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Acquiring All The Players For a Solid, In-House Search Team

You may be a seasoned search pro, but if you're like Mark Jackson, you may have trouble following through on a project to completion, managing the multitude of granular details or just focusing on one campaign at a time. If that sounds like you, then Jackson says you might have Adult ADD--and if you're the leader of an in-house search department, then you'll need to develop a team that complements your strengths and weaknesses to ensure search marketing success.

Every team needs a visionary--someone who has hands-on experience and can lay out the tasks that each member of the team should be working on. If that's you--then great! If not, Jackson warns that you'll need to be prepared to pay up. Next on the list is a project/client services manager--a player that, in addition to breaking down the "geek speak" for clients, needs to keep things progressing on time and help keep everyone else accountable for their part of the project.

Implementers (or search strategists) are also an integral part of the team, as they're the ones who handle the day-to-day tasks of campaign management and analysis. "These people may be recent college graduates (computer sciences, journalism, marketing studies--if you can find someone who had a double major in computer sciences and marketing, grab 'em), junior-level Web/application developers, copywriters with a technical bend, and others with similar traits," Jackson says. Specialists like social media mavens and technical- or marketing-minded SEOS round out the team




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