Alex asks:

“Sometimes, when you search for a company or so, you won’t get the main page as a search result. For example, you search for *example-company-name* and get their FAQ page listed first. How does that happen and how can we avoid it on our own websites?”

Agency Account Coordinator
Provides administrative and customer service support to Account Executives, Media Planners, and Client Services Managers. Assists with advertising and media research; client reports and presentations; and project coordination, timelines, and budgets. Responds to client needs and requests.

Agency Account Executive
Manages accounts of advertising clients. Helps clients develop advertising strategies; media plans; and solutions to creative, logistical, and technical problems. Responsible for estimating costs and monitoring project timelines. Involved in new business development.

Agency Account Planner
Acts as the bridge between the customer and the agency’s account, creative, and media teams. Gains insights into customer attitudes and needs through quantitative research; qualitative research including focus groups; and competitive analysis. Translates customer insights into advertising, brand, and creative strategies.

Agency Account Supervisor/Director
Supervises Account Executives in the management of agency accounts. Oversees formulation of advertising strategies; the internal direction of accounts including creative, media, and traffic; and timelines and budgets. Involved in new business development.

Agency Assistant Account Executive
(See Account Executive) Assists in the day-to-day management of accounts under the supervision of the Account Executive.

Agency Client Services Manager
Oversees client relationships, internal-team relationships, and account operations during the planning, development, and execution of advertising campaigns. Responsible for client communications with regard to advertising needs and requests, budgets, workflow, and billing. Participates in new business development efforts.

Agency New Business Development Specialist
Specializes in developing new accounts and augmenting the business of existing accounts. Identifies prospects’ advertising, marketing, and business issues and matches these with agency capabilities and ideas. Develops strategies and tactics for pursuing selected prospects. Participates in sales presentations, negotiations, and sales closings.

Associate Product Manager
(See Product Manager) Under the supervision of the Product Manager, is responsible for the success of all phases of the product or service life cycle—conception, definition, launch, and post-launch.

Brand Manager
Develops and implements the brand strategy of a product or service. Positions products and services in the marketplace. Plans and executes brand marketing and advertising programs to raise brand awareness and value. Sets the direction of brands through awareness of market research and consumer trends.

B-to-B Product Manager
(See Product Manager) A Product Manager with responsibilities for a business-to-business (B2B) product or service.

Chief Marketing Officer
Oversees the planning, development, and execution of an organization’s marketing and advertising activities. Responsibilities can include market research; pricing; product marketing; new business development; marketing communications; advertising; and public relations.

Consumer Product Manager
(See Product Manager) A B2C Product Manager with responsibilities for a consumer product or service.

Direct Marketing Manager
Oversees the development and implementation of direct marketing programs to raise the levels of customer acquisition, retention, and cross/up-selling. Designs campaigns using direct mail, email, websites, telemarketing, catalogs, and marketing collateral. Develops return-on-investment goals, testing plans, and segmentation strategies.

Email Marketing Manager/Specialist
Conceives and executes Email Marketing programs to increase customer acquisition, retention, and conversion rates. Develops communication plans; segmentation strategies; and online offers. Evaluates effectiveness of email communications. Works with design and copywriting teams on creative treatments.

Event Marketing Specialist
Develops and executes marketing plans for trade shows, conventions, seminars, and other events. Supports the marketing of existing and new products and services. Coordinates advertising, marketing communications, and public relations efforts. Measures success of events.

Event Planner / Manager
Plans, schedules, and coordinates events including conventions, trade shows, conferences, seminars, sales meetings, and other events. Oversees event budgets, timelines, ordering, and logistics. Researches and selects venues, vendors, and other resources. Also can be responsible for creating event marketing plans.

Market Researcher
Determines demand for new and existing products and services through the use of statistical procedures and data analysis. Gathers and analyzes data on competitor activity; and on customer demographics, buying habits, and preferences. Forecasts consumer and industry trends. Designs surveys, opinion polls, and questionnaires.

Product Manager
Develops strategies to ensure the success of all phases of the product or service life cycle—conception, definition, launch, and post-launch. Communicates needs and requirements across the organization with market research; design/engineering; promotions; packaging; marketing communications; and outside vendors. Also manages and coordinates timelines and budgets.

Marketing Communications Manager
Plans, directs, and implements an organization’s marketing communications activities. Responsible for communicating consistent messages across print and electronic media. Ensures that key, strategic messages are communicated effectively to target audiences. Produces, or acts as liaison with firms that produce, public relations materials, advertising, and marketing collateral.

Marketing Database Manager
Manages database systems designed to analyze and increase customer value. Generates marketing lists; segmentation, contact, and testing plans; and campaign reports. Analyzes customer preferences, trends, profiles, and purchase histories. Identifies factors that influence and are predictive of customer behavior.

Marketing Director
Conceives and executes marketing strategies and programs to increase the profitability of new and existing products and services. Responsible for pricing policies; product and market development; and gathering, analyzing, and utilizing market research. Also manages advertising and marketing communications activities.

