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Why You Need an SEO Learning Program- Here’s Why #60


If your business is using online marketing, you need staff who are well-informed on all aspects of SEO. In this episode of Here’s Why, Eric and Mark explain why you need an organized SEO learning program, and help get you started on setting one up.



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Mark: Eric, let’s start with the question in this episode’s title. Why would my business need an SEO learning program?

Eric: Well, of course, the question assumes that your business is doing SEO for your site, but that should pretty much be a given if you have a website and care about having people find it so you can market to them. So if you’re doing SEO in any shape or form, then it’s essential to educate at least yourself. And if any of your staff will be involved, well, then you have the need for a more systematized program of education. Of course, you have to do this in proportion to your size and your need.

Mark: So now you recently took a trip over to the headquarters of our Massachusetts neighbors, TripAdvisor, and you took a look at their employee SEO training. What did you find out?

Eric: That’s right. I met with TripAdvisor SEO Specialist Samuel Johns and he told me that they found that the traditional employee onboarding method of mentorships with experienced employees was very hard to scale. So they invested the time to build a complete video training curriculum that they call TripAdvisor SEO University. The program has clearly defined goals that line up with the overall goals for the company’s SEO department.

Mark: And we’re proud to note that your book, The Art of SEO, is also part of the TripAdvisor SEO curriculum.

Eric: As it is for the SEO training of a number of other major companies. And let me just add my thanks to my co-authors, Stephan Spencer, and Jessie Stricchiola, for helping me create that resource.

Mark: So how does TripAdvisor keep the content of their SEO training videos fresh and up-to-date?

Eric: Well, whenever they learn something new or gain a new insight from a campaign, they create a video about it. Those videos aren’t just viewed by new hires. They’re sent out to the entire SEO team. That helps keep everyone on the same page.

And they don’t just create educational videos about techniques and tactics of SEO. Actually, about half of their videos show how to use their various internal tools. Videos are a highly efficient way to teach, as trainees need less time from busy, experienced co-workers.

Mark: So at Perficient Digital, we’re a much smaller operation than TripAdvisor, but we still are developing our own SEO education program.

Eric: Yes, indeed. Of course, our big archive of public SEO and digital marketing videos, such as this Here’s Why video series you’re watching now, doubles for us as employee education assets. But we’re also planning to emulate TripAdvisor and create some training videos for our own internal tools.

In addition, we’ve created an SEO quiz that helps us assess where each new employee is in their knowledge level. Then we can direct that person to our educational assets for any weak areas.

Mark: And viewers can take a 20 question version of that quiz on Search Engine Land at the URL on-screen now. Now our in-house quiz has many times more questions, but this version will give you folks a feel for the level of SEO knowledge we want our employees to have.

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About the Author

Eric Enge leads the Digital Marketing practice for Perficient. He designs studies and produces industry-related research to help prove, debunk, or evolve assumptions about digital marketing practices and their value. Eric is a writer, blogger, researcher, teacher, and keynote speaker and panelist at major industry conferences. Partnering with several other experts, Eric served as the lead author of The Art of SEO.

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