14 Steps to Transforming Your Career Path to Super SEO Status
July 7, 2008 - Written by Gyutae Park
In a previous post, I wrote about the 5 different business models of SEO - in-house SEO, agency SEO, independent SEO consulting, SEO education, and online business. I received a lot of feedback on the topic and the general consensus is that there are many opportunities for cross-over between the models. For example, agency SEO’s have their own online side projects and many in-house SEO’s aspire to be independent consultants or SEO instructors. No matter what situation an SEO favors or is currently in, he or she probably got there by exploring the other options.
In this article, I want to give a little background information on my various SEO experiences and then outline what I think is an ideal career path for aspiring newbies to become SEO rockstars.
My SEO Experience
I stumbled upon SEO about 8 years ago, back when I was taking a college course at a local institute for web development and design. I was extremely fascinated by the inner workings of the Internet and I eagerly learned the online scripting languages necessary to create what I thought were good-looking and effective websites (Looking back, I think I must have been delusional… frames?? ). As I attempted to build traffic to my sites with a low budget, I relied heavily on the natural search listings to gain exposure. This experience got me further and further involved with SEO and grew my interest. Armed with my first real site Drum Set Connect and Aaron Wall’s SEO Book, I was well on my way to a new career.
I graduated from Northwestern University with a degree in Industrial Engineering and Management Sciences. Although this background gives me good business sense, I was never interested in the finance, consulting, and engineering jobs some of my classmates signed on for. I wanted to work online, but there really aren’t any college classes targeted to Internet marketing. Everything is either self-taught or learned on the job.
Aside from my side projects online, I worked the following jobs throughout college: a web programmer for a small web design agency, an in-house SEO for one of the biggest collectibles companies in the US, an SEO consultant for some of my own small clients, and an online content manager for a large corporate bank in Chicago. Currently, I work as an SEO specialist for a top 10 search marketing agency developing strategy and maintaining campaigns for huge global brands.
As you can tell, I’ve already ventured into some of the various SEO business models in a short period of time. That will only increase as my career progresses. What about all of you other SEOs - how did you stumble into the SEO industry?
The Perfect Career Path for a Super SEO
Next, I’ll go into what I think is the perfect career path for a super SEO. Obviously, there are other ways to develop yourself, but this is how I would do it if I could go back in time.
1. Learn design and programming from the start
There’s really no way around this. If you want to be a good SEO, you need to learn the language of the web. Knowing HTML, CSS, PHP, and other scripting languages will help you to understand how the Internet works and how search engines crawl pages in their indexes. An SEO who can’t program is like a dolphin with a missing fin.
2. Read SEO Book.
Aaron Wall is a very knowledgeable SEO whom I’ve had the privilege of speaking to in the past. The SEO Book training program is the best and most comprehensive course I’ve seen in the industry and I recommend all aspiring SEO’s to sign up and take part.
3. Develop and market your own sites
There’s really nothing like good ole’ experience to learn from. Pick a niche, start a site, and experiment with different SEO strategies to get it to the top of the SERPs.
4. Follow the search marketing sites
As an SEO, one of your main tasks to stay competitive will be to follow the latest trends and tactics - especially because the industry changes so quickly. Danny Sullivan and the folks over at Search Engine Land do an awesome job in staying on top of the news. Be sure to subscribe to the SEL feed.
5. Start your own SEO blog
If you want to be perceived as a thought leader in the industry, an SEO blog gives you the perfect platform to relay your thoughts and opinions. Blogging also helps you to connect with the community and to develop a personal brand.
6. Experiment with black hat SEO tactics
I don’t necessarily agree with the SEO’s that insist on keeping on a pristine white hat. Some of the shadier black hat SEO’s are some of the smartest marketers I’ve ever met - and they are definitely rolling in the money. Black hat isn’t necessarily the best way to go, but experimenting in the gray areas can make you a better overall SEO (and learn to defend against competitors that use black hat tactics).
7. Get a business degree
If I had to pick a college degree that was best suited for SEO, I’d choose business. Understanding the general marketing and business principles are crucial for the success of SEO campaigns and selling online.
8. Work as an in-house SEO for a large corporation
In-house SEO comes first because it is the most stable and long term. The earning potential isn’t very high but it’s a great way to learn the ropes and get a feel for the corporate culture.
9. Work for an SEO agency
Working for an SEO agency is usually more demanding than doing in-house SEO work. Strict deadlines have to be met, but there is much greater team support and an opportunity to really hone those SEO skills with a variety of clients.
10. Promote your own online business on the side
Again, experience is the best teacher, and you should be working independently on the side on your own web projects. Not only will this thicken your resume and provide you with more experience and knowledge, but it was also give you another source of income that will lessen your reliance on a 9-5 job.
