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There are 3 different online marketing professionals:
1) Thinkers
2) Doers
3) Wannabes
Thinkers
Those professionals have a the Big Picture Vision. They have objectives. They can nominate values and return for all online actions based on their vision and Analytics tools (as Google Analytics, Hittail, Webtrends, etc). They can easily maximize the clients relationship. They tend to be creative and can create great concepts based on their curiosity. They are always updated and with an ample knowledge of different sources and features, having the capacity to adapt any of the possibilities channels to their (and clients) needs,
Doers
Usually these professionals have a reasonable knowledge of software and development systems , they know about CPC, SEM, SEO. They also understand the need of having a good strategy and respect it.
I don’t want to go through to much detail. This post is not about these two types but more about how to identify wannabes.
Wannabes are a great hazard to your online reputation, brand and strategy.
Please don’t confuse wannabes with learners. That’s all about attitude and behaviour; learners want to learn and want to grow their skills, but wannabes….
They cannot see beyond Google, Facebook and Myspace. They judge a page just based on Google PR and/or Alexa ranking, as a matter of fact they have no idea of the difference between PR and Page result location,
CPC, SEM, SErp, DMOZ, Robots, Search Engines, ROI, CT, conversion, Metatag, inbound links, metatag, crawlers, are non sense expressions to them.
How to identify them?
Next time you’ve got a meeting with your agency, your supplier, your SEO adviser ask them the following questions:
- What’s the difference among CPC, SEM and CPA?
- What’s an affiliate program?
- Please explain the “nofollow” concept?
- What’s an elevator pitch?
- Who’s Matt Cutts?
- How do I use RSS?
- What’s the most popular online payment system (ecommerce?)
- What four search engines comprise 90%+ of all general (non site-specific) web search traffic?
- Explain the concept - “the long tail of search.”
- Name the three most important elements in the head section of an HTML document that are employed by search engines ?
- How do search engines treat content inside an IFrame?
- What resource and query can you use to determine which pages link to any page on SEOmoz.org and contain the words “monkey” and “turnip”?
- What action does Google threaten against websites that sell links without the use of “nofollow”?
- What is the difference between local link popularity and global link popularity?
- Why is Alexa an inaccurate way to estimate the traffic to a given website?
- Name four types of queries for which Google provides “instant answers” or “onebox results” ahead of the standard web results.
- Describe why a flat site architecture is typically more advantageous for search engine rankings than a deep site architecture.
- Name twelve unique metrics search engines are suspected to consider when weighting links and how each affects rankings positively or negatively.
There answers to the above will give you a general idea of their online skills. Of course there are exceptions, and there are different levels of skills and even the wrong answers can give you a general idea to how they dominate the subject and their interest to learn.
All questions from nr. 8 have been taken from SEOMoz.org. You can browse them to find the answers, for the another ones I’ll publish tomorrow
Cheers
Lucio Dias Ribeiro
