Tuesday, July 20, 2010

SEO intern Will Johnson Uses IM Program Skills

Will Johnson, a current IM student writes, "As a search marketing intern at Zebra Technologies in Vernon Hills, I work with the global web team to optimize the Zebra website for search engines. During the two months I have been here, I have researched hundreds of keywords, optimized dozens of web pages, measured change in search engine rankings and organic click-through-rate, and changed the strategy based on the results.

Zebra has given me the opportunity to expand more on my Search Engine Optimization (SEO) knowledge by encouraging me to keep on current events through blogs and examining past paid search reports from search marketing agencies. Also in this internship, I have been the resident SEO expert and taught several of my co-workers the basics of SEO.

While SEO has been my primary focus, my time never seems to stay focused on one task. Projects from other areas of marketing seem to pull me in as I act as an online marketing guru. Early on in my internship, I was involved in helping to expose web analytics to a database marketer and explaining how to use the application as well as showing what revelations can be discovered through website data. Using Google Analytics and WebTrends, I showed insight into prospect behavior on the website to this seasoned database marketer. It’s a great experience to be able to help someone who has over ten years of experience in marketing to learn something new.

The information I learned from NIU’s Interactive Marketing program on Social Media and SEO helped me become a resource for the PR team as they developed a new blog focusing on the various industries that Zebra products service. I explained SEO best practices for blogging (e.g. keywords in the title, headers and body text, focusing on only a few core keywords, using semantic keywords) to the team and analyzed their past blog entries for an SEO update.
Overall I have had an amazing experience at Zebra and I’m incredibly thankful for the Interactive Marketing program’s curriculum as well as the support from the professors. Without them, I would not have even heard of this opportunity."
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