This month in our continuing series of interviews of inhouse SEMs, we speak with Kieran Hawe.  Kieran practices our art as the Director, SEO / Search - Global Digital Media for MTV Networks, based in New York.  He’s taken the time to offer up advice for readers not just on SEO and career aspirations, but also on how to get in his good books, and where to eat when in NYC.

So, Kieran, how did you get your start as a search marketer?

About 10 years ago, during the tail end of the dot-com boom, I started my career as an Online Marketing Coordinator / Technical Analyst for a then Fortune 100 CPG company. It was there that I picked up coding and started building my own websites. During the height of the dot com boom I worked at random start-ups where I was not only building, but marketing websites. It was during this time that I picked up search marketing skills, as well as other types of online marketing strengths like email program management and affiliates. Over the years my career quickly became less technical and completely focused on all aspects of digital marketing with a specific focus on driving website traffic - both paid and organic.

What has been your biggest challenge?

My biggest challenge has always been convincing senior level management of the importance of search marketing. No matter where I have been there have always been those who do not see the ROI / need / value for any type of search marketing - usually they relied completely on brand recognition to drive traffic. As time has gone on, I am definitely seeing companies become more intelligent in regards to the online environment - but things like SEO, Paid Search and SMO are still something that needs to be evangelized, taught and proven.

What has been your biggest success?

I would have to say my biggest success is related to my biggest challenge - convincing a company of the importance of search marketing and get them to open up those purse strings. In order to convince the skeptics it would take a lot of presentations, “see it in action” efforts and direct impact on the bottom-line in order for them to be convinced. It is a very satisfying feeling to invest so much effort into something you believe and see the net result as complete buy-in from the company.

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