What is Search Engine Optimization? We will not delve into the history of SEO, as it is out of the scope of this article. We are just going to discuss the prospects and future of choosing SEO as a career. First of all, we’ll define what SEO is and how important is it for our search engine rankings. Search Engine Optimization or SEO is roughly the procedure, wherein we optimize the content of a website according to the industry-specific search keywords, so that the user can reach our website through search engines. Dynamic Algorithms and Search Quality The major search engines such as Google, Bing, Yahoo, Ask, DuckDuckGo, Dogpile, Yippy, The Internet Archive and Webopedia are used worldwide for making queries. These search engines have their specific algorithms to categorize the websites according to the search queries. These algorithms are not static, but dynamic in nature. As, the search engines are determined to bring the most accurate results for the users, so that their trust level and brand name remains intact. Why do we need SEO services? Google performs numerous algorithm updates in a year. Some of them are made public and some of them are not. The idea is to weed out unfair SEO practices by the website owners to rank on top of Google pages. These unfair practices hurt the prospects of genuine service providers, who resort to honest and standard practices. With the launch of thousands of new sites every month, the competition to rank on top has increased than ever before. What kind of SEO professionals are in demand? According to the experts, there is no breathing space on top of search engine result pages and it requires a lot of hard work and patience to promote your site even on the first page of Google. The standard practices made by the SEO people are responsible for the ranking of the site and hence the traffic on the site and revenues linked to it. It is quite natural then that there is a great demand for SEO executives in the market today. SEO is both an art & science and it is always not possible to predict the results of your SEO campaign. The qualities required to become a successful SEO professional are as follows: A. Excellent knowledge of written and spoken English B. Good knowledge of statistics and ability to understand graphs C. Willingness to learn every day D. Good knowledge of social media platforms, back-linking, YouTube marketing, social media marketing and paid search marketing E. Knowledge of analytics and ability to understand the practices made by the competitors Why salaries for SEO professionals are decreasing? Unfortunately, most of the SEO executives and managers are equipped with little or limited knowledge of digital marketing. Their English comprehension and writing skills are very poor and the only thing they know is “keyword selection” using Google Keyword Tool and directory submission; which is more of a copy and paste job. They do not study online blogs on digital marketing and do not know the recent trends and practices in this field. Conclusion As discussed earlier, it is a very dynamic profession, where you have to constantly update yourself. If you have all round knowledge of digital marketing including paid search marketing, social media marketing and can also write blogs for your campaigns, there is no dearth of high-paying jobs for you. The only reason of SEO jobs going downhill and decreasing salaries in this segment is the supply of millions of untrained or semi-trained professionals, who don’t know anything besides directory submission and outdated black-hat back-linking. Industries are smart enough to find it and therefore they do not reward such incompetent professionals.
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