Recently, I came across a Facebook forum where seasoned SEO professionals reacted to a job post seeking to hire an advanced SEO expert with eight years or more of proven experience. The catch? The pay range was a mere $24–$28 per hour. The responses were a mix of amusement and frustration, highlighting a significant disconnect between what companies offer and what top SEO experts expect.
In this article, I'd like to delve into the reasons why your organization might be finding it challenging to recruit a top SEO expert. Understanding these issues can help you adjust your approach and ultimately attract the talent you need to drive your business forward.
1. Compensation Doesn't Match the Expertise Required
Let's start with the most glaring issue: compensation. An SEO expert with eight years of experience isn't an entry-level employee. They're likely working for agencies earning upwards of $150,000 annually or running their own consultancy making between $200,000–$300,000 per year. Offering $24–$28 per hour for such a role isn't just underwhelming; it's insulting.
Consider this analogy: you wouldn't expect a surgeon to work for the wage of a nurse. Similarly, you can't expect a seasoned SEO professional to accept a rate that doesn't reflect their expertise and the value they bring. As these commenters on the Facebook thread aptly put it:
"For that price, get someone with two years of experience but definitely not eight."
"You can make $20/hr doing customer service work; that's ridiculous.”
2. Lack of Understanding of SEO's Strategic Value
SEO is often misunderstood and undervalued within organizations. Many companies view it as a low-level task, relegated to tweaking meta descriptions and building a few backlinks on a limited budget. This narrow view fails to recognize SEO as a strategic function that can significantly impact a company's bottom line.
An experienced SEO expert doesn't just "put in the keywords and stuff." They analyze complex data, develop comprehensive strategies, and make critical decisions that can drive substantial organic traffic and revenue. If your organization doesn't take SEO seriously, top professionals will sense this and look elsewhere.
Jeremy Rivera, another expert from my professional seo circle, who now runs a keyword research tool encapsulates this issue perfectly:
"There is a disconnect in many businesses. You can often see tens or even hundreds of thousands of dollars budgeted for PPC efforts, but when you actually review the sources of traffic, leads, and revenue, the real powerhouse of the business is SEO. However, you'll have an 'SEO department' with a single, overburdened resource who has to beg for even basic SEO tools and content creation resources." — Jeremy Rivera
Companies often invest heavily in pay-per-click (PPC) campaigns, not realizing that organic search can deliver more sustainable and cost-effective results. By underfunding SEO and overburdening the lone specialist, businesses fail to capitalize on a significant growth opportunity.
3. Restrictive Roles and Limited Autonomy
Top SEO experts thrive when they have the autonomy to implement changes that can drive results. If the role confines them to minor on-page tweaks without the ability to influence site architecture or content strategy, they're unlikely to stay engaged.
Reflecting on a personal experience, a well-known financial brand approached a group of us SEO professionals. They wanted to rank for highly competitive terms that could bring in millions per year. However, they weren't willing to pay over $90,000 or offer a director-level title. Their lengthy six-month interview process didn't help either. Unsurprisingly, they struggled to hire anyone from our group. The individual they eventually hired would attend our meetings just to learn the basics—a clear sign they didn't secure the expertise they sought.
4. Overemphasis on Formal Education
Requiring a formal degree for an SEO position can be a barrier. SEO is a field that evolves rapidly, often outpacing academic curricula. While education is valuable, the most critical attributes in SEO are practical experience, adaptability, and continuous learning.
As one of the Facebook commenters noted:
"How much real-world experience would a professor actually have? They're probably teaching from a 'fourth edition' textbook where the only thing updated each year was the cover so they could charge students more. The information is beyond outdated."
By focusing too much on formal education, you might overlook talented individuals who have honed their skills through hands-on experience.
5. Inflexible Work Arrangements
Many top SEO experts love to travel and value flexibility. The insistence on in-office work can be a deterrent, especially in a field that often allows for remote collaboration. In today's digital age, offering flexible work arrangements can make your job offer more attractive.
6. Unrealistic Expectations and Job Descriptions
Job postings that demand a laundry list of skills—ranging from technical SEO to web development with tools like Elementor—without appropriate compensation signal a lack of understanding of the role's complexity. Other commenters humorously pointed out:
"I hate to break it to them, but Elementor is specifically for those WITHOUT a deep expertise in WordPress development."
“In my experience, most of these employers don’t understand what their hiring requirements actually mean, and they don't appreciate the value such a person would provide.”
Such unrealistic expectations can deter qualified candidates who might perceive the organization as out of touch.
7. Failure to Recognize the ROI of SEO
SEO, when executed correctly, offers one of the highest returns on investment in digital marketing. A top SEO expert can drive organic traffic, increase brand visibility, and contribute significantly to revenue growth. Underpaying for this expertise not only disrespects the professional but also undermines your company's potential growth.
As another professional observed:
"It's a bit insulting considering the ROI that a true expert with eight years of experience would bring in."
Recommendations for HR Professionals
Reevaluate Compensation Structures
Research industry standards for SEO salaries in your region and adjust your offerings accordingly. Consider the potential ROI that a top SEO expert can bring and budget for a salary that reflects their value.
Understand the Role's Strategic Importance
Educate yourself and your team about the strategic role of SEO in modern business. This understanding will help you craft job descriptions that appeal to top talent and set realistic expectations.
Offer Autonomy and Resources
Empower your SEO professionals to make meaningful changes. Provide them with the tools, budget, and authority they need to implement effective strategies. Remember Jeremy Rivera's insight about overburdened SEO departments lacking resources.
Prioritize Experience Over Formal Education
Focus on candidates' proven track records, case studies, and practical skills. Real-world experience often trumps academic credentials in the fast-paced world of SEO.
Be Flexible with Work Arrangements
Consider offering remote work options or flexible schedules. This flexibility can be a significant draw for top talent who value work-life balance.
Craft Realistic Job Descriptions
Avoid overloading your job postings with an exhaustive list of requirements that might not be essential. Be clear about the role's responsibilities and the skills that are truly necessary.
Conclusion
Attracting top SEO talent requires a shift in how organizations perceive and value the role. By offering competitive compensation, understanding the strategic importance of SEO, and creating an environment where experts can thrive, you'll be better positioned to recruit the professionals who can drive your company's success.
Remember, you get what you pay for. If you're offering $24 per hour and expecting an SEO maestro, you're likely to be disappointed. Invest appropriately, and the returns could be substantial.
