#231 Operational Conversion Unit
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Canberra T4 WJ879 'BH' 231 Operational Conversion Unit by Mark McEwan Via Flickr: 25 March 1992, RAF Leuchars Not the greatest of print scans I'm afraid, taken on a Practica MTL-50 with a Pentacon 135mm lens in poor light, but it's the only shot I have of a Canberra wearing 231 OCU markings.
#English Electric#Canberra#Canberra T4#WJ879#231 OCU#231 Operational Conversion Unit#RAF#Royal Air Force#Military#RAF Leuchars#Leuchars#Aviation#Aircraft#Airplane
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English Electric Canberra T.4 ‘WH846’ by Alan Wilson Via Flickr: c/n 71290 Built in 1954 and used in the training role by 231 Operational Conversion Unit, 3 Squadron at RAF Geilenkirchen, the Laarbruch Station Flight and finally with 100 Squadron at RAF Wyton. She was stored at RAF St Athan in 1977 and then sold to British Aerospace in January 1982. She moved to Salmesbury but remained in store there until transported by road to the museum at Elvington in May 1988. Yorkshire Air Museum Elvington, North Yorkshire, UK. 1st September 2020
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14th February >> (@Zenitenglish By Deborah Castellano Lubov) #PopeFrancis #Pope Francis ‘We Must Rediscover the Reality of the Sacred Liturgy,’ Pope Francis Appeals.
Pope Francis Tells Plenary of the Congregation for Divine Worship and the Discipline of the Sacraments That Liturgy Is ‘Roadmap’ Through Which All Christian Life Passes
‘We Must Rediscover the Reality of the Sacred Liturgy,’ Pope Francis Appeals
Pope Tells Plenary of the Congregation for Divine Worship and the Discipline of the Sacraments That Liturgy Is ‘Roadmap’ Through Which All Christian Life Passes
We must rediscover the reality of the sacred liturgy, and not reduce it.
Pope Francis underscored this when speaking to the Plenary of the Congregation for Divine Worship and the Discipline of the Sacraments in the Vatican today, Feb. 14, 2019.
Before this audience, the Pope met with participants in the Assembly of the International Fund for Agricultural Development (IFAD) at the premises of the UN’s Food and Agriculture Organization in central Rome.
“The starting point,” he told those participating at the plenary, “is instead to recognize the reality of the sacred liturgy, a living treasure that can not be reduced to tastes, recipes and currents, but which should be welcomed with docility and promoted with love, as irreplaceable nourishment for the organic growth of the People of God.”
“The liturgy is not “the field of do-it-yourself”, but the epiphany of ecclesial communion.” For this reason, “we”, and not “I”, resounds in prayers and gestures.
“When we look back to nostalgic past tendencies or wish to impose them again, there is the risk of placing the part before the whole, the “I” before the People of God, the abstract before the concrete, ideology before communion and, fundamentally, the worldly before the spiritual.”
Speaking of formation, he urged them to never forget that first of all, that the liturgy is life that forms, not an idea to be learned. “The liturgy,” he reminded, “is in fact the main road through which Christian life passes through every phase of its growth.”
Pope Francis concluded, reminding: “we are all called to deepen and revive our liturgical formation.”
“You therefore,” he said, “have before you a great and beautiful task: to work so that the People of God may rediscover the beauty of meeting the Lord in the celebration of His mysteries and, by meeting Him, have life in His name.”
Here is the Vatican-provided text of his address:
***
Cardinals,
dear brothers in the episcopate and in the priesthood,
dear brothers and sisters!
I am pleased to meet you on the occasion of your Plenary Assembly. I thank the Cardinal Prefect for the words he has addressed to me and I greet you all, members, collaborators and consultors of the Congregation for Divine Worship and the Discipline of the Sacraments.
This Plenary comes at a significant time. Fifty years have passed since, on 8 May 1969, Saint Paul VI wished to establish the then Congregatio pro Cultu Divino, in order to give shape to the renewal desired by Vatican Council II. It was a matter of publishing the liturgical books according to the criteria and decisions of the Council Fathers, with a view to fostering, in the People of God, “active, conscious and pious” participation in the mysteries of Christ (cf. Constitution Sacrosanctum Concilium, 48). The praying tradition of the Church needed renewed expressions, without losing anything of its millennial wealth, even rediscovering the treasures of its origins. In the first months of that year the first fruits of the reform accomplished by the Apostolic See flourished for the benefit of the People of God. On precisely this date the Motu proprio Mysterii paschalis was promulgated regarding the Roman calendar and the liturgical year (14 February 1969); then, the important Apostolic Constitution Missale Romanum (3 April 1969), with which the Holy Pope promulgated the Roman Missal. In the same year the Ordo Missae and various other Ordo were issued, including those relating to the baptism of the children, marriage and funerals. They were the first steps of a journey, to be continued with wise constancy.
We know that it is not enough to change the liturgical books to improve the quality of the liturgy. To do this alone would be a deception. For life to be truly a praise pleasing to God, it is indeed necessary to change the heart. Christian conversion is oriented to this conversion, which is an encounter of life with the “God of the living” (Mt 22: 32). This is also the purpose of your work today, aimed at helping the Pope to carry out his ministry for the benefit of the Church in prayer all over the earth. In ecclesial communion both the Apostolic See and the Bishops’ Conferences operate in a spirit of cooperation, dialogue and synodality. In fact, the Holy See does not replace the bishops, but works with them to serve, in the richness of the various languages and cultures, the prayerful vocation of the Church in the world. The Motu proprio Magnum principium (3 September 2017) follows in this line; in it, I intended to promote, among other things, the need for “a constant collaboration filled with mutual trust, vigilant and creative, between the Episcopal Conferences and the dicastery of the Apostolic See which performs the task of promoting the sacred liturgy”. The hope is to continue on the path of mutual collaboration, aware of the responsibilities involved in ecclesial communion, in which unity and variety are united. It is a question of harmony.
Here we find also the challenge of formation, the specific object of your reflection. Speaking of formation, we can not forget, first of all, that the liturgy is life that forms, not an idea to be learned. It is useful in this regard to remember that reality is more important than the idea (see Apostolic Exhortation Evangelii gaudium, 231-233). And it is good therefore, in the liturgy as in other areas of ecclesial life, not to end up favouring sterile ideological polarizations, which often arise when, considering our own ideas valid for all contexts, we tend to adopt an attitude of perennial dialectic towards who does not share them. Thus, starting perhaps from the desire to react to some insecurities in the current context, we risk then falling back into a past that no longer exists or of escaping into a presumed future. The starting point is instead to recognize the reality of the sacred liturgy, a living treasure that can not be reduced to tastes, recipes and currents, but which should be welcomed with docility and promoted with love, as irreplaceable nourishment for the organic growth of the People of God. The liturgy is not “the field of do-it-yourself”, but the epiphany of ecclesial communion. Therefore, “we”, and not “I”, resounds in prayers and gestures; the real community, not the ideal subject. When we look back to nostalgic past tendencies or wish to impose them again, there is the risk of placing the part before the whole, the “I” before the People of God, the abstract before the concrete, ideology before communion and, fundamentally, the worldly before the spiritual.
In this sense, the title of your assembly is valuable: The liturgical formation of the People of God. The task that awaits us is indeed essentially that of spreading among the People of God the splendour of the living mystery of the Lord, Who makes Himself manifest in the liturgy. Speaking of liturgical formation in the People of God means first and foremost being aware of the indispensable role the liturgy holds in the Church and for the Church. And then, concretely helping the People of God to interiorize better the prayer of the Church, to love it as an experience of encounter with the Lord and with brothers who, in the light of this, rediscover its content and observe its rites.
Since the liturgy is an experience extended to the conversion of life through the assimilation of the Lord’s way of thinking and behaving, liturgical formation can not be limited to simply offering knowledge – this is a mistake – though necessary, on liturgical books, nor even to protect the dutiful fulfilment of the ritual disciplines. In order for the liturgy to fulfil its formative and transforming function, it is necessary that the pastors and the laity be introduced to their meaning and symbolic language, including art, song and music in the service of the mystery celebrated, even silence. The Catechism of the Catholic Church itself adopts the mystagogical way to illustrate the liturgy, valuing its prayers and signs. Mystagogy: this is a suitable way to enter the mystery of the liturgy, in the living encounter with the crucified and risen Lord. Mystagogy means discovering the new life we have received in the People of God through the Sacraments, and continually rediscovering the beauty of renewing it.
Regarding the stages of formation, we know from experience that, in addition to the initial phase, it is necessary to cultivate the ongoing formation of the clergy and laity, especially those who are involved in the ministries serving the liturgy. Formation not once, but continuing. As for the ordained ministers, also in view of a healthy ars celebrandi, the Council’s appeal is valid: “A prime need, therefore, is that attention be directed, first of all, to the liturgical instruction of the clergy” (Apostolic Constitution Sacrosanctum Concilium, 14). First of all. The educational responsibilities are shared, even if the individual dioceses are more closely involved in the operational phase. Your reflection will help the dicastery to develop guidelines and indications to offer, in a spirit of service, to those – episcopal conferences, dioceses, training institutes, journals – who have the responsibility of taking care of and accompanying the liturgical formation of the People of God.
Dear brothers and sisters, we are all called to deepen and revive our liturgical formation. The liturgy is in fact the main road through which Christian life passes through every phase of its growth. You therefore have before you a great and beautiful task: to work so that the People of God may rediscover the beauty of meeting the Lord in the celebration of His mysteries and, by meeting Him, have life in His name. I thank you for your efforts and I bless you, asking you to always reserve for me a place – a large one! – in your prayer.
[Vatican-provided text]
14th FEBRUARY 2019 16:37PAPAL TEXTS, POPE AND HOLY SEE
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Starting Nine: Revel in a generational moment in Atlanta sports
New Post has been published on https://tattlepress.com/sports/starting-nine-revel-in-a-generational-moment-in-atlanta-sports/
Starting Nine: Revel in a generational moment in Atlanta sports
Give Freddie Freeman this: the man knows how to celebrate a spot in the All-Star Game.
Back in 2013, the night of the announcement of his first election, when he beat out the Dodgers’ Yasiel Puig in the Final Vote — in the days when “Will Hug for Votes” T-shirts were all the rage — he followed it up with a three-hit, four-RBI night in a Braves’ win.
Thursday, a mere hour and a half after he was announced as the National League starter at first base for the third straight time, Freeman did it again, beating out an infield hit to deliver a 4-3 walk-off win over the Mets. That victory moved the Braves within two games of .500 with six against the Marlins and three vs. the Pirates remaining until the break.
There’s a heavy All-Star flavor as we dive into this week’s Starting Nine, but first, a nod to something special that’s happening in Atlanta, both on the diamond and the hardwood.
1. Revel in a generational moment in Atlanta sports
Travel back 36 years into Atlanta past, when the Braves’ Dale Murphy was the All-Star game’s leading vote-getter and Hawks’ Dominique Wilkins was prepping for a season in which he’d lead the NBA in scoring (30.3 points per game) in an All-Star season of his own that would end with a trip to the Eastern Conference finals.
It was a time capsule moment in the city’s sports history — and it’s happening again.
In Ronald Acuña Jr. — who lead all National League players in voting in this year’s All-Star balloting (2,510,041), en route to a Phase 2 win that gave him his second straight Midsummer Classic start — and Trae Young — whose ascension to the NBA’s upper crust has put the Hawks one step away from the NBA Finals, and Atlanta is basking in the glow of two captivating young stars.
While All-Star votes aren’t the definitive measuring stick of how beloved a player is — and we’ve seen a fanbase or two stuff the ballot box (ahem, Royals) a time or two — the Braves have had the top vote-getter just four other times with Hank Aaron in 1970 and ‘71, Murphy in ‘85 and Freddie Freeman in 2018. As beloved as Chipper Jones was, he never led the league in voting, and with the pitchers’ selections not up for fan vote, you can’t put the same ruler up to the popularity of the Big Three of Tom Glavine, Greg Maddux and John Smoltz.
By the time Chipper reached the majors, the Hawks had long shipped Wilkins out of town and in Jones’ entire run with the Braves, the Hawks never had a player rank in the top 20 in Player Efficiency Rating. Now, when Chipper was averaging 4.9 fWAR from 2002-05, he and the rest of Atlanta were operating in the shadow of Michael Vick amid his three Pro Bowl seasons with the Falcons, which included the then-22-year-old quarterback silencing Lambeau Field in ‘02. It may be the closest thing post-Murphy/Wilkins, and you can throw Freeman and the Falcons’ Matt Ryan/Atlanta United’s Josef Martinez in the mix, but when were any of their stars on the same level from the national perspective at the exact same time?
The idiosyncrasy of this summer is that we’re seeing the NBA’s shortened and delayed season stretch the playoffs into July, creating this opportunity for Young’s rise from fantastic watch to superstar level coinciding with Acuña leaving no doubt he’s in the conversation for best player in the game.
The embarrassment-of-riches factor of it all, is that this may be just the beginning. Young, after all, is just 22, less than a year Acuña’s junior. When Wilkins was dueling Michael Jordan in the dunk contest, Murphy was fading into a below-league average hitter. We may not have seen the heights of either of today’s stars.
Regardless, revel in the moment, Atlanta. Revel in the love fans in and outside the city are heaping on Acuña, and where Young’s rise has lifted the Hawks. Here, it only seems to come once every couple of generations.
2. Albies may have lost All-Star starter vote, but he’s still winning
The Braves will have two starters in Coors Field for the All-Star Game with Acuña and Freddie Freeman, but Ozzie Albies will have to wait until Sunday’s reserve announcement to see if he joins them. He was beaten out by the Pirates’ Adam Frazier, who claimed the start with 47 percent of the vote, but this was anything but an upset. While Albies has 43 extra-base hits to Frazier’s 32, and a slightly higher fWAR (2.6 to 2.5), Frazier has the better wRC+ (141 to 129) and among NL second basemen with at least 330 plate appearances he’s first in average (.327), on-base percentage (.395) and second in slugging (.471). But let’s not turn this into a debate over who should be starting at second for the NL. Albies is likely to still get a trip to Denver and is still basking in the afterglow of driving in seven with two homers as part of a five-hit performance in Wednesday’s 20-2 rout of the Mets. Albies became just the second Braves player with five hits, two homers and seven RBI, joining Joe Adcock in 1954 and is on pace for 89 extra-base hits in all, with 31 home runs and 48 doubles. Just six second baseman have had 30 or more homers and at least 40 doubles in a season, the last coming in 2012 with Robinson Cano, and it’s been done eight times in the last 20 years. He’s often lost in the shadow of Acuña (you did just make it through 500-plus words on his friend’s level of stardom) and Freeman, and last year’s injury-hampered 0.6 fWAR season may have skewed the perception outside of Atlanta but let this scorching first half of 129 wRC+ be a reminder of how bright his star is shining, All-Star starter or not. Since he broke into the league in 2017, Albies has been doing the extra-base hit thing better than any second baseman with 218. Only 75 players have had more extra-base hits in their first 500 games, and the only Braves with more are Eddie Mathews (236), Hank Aaron (233) and Wally Berger (231).
3. Freeman and the All-Star company he now keeps
Freddie Freeman is headed to the All-Star game as a starter for the third straight season, claiming 48 percent of the vote to beat out the Dodgers’ Max Muncy. He now finds himself in some extremely elite company in franchise history. He’ll become just the fifth Brave to start in at least three straight, following Wally Berger (1933-35), Hank Aaron (1957-60 and 1965-74), Eddie Mathews (1959-61) and Dale Murphy (1982-86). We’ve come a long way since eight years ago and that aforementioned Final Vote win, when Freeman set a record with 19.7 million votes (4.1 million votes ahead of the previous mark). That Freeman is the starter despite Muncy’s 3.2 fWAR being double that of Freeman speaks to either the power of the Atlanta fan base or the first baseman’s MVP resume, depending on your vantage point. But Freeman has carved out a place in Braves history at what is routinely one of the deepest positions in both leagues.
4. Austin Riley: The All-Star Case
His breakout season has been All-Star worthy, as he ranks third at the position in the NL with 126 wRC+, but is it enough to beat out the two guys ahead of him for the roster spot? The Cardinals’ Nolan Arenado, the league-leader at the position in fWAR (2.3) gets the start, while the Dodgers’ Justin Turner (140) and Cubs’ Kris Bryant (131) are 1-2 in wRC+. That accounts for the three players that made it to Phase 2 of the voting. Then there’s the Padres’ Manny Machado, who is nearly a full win over Riley’s 1.2 fWAR and tops the position with 4.7 defensive runs above average. Hitting a two-run home run off the Mets’ Jacob deGrom — just the fourth the MVP/Cy Young candidate has yielded this season — was a nice touch, but Riley’s best bet was hoping that Braves fans could force his way in via the ballot box. That didn’t happen, and he’s likely on the outside looking in.
