You may feel the earth shake under your feet, but despite rumors to the contrary, we are in no way responsible for the recent succession of Earthquakes in San Diego in Southern California, even though we DID just roll out a hot new SEO model that has already caused rumblings in the SEO world:
On-Spec ads have traditionally been unofficial, proposed advertisements to ad agencies. They are usually from creative, “regular dudes” or grassroots startups who sit down at a computer and bang out ads that are much better than anything the suits could ever dream up, and The SMT has just started doing them beginning with a “Portland Jewelry” or “Portland Jeweler” campaign.
Remember that iPod Touch ad with the CSS soundtrack? That was created by an 18-year-old student attending Leeds University. Spec ads are usually edgy and fresh.
On-Spec is short for “on speculation”. It’s something you’re doing on your own to build your portfolio. This isn’t a “real” assignment. It’s material you’re creating to show potential clients or employers samples of your stuff. A real chance to flex your creative muscle.
It is work, such as SEO, that is done for a client without a contract or job order, for which the client will pay only if the work is to be used. When a job is done on speculation, the person doing the work takes the risk in the hope of making a profit, gaining a valuable credit, or for some other reason. In the SEO business, creative talent will often work on spec in order to establish a name in the industry.
For example, if you have no writing samples, you can write SEO on SPEC. You can take any SEO and give it your own personal touch. Make sure you clearly label it as SPEC SEO.
If you’ve always wanted to work in the SEO industry and you don’t have any experience, the dilemma can seem overhwelming. Many people figure they’ll never get a job in SEO for this very reason.
But there are ways around this obstacle.
Speculative SEOs are the key. These are SEOs you’ve created and hosted yourself.
Quick. Write an SEO site for one of the brands you see around you. You’ve just created a SPEC SEO, as it’s known in the industry. These SEOs show a potential employer/client your talent.
In your portfolio, you’ll really want to showcase your SEO.
Smaller agencies are generally more receptive to a portfolio full of SPEC SEO sites. Don’t rule out the smaller agencies in your search for an SEO position. It’s an excellent way to build up your portfolio so you can shed those SPEC SEOS in the future.
Another option to consider is an internship at a local SEO agency or a business with its own in-house web design team.
Internships at SEO agencies are competitive and you should research an agency to see their types of clients. This helps you determine what types of materials they handle so you can build your portfolio appropriately.
Companies with an in-house web design team manage most, if not all, aspects of their SEO. They have a complete web department that produces all sorts of materials for the company. The only downside is that the in-house group only produces materials for that one company. That’s generally not a problem because the types of materials produced are so various to promote the company and its products.
When searching for a position in the SEO industry, especially if you have little or no experience, you’ll have to rely on your SPEC SEOS to spotlight your ability to do the job. And while your talent may be great, don’t forget to show your enthusiasm. Enthusiasm can go a long way in this business.
For more on how we are doing this, check out The SMT’s “Portland Jewelry” and “Portland Jeweler” campaign, but don’t go blaming those San Diego Earthquakes on us!