The words of wisdom and encouragements for young women in Search

Before I entered the search industry in 1995, I worked at Japanese marketing firm, where all executives and the managers were men. The search industry seemed very different from what I knew, when I switched my carrer. The opportunities seemed endless. Very talented people including many smart and strong women shaping were in the industry. It was challenging in a positive way, and I loved the fact that my hard work would be rewarded with great results and compensations. It didn’t matter if you were a woman. So I’ve stuck around, and have been doing my part in shaping the industry. The rewards came in variety of ways; the latest one was the Best Consulting Award given to me from the US Search Awards in October.

The first wave of Millennial is reaching the age when I started the company, AJPR in 1998. I believe in this younger generation. They are open-minded, compassionate, and often times fearless. They don’t follow the brands or corporate nonsense, but are supportive of great technologies and services. This post is my way of paying it forward to younger generation especially to young women in the search industry.

I asked women in search with more than 15 years of experiences under their sleeves. In addition to having extensive experiences, they also have stayed on top over the years. These respected leaders of the industry have kindly agreed to share their views of the industry and the advices to young women. (The list is in no particular order.)

Shari Thurow, Founder and SEO Director
Omni Marketing Interactive
www.search-usability.com/

How did you enter the search business?
I was in charge of creating and marketing a school bus company’s website in 1995. It was a big deal because the company put crossing control arms on the front of all school buses. Crossing control arms are common now but were not back then.
Because I was also responsible for building the website, I had intricate knowledge of how both humans (searchers) and technology (search engines) interacted with the site.

Tell us why you like the search marketing work?
Honestly? People are FUNNY! They say and do things that continuously surprise and amuse me.
Search engine optimization is more about people than most search marketers realize — how people interact with search listings, how they formulate search queries, what they do and do not click on, and so forth.
Because of my ongoing research in human-computer interaction (HCI), specifically in search usability, I never cease to be entertained. My poker face is better now than it was in 1995.

What advice do you have for young women who are entering the search industry?
I am proud to be a scientist. I have undergraduate, graduate, and post-graduate education and experience in life sciences (developmental biology, genetics, microbiology), information sciences, and human factors. I like math, too. I’d rather be a math genius than a rock star.
That being said, I know what it is like to experience gender bias across multiple disciplines and industries. What am I supposed to do? NOT be good at math and science? I am very fortunate to have parents who realized that I was going to be a scientist at a very young age. It never mattered that I was female.
Now, I have a niece who is clearly going down a similar path. I don’t want her to be afraid of being good at math, science, or any discipline she wishes to study. I don’t want her self-confidence to waver because many unenlightened people are intimidated by her intelligence. I have to be a good aunt. I have to be a good role model.

For women in search who are clearly scientifically oriented, find a mentor. Find someone who will help guide you through “ignorance” landmines. Yes, it was sometimes hard for all women scientists to break the glass ceilings (we’re still breaking them).  We can teach you how to not back down when anyone bullies you and tries to undermine your credibility, intelligence, and experience.
I have an amazing group of colleagues and mentors now. I’m glad I have enough humility throughout my career to reach out to them when I need guidance. I often believe that humility is the best SEM skill to have.

Carolyn Shelby, Director SEO and SEM
Tribune Publishing
www.tribpub.com/

How did you enter the search business?
I ran an ISP in the mid/late 90s, and I was heavily involved in building websites for our clients. Building turned into promoting, which turned into “hey, this search thing is pretty handy… how can I make it so we’re always number 1?” It wasn’t really an intentional career move, but it was the next logical step along the path of “helping businesses make the most of the Internet”.

Tell us why you like the search marketing work?
I enjoy the volatility of the space. I can’t think of another field where I can flex my tech muscles while psychoanalyzing users (or engineers… or search engines) and learning the inner workings of multiple industries to ensure that the optimization is covering everything it needs to cover AND still benefitting the bottom line. It’s like ADD heaven.

What advice do you have for young women who are entering the search industry?
Try to learn as many of the technical aspects of your systems as you can. I’m not saying you have to be a hardcore programmer, but being able to speak to the engineers and developers in their language – and with authority – will make your job as an SEO MUCH easier. Plus, I’ve heard companies lamenting how difficult it is to find exceptionally technical marketers (I think one guy referred to them as unicorns!)… so I would definitely recommend being a unicorn if possible.

