SEO
How to Complete a Technical SEO Audit in 8 Steps

For someone performing their first technical SEO audit, the results can be both overwhelming and intimidating. Often, you can’t see the wood for the trees and have no idea how to fix things or where to even begin.
After years of working with clients, especially as the head of tech SEO for a U.K. agency, I’ve found technical SEO audits to be a near-daily occurrence. With that, I know how important it is, especially for newer SEOs, to understand what each issue is and why it is important.
Understanding issues found within a technical audit allows you to analyze a site fully and come up with a comprehensive strategy.
In this guide, I am going to walk you through a step-by-step process for a successful tech audit but also explain what each issue is and, perhaps more importantly, where it should lie on your priority list.
Whether it’s to make improvements on your own site or recommendations for your first client, this guide will help you to complete a technical SEO audit successfully and confidently in eight steps.
But first, let’s clarify some basics.
Technical SEO is the core foundation of any website. A technical SEO audit is an imperative part of site maintenance to analyze the technical aspects of your website.
An audit will check if a site is optimized properly for the various search engines, including Google, Bing, Yahoo, etc.
This includes ensuring there are no issues related to crawlability and indexation that prevent search engines from allowing your site to appear on the search engine results pages (SERPs).
An audit involves analyzing all elements of your site to make sure that you have not missed out on anything that could be hindering the optimization process. In many cases, some minor changes can improve your ranking significantly.
Also, an audit can highlight technical problems your website has that you may not be aware of, such as hreflang errors, canonical issues, or mixed content problems.
Generally speaking, I always like to do an initial audit on a new site—whether that is one I just built or one I am seeing for the first time from a client—and then audits on a quarterly basis.
I think it is advisable to get into good habits with regular audits as part of ongoing site maintenance. This is especially if you are working with a site that is continuously publishing new content.
It is also a good idea to perform an SEO audit when you notice that your rankings are stagnant or declining.
What do you need from a client before completing a technical audit?
Even if a client comes to me with goals that are not necessarily “tech SEO focused,” such as link building or creating content, it is important to remember that any technical issue can impede the success of the work we do going forward.
It is always important to assess the technical aspects of the site, offer advice on how to make improvements, and explain how those technical issues may impact the work we intend to do together.
With that said, if you intend on performing a technical audit on a website that is not your own, at a minimum, you will need access to the Google Search Console and Google Analytics accounts for that site.
For the most part, technical SEO audits are not easy. Unless you have a very small, simple business site that was perfectly built by an expert SEO, you’re likely going to run into some technical issues along the way.
Often, especially with more complex sites, such as those with a large number of pages or those in multiple languages, audits can be like an ever-evolving puzzle that can take days or even weeks to crack.
Regardless of whether you are looking to audit your own small site or a large one for a new client, I’m going to walk you through the eight steps that will help you to identify and fix some of the most common technical issues.
Step 1. Crawl your website
All you need to get started here is to set up a project in Ahrefs’ Site Audit, which you can even access for free as part of Ahrefs Webmaster Tools.
This tool scans your website to check how many URLs there are, how many are indexable, how many are not, and how many have issues.
From this, the audit tool creates an in-depth report on everything it finds to help you identify and fix any issues that are hindering your site’s performance.
Of course, more advanced issues may need further investigation that involves other tools, such as Google Search Console. But our audit tool does a great job at highlighting key issues, especially for beginner SEOs.
First, to run an audit with Site Audit, you will need to ensure your website is connected to your Ahrefs account as a project. The easiest way to do this is via Google Search Console, although you can verify your ownership by adding a DNS record or HTML file.

Initially, after running the audit, you will be directed to the “Overview” page. This will give you a top-level view of what the tool has found, including the number of indexable vs. non-indexable pages, top issues, and an overall website health score out of 100.
This will give you a quick and easy-to-understand proxy metric to the overall website health.

From here, you can head over to the “All issues” tab. This breaks down all of the problems the crawler has found, how much of a priority they are to be fixed, and how to fix them.

This report, alongside other tools, can help you to start identifying the issues that may be hindering your performance on the SERPs.
Step 2. Spotting crawlability and indexation issues
If your site has pages that can’t be crawled by search engines, your website may not be indexed correctly, if at all. If your website does not appear in the index, it cannot be found by users.
Ensuring that search bots can crawl your website and collect data from it correctly means search engines can accurately place your site on the SERPs and you can rank for those all-important keywords.
There are a few things you need to consider when looking for crawlability issues:
- Indexation errors
- Robots.txt errors
- Sitemap issues
- Optimizing the crawl budget
Identifying indexation issues
Priority: High
Ensuring your pages are indexed is imperative if you want to appear anywhere on Google.
The simplest way to check how your site is indexed is by heading to Google Search Console and checking the Coverage report. Here, you can see exactly which pages are indexed, which pages have warnings, as well as which ones are excluded and why:

Note that pages will only appear in the search results if they are indexed without any issues.
If your pages are not being indexed, there are a number of issues that may be causing this. We will take a look at the top few below, but you can also check our other guide for a more in-depth walkthrough.
Checking the robots.txt file
Priority: High
The robots.txt file is arguably the most straightforward file on your website. But it is something that people consistently get wrong. Although you may advise search engines on how to crawl your site, it is easy to make errors.
Most search engines, especially Google, like to abide by the rules you set out in the robots.txt file. So if you accidentally tell a search engine not to crawl and/or index certain URLs or even your entire site, that’s what will happen.
This is what the robots.txt file, which tells search engines not to crawl any pages, looks like:

Often, these instructions are left within the file even after the site goes live, preventing the site from being crawled. This is a rare easy fix that acts as a panacea to your SEO.
You can also check whether a single page is accessible and indexed by typing the URL into the Google Search Console search bar. If it’s not indexed yet and it’s accessible, you can “Request Indexing.”

