Search Engine Optimization (SEO) isn’t going away. In fact, it’s the backbone of digital visibility. Whether you’re starting a new career, leveling up your marketing skills, or trying to rescue your website from search result obscurity—this is your place to learn how SEO actually works.

This isn’t theory. It’s SEO, taught by someone who has ranked thousands of pages, worked with major clients, and trained marketers all over the world. No hacks. No jargon. Just real strategies that get results.

Contents of this Article:

The simple answer is that SEO primarily improves a website’s visibility in search engines.

The complex answer is that in order to accomplish this, an SEO professional must develop a wide variety of skills and competence in technical infrastructure, content strategy, keyword targeting, user interface/user experience, conversion rate optimization, sales & marketing, user behavior analysis, critical thinking, analytics set-up and analysis. SEO is not one job. It’s a collection of overlapping roles and specializations, most of which exist within broader digital marketing teams.

Together, these skills improve website visibility, increase website visits, increase sales or leads, and improves the profitability of a business. It can be a transformative experience for many businesses, as they experience a boost in visits and revenue that they have never experiences before.

Search Engine Optimization is a central skill to digital marketing. Because it requires so many different skills and details, those that specialize in SEO easily find promotions and mobility. The skills acquired in SEO are needed across the entire digital marketing spectrum, and having that foundation enables a clear career trajectory into management and executive positions.

A recent Role Delineation Study on Digital Marketers commissioned by the OMPC^® (Online Marketing Certified Professional) surveyed practitioners and managers to find the daily priorities for those in digital marketing.

For SEO Professionals, their day is typically spent:

• Developing and Communicating Strategy (13.5% of hours spent).
• Keyword Research (13.1% of hours spent)
• On-Page Optimization (13.1% of hours spent)
• Measurement, Analysis, and Reporting (10.6% of hours spent)
• Site Design, Architecture, Configuration, and Crawlability (10.4% of hours spent)

Most SEO professionals don’t start out with the title “SEO.” They often arrive from adjacent disciplines:

While there is no formal degree in search engine optimization, there are a number of self-directed learning opportunities, free and low-cost courses, and higher end certification courses.

This lack of gatekeeping allows for merit-based advancement, but it also creates an uneven landscape where misinformation spreads easily and unqualified individuals claim expertise.

Certifications, such as the Online Marketing Certified Associate (OMCA) and Online Marketing Certified Professional (OMCP) are third party examinations designed to validate your learning and knowledge, and also provide a centralized framework of skills, competencies and professional development. Developed from a committee of brand marketers, educators, and industry leaders, the OMCP is one of the top certifications in the industry.

Self-taught entry is common, but not sufficient. Employers and clients increasingly expect proof of outcomes. Demonstrable success, whether in traffic, rankings, or conversions, matters far more than academic credentials.

Here’s where I am going to give you some very personal advice.

Is a degree required to be successful in search engine optimization? I am going to give you both sides of this question.

Required? No

The digital marketing industry is still very new, and the education establishment has not yet been able to catch up. Many students coming from university-level degree programs in marketing spend the first few years on the job learning how to do everything, and sometimes find themselves falling behind those that have experience.

Even according to the LinkedIn Career Surveys, hiring managers are considering certifications and experience more than university degrees when hiring new talent!

Recommended? Maybe

I am biased.

I went to college and majored in Journalism. I had to learn how to write well.

This paid off big time, because SEO techniques are based on journalism writing techniques – I didn’t know it at the time but realized it when my websites started ranking. It was because I applied what I learned in Journalism about newspaper and magazine layouts and content structure – it was the same framework that the search engines used!

But in SEO, you will spend most of your time writing, editing, optimizing content. Writing skills are critical in SEO, as those skills transfer into other disciplines (writing emails, social posts, ads. You will also spend time communicating, so your speaking and writing skills will be used daily to update and inform managers, clients, and team members.

When I hire, I hire someone for their communication skills, and I focus on the writing. Because if you can communicate well, I can put you in front of a client, I can give you more responsibility, and I trust you to communicate your work back to me.

