How to Become an SEO Professional
原文出处：www.seochat.com
原文出处：www.seochat.com
How to Become an SEO Professional
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SEO professionals are the iconic "knowledge workers." The difference between a mediocre search engine optimizer and a true "expert" is potentially millions of hits. In talking about how to become an SEO professional I will be concentrating on defining a lone SEO consultant and won’t talk about starting an SEO company.
I will do this because I am a lone SEO consultant and not the owner of an SEO company, and people should ideally only talk about what they know. I have worked with an SEO company so I do know what the structure is like, but businesses are more than structure. Some of what I will say will be "my" story, while other parts will be the stories of other people who are SEO professionals and who have made their mark in the industry.
In The Beginning
I entered the Internet as a web designer, working with graphics and code/script. I loved hanging out on search engines simply because I could find anything I wanted. Since my college days I have spent hours searching for arcane bits of knowledge in order to put information in the departmental news letter.
I entered the Internet as a web designer, working with graphics and code/script. I loved hanging out on search engines simply because I could find anything I wanted. Since my college days I have spent hours searching for arcane bits of knowledge in order to put information in the departmental news letter.
When I became a web design professional, designing for paying clients instead of friends and family, my first paying client (my father) asked me to get him "traffic." From worrying about databases and how best to use flash animations I was suddenly saddled with the responsibility of making sure that the web site I was working on (with a team of two other designers) would be visited. It was then I discovered search engine optimization. I soon discovered that this "traffic" issue was no insignificant problem. Every client I met with was more interested in increasing ROI than they were in what color scheme to use on the site.
These basic beginnings led to a deepening interest in SEO and also to my going back into copy writing, on which I base my SEO campaigns. If you ask what I did to become an SEO who on an ongoing basis optimizes three sites at any one time (while working on web development projects), I would probably reply "not much." There are no schools for search engine optimization per se, though there are courses on search technology, Internet marketing, web copy writing, web design and a myriad of other topics that could strike your fancy. But for the netizen intent on becoming an SEO professional, there is nothing that beats getting traffic into a site; no degrees can beat results
How to Become an SEO Professional - Whys and How Tos
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When starting off, you can be involved in any field you like; the first SEO professionals were web masters and web developers. Some are web programmers; currently the majority I know are Internet marketers selling their products or affiliate products on the net. Your average SEO is a copy writer, a coder, a webmaster or an Internet marketer (including small business owners who take time out to learn SEO).
Whys
Most enter SEO so that they can sell products, theirs or someone else's. I did it so that I could offer a back end service to my web development clients, and now to promote online businesses. Glenn Murray, an Australian copy writer, probably went into Search Engine Optimization in order to promote his own sites on the search engines, add three number one rankings to his resume as an SEO copywriter, and prove himself as an SEO copywriter.
Michael Perdone went into SEO after successfully optimizing his wife's site. What distinguishes an SEO professional from an Internet marketer is results on the SERPs. A marketer may use opt-in lists, referrals, cold calling and various other methods to promote a web site; the SEO professional uses the search engines.
How Tos
Like I said, there is no hard and fast rule in how to become an SEO professional. An unhealthy interest in the vagaries of various search engines is necessary, as well as some technical skill (think of staring at tea leaves and trying to read the future). A knowledge of Internet protocols is useful, HTML coding skill and knowing what works and what doesn't -- for example, beautiful AJAX-enabled pages are useless to search engines, which only crawl on page content and don't bother with content added dynamically. But there are some skills that are invaluable in SEO.
How to Become an SEO Professional - Skills Required
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One: Strong Copy Writing Skills
One: Strong Copy Writing Skills
Search engines want content. People do "web" search and not image or video search when performing searches online. To optimize for key words means those key words must be contained on your web site. Since you are the SEO expert you cannot afford not to write copy. Your favorite word process ing package should be good enough to use to help you practice write articles on various subjects on the web, write SEO copy for your website, become a blogger, build an impressive copy writing resume and get links back to your pieces (as well as get respect from your peers).
