<http://searchengineland.com/in-house-training-the-plan-versus-reality-33461>
**
**by Duane Forrester**
<http://searchengineland.com/library/in-house/>
As part of your job managing in-house search marketing, you've no
doubt created a training plan. At some point, you either have
delivered training, or will need to. Whether it is natural search
optimization, paid search management, social media, link building or
any of the other disciplines that orbit around the world of search,
training happens.
Now, for those who have already delivered training, I want you to
think back. Ask yourself this question: "Did it work?"
If you're inclined to simply say yes, and feel you're a rock star
because you held up your end of the deal (you did the training) –
think again. Unless every single person left your session and
immediately changed their work habits to incorporate the suggestions
you made in the training session, your work is far from done.
Bueller…Bueller?
In fact, this might just serve as a wakeup call, offering insight
into all those people around you. Pay attention. If someone takes your
training, then does not change how they work, either they weren't
paying attention, or you were ineffective.
I'm not talking about them changing their habits the very next day
either. I'm talking longer term. You need to see that the training had
enough impact to get people to change enough of what they do that the
product changes and the results can be tracked. In short, is there a
direct path from your training session to the bottom line results?
In many cases, people will sign up to attend training sessions
because they want the cookie. They know training is valuable and if
they go, it breaks up their daily routine. It also looks good to
attend training sessions. There's nothing malicious in this thinking
either, it's a common rut many people fall into. Sadly, those people
being in that rut can lead to your training failing to generate
successful actions in the real world.
Changing the course of SEM training
It is critical that before you embark on any search marketing
training session, you set clear goals for that training. If it is
simply to raise awareness of the topic, then you have an easy goal. If
the goal is tied to a numerical result or KPI, things get more
complicated. The end result, though, should be that each training
session has attached goals. You'll learn by doing, so start today
following this line of thinking.
An important point to note is that having goals attached makes
planning training more complicated. You will undoubtedly need input or
signoff from others in the company to accomplish many goals you might
attach to a training session, so before you announce the session,
you'd better get signoffs in place.
In such a case, having the signoff in place sets the tone for the
training; namely, that those attending are expected to learn a new
skill and implement it. Tracking will be in place, and results are
expected. Creating and sharing this message before the training
session will help ensure those attending do so in an active manner. At
the very least, this will dissuade those simply looking to claim a
cookie from attending.
Evaluating your training sessions
The next most logical step, therefore, is to monitor the results.
I'll pause here to mention one small, but important fact you will
discover. That is, do not expect this entire process to be seamless or
easy to manage. As with any training, you'll need to do follow up with
people and answer random questions as people try to implement their
new knowledge.
Expect after the training ends to field emails, calls and drop-ins
while people gain confidence. You will need to be friend, coach and
task-master to move people through their new work items in a speedy
manner. During this entire time, you'll also be keeping an eye on your
metrics to track actual results. Early on, you should start seeing
indicators either positive or negative.
Assuming things go well, and work follows training and positive
results stem from this, even now your work is not done.
Like many skills, people become complacent with them. You'll need to
factor this into your training schedule to offer refresher courses.
This is especially true when people move between jobs or even when the
engines make algorithmic changes. Is once a year enough of a schedule
to drive positive results on an ongoing basis, or do you need to offer
quarterly refresher training?
Never assume that people, once active on doing work your way, will
just always continue to follow your pattern. And be ready for push
back around taking too much time for training. If you have your
Executives behind you in terms of supporting your overall organic
search program, then you'll have their backing as you explain how your
training has to mirror changes in the industry.
If an engine changes their algorithm a week after your training
session, it's no good waiting another 11 months for your once a year
training session to update, alert and retrain the folks making SEO
happen on your website.
Just make sure everyone understands the transient nature of changes
in search marketing and they'll understand your need to do training on
a higher frequency.
The bottom line with all of this is that you need to perform training
on an ongoing basis, often with the same faces in the room, multiple
times. By ensuring your training is fresh, you maximize the chances of
people performing search optimization in the correct way.
Opinions expressed in the article are those of the author, and not
necessarily Search Engine Land.
Duane Forrester
<http://searchengineland.com/author/duane-forrester/>
is an in-house SEM <http://www.sempo.org/public_groups/ih/>
with Microsoft, sits on the Board of Directors with SEMPO, can be
found at his blog <http://www.theonlinemarketingguy.com/>
where he speaks about online marketing and monetizing websites and
is the author of How To Make Money With Your Blog.
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