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"Moderator:\nMisty Locke, President &amp; Co-Founder, Range Online MediaPradeep Chopra, Co-Founder, OMLogicInternet has changed the business marketplace, not limited by time, distance or capital.SEM is considered the best options and SEM industry is growing at an incredible pace.Talent:\n- Demand exceeds supply\n- SEM is the core of marketing\n- Today is the best time to be an SEM professionalWhy a Career in SEM?\n- Flexibility\n- Skills are portable and global\n- SEO: One of the four cutting edge jobs (Source: RHI)\n- Innovation and adventure\n- You don't need a professional degree\n- Salaries are attractiveSalaries Overview:\n- Executive entry level 30-45k\n- Specialist 3-5 yrs 50-75k\n- Expert with etc...\nFrom ClickZWhat Skills do you need?\n- Communication\n- Passionate about Internet\n- Networking\n- Quicker Learner\n- SEO is technical, PPC is creative\n- Sales &amp; MarketingWhat Lies in the Future:\n- Web 2.0\n- Rich media\n- Behavioral \n- Conversions\n- Beyond US\n- Verticals\n-- Retail\n-- Travel\n-- Finance\n-- Education\n-- Social Networking\n-- SEMKey to Success:\n- Use SEM for finding a new job\n- Continuous Learning and certification\n- Leadership roleDan Perry, SEO Producer, Cars.comBeliever in interviewer skills in getting the job.Preparation:\n- \"By failing to prepare, you are preparing to fail.\" Ben Franklin- Expect to meet with at least three people\n-- HR: Did you like on your resume?\n-- Boss: Can you do the job?\n-- Boss' Boss: Will you fit in?- Questions to answer:\n-- Where do you want to be in 5 years?\n-- Strengths and weaknesses\n-- Biggest accomplishment/failure?\n-- Friend/coworker boss describe you?\n-- Best decision you ever make?- Never bring up money\n- Don't say you have offers elsewhere, even if you do\n- Don't ask for more vacation\n- Know your number and stick to it\n- Consider entire package\n-- Insurance\n-- Relocation details\n-- 401k match (and vesting)Interview Process:- Do you have a question for me? \n-- Always have a question\n-- Be specific (no culture questions\n-- Think about this one and have a fewFinal Thoughts:- Be prepared to compromise (working on groups and teams)\n- Develop diplomacyDavid Wallace, CEO and Founder, SearchRank- David stumbled into this industry, got his computer in 1996.  April 1997 he went to a seminar on making money online, became an affiliate of web design.  They launched niche web site to attract customers.  They developed a contractors resource directory in Arizona.  They relied on free organic results.  Started then building their own sites and then added SEO services.  Today way to learn SEM:\n- Free resources like Beginners Guide from SEOmoz, blogs, forums\n- eBooks, SEOBook.com, etc.\n- Online Courses, SEMPO, Bruce Clay, SECollege\n- Conferences, SES, PubCon, SMXTake this knowledge and apply it to a site.Establish a site to learn from:\n- Choose a niche (something not highly competitive)\n- Secure a domain name (new ones can be a hurdle)\n- Establish the web site (design yourself, hire someone, or use automated solution)Applying a Search Marketing Strategy:\n- Conduct keyword research\n- Apply organic search techniques\n- Set up paid search campaign\n- Track progressNetworking with Others:\n- No matter where you work, networking is important\n- Develop business partnerships with ad agencies, web design firms, etc.\n- Network online with SEMs through forums, blogs, social media\n- Network in real life at conferences, local, etc.Brand Yourself as an Expert:\n- Write informative articles\n- Participate in forums\n- Participate in social media\n- Start an informative blogThings not to do:- Don't spam forums or blogs\n- Don't steal other's content or sales copy\n- Don't come off as a know-it-all\n- Don't promise what you can't deliverStay on the cutting edge- Live and breath it\n- Active in forums\n- Subscribe to quality blogs\n- Never be afraid to experiment\n- Buy savvy SEMs drinks at SESMichael Gray, Owner, Atlas Web ServiceHow to Avoid Shooting Yourself in the FootManage Client Expectations\n- Only promise what you can actually deliver\n- Set reasonable time/date expectationsSet Reasonable Limits\n- How much time will be spending on the project\n- How much time will you be available\n- Avoid the temptation to become the equivalent to an in house SEOConflicts of Interests\n- Disclose any conflicts before you close a deal\n- Decide if you are going to limit yourself to only one client for a particular area\n- Avoid competing with your clientsManage Your Risks\n- Don't let your business depend on one client\n- Don't let your business depend on just one web site\n- Don't expose your clients web sites to unnecessary risksKeep Learning and Growing\n- Pick and follow some of your favorite blogs and limit yourself\n- Use recap or roundup bloggers\n- Experiment with your own sites and build your own test labsUse Sub Contractors\n- Use sub contractors to scale up or down quickly\n- Use them to compensate for your areas that aren't your core competency or expertise\n- Be careful using sub contractors for mission critical functionsContracts\n- Know when you need and don't need a contract\n- Large companies wont work without a contract\n- Understand \"Work for hire\" and copyrightAccounting:\n- Get a good accountant\n- Learn how to use accounting to your benefit\n- A good accountant will save you more money than you are paying them each yearJessica Bowman, Director of Search Engine Optimization, Business.comYou are now a student that is constantly learningLearn the basics:\n- Work.com\n- Google Hacks\n- SearchEngineGuide\n- SEOBook\n- Search Engine Visibility\n- Cat Seda\n- Attend conferences\n- Attend training programs\n- Most training will come from hands on experienceAs You Get Started:\n- Outsource aspects of your project\n-- Strategy\n-- Technical site audit\n-- keyword research\n-- Trouble shooting issues\n- Q&amp;ASEM is Constantly Changing:\n- You need to stay on top of it\n- Especially if you will charge for it\n-- Read Search Engine Watch, Search Engine Land, Search Engine Roundtable and Sphinn (thanks)Big Changes Occur\n- Cloaking can get you banned and it once was acceptable, she said\n- Link exchanges once worked well and not always so good\n- Link buying was once acceptable, not anymore\n- You must stay on top of this\n- Expect to spend two hours per day on readingAs You Work:- Systematic process in place\n- Document \n- Gaps between client meetings require documentation\n- When you are consistent, productivity increases\n- Once solid, it you can outsource portions of the project as needed\n- Things you can document:\n-- Gathering rankings\n-- Keyword data gathering\n-- Gathering link data\n-- Directory submissions\n-- Portions of site audits\n-- Optimization QABuild Industry Camaraderie\n- You need other people to talk to about questionsKnow What you don't know"^^<http://www.w3.org/2001/XMLSchema#string>
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