Let’s take a look at the fourth key point that iProspect cited, namely that 26 percent of search engine marketers also performed IT functions. In fact, by percentage, more SEMs handled IT functions than direct mail (22 percent), radio advertising (9 percent), TV advertising (7 percent), analyst relations (7 percent), outdoor advertising (4 percent), or investor relations (2 percent). That probably reflects the fact that search engine optimization has historically been the responsibility of the webmaster.
iProspect finds this somewhat disturbing, however. To quote from the report, “The fact that search engine marketing at some organizations is being managed as a technology tactic and not a marketing strategy is disconcerting, and seems to make as much sense as having the person managing your wide area network also write your press releases.” I think iProspect is stretching a point here, even if they do concede that two to three years ago this would not have been surprising.
Search engine optimization is still far more of a technical skill than iProspect seems willing to admit. At the very least, an SEO/SEM benefits from that kind of mindset when he or she approaches the task at hand. Yes, you have to think like your customers, but you also have to think like a search engine spider. That means you also need some understanding of search engine algorithms.
I’m not saying you actually need to know how to code a search engine (though some people might say that it helps!). It’s clear that you can benefit from understanding what’s possible. To that end, a technical background is not a bad thing for an SE0/SEM to have. At the very least, it helps to understand something about how the media works.
I find it interesting that iProspect didn’t have as much of a problem with the fact that a high percentage of search engine marketers (58 percent) also performed website design as part of their current job. “It demonstrates that organizations are recognizing the need for these two functions to be closely aligned.” I would have liked to have seen iProspect break down the choice “IT functions” even further; I think the company would have found that many of the IT functions search engine marketers perform include tasks that help support the company’s website.
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