Barbara Coll, CEO
WebMama.com Inc.
www.webmama.com

How did you enter the search business?
In 1996 WebMama.com became a corporation focused on driving inexpensive, highly relevant traffic to websites. At that point I had developed and launched a few websites and had seen the opportunity to help companies market and sell online via search marketing tactics (unnamed at that time). Offering to speak at a conference in place of a missing speaker was the key to become known in the industry.

Tell us why you like the search marketing work?
As a consulting services company it is gratifying to help companies make money and because search marketing is so focused on demand generation you can measure the impact your strategic advice and tactical implementation has. Of course the people in the industry are diverse in age, race, culture, geography and are fun! That is a big part of what makes working in this business great.

What advice do you have for young women who are entering the search industry?
Stay in Algebra. Seriously, the technical background I have from being an engineer (http://alumni.carleton.ca/grads/carleton-coll-barbara/) has been a huge factor in my success as a CEO and a search marketer.

Get involved in the Industry Associations – Chair a committee. It is highly visible work and shows you are serious about your commitment to the sector.

Speak at conferences. The act of speaking at a conference gives you the opportunity to show yourself as an expert on the subject – any subject related to driving, capturing or converting visitors. Speaking allows you to use social media in a meaningful way: LinkedIn, Facebook, Slideshare, and Twitter are all great venues to post about your speaking event – before and after.

Start a company, join a company or call yourself a corporation. If you look like you are a serious player then people will perceive you that way.

Amanda G. Watlington, Ph.D. , A.P.R.,
Owner Searching for Profit
CEO of City Square Consulting
www.searchingforprofit.com
www.citysquareconsulting.com

How did you enter the search business?
By accident. I was working in a PR agency in 1995, and my boss wanted to pitch a client to do a fax newsletter, and I said “let’s do it one better and make the information available on the Internet.” I pitched and won the work for the agency, then learned how to build a site and built several subsequent iterations. SEO was a natural extension of audience development. It fascinated me and by late 1998/early 1999, I did only search. It was wonderful heady times. The market was frothy with opportunity.

Tell us why you like the search marketing work?
It brings together so many areas of my interests. I spent 15 years in Marketing/PR pre-Internet so the marketing aspects are very interesting to me. My first job in marketing was as an ad copywriter, and I have always been interested in how we use language to persuade.
Search let me combine my training in language and linguistic patterns in the most meaningful way imaginable.

What advice do you have for young women who are entering the search industry?
Don’t expect an easy road. Technology is an acknowledged boy’s club. Don’t fool yourself, get a thick skin fast, learn from the best people you can find, and expect at some point to work for yourself. Focus on doing top-notch client work, plan to spend 6-8 hours per week in study; otherwise, you will not stay current. I still do, even now. The field moves fast. That is why it attracts heat seekers who are easily bored by many other types of work. It is also some of the most rewarding work there is since you can track your success and see the fruits of your work. I love nothing more than hearing from a client that the SEO program is really delivering results.

Christine Churchill, President & CEO
KeyRelevance Search Marketing
www.KeyRelevance.com

How did you enter the search business?
Before I entered the search industry I was an Army Officer where I ran computer simulations of missile systems so I guess you could say I’ve always been interested in targeting. After getting out of the military I combined my techie side with my marketing background (Masters in Business) at NetMechanic where I really learned the trade of online marketing by working in the trenches and wearing 15 different hats in one job.

Tell us why you like the search marketing work?
One of the best parts of working in search marketing is that you get to work in a variety of verticals. Every business needs online marketing so I’ve been able to get an inside view of life working within huge hotel chains, prominent universities, publicly traded companies and sole proprietorships. I also love how search is dynamic and challenges you to continually grow. You have to enjoy learning and adapting to survive in this industry.

What advice do you have for young women who are entering the search industry?
I have a 20 year old daughter so I’ve had this discussion recently in real life. Here’s what I told my own daughter.   Learn as many skills as you can. Read as much as you can. Strive to become as well rounded as possible. Most young people starting college think they are going to have one career, but I remember reading a Wall Street Journal article that said seven careers in a life time was more the norm. Obviously honing communications skills is important, so force yourself to take on positions where you have to write and speak. Take some web design classes so you’ll know the process even if you don’t intend on being a designer. Take statistics and accounting so you can read a balance sheet. Study psychology, marketing and economics so you’ll better understand motivation.   Search isn’t one skill set. The best marketers are the multifaceted people who can use both sides of their brains. Having knowledge in a lot of areas will let you be more adaptable when change comes, and in the search industry and life, change is a given.