5. Luke Jackson: The All-Star Case
We got into this a bit last week, but it’s worth digging back ahead of Sunday’s reveal. The biggest problem facing Luke Jackson aren’t his numbers — his 1.88 ERA is in the top 13 and he’s stranding a higher percentage of runners (98.7 percent) of any NL reliever — it’s the competition and the roster rules. Among the 12 pitcher spots, the starters have their no-brainers with likely game starter Jacob deGrom (Mets), Yu Darvish (Padres), Kevin Gausmanm (Giants), Dodgers’ Walker Buehler and Clayton Kershaw, Max Scherzer (Nationals), Zack Wheeler (Phillies) and Brandon Woodruff (Brewers) and you can expect to see Mark Melancon (Padres), Craig Kimbrel (Cubs) and Josh Hader (Brewers) among the relievers. If just one spot is up for debate, the Cardinals’ Alex Reyes (0.96 ERA and 20 saves) has a better resume, as does the Mets’ Edwin Diaz (11.65 K/9 and 10 saves) and Kenley Jansen (Dodgers) a bigger name, even if he is walking 5.51 per nine. Frazier getting the start at second could mean Richard Rodriguez (1.78 ERA and 10 saves) is no longer an option to take the Pirates’ guaranteed roster spot, but it’s tough to find a path for Jackson. There’s no longer shot among Braves, though Jackson’s turnaround after a 6.84 ERA 2020 has been one of the few bright spots on one of the NL’s worst bullpens.
6. Michael Harris II’s star just keeps rising
The Futures Game roster is absolutely loaded. The Orioles’ Adley Rutschman, Tigers’ Spencer Torkelson, Mariners’ Jarred Kelenic, Royals’ Bobby Witt Jr. and the Yankees’ 18-year-old Jasson Dominguez are among the headlines of the 50 players selected to appear July 11 at Coors Field, and the Braves will be well represented too. Drew Waters, the franchise’s second-ranked prospect, is a no-brainer to earn a selection as the latest tools-laden outfielder the Braves have put on direct path to a spot in Atlanta, but Michael Harris II’s rise in making this roster has been simply astounding. The third-round pick in 2019 opened this season as Atlanta’s 10th-ranked prospect per MLB Pipeline has been blistering A-ball pitching with a .320/.341/.477 slash line, five home runs and 12 doubles with 11 stolen bases and a 123 wRC+ in 43 games. The season-opening prospect rankings are laughable, and with Harris getting this kind of nod, it wouldn’t be at all surprising to see his name rise way up when the prospect lists are updated in the coming weeks (in 2019, MLB Pipeline did its complete re-rank in July), likely making the top 100 and pushing Shea Langeliers for a top-three spot along with Waters and Cristian Pache. Harris has been generating tons of buzz since raking in spring training, and it doesn’t show any chance of slowing down with the Futures Game spotlight.
7. Happy anniversary to the Greatest Game Ever Pitched
This is not, I repeat not, a “get off my lawn” moment. It’s just that dialing it back a notable pitching duel that went down on this date in baseball history is a reminder of something we may never see again as Braves great Warren Spahn and the Giants’ Juan Marichal both threw 15 scoreless innings in 1963 before Willie Mayes hit a homer off Spahn in the 16th inning to give San Francisco a 1-0 victory. It’s pretty ridiculous and was the subject of a book by Jim Kaplan. No one has tossed 15 innings in a game since former Brave Gaylord Perry in 1974 when he was with the Indians. The last 14-inning start came via the A’s Steve McCatty in 1980 and the last time anyone threw 11 innings was another Oakland arm, Dave Stewart, in 1990. Even 10 innings in a game hasn’t been accomplished since Cliff Lee in 2012.
8. You get an HBP, and you get an HBP
Batters are being hit at an historic pace this season, with 1,034 as of this writing making MLB on pace for a record 2,088 in 2021. There was a record 1,984 in 2019, which broke the mark set in 2018 of 1,922, but let’s dial it back to a game that seems so 2020 by comparison. On this day in 1969, the Reds’ Gerry Arrigo hit three Braves in the second inning, and Cincinnati relievers would plunk two more, setting a modern-day record of five hit batters in a game, a mark that would stand until June 9, 2018 when the Astros hit six Rangers. In keeping with our All-Star theme, making up three of those hit by pitches in that 1969 game against the Reds, were the team’s All-Stars for that season, as Felix Millan had two HBPs and Aaron one.
9. ‘It has good wood’
Happy birthday to Tim Spehr, who had one of the most memorable debuts in Braves history, and that was about it. On July 14, 1997, just two days after he was called up from Triple-A, Spehr went 1-for-1 … with a grand slam in a 10-6 win over the Phillies. Spehr, who after the game admitted “I’m not a home run hitter. I was looking to drive the ball and got it up in the air a little,” was out of his comfort zone as bats hadn’t arrived from Richmond, so the catcher used one from the clubhouse. The result was his connecting on the home run off Philadelphia starter Tyler Green, for what was Spehr’s ninth HR in six MLB seasons. “It has good wood,” he said after the game. “I hope I don’t break it.” He’d last just eight games with the Braves, hitting .214 in 14 plate appearances.
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Position Statement 12/03/21
“...an animal, a thing, is never separable from it’s relations with the world. The interior is only a selected exterior, and the exterior, a projected interior” - Gilles Deleuze
Everyday we cross a number of boundaries, we move in transition. We encounter turbulence in the flow of our movements from one zone to the next. Our busy lives often take up so much of our time and brain power, we often don't stop to look around at our surroundings, and how they may be affecting us.
Thresholds:
Georg Simmel writes in his essay Brüke and Door (Bridge and Door) the human ability to separate “two items from the undisturbed store of natural things”, and to connect “that which has been isolated from one another”. These acts, he argues, are suppositional - we cannot separate without first connecting, and conversely, we cannot connect that which we have previously separated (5).
In the act of demarcating and uniting, we create thresholds, a possibility to enter and exit. A space that is delimited by thresholds and space defining elements can be termed a threshold space (Boettger, 10)
In architecture, thresholds are complex spaces which mediate between the exterior and interior of a building. They are usually utilized as entrance spaces to buildings. They are integrated into the sequence of arriving (Boettger, 10), and can slow down people within the act. Depending on the adjacent interior space, there can be a great need for them to be carefully designed in response to particular requirements of control and security of spaces (Boettger, 12).
Atmospheres (of inside and outside):
“The judgement of environmental character is a complex multi-sensory fusion of countless factors which are immediately and synthetically grasped as an overall atmosphere, ambience, feeling or mood” (Pallasmaa, 230).
Atmospheres are perceived in a diffuse, peripheral and unconscious manner. We absorb the atmosphere of a space before any focused, conscious reading of the individual elements that make it up. The movements and effects of subjects and object/subjects work in relation to each other to create atmospheres. “As we enter a space, the space enters us, and the experience is essentially an exchange and fusion of the object and the subject” (Pallasmaa, 232). “Making sense of atmospheres invites bodily engagement whether by absorbing and being affected by diffuse ephemeral qualities, or by recognizing our own contribution to, and place within, these qualities” (Cottrell, 60)
Atmospheres refers not only to the environmental character of a space, but also the cultural and social (Pallasmaa, 231). The atmosphere of two separated spaces can be incredibly different from the other. For example, from the wild, untameable turbulence of outside nature, to the carefully curated and maintained stability of an enclosed interior room.
Atmospheres of threshold spaces:
Thresholds are complex spatial structures. In terms of perception they are a challenge to the interacting human senses (Boettger, 10). Not only do they mediate the physical space between two areas, they also mediate the perceptive. They become a turbulent zone where the atmospheres of two separated spaces swirl and mesh together. Threshold spaces, by their nature of being a separated space, also have their own atmosphere.
A window, for example, offers an opportunity for light from the outside to penetrate into the interior, altering its atmosphere depending on environmental and temporal changes.
Atmosphere itself implies a turbulent quality, an in-between state. Between subject and object/subject, between the “definite and indefinite” (Cottrell, 60) There is a process of negotiation and renegotiation implicit in both thresholds and atmospheres.
Aim:
Bennett’s account of Vital New Materialism states that a “cultivated, patient, sensory attentiveness to nonhuman forces operating outside and inside the human body” might move people further towards more ecological and more materially sustainable modes of production and consumption. “There will be no greening of the economy, no redistribution of wealth, no enforcement or extension of rights without human dispositions, moods, and cultural ensembles hospitable to these effects.” (xii).
New materialism shares similarities to the practice of atmospheres in the regard that all entities, organic and inorganic, natural and cultural, affect and are affected by each other. Bennett extends the idea that these affects permeate further than just the atmosphere of a space, but through all matter-energy.
I wish to create a performative installation/intervention which will highlight the nonhuman actors which develop and affect the environments we use but are not often engaged with. I hope to ignite a more fascinated attentiveness to the nonhuman organic and inorganic bodies that affect our perception of an atmosphere, both within the threshold space and outside of it. In doing so, I hope to promote a transition to a more-than-human city through human participation.
Engaging this idea within a threshold environment brings the turbidity of two different atmospheres, not only in their own realm of affect but interweaving with the other. An opportunity to create a rich and vibrant experience, a more dynamic playing ground, and one which is more likely to be suspending to a person using [my chosen space] for transit.
Bennett, Jane. “Preface.” Vibrant Matter: A Political Ecology of Things, Duke University Press, 2010, pp. vii–xix.
Boettger, Till. “Introduction.” Threshold Spaces : Transitions in Architecture Analysis and Design Tools, 1st ed., Birkhäuser, 2014, pp. 10–13.
Pallasmaa, Juhani. Space, Place and Atmosphere: Emotion and Peripheral Perception in Architectural Experience. no. 1, 2014, pp. 230–45.
Pallasmaa, Juhani. “The Sixth Sense: The Meaning of Atmosphere and Mood.” Architectural Design, vol. 86, no. 6, 2016, pp. 126–33.
Simmel, Georg. “Bridge and Door.” Theory, Culture and Society, translated by Mark Ritter, vol. 11, no. 1, Feb. 1994, pp. 5–10.
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Diversity and Inclusion in SEO: BIPOC and LGBTQ+ SEOs Share Their Experiences
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Diversity and Inclusion in SEO: BIPOC and LGBTQ+ SEOs Share Their Experiences
People around the world are having important discussions about systemic racism, overt and covert bias, and how we can all do better.
Understanding the problem is the first step. To get a sense of conditions within the SEO community, we asked people to take our Diversity and Inclusion in SEO survey as part of our ongoing project to study the state of SEO.
Due to the subject matter and the way we reached out, our respondents were not a snapshot of the industry as a whole. We were very pleased to have 326 SEOs complete the survey, including a significant number of female, BIPOC, and LGBTQ+ participants. These are important voices that need to be heard, but as we analyzed the data, we were careful not to generalize the industry as a whole without accounting for potential sampling bias. We addressed this by looking at groups separately — straight white cisgender men, BIPOC women, LGBTQ+ men, and so forth.
We recognize that intersectionality is common. Many of the SEOs who shared their stories with us don’t fit neatly into a single group. We addressed that by counting people in each category that applied to them, so a gay Black man’s answers would be factored into both the LGBTQ+ and BIPOC analyses.
Who participated?
Of the 326 SEOs who participated, 231 respondents (70.9%) described themselves as white. Among the rest, 32 SEOs described themselves as Hispanic, Latino, or Spanish; 28 Black or African American; 18 Asian or Asian American; 11 Middle Eastern or North African; eight Indian or South Asian; four Native Hawaiian or other Pacific Islander; and three American Indian or Alaska Native. (Some people were counted in more than one category.)
Our respondents included 203 SEOs who identify as women (including one transgender woman), 109 who identify as men (including two transgender men), and 11 who consider themselves nonbinary, genderqueer, two-spirit, or gender nonconformist. Three people preferred not to share their gender.
With regard to sexual orientation, 72.8% described themselves as heterosexual, 25.2% as LGBTQ+, and 2% preferred not to say.
About two-thirds (218 SEOs) of the participants were from the U.S., and about one in 10 (35 SEOs) were from the United Kingdom. The rest came from 26 other countries across the globe. The average age was 34.5 with 6.9 years of experience in SEO. (Please see the methodology section at the end for more details.)
How is the SEO community doing with diversity and inclusion?
We started our study by asking SEOs how our industry compares with the rest of the business world when it comes to discrimination and bias. More than half of our participants (57.7%) had a different career or significant job experience in another field before working in SEO, so we figured they’d be in a position to know.
Overall, most people (58.7%) think SEO is about the same as other professions. But among those who disagree, more think it’s worse (26%) than better (15.2%).
Surprisingly, there was also no statistically significant difference between BIPOC and white respondents when we asked about prevalence of bias in the industry. However, when we asked how big a problem it is, things got interesting.
Both BIPOC and white SEOs felt much more positively about their own companies than the industry as a whole.
Slightly more than 40% of both BIPOC and white SEOs said discrimination is “not a serious problem at all” within their own companies. However, almost three-quarters of BIPOC SEOs (74.0%) and more than two-thirds of white SEOs (67.5%) said bias is a “moderately serious” or “extremely serious” problem in the SEO industry.
Emotions ran high in the comments for this section. Jamar Ramos, 38, the black male chief operations officer of Crunchy Links in Belmont, California wrote, “White men on SEO Twitter are the f***ing worst. They are defensive, uncouth, and destructive for the industry. So scared of losing power they will drive EVERY BIPOC from SEO if they could.”
Another Black SEO, a 29-year-old woman at a Chicago agency, commented, “As a Black woman (and queer at that), I have definitely not seen a woman like me. I always (somewhat) joked around that I’ll be the Queen of SEO, but underneath those words was because I saw not only women underrepresented in the industry, but other minority subsects of being a woman underrepresented as well, such as being a Black woman and/or a queer Black woman. Where are we?!!”
Other perspectives were represented, as well. Said another 28-year-old Black female SEO, “I’m thrilled to work in an industry where there is the freedom to find multiple agencies that are welcoming to all, and the additional freedom to strike out on my own if I ever felt I should.” Many comments in later sections backed up these sentiments, with endorsements of the SEOs’ own companies and their diversity and inclusion policies.
How bad is it? Frequency of racial or ethnic bias in SEO
Our respondents were more diverse than the SEO industry as a whole, so we expect that their experiences would be a bit different, as well. Also, our survey was based on self-reporting, which can be inconsistent. That said, overall, 48.7% of our respondents told us they never experience racial or ethnic bias. Among the others, 6.7% experience racial or ethnic bias at least once a week, 10.9% at least once a month, 9.2% every couple of months, and 24.4% said it was rare but did happen on occasion.
Knowing that 7 out of 10 of our respondents were white, we broke the data down by the SEOs’ self-reported ethnic backgrounds to get a clearer idea about the extent of racial or ethnic bias. Here’s what we found.
Asian and Asian American SEOs were the most likely to say they experience ethnic bias at least once a week, followed by Hispanic or Latino SEOs.
Most Black or African American SEOs said discrimination was a monthly or bi-monthly experience for them. Not surprisingly, white SEOs were the least likely to experience racial or ethnic bias, although about a third said they do get discriminated against based on their heritage or cultural identity.
We’d like to know more about the racial and ethnic discrimination white SEOs are facing. Unfortunately, we focused on BIPOC and LGBTQ+ issues in this survey and did not include questions about religion, so we don’t know what role that might play. We also did not address ageism or disability issues. With each study we publish, we realize how much more we have to learn. We will be sure to explore those issues in future studies.
Gender and LGBTQ+ bias in SEO
There are a lot of forms of LGBTQ+ and gender bias. We let our survey participants interpret the phrase for themselves when asking how often they experience it. Overall, 94.1% of LGBTQ+ SEOs experience bias at least some of the time, and more than a third do so at least once a month. However, 72.5% of the heterosexual SEOs also said they feel gender discrimination at least some of the time.