Robots meta tags
Priority: High
A robots meta tag is an HTML snippet that tells search engines how to crawl or index a certain page. It’s placed into the <head> section of a webpage and looks like this:
<meta name="robots" content="noindex" />
This noindex is the most common one. And as you’ve guessed, it tells search engines not to index the page. We also often see the following robots meta tag on pages across whole websites:
<meta name="robots" content=”max-snippet:-1, max-image-preview:large, max-video-preview:-1" />
This tells Google to use any of your content freely on its SERPs. The Yoast SEO plugin for WordPress adds this by default unless you add noindex or nosnippet directives.
If there are no robots meta tags on the page, search engines consider that as index, follow, meaning that they can index the page and crawl all links on it.
But noindex actually has a lot of uses:
- Thin pages with little or no value for the user
- Pages in the staging environment
- Admin and thank-you pages
- Internal search results
- PPC landing pages
- Pages about upcoming promotions, contests, or product launches
- Duplicate content (use canonical tags to suggest the best version for indexing)
But improper use also happens to be a top indexability issue. Using the wrong attribute accidentally can have a detrimental effect on your presence on the SERPs, so remember to use it with care.
Checking the sitemap
Priority: High
An XML sitemap helps Google to navigate all of the important pages on your website. Considering crawlers can’t stop and ask for directions, a sitemap ensures Google has a set of instructions when it comes to crawling and indexing your website.
But much like crawlers can be accidentally blocked via the robots.txt file, pages can be left out of the sitemap, meaning they likely won’t get prioritized for crawling.
Also, by having pages in your sitemap that shouldn’t be there, such as broken pages, you can confuse crawlers and affect your crawl budget (more on that next).
You can check sitemap issues in Site Audit: Site Audit > All issues > Other.

The main thing here is to ensure that all of the important pages that you want to have indexed are within your sitemap and avoid including anything else.
Checking the crawl budget
Priority: High (for large websites)
A crawl budget refers to how many pages and how rapidly a search engine can crawl.
A variety of things influence the crawl budget. These include the number of resources on the website, as well as how valuable Google deems your indexable pages to be.
Having a big crawl budget does not guarantee that you will rank at the top of the SERPs. But if all of your critical pages are not crawled due to crawl budget concerns, it is possible that those pages may not be indexed.
Your pages are likely being scanned as part of your daily crawl budget if they are popular, receive organic traffic and links, and are well-linked internally across your site.
New pages—as well as those that are not linked internally or externally, e.g., those found on newer sites—may not be crawled as frequently, if at all.
For larger sites with millions of pages or sites that are often updated, crawl budget can be an issue. In general, if you have a large number of pages that aren’t being crawled or updated as frequently as you want, you should think about looking to speed up crawling.
Using the Crawl Stats report in Google Search Console can give you insight into how your site is being crawled and any issues that may have been flagged by the Googlebot.

You will also want to look into any flagged crawl statuses like the ones shown here:

Step 3. Checking technical on-page elements
It is important to check your on-page fundamentals. Although many SEOs may tell you that on-page issues like those with meta descriptions aren’t a big deal, I personally think it is part of good SEO housekeeping.
Even Google’s John Mueller previously stated that having multiple H1 tags on a webpage isn’t an issue. However, let’s think about SEO as a points system.
If you and a competitor have sites that stand shoulder to shoulder on the SERP, then even the most basic of issues could be the catalyst that determines who ranks at the top. So in my opinion, even the most basic of housekeeping issues should be addressed.
So let’s take a look at the following:
- Page titles and title tags
- Meta descriptions
- Canonical tags
- Hreflang tags
- Structured data
Page titles and title tags
Priority: Medium
Title tags have a lot more value than most people give them credit for. Their job is to let Google and site visitors know what a webpage is about—like this:
<title>How to Craft the Perfect SEO Title Tag (Our 4-Step Process)</title>
In recent years, title tags have sparked a lot of debate in the SEO world. Google, it turns out, is likely to modify your title tag if it doesn’t like it.
Meta descriptions
Priority: Low
A meta description is an HTML attribute that describes the contents of a page. It may be displayed as a snippet under the title tag in the search results to give further context.
You can find out if any meta descriptions are missing, as well as if they are too long or too short.
Check canonical tags
Priority: High
A canonical tag (rel=“canonical”) specifies the primary version for duplicate or near-duplicate pages. To put it another way, if you have about the same content available under several URLs, you should be using canonical tags to designate which version is the primary and should be indexed.
If spiders are wasting their time crawling duplicate pages, it can mean that valuable pages are being missed.
You can find duplicate content issues in Site Audit: Site Audit > Reports > Duplicates > Issues.
International SEO: hreflang tags
Priority: High
Although hreflang is seemingly yet another simple HTML tag, it is possibly the most complex SEO element to get your head around.
TBH hreflang is one of the most complex aspects of SEO (if not the most complex one). Feels as easy as a meta-tag, but it gets really hard quickly.
— 🐝 johnmu.xml (personal) 🐝 (@JohnMu) February 19, 2018
The hreflang tag is imperative for sites in multiple languages. If you have many versions of the same page in a different language or target different parts of the world—for example, one version in English for the U.S. and one version in French for France—you need hreflang tags.
Translating a website is time consuming and costly—because you’ll need to put in effort and ensure all versions show up in the relevant search results. But it does give a better user experience by catering to different users who consume content in different languages.
Plus, as clusters of multiple-language pages share each other’s ranking signals, using hreflang tags correctly can have a direct impact as a ranking factor. This is alluded to by Gary Illyes from Google in this video.
You can find hreflang tag issues in Site Audit under localization: Site Audit > All issues > Localization.
Structured data
Priority: High
Structured data, often referred to as schema markup, has a number of valuable uses in SEO.
Most prominently, structured data is used to help get rich results or features in the Knowledge Panel. Here’s a great example: When working with recipes, more details are given about each result, such as the rating.
Nowadays, JSON-LD is the preferred format for structured data, so keep it that way if possible. But you can also encounter Microdata and RDFa.
As part of your technical audit, you should be testing your structured data. A great tool for this is the Classy Schema testing tool.
Step 4. Identifying image issues
Image optimization is often overlooked when it comes to SEO. However, image optimization has a number of benefits that include:
- Improved load speed.
- More traffic you can get from Google Images.
- More engaging user experience.
- Improved accessibility.
Image issues can be found in the main audit report: Site Audit > Reports > Images.
Broken images
Priority: High
Broken images cannot be displayed on your website. This makes for a bad user experience in general but can also look spammy, giving visitors the impression that the site is not well maintained and professional.
This can be especially problematic for anyone who monetizes their website, as it can make the website seem less trustworthy.
Image file size too large
Priority: High
Large images on your website can seriously impact your site speed and performance. Ideally, you want to display images in the smallest possible size and in an appropriate format, such as WebP.
The best option is to optimize the image file size before uploading the image to your website. Tools like TinyJPG can optimize your images before they’re added to your site.
If you are looking to optimize existing images, there are tools available, especially for more popular content management systems (CMSs) like WordPress. Plugins such as Imagify or WP-Optimize are great examples.
HTTPS page links to HTTP image
Priority: Medium
HTTPS pages that link to HTTP images cause what is called “mixed content issues.” This means that a page is loaded securely via HTTPS. But a resource it links to, such as an image or video, is on an insecure HTTP connection.
Mixed content is a security issue. For those who monetize sites with display ads, it can even prevent ad providers from allowing ads on your site. It also degrades the user experience of your website.
By default, certain browsers restrict unsafe resource requests. If your page relies on these vulnerable resources, it may not function correctly if they are banned.
Missing alt text
Priority: Low
Alt text, or alternative text, describes an image on a website. It is an incredibly important part of image optimization, as it improves accessibility on your website for millions of people throughout the world who are visually impaired.
Often, those with a visual impairment use screen readers, which convert images into audio. Essentially, this is describing the image to the site visitor. Properly optimized alt text allows screen readers to inform site users with visual impairments exactly what they are seeing.
Alt text can also serve as anchor text for image links, help you to rank on Google Images, and improve topical relevance.
Step 5. Analyzing internal links
When most people think of “links” for SEO, they think about backlinks. How to build them, how many they should have, and so on.
What many people don’t realize is the sheer importance of internal linking. In fact, internal links are like the jelly to backlinks’ peanut butter. Can you have one without the other? Sure. Are they always better together? You bet!
Not only do internal links help your external link building efforts, but they also make for a better website experience for both search engines and users.
The proper siloing of topics using internal linking creates an easy-to-understand topical roadmap for everyone who comes across your site. This has a number of benefits:
- Creates relevancy for keywords
- Helps ensure all content is crawled
- Makes it easy for visitors to find relevant content or products
4xx status codes
Priority: High
Go to Site Audit > Internal pages > Issues tab > 4XX page.
These are problematic because they waste “link equity” and provide users with a negative experience.
Here are a few options for dealing with these issues:
- Bring back the broken page at the same address (if deleted by accident)
- Redirect the broken page to a more appropriate location; all internal links referring to it should be updated or removed
Orphan pages
Priority: High
Go to Site Audit > Links > Issues tab > Orphan page (has no incoming internal links).
There are two reasons why indexable pages should not be orphaned:
- Internal links will not pass PageRank because there are none.
- They won’t be found by Google (unless you upload your sitemap through Google Search Console or there are backlinks from several other websites’ crawled pages, they won’t be seen).
If your website has multiple orphaned pages, filter the list from high to low for organic traffic. If internal links are added to orphaned pages still receiving organic traffic, they’ll certainly gain far more traffic.
Step 6. Checking external links
External links are hyperlinks within your pages that link to another domain. That means all of your backlinks—the links to your website from another one—are someone else’s external links.
See how the magic of the internet is invisibly woven together? *mind-blown emoji*
External links are often used to back up sources in the form of citations. For example, if I am writing a blog post and discussing metrics from a study, I’ll externally link to where I found that authoritative source.
Linking to credible sources makes your own website more credible to both visitors and search engines. This is because you show that your information is backed up with sound research.
Here’s what John said about external links:
SEO
Is AI Going To E-E-A-T Your Experience For Breakfast? The LinkedIn Example

