SEM Specialist (SEO/SEM) Question:

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You are looking for enthusiasm for the success of the candidate’s managed accounts. You want to hear that your candidate has something right at the tip of their tongue. It doesn’t have to be terribly ground-breaking, but you want to see that they care about the account and discovering improvements.

You also want to see an intimate knowledge of the numbers. You don’t need to hear them quote statistics down to tenths of a percent, but you want to hear that they have a general sense of what actually makes a big win and they can quantify that in more specificity than just saying “it was better” – you want to hear things like “we got a 20% lift in conversion rate,” or “our mobile CTR increased around 30% while maintaining the some conversion rate.”

In addition, you’ll want this answer to show a solid understanding of testing methodologies. If they talk about an A/B test that had 5 variations, you may want to investigate their understanding of testing in more depth. That said, remember that methodology and process can be trained. Enthusiasm and dedication cannot.