A working knowledge of content management systems (hence languages such as PHP and databases such as MYSQL) and also how blogs work is good but not essential.
Two: Web Analytic Skills
You must be able to track and define your users behavior when on your site. This is so that you can see how successfully you optimized your site, and what "turns on" your users. A particular site I edit provides a broad range of software offerings but our web stat software showed that some particular programming languages received more attention than others. Some "long tail" keyword phrases (5 words or more) were surprisingly successful over the long term, which gave an idea of what should be targeted in future key word campaigns. Software packages such as Onstat for web hosts and Counterize for word press powered blogs.
Knowledge of JavaScript is essential for discovering on page actions and times spent on specific pages. But it is not absolutely essential as a skill for search engine optimization.
Three: Personality Traits
More important than particular skills is a personality ethos (or way of doing things). This third point is probably the most important set of skills an SEO professional must possess. You can think of them as traits instead of skills. They are invaluable; if you disregard everything else you can't disregard this.
More important than particular skills is a personality ethos (or way of doing things). This third point is probably the most important set of skills an SEO professional must possess. You can think of them as traits instead of skills. They are invaluable; if you disregard everything else you can't disregard this.
As an SEO professional, you must read voraciously on SEO, Internet marketing, new technologies, changing and emerging trends and everything search engine related. Most importantly you must know what's new in search engine optimization and also which way is up. Permanent subscriptions to Search Engine Watch, Search Engine Land, WebProNews, Webmaster World and SEO Chat are not merely advised; they are absolutely mandatory. To become a search engine professional you must have an appetite for learning that would be dangerous if applied to food.
Another trait to acquire is strong communication and teamwork skills. Unless you are really multi-skilled (know every conceivable programming language on earth and have strong copy skills on a divergent series of topics), you will be working on teams. Even as a lone SEO consultant, the design aspect of your clients' sites should not necessarily be yours to handle. This is also true of programming and server side interactions.
If you believe a client needs a forum or a custom designed guest book, you do not have to be the designer, but you will have to communicate your needs to the web programmer. Programmers are usually geeky technical types who are overworked to start with, so they will appreciate clarity in communication. If you have any unfriendly qualities (and we all do sometimes), you will have to work so that they don't show in your professional communications. Ideally you should eliminate them, but then your personal life is not really any of my business, is it?
How to Become an SEO Professional - Closing Touches
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Knowing how to use the search engines is advised. This way you can search for tools which allow you to analyze your competition's performance on the SERPs, and discover automated ways to perform operations such as directory submission, article submission and also other analysis which will make you, the SEO professional, look very good to your clients when you are speaking in the lingo of the "industry" (as with every other field, SEO has its own particular terms). This is all basic stuff for professionals, but for anyone who wants to know the barriers of entry to SEO it is a good introduction.
Be Extremely Service Oriented
SEO is a service, and like all services, it's not just about the product. It's also about the after sales, the pre sales, the customer relations and customer satisfaction. No matter how good you get, if you cannot keep your customer happy, then you may not be around for very long. If you check the bad press about SEO companies, it's mostly in the area of customer service, not in their product delivery. If you want glowing referrals and repeat business then it is advisable to be service oriented and be extremely customer focused.
In a Nutshell
Here are some things you need to do before you quit your day job and hang out a shingle! Get (and learn how to use) Macromedia Dreamweaver, register a reseller hosting package, learn HTTP redirect commands and subscribe to (and read) all major search engine newsletters. And most importantly, get a guinea pig site and rank it for a variety of key words (give yourself a year or two).
After all this, get screen shots of your rankings and print out your traffic server logs, get glowing testimonies from a set of reputable customers, set up a blog (and release your own newsletter) and then my friend, you should be able to handle an SEO task without quaking in fear that you will disappoint the client. And I honestly believe that there is more tan enough business out there for every one, so "the more the merrier."