Are LinkedIn’s collaborative articles part of SEO strategies nowadays?
More to the point, should they be?
The search landscape has changed dramatically in recent years, blurring the lines between search engines and where searches occur.
Following the explosive adoption of AI in content marketing and the most recent Google HCU, core, and spam updates, we’re looking at a very different picture now in search versus 12 months ago.
User-generated and community-led content seems to be met with renewed favourability by the algorithm (theoretically, mirroring what people reward, too).
LinkedIn’s freshly launched “collaborative articles” seem to be a perfect sign of our times: content that combines authority (thanks to LinkedIn’s authority), AI-generated content, and user-generated content.
What could go wrong?
In this article, we’ll cover:
- What are “collaborative articles” on LinkedIn?
- Why am I discussing them in the context of SEO?
- The main issues with collaborative articles.
- How is Google treating them?
- How they can impact your organic performance.
What Are LinkedIn Collaborative Articles?
First launched in March 2023, LinkedIn says about collaborative articles:
“These articles begin as AI-powered conversation starters, developed with our editorial team, but they aren’t complete without insights from our members. A select group of experts have been invited to contribute their own ideas, examples and experiences within the articles.“
Essentially, each of these articles starts as a collection of AI-generated answers to FAQs/prompts around any given topic. Under each of these sections, community members can add their own perspectives, insights, and advice.
What’s in it for contributors? To earn, ultimately, a “Top Voice” badge on their profile.
The articles are indexable and are all placed under the same folder (https://www.linkedin.com/advice/).
They look like this:

On the left-hand side, there are always FAQs relevant to the topic answered by AI.
On the right-hand side is where the contributions by community members get posted. Users can react to each contribution in the same way as to any LinkedIn post on their feed.
How Easy Is It To Contribute And Earn A Badge For Your Insights?
Pretty easy.
I first got invited to contribute on September 19, 2023 – though I had already found a way to contribute a few weeks before this.


My notifications included updates from connections who had contributed to an article.
By clicking on these, I was transferred to the article and was able to contribute to it, too (as well as additional articles, linked at the bottom).
I wanted to test how hard it was to earn a Top SEO Voice badge. Eight article contributions later (around three to four hours of my time), I had earned three.


How? Apparently, simply by earning likes for my contributions.
A Mix Of Brilliance, Fuzzy Editorial Rules, And Weird Uncle Bob
Collaborative articles sound great in principle – a win-win for both sides.
- LinkedIn struck a bullseye: creating and scaling content (theoretically) oozing with E-E-A-T, with minimal investment.
- Users benefit from building their personal brand (and their company’s) for a fragment of the effort and cost this usually takes. The smartest ones complement their on-site content strategy with this off-site golden ticket.
What isn’t clear from LinkedIn’s Help Center is what this editorial mix of AI and human input looks like.
Things like:
- How much involvement do the editors have before the topic is put to the community?
- Are they only determining and refining the prompts?
- Are they editing the AI-generated responses?
- More importantly, what involvement (if any) do they have after they unleash the original AI-generated piece into the world?
- And more.
I think of this content like weird Uncle Bob, always joining the family gatherings with his usual, unoriginal conversation starters. Only, this time, he’s come bearing gifts.
Do you engage? Or do you proceed to consume as many canapés as possible, pretending you haven’t seen him yet?
Why Am I Talking About LinkedIn Articles And SEO?
When I first posted about LinkedIn’s articles, it was the end of September. Semrush showed clear evidence of their impact and potential in Search. (Disclosure: I work for Semrush.)
Only six months after their launch, LinkedIn articles were on a visible, consistent upward trend.
- They were already driving 792.5K organic visits a month. (This was a 75% jump in August.)
- They ranked for 811,700 keywords.
- Their pages were ranking in the top 10 for 78,000 of them.
- For 123,700 of them, they appeared in a SERP feature, such as People Also Ask and Featured Snippets.
- Almost 72% of the keywords had informational intent, followed by commercial keywords (22%).
Here’s a screenshot with some of the top keywords for which these pages ranked at the top:


Now, take the page that held the Featured Snippet for competitive queries like “how to enter bios” (monthly search volume of 5,400 and keyword difficulty of 84, based on Semrush data).
It came in ahead of pages on Tom’s Hardware, Hewlett-Packard, or Reddit.


