August 12, 2015
The short answer is: yes.
On July 16th, Google posted a new job ad on the Google Careers Portal.
Every SEO’s Dream Job
It goes without saying that Google is the king of SEO and, as such, it seems obvious that this position will quickly become a sought-after one among the web’s most skilled SEO’s. The job description offers an expanse of possibilities and the option of virtually unlimited upward mobility for the right SEO:
“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.”
The posting goes on to remind potential applicants of Google’s global reach and further outline the SEO program manager job description: “Google’s projects, like our users, span the globe and require managers to keep the big picture in focus.”
The responsibilities are even more exciting than the job description itself and include the following:
- Architect, design, develop and maintain innovative, engaging and informative sites for a worldwide audience.
- Maintain and develop the web code to ensure quality, content and readability by search engines.
- Keep pace with SEO, search engine and Internet marketing industry trends and developments and report changes as needed.
- Advise, collaborate with, and synthesize feedback from Marketing, Product and Engineering partners to push for technical SEO best practices.
Why, Exactly, Does Google Need an SEO?
If you’re like many other people on the web, you might wonder why the heck Google, of all companies, needs an SEO. The answer is the same as it is for every other business that has worked to boost it’s ranking: creating organic traffic is hard and somebody’s got to do it.
Google’s new SEO Project Manager will be charged with the responsibility of determining ways to drive more organic traffic to Google’s pages, thus boosting ranking and encouraging links. To do this, though, the new SEO will have to focus on a few choice things.
We’ve said it before and we will say it again: content is king. In the world of improving site rankings and grabbing a solid place in Google’s indexes, there is just no way to get around this. By creating great content, a site produces a platform that can be shared and linked back to, almost infinitely. This, in turn, raises a site’s DA ranking and helps it crawl through the rankings to the top.
Great content comes down to a few things, however. In addition to being shareable, relevant and well written, great content also needs certain ingredients to make the cut.
Great Content Must be Original
Google loves original content and there is no question that their new SEO will spend a great deal of time creating it. In order to rank well, a site cannot simply copy content from other sources. What’s more, originality also means originality of ideas. Content that answers questions that haven’t been answered before or that answers them in a new and different way will rank quickly and maintain its evergreen status for a very long time, thus reflecting positively on its home site and encouraging links.
Great Content Needs Strong Headlines
According to CopyBlogger, 80% of people will read a headline but only 20% of people will go on to read the rest of the article or blog. With this in mind, it is obvious that great headlines are important. Google knows this and we have no doubt that “Creating Enthralling Headlines” will comprise a large part of the new SEO’s job description.
Great Content Answers Questions
Content services a multitude of purposes, not the least of which is that it answers questions. Content provides information and, in order to be shareable and linkable, it needs to answer questions that consumers already have. When you think about the entire purpose of Google, it becomes clear that it exists solely to answer questions and provide information.
When you type a query into Google’s search bar, you are met with pictures, articles and information. With this in mind, it stands to reason that the content that does the best job of answering a given question will rank closer to the top of the results page.
Great Content is Thought Provoking
Generally speaking, readers don’t share things that read like the encyclopedia. In order to make its way across the web, great content needs to provoke new ways of thinking and present information in an interesting and engaging way. We’re willing to bet Google’s SEO-to-be already knows this.
Here You Go, Google: A Strategy In Three Steps
SEO is a tough job and, while we’re willing to bet Google’s new SEO Project Manager will be highly skilled, we’re here to offer a few friendly tips, from one SEO to another:
1) Conduct a Site Audit: Many sites have duplicate content hanging around that may damage rankings and, who knows, Google may well fit the bill. Cleaning this up will go a long way toward producing better rankings and driving more traffic.
2) Don’t Slouch on Keyword Research: Keywords are a large factor in overall rankings and can, by determining which keywords to incorporate in new content, you can help a page show up in Google’s indexes according to search terms and links.
3) Create Great Original Content: This one is simple – start blogging and creating great, linkable, shareable original content. This content gets passed around the web and increases your rankings. It’s the most sure-fire way to rank well, hands down.
The next couple of months will show us what exactly Google’s new SEO is up to but, until then, we wish him well.
Julia Spence-McCoy is the CEO of Express Writers, an online copywriting agency that began in 2011 with thousands of web content pages written to date and more than 50 talented writers on the team. Her passion is copywriting and all that pertains, including the ever-changing game of Google algorithm updates.