Ask Kalena

The issue of trademark usage in Google AdWords ad text and keyword bidding was raised on this blog recently thanks to a question submitted by Dom.

As I discovered when I resarched the topic for Dom, AdWords trademark usage rules are different for advertisers in different countries and they differ also based on the use of trademarks in ad text and bid keywords. The subject proved so complex that I decided to write an article about it in order to clarify the issue for confused advertisers.

Coincidently, a landmark case about this very issue was playing out here in Australia while I was writing the article and the Federal court made their decision just in time for me to add the outcome to the article.

The article is called Making Sense of Trademarks in AdWords and was published today by SiteProNews.

Job Title: SEO Director
Job Reference #: Unknown
Position Type: full time
Name of employer: HomeAway Inc.
Location: Austin, Texas
Date Posted: October 2011
Position description:

HomeAway is seeking a Director with a successful track record of implementing SEO strategies with a goal of increasing traffic and revenue building. The position requires a minimum of 7-10 years direct working experience as a Search Engine Optimization professional performing at a high level for world class e-commerce sites. The ideal candidate will have a strong grasp for defining product strategy, possess excellent problem solving skills and will work closely with other business groups across function and location to implement SEO strategies.

Responsibilities:

• Build and manage internal SEO team, identifying and executing new opportunities for improving high-quality organic search engine traffic
• Ensure a careful balance of on/off page optimization including content generation and link building (internal/external).
• Clearly understand search algorithms to properly leverage these components in the SEO strategy.
• Measure and report on all organic traffic and sales across all properties and page types.
• Work with Product managers to build SEO roadmap and properly execute against it.
• Contribute to content and work with development teams.
• Serve as a liaison with software engineers to create new tools and optimize data feeds.
• Stay up to date with industry trends and inform other stake holders on required changes.
• Must be a strong and credible leader with team development and training in background.

Required Skills:

• BA/BS in Marketing with a strong understanding of technical SEO or BA/BS in Engineering or similar technical discipline.
• Must have experience in driving product management and strategy, push for product changes and releases and be able to make site decision changes.
• Will have experience working in a leadership capacity, interfacing with a global or remote international team.
• Specific successes performing in e-commerce business.
• Thorough understanding of datafeeds and means to effectively optimize them.
• Understanding of basic HTML, CSS and code structure as it relates to SEO.
• Experience with link building and proper usage while representing the brand in the best possible light.
• Working knowledge of the latest web technologies, social tools and methods for effectively leveraging them to improve brand visibility.
• Understanding of web development, design, search engine algorithms.
• Strong analytical focus and site analytic tool experience.
• Solid verbal and written communication skills.

Company Description:

HomeAway, Inc., based in Austin, Texas, is the world’s leading online marketplace of vacation rentals, with sites representing more than 625,000 paid vacation rental home listings throughout more than 145 countries. HomeAway® offers an extensive selection of vacation homes that provide travelers with memorable experiences and benefits, especially more room to relax, for less than the cost of traditional hotel accommodations. The company also makes it easy for vacation rental owners and property managers to advertise their properties and manage bookings online. The HomeAway portfolio of websites includes HomeAway.com, VRBO.com and VacationRentals.com in the United States; HomeAway.co.uk and OwnersDirect.co.uk in the United Kingdom; HomeAway.de in Germany; Abritel.fr and Homelidays.com in France; HomeAway.es in Spain; AlugueTemporada.com.br in Brazil; and HomeAway.com.au in Australia.

In addition, HomeAway operates BedandBreakfast.com, the most comprehensive global site for finding bed-and-breakfast properties, providing travelers with another source for unique lodging alternatives to chain hotels. For more information about HomeAway, please visit www.HomeAway.com.

Salary range: Unknown
Closing date: Unknown
More info from: HomeAway Inc.
Contact: Send resumes via online form: HomeAway Inc. Careers

For more search industry job vacancies, or to post a vacancy, visit Search Engine College Jobs Board.

I was recently asked by UK-based SEO operator Dave Cain if I would participate in an interview about my SEO career and how Search Engine College sprang to life.

If you’re interested in how I got started in this crazy SEO industry or what 3 things I think you should look for when hiring a SEO company, you might want to go check it out.

Job Title: SEO Manager
Job Reference #: Unknown
Position Type: full time
Name of employer: Optiem
Location: Cleveland OH, United States
Date Posted: 27 September 2011
Position description:

Optiem is currently seeking an SEO Manager with excellent problem solving skills that has a well-developed understanding of SEO issues involving site architecture, keyword generation, search friendly content, link building strategies and metrics-driven SEO. The ideal candidate is self-motivated, entrepreneurial, outgoing and has a minimum of 3 years experience.