The impact of bias
About 4 in 10 SEOs said they experienced bias in the past year. We asked them what impact it has had on their productivity, career trajectory, and happiness. Here’s what they said:
69.1% feel “Bias in the workplace has had a negative impact on my productivity and sense of engagement.” (38.3% strongly agreed; 30.8% slightly agreed)
72.1% feel “Bias in the workplace has had a negative impact on my career advancement and earnings.” (39.3% strongly agreed; 32.8% slightly agreed)
74.6% feel “Bias in the workplace has had a negative impact on my happiness, confidence, or well-being.” (42.6% strongly agreed; 32.0% slightly agreed)
The cost of bias
How do discrepancies in pay, being passed over for promotion, and other forms of discrimination add up over the course of a career? There are many variables when comparing incomes. For example, pay can vary based on years of experience, size of company, and specific expertise.
We did the best we could to compare the incomes of SEOs with similar career profiles. Ultimately, we chose to focus on SEO generalists working in the United States, which gave us the largest pool of responses. We broke them down by gender, ethnicity, and age. Our sample sizes for men ranged from 8 to 22 people in each subcategory. Our sample sizes for women ranged from 13 to 35 for each subcategory.
These were small groups, so the results are far from definitive. But the consistency of a disparity merits conversation. Here’s what we found.
For male SEO generalists working in the United States:
In their 20s, white male SEOs reported earning an average of $75,312 per year. BIPOC male SEOs in their 20s reported earning an average of $63,500 per year (18.6% less).
In their 30s, white male SEOs reported earning an average of $95,833 per year. BIPOC male SEOs in their 30s reported earning an average of $89,091 per year (7.6% less).
In their 40s, white male SEOs reported earning an average of $115,937 per year. BIPOC male SEOs in their 40s reported earning an average of $90,417 per year (28.2% less).
For female SEO generalists working in the United States:
In their 20s, white women SEOs reported earning an average of $75,384 per year. BIPOC women SEOs in their 20s reported earning an average of $61,250 per year (23% less).
In their 30s, white women SEOs reported earning an average of $86,571 per year. BIPOC women SEOs in their 30s reported earning an average of $86,094 per year (0.6% less).
In their 40s, white women SEOs reported earning an average of $109,375 per year. BIPOC women SEOs in their 40s reported earning an average of $101,094 per year (7.6% less).
What does on-the-job bias look like?
“Where are you really from?” “Are you the new diversity hire?” “But you all look alike.” “You’re Asian, so you’re good at math, right?” “You don’t speak Spanish?” “Do you play basketball?” “I think what she was trying to say was…”
It can happen to anyone, but people of color, members of the LGBTQ+ community, and women hear things like this often. A microaggression is a subtle behavior directed at a member of a marginalized group. It can be verbal or nonverbal, delivered consciously or not, and can pose a cumulative, damaging effect to the receiver.
Columbia University defines racial microaggressions as “brief and commonplace daily verbal, behavioral, or environmental indignities” that contain “hostile, derogatory, or negative” content or subtext. The result, according to a City University of New York study, can be “anxiety and depressive symptoms over and above the effects of non-race-specific stress.”
Minority racial and ethnic groups are often targets of microaggressions, but these offenses can be directed at any marginalized group in addition to people of color, including women, people with disabilities, individuals in the LGBTQ+ community, those with mental illness, single parents, and people in lower economic classes.
Many SEOs reported experiencing a cascade of microaggressions and similar offenses. A 46-year-old white woman in the U.K. with more than 15 years of experience in the field wrote, “I don’t feel I get taken at all seriously as a female SEO — to the extent that I stopped attending events years ago. It’s a total boys club, to the point of afterparties at strip clubs. As a woman, I’ve had male SEOs expect me to do all the legwork because my time is less important, and then they try and take credit for my work. When I called them out, I was met with bullying. It’s a disgusting situation to still be in after this long in the industry.”
The most common microaggression reported during the past year, by more than 4 in 5 SEOs (81.4%) in our poll, was being interrupted or spoken over. Second on the list, however, was an actively offensive action: Nearly 6 in 10 reported having an idea taken by someone else (57.5%).
Perhaps unsurprisingly, 44.1% of respondents reported being paid less than similarly qualified employees. A 2016 Pew Research center report supported the data on this enduring travesty with regard to race and gender. Additionally, Census Bureau data from as recently as 2018 showed that women of all races still earn 82 cents for every dollar earned by men.
Among the 48.4% of respondents who report being talked down to or treated as less capable than similarly qualified employees, several made poignant comments to back up their responses.
A 26-year-old biracial woman at a small Midwestern agency said, “I am constantly having to prove my case or strategies, even when the target audience I am marketing/optimizing for looks more like me than my colleagues. I am questioned constantly and asked to prove my work, despite being the only person at the company with the knowledge and skills to produce the work.”
And one technical SEO said, “I am a white, cisgendered woman, so I have a lot of privilege, but I still have clients who feel the need to verify my recommendations with their own ��research’ (rudimentary Google search) or by checking my advice against the opinion of white men, many of whom have less experience than I do (‘My nephew learned about SEO in college, and he says …’).”
Other common verbal microaggressions reported by survey respondents include being addressed unprofessionally (41.3%), hearing crude or offensive jokes about race and ethnicity (36.1%), or about sexual orientation or gender identity (38.5%).
Drilling down: specific microaggression experiences by group
We asked SEOs in our survey about the types of microaggressions they’ve been exposed to in the field, and found that some types of microaggressions are more commonly experienced by certain groups. We sorted respondents into six groups based on gender, ethnicity, and LGBTQ+ orientation to see how different issues affected each demographic. In some cases, we found surprising results.
At least half of SEOs in each group registered the most common microaggression: being interrupted or spoken over. In all, 91.1% of straight, white, cisgender women and 90.7% of LGBTQ+ women report this happening to them, while a surprising 82.5% of straight, white, cisgender men share the experience. Men in the BIPOC group reported barely half as many incidences of this microaggression in their experience.
All three categories of women were most likely to report a pay gap and having their ideas stolen. Reports from straight, white, cisgender women (65.8%), LGBTQ+ women (60.5%), and BIPOC women (59.3%) were remarkably consistent, falling within just slightly more than six percentage points of one another.
Meanwhile, men in the BIPOC group were most likely to say they’d been passed over for a promotion (41.7%), followed closely by LGBTQ+ men (40%), and women (37.2%).
Bad-faith banter
Conversations on the job were fertile ground for verbal microaggressions of different types. What some might consider harmless banter may not be harmless at all. We explored jokes and other verbal interactions that SEOs reported as disrespectful and hurtful.
We defined four different categories and found that the most common complaint occurred among straight, white, and cisgender women, 68.4% of whom reported “being talked down to or treated as less capable than similarly qualified employees.”
The other two most common complaints involved hearing “offensive jokes about race or ethnicity.” A total of 58.3% of BIPOC men reported hearing such jokes, but interestingly, even more LGBTQ+ men (60%) said they’d been exposed to this kind of inappropriate humor. And 37% of BIPOC women endured the same treatment.
A disappointing wealth of examples of this egregious behavior was described in the comments.
A 32-year-old white SEO who identifies as gender nonconformist described the time a “past employer, during the interview process, told me he wanted to make it clear to his (service industry) customers he wasn’t going to send any Black people to their homes. This job was rampant with racism and misogyny. I took the job out of desperation and got out as soon as I could.”
Another SEO, a 37-year-old Black woman, wrote, “When starting out, I worked at a boutique agency where many people felt comfortable telling Black and Asian jokes to me. I was on time for a business trip meetup at 5 a.m. and one employee joked that he didn’t realize Black people could get up that early. I left as soon as I could get another job that wouldn’t ding my résumé.”
Slightly more than 53% of LGBTQ+ women and men responded that they’d heard offensive jokes about gender identity or sexual orientation, the highest in that category. Likewise, LGBTQ+ men (20%) and women (14%) were most likely to have been asked how they got hired.
Mixed messages at work
Next, we considered four categories in which employees are implicitly singled out because of their membership in a marginalized group.
On the one hand, we asked whether group members had been singled out to promote an appearance of diversity — through tokenism or by assigning them to resolve problems of bias. The dubious value that such a request (under the best of circumstances) might signify, though, is negated by their opposite and often accompanying tendencies: targeting certain people or groups with suspicion (by being monitored more closely) or with criticism for their being “too sensitive” to discriminatory language/behavior.
LGBTQ+ men were most likely to report instances of tokenism (26.7%) and being labeled “too sensitive” (33.3%) to discrimination. BIPOC women ranked next in those categories, with 22.2% and 29.6%, respectively. Similarly, one-third of BIPOC women (33.3%) reported being supervised more closely than similarly qualified employees.
The comments for this section were rife with examples, like the one from a 36-year-old Hispanic/Latino male who described “being asked to ‘woke-check’ social content to see if anything in it might trigger a backlash from the immigrant community.”
Unsurprisingly, straight, white, cisgender men and women ranked in the bottom half of those reporting in each of the four categories. But men and women in other categories reported varying results. Nearly three times as many LGBTQ+ men (26.7%) as women (9.3%) said they’d experienced tokenism. Meanwhile, BIPOC women were far more likely than men — 29.6% to 8.3% — to report being labeled “too sensitive” for calling out discriminatory behavior or language.
We specifically asked BIPOC respondents to our survey how often they’d experienced three common forms of microaggression, dividing participants into four groups:
Middle Eastern/North African
Black/African American
Hispanic/Latino
Asian/Asian-American
All four groups reported that the most common of the three microaggressions we asked about was being complimented for being articulate or “well-spoken” — indicating an implied and unfounded expectation that they wouldn’t be. Three-quarters (75%) of Middle Eastern/North African respondents and two-thirds (66.7%) of Black/African American survey participants said this had happened to them.
In addition, nearly half (47.6%) of Hispanic/Latino group members surveyed said they’d been asked where they’re “actually” from. This was at least 20 percentage points higher than for any of the other three groups. The results appear to reflect a bias against immigrants from Mexico and Central America, and a baseless distrust of their status as citizens or legal residents.
The third question explored what researchers have identified as a tendency to view members of other racial or ethnic groups as interchangeable: a bias that can lead to stereotyping and discrimination. In this instance, Black/African American participants were significantly more likely (44.4%) to indicate they’d been mistaken for someone else of their race or ethnicity.
How diverse are SEOs’ workplaces?
Representation of diverse populations is a huge issue in the microcosm of the SEO industry, as well as the macrocosm of business and society in general. We were interested in how SEOs viewed diversity in the rosters at their workplaces, both in the rank-and-file employee roster and in executive or leadership positions.
Survey respondents were nearly evenly split between working for an agency and working in-house at a company (45.9% and 42.2%, respectively), while the remainder split the difference between freelancing (5.3%) and consulting (6.6%) in the SEO field.
Overall diversity levels never exceeded 15.3% for organizations of any size, hitting that level for companies with 2-10 employees and again for businesses with 251-1,000 workers. Companies with 11-25 workers turned in a percentage of 12.1%.
Percentages were lowest at the largest corporations, with the worst showing (5%) at companies with 5,001-10,000 workers. Companies with more than 10,000 employees (6.5%) and with 1,001-5,000 workers (6.9%) did only slightly better. One-person companies were also relatively less likely to be diverse than other small or midsize businesses, at 7.5%.
To further plumb the depths of representation in various SEO employment situations, we asked survey respondents to estimate the level of diversity in their organizations, including at leadership levels. We asked the same question for racial and ethnic diversity and for gender and LGBTQ+ diversity.
BIPOC diversity
In exploring diversity levels for SEOs with regard to race and ethnicity, we found a fairly even split between those that were rated “somewhat” or “very diverse” (slightly more than 54%) and those that were “not very” or not at all diverse (roughly 46%). At the extremes, roughly 16% were very diverse, and just slightly less were not diverse at all.
But, as mentioned, leadership is less diverse: Fully half (50.4%) of companies said they had no diverse individuals in leadership roles, and just over 7% reported more than half of their leadership was diverse. In total, 82.5% of respondents said diverse individuals comprised less than 25% of their company’s leadership or less.
At major tech companies such as Facebook, Apple, and Microsoft, the bulk of racial and ethnic diversity in 2017 was represented by Asian employees, with Black and Hispanic employees making up just small slivers of the workforce.
Gender and LGBTQ+ diversity
When it comes to gender or sexual orientation, diversity results are slightly higher than those for race and ethnicity. More than 6 in 10 respondents (61.8%) answered that their companies were either very (20.9%) or somewhat (40.9%) diverse, compared with just 12% who said they were not diverse at all.
More specifically, however, the data seems to indicate less diversity.
For women, a 2018 report by the National Center for Women & Technology found that their share of the workforce at tech-related companies was 26%, far shy of the 57% for the U.S. workforce in general. Meanwhile, Black, Latina, and Native American women made up just 4% of computing jobs, even though they accounted for 16% of the overall population.
The numbers for LGBTQ+ leadership in our survey were even less encouraging: More than 4 in 10 survey participants (41.7%) said their leadership teams did not include any LGBTQ+ members, while a mere 4.4% said that more than a quarter of those team members were LGBTQ+ individuals.
An interesting finding: 37.4% of those who responded said they were not sure about the LGBTQ+ membership composition of their leadership teams. This would seem to indicate that many team members choose not to share their sexual orientation, suggesting a bigger-than-expected separation between private and professional life.
How important is diversity in SEOs’ workplaces?
In answer to the question, “Is diversity and inclusion a priority in your company,” the comments varied widely. Some respondents simply answered “No” — or if it was, they weren’t aware of it.
At the other end of the spectrum were comments along the lines of “We don’t need to try; our team is just naturally diverse and inclusive.” (As with other responses, the survey cannot address the accuracy of self-assessment.) Several other comments indicated that the company strived to hire the best person for the job, “regardless of any stereotype.”
Other responses were slightly more specific. Several said their companies had only started focusing on diversity in response to the Black Lives Matter movement after George Floyd’s death in police custody.
Others indicated that their companies have an established focus on gender equality, but had only recently begun to address BIPOC or LGBTQ+ issues. A 34-year-old gay white man at a large company wrote, “Diversity and inclusion is a priority for the gender pay gap, but doesn’t include or reference race or LGBT. There’s a women’s mentor program to help promote women to higher roles, and there’s a women’s network to raise visibility.”
When asked whether diversity was a priority at their company, nearly half (49.7%) of the SEOs indicated that it was — nearly three times as many as those who said it wasn’t (17.2%). One in five (20.34%) weren’t sure, and 12.8% checked “Other” and were asked to elaborate with specific responses. Roughly 19% of those questioned elected not to answer.
What steps do companies take to encourage diversity and inclusion?
The prevalence of “Yes” answers was encouraging. Many of these were followed up with detailed descriptions of initiatives and programs in place to promote diversity and inclusion at the respondents’ workplaces.
For example, a 29-year-old Black woman who described her company as “very diverse” detailed the organization’s initiatives like this: “We have a diversity and inclusion council with men and women of all different backgrounds from across the world. We have a North American task force; we publish our diversity data; we do outreach to educational institutions including HBCUs [historically black colleges and universities] to source talent; and we have anti-racism and inclusion training.”
Also, a 28-year-old woman who identifies as American Indian or Alaska Native in Austin, Texas, commented, “Our leadership has recently made great strides to take action to ensure diversity and inclusion is a topic our entire company is knowledgeable about. We are also taking actions to raise awareness about inequality in the tech industry in a landmark report about BIPOC in tech as well as finding ways to volunteer with a BIPOC kids coding organization.”
The number and breadth of diversity and inclusion initiatives our SEOs described were also encouraging. These ranged from interactive activities such as diversity training sessions and workshops to company communication efforts like informative newsletters and the publication of diversity data.
When it comes to personnel management, some businesses are further seeking to instill diversity and excise bias in their criteria for recruiting, hiring, and promoting. And, especially important in response to the on-the-job-learning aspects specific to the SEO field, participation in internships and mentoring programs is also a growing and well-supported option.
A 28-year-old Black nonbinary SEO described several initiatives at her large agency, saying, “They have a group focused on diversity, equity, and inclusion. They are updating their practices around recruiting and interviewing to remove any unconscious racial biases. And, providing mandatory anti-racist training for all employees.”
For more detailed information on the measures companies are enacting to improve diversity and inclusion within their organizations, continue to the section below.
What are some solutions?
Diversity and inclusion data can look discouraging overall, but anecdotal responses told us that a breadth of measures are being taken to address disparities in representation, discriminatory practices, and inherent bias in everyday operations. Here are several of the initiatives cited by survey takers to enhance diversity and inclusion in the SEO workplace.
1. Initiatives at the corporate level
Employee participation in and consultation with advisory panels and task forces was a commonly cited effort, in addition to compiling and distributing informative resources like newsletters and reading lists. Several respondents described opt-in cultural activities designed to facilitate diversity, such as setting up Slack channels around particular affinities or topics, establishing employee book clubs, and spotlighting diversity in holiday celebrations.