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翻译
专业SEO的成长故事
SEO专业被戏称为“知识工人。”一个普通的搜索引擎优化者和一个真正的seo专家的区别可谓谬以千里。下面我把重点放在讨论单个的SEO顾问上，而不去过多的讨论怎样建立一个SEO公司。
这样做是因为我是一个SEO顾问，不是老板，人总是谈论自己熟悉的事情。我曾在一家SEO公司工作，所以对公司的结构有一定的了解。但是商业的运营远远不只结构这么简单，所以下文中有时我会说说“我的故事”，其他部分则叙述其他SEO的故事，以及他们在SEO的历史中所做的事情。
前言
我是以一个网页设计者的身份接触互联网的，干一些制图和写编码和脚本的活。我喜欢搜索引擎，纯粹的因为我能找到我要的一切。从大学时代开始我就对搜索引擎如痴如狂，每天都通过搜索引擎获得知识，并填入到我的专业的时事简讯中。
当我称为一个专业的网页设计人员时，我的用户就是客户而不是朋友和家人了。第一个客户要求我为他带来流量。从对数据库和怎样最好的利用flash动画的担忧中我突然感觉到了压力，我担心我们（包括其他两位设计者的团队）设计的网站没人点击。就是在那时，我发现了搜索引擎优化。不久后我意识到，流量问题是如此重要。我遇到的每一个客户都对不断增加的ROI（投资回报率）产生了极大兴趣，甚至比在网页中用什么颜色的主题的兴趣还有大。
这些事使我对SEO的兴趣更加强烈，同时也使我重新回到了方案写作，成为我以后SEO工作的基石。如果你问我是怎么做到成为一个在任何时间（这同时我还在做网页发展项目）都能对不断变更的数据进行优化SEO的，我的答案很可能是“没什么”。没有学校教授这门学问，却有数不胜数的关于搜索技术、网络营销、网页方案设计、网页设计等等众多的能够吸引你的课程。但是对于那些想成为SEO的网民来说，没有什么能够为一个网址增加流量；没有一个这样的专业来增加流量。
SEO是做什么的
当你着手干这件事情的时候，你可以从你最熟悉或者最喜爱的领域开始；最早的SEO咨询是网站管理者和网页开发者。有一些是网页编程人员；现在大多数我知道SEO是在网上销售产品或会员产品的英特网营销人员。所以一般来说SEO可以是方案编辑者、编码员、网站管理者或者网络营销（包括利用空闲时间学习SEO的小企业的业主）。
为什么要做SEO
大多数人进入这个领域是因为他们要销售出去他们的或者其他人的产品。我当初就是为了给我的一个客户提供暗箱服务，不过现在是为了促进线上业务。默里·格伦，澳大利亚方案编辑者，使用SEO技术使自己的三个SEO方案编辑者摘要网站排名第一，证明了自己身为一个真正的SEO方案编辑后进入该领域；皮尔东·米歇尔成功的为自己妻子的网站优化后进入该领域。最终区别一个SEO和网络营销者的是SERP（搜索引擎结果页面）。一个营销人员可能会用决定参加名单、提名、冷电话（向潜在的主顾打的冷不防电话！）和各种其他的方法做网站促销；而一个专业的SEO则使用搜索引擎。
怎样去做SEO
就像我说的，成为专业SEO并不难也没有捷径。对各种不健康的搜索引擎的兴趣是不应有的，同样也没什么专业技术。英特网协议的知识是有用的，还有HTML编程技巧，以及知道什么有用什么没有：举个例子，漂亮的AJAX-加强页面对搜索引擎没用，它只是附在页面内容上而且并没有影响内容。但是有些技能是SEO最珍贵的。
SEO技能
1. 优秀的方案编辑能力
搜索引擎需要内容。人们做的是网页搜索，不是图片和影像搜索。优化的关键在于关键词必须包含在你的网址内。既然你是一个SEO的专家，你就不能不会编写方案。你最爱的文字处理包应该帮助你练习在各种类型的网页上编写。为你的网页登SEO的文章，成为一个博客，建立一个闪亮的方案摘要并且为你的页面争取链接（同样从同行业者那里争取名气）。
目录管理系统的应用知识（PHP语言和MYSQL数据库）和博客建设是好的但不是必要的。
2. 网站分析技能