Duties and Responsibilities

• Develop the strategic SEO roadmap for clients.
• Identify and drive new projects to expand search engine visibility and create business cases to support increased investment.
• Research and develop SEO best practices.
• Work closely with content, IA, creative, development and account teams to ensure consistency and proper implementation of SEO strategy.
• Support business development efforts with the creation of proposals, presentations and insight documentation.
• Coordinate the design, testing and production of SEO reporting to improve traffic and conversions from organic traffic sources.
• Provide strategic and tactical leadership to team members and company, developing and implementing best practices and department policies and procedures.
• Assist clients in building and understanding business goals in relation to SEO strategies and programs.
• Help manage, motivate and develop growing SEO team.
• Seek business development opportunities to strengthen and expand existing client relationships.
• Collaborate with company business development and marketing teams to provide business development support for key initiatives and presentations.
• Build and maintain project management processes, ensuring streamlined processes over all SEO initiatives.
• Lead client meetings to establish SEO objectives, determine assets, set and clarify expectations, develop timelines and other tactical elements.
• Serve as a leader and representative of Optiem in professional organizations and support company marketing initiatives by collaborating and creating content for case studies, blogs, whitepapers and other marketing collateral.
• Produce and present SEO presentations to clients, potential customers and internal staff.

Knowledge, Skills and Abilities

• Deeply understand the drivers of search rankings and performance.
• Strong project management and inter-departmental coordination skills.
• A strategic thinker, creative, technically proficiency and operationally sound.
• Exceptional leadership skills including hiring, motivating and mentoring team members.
• Ability to establish credibility within teams as a knowledgeable, effective leader.
• Strong web analytics skills including experience with Google Analytics, Webmaster Tools and Omniture Web Analytics.
• Strong knowledge of social networking and media services and how to leverage for SEO.
• Outstanding interpersonal, teaming, verbal, presentation and process facilitation skills.
• Highly proficient with Excel, Word, and PowerPoint.
• Creative yet analytical – uses data to support and drive recommendations.
• Strong organizational skills, including the ability to handle multiple projects and tasks while meeting deadlines.
• The ability to thrive in a challenging and collaborative work environment.
• Manages client expectations effectively.
• Possesses a knowledge base of each client’s business, organization and objectives.
• Ability to develop frameworks, processes and protocols.

Credentials and Experience

• Bachelors or higher with minimum 3 years SEO experience.
• Experience successfully implementing SEO strategies with a goal of increasing traffic and conversions.
• Prior interactive agency experience is a plus.
• Understanding of online marketing and advertising concepts and strategies.
• Strong written, verbal and presentation communication skills.
• Strong attention to detail and ability to handle stress without sacrificing quality.
• Strong analytical and organizational skills.
• Ability to work independently and as part of a team.
• Must be friendly, organized, honest, and team-oriented with a strong work ethic.
• Proficiency in Microsoft Office, online search engines, and web-based applications.
• Working knowledge of HTML a plus.
• Experience with keyword research, keyword research tools, and keyword selection.
• Prior experience with analytics tools such as Google Analytics, Omniture or Web Trends.

Company Description

At Optiem, they’re building the next generation agency with people who are passionate about interactive marketing and unafraid of change.  They help clients build innovative marketing strategies that drive results through traditional, web, search, and email marketing tactics as well as cutting-edge technologies.

Salary range: Unknown
Closing date: Unknown
More info from: http://www.optiem.com/About/Careers/SEO%20Manager.aspx
Contact: Send resumes to career[at]optiem.com

For more Search Industry jobs, or to post a vacancy, visit Search Engine College Jobs Board.

Today marks Google’s 13th birthday. No longer a tween, Google’s a teen!

To celebrate, Google’s home page sports a tribute doodle 3D birthday card. The card features a retro-inspired birthday party scene complete with party hats, balloons and nanna’s flowery tablecloth. Clicking on the doodle takes you to SERPs for, (unsurprisingly) Google.

Seems like just yesterday that Google was still in diapers, clutching lovingly at the legs of it’s users at every opportunity. Teething was tricky, with quite a few painful months sucking on everything across the web in an effort to stop the pain. Independence came early, with Google spending less time with it’s family of users and more time with those naughty shareholder kids in an attempt to grow up too fast.

Then Google went through that greedy stage, eating everything in sight, including smaller competitors. No wonder it’s grown so large, although we did warn it.

Last year was a challenge, with Google getting bullied by the neighbor kids Bing and Yahoo. But this year has been the hardest of all, with Google getting all emo over Facebook status updates.

Let’s hope the rest of Google’s teenage years aren’t full of angst and acne.