See anything weird? Even at the time of writing this post, this collaborative article had precisely zero (0) contributions.
This means a page with 100% AI-generated content (and unclear interference of human editors) was rewarded with the Featured Snippet against highly authoritative and relevant domains and pages.
A Sea Of Opportunity Or A Storm Ready To Break Out?
Let’s consider these articles in the context of Google’s guidelines for creating helpful, reliable, people-first content and its Search Quality Rater Guidelines.
Of particular importance here, I believe, is the most recently added “E” in “E-E-A-T,” which takes experience into account, alongside expertise, authoritativeness, and trustworthiness.
For so many of these articles to have been ranking so well must mean that they were meeting the guidelines and proving helpful and reliable for content consumers.
After all, they rely on “a select group of experts to contribute their own ideas, examples and experiences within the articles,” so they must be worthy of strong organic performances, right?
Possibly. (I’ve yet to see such an example, but I want to believe somewhere in the thousands of pages these do exist).
But, based on what I’ve seen, there are too many examples of poor-quality content to justify such big rewards in the search engine results pages (SERPs).
The common issues I’ve spotted:
1. Misinformation
I can’t tell how much vetting or editing there is going on behind the scenes, but the amount of misinformation in some collaborative articles is alarming. This goes for AI-generated content and community contributions alike.
I don’t really envy the task of fact-checking what LinkedIn describes as “thousands of collaborative articles on 2,500+ skills.” Still, if it’s quality and helpfulness we’re concerned with here, I’d start brewing my coffee a little stronger if I were LinkedIn.
At the moment, it feels a little too much like a free-for-all.
Here are some examples of topics like SEO or content marketing.


2. Thin Content
To a degree, some contributions seem to do nothing more than mirror the points made in the original AI-generated piece.
For example, are these contributions enough to warrant a high level of “experience” in these articles?


The irony to think that some of these contributions may have also been generated by AI…
3. Missing Information
While many examples don’t provide new or unique perspectives, some articles simply don’t provide…any perspectives at all.
This piece about analytical reasoning ranked in the top 10 for 128 keywords when I first looked into it last September (down to 80 in October).


It even held the Featured Snippet for competitive keywords like “inductive reasoning examples” for a while (5.4K monthly searches in the US), although it had no contributions on this subsection.
Most of its sections remain empty, so we’re talking about mainly AI-generated content.
Does this mean that Google really doesn’t care whether your content comes from humans or AI?
I’m not convinced.
How Have The Recent Google Updates Impacted This Content?
After August and October 2023 Google core updates (at the time of writing, the November 2023 Google core update is rolling out), the September 2023 helpful content update, and the October 2023 spam update, the performance of this section seems to be declining.
According to Semrush data:


- Organic traffic to these pages was down to 453,000 (a 43% drop from September, bringing their performance close to August levels).
- They ranked for 465,100 keywords (down by 43% MoM).
- Keywords in the Top 10 dropped by 33% (51,900 vs 78,000 in September).
- Keywords in the top 10 accounted for 161,800 visits (vs 287,200 in September, down by 44% MoM).
The LinkedIn domain doesn’t seem to have been impacted negatively overall.


Is this a sign that Google has already picked up the weaknesses in this content and has started balancing actual usefulness versus the overall domain authority that might have propelled it originally?
Will we see it declining further in the coming months? Or are there better things to come for this feature?
Should You Already Be On The Bandwagon If You’re In SEO?
I was on the side of caution before the Google algorithm updates of the past couple of months.
Now, I’d be even more hesitant to invest a substantial part of my resources towards baking this content into my strategy.
As with any other new, third-party feature (or platform – does anyone remember Threads?), it’s always a case of balancing being an early adopter with avoiding over-investment. At least while being unclear on the benefits.
Collaborative articles are a relatively fresh, experimental, external feature you have minimal control over as part of your SEO strategy.
Now, we also have signs from Google that this content may not be as “cool” as we initially thought.
This Is What I’d Do
That’s not to say it’s not worth trying some small-scale experiments.
Or, maybe, use it as part of promoting your own personal brand (but I’ve yet to see any data around the impact of the “Top Voice” badges on perceived value).
Treat this content as you would any other owned content.
- Follow Google’s guidelines.
- Add genuine value for your audience.
- Add your own unique perspective.
- Highlight gaps and misinformation.
Experience shows us that when tactics get abused, and the user experience suffers, Google eventually steps in (from guest blogging to parasite SEO, most recently).
It might make algorithmic tweaks when launching updates, launch a new system, or hand out manual actions – the point is that you don’t know how things will progress. Only LinkedIn and Google have control over that.
As things stand, I can easily see any of the below potential outcomes:
- This content becomes the AI equivalent of the content farms of the pre-Panda age, leading to Google clamping down on its search performance.
- LinkedIn’s editors stepping in more for quality control (provided LinkedIn deems the investment worthwhile).
- LinkedIn starts pushing its initiative much more to encourage participation and engagement. (This could be what makes the difference between a dead content farm and Reddit-like value.)
Anything could happen. I believe the next few months will give us a clearer picture.
What’s Next For AI And Its Role In SEO And Social Media?
When it comes to content creation, I think it’s safe to say that AI isn’t quite ready to E-E-A-T your experience for breakfast. Yet.
We can probably expect more of these kinds of movements from social media platforms and forums in the coming months, moving more toward mixing AI with human experience.
What do you think is next for LinkedIn’s collaborative articles? Let me know on LinkedIn!
More resources:
Featured Image: BestForBest/Shutterstock
SEO
What It Really Is & How to Build One

