Covidiot

LSG is hiring for a Senior Director of SEO position and I have had the opportunity to talk to a lot of great SEOs over the past week. Thanks to the growth of our industry over the past few years and COVID-19, it feels like there’s an ocean of highly skilled talent out there. But the pandemic has exposed an ugly side of the digital marketing industry – most agencies are happy to take SEO money while simultaneously not giving a shit about SEO.

From my admittedly limited perspective, the agencies who were hit hardest post-SIP seemed to be those who had big PPC businesses and those who had SMB-focused service businesses (v SaaS subscriptions which seem to have kept chugging along). It kind of makes sense in that PPC spending came to a halt and many SMBs’ businesses hit a brick wall. We lost an SMB client the day SIP went into effect, but we didn’t lose any PPC clients, because we don’t do PPC.

In my conversations with candidates for the Director position, those who work at agencies have had a consistent refrain – “we lost a lot of PPC budget so they cut a few heads in the SEO group”. I am sure the PPC groups were not immune to cuts either, but over and over I have heard claims that an agency “doesn’t really care about SEO”. Sure they’ll sell it. They’ll even hire people to do it. But it’s not the business’ priority. That kind of makes sense in that SEO can be harder to service and measure than buying clicks….

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