One SEO generalist in the U.K., a 37-year-old white woman, described several activities of her company’s diversity organization, among them “[organizing] events around different holidays so everyone feels included. We celebrate Eid and Diwali, for example, and everyone in the company is encouraged to share and request days organized around things that are important to them. It’s a great initiative and I’ve learned so much from people openly sharing and discussing.”
2. Employee resource groups
Affinity-based employee resource groups, or ERGs, were cited as extremely valued resources for SEOs. These groups foster safe and informed forums in which different groups can gather to discuss issues, devise requests, suggest solutions, and share information.
One SEO manager, a 58-year-old white trans woman with nearly 15 years in the business, commented, “I am a five-time elected board member of the LGBTQIA ERG diversity group, Pride. We have seven ERGs here at [my company].”
Depending on the workplace and its demographics and company culture, ERGs may center on shared issues of gender, age, race and ethnicity, LGBTQ+ orientation, disability, mental health, neurodiversity, religion, parenting, military or veteran status, international communities, women in leadership, and more.
Naturally, any group is most effective and receives greater respect and resources when it’s sponsored and promoted by leaders at the executive level — whether or not the leaders share the demographics of the group.
3. Personal education and growth
Each individual has a responsibility to self-educate on topics related to bias and discrimination, diversity, equity, and inclusion surrounding the struggle of groups historically targeted for exclusion and injustice.
4. Allies in leadership
The support and advocacy of leaders at the executive level is not only the only ingredient necessary for changing company cultures overall. The vocal and steadfast support of allies from other groups is essential — and, unfortunately, often still lacking.
One SEO consultant, a 49-year-old woman who is biracial Latina and white, put it quite succinctly: “I see a lot of women in the SEO industry speaking out about the lack of diversity and inclusion, but very few men in the industry. Whenever one of these conversations gets going on Twitter, most of the men in SEO whom I follow suddenly get very quiet. The industry is only going to change when men also start taking action and speaking out about how the industry treats everyone other than men. Silence is complicity.”
5. Speaking up: see something, say something
Many people witness incidents of bias but struggle with how to respond. Especially if a company has not formalized a set of procedures for addressing such conflicts, employees are left to figure it out on their own.
As we know, there is no standardized societal guidebook for how to deal with discriminatory situations, especially in the U.S., where attitudes can be polarized and discussions difficult to initiate or sustain. Consequently, people chose a variety of responses to these situations, as evidenced by these findings:
As part of our survey, we asked participants whether they’d witnessed discrimination or bias against someone in their workplace during the past year based on race, ethnicity, gender, or sexual orientation. In all, 43.2% replied that they had, so we asked these participants to go further by telling us what they did in response.
Of that group, more than 4 in 10 (42.9%) took no action because they didn’t feel comfortable getting involved. This was true even though the U.S. Equal Opportunity Commission has declared that workers “have a right to work free of discrimination” based on “race, color, religion, sex (including pregnancy), national origin, disability, age (age 40 or older) or genetic information.”
One reason may be fear of retaliation, which the EEOC found was the most common issue cited by federal employees in discrimination cases. The same is likely true in the private sector. Respondents may fear the outcome if their employer fails to act on their report, and/or the accused discovers the source of the complaint.
In light of this, it was encouraging to find in our survey that 41.2% of witnesses to workplace discrimination told their supervisor. (Another option, reporting the conduct to Human Resources, was not included as a choice among our survey answers).
The most common answer: 56.3% confided in a colleague. This might indicate that these respondents weren’t comfortable going to an in-house supervisor, but also that they felt distressed enough about the situation that they wanted to tell someone.
Among other responses, slightly more than one-third (33.6%) spoke out in the moment, while others addressed the situation later, either with the target of the discrimination (37.8%) or the perpetrator (21%). In the accompanying comments, several reported following up later with both the target and the perpetrator.
6. Mentoring someone from a different background
SEO is a peculiar field in that there isn’t a well-defined path into the industry. The majority of SEOs are self-taught or learn on the job, figuring things out as they go. Or they have a mentor. One in three SEOs surveyed (33.1%) said mentors were their most significant source of SEO knowledge early in their careers.
Our survey asked four questions that went to the question of diversity among mentors. The first two asked whether respondents had worked with a mentor 1) of their own gender and/or 2) of the same race/ethnicity as theirs.
The results were interesting. While only 41.9% reported working with a mentor of their own gender, more than two-thirds (69.5%) said they’d worked with one of the same race/ethnicity. This would seem to indicate more diverse interaction among genders than exists between people of different races and ethnicities.
The next two questions asked whether respondents had worked with a BIPOC mentor and a member of the LGBTQ+ community. In terms of diversity, the results of the first question were disappointing, while answers to the second were encouraging.
A total of 10.8% said they’d worked with a BIPOC member, but that was far short of the U.S. population for that category, according to the U.S. Census. Black Americans alone accounted for 13.4% of the U.S. population in 2019, according to Census Bureau estimates, with Hispanic/Latino individuals checking in at 18.5%.
By contrast, 10.4% of respondents in our survey said they’d worked with a mentor from the LGBTQ+ community. That’s nearly double the percentage of LGBTQ individuals in tech-heavy California during 2019, according to the UCLA School of Law Williams Institute, which placed the figure at 5.3%.
Methodology
These insights were the result of a month-long survey of 326 SEO professionals conducted by North Star Inbound from August 24 to September 28, 2020. We promoted the survey on Twitter, our own blog, and by email. We’re grateful to Moz and Search Engine Land for also sharing the link.
In terms of gender, the SEOs described themselves as follows:
203 identify as women
109 identify as men
1 is a trans woman
2 are trans men
11 are nonbinary, genderqueer, two-spirit, or gender nonconformist
3 preferred not to say
With regard to sexual orientation:
72.8% said they were heterosexual
11.5% said they were bisexual
4.1% said they were pansexual
3.9% said they were gay
3.3% said they were lesbian
1.1% said they were asexual
1.9% preferred not to say
The SEOs described their race or ethnicity as follows: (Participants were able to check more than one box)
233 White
30 Hispanic, Latino, or Spanish
25 Black or African American
13 Asian or Asian American
7 South Asian/Indian subcontinent
5 Middle Eastern/North African/Arabian peninsula
4 Native Hawaiian or other Pacific Islander
2 American Indian or Alaska Native
The SEOs who completed the survey came from the following countries:
218 from the U.S.
35 from the U.K.
11 from Canada
9 from Germany
8 from Taiwan
6 from Spain
2 each from Australia, Brazil, France, India, Israel, Japan, the Netherlands, Nigeria, Poland, Romania, and Switzerland
1 each from Argentina, Austria, China, Ireland, Italy, Lithuania, Malta, Mauritius, Peru, Portugal, and Turkey
The survey respondents’ average number of years in SEO was 6.9. The median number of years was 5. The average age was 34.5, and the median age was 32.
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Diversity and Inclusion in SEO: BIPOC and LGBTQ+ SEOs Share Their Experiences
Posted by NicoleDeLeon
People around the world are having important discussions about systemic racism, overt and covert bias, and how we can all do better.
Understanding the problem is the first step. To get a sense of conditions within the SEO community, we asked people to take our Diversity and Inclusion in SEO survey as part of our ongoing project to study the state of SEO.
Due to the subject matter and the way we reached out, our respondents were not a snapshot of the industry as a whole. We were very pleased to have 326 SEOs complete the survey, including a significant number of female, BIPOC, and LGBTQ+ participants. These are important voices that need to be heard, but as we analyzed the data, we were careful not to generalize the industry as a whole without accounting for potential sampling bias. We addressed this by looking at groups separately — straight white cisgender men, BIPOC women, LGBTQ+ men, and so forth.
We recognize that intersectionality is common. Many of the SEOs who shared their stories with us don’t fit neatly into a single group. We addressed that by counting people in each category that applied to them, so a gay Black man’s answers would be factored into both the LGBTQ+ and BIPOC analyses.
Who participated?
Of the 326 SEOs who participated, 231 respondents (70.9%) described themselves as white. Among the rest, 32 SEOs described themselves as Hispanic, Latino, or Spanish; 28 Black or African American; 18 Asian or Asian American; 11 Middle Eastern or North African; eight Indian or South Asian; four Native Hawaiian or other Pacific Islander; and three American Indian or Alaska Native. (Some people were counted in more than one category.)
Our respondents included 203 SEOs who identify as women (including one transgender woman), 109 who identify as men (including two transgender men), and 11 who consider themselves nonbinary, genderqueer, two-spirit, or gender nonconformist. Three people preferred not to share their gender.
With regard to sexual orientation, 72.8% described themselves as heterosexual, 25.2% as LGBTQ+, and 2% preferred not to say.
About two-thirds (218 SEOs) of the participants were from the U.S., and about one in 10 (35 SEOs) were from the United Kingdom. The rest came from 26 other countries across the globe. The average age was 34.5 with 6.9 years of experience in SEO. (Please see the methodology section at the end for more details.)
How is the SEO community doing with diversity and inclusion?
We started our study by asking SEOs how our industry compares with the rest of the business world when it comes to discrimination and bias. More than half of our participants (57.7%) had a different career or significant job experience in another field before working in SEO, so we figured they’d be in a position to know.
Overall, most people (58.7%) think SEO is about the same as other professions. But among those who disagree, more think it’s worse (26%) than better (15.2%).
Surprisingly, there was also no statistically significant difference between BIPOC and white respondents when we asked about prevalence of bias in the industry. However, when we asked how big a problem it is, things got interesting.
Both BIPOC and white SEOs felt much more positively about their own companies than the industry as a whole.
Slightly more than 40% of both BIPOC and white SEOs said discrimination is “not a serious problem at all” within their own companies. However, almost three-quarters of BIPOC SEOs (74.0%) and more than two-thirds of white SEOs (67.5%) said bias is a “moderately serious” or “extremely serious” problem in the SEO industry.
Emotions ran high in the comments for this section. Jamar Ramos, 38, the black male chief operations officer of Crunchy Links in Belmont, California wrote, “White men on SEO Twitter are the f***ing worst. They are defensive, uncouth, and destructive for the industry. So scared of losing power they will drive EVERY BIPOC from SEO if they could.”
Another Black SEO, a 29-year-old woman at a Chicago agency, commented, “As a Black woman (and queer at that), I have definitely not seen a woman like me. I always (somewhat) joked around that I'll be the Queen of SEO, but underneath those words was because I saw not only women underrepresented in the industry, but other minority subsects of being a woman underrepresented as well, such as being a Black woman and/or a queer Black woman. Where are we?!!"
Other perspectives were represented, as well. Said another 28-year-old Black female SEO, “I'm thrilled to work in an industry where there is the freedom to find multiple agencies that are welcoming to all, and the additional freedom to strike out on my own if I ever felt I should.” Many comments in later sections backed up these sentiments, with endorsements of the SEOs’ own companies and their diversity and inclusion policies.
How bad is it? Frequency of racial or ethnic bias in SEO
Our respondents were more diverse than the SEO industry as a whole, so we expect that their experiences would be a bit different, as well. Also, our survey was based on self-reporting, which can be inconsistent. That said, overall, 48.7% of our respondents told us they never experience racial or ethnic bias. Among the others, 6.7% experience racial or ethnic bias at least once a week, 10.9% at least once a month, 9.2% every couple of months, and 24.4% said it was rare but did happen on occasion.
Knowing that 7 out of 10 of our respondents were white, we broke the data down by the SEOs’ self-reported ethnic backgrounds to get a clearer idea about the extent of racial or ethnic bias. Here’s what we found.
Asian and Asian American SEOs were the most likely to say they experience ethnic bias at least once a week, followed by Hispanic or Latino SEOs.
Most Black or African American SEOs said discrimination was a monthly or bi-monthly experience for them. Not surprisingly, white SEOs were the least likely to experience racial or ethnic bias, although about a third said they do get discriminated against based on their heritage or cultural identity.
We’d like to know more about the racial and ethnic discrimination white SEOs are facing. Unfortunately, we focused on BIPOC and LGBTQ+ issues in this survey and did not include questions about religion, so we don’t know what role that might play. We also did not address ageism or disability issues. With each study we publish, we realize how much more we have to learn. We will be sure to explore those issues in future studies.
Gender and LGBTQ+ bias in SEO
There are a lot of forms of LGBTQ+ and gender bias. We let our survey participants interpret the phrase for themselves when asking how often they experience it. Overall, 94.1% of LGBTQ+ SEOs experience bias at least some of the time, and more than a third do so at least once a month. However, 72.5% of the heterosexual SEOs also said they feel gender discrimination at least some of the time.
The impact of bias
About 4 in 10 SEOs said they experienced bias in the past year. We asked them what impact it has had on their productivity, career trajectory, and happiness. Here’s what they said:
69.1% feel “Bias in the workplace has had a negative impact on my productivity and sense of engagement.” (38.3% strongly agreed; 30.8% slightly agreed)
72.1% feel “Bias in the workplace has had a negative impact on my career advancement and earnings.” (39.3% strongly agreed; 32.8% slightly agreed)
74.6% feel “Bias in the workplace has had a negative impact on my happiness, confidence, or well-being.” (42.6% strongly agreed; 32.0% slightly agreed)
The cost of bias
How do discrepancies in pay, being passed over for promotion, and other forms of discrimination add up over the course of a career? There are many variables when comparing incomes. For example, pay can vary based on years of experience, size of company, and specific expertise.
We did the best we could to compare the incomes of SEOs with similar career profiles. Ultimately, we chose to focus on SEO generalists working in the United States, which gave us the largest pool of responses. We broke them down by gender, ethnicity, and age. Our sample sizes for men ranged from 8 to 22 people in each subcategory. Our sample sizes for women ranged from 13 to 35 for each subcategory.
These were small groups, so the results are far from definitive. But the consistency of a disparity merits conversation. Here’s what we found.
For male SEO generalists working in the United States:
In their 20s, white male SEOs reported earning an average of $75,312 per year. BIPOC male SEOs in their 20s reported earning an average of $63,500 per year (18.6% less).
In their 30s, white male SEOs reported earning an average of $95,833 per year. BIPOC male SEOs in their 30s reported earning an average of $89,091 per year (7.6% less).
In their 40s, white male SEOs reported earning an average of $115,937 per year. BIPOC male SEOs in their 40s reported earning an average of $90,417 per year (28.2% less).
For female SEO generalists working in the United States:
In their 20s, white women SEOs reported earning an average of $75,384 per year. BIPOC women SEOs in their 20s reported earning an average of $61,250 per year (23% less).
In their 30s, white women SEOs reported earning an average of $86,571 per year. BIPOC women SEOs in their 30s reported earning an average of $86,094 per year (0.6% less).
In their 40s, white women SEOs reported earning an average of $109,375 per year. BIPOC women SEOs in their 40s reported earning an average of $101,094 per year (7.6% less).
What does on-the-job bias look like?
“Where are you really from?” “Are you the new diversity hire?” “But you all look alike.” “You’re Asian, so you’re good at math, right?” “You don’t speak Spanish?” “Do you play basketball?” “I think what she was trying to say was…”
It can happen to anyone, but people of color, members of the LGBTQ+ community, and women hear things like this often. A microaggression is a subtle behavior directed at a member of a marginalized group. It can be verbal or nonverbal, delivered consciously or not, and can pose a cumulative, damaging effect to the receiver.
Columbia University defines racial microaggressions as “brief and commonplace daily verbal, behavioral, or environmental indignities” that contain “hostile, derogatory, or negative” content or subtext. The result, according to a City University of New York study, can be “anxiety and depressive symptoms over and above the effects of non-race-specific stress.”
Minority racial and ethnic groups are often targets of microaggressions, but these offenses can be directed at any marginalized group in addition to people of color, including women, people with disabilities, individuals in the LGBTQ+ community, those with mental illness, single parents, and people in lower economic classes.
Many SEOs reported experiencing a cascade of microaggressions and similar offenses. A 46-year-old white woman in the U.K. with more than 15 years of experience in the field wrote, “I don’t feel I get taken at all seriously as a female SEO — to the extent that I stopped attending events years ago. It’s a total boys club, to the point of afterparties at strip clubs. As a woman, I’ve had male SEOs expect me to do all the legwork because my time is less important, and then they try and take credit for my work. When I called them out, I was met with bullying. It’s a disgusting situation to still be in after this long in the industry.”
The most common microaggression reported during the past year, by more than 4 in 5 SEOs (81.4%) in our poll, was being interrupted or spoken over. Second on the list, however, was an actively offensive action: Nearly 6 in 10 reported having an idea taken by someone else (57.5%).