Building a personal brand is undeniably hard work, but it isn’t as tricky as you might think.
I spoke with two influencers—Wes Kao and Matt Diggity—for their best tips on establishing a name for yourself online.
A personal brand is how people perceive you and what you’re known for. It’s the skills, experience, and values that give you an edge over others.
Neuroscientist Andrew Huberman is one example. He helms and hosts the science/health podcast Huberman Lab, lectures at Stanford Medicine, and has earned media mentions from the likes of BBC, TIME, and more.
Andrew’s personal brand is built on his credibility and areas of expertise. Many of his posts attract thousands of likes and hundreds of comments on X and LinkedIn.
If we want to dig deeper, Maven and altMBA co-founder Wes Kao has a somewhat alternative take on the definition:
In my opinion, it’s better to reframe ‘personal branding’ into ‘personal credibility.’ Personal branding has a superficial undertone. It assumes you have your work, then you tack on an artificial layer of ‘branding’ to shape perceptions.
She suggests that personal credibility is about substance: Showing people what you do, how you think, and how you can contribute. Wes adds:
In this way, you build deeper connections with people who believe in your work—which means stronger relationships, more control, and more opportunities.
In this podcast interview snippet with Nick Bennett, SparkToro’s Amanda Natividad echoes Wes’ sentiment:
People generally don’t like the term [personal brand] because it sounds disingenuous and icky. Acknowledging the existence of your personal brand is admitting that you care what others think about you, and that you find ways to manage those expectations at scale.
Wild as it sounds, building a solid personal brand gives you more control over your life.
A strong following could:
- Expand your realm of influence, particularly in your area of expertise (i.e., be viewed as a subject matter expert).
- Boost your credibility, in turn allowing you to promote your company/product better.
- Build a loyal following independent of the company you’re working for (or if you own that company, create more positive sentiment towards it).
- Open doors to job, networking, and investment opportunities.
Chiangmai SEO conference founder Matt Diggity shares some excellent points in his Facebook post on the topic, too.


There’s no linear path to building your personal brand.
As a precursor to the below steps, let’s first talk about finding your “voice.”
Wes and Matt both emphasize the importance of staying true to yourself. That means not crafting an online persona of who you think you should be.
I try to write like how I sound in person. Talking and writing are different media, so you shouldn’t try to match the two in a literal sense, but you want to capture your overall spirit. For example, I have a hint of snark in my writing because that’s how I sound in person.
Matt echoes this sentiment:
How I talk on the internet is how I talk IRL. If I’m not having a f**king blast on my YouTube videos, I won’t do them. It has to be fun.
Keep this idea in mind as you go through the steps below.
Step 1: Position yourself
Think of yourself as a product: What are your strengths, obsessions, and areas of expertise?
If you’re well-versed in technical SEO or a seasoned entrepreneur, these might be your unique selling points.
From there, double down on something you would be excited to think, write, and talk about for years—because “it will likely take years to get to where you want to go,” says Wes.
As an (optional) next step, consider solidifying your position with a spiky POV—a term coined by Wes, and which she cautions should be used with care.
A spiky POV is not about a contrarian hot take for the sake of it. In 2023, social platforms are flooded with hot takes and generic advice. I think about respecting the intelligence of my audience and teaching them something they don’t already know. A true spiky POV is rooted in deep expertise, including recognizing the limitations and counterpoints of your idea. This builds your reputation as someone who is rigorous and worth the time to engage with.
Here’s a LinkedIn post by Wes that combines all of the above: a unique perspective backed by her personal experiences, with a takeaway for the audience too. In other words—a spiky, worthy POV.
Step 2: Start sharing publicly
You already knew this, but social media platforms are one of the best ways to get growth and build your name. It’s your chance to build your reputation in a public arena.
Wes, Amanda, and Matt each utilized a combination of online channels to promote their voice and content. It’s one of the first things you should do—because your content is really only as good as its reach.
This is the first thing I did to build a personal brand and authority in the SEO industry, and I still do it to this day…
Take an hour a week, go to SEO social media hangouts (SEO Facebook groups, Twitter, LinkedIn, etc) and go from top-to-bottom answering people’s questions.…
— Matt Diggity (@mattdiggityseo) September 27, 2023
This doesn’t mean cross-posting your content across more platforms than you can manage, of course.
Study where your target audience spends most of their time, then hone in on those platforms (ideally, stick to no more than 2-3).
In Matt’s case, his followers are primarily on Twitter, Facebook, and YouTube—and that’s where his SEO-led content thrives.


If creating whole posts from scratch seems daunting, start by commenting thoughtfully in relevant online communities. Obviously, do it with heart:
This is the first thing I did to build a personal brand and authority in the SEO industry, and I still do it to this day…
Take an hour a week, go to SEO social media hangouts (SEO Facebook groups, Twitter, LinkedIn, etc) and go from top-to-bottom answering people’s questions.…
— Matt Diggity (@mattdiggityseo) September 27, 2023
Here are some simple ways to start.
LinkedIn: Contribute to a collaborative article
You might have seen these articles floating around LinkedIn—perhaps even been invited to add your insights to them.
These blog posts are similar to Wikipedia pages: LinkedIn users build on each AI-generated article with their perspectives, and readers can choose to react to these additions or engage with the content.


Here’s an example of what a contribution looks like:


Reddit: Weigh in on discussions
- Go to a relevant subreddit, e.g. r/bigSEO
- Sort by “Top” and “This Week”
- Browse the questions or discussions and offer your two cents where relevant.


Ride on trending topics
Found an interesting insight on X or someplace else? Turn it into a poll, question, or post. (Be sure to also tag and credit the author!)
Bring it all together
If some of your responses or posts get traction, repurpose those answers into new content: a blog post, video, or series of social posts.
(PSST: Learn more about my process behind curating and repurposing content for Ahrefs’ X account.)
This segues into our next and final step:
Step 3: Double down on what works
By now, you should have an idea of which topics you’re most comfortable discussing at length—and what resonates most with your target audience.
You can further maximize your reach by doubling down on the things that have brought you success. Or, more specifically, by repurposing popular content in other formats and creating more content about similar things.
For instance, we turned this popular video on how to use ChatGPT for SEO into a Twitter thread and LinkedIn post—and later, a blog post.




Wes has also done this plenty with her “eaten the bear” analogy over the years. She first wrote about it in this 2019 blog post, rewrote it in 2023, and shares variations of the analogy on LinkedIn and X every few months.