Marketing Manager
(See Marketing Director) Under the supervision of the Marketing Director, conceives and executes marketing strategies and programs to increase the profitability of a product or service.

Media Buyer
Purchases and places print, radio, TV, and online advertising. Works for advertising agencies or directly for advertising clients. Negotiates rates with media outlets and recommends media buying opportunities. Also conducts post-buy media analysis and tracks and reports on results.

Media Coordinator
Provides administrative and customer service support to Media Planners and Media Buyers. Assists with media research, reports, and record keeping; the evaluation of new media opportunities; and advertising placement. Also responds to client needs and requests.

Media Planner
(See Media Supervisor) Develops, executes, and monitors media plans for advertising clients under the supervision of the Media Supervisor.

Media Research Analyst
Measures the effectiveness of print, radio, TV, and online advertising using various research and statistical methods. Develops measurement strategies and goals to support client decision-making and planning. Analyzes and reports on the returns on investment of advertising campaigns.

Media Supervisor
Develops, executes, and monitors media plans for advertising clients. Analyzes the audiences, content, and ratings of a wide range of media outlets. Within specified budgets, selects the media outlets, target audiences, scheduling, and geographic emphasis, which enable clients to achieve their advertising and marketing objectives.

Online Marketing Director
Develops and implements marketing programs using websites; email; online advertising and promotions; and search-engine marketing (SEM/SEO). Conceives strategies and tactics to raise rates of customer acquisition, retention, and cross/up-selling. Oversees online market analysis.

Online Marketing Manager
(See Online Marketing Director) Under the supervision of the Online Marketing Director, conceives strategies and tactics to raise rates of customer acquisition, retention, and cross/up-selling.

Online Promotions Manager
Using media including email and websites, conceives and implements online promotional programs to raise customer acquisition and retention rates. Creates strategies for targeting and gaining access to existing and new markets. Oversees promotional communications and develops tie-ins and partnerships.

Online/Interactive Media Buyer
(See Media Buyer) A Media Buyer who specializes in online media outlets, such as websites, Web portals, and e-newsletters; and online advertising methods, such as banner ads, pop-ups, and paid search-engine placements.

Online/Interactive Media Planner
(See Media Planner) A Media Planner who specializes in online media outlets, such as websites, Web portals, and e-newsletters; and online advertising methods, such as banner ads, pop-ups, and paid search-engine placements.

Search Engine Marketer
Creates, analyzes, and tracks paid-search marketing campaigns. Formulates bidding and keyword strategies with major search engines such as Google & Yahoo. Monitors, tests, and adjusts campaigns to raise customer click-through and conversion rates. Can advise online marketers on increasing website rankings through adjustments to website content.

Search Engine Optimization (SEO) Specialist
Raises the rankings of websites in search engines without the use of paid listings. Develops keyword and linking strategies to improve website search results. Boosts rankings by making revisions to website structure and copy. Analyzes and reports on results of SEO campaigns.

The Caretaker of the Islands of the Great Barrier Reef is a newly created position. There are a few minor tasks that need to be taken care of, but the most important duty is to report back to Tourism Queensland (and the world) and let us know whats taking place on the Islands of the Great Barrier Reef.

Island Job

Writing for the Web

Article Length & Structure


Studies have shown that readers read nearly 25% slower and tire much quicker when reading content on the computer as opposed to paper; therefore, Web content should be brief.

• Limit articles to 2,500 words
• Be concise – avoid ornate and extraneous words

Write Using the Inverted Pyramid Style


Readers don’t like to have to scroll through paragraph after paragraph of text to find what they’re looking for; therefore, online articles should be structured differently than articles in print.

Unlike some articles in print, which begin with background information, online articles should begin with the conclusion. Yes, that’s right. You need to “give away the ending”, so to speak. Then, include a brief summary of the contents of the article. This “introductory” information, which should be included in the first and/or second paragraph(s) of the article body, should be written so as to grab and hold the reader’s attention.

You should structure your article:

• With the conclusion at the beginning of the article
• Followed by a summary of the article content
• Proceed with progressively less important information as you continue down the page.

Scannability

Research has shown that approximately 80% of readers do NOT read every word when reading online content; they scan the page, quickly searching for key information. Therefore, it is critical that your content be easily scannable.

In order to make your articles easily scannable, you should:

• Keep paragraphs short (3,000 characters maximum)
• Discuss only one idea per paragraph
• Use subheadings to divide article into sections that allow readers to quickly find key information
• Distinguish 2 or more ideas, key points, etc. using the list tags

Using Lists


Lists are much easier to the eye than a paragraph of text. However, you need to keep your lists short. Studies have shown that people can remember approximately 8 items at one time, so keep your lists to a maximum of 8 items. If you have more items to list, try separating them into two lists, each with its own subheading.

Also, when writing your lists, keep the words per line brief. For instance, don’t bullet sentences or paragraphs. The items in your lists should be either a word or a phrase.