Perhaps unsurprisingly, 44.1% of respondents reported being paid less than similarly qualified employees. A 2016 Pew Research center report supported the data on this enduring travesty with regard to race and gender. Additionally, Census Bureau data from as recently as 2018 showed that women of all races still earn 82 cents for every dollar earned by men.
Among the 48.4% of respondents who report being talked down to or treated as less capable than similarly qualified employees, several made poignant comments to back up their responses.
A 26-year-old biracial woman at a small Midwestern agency said, “I am constantly having to prove my case or strategies, even when the target audience I am marketing/optimizing for looks more like me than my colleagues. I am questioned constantly and asked to prove my work, despite being the only person at the company with the knowledge and skills to produce the work.”
And one technical SEO said, “I am a white, cisgendered woman, so I have a lot of privilege, but I still have clients who feel the need to verify my recommendations with their own ‘research’ (rudimentary Google search) or by checking my advice against the opinion of white men, many of whom have less experience than I do (‘My nephew learned about SEO in college, and he says …’).”
Other common verbal microaggressions reported by survey respondents include being addressed unprofessionally (41.3%), hearing crude or offensive jokes about race and ethnicity (36.1%), or about sexual orientation or gender identity (38.5%).
Drilling down: specific microaggression experiences by group
We asked SEOs in our survey about the types of microaggressions they’ve been exposed to in the field, and found that some types of microaggressions are more commonly experienced by certain groups. We sorted respondents into six groups based on gender, ethnicity, and LGBTQ+ orientation to see how different issues affected each demographic. In some cases, we found surprising results.
At least half of SEOs in each group registered the most common microaggression: being interrupted or spoken over. In all, 91.1% of straight, white, cisgender women and 90.7% of LGBTQ+ women report this happening to them, while a surprising 82.5% of straight, white, cisgender men share the experience. Men in the BIPOC group reported barely half as many incidences of this microaggression in their experience.
All three categories of women were most likely to report a pay gap and having their ideas stolen. Reports from straight, white, cisgender women (65.8%), LGBTQ+ women (60.5%), and BIPOC women (59.3%) were remarkably consistent, falling within just slightly more than six percentage points of one another.
Meanwhile, men in the BIPOC group were most likely to say they’d been passed over for a promotion (41.7%), followed closely by LGBTQ+ men (40%), and women (37.2%).
Bad-faith banter
Conversations on the job were fertile ground for verbal microaggressions of different types. What some might consider harmless banter may not be harmless at all. We explored jokes and other verbal interactions that SEOs reported as disrespectful and hurtful.
We defined four different categories and found that the most common complaint occurred among straight, white, and cisgender women, 68.4% of whom reported “being talked down to or treated as less capable than similarly qualified employees.”
The other two most common complaints involved hearing “offensive jokes about race or ethnicity.” A total of 58.3% of BIPOC men reported hearing such jokes, but interestingly, even more LGBTQ+ men (60%) said they’d been exposed to this kind of inappropriate humor. And 37% of BIPOC women endured the same treatment.
A disappointing wealth of examples of this egregious behavior was described in the comments.
A 32-year-old white SEO who identifies as gender nonconformist described the time a “past employer, during the interview process, told me he wanted to make it clear to his (service industry) customers he wasn’t going to send any Black people to their homes. This job was rampant with racism and misogyny. I took the job out of desperation and got out as soon as I could.”
Another SEO, a 37-year-old Black woman, wrote, “When starting out, I worked at a boutique agency where many people felt comfortable telling Black and Asian jokes to me. I was on time for a business trip meetup at 5 a.m. and one employee joked that he didn’t realize Black people could get up that early. I left as soon as I could get another job that wouldn’t ding my résumé.”
Slightly more than 53% of LGBTQ+ women and men responded that they’d heard offensive jokes about gender identity or sexual orientation, the highest in that category. Likewise, LGBTQ+ men (20%) and women (14%) were most likely to have been asked how they got hired.
Mixed messages at work
Next, we considered four categories in which employees are implicitly singled out because of their membership in a marginalized group.
On the one hand, we asked whether group members had been singled out to promote an appearance of diversity — through tokenism or by assigning them to resolve problems of bias. The dubious value that such a request (under the best of circumstances) might signify, though, is negated by their opposite and often accompanying tendencies: targeting certain people or groups with suspicion (by being monitored more closely) or with criticism for their being “too sensitive” to discriminatory language/behavior.
LGBTQ+ men were most likely to report instances of tokenism (26.7%) and being labeled “too sensitive” (33.3%) to discrimination. BIPOC women ranked next in those categories, with 22.2% and 29.6%, respectively. Similarly, one-third of BIPOC women (33.3%) reported being supervised more closely than similarly qualified employees.
The comments for this section were rife with examples, like the one from a 36-year-old Hispanic/Latino male who described “being asked to ‘woke-check’ social content to see if anything in it might trigger a backlash from the immigrant community.”
Unsurprisingly, straight, white, cisgender men and women ranked in the bottom half of those reporting in each of the four categories. But men and women in other categories reported varying results. Nearly three times as many LGBTQ+ men (26.7%) as women (9.3%) said they’d experienced tokenism. Meanwhile, BIPOC women were far more likely than men — 29.6% to 8.3% — to report being labeled “too sensitive” for calling out discriminatory behavior or language.
We specifically asked BIPOC respondents to our survey how often they’d experienced three common forms of microaggression, dividing participants into four groups:
Middle Eastern/North African
Black/African American
Hispanic/Latino
Asian/Asian-American
All four groups reported that the most common of the three microaggressions we asked about was being complimented for being articulate or “well-spoken” — indicating an implied and unfounded expectation that they wouldn’t be. Three-quarters (75%) of Middle Eastern/North African respondents and two-thirds (66.7%) of Black/African American survey participants said this had happened to them.
In addition, nearly half (47.6%) of Hispanic/Latino group members surveyed said they’d been asked where they’re “actually” from. This was at least 20 percentage points higher than for any of the other three groups. The results appear to reflect a bias against immigrants from Mexico and Central America, and a baseless distrust of their status as citizens or legal residents.
The third question explored what researchers have identified as a tendency to view members of other racial or ethnic groups as interchangeable: a bias that can lead to stereotyping and discrimination. In this instance, Black/African American participants were significantly more likely (44.4%) to indicate they’d been mistaken for someone else of their race or ethnicity.
How diverse are SEOs’ workplaces?
Representation of diverse populations is a huge issue in the microcosm of the SEO industry, as well as the macrocosm of business and society in general. We were interested in how SEOs viewed diversity in the rosters at their workplaces, both in the rank-and-file employee roster and in executive or leadership positions.
Survey respondents were nearly evenly split between working for an agency and working in-house at a company (45.9% and 42.2%, respectively), while the remainder split the difference between freelancing (5.3%) and consulting (6.6%) in the SEO field.
Overall diversity levels never exceeded 15.3% for organizations of any size, hitting that level for companies with 2-10 employees and again for businesses with 251-1,000 workers. Companies with 11-25 workers turned in a percentage of 12.1%.
Percentages were lowest at the largest corporations, with the worst showing (5%) at companies with 5,001-10,000 workers. Companies with more than 10,000 employees (6.5%) and with 1,001-5,000 workers (6.9%) did only slightly better. One-person companies were also relatively less likely to be diverse than other small or midsize businesses, at 7.5%.
To further plumb the depths of representation in various SEO employment situations, we asked survey respondents to estimate the level of diversity in their organizations, including at leadership levels. We asked the same question for racial and ethnic diversity and for gender and LGBTQ+ diversity.
BIPOC diversity
In exploring diversity levels for SEOs with regard to race and ethnicity, we found a fairly even split between those that were rated “somewhat” or “very diverse” (slightly more than 54%) and those that were “not very” or not at all diverse (roughly 46%). At the extremes, roughly 16% were very diverse, and just slightly less were not diverse at all.
But, as mentioned, leadership is less diverse: Fully half (50.4%) of companies said they had no diverse individuals in leadership roles, and just over 7% reported more than half of their leadership was diverse. In total, 82.5% of respondents said diverse individuals comprised less than 25% of their company’s leadership or less.
At major tech companies such as Facebook, Apple, and Microsoft, the bulk of racial and ethnic diversity in 2017 was represented by Asian employees, with Black and Hispanic employees making up just small slivers of the workforce.
Gender and LGBTQ+ diversity
When it comes to gender or sexual orientation, diversity results are slightly higher than those for race and ethnicity. More than 6 in 10 respondents (61.8%) answered that their companies were either very (20.9%) or somewhat (40.9%) diverse, compared with just 12% who said they were not diverse at all.
More specifically, however, the data seems to indicate less diversity.
For women, a 2018 report by the National Center for Women & Technology found that their share of the workforce at tech-related companies was 26%, far shy of the 57% for the U.S. workforce in general. Meanwhile, Black, Latina, and Native American women made up just 4% of computing jobs, even though they accounted for 16% of the overall population.
The numbers for LGBTQ+ leadership in our survey were even less encouraging: More than 4 in 10 survey participants (41.7%) said their leadership teams did not include any LGBTQ+ members, while a mere 4.4% said that more than a quarter of those team members were LGBTQ+ individuals.
An interesting finding: 37.4% of those who responded said they were not sure about the LGBTQ+ membership composition of their leadership teams. This would seem to indicate that many team members choose not to share their sexual orientation, suggesting a bigger-than-expected separation between private and professional life.
How important is diversity in SEOs’ workplaces?
In answer to the question, “Is diversity and inclusion a priority in your company,” the comments varied widely. Some respondents simply answered “No” — or if it was, they weren’t aware of it.
At the other end of the spectrum were comments along the lines of “We don’t need to try; our team is just naturally diverse and inclusive.” (As with other responses, the survey cannot address the accuracy of self-assessment.) Several other comments indicated that the company strived to hire the best person for the job, “regardless of any stereotype.”
Other responses were slightly more specific. Several said their companies had only started focusing on diversity in response to the Black Lives Matter movement after George Floyd’s death in police custody.
Others indicated that their companies have an established focus on gender equality, but had only recently begun to address BIPOC or LGBTQ+ issues. A 34-year-old gay white man at a large company wrote, “Diversity and inclusion is a priority for the gender pay gap, but doesn’t include or reference race or LGBT. There’s a women’s mentor program to help promote women to higher roles, and there’s a women’s network to raise visibility.”
When asked whether diversity was a priority at their company, nearly half (49.7%) of the SEOs indicated that it was — nearly three times as many as those who said it wasn’t (17.2%). One in five (20.34%) weren’t sure, and 12.8% checked “Other” and were asked to elaborate with specific responses. Roughly 19% of those questioned elected not to answer.
What steps do companies take to encourage diversity and inclusion?
The prevalence of “Yes” answers was encouraging. Many of these were followed up with detailed descriptions of initiatives and programs in place to promote diversity and inclusion at the respondents’ workplaces.
For example, a 29-year-old Black woman who described her company as “very diverse” detailed the organization’s initiatives like this: “We have a diversity and inclusion council with men and women of all different backgrounds from across the world. We have a North American task force; we publish our diversity data; we do outreach to educational institutions including HBCUs [historically black colleges and universities] to source talent; and we have anti-racism and inclusion training.”
Also, a 28-year-old woman who identifies as American Indian or Alaska Native in Austin, Texas, commented, “Our leadership has recently made great strides to take action to ensure diversity and inclusion is a topic our entire company is knowledgeable about. We are also taking actions to raise awareness about inequality in the tech industry in a landmark report about BIPOC in tech as well as finding ways to volunteer with a BIPOC kids coding organization.”
The number and breadth of diversity and inclusion initiatives our SEOs described were also encouraging. These ranged from interactive activities such as diversity training sessions and workshops to company communication efforts like informative newsletters and the publication of diversity data.
When it comes to personnel management, some businesses are further seeking to instill diversity and excise bias in their criteria for recruiting, hiring, and promoting. And, especially important in response to the on-the-job-learning aspects specific to the SEO field, participation in internships and mentoring programs is also a growing and well-supported option.
A 28-year-old Black nonbinary SEO described several initiatives at her large agency, saying, “They have a group focused on diversity, equity, and inclusion. They are updating their practices around recruiting and interviewing to remove any unconscious racial biases. And, providing mandatory anti-racist training for all employees.”
For more detailed information on the measures companies are enacting to improve diversity and inclusion within their organizations, continue to the section below.
What are some solutions?
Diversity and inclusion data can look discouraging overall, but anecdotal responses told us that a breadth of measures are being taken to address disparities in representation, discriminatory practices, and inherent bias in everyday operations. Here are several of the initiatives cited by survey takers to enhance diversity and inclusion in the SEO workplace.
1. Initiatives at the corporate level
Employee participation in and consultation with advisory panels and task forces was a commonly cited effort, in addition to compiling and distributing informative resources like newsletters and reading lists. Several respondents described opt-in cultural activities designed to facilitate diversity, such as setting up Slack channels around particular affinities or topics, establishing employee book clubs, and spotlighting diversity in holiday celebrations.
One SEO generalist in the U.K., a 37-year-old white woman, described several activities of her company’s diversity organization, among them “[organizing] events around different holidays so everyone feels included. We celebrate Eid and Diwali, for example, and everyone in the company is encouraged to share and request days organized around things that are important to them. It’s a great initiative and I’ve learned so much from people openly sharing and discussing.”
2. Employee resource groups
Affinity-based employee resource groups, or ERGs, were cited as extremely valued resources for SEOs. These groups foster safe and informed forums in which different groups can gather to discuss issues, devise requests, suggest solutions, and share information.
One SEO manager, a 58-year-old white trans woman with nearly 15 years in the business, commented, “I am a five-time elected board member of the LGBTQIA ERG diversity group, Pride. We have seven ERGs here at [my company].”
Depending on the workplace and its demographics and company culture, ERGs may center on shared issues of gender, age, race and ethnicity, LGBTQ+ orientation, disability, mental health, neurodiversity, religion, parenting, military or veteran status, international communities, women in leadership, and more.
Naturally, any group is most effective and receives greater respect and resources when it’s sponsored and promoted by leaders at the executive level — whether or not the leaders share the demographics of the group.
3. Personal education and growth
Each individual has a responsibility to self-educate on topics related to bias and discrimination, diversity, equity, and inclusion surrounding the struggle of groups historically targeted for exclusion and injustice.
4. Allies in leadership
The support and advocacy of leaders at the executive level is not only the only ingredient necessary for changing company cultures overall. The vocal and steadfast support of allies from other groups is essential — and, unfortunately, often still lacking.
One SEO consultant, a 49-year-old woman who is biracial Latina and white, put it quite succinctly: “I see a lot of women in the SEO industry speaking out about the lack of diversity and inclusion, but very few men in the industry. Whenever one of these conversations gets going on Twitter, most of the men in SEO whom I follow suddenly get very quiet. The industry is only going to change when men also start taking action and speaking out about how the industry treats everyone other than men. Silence is complicity.”
5. Speaking up: see something, say something
Many people witness incidents of bias but struggle with how to respond. Especially if a company has not formalized a set of procedures for addressing such conflicts, employees are left to figure it out on their own.
As we know, there is no standardized societal guidebook for how to deal with discriminatory situations, especially in the U.S., where attitudes can be polarized and discussions difficult to initiate or sustain. Consequently, people chose a variety of responses to these situations, as evidenced by these findings:
As part of our survey, we asked participants whether they’d witnessed discrimination or bias against someone in their workplace during the past year based on race, ethnicity, gender, or sexual orientation. In all, 43.2% replied that they had, so we asked these participants to go further by telling us what they did in response.
Of that group, more than 4 in 10 (42.9%) took no action because they didn’t feel comfortable getting involved. This was true even though the U.S. Equal Opportunity Commission has declared that workers “have a right to work free of discrimination” based on “race, color, religion, sex (including pregnancy), national origin, disability, age (age 40 or older) or genetic information.”
One reason may be fear of retaliation, which the EEOC found was the most common issue cited by federal employees in discrimination cases. The same is likely true in the private sector. Respondents may fear the outcome if their employer fails to act on their report, and/or the accused discovers the source of the complaint.
In light of this, it was encouraging to find in our survey that 41.2% of witnesses to workplace discrimination told their supervisor. (Another option, reporting the conduct to Human Resources, was not included as a choice among our survey answers).
The most common answer: 56.3% confided in a colleague. This might indicate that these respondents weren’t comfortable going to an in-house supervisor, but also that they felt distressed enough about the situation that they wanted to tell someone.
