Changes in the Search Marketing Industry
The search marketing industry is undergoing significant changes, affecting not only the skills in demand but also the hiring practices. Anecdotal reports and a recent SEO jobs study reveal that experienced SEOs are facing difficulties in getting hired, despite being well-qualified for the jobs.
A Brief History of SEO Jobs
About 25 years ago, getting into SEO and earning a living was relatively easy. Many top corporations across various industries were hiring freelancers and agencies for specialized SEO assistance. At that time, marketing departments didn’t view SEOs as a subset of marketing, and many didn’t have SEO staff. However, as more organizations hired dedicated SEO staff, third-party SEOs provided specialized assistance, and the industry gradually changed.
Current State of SEO Jobs
A recent report on the state of SEO jobs in 2024 provided insights into the current state of the industry. The report highlights the following key points:
- Decline in SEO job openings in 2024
- Drop in median SEO salaries
- 65% of SEO jobs are in-house
- Decrease in remote SEO jobs
- 28% drop in SEO job titles related to content strategy and writing
- 12% drop in SEO Analyst job titles
- Technical SEO and related titles dropped by a small percentage
- Senior-level titles like manager, director, and VP had the strongest increases
Technical SEO: A Valuable Skill
Although job titles related to Technical SEO dropped, the report states that Technical SEO is still an in-demand skill. In fact, demand for Technical SEO skills grew at the fastest rate of any skill during the fourth quarter, rising to 75% from 71% the previous quarter.
Experienced SEOs Struggle to Get Hired
Keith Goode believes that the reason many highly experienced SEOs are failing to get jobs is due to a poor implementation of AI into the hiring process. He shared his insights on a LinkedIn post, stating that companies have overinvested in unproven technology to handle things that it’s not yet ready to handle.
The Problem with AI in Hiring
Goode’s concerns are echoed by Brian Harnish, an SEO with decades of hands-on experience, who recently published his frustrations on LinkedIn and Facebook. Despite applying for jobs early, customizing his resume, and following up on interviews, Harnish has been ghosted or received form letters stating that the company went with another candidate.
What’s Going On in the Industry?
Many experienced SEOs, including those with director-level experience at top Fortune 500 companies, are taking months to get hired. This raises questions about the current state of the industry and the hiring practices. Are companies using AI too heavily in the hiring process, leading to qualified candidates being overlooked?
Conclusion
The search marketing industry is undergoing significant changes, and the hiring practices are affecting experienced SEOs. While Technical SEO remains a valuable skill, the industry needs to reassess its hiring practices and find a balance between technology and human judgment. As the industry continues to evolve, it’s essential to address these issues to ensure that qualified candidates are not overlooked and that the industry can continue to grow and thrive.