It might seem impossible that Google, the king of SEO, needs help with SEO or that Google needs an SEO guy at all. But, according to a recent posting on the Google Careers job board – it’s true. The job board calls for an SEO project manager and describes the job like this:
“As a Program Manager for Technical SEO, you will work with cross-functional teams across Marketing, Sales, Product Development, Engineering and more to help drive organic traffic and business growth. You will take part in website development and optimization, help shape blog and social strategy, improve website code hygiene and define web architecture for international websites.” (Source: google.com/about/careers/search#!t=jo&jid=120105001)
Google Needs An SEO Guy: Why Even Google Needs Help
Regardless of whether you run the system or not, the process of increasing organic traffic is tough. Google’s lucky new SEO will be responsible for everything from developing web code to advising, collaborating with and synthesizing feedback from departments like Product and Engineering and Marketing.
Although Google employs a large team of technical developers, designers, writers and engineers, it is possible that the addition of a new SEO would indicate that, in a sea of content, Google has trouble standing out – just like everyone else.
For years, Google has been a business shrouded in mystery and intrigue – it seems larger than life, its updates are secretive and it seems to literally rule the Internet. This job posting, however, may provide a well-qualified SEO with a look behind the curtain.
What the New SEO Will Need to Qualify for the Job
It’s fair to say that whoever eventually fills this job description will be the envy of many SEO’s across the web. Being the SEO guy for Google is a little bit like being a member of the Kardashian’s camera crew – it’s an exciting role that offers plenty of behind-the-scenes intel and a fair amount of excitement. In order to be that lucky SEO, though, you’ll need the following qualifications:
- BA/BS degree in Computer Science, Engineering or equivalent life experience.
- 4 years of experience developing websites and applications with applications and software such as SQL, HTML5, and XML.
- At least 2 years SEO experience.
- Experience working with Google App Engine, Google Custom Search, Webmaster Tools and Google Analytics.
- Experience creating and maintaining project schedules and extensive experience utilizing tools within project management systems.
How the New SEO Will Boost Google’s Rankings
Even if you are Google, there are no free lunches in terms of SEO.
In order to boost the company’s rankings and drive more organic traffic, Google’s SEO will have to focus on content rather than simply relying on technical SEO.
In addition to being vastly more evergreen than technical SEO, content is the #1 ranking factor these days and is the only sure way for a company, any company, to boost its rankings.
Although SEO is and will always be an important factor to understanding rankings and boosting a site’s position in the indexes, it’s clear that Google’s new SEO will have to focus on a bit more than SEO alone.
Why Content is King
Not much has changed since Bill Gates used the term “content is king” way back in 1996 and, today, it rings as true as ever. Cliché though it might be, content is king, and there’s really no way to get around that in the world of rankings.
While SEO is a pivotal piece of the structure that creates great rankings and high-quality, high DA websites, content is the crème de la crème of digital marketing, far beyond technical SEO.
The reason for this is that content is essentially the only thing that deems a page worthy of a search engine result. Keep in mind that it would, of course, be almost impossible to rank a blank page with SEO alone. That said, creating great content is integral for any company that wants to boost rankings in the long-term.
Content Meets Consumer Demand
Content is a product and it meets the consumer demand for information. Great content will quickly be passed around the web in order to satisfy the demand of a certain community of consumers and will be the subject of potentially infinite links and backlinks.
There is a huge abundance of content on the web and, in every niche far and wide, there is great content and there is poor content. The difference between the two is that great content satisfies a thirst while poor content simply clogs SEO indexes with badly written junk.
Great Content Provides Links
One of the most important purposes great content plays in creating natural traffic is driving links. Great content is optimized for linking and will quickly be shared across the web, driving traffic back to the home site and boosting its rankings in Google.
Regardless of what Google’s new SEO does, it is obvious that organic traffic comes, first and foremost, from content and all the technical SEO in the world isn’t worth much if there is not a great platform of content from which to spring.
A Suggested SEO Strategy for Google In 3 Steps
To give Google’s new SEO a leg-up, we’ve laid out a simple SEO strategy that helps drive organic traffic and boost ranking:
1) Begin With a Site Audit: Site audits are an important tool for anyone who wants to rank in search engines. Many sites have duplicate content hanging around that may damage rankings and even Google isn’t immune. Cleaning this up will go a long way toward producing better rankings and driving more traffic.
2) Conduct Some Keyword Research: Determine what keywords to start using and working into the new content you’re going to create. Keywords are a large factor in overall rankings and can help a page show up in Google’s indexes according to search terms and links.
3) Start Blogging and Creating Original Content: Remember – there are no free lunches and content is king. Start blogging and creating great, linkable, shareable original content and you will go far.
Creating organic traffic and ranking well is a process for any website and even giants like Google aren’t immune.
For now the SEO job position is still open but we trust that, once Google finds that special someone, the new SEO will spend a great deal of time focusing on content rather than technical SEO. As always, we wish them well.