Job openings for SEO roles were down 37% in the first quarter of 2024 compared to last year.
The analysis of the specialized job board SEOJobs.com collected data from more than 80,000 job listings published by 4,700 employers in 2023 and early 2024.
The report cites the growing use of AI in search as a critical factor affecting SEO hiring.
Mid-level roles most affected
While senior SEO positions saw a 3% year-over-year increase in Q1 2024 and entry-level roles rose 1%, mid-level SEO jobs saw a 6% decline compared to first quarter of 2023.
Nick LeRoy, owner of SEOJobs.com, attributed this disparity to AI automation that handles routine tasks. This suggests that companies need experts capable of higher level work.
He states:
“Tasks historically assigned to an entry-level position are now being done faster and cheaper with AI technology…
… These entry-level SEOs are now expected to have basic search knowledge AND the soft skills to compete with their mid-level peers with 3+ years of experience.
… Companies want to ‘do more with less’, which means hiring cheap junior resources and paying for experience/proven results through senior SEO.”
On a more positive note, LeRoy finds that remote SEO opportunities grew in the first quarter of 2024 after falling at the end of last year.
Lack of salary transparency
The SEO jobs report also highlighted the industry’s need for salary transparency.
Only 18% of job listings provide salary details, although there may be more salary disclosure as more states legally require it.
Economic pressures
Alongside AI disruption, broader economic conditions appear to be weighing on SEO employment.
According to the US Bureau of Labor Statistics (BLS), the decline in listings coincides with a slowdown in job growth in the US labor market.
The BLS recently reported that “employment was little changed during the month in major industries,” including professional and business services. SEO roles often fall into this sector.
6 Ways SEO Professionals Can Stay Competitive
As the role of AI in search grows, the most successful SEO professionals will likely be those who can combine technical mastery with strategic thinking, analytical skills, and a lifelong commitment to learning and professional development.
Here are some potential strategies to differentiate yourself in today’s job market:
1. Develop expertise in AI
With AI playing a prominent role in search, understanding and leveraging AI technologies will be critical.
Professionals using AI tools like natural language processing, content generation and semantic analysis will have a competitive advantage.
2. Focus on strategic SEO
As AI automates many technical and execution-based SEO tasks, employers are likely to prioritize hiring SEOs with strategic skills.
Professionals skilled in competitive analysis, audience research, content strategy development, and conversion optimization may be in higher demand.
3. Build analytical skills
With the impact of AI on search rankings and user behavior, the ability to extract insights from data will become even more valuable.
Experience in analytics platforms, statistical analysis, data visualization and communicating data-driven recommendations can set you apart from other candidates.
4. Specialization
While some SEO professionals take a generalist approach, increased specialization in disciplines such as local search, e-commerce, enterprise-level SEO, or a particular vertical could be more appealing to potential employers.
5. Emphasize soft skills
As technical tasks become more automated, soft skills such as communication, problem solving, creativity and adaptability may carry more weight in the hiring process.
SEO professionals who can collaborate across teams and articulate strategies can be separated.
Related: LinkedIn report: AI skills now a must for marketers
6. Build a personal brand
Developing a strong personal brand through blogging, public speaking, publishing authoritative content and engaging on social media can raise your profile. This increased visibility can lead to new job opportunities.
Related: Will AI replace SEO specialists?
Parting thoughts
While the short-term outlook is challenging, the role of the SEO professional is transforming, not disappearing.
Those who can adapt their value proposition and align with new demands can find viable career opportunities.
Featured Image: PeopleImages.com – Yuri A/Shutterstock
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