You may not learn the latest and most up-to-date digital marketing content at a university. Chances are, you won’t. But you can learn valuable communication skills, writing skills, and presentation skills that will immediately increase your value in the workplace.

Don’t Wait

This is an industry where you can make your own experience. Much like my prior intern who turned his hobby into an amazing business, you can do the same. You don’t have to wait for a job to start building a website and making money!

SEO demands an intersection of technical ability, marketing strategy, and critical analysis. Success depends on a wide breadth of knowledge, alongside a depth of experience in application.

Are you able to make decisions with limited (or missing) information?

This is the most underrated skill in SEO. Algorithms change. Tactics decay. Only professionals who can evaluate evidence, formulate hypotheses, and run disciplined tests will stay relevant.

Learning to distinguish correlation from causation, to isolate variables, and to understand algorithmic intent rather than exploit short-term loopholes is what separates a technician from a strategist.

Perhaps the greatest skill developed in SEO is the ability to receive data from dozens of sources and create a plan of action. Even with the sheer amount of data generated from many different places, you can guarantee these things:

1. The data will never agree
2. The data will never be comprehensive
3. The data will never give you all that you need

… and you still have to put together a clear action plan.

Market demand for SEO talent has risen consistently, but it’s not immune to macroeconomic forces.

• Agencies hire SEO professionals at all levels. These roles offer exposure to diverse clients but often involve tight deadlines and little control over implementation.
• In-house roles are more stable and strategic, particularly in product-led companies that rely on organic acquisition.
• Freelancers and consultants can earn well but require strong sales, positioning, and proof of results. Low barriers to entry make competition intense and rates volatile.

Listen to our podcast episode: How to Start Your SEO Career to learn more about working with brands, agencies, or freelancing choices.

There is no single path or career ladder in SEO. In fact, many search professionals started by developing their skills on a personal project and growing it to become a side business or additional income stream. Learning by doing is a key principle in SEO, as experience is the best teacher and guide when approaching new projects.

Titles: SEO Assistant, Junior SEO Analyst, Content Optimizer
Focus: Learning tools, executing on-page recommendations, basic reporting
Advancement depends on gaining ownership of projects and demonstrating impact.

Titles: SEO Assistant, Junior SEO Analyst, Content Optimizer
Focus: Learning tools, executing on-page recommendations, basic reporting
Advancement depends on gaining ownership of projects and demonstrating impact.

Titles: SEO Manager, SEO Strategist, Head of SEO
Focus: Leading SEO efforts, integrating with product and growth teams, forecasting impact
Strategic thinking, stakeholder influence, and the ability to communicate uncertainty credibly are crucial.

SEO can be a stepping stone to broader leadership: Director of Digital, VP of Growth, CMO. Alternatively, some pivot into CRO, content strategy, or analytics leadership. Others consult or build agencies.

The best SEO professionals do not stay in SEO. They move into strategic roles where organic search is one part of a broader growth strategy. If your goal is to climb, your skills must evolve accordingly.

Stagnation is common in SEO because the field rewards habit. Once a playbook works, many stick to it. But rankings don’t guarantee outcomes, and professionals who can’t translate visibility into business impact risk becoming obsolete.

The career potential in SEO is high—but only if you continue developing skills in:

• Attribution modeling and business analytics
• Marketing automation and lifecycle campaigns
• Data visualization and strategic reporting
• Product marketing and user journey design

According to the 2025 State of SEO Report, the most in-demand skills listed by employers are:

• Technical SEO
• Content Marketing
• Data Analytics

In-Demand Skills Linked to Higher Salaries:

• Stakeholder Management
• UX/UI
• AI Literacy

The profession is shifting from content-heavy execution to strategic leadership, technical integration, and cross-functional influence. SEO professionals must become translators of data, context, and human behavior — not just tacticians of keywords and links.

SEO professionals who think in terms of lifetime value, not just sessions, earn more and advance further.