Among other responses, slightly more than one-third (33.6%) spoke out in the moment, while others addressed the situation later, either with the target of the discrimination (37.8%) or the perpetrator (21%). In the accompanying comments, several reported following up later with both the target and the perpetrator.
6. Mentoring someone from a different background
SEO is a peculiar field in that there isn’t a well-defined path into the industry. The majority of SEOs are self-taught or learn on the job, figuring things out as they go. Or they have a mentor. One in three SEOs surveyed (33.1%) said mentors were their most significant source of SEO knowledge early in their careers.
Our survey asked four questions that went to the question of diversity among mentors. The first two asked whether respondents had worked with a mentor 1) of their own gender and/or 2) of the same race/ethnicity as theirs.
The results were interesting. While only 41.9% reported working with a mentor of their own gender, more than two-thirds (69.5%) said they’d worked with one of the same race/ethnicity. This would seem to indicate more diverse interaction among genders than exists between people of different races and ethnicities.
The next two questions asked whether respondents had worked with a BIPOC mentor and a member of the LGBTQ+ community. In terms of diversity, the results of the first question were disappointing, while answers to the second were encouraging.
A total of 10.8% said they’d worked with a BIPOC member, but that was far short of the U.S. population for that category, according to the U.S. Census. Black Americans alone accounted for 13.4% of the U.S. population in 2019, according to Census Bureau estimates, with Hispanic/Latino individuals checking in at 18.5%.
By contrast, 10.4% of respondents in our survey said they’d worked with a mentor from the LGBTQ+ community. That’s nearly double the percentage of LGBTQ individuals in tech-heavy California during 2019, according to the UCLA School of Law Williams Institute, which placed the figure at 5.3%.
Methodology
These insights were the result of a month-long survey of 326 SEO professionals conducted by North Star Inbound from August 24 to September 28, 2020. We promoted the survey on Twitter, our own blog, and by email. We’re grateful to Moz and Search Engine Land for also sharing the link.
In terms of gender, the SEOs described themselves as follows:
203 identify as women
109 identify as men
1 is a trans woman
2 are trans men
11 are nonbinary, genderqueer, two-spirit, or gender nonconformist
3 preferred not to say
With regard to sexual orientation:
72.8% said they were heterosexual
11.5% said they were bisexual
4.1% said they were pansexual
3.9% said they were gay
3.3% said they were lesbian
1.1% said they were asexual
1.9% preferred not to say
The SEOs described their race or ethnicity as follows: (Participants were able to check more than one box)
233 White
30 Hispanic, Latino, or Spanish
25 Black or African American
13 Asian or Asian American
7 South Asian/Indian subcontinent
5 Middle Eastern/North African/Arabian peninsula
4 Native Hawaiian or other Pacific Islander
2 American Indian or Alaska Native
The SEOs who completed the survey came from the following countries:
218 from the U.S.
35 from the U.K.
11 from Canada
9 from Germany
8 from Taiwan
6 from Spain
2 each from Australia, Brazil, France, India, Israel, Japan, the Netherlands, Nigeria, Poland, Romania, and Switzerland
1 each from Argentina, Austria, China, Ireland, Italy, Lithuania, Malta, Mauritius, Peru, Portugal, and Turkey
The survey respondents’ average number of years in SEO was 6.9. The median number of years was 5. The average age was 34.5, and the median age was 32.
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Diversity and Inclusion in SEO: BIPOC and LGBTQ+ SEOs Share Their Experiences
Posted by NicoleDeLeon
People around the world are having important discussions about systemic racism, overt and covert bias, and how we can all do better.
Understanding the problem is the first step. To get a sense of conditions within the SEO community, we asked people to take our Diversity and Inclusion in SEO survey as part of our ongoing project to study the state of SEO.
Due to the subject matter and the way we reached out, our respondents were not a snapshot of the industry as a whole. We were very pleased to have 326 SEOs complete the survey, including a significant number of female, BIPOC, and LGBTQ+ participants. These are important voices that need to be heard, but as we analyzed the data, we were careful not to generalize the industry as a whole without accounting for potential sampling bias. We addressed this by looking at groups separately — straight white cisgender men, BIPOC women, LGBTQ+ men, and so forth.
We recognize that intersectionality is common. Many of the SEOs who shared their stories with us don’t fit neatly into a single group. We addressed that by counting people in each category that applied to them, so a gay Black man’s answers would be factored into both the LGBTQ+ and BIPOC analyses.
Who participated?
Of the 326 SEOs who participated, 231 respondents (70.9%) described themselves as white. Among the rest, 32 SEOs described themselves as Hispanic, Latino, or Spanish; 28 Black or African American; 18 Asian or Asian American; 11 Middle Eastern or North African; eight Indian or South Asian; four Native Hawaiian or other Pacific Islander; and three American Indian or Alaska Native. (Some people were counted in more than one category.)
Our respondents included 203 SEOs who identify as women (including one transgender woman), 109 who identify as men (including two transgender men), and 11 who consider themselves nonbinary, genderqueer, two-spirit, or gender nonconformist. Three people preferred not to share their gender.
With regard to sexual orientation, 72.8% described themselves as heterosexual, 25.2% as LGBTQ+, and 2% preferred not to say.
About two-thirds (218 SEOs) of the participants were from the U.S., and about one in 10 (35 SEOs) were from the United Kingdom. The rest came from 26 other countries across the globe. The average age was 34.5 with 6.9 years of experience in SEO. (Please see the methodology section at the end for more details.)
How is the SEO community doing with diversity and inclusion?
We started our study by asking SEOs how our industry compares with the rest of the business world when it comes to discrimination and bias. More than half of our participants (57.7%) had a different career or significant job experience in another field before working in SEO, so we figured they’d be in a position to know.
Overall, most people (58.7%) think SEO is about the same as other professions. But among those who disagree, more think it’s worse (26%) than better (15.2%).
Surprisingly, there was also no statistically significant difference between BIPOC and white respondents when we asked about prevalence of bias in the industry. However, when we asked how big a problem it is, things got interesting.
Both BIPOC and white SEOs felt much more positively about their own companies than the industry as a whole.
Slightly more than 40% of both BIPOC and white SEOs said discrimination is “not a serious problem at all” within their own companies. However, almost three-quarters of BIPOC SEOs (74.0%) and more than two-thirds of white SEOs (67.5%) said bias is a “moderately serious” or “extremely serious” problem in the SEO industry.
Emotions ran high in the comments for this section. Jamar Ramos, 38, the black male chief operations officer of Crunchy Links in Belmont, California wrote, “White men on SEO Twitter are the f***ing worst. They are defensive, uncouth, and destructive for the industry. So scared of losing power they will drive EVERY BIPOC from SEO if they could.”
Another Black SEO, a 29-year-old woman at a Chicago agency, commented, “As a Black woman (and queer at that), I have definitely not seen a woman like me. I always (somewhat) joked around that I'll be the Queen of SEO, but underneath those words was because I saw not only women underrepresented in the industry, but other minority subsects of being a woman underrepresented as well, such as being a Black woman and/or a queer Black woman. Where are we?!!"
Other perspectives were represented, as well. Said another 28-year-old Black female SEO, “I'm thrilled to work in an industry where there is the freedom to find multiple agencies that are welcoming to all, and the additional freedom to strike out on my own if I ever felt I should.” Many comments in later sections backed up these sentiments, with endorsements of the SEOs’ own companies and their diversity and inclusion policies.
How bad is it? Frequency of racial or ethnic bias in SEO
Our respondents were more diverse than the SEO industry as a whole, so we expect that their experiences would be a bit different, as well. Also, our survey was based on self-reporting, which can be inconsistent. That said, overall, 48.7% of our respondents told us they never experience racial or ethnic bias. Among the others, 6.7% experience racial or ethnic bias at least once a week, 10.9% at least once a month, 9.2% every couple of months, and 24.4% said it was rare but did happen on occasion.
Knowing that 7 out of 10 of our respondents were white, we broke the data down by the SEOs’ self-reported ethnic backgrounds to get a clearer idea about the extent of racial or ethnic bias. Here’s what we found.
Asian and Asian American SEOs were the most likely to say they experience ethnic bias at least once a week, followed by Hispanic or Latino SEOs.
Most Black or African American SEOs said discrimination was a monthly or bi-monthly experience for them. Not surprisingly, white SEOs were the least likely to experience racial or ethnic bias, although about a third said they do get discriminated against based on their heritage or cultural identity.
We’d like to know more about the racial and ethnic discrimination white SEOs are facing. Unfortunately, we focused on BIPOC and LGBTQ+ issues in this survey and did not include questions about religion, so we don’t know what role that might play. We also did not address ageism or disability issues. With each study we publish, we realize how much more we have to learn. We will be sure to explore those issues in future studies.
Gender and LGBTQ+ bias in SEO
There are a lot of forms of LGBTQ+ and gender bias. We let our survey participants interpret the phrase for themselves when asking how often they experience it. Overall, 94.1% of LGBTQ+ SEOs experience bias at least some of the time, and more than a third do so at least once a month. However, 72.5% of the heterosexual SEOs also said they feel gender discrimination at least some of the time.
The impact of bias
About 4 in 10 SEOs said they experienced bias in the past year. We asked them what impact it has had on their productivity, career trajectory, and happiness. Here’s what they said:
69.1% feel “Bias in the workplace has had a negative impact on my productivity and sense of engagement.” (38.3% strongly agreed; 30.8% slightly agreed)
72.1% feel “Bias in the workplace has had a negative impact on my career advancement and earnings.” (39.3% strongly agreed; 32.8% slightly agreed)
74.6% feel “Bias in the workplace has had a negative impact on my happiness, confidence, or well-being.” (42.6% strongly agreed; 32.0% slightly agreed)
The cost of bias
How do discrepancies in pay, being passed over for promotion, and other forms of discrimination add up over the course of a career? There are many variables when comparing incomes. For example, pay can vary based on years of experience, size of company, and specific expertise.
We did the best we could to compare the incomes of SEOs with similar career profiles. Ultimately, we chose to focus on SEO generalists working in the United States, which gave us the largest pool of responses. We broke them down by gender, ethnicity, and age. Our sample sizes for men ranged from 8 to 22 people in each subcategory. Our sample sizes for women ranged from 13 to 35 for each subcategory.
These were small groups, so the results are far from definitive. But the consistency of a disparity merits conversation. Here’s what we found.
For male SEO generalists working in the United States:
In their 20s, white male SEOs reported earning an average of $75,312 per year. BIPOC male SEOs in their 20s reported earning an average of $63,500 per year (18.6% less).
In their 30s, white male SEOs reported earning an average of $95,833 per year. BIPOC male SEOs in their 30s reported earning an average of $89,091 per year (7.6% less).
In their 40s, white male SEOs reported earning an average of $115,937 per year. BIPOC male SEOs in their 40s reported earning an average of $90,417 per year (28.2% less).
For female SEO generalists working in the United States:
In their 20s, white women SEOs reported earning an average of $75,384 per year. BIPOC women SEOs in their 20s reported earning an average of $61,250 per year (23% less).
In their 30s, white women SEOs reported earning an average of $86,571 per year. BIPOC women SEOs in their 30s reported earning an average of $86,094 per year (0.6% less).
In their 40s, white women SEOs reported earning an average of $109,375 per year. BIPOC women SEOs in their 40s reported earning an average of $101,094 per year (7.6% less).
What does on-the-job bias look like?
“Where are you really from?” “Are you the new diversity hire?” “But you all look alike.” “You’re Asian, so you’re good at math, right?” “You don’t speak Spanish?” “Do you play basketball?” “I think what she was trying to say was…”
It can happen to anyone, but people of color, members of the LGBTQ+ community, and women hear things like this often. A microaggression is a subtle behavior directed at a member of a marginalized group. It can be verbal or nonverbal, delivered consciously or not, and can pose a cumulative, damaging effect to the receiver.
Columbia University defines racial microaggressions as “brief and commonplace daily verbal, behavioral, or environmental indignities” that contain “hostile, derogatory, or negative” content or subtext. The result, according to a City University of New York study, can be “anxiety and depressive symptoms over and above the effects of non-race-specific stress.”
Minority racial and ethnic groups are often targets of microaggressions, but these offenses can be directed at any marginalized group in addition to people of color, including women, people with disabilities, individuals in the LGBTQ+ community, those with mental illness, single parents, and people in lower economic classes.
Many SEOs reported experiencing a cascade of microaggressions and similar offenses. A 46-year-old white woman in the U.K. with more than 15 years of experience in the field wrote, “I don’t feel I get taken at all seriously as a female SEO — to the extent that I stopped attending events years ago. It’s a total boys club, to the point of afterparties at strip clubs. As a woman, I’ve had male SEOs expect me to do all the legwork because my time is less important, and then they try and take credit for my work. When I called them out, I was met with bullying. It’s a disgusting situation to still be in after this long in the industry.”
The most common microaggression reported during the past year, by more than 4 in 5 SEOs (81.4%) in our poll, was being interrupted or spoken over. Second on the list, however, was an actively offensive action: Nearly 6 in 10 reported having an idea taken by someone else (57.5%).
Perhaps unsurprisingly, 44.1% of respondents reported being paid less than similarly qualified employees. A 2016 Pew Research center report supported the data on this enduring travesty with regard to race and gender. Additionally, Census Bureau data from as recently as 2018 showed that women of all races still earn 82 cents for every dollar earned by men.
Among the 48.4% of respondents who report being talked down to or treated as less capable than similarly qualified employees, several made poignant comments to back up their responses.
A 26-year-old biracial woman at a small Midwestern agency said, “I am constantly having to prove my case or strategies, even when the target audience I am marketing/optimizing for looks more like me than my colleagues. I am questioned constantly and asked to prove my work, despite being the only person at the company with the knowledge and skills to produce the work.”
And one technical SEO said, “I am a white, cisgendered woman, so I have a lot of privilege, but I still have clients who feel the need to verify my recommendations with their own ‘research’ (rudimentary Google search) or by checking my advice against the opinion of white men, many of whom have less experience than I do (‘My nephew learned about SEO in college, and he says …’).”
Other common verbal microaggressions reported by survey respondents include being addressed unprofessionally (41.3%), hearing crude or offensive jokes about race and ethnicity (36.1%), or about sexual orientation or gender identity (38.5%).
Drilling down: specific microaggression experiences by group
We asked SEOs in our survey about the types of microaggressions they’ve been exposed to in the field, and found that some types of microaggressions are more commonly experienced by certain groups. We sorted respondents into six groups based on gender, ethnicity, and LGBTQ+ orientation to see how different issues affected each demographic. In some cases, we found surprising results.
At least half of SEOs in each group registered the most common microaggression: being interrupted or spoken over. In all, 91.1% of straight, white, cisgender women and 90.7% of LGBTQ+ women report this happening to them, while a surprising 82.5% of straight, white, cisgender men share the experience. Men in the BIPOC group reported barely half as many incidences of this microaggression in their experience.
All three categories of women were most likely to report a pay gap and having their ideas stolen. Reports from straight, white, cisgender women (65.8%), LGBTQ+ women (60.5%), and BIPOC women (59.3%) were remarkably consistent, falling within just slightly more than six percentage points of one another.
Meanwhile, men in the BIPOC group were most likely to say they’d been passed over for a promotion (41.7%), followed closely by LGBTQ+ men (40%), and women (37.2%).
Bad-faith banter
Conversations on the job were fertile ground for verbal microaggressions of different types. What some might consider harmless banter may not be harmless at all. We explored jokes and other verbal interactions that SEOs reported as disrespectful and hurtful.
We defined four different categories and found that the most common complaint occurred among straight, white, and cisgender women, 68.4% of whom reported “being talked down to or treated as less capable than similarly qualified employees.”
The other two most common complaints involved hearing “offensive jokes about race or ethnicity.” A total of 58.3% of BIPOC men reported hearing such jokes, but interestingly, even more LGBTQ+ men (60%) said they’d been exposed to this kind of inappropriate humor. And 37% of BIPOC women endured the same treatment.
A disappointing wealth of examples of this egregious behavior was described in the comments.
A 32-year-old white SEO who identifies as gender nonconformist described the time a “past employer, during the interview process, told me he wanted to make it clear to his (service industry) customers he wasn’t going to send any Black people to their homes. This job was rampant with racism and misogyny. I took the job out of desperation and got out as soon as I could.”
