A Career In SEO? Good Move.

I just read a post at All Things SEM called 'A Career in SEO? Bad Move.' Overall, the post was a warning to those that want to move into the world of SEO, defining the points that would make one want to flee. But, to be perfectly honest, all the points were very one-track. I would like to rebut all of them.

Oh, before I get started, this isn't an attack on Marios in any way. I just think that sometimes we need to step back before we make such bold statements, which he did in an earlier post.

Want a Career in SEO? Awesome Move.

1. SEO is Moving In House

"This is the biggest threat to SEO consultants. As companies wise up to the need for SEO, they are also seriously considering handling all of the tasks in house."

Yup. Right now. Know what's happening right now in Jacksonville? "Don't get into real estate, it's a buyers market." I'm hearing this almost every day now (a lot of my freelance work is in the real estate area). Yup. Right now. But what about tomorrow? Tomorrow it will be another sellers market. That's economy. Ups, downs, and a crap ton of almost predictable trends.

Right now, there are a lot of companies moving in house, but that's a trend I don't think will be the end of the career freelancer. I have a number of peers that work in-house for a while, then leave. The reasons vary from not enough pay, to not enough resources, to not enough ears when it matters most.

"Don't believe me? Check out SEMPO's recent "State of the Search Market 2006" where it's reported that almost two thirds of the companies survey plan to bring SEO in-house."

Of those companies mentioned in Marios' post, I'm willing to bet the majority think that SEO is something that it simply isn't. Our industry is still too new, and business owners have a lot to worry about other than the details of SEO (you know, like running a business). At no fault of their own, most companies just don't understand the amount of support needed in order to make an online campaign successful. This is a trend like many others. Companies will later find themselves wanting to hire outside to save money, time, resources, or whatever the reason will be at that time.

2. SEO is a Dead End

"Some of you might think that being an in-house SEO is a good way to climb the corporate ladder, think again. The reality is that you're going to have an incredibly hard time going anywhere."

O.K. Let's think about this (and I already have. Thought about it, and lived it). You take the time to take an in house SEO position. You found one of those companies that will give you the support you need. You show success. The company grows. Know what happens when a company grows? The employee count follows. If you can play your part, you may even end up hiring another SEO yourself. Then you start heading SEO projects like company blogs, online marketing efforts (which will require you to hire more SEOs or SEMs), leaving you to lead them as the SEO manager.

Moving up in a company when starting in SEO is like any other position. You have to show that there is a need for your advancement. If you've proven the need for SEO, have provided success (either by saving or making money for the company) you're going to have a few ears when you start talking.

3. R-E-S-P-E-C-T

"You'll get none. Ignoring the likes of Danny Sullivan who can command the attention of thousands, optimizers receive little regard to more established web professions (who I might add don't get much regard either)."

I've been in this game for just over three years (this makes me a newbie in the grand scheme). Still, there are companies who's halls I can walk down and still get praise from anyone who happens to see me. There isn't a month that goes by that a CEO wants me to join for a game of golf (and I can't stand golf), a day on their boat (I tend to get sea sick), or some other event.

"This lack of respect for the profession manifests itself in subtle ways. How? Your opinion about anything other than SEO will be ignored as if you have no insight on anything other than title tags..."

I don't do my job and go home at the end of the day. When I take on an SEO job, I excel. To these CEOs and company owners, I don't optimize title tags, promote articles, build links, or any of that. I bring them money. That's what they see. They couldn't be happier with me, and I couldn't ask for a more tuned ear.

"...requests for hardware will be mysteriously held up by procurement until a hand-me down becomes available; and you'll probably be tucked away in the bowels of corporate headquarters which is really just another signal that your efforts don't require the kind of work environment conducive to thinking."

I'm writing this on my 21 inch flat panel monitor at my full time position. I'm comparing it repeatedly with the original post on the other one to make sure my thoughts are coming out like something more than a rant. My peers are setup the same way. My boss (yeah, he started in SEO and has moved up) has three 17's. His Boss (he would be that sole SEO guy for this company, that followed that line of thinking I showed you a little earlier) has three 21's. To be honest, when we ask for hardware or software around here, it's to be nice. We don't have to ask, we only have to order.

4. SEO Could Become Obsolete

"The search engines created the SEO market and they can also destroy it."

The search engines didn't create this market. The need for marketing products and services created this market. SEO was around long before the search engines, it was just called something else. That something else isn't obsolete, it has just changes. Now, I think we need to talk semantics. SEO IS obsolete. You can't get away with optimizing the title tags and text, then call it a day. Nope, you have to build links. You can't just optimize the title tags, the text, and build links. Nope, you need to reach out to your customers socially. You can't just optimize the title tags, the text, build links, reach out socially...I hope you see where I'm going with this.

SEO as a term has taken on a lot of different meanings. But in reality, it's been dead for a while now. It's SEM, or SMM, or whatever it is now. The point is, things change, the market changes, the successful adapt. We have been doing it all along, we just don't always know it.

5. No Barriers to Entry

"Ignoring the silliness of whether SEO is rocket science or not, the reality is that anyone can eventually be good at SEO."

Anyone can be a a good SEO, only some are. Anyone can be a brain surgeon, only some are. Anyone can be a firefighter, only some are. Anyone can do anything, but only some do.

"The result of having no barriers to entry are twofold. First, you end up having to compete with many, many people who say they do SEO, but don't really have a good handle on the bigger picture. For example, copywriters oversimplify the process as having the right keyword density; designers figure having a blurb of text below their fancy Flash movies makes them SEO experts; and web developers conclude that since their code is elegantly written, the resulting web site will be search engine friendly."

Thinking and saying these things does not make them reality. When the copywriter or designer has been proven incorrect after a month or so, someone calls me.

"Second, anyone just starting to get into SEO is likely to underbid someone that has been at it for 10 years. So how does the veteran distinguish himself from the newbie? It can be difficult because SEO best practices change and knowledge from 10 years ago may not be perceived to be valuable. So unless you don't care about moving beyond your newbie salary, you better be prepared for a tough fight."

I can almost repeat my last statement. Company hires snake oil salesman that charges $89 a month, realizes the folly within a few months, and then calls me (or one of my peers). To be honest, I wish they didn't have to go through this process. It's really sad. But, as time goes on, we will be seen as needed.

Wrap-Up
You wanna be a lawyer? Bad Move. There are a ton of them out there. Some of them are bad lawyers. Hell, with the Internet, you can fill out a lot of the papers you need yourself anyway. There are even services that allow you a number of calls and contract write-ups per month for a flat fee.

Wanna be a doctor? Bad Move. There are a ton of them out there. Some of them are bad doctors. Besides, I have WebMD.

Wanna be an SEO? Come on over. It's a lot of work, but it's a fun ride. I've met some of the nicest and coolest people because of this industry. To be perfectly honest, I could turn this computer off, pick up my things, go home, and never return to this office. Because of this industry, I am afforded the things I couldn't have if I finished school (oh wait...that's a bad message). However, like other specialized fields, it's not all fun and games. I am at an office for 9 hours a day, and I'm playing with my SEO all night (at least until I go blind). If you're willing to work hard and play ethically, the rewards are pretty good.