SEO is still a good career choice, but I’m not sure it’s not what someone would want to do exclusively. SEO should be the skill you have as a sliver of a larger skill-set – if you’re doing SEO primarily, you likely are working for an extremely large company. And if that company went kaput, your skills would not fit well into many other companies.

As such, SEO should be that skill you think about as a large skill-set – like being a good writer, or being good with people. These are extremely valuable skills, but ones that often accompany others to truly be extremely valuable.

Sadly, SEO came and went without every being a definitive career choice. Nobody currently in SEO ever decided to be an SEO, and before we entered the time period where SEO became an attractive career choice because of its potential lucrativeness, it was taken away as a potential exclusive option.

Being a specialist is a good thing. It means you can excel at what you do and achieve a status in your industry and ultimately leads to positive impact on your income and future prospects.

While helping you break through to the top of the food chain, being a specialist also carries a huge risk, in any industry. Disciplines change and old trades die out or evolve into something new.

There isn’t a better example than SEO to illustrate my point. With an average of two daily algorithm tweaks Google keeps us on our toes at all times. What was considered a sound SEO practice five years ago by many in the industry represents an unsafe practice today.

Further to that search engines (particularly Google) have grown very complex with a myriad of new variables at play. This means that if you’re not agile, creative, analytical and a little bit scientific by nature, you’ll hardly succeed in a big way.

My advice is to brand yourself as a digital marketer (or equivalent) and give yourself a broader scope of skills. Land yourself an internship or an entry-level job at an agency or work as an in-house resource for a while, it will crystallise a lot of things and bring your closer to commercial reality. While doing so always run your own projects. Play, test, investigate and get a good feel for what it’s like to run a business while using your website to funnel a variety of digital channels through as leads, enquiries or sign-ups.

SEO, or better Online Marketing should be definitely on the list of job-seekers (both young and seasoned ones)! Here are just a few reasons that I consider quite convincing:

Take a look at the SEO industry – there are people of all talents there. Online marketing is a diverse industry with so many specializations – copywriting, SEO, Wed design and development, UI analytics, Public Relations. It’s not just one skill that’s required, it’s the whole bunch of both technical and non-technical activities that can be found in the SEO job.

The SEO industry is definitely growing, there’s no need to look at the stats. My personal example: when I started in SEO, I was taught by an experienced webmaster, and that was actually one of the most popular ways of “getting into SEO”. Now there are several local SEO schools with dozens of professional teachers!

SEO experts are definitely in demand. There are more and more businesses that understand that launching a website is just the beginning of building their online presence. And that they need someone who would be able to take care of the website, content, links, social media.

Online marketing is a very quick-changing industry, but with some good extensive foundation and principles. I’d definitely recommend getting an SEO job.

If you’re into black hat techniques, like link spam, getting sneaky victories etc., it’s not worth getting into SEO. I’d suggest getting into a more technical career, programming pays well and hack-y fixes are good there.

If you’re into marketing campaigns, building relationships, cool social campaigns, building partnerships, excellent content, efficient processes, project management, and still a large technical component, now’s a great time to get into SEO.

It’s a big, broad, scary profession where, when you make a mistake, everyone knows about it and they know it’s you. But when you have great successes, it’s dollars and cents for you clients and your company. This means that you’ve got a lot of negotiating power for your salary. It also means that every day is an adventure.

I’d suggest starting at a digital marketing agency, not a creative agency, or client-side, and then moving to a client 4-5 years later. If you start doing SEO for a small company, you won’t learn a lot, no one will train you and you’ll end up hiring agency people to do your work for you. That caps your salary pretty fast and it’s not a great feeling. The other way around you’re able to be making six figures (in big cities in Canada, more in the US) before you’re thirty.

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