Another SEO, a 37-year-old Black woman, wrote, “When starting out, I worked at a boutique agency where many people felt comfortable telling Black and Asian jokes to me. I was on time for a business trip meetup at 5 a.m. and one employee joked that he didn’t realize Black people could get up that early. I left as soon as I could get another job that wouldn’t ding my résumé.”
Slightly more than 53% of LGBTQ+ women and men responded that they’d heard offensive jokes about gender identity or sexual orientation, the highest in that category. Likewise, LGBTQ+ men (20%) and women (14%) were most likely to have been asked how they got hired.
Mixed messages at work
Next, we considered four categories in which employees are implicitly singled out because of their membership in a marginalized group.
On the one hand, we asked whether group members had been singled out to promote an appearance of diversity — through tokenism or by assigning them to resolve problems of bias. The dubious value that such a request (under the best of circumstances) might signify, though, is negated by their opposite and often accompanying tendencies: targeting certain people or groups with suspicion (by being monitored more closely) or with criticism for their being “too sensitive” to discriminatory language/behavior.
LGBTQ+ men were most likely to report instances of tokenism (26.7%) and being labeled “too sensitive” (33.3%) to discrimination. BIPOC women ranked next in those categories, with 22.2% and 29.6%, respectively. Similarly, one-third of BIPOC women (33.3%) reported being supervised more closely than similarly qualified employees.
The comments for this section were rife with examples, like the one from a 36-year-old Hispanic/Latino male who described “being asked to ‘woke-check’ social content to see if anything in it might trigger a backlash from the immigrant community.”
Unsurprisingly, straight, white, cisgender men and women ranked in the bottom half of those reporting in each of the four categories. But men and women in other categories reported varying results. Nearly three times as many LGBTQ+ men (26.7%) as women (9.3%) said they’d experienced tokenism. Meanwhile, BIPOC women were far more likely than men — 29.6% to 8.3% — to report being labeled “too sensitive” for calling out discriminatory behavior or language.
We specifically asked BIPOC respondents to our survey how often they’d experienced three common forms of microaggression, dividing participants into four groups:
Middle Eastern/North African
Black/African American
Hispanic/Latino
Asian/Asian-American
All four groups reported that the most common of the three microaggressions we asked about was being complimented for being articulate or “well-spoken” — indicating an implied and unfounded expectation that they wouldn’t be. Three-quarters (75%) of Middle Eastern/North African respondents and two-thirds (66.7%) of Black/African American survey participants said this had happened to them.
In addition, nearly half (47.6%) of Hispanic/Latino group members surveyed said they’d been asked where they’re “actually” from. This was at least 20 percentage points higher than for any of the other three groups. The results appear to reflect a bias against immigrants from Mexico and Central America, and a baseless distrust of their status as citizens or legal residents.
The third question explored what researchers have identified as a tendency to view members of other racial or ethnic groups as interchangeable: a bias that can lead to stereotyping and discrimination. In this instance, Black/African American participants were significantly more likely (44.4%) to indicate they’d been mistaken for someone else of their race or ethnicity.
How diverse are SEOs’ workplaces?
Representation of diverse populations is a huge issue in the microcosm of the SEO industry, as well as the macrocosm of business and society in general. We were interested in how SEOs viewed diversity in the rosters at their workplaces, both in the rank-and-file employee roster and in executive or leadership positions.
Survey respondents were nearly evenly split between working for an agency and working in-house at a company (45.9% and 42.2%, respectively), while the remainder split the difference between freelancing (5.3%) and consulting (6.6%) in the SEO field.
Overall diversity levels never exceeded 15.3% for organizations of any size, hitting that level for companies with 2-10 employees and again for businesses with 251-1,000 workers. Companies with 11-25 workers turned in a percentage of 12.1%.
Percentages were lowest at the largest corporations, with the worst showing (5%) at companies with 5,001-10,000 workers. Companies with more than 10,000 employees (6.5%) and with 1,001-5,000 workers (6.9%) did only slightly better. One-person companies were also relatively less likely to be diverse than other small or midsize businesses, at 7.5%.
To further plumb the depths of representation in various SEO employment situations, we asked survey respondents to estimate the level of diversity in their organizations, including at leadership levels. We asked the same question for racial and ethnic diversity and for gender and LGBTQ+ diversity.
BIPOC diversity
In exploring diversity levels for SEOs with regard to race and ethnicity, we found a fairly even split between those that were rated “somewhat” or “very diverse” (slightly more than 54%) and those that were “not very” or not at all diverse (roughly 46%). At the extremes, roughly 16% were very diverse, and just slightly less were not diverse at all.
But, as mentioned, leadership is less diverse: Fully half (50.4%) of companies said they had no diverse individuals in leadership roles, and just over 7% reported more than half of their leadership was diverse. In total, 82.5% of respondents said diverse individuals comprised less than 25% of their company’s leadership or less.
At major tech companies such as Facebook, Apple, and Microsoft, the bulk of racial and ethnic diversity in 2017 was represented by Asian employees, with Black and Hispanic employees making up just small slivers of the workforce.
Gender and LGBTQ+ diversity
When it comes to gender or sexual orientation, diversity results are slightly higher than those for race and ethnicity. More than 6 in 10 respondents (61.8%) answered that their companies were either very (20.9%) or somewhat (40.9%) diverse, compared with just 12% who said they were not diverse at all.
More specifically, however, the data seems to indicate less diversity.
For women, a 2018 report by the National Center for Women & Technology found that their share of the workforce at tech-related companies was 26%, far shy of the 57% for the U.S. workforce in general. Meanwhile, Black, Latina, and Native American women made up just 4% of computing jobs, even though they accounted for 16% of the overall population.
The numbers for LGBTQ+ leadership in our survey were even less encouraging: More than 4 in 10 survey participants (41.7%) said their leadership teams did not include any LGBTQ+ members, while a mere 4.4% said that more than a quarter of those team members were LGBTQ+ individuals.
An interesting finding: 37.4% of those who responded said they were not sure about the LGBTQ+ membership composition of their leadership teams. This would seem to indicate that many team members choose not to share their sexual orientation, suggesting a bigger-than-expected separation between private and professional life.
How important is diversity in SEOs’ workplaces?
In answer to the question, “Is diversity and inclusion a priority in your company,” the comments varied widely. Some respondents simply answered “No” — or if it was, they weren’t aware of it.
At the other end of the spectrum were comments along the lines of “We don’t need to try; our team is just naturally diverse and inclusive.” (As with other responses, the survey cannot address the accuracy of self-assessment.) Several other comments indicated that the company strived to hire the best person for the job, “regardless of any stereotype.”
Other responses were slightly more specific. Several said their companies had only started focusing on diversity in response to the Black Lives Matter movement after George Floyd’s death in police custody.
Others indicated that their companies have an established focus on gender equality, but had only recently begun to address BIPOC or LGBTQ+ issues. A 34-year-old gay white man at a large company wrote, “Diversity and inclusion is a priority for the gender pay gap, but doesn���t include or reference race or LGBT. There’s a women’s mentor program to help promote women to higher roles, and there’s a women’s network to raise visibility.”
When asked whether diversity was a priority at their company, nearly half (49.7%) of the SEOs indicated that it was — nearly three times as many as those who said it wasn’t (17.2%). One in five (20.34%) weren’t sure, and 12.8% checked “Other” and were asked to elaborate with specific responses. Roughly 19% of those questioned elected not to answer.
What steps do companies take to encourage diversity and inclusion?
The prevalence of “Yes” answers was encouraging. Many of these were followed up with detailed descriptions of initiatives and programs in place to promote diversity and inclusion at the respondents’ workplaces.
For example, a 29-year-old Black woman who described her company as “very diverse” detailed the organization’s initiatives like this: “We have a diversity and inclusion council with men and women of all different backgrounds from across the world. We have a North American task force; we publish our diversity data; we do outreach to educational institutions including HBCUs [historically black colleges and universities] to source talent; and we have anti-racism and inclusion training.”
Also, a 28-year-old woman who identifies as American Indian or Alaska Native in Austin, Texas, commented, “Our leadership has recently made great strides to take action to ensure diversity and inclusion is a topic our entire company is knowledgeable about. We are also taking actions to raise awareness about inequality in the tech industry in a landmark report about BIPOC in tech as well as finding ways to volunteer with a BIPOC kids coding organization.”
The number and breadth of diversity and inclusion initiatives our SEOs described were also encouraging. These ranged from interactive activities such as diversity training sessions and workshops to company communication efforts like informative newsletters and the publication of diversity data.
When it comes to personnel management, some businesses are further seeking to instill diversity and excise bias in their criteria for recruiting, hiring, and promoting. And, especially important in response to the on-the-job-learning aspects specific to the SEO field, participation in internships and mentoring programs is also a growing and well-supported option.
A 28-year-old Black nonbinary SEO described several initiatives at her large agency, saying, “They have a group focused on diversity, equity, and inclusion. They are updating their practices around recruiting and interviewing to remove any unconscious racial biases. And, providing mandatory anti-racist training for all employees.”
For more detailed information on the measures companies are enacting to improve diversity and inclusion within their organizations, continue to the section below.
What are some solutions?
Diversity and inclusion data can look discouraging overall, but anecdotal responses told us that a breadth of measures are being taken to address disparities in representation, discriminatory practices, and inherent bias in everyday operations. Here are several of the initiatives cited by survey takers to enhance diversity and inclusion in the SEO workplace.
1. Initiatives at the corporate level
Employee participation in and consultation with advisory panels and task forces was a commonly cited effort, in addition to compiling and distributing informative resources like newsletters and reading lists. Several respondents described opt-in cultural activities designed to facilitate diversity, such as setting up Slack channels around particular affinities or topics, establishing employee book clubs, and spotlighting diversity in holiday celebrations.
One SEO generalist in the U.K., a 37-year-old white woman, described several activities of her company’s diversity organization, among them “[organizing] events around different holidays so everyone feels included. We celebrate Eid and Diwali, for example, and everyone in the company is encouraged to share and request days organized around things that are important to them. It’s a great initiative and I’ve learned so much from people openly sharing and discussing.”
2. Employee resource groups
Affinity-based employee resource groups, or ERGs, were cited as extremely valued resources for SEOs. These groups foster safe and informed forums in which different groups can gather to discuss issues, devise requests, suggest solutions, and share information.
One SEO manager, a 58-year-old white trans woman with nearly 15 years in the business, commented, “I am a five-time elected board member of the LGBTQIA ERG diversity group, Pride. We have seven ERGs here at [my company].”
Depending on the workplace and its demographics and company culture, ERGs may center on shared issues of gender, age, race and ethnicity, LGBTQ+ orientation, disability, mental health, neurodiversity, religion, parenting, military or veteran status, international communities, women in leadership, and more.
Naturally, any group is most effective and receives greater respect and resources when it’s sponsored and promoted by leaders at the executive level — whether or not the leaders share the demographics of the group.
3. Personal education and growth
Each individual has a responsibility to self-educate on topics related to bias and discrimination, diversity, equity, and inclusion surrounding the struggle of groups historically targeted for exclusion and injustice.
4. Allies in leadership
The support and advocacy of leaders at the executive level is not only the only ingredient necessary for changing company cultures overall. The vocal and steadfast support of allies from other groups is essential — and, unfortunately, often still lacking.
One SEO consultant, a 49-year-old woman who is biracial Latina and white, put it quite succinctly: “I see a lot of women in the SEO industry speaking out about the lack of diversity and inclusion, but very few men in the industry. Whenever one of these conversations gets going on Twitter, most of the men in SEO whom I follow suddenly get very quiet. The industry is only going to change when men also start taking action and speaking out about how the industry treats everyone other than men. Silence is complicity.”
5. Speaking up: see something, say something
Many people witness incidents of bias but struggle with how to respond. Especially if a company has not formalized a set of procedures for addressing such conflicts, employees are left to figure it out on their own.
As we know, there is no standardized societal guidebook for how to deal with discriminatory situations, especially in the U.S., where attitudes can be polarized and discussions difficult to initiate or sustain. Consequently, people chose a variety of responses to these situations, as evidenced by these findings:
As part of our survey, we asked participants whether they’d witnessed discrimination or bias against someone in their workplace during the past year based on race, ethnicity, gender, or sexual orientation. In all, 43.2% replied that they had, so we asked these participants to go further by telling us what they did in response.
Of that group, more than 4 in 10 (42.9%) took no action because they didn’t feel comfortable getting involved. This was true even though the U.S. Equal Opportunity Commission has declared that workers “have a right to work free of discrimination” based on “race, color, religion, sex (including pregnancy), national origin, disability, age (age 40 or older) or genetic information.”
One reason may be fear of retaliation, which the EEOC found was the most common issue cited by federal employees in discrimination cases. The same is likely true in the private sector. Respondents may fear the outcome if their employer fails to act on their report, and/or the accused discovers the source of the complaint.
In light of this, it was encouraging to find in our survey that 41.2% of witnesses to workplace discrimination told their supervisor. (Another option, reporting the conduct to Human Resources, was not included as a choice among our survey answers).
The most common answer: 56.3% confided in a colleague. This might indicate that these respondents weren’t comfortable going to an in-house supervisor, but also that they felt distressed enough about the situation that they wanted to tell someone.
Among other responses, slightly more than one-third (33.6%) spoke out in the moment, while others addressed the situation later, either with the target of the discrimination (37.8%) or the perpetrator (21%). In the accompanying comments, several reported following up later with both the target and the perpetrator.
6. Mentoring someone from a different background
SEO is a peculiar field in that there isn’t a well-defined path into the industry. The majority of SEOs are self-taught or learn on the job, figuring things out as they go. Or they have a mentor. One in three SEOs surveyed (33.1%) said mentors were their most significant source of SEO knowledge early in their careers.
Our survey asked four questions that went to the question of diversity among mentors. The first two asked whether respondents had worked with a mentor 1) of their own gender and/or 2) of the same race/ethnicity as theirs.
The results were interesting. While only 41.9% reported working with a mentor of their own gender, more than two-thirds (69.5%) said they’d worked with one of the same race/ethnicity. This would seem to indicate more diverse interaction among genders than exists between people of different races and ethnicities.
The next two questions asked whether respondents had worked with a BIPOC mentor and a member of the LGBTQ+ community. In terms of diversity, the results of the first question were disappointing, while answers to the second were encouraging.
A total of 10.8% said they’d worked with a BIPOC member, but that was far short of the U.S. population for that category, according to the U.S. Census. Black Americans alone accounted for 13.4% of the U.S. population in 2019, according to Census Bureau estimates, with Hispanic/Latino individuals checking in at 18.5%.
By contrast, 10.4% of respondents in our survey said they’d worked with a mentor from the LGBTQ+ community. That’s nearly double the percentage of LGBTQ individuals in tech-heavy California during 2019, according to the UCLA School of Law Williams Institute, which placed the figure at 5.3%.
Methodology
These insights were the result of a month-long survey of 326 SEO professionals conducted by North Star Inbound from August 24 to September 28, 2020. We promoted the survey on Twitter, our own blog, and by email. We’re grateful to Moz and Search Engine Land for also sharing the link.
In terms of gender, the SEOs described themselves as follows:
203 identify as women
109 identify as men
1 is a trans woman
2 are trans men
11 are nonbinary, genderqueer, two-spirit, or gender nonconformist
3 preferred not to say
With regard to sexual orientation:
72.8% said they were heterosexual
11.5% said they were bisexual
4.1% said they were pansexual
3.9% said they were gay
3.3% said they were lesbian
1.1% said they were asexual
1.9% preferred not to say
The SEOs described their race or ethnicity as follows: (Participants were able to check more than one box)
233 White
30 Hispanic, Latino, or Spanish
25 Black or African American
13 Asian or Asian American
7 South Asian/Indian subcontinent
5 Middle Eastern/North African/Arabian peninsula
4 Native Hawaiian or other Pacific Islander
2 American Indian or Alaska Native
The SEOs who completed the survey came from the following countries:
218 from the U.S.
35 from the U.K.
11 from Canada
9 from Germany
8 from Taiwan
6 from Spain
2 each from Australia, Brazil, France, India, Israel, Japan, the Netherlands, Nigeria, Poland, Romania, and Switzerland
1 each from Argentina, Austria, China, Ireland, Italy, Lithuania, Malta, Mauritius, Peru, Portugal, and Turkey
The survey respondents’ average number of years in SEO was 6.9. The median number of years was 5. The average age was 34.5, and the median age was 32.
