas in processes
- Ability to deliver creative solutions and present them clearly
- Critical thinking skills
Why this matters:
Search engine marketing specialists are team players who must know how to address the needs of displeased clients. After receiving constructive feedback, a candidate should be able to ideate and implement SEO solutions that not only solve the problem but augment an organization’s long-term marketing efforts.
What to listen for:
- Openness to negative feedback
- Patience when solving problems
- A resilient growth mindset
Why this matters:
Collaboration is critical to the success of a search engine marketing specialist. Therefore, it’s crucial that candidates communicate effectively with creators, writers, and content producers. Top candidates will be able to serve seamlessly in leadership and supporting roles, all for the strategic betterment of an organization’s growth.
What to listen for:
- Experience building impactful and long-lasting professional relationships
- Strong interpersonal communication skills
- Demonstrated leadership capability
Why this matters:
Search algorithms and SEO tools change rapidly, requiring continual research and analysis from search engine marketing specialists. To ensure that an organization’s search rankings don’t lag, candidates should constantly seek learning opportunities for how to enhance performance on all top search engines.
What to listen for:
- Excellent research skills
- Commitment to staying current on SEO tools and digital marketing strategies
- Ability to identify and pursue potential learning opportunities
Why this matters:
When working on several SEO initiatives at once, search engine marketing specialists might find it challenging to direct and prioritize responsibilities. Project management skills are a must-have if candidates want to ensure that each of their accounts receives the detailed attention needed for success.
What to listen for:
- Outstanding time management skills
- Proven experience juggling several projects at once
- Ability to delegate tasks to manage bandwidth
Why this matters:
Successful marketing teams are made up of analysts, strategists, and content creators whose diverse perspectives and talents form a cooperative unit. It’s helpful for candidates to discuss their overall interests and goals to determine if they’re a good fit with the company. Whether a candidate is more interested in marketing, analytics, or another specialty, assessing their unique value and creative passion will help you to build an even stronger team.
What to listen for:
- Excitement and passion for their work
- Plans for continued learning and professional development
- Other skills and interests that align with the organization
Contact a sales consultant.