Each time, these posts garner hundreds or thousands of likes
Too much backstory is one of the biggest killers of good stories.
Backstory scope creep is real. We’ve all been there: Long-winded, stream of conscious explanations—all in the name of “giving context.“
I’ve been guilty of it myself.
The solution?
Minimum viable backstory pic.twitter.com/XFe2wAJysg
— Wes Kao 🏛 (@wes_kao) October 3, 2023
Don’t let your success die there, though. You can find more content ideas that will resonate with your audience by doing some keyword research around your topic. Here’s how:
- Plug your target topic into Ahrefs’ Keywords Explorer
- Go to the Matching terms report
For example, if we enter “chatgpt seo,” we see that people are searching for ChatGPT prompts for SEO and ChatGPT SEO extensions:


Given how our audience is interested in ChatGPT and SEO, these would be great topics to create content about—whether that be social media posts, videos, blog posts, or something else.
If you don’t have a paid account with us, you can plug your topic into our free keyword generator tool to view related phrases/questions.
Extra tips to build your personal brand
We mentioned some of these in some shape or form earlier, but they’re worth expanding on.
Maintain human connections
Who are you without the people who consume your content? Engage consistently with your followers and others’ content. Human connections are worth their weight in gold when you’re trying to get your personal brand off the ground.
Maintain consistency across your social media profiles
This means using the same profile picture across all platforms, and a standardized bio so others can quickly get a sense of who you are and what you often post about.
Jack Appleby is a great example. The creator/consultant is behind Future Social, an independent social strategy newsletter with 56,000+ subscribers.
Notice how he maintains consistency on X and LinkedIn:




Ahrefs’ Tim Soulo further explains the importance of your profile picture in personal branding here:
Your profile pic is your “personal branding” tool. (duh!)
My journey so far:
2009 – “I have no idea what I’m doing;“
2014 – I want to stand out & be memorable;
2018 – I want to look provocative;
2020 – I want to look professional.I can expand this into a thread if you want 😉 pic.twitter.com/W7FtZTcYGO
— Tim Soulo 🇺🇦 (@timsoulo) September 14, 2020
Be yourself
Remember how Wes and Matt shared the importance of staying true to yourself? We couldn’t emphasize that enough.
Final thoughts
These steps aren’t exhaustive, obviously. To truly stand out online, Wes suggests having a combination of these things: social proof, good design sense, strong writing, interesting insights, and a track record of contribution.
As she puts it:
All these things will make people think, ‘This person knows their craft.’
Have a thought about this blog post? Ping me on X.
SEO
SEO Salary Survey 2023 [Industry Research]
![SEO Salary Survey 2023 [Industry Research] SEO Salary Survey 2023 [Industry Research]](https://articles.entireweb.com/wp-content/uploads/2023/11/SEO-Salary-Survey-2023-Industry-Research.jpg)
Editor’s note
Here are the top takeaways:
- The median annual salary for SEOs we polled was $49,211
- The highest annual salary we polled was $229,652
- To earn the higher salaries in SEO you need be a technical SEO expert—Heads of SEO, SEO Directors and SEO Leads all said that their main specialization was technical SEO
- Only 5.4% of respondents learned SEO through a course—most learned on the job (52.3%) or by themselves (42.3%)
- 36.9% described themselves as content specialists, 30.6% described themselves as technical specialists, 6.3% described themselves as specializing in link-building
- 49.5% of respondents worked in SEO agencies, 42.3% in-house and 8.2% were self-employed
- Most respondents (28.8%) worked in companies that had 11-50 people
- The average SEO experience of our respondents was 6.9 years
- Self-employed SEOs earned the most on average ($60,232k)—the median annual salary for in-house roles was slightly lower at $56,789, and agency SEOs had the lowest median annual salary at $44,169
There were also a few surprises:
- Few SEOs in our survey said that they specialized in link building compared to technical and content. This is despite the fact that links are still one of the most important Google ranking factors.
- The average level of experience between SEO Directors and Head of SEO is not that different—10.4 years for a SEO Director and 10.6 years for a Head of SEO—but the salary difference between the roles was ~$11,552—quite substantial.
Overview
Role | Median annual salary ($USD) | Average experience (years) | Main specialization | Main work location |
---|---|---|---|---|
Head of SEO | $92,988 | 10.6 | Technical SEO | Agency and in-house |
SEO Director | $81,436 | 10.4 | Technical SEO | Agency and in-house |
SEO Lead | $38,289 | 7.4 | Technical SEO | Agency |
SEO Specialist | $49,229 | 5.8 | Content | In-house |
SEO Account Manager | $43,850 | 4.2 | Content | Agency |
SEO Consultant | $49,240 | 6 | All-rounder | Agency |
SEO Executive | $31,956 | 3 | All-rounder | Agency |
SEO Analyst | $56,393 | 5 | All-rounder | In-house |
Here’s how annual salaries broke down across our respondents:
According to the SEOs we polled, most of them learned SEO on the job or were self-taught.
![SEO Salary Survey 2023 [Industry Research] Chart displaying how individuals learned SEO.](https://articles.entireweb.com/wp-content/uploads/2023/11/1701228375_87_SEO-Salary-Survey-2023-Industry-Research.png)
![SEO Salary Survey 2023 [Industry Research] Chart displaying how individuals learned SEO.](https://articles.entireweb.com/wp-content/uploads/2023/11/1701228375_87_SEO-Salary-Survey-2023-Industry-Research.png)
Most of our respondents had a couple of years of experience under their belts. The amount of experience Head of SEOs had versus SEO Directors was not that different, at around 10 years.
![SEO Salary Survey 2023 [Industry Research] Average level of experience by role](https://articles.entireweb.com/wp-content/uploads/2023/11/1701228375_647_SEO-Salary-Survey-2023-Industry-Research.png)
![SEO Salary Survey 2023 [Industry Research] Average level of experience by role](https://articles.entireweb.com/wp-content/uploads/2023/11/1701228375_647_SEO-Salary-Survey-2023-Industry-Research.png)
- Across all respondents, the average experience was 6.9 years
- For Head of SEO, the average experience was 10.6 years
- For SEO Director, the average experience was 10.4 years
- For SEO Lead, the average experience was 7.4 years
- For SEO Account Manager, the average experience was 4.2 years
- For SEO Consultant, the average experience was 6 years
- For SEO Executive, the average experience was 3 years
- For SEO Analyst, the average experience was 5 years
Technical and Content were the two top skills that SEOs we surveyed specialized in.
![SEO Salary Survey 2023 [Industry Research] Areas of SEO specialization](https://articles.entireweb.com/wp-content/uploads/2023/11/1701228375_745_SEO-Salary-Survey-2023-Industry-Research.png)
![SEO Salary Survey 2023 [Industry Research] Areas of SEO specialization](https://articles.entireweb.com/wp-content/uploads/2023/11/1701228375_745_SEO-Salary-Survey-2023-Industry-Research.png)
The proportion of SEOs that said they specialized in links was much lower despite links being a major ranking factor.
Our survey showed an almost 50/50 split between the UK and Europe. 48.6% of respondents were from the UK—perhaps not surprising given that BrightonSEO is based in the UK.
![SEO Salary Survey 2023 [Industry Research] Chart of countries SEOs are from](https://articles.entireweb.com/wp-content/uploads/2023/11/1701228375_949_SEO-Salary-Survey-2023-Industry-Research.png)
![SEO Salary Survey 2023 [Industry Research] Chart of countries SEOs are from](https://articles.entireweb.com/wp-content/uploads/2023/11/1701228375_949_SEO-Salary-Survey-2023-Industry-Research.png)
Most of the respondents we spoke to worked in agencies or in-house. It does mean, however, that our salary data was mainly focused on these two employment types.
![SEO Salary Survey 2023 [Industry Research] Chart listing where SEOs work](https://articles.entireweb.com/wp-content/uploads/2023/11/1701228375_779_SEO-Salary-Survey-2023-Industry-Research.png)
![SEO Salary Survey 2023 [Industry Research] Chart listing where SEOs work](https://articles.entireweb.com/wp-content/uploads/2023/11/1701228375_779_SEO-Salary-Survey-2023-Industry-Research.png)
Across all respondents, the most common company size was 11-50. A large proportion of SEOs also worked for substantially larger companies that had over 1000 employees.
![SEO Salary Survey 2023 [Industry Research] Number of people in the company](https://articles.entireweb.com/wp-content/uploads/2023/11/1701228375_772_SEO-Salary-Survey-2023-Industry-Research.png)
![SEO Salary Survey 2023 [Industry Research] Number of people in the company](https://articles.entireweb.com/wp-content/uploads/2023/11/1701228375_772_SEO-Salary-Survey-2023-Industry-Research.png)
Here’s the full breakdown of each role.
Head of SEO salary
It’s probably not too much of a surprise that the Head of SEO role was our highest-paying SEO role surveyed. What’s more of a surprise was the variation in salary—our survey showed that a Head of SEO can earn anything from ~$25k to ~$229k.
Average experience
According to our survey, a Head of SEO has ~10.6 years of experience.
Type of company
46.7% of respondents worked for an agency, and 46.7% worked in-house. 6.7% were self-employed.
Education
66.7% of respondents said they were self-taught, 26.7% said they’d learned on the job, and 6.7% said that they had learned SEO from a course.
Specialization
40% said that they specialized in technical SEO, 33.3% in Content, and 13.3% said they were a generalist. The remaining 13.4% said they focused on people management.
This is surprising, as it implies that 73.3% of people in Head of SEO roles are actively providing SEO services for their clients rather than focusing on managing a team.
Company size
There were two company sizes that were most popular for Head of SEOs to work in. 40% of respondents said they worked in companies with 11-50 people, and 20% said they worked in companies with over 1001 people.
Location
40% of respondents were from the UK, 13.3% were from the Netherlands, and the remainder were from mainland Europe.
SEO Director salary
The salary variation wasn’t quite as extreme for SEO Directors, but salaries ranged from ~$42k to ~$121k—still quite a difference.
![SEO Salary Survey 2023 [Industry Research] SEO Director salary](https://articles.entireweb.com/wp-content/uploads/2023/11/1701228375_970_SEO-Salary-Survey-2023-Industry-Research.png)
![SEO Salary Survey 2023 [Industry Research] SEO Director salary](https://articles.entireweb.com/wp-content/uploads/2023/11/1701228375_970_SEO-Salary-Survey-2023-Industry-Research.png)
Average experience
SEO Directors in our survey had 10.4 years of experience on average.
Type of company
There was a 50/50 split between SEO Directors’ backgrounds, with 50% from agency and 50% from in-house
Education