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Nose of English Electric Canberra T.4 [WE113] by Alan Wilson Via Flickr: c/n 71076 Built 1952 and served with 85, 98 and 100 Squadrons, as well as with 231 Operational Conversion Unit (231OCU). Broken up in December 1992 with the nose being saved. Privately owned, it has been on loan to the museum sice June 2011 Tangmere Military Aviation Museum, West Sussex, UK 20th August 2020
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Diversity and Inclusion in SEO: BIPOC and LGBTQ+ SEOs Share Their Experiences
Posted by NicoleDeLeon
People around the world are having important discussions about systemic racism, overt and covert bias, and how we can all do better.
Understanding the problem is the first step. To get a sense of conditions within the SEO community, we asked people to take our Diversity and Inclusion in SEO survey as part of our ongoing project to study the state of SEO.
Due to the subject matter and the way we reached out, our respondents were not a snapshot of the industry as a whole. We were very pleased to have 326 SEOs complete the survey, including a significant number of female, BIPOC, and LGBTQ+ participants. These are important voices that need to be heard, but as we analyzed the data, we were careful not to generalize the industry as a whole without accounting for potential sampling bias. We addressed this by looking at groups separately — straight white cisgender men, BIPOC women, LGBTQ+ men, and so forth.
We recognize that intersectionality is common. Many of the SEOs who shared their stories with us don’t fit neatly into a single group. We addressed that by counting people in each category that applied to them, so a gay Black man’s answers would be factored into both the LGBTQ+ and BIPOC analyses.
Who participated?
Of the 326 SEOs who participated, 231 respondents (70.9%) described themselves as white. Among the rest, 32 SEOs described themselves as Hispanic, Latino, or Spanish; 28 Black or African American; 18 Asian or Asian American; 11 Middle Eastern or North African; eight Indian or South Asian; four Native Hawaiian or other Pacific Islander; and three American Indian or Alaska Native. (Some people were counted in more than one category.)
Our respondents included 203 SEOs who identify as women (including one transgender woman), 109 who identify as men (including two transgender men), and 11 who consider themselves nonbinary, genderqueer, two-spirit, or gender nonconformist. Three people preferred not to share their gender.
With regard to sexual orientation, 72.8% described themselves as heterosexual, 25.2% as LGBTQ+, and 2% preferred not to say.
About two-thirds (218 SEOs) of the participants were from the U.S., and about one in 10 (35 SEOs) were from the United Kingdom. The rest came from 26 other countries across the globe. The average age was 34.5 with 6.9 years of experience in SEO. (Please see the methodology section at the end for more details.)
How is the SEO community doing with diversity and inclusion?
We started our study by asking SEOs how our industry compares with the rest of the business world when it comes to discrimination and bias. More than half of our participants (57.7%) had a different career or significant job experience in another field before working in SEO, so we figured they’d be in a position to know.
Overall, most people (58.7%) think SEO is about the same as other professions. But among those who disagree, more think it’s worse (26%) than better (15.2%).
Surprisingly, there was also no statistically significant difference between BIPOC and white respondents when we asked about prevalence of bias in the industry. However, when we asked how big a problem it is, things got interesting.
Both BIPOC and white SEOs felt much more positively about their own companies than the industry as a whole.
Slightly more than 40% of both BIPOC and white SEOs said discrimination is “not a serious problem at all” within their own companies. However, almost three-quarters of BIPOC SEOs (74.0%) and more than two-thirds of white SEOs (67.5%) said bias is a “moderately serious” or “extremely serious” problem in the SEO industry.
Emotions ran high in the comments for this section. Jamar Ramos, 38, the black male chief operations officer of Crunchy Links in Belmont, California wrote, “White men on SEO Twitter are the f***ing worst. They are defensive, uncouth, and destructive for the industry. So scared of losing power they will drive EVERY BIPOC from SEO if they could.”
Another Black SEO, a 29-year-old woman at a Chicago agency, commented, “As a Black woman (and queer at that), I have definitely not seen a woman like me. I always (somewhat) joked around that I'll be the Queen of SEO, but underneath those words was because I saw not only women underrepresented in the industry, but other minority subsects of being a woman underrepresented as well, such as being a Black woman and/or a queer Black woman. Where are we?!!"
Other perspectives were represented, as well. Said another 28-year-old Black female SEO, “I'm thrilled to work in an industry where there is the freedom to find multiple agencies that are welcoming to all, and the additional freedom to strike out on my own if I ever felt I should.” Many comments in later sections backed up these sentiments, with endorsements of the SEOs’ own companies and their diversity and inclusion policies.
How bad is it? Frequency of racial or ethnic bias in SEO
Our respondents were more diverse than the SEO industry as a whole, so we expect that their experiences would be a bit different, as well. Also, our survey was based on self-reporting, which can be inconsistent. That said, overall, 48.7% of our respondents told us they never experience racial or ethnic bias. Among the others, 6.7% experience racial or ethnic bias at least once a week, 10.9% at least once a month, 9.2% every couple of months, and 24.4% said it was rare but did happen on occasion.
Knowing that 7 out of 10 of our respondents were white, we broke the data down by the SEOs’ self-reported ethnic backgrounds to get a clearer idea about the extent of racial or ethnic bias. Here’s what we found.
Asian and Asian American SEOs were the most likely to say they experience ethnic bias at least once a week, followed by Hispanic or Latino SEOs.
Most Black or African American SEOs said discrimination was a monthly or bi-monthly experience for them. Not surprisingly, white SEOs were the least likely to experience racial or ethnic bias, although about a third said they do get discriminated against based on their heritage or cultural identity.
We’d like to know more about the racial and ethnic discrimination white SEOs are facing. Unfortunately, we focused on BIPOC and LGBTQ+ issues in this survey and did not include questions about religion, so we don’t know what role that might play. We also did not address ageism or disability issues. With each study we publish, we realize how much more we have to learn. We will be sure to explore those issues in future studies.
Gender and LGBTQ+ bias in SEO
There are a lot of forms of LGBTQ+ and gender bias. We let our survey participants interpret the phrase for themselves when asking how often they experience it. Overall, 94.1% of LGBTQ+ SEOs experience bias at least some of the time, and more than a third do so at least once a month. However, 72.5% of the heterosexual SEOs also said they feel gender discrimination at least some of the time.
The impact of bias
About 4 in 10 SEOs said they experienced bias in the past year. We asked them what impact it has had on their productivity, career trajectory, and happiness. Here’s what they said:
69.1% feel “Bias in the workplace has had a negative impact on my productivity and sense of engagement.” (38.3% strongly agreed; 30.8% slightly agreed)
72.1% feel “Bias in the workplace has had a negative impact on my career advancement and earnings.” (39.3% strongly agreed; 32.8% slightly agreed)
74.6% feel “Bias in the workplace has had a negative impact on my happiness, confidence, or well-being.” (42.6% strongly agreed; 32.0% slightly agreed)
The cost of bias
How do discrepancies in pay, being passed over for promotion, and other forms of discrimination add up over the course of a career? There are many variables when comparing incomes. For example, pay can vary based on years of experience, size of company, and specific expertise.
We did the best we could to compare the incomes of SEOs with similar career profiles. Ultimately, we chose to focus on SEO generalists working in the United States, which gave us the largest pool of responses. We broke them down by gender, ethnicity, and age. Our sample sizes for men ranged from 8 to 22 people in each subcategory. Our sample sizes for women ranged from 13 to 35 for each subcategory.
These were small groups, so the results are far from definitive. But the consistency of a disparity merits conversation. Here’s what we found.
For male SEO generalists working in the United States:
In their 20s, white male SEOs reported earning an average of $75,312 per year. BIPOC male SEOs in their 20s reported earning an average of $63,500 per year (18.6% less).
In their 30s, white male SEOs reported earning an average of $95,833 per year. BIPOC male SEOs in their 30s reported earning an average of $89,091 per year (7.6% less).
In their 40s, white male SEOs reported earning an average of $115,937 per year. BIPOC male SEOs in their 40s reported earning an average of $90,417 per year (28.2% less).
For female SEO generalists working in the United States:
In their 20s, white women SEOs reported earning an average of $75,384 per year. BIPOC women SEOs in their 20s reported earning an average of $61,250 per year (23% less).
In their 30s, white women SEOs reported earning an average of $86,571 per year. BIPOC women SEOs in their 30s reported earning an average of $86,094 per year (0.6% less).
In their 40s, white women SEOs reported earning an average of $109,375 per year. BIPOC women SEOs in their 40s reported earning an average of $101,094 per year (7.6% less).
What does on-the-job bias look like?
“Where are you really from?” “Are you the new diversity hire?” “But you all look alike.” “You’re Asian, so you’re good at math, right?” “You don’t speak Spanish?” “Do you play basketball?” “I think what she was trying to say was…”
It can happen to anyone, but people of color, members of the LGBTQ+ community, and women hear things like this often. A microaggression is a subtle behavior directed at a member of a marginalized group. It can be verbal or nonverbal, delivered consciously or not, and can pose a cumulative, damaging effect to the receiver.
Columbia University defines racial microaggressions as “brief and commonplace daily verbal, behavioral, or environmental indignities” that contain “hostile, derogatory, or negative” content or subtext. The result, according to a City University of New York study, can be “anxiety and depressive symptoms over and above the effects of non-race-specific stress.”
Minority racial and ethnic groups are often targets of microaggressions, but these offenses can be directed at any marginalized group in addition to people of color, including women, people with disabilities, individuals in the LGBTQ+ community, those with mental illness, single parents, and people in lower economic classes.
Many SEOs reported experiencing a cascade of microaggressions and similar offenses. A 46-year-old white woman in the U.K. with more than 15 years of experience in the field wrote, “I don’t feel I get taken at all seriously as a female SEO — to the extent that I stopped attending events years ago. It’s a total boys club, to the point of afterparties at strip clubs. As a woman, I’ve had male SEOs expect me to do all the legwork because my time is less important, and then they try and take credit for my work. When I called them out, I was met with bullying. It’s a disgusting situation to still be in after this long in the industry.”
The most common microaggression reported during the past year, by more than 4 in 5 SEOs (81.4%) in our poll, was being interrupted or spoken over. Second on the list, however, was an actively offensive action: Nearly 6 in 10 reported having an idea taken by someone else (57.5%).
Perhaps unsurprisingly, 44.1% of respondents reported being paid less than similarly qualified employees. A 2016 Pew Research center report supported the data on this enduring travesty with regard to race and gender. Additionally, Census Bureau data from as recently as 2018 showed that women of all races still earn 82 cents for every dollar earned by men.
Among the 48.4% of respondents who report being talked down to or treated as less capable than similarly qualified employees, several made poignant comments to back up their responses.
A 26-year-old biracial woman at a small Midwestern agency said, “I am constantly having to prove my case or strategies, even when the target audience I am marketing/optimizing for looks more like me than my colleagues. I am questioned constantly and asked to prove my work, despite being the only person at the company with the knowledge and skills to produce the work.”
And one technical SEO said, “I am a white, cisgendered woman, so I have a lot of privilege, but I still have clients who feel the need to verify my recommendations with their own ‘research’ (rudimentary Google search) or by checking my advice against the opinion of white men, many of whom have less experience than I do (‘My nephew learned about SEO in college, and he says …’).”
Other common verbal microaggressions reported by survey respondents include being addressed unprofessionally (41.3%), hearing crude or offensive jokes about race and ethnicity (36.1%), or about sexual orientation or gender identity (38.5%).
Drilling down: specific microaggression experiences by group
We asked SEOs in our survey about the types of microaggressions they’ve been exposed to in the field, and found that some types of microaggressions are more commonly experienced by certain groups. We sorted respondents into six groups based on gender, ethnicity, and LGBTQ+ orientation to see how different issues affected each demographic. In some cases, we found surprising results.
At least half of SEOs in each group registered the most common microaggression: being interrupted or spoken over. In all, 91.1% of straight, white, cisgender women and 90.7% of LGBTQ+ women report this happening to them, while a surprising 82.5% of straight, white, cisgender men share the experience. Men in the BIPOC group reported barely half as many incidences of this microaggression in their experience.
All three categories of women were most likely to report a pay gap and having their ideas stolen. Reports from straight, white, cisgender women (65.8%), LGBTQ+ women (60.5%), and BIPOC women (59.3%) were remarkably consistent, falling within just slightly more than six percentage points of one another.
Meanwhile, men in the BIPOC group were most likely to say they’d been passed over for a promotion (41.7%), followed closely by LGBTQ+ men (40%), and women (37.2%).
Bad-faith banter
Conversations on the job were fertile ground for verbal microaggressions of different types. What some might consider harmless banter may not be harmless at all. We explored jokes and other verbal interactions that SEOs reported as disrespectful and hurtful.
We defined four different categories and found that the most common complaint occurred among straight, white, and cisgender women, 68.4% of whom reported “being talked down to or treated as less capable than similarly qualified employees.”
The other two most common complaints involved hearing “offensive jokes about race or ethnicity.” A total of 58.3% of BIPOC men reported hearing such jokes, but interestingly, even more LGBTQ+ men (60%) said they’d been exposed to this kind of inappropriate humor. And 37% of BIPOC women endured the same treatment.
A disappointing wealth of examples of this egregious behavior was described in the comments.
A 32-year-old white SEO who identifies as gender nonconformist described the time a “past employer, during the interview process, told me he wanted to make it clear to his (service industry) customers he wasn’t going to send any Black people to their homes. This job was rampant with racism and misogyny. I took the job out of desperation and got out as soon as I could.”
Another SEO, a 37-year-old Black woman, wrote, “When starting out, I worked at a boutique agency where many people felt comfortable telling Black and Asian jokes to me. I was on time for a business trip meetup at 5 a.m. and one employee joked that he didn’t realize Black people could get up that early. I left as soon as I could get another job that wouldn’t ding my résumé.”
Slightly more than 53% of LGBTQ+ women and men responded that they’d heard offensive jokes about gender identity or sexual orientation, the highest in that category. Likewise, LGBTQ+ men (20%) and women (14%) were most likely to have been asked how they got hired.
Mixed messages at work
Next, we considered four categories in which employees are implicitly singled out because of their membership in a marginalized group.
On the one hand, we asked whether group members had been singled out to promote an appearance of diversity — through tokenism or by assigning them to resolve problems of bias. The dubious value that such a request (under the best of circumstances) might signify, though, is negated by their opposite and often accompanying tendencies: targeting certain people or groups with suspicion (by being monitored more closely) or with criticism for their being “too sensitive” to discriminatory language/behavior.
LGBTQ+ men were most likely to report instances of tokenism (26.7%) and being labeled “too sensitive” (33.3%) to discrimination. BIPOC women ranked next in those categories, with 22.2% and 29.6%, respectively. Similarly, one-third of BIPOC women (33.3%) reported being supervised more closely than similarly qualified employees.
The comments for this section were rife with examples, like the one from a 36-year-old Hispanic/Latino male who described “being asked to ‘woke-check’ social content to see if anything in it might trigger a backlash from the immigrant community.”
Unsurprisingly, straight, white, cisgender men and women ranked in the bottom half of those reporting in each of the four categories. But men and women in other categories reported varying results. Nearly three times as many LGBTQ+ men (26.7%) as women (9.3%) said they’d experienced tokenism. Meanwhile, BIPOC women were far more likely than men — 29.6% to 8.3% — to report being labeled “too sensitive” for calling out discriminatory behavior or language.
We specifically asked BIPOC respondents to our survey how often they’d experienced three common forms of microaggression, dividing participants into four groups:
Middle Eastern/North African
Black/African American
Hispanic/Latino
Asian/Asian-American
All four groups reported that the most common of the three microaggressions we asked about was being complimented for being articulate or “well-spoken” — indicating an implied and unfounded expectation that they wouldn’t be. Three-quarters (75%) of Middle Eastern/North African respondents and two-thirds (66.7%) of Black/African American survey participants said this had happened to them.
In addition, nearly half (47.6%) of Hispanic/Latino group members surveyed said they’d been asked where they’re “actually” from. This was at least 20 percentage points higher than for any of the other three groups. The results appear to reflect a bias against immigrants from Mexico and Central America, and a baseless distrust of their status as citizens or legal residents.
The third question explored what researchers have identified as a tendency to view members of other racial or ethnic groups as interchangeable: a bias that can lead to stereotyping and discrimination. In this instance, Black/African American participants were significantly more likely (44.4%) to indicate they’d been mistaken for someone else of their race or ethnicity.
How diverse are SEOs’ workplaces?
Representation of diverse populations is a huge issue in the microcosm of the SEO industry, as well as the macrocosm of business and society in general. We were interested in how SEOs viewed diversity in the rosters at their workplaces, both in the rank-and-file employee roster and in executive or leadership positions.
Survey respondents were nearly evenly split between working for an agency and working