11. Get your own SEO clients - work as an independent consultant
Working for an SEO agency helps you to develop your SEO skills. Working as an independent SEO consultant helps you to develop your SEO skills AND forces you to thrive in selling, developing a business, and coming up with a sound strategy for success. It’s a whole new ball game that facilitates the transition to entrepreneur.
12. Speak at industry conferences, work on personal branding
It’s strange but true… Speaking at an SEO industry conference can catapult you from nobody to superstar overnight. Just be sure you have something intriguing to say before you go and make a fool of yourself.
13. Write a book on SEO, continue blogging
Another asset that symbolizes power and authority is a book. An SEO who has written a book on the subject will be perceived much more highly than someone who hasn’t done the same. For example, Kris Jones of Pepperjam recently wrote a book on SEO to solidify his position as an Internet marketing guru.
14. Develop a system, hire staff, & build a business
Now that you have a strong personal brand, tons of connections, and SEO and business marketing expertise, it’s time you leverage those assets to develop a system, hire staff to support your system, and build a business that you can bank on for many years to come.
Are you a super SEO yet? If you could start over again, what would you do differently? What does your perfect SEO career path look like?
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According to your list, I’m not even close to being a super SEO!
Although I do know HTML,CSS, and PHP, so I guess that qualifies for something
There’s a lot of debate about whether or not coding skills are necessary to become a good SEO. I would say that they definitely do count for something so you’re on the right track.
Regarding the black hat seo tactics, there are pros and cons. I don’t say that you shouldn’t try some black hat seo from time to time but don’t get too black hat!
Yeah, I prefer to build long terms sites and black hat seo kind of goes against that. However, that doesn’t mean you shouldn’t be informed about what’s out there and how it could affect you.
Yeah good post, I sort of tried to skip past the first few points as fast as possible, then fail at certain points and have to repeat.
I do agree with point 6 though. I recently had a couple of sites penalised, and I think it helps you grow as an SEO. It’s all very well saying you will be penalised for doing something but it doesn’t really hit home until one of your own sites is caught out.
Obviously some people may chose to become better at hiding their tracks rather than stick to Google friendly techniques.
I am going to try and behave myself from now on (well at least for a while)
I definitely agree with you here Yossarian. There’s a huge difference between reading about black hat tactics and actually trying them out for yourself. Don’t take anyone else’s word for it - just make sure you hide all your tracks..
Great overview. There are much more details in it and it certainly is a long term process / journey.
I want to emphasize on point 7th. Just because anyone is good in SEO doesn’t mean s/he will succeed in SEO business. Btw, do you think Sitepoint’s guide on SEO could help shorten the time required in this step?
I haven’t read Sitepoint’s guide on SEO so I can’t provide feedback there. SEO Book by Aaron Wall is a great resource though.
You’re absolutely right about SEO vs business. Being a good SEO doesn’t mean you’ll be good at business as well. It’s another aspect that needs to be developed over time.
Hey GyuTae . . this was a great article! I can see you put a lot of thought into it . . . currently, i’m at the “balance between in house and consulting” phase . . . I’m not sure if I’ll ever want to have my own firm yet though . .
Thanks Gary! I agree with you on that. I’m between agency, consulting, and online business - and my hands are completely tied… A firm is just a whole new animal in itself. Good luck with everything, hopefully I’ll run into you again at a conference.
Good information. I think you should also network with other SEO bloggers and comment on their blog posts. (kind of assumed though)
Yep, that was part of starting the SEO blog. I’ve found that blogging really is a great tool to connect to the community and establish key relationships in the industry.
Nice breakdown - and I know people are not sold on the code understanding side of it - but that background has certainly been important for my career. If only it ever would be this easy
Thanks Derek. It’s nice to have someone on the coding side of the fence defend the background. Good luck with everything, I’m sure your skills will come in very handy in the future.
The path is quite long. I guess for any success there must be price to pay.
Yep, there’s a price to pay for everything really - whether it be time, money, attention, or resources.
Nice list, but the concern is - it will take years to cover all those points. My idea is that one should follow the trends and make changes to the list according to time requirements
It will take years to accomplish these points, but you have to remember that this is a career path not a quick fix situation. A lot of commitment is needed to be successful and if it’s important to you, you’ll put in the time as well.
Gyutae Park provides 14 excellent tips for those aspiring for SEO Greatness!
I start my journey in “SEO World” by read SEO ebooks and doing social bookmark. Is it a good start for me ? or there’s another way to start ?
I am not following your sequence exactly though, getting a group of partners who are passionate to learn and do research together may be crucial as well in starting business.
Above all, existing connection to the industry will earn you a shortcut in getting some jobs at the beginning. Do them well and earn the reputation, there will be more to come.
That’s a very comprehensive article on getting your SEO skills in order. I liked the dolphin with a fin missing example.