Digital marketing encompasses a wide array of roles, each with unique responsibilities and opportunities for impact. From managing entire campaigns to optimizing website visibility, the job roles in digital marketing are as diverse as they are rewarding.

Earnings vary dramatically by geography, seniority, and ability to prove results. Industry surveys suggest the following rough ranges:

• Entry-Level: $45,000–$65,000/year

• Mid-Level: $65,000–$90,000/year

• Senior-Level: $90,000–$130,000/year

• Director/Head of SEO: $130,000–$180,000+

• Freelancers/Consultants: $50–$250/hour, highly variable

Industry Salary Data (US):

The State of SEO Report showed that entry level SEO’s were hiring at slightly less than $34,000.

62.0% of SEO professionals with less than five years of experience reported an average salary of $78,431.

A recent career study by Hootsuite put the average SEO Manager income at $89,893.

Salaries According to the 2025 State of SEO Jobs Report:

• Median SEO Salary (2024): $82,000
• U.S. Average Salary (2024): $63,795 (SSA data)
• Content SEO: ~$67,500
• VP of SEO: ~$191,850

The SEO industry in 2025 is undergoing rapid transformation. Despite fewer overall job postings compared to prior years, new and lucrative opportunities are emerging, especially in technical SEO and leadership roles. The shift is driven by AI adoption, evolving search interfaces (e.g., Google Search AI Mode), and new privacy regulations.

Satisfaction in SEO depends less on title or compensation than on agency. Professionals frustrated with constant algorithm changes, executive skepticism, or poor developer collaboration often burn out. Conversely, those who are given space to test, influence, and iterate tend to thrive.

The most satisfied SEOs are those who:

• Work in environments where SEO is understood and valued
• Have autonomy to implement meaningful changes
• See direct results from their work (e.g., revenue, leads, signups)
• Avoid dependency on platforms and diversify their skillsets

If you’re only in it for the money, there are faster paths. But if you’re intellectually curious, enjoy patterns, and are willing to keep learning, SEO can be deeply rewarding.

Simple. Don’t wait.

One of the best ways to begin is to build a website.

1. Think of hobbies or interests that appeal to you – something that will keep you motivated to write about and develop.

2. Research and make a list of how many ways you can make money (ebooks, dropshipping, YouTube payments, affiliate, sponsorships)….dozens of options, but learn them and how they work.

3. Evaluate how you work best, your subject matter, what type of monetization would suit you, your personality and your content.

4. Set up a website. I recommend setting up WordPress on Bluehost. Secure a domain name, install WordPress, set up your website and email and then learn layout, design and some HTML.

5. Set up analytics, like Piwik.Pro, connect to Google Search Console, and Bing’s Index Now.

5. Research your interest with keyword research, and start developing content.

6. Develop ways to monetize your content.

As you learn more, you apply it and grow your site. But also it’s something to invest in over time. The big plus is that you’ll have something to show a prospective employer that shows you as self-motivated, curious, and learning.

This will also teach you the many disciplines within digital marketing. Until you practice a few, you won’t know what appeals to you. That’s the great thing about this industry. You can specialize in one area and go deep, or you can go broad a generalist. There are so many ways to apply this knowledge, and it’s not always doing the traditional client work.

Pursuing advanced certifications and ongoing professional development in SEO is essential for staying competitive in a constantly evolving field. Certifications from OMCP, AMA, and platforms like Google, Yoast, Moz, Semrush, and HubSpot demonstrate not only technical competence but also a commitment to mastering industry best practices.

Critical to any professional success is building a strong professional network. Engaging with peers through LinkedIn, Twitter (X), Slack groups, or local meetups allows professionals to exchange ideas, uncover job opportunities, and stay informed about emerging trends.

Attending industry events like MozCon, BrightonSEO, or local digital summits creates chances for meaningful collaboration and mentorship. A strong network not only supports career growth but also fosters confidence, credibility, and visibility in a competitive industry.