Lisa Raehsler Founder/SEM Strategist
Big Click Co.
bigclickco.com/

How did you enter the search business?
I have been working in online marketing since 1997. After starting to do PPC, I found it so interesting and challenging I decided to specialize in this area.

Tell us why you like the search marketing work?
Search is constantly changing and evolving and I love that challenge. The PPC and overall search community is very engaged and I like the collaboration/knowledge-sharing.

What advice do you have for young women who are entering the search industry?
I think being successful in search takes a combination of education, experience, and collaboration. Understanding fully the technical ins-and-outs, how to respond to account changes, and being involved in networking groups or search conferences gives one a well-rounded point-of-view on the industry.

Kristine Schachinger CEO
The Vetters & SitesWithoutWalls
www.linkedin.com/in/kschachinger

How did you enter the search business?
Working in Las Vegas at a travel company on their front-end design and development when I noticed we were spending 3-4 million a year in Google clicks. I like to learn new things and thought, “hey why not learn a bit of SEO and help decrease our ad spend” win-win. So I got permission from the Vice President to spend time on learning the basic ins and outs. Soon after the hired SEO company made a very expensive and large blunder, so she half-jokingly told me “you can’t do any worse, time for you to start putting that new knowledge to work”. So I started doing our organic SEO. I cut my teeth on the Las Vegas Hotel travel vertical. Great learning experience.

Tell us why you like the search marketing work?
There are three main reasons. First, I love to learn and in SEO you are always learning. Second, I love puzzles and in SEO there is always some new puzzle to solve. Finally, the people. I have met some of the most interesting, genuine, open and generous people in my years of search and proudly call many of them friends. I could not hope to ask for a better group of colleagues.

What advice do you have for young women who are entering the search industry?
I know this is going to sound controversial, but it isn’t for me. First, stop thinking of yourself as a young female in search. In all my years, I have found if you do the work and you do it well, the industry will reward you for it regardless of your age or gender. Most of the men are very encouraging and supportive. Second, learn everything you can. Make sure you are learning every day. This industry is exciting because you never stop learning, but it will pass you by quickly if you stop. Never stop. Third, get some technical skills. Whether it is programming, server knowledge, security; whatever floats your boat, but you have to understand how the sites work at least at a basic level to do well. Do well. Finally, be a good community member: listen, help, make friends. Many of us rely on the knowledge and help of others in this industry because you cannot possibly know it all and in the end your network will decide your opportunities. Make sure to develop and nurture a good one.

Heather Lloyd-Martin, President
SuccessWorks SEO Copywriting
www.seocopywriting.com

How did you enter the search business?
Back in the mid-90’s, I was freelancing for a number of online publications and writing marketing copy for clients. When I learned about SEO writing (or “writing for search engines” as it was called back then) I knew it was a natural extension of my existing skill set. I started writing SEO copy…then I started speaking at conferences…and the rest is history!

Tell us why you like the search marketing work?
I never thought I’d still be in the game after 16 years – but here I am!  I think it’s because the industry is always growing and changing. It’s hard to feel bored when new updates roll out, new platforms emerge and new players enter the marketplace.

What advice do you have for young women who are entering the search industry?
I’ve heard that some women are afraid that the search industry is male dominated and they won’t be able to make an impact. In my experience, that hasn’t been true. When I started, there were literally a handful of women in the industry. Today, there are large numbers of incredibly smart, strong and savvy women in industry power positions. They run their own companies (or head up departments.) They are recognized industry thought leaders. And they are well-known speakers and authors. So, if you have a personal or professional goal to “go big” in the search industry – go for it! Because you can do it. And you can thrive.

Lauren Vaccarello, SVP Marketing
Sysomos
www.sysomos.com

How did you enter the search business?
I started in search completely by chance. I was bartending and needed health insurance and the first job I got was doing search for small startup. The rest is history. My old fashioneds have suffered, but marketing seems to have paid off.