62.5% of SEO Directors described themselves as self-taught, and 37.5% said that they learned SEO on the job.
Specialization
75% of them specialized in technical SEO, whilst 25% described themselves as generalists or Other.
Company size
According to our survey, SEO Directors typically work in medium to large companies. 25% said that they worked in companies that had over 1000 people, and 25% said they worked in companies that had 51-100 employees.
Location
Most SEO Directors we surveyed were from the UK (62.5%). The rest were equal splits between India, the U.S., and Germany (12.5%).
SEO Lead salary
SEO Leads typically have a lot of experience, but our survey shows that they only earn slightly more on average than SEO Specialists.
![SEO Salary Survey 2023 [Industry Research] SEO Lead salary](https://articles.entireweb.com/wp-content/uploads/2023/11/1701228376_68_SEO-Salary-Survey-2023-Industry-Research.png)
![SEO Salary Survey 2023 [Industry Research] SEO Lead salary](https://articles.entireweb.com/wp-content/uploads/2023/11/1701228376_68_SEO-Salary-Survey-2023-Industry-Research.png)
Average experience
SEO Leads in our survey had 7.4 years of experience on average.
Type of company
50% of SEO Leads came from an agency background, 41.7% came from in-house, and 8.3% were self-employed.
Education
69.2% learned on the job, 23.1% were self-taught, and 7.7% learned SEO through a course.
Specialization
30.8% of SEO Leads specialized in technical SEO, 23% specialized in content, and 23.1% specialized in links. 15.4% described themselves as generalists. The remaining 7.7% described themselves as specializing in SEO strategy.
Company size
46.2% worked in companies that had 1001+ people, and the remaining 53.8% worked in smaller companies.
Location
23.1% of SEO Leads came from the UK, with the remainder coming from the Netherlands, Italy, and Sweden (15.4% each) and 30.7% from other European countries.
SEO Specialist salary
SEO Specialists we surveyed had around 5-6 years of experience, but they typically got paid better than SEO Leads. Based on my experience, this may be due to in-house roles paying better than agency roles in the UK.
![SEO Salary Survey 2023 [Industry Research] SEO Specialist salary](https://articles.entireweb.com/wp-content/uploads/2023/11/1701228376_734_SEO-Salary-Survey-2023-Industry-Research.png)
![SEO Salary Survey 2023 [Industry Research] SEO Specialist salary](https://articles.entireweb.com/wp-content/uploads/2023/11/1701228376_734_SEO-Salary-Survey-2023-Industry-Research.png)
Average experience
SEO Specialists in our survey had an average of 5.8 years of experience.
Type of company
41.2% of SEO Specialists came from an agency background, while 58.8% said that they were from an in-house background.
Education
58.8% of SEO Specialists said that they had learned SEO on the job, 35.3% said that they were self-taught, and 5.9% said that they had learned SEO through a course.
Specialization
52.9% of SEO Specialists specialized in content, 29.4% focused on technical, 11.8% described themselves as all-rounders, and 5.9% described specialized in links.
Company size
41.2% of SEO Specialists said that they worked in companies that had 11-50 people. Only 17.6% of respondents said that they worked in companies that had 1001+ people. 23.6% said they worked in companies between 51-500 people. The remaining 17.6% worked in smaller companies with less than 10 people.
Location
23.5% of SEO Specialists said that they were from the UK, with the remainder from Europe.
SEO Account Manager salary
SEO Account Managers in our survey were one of the most consistent salary bands earning between ~$40k and ~$55k.
![SEO Salary Survey 2023 [Industry Research] SEO Account Manager salary](https://articles.entireweb.com/wp-content/uploads/2023/11/1701228376_314_SEO-Salary-Survey-2023-Industry-Research.png)
![SEO Salary Survey 2023 [Industry Research] SEO Account Manager salary](https://articles.entireweb.com/wp-content/uploads/2023/11/1701228376_314_SEO-Salary-Survey-2023-Industry-Research.png)
Average experience
SEO Account managers in our survey had 4.2 years of experience on average.
Type of company
85.7% of respondents worked for an agency, and 14.3% worked in-house.
Education
71.4% of respondents said they learned SEO on the job, and 28.6% said they were self-taught.
Specialization
42.9% said that they specialized in content, 28.6% described themselves as an all-rounder, 14.3% said they were technical SEO, and the remaining 14.2% said they specialized in links.
Company size
42.9% of respondents said they worked in companies with 11-50 people, and 28.6% said they worked in companies with over 1001 people. The remaining 28.6% was split equally between people who worked in companies with between 2-11 people or 51-100 people.
Location
85.7% of respondents were from the UK, and 14.3% of the remainder were from Europe.
SEO Consultant salary
SEO Consultants we surveyed earned up to ~$87k, which was lower than I was expecting—because our SEO pricing post suggested that SEO consultants charge between $100-150 per hour.
But as the data is UK-focused, the likely reason for this is the £85k VAT tax threshold.
![SEO Salary Survey 2023 [Industry Research] SEO Consultant salary](https://articles.entireweb.com/wp-content/uploads/2023/11/1701228376_411_SEO-Salary-Survey-2023-Industry-Research.png)
![SEO Salary Survey 2023 [Industry Research] SEO Consultant salary](https://articles.entireweb.com/wp-content/uploads/2023/11/1701228376_411_SEO-Salary-Survey-2023-Industry-Research.png)
Average experience
SEO Consultants in our survey had 6 years of experience on average.
Type of company
63.3% of respondents worked for an agency, and 36.7% worked in-house.
Education
45.5% of respondents said they were self-taught, 36.4% said they’d learned on the job, and 9.1% said that they had learned SEO from a course. The remaining 9% said they’d learned from other ways.
Specialization
27.3% said that they specialized in technical SEO, 27.3% in content, and 27.3% said they were a generalist. The remaining 18.1% said they focused on management and strategy.
Company size
SEO Consultants typically worked on their own or in smaller agencies according to our survey — 36.4% of respondents said they worked on their own, and 27.3% said they worked in companies with 51-100 people. The remaining 36.3% said they worked in companies with between 2-50 people.
Location
36.4% of respondents were from the UK, 27.3% were from the Netherlands, and the remaining 36.3% were from Europe.
SEO Executive salary
![SEO Salary Survey 2023 [Industry Research] SEO Executive salary](https://articles.entireweb.com/wp-content/uploads/2023/11/1701228376_756_SEO-Salary-Survey-2023-Industry-Research.png)
![SEO Salary Survey 2023 [Industry Research] SEO Executive salary](https://articles.entireweb.com/wp-content/uploads/2023/11/1701228376_756_SEO-Salary-Survey-2023-Industry-Research.png)
Average experience
SEO Executives in our survey had 3 years of experience on average.
Type of company
80% of respondents worked for an agency, and 20% worked in-house.
Education
80% of respondents said they were self-taught, and 20% said they’d learned SEO from a course.
Specialization
40% said that they specialized in technical SEO, 20% in Content, and 40% said they were a generalist.
Company size
80% of respondents said they worked in companies with 11-50 people, and 20% said they worked in companies with 1001 or more people.
Location
80% of respondents were from the UK, and 20% were from Belgium.
SEO Analyst salary
SEO Analysts typically had a few more years of experience than SEO Executives, but it looks like they earned roughly the same as them.
![SEO Salary Survey 2023 [Industry Research] SEO Analyst salary](https://articles.entireweb.com/wp-content/uploads/2023/11/1701228376_108_SEO-Salary-Survey-2023-Industry-Research.png)
![SEO Salary Survey 2023 [Industry Research] SEO Analyst salary](https://articles.entireweb.com/wp-content/uploads/2023/11/1701228376_108_SEO-Salary-Survey-2023-Industry-Research.png)
Average experience
SEO Analysts in our survey had 5 years of experience on average.
Type of company
33.3% of respondents worked for an agency, and 66.7% worked In-house.
Education
33.3% of respondents said they were self-taught, and 66.7% said they’d learned on the job.
Specialization
33.3% said that they specialized in technical SEO, 33.3% in Content, and 33.3% said they specialized in News SEO.
Company size
33.3% of respondents said they worked in companies with 101-200 people, and 66.7% said they worked in companies with over 201 people.
Location
SEO Analysts came from a range of locations 33% of respondents were from Portugal, 33.3% were from Brazil, and the remainder were from Serbia.
Sidenote.
We didn’t get many respondents for the SEO Analyst role—so take these results with a pinch of salt.
Final thoughts
SEO salaries aren’t often discussed in detail within the industry, so getting a snapshot of their current state from one of the biggest SEO conferences in the UK was insightful.
For our next salary survey, we’ll be opening it up to all SEOs. If you’d like to take part—you can enter here.
Got questions? Ping me on X (formerly known as Twitter)
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