你必须能够跟踪和定位你网站上的用户行为。这样才能发现优化的效果，以及用户的收获。我编辑的一个特殊网站提供大量的软件，但是我们的网页数据软件显示一些特殊的程序语言受到很多关注。一些“长尾”关键词组（5个及以上）都令人惊奇的成功了很长时间，这不得不让人思考：未来的关键词应该以什么为准心。像Onstat这样的Seo工具和Counterize计数器推动了博客的发展。
Java脚本知识是识别发生在特定网页的行为和其时间的必需工具。但对于SEO来说并不是充分条件。
3 个性品质
比技能更重要的是个性品质。这点可能是SEO最重要的素质，凡是专业SEO必须具备。你甚至可以用个性品质代替专业技能来评价和形容一个SEO。个性品质是无价的；如果你忽视其他所有的条件，这个是你万万不能忽视的。
作为一个专业的SEO，必须首先进行大量的阅读，包括SEO、网络营销、新技术、新变化和浮现的趋势等等只要是和搜索引擎有关的。其中最重要的是你要不断更新SEO的信息。对一些大型专业网站像Search Engine Watch, Search Engine Land, WebProNews, Webmaster World 和SEO Chat密切关注。这可不是建议，是不能不做之事。然后你要像上了瘾一样对不断学习如痴如醉。
还有一种你所需要具备的品质就是超强的团队交流能力。因为你只能依靠团队完成工作，除非你神通广大能七十二变（熟悉世界上所有可能的程序语言，有极强的应对各方面的编辑能力）。即使作为一个独立的SEO顾问，客户的网站设计也不会是你能应付的。这在网站规划和服务器端交互上同理。
如果你认为客户是需要一个论坛或者是用户定制设计的留言板，设计是不需要你操心的，但是你需要向程序员说清你的要求。程序员通常都是疯狂的技术型工作狂，不过他们很愿意你跟他们说明白你的意图。如果你有些对他们不好的品质（我们每个人都会有），那么你必须坚持工作不让它们在工作中显现出来。最理想的是你克服它们，不过这不是我能指责了，呵呵。
小结
我的建议是了解怎样利用搜索引擎。然后你可一通过工具分析你在SERP中的成绩，并去发现一些造作的智能方法，像目录提交书，文章提交书和其他的分析法。这些将造就专业SEO，也让你用行话和客户滔滔不绝。上面这些都是SEO基本的技能，也是对入门者的指引。
SEO是一种服务，就像其他的服务一样，它不单单是一种产品。它也包括售前和售后服务，客户关系和客户满意度。不管你做的怎么好，不让你的客户满意，最终仍是失败的。如果去看SEO公司的内部不良记录，你会发现大多数是客户服务方面的，而不是产品转化率。要保持网站信誉和维持商业关系，就要以客户服务为出发点。
有些事你必须每天都做！用（如果不会，学着去做！）Macromedia Dreamweaver，注册一个虚拟空间，学习HTTP重定向指令和阅读几大搜索引擎的是时事简讯。最重要的是建一个个人豚鼠网站（guinea pig site）并且给它链接上关键词（维护一到两年）。
最后，记下你的排名页面和你的服务器流量日志，从知名的客户那里取得信誉，建立一个博客（在上面登自己的时事简讯）。我的朋友们，你们现在不用心虚了，你们可以为客户提供地道的SEO服务了。而且我坚信每个人都能得到满意的交易机会。
备注:本文的内容未经Developer Shed, Inc授权。本文仅供娱乐和教学使用，以传达给读者关键理念和产品评论。因此我们有责任为读者提供真实的数据。对本文产生的负面作用和消极影响不负责。
（翻译：Skywalker 编辑：Levi）
原载: 蓝杉seo团队博客
版权所有，转载时必须以链接形式注明作者和原始出处及本声明。
版权所有，转载时必须以链接形式注明作者和原始出处及本声明。
作者: 蓝杉SEO团队-点儿S
原载: http://www.lention.com.cn/blog/
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