Tell us why you like the search marketing work?
Search is perfect balance between art and science. If you figure out the numbers you can use data to build a business. The real beauty happens once you understand the art and psychology behind search because then you can combine data with human behavior to drive value.

What advice do you have for young women who are entering the search industry?
Stay hungry, stay flexible, and learn the business. Search, and online marketing in general, is constantly evolving. Don’t get so stuck in your ways that you can’t adapt because someone else will knock you off your horse. Where I really started to find success is when I understood the bigger business strategy. As much as I’d like to say search is the center of the universe, it’s not. Learn the business and what drives it. Once you do that, your search strategy becomes more than clicks and keywords and you can get a seat at bigger tables.

Fionn Downhill, Owner/CEO
Elixir Interactive
www.elixirinteractive.com

How did you enter the search business?
I wanted to set up my own business after I found out that in the US employees got 2 weeks off a year.  I wanted more flexibility raising my children and to travel.  Search was the new industry at that time and I jumped in with my husband who is the technical side of the business.

Tell us why you like the search marketing work?
Watching businesses grow and seeing how dramatically search can impact a business.  I also, love the flexibility I own a virtual company now and I can work from anywhere anytime including Europe.  Search has given me the life work balance I used to dream of.

What advice do you have for young women who are entering the search industry?
Digital and search have no glass ceiling.  You can learn as much as you want and at your own pace.  I started in SEO however, today I would recommend taking a much broader look at digital marketing  before you decide to specialize in one area.  SEO is still a major part of the search mix but you need much more knowledge of all the channels in digital to execute effective strategy.  Never give up, I thought our company would end in 2009 during the recession but we restructured and became a virtual company to save costs.  Out of adversity we ended up making the best decision we have ever made.  Today I tell people I have a lifestyle that makes a living and for me that is true.

Jessie Stricchiola, CEO
Alchemist Media, Inc.
https://www.alchemistmedia.com/

How did you enter the search business?
17 years ago while an undergrad at Smith College, the campus upgraded its computer lab to high speed – 56k dial up back then – and the internet, and search specifically, suddenly became my primary source of information both for academics and for life. Serendipity came knocking shortly thereafter, when I met an assistant professor who had started web design consulting and search engine optimization (it wasn’t being called SEO just yet), and we had a meeting of the minds. He later hired me for a position that became my first job out of college. The following year, I was headhunted for an in-house SEO position in California, and three years after that I was invited to speak at (what was then) the Search Engine Strategies conference in San Jose, CA – the launching pad for starting my company Alchemist Media.

Tell us why you like the search marketing work?
There are many aspects of search marketing that engage me. Some of the most important continue to be:
– That search marketing requires us to become “mini-experts” in our clients’ business verticals
– The ongoing interplay and interdependence between the left and right brain – the technical, and the creative
– That optimizing for the search engines, and for the search experience, requires a constant problem solving mindset, with mysteries and insights around every corner

What advice do you have for young female who are entering the search industry?
Take some time to explore all aspects of search: organic, paid, and their various individual areas of specialization – as well as the various roles one can play within these realms. I think the most important thing to do at the outset is to familiarize yourself with all aspects of search marketing – from analytics to usability to keyword research. To be a well rounded search marketer, in my opinion, you need to have an understanding of the entire ecosystem, including its history. Once you have the foundation, the next step is to identify the elements of search marketing that really intrigue you and keep you glued to your machine – you have to have a compulsive drive to find the often unattainable truths, and it’s a hunger that’s never fully satiated – what works one week may not work the next, whether you’re working in organic or PPC.

If there are aspects of search you really thrive on – say, testing ad copy or architecting complex sites for intuitive usability and search engine friendliness – the next step is to saturate yourself with everything you can get your hands on in terms of industry expertise. This can range from article/comment/book reading (The Art of SEO is a great resource for organic) to attending search marketing events. But you have to get your hands dirty, and having a hands-on approach will always serve you in search. Decide also if you want to work on different projects at once and work as a consultant or for an agency, or if you want to be an in-house search marketer; having been on both sides numerous times, I can say each has its merit – and only you can decide how you work best at this early stage in your career.
*Jessie is a co-author of The Art of SEO.