For those that might not be away, SEMPO recently undertook a SEM salary survey to benchmark salaries for professionals in this growing niche: http://www.sempo.org/news/releases/01-10-08. Whilst the focus was understandably on the USA marketplace and on in-house SEM, I feel that the content is useful no matter where you work. – UK or USA, agency or client side….

What it doesn’t really convey though, is the sometimes delicate issue of setting your own salary expectations.

IMHO, we don’t set our salaries, neither do our employers… This might seem a silly statement but our salaries tend to be determined by a more faceless and ubiquitous source otherwise known as “The Market”. Playing to the basic whims of supply and demand, this is a salary range that ebbs and flows just as surely as the tide at our shores.

To play the game effectively and to ensure that you achieve the best salary you can, it is important to temper these reports with some realism…. I have spoken to SEO’s with 6-12months experience who feel that they can demand £30k a year purely on the basis that their skills are in high demand… Sure…. They might get lucky but in my experience, these guys and gals are still looking for work 6months later but with a more realistic salary expectation…. Better to get it right first time and give yourself a wider pick of the opportunities that are out there.

To this end, research is paramount….. Spend as much time on this as you do on keyword analysis and you’ll never go far wrong… Scan the leading job boards and see what is available in your experience level however remember that, in the UK at least, age discrimination legislation now stops advertising stating “x years” experience…

Speak to leading recruiters and agencies… As they work on a commission basis that will want to secure a decent salary for you but won’t want to price you out of the market… You may not like what they have to say but sometimes tough love is the best type of love to give….. Take the advice on the chin, reflect on it and move forward.

Be realistic but push for the best deal you can…. None of us are charities and all go to work to earn money – strive to get as much as you can for the skill level that you have. Remember though, not to be too greedy…. Armed with confidence, realism and an appreciation of “The Market”, the bigger salaries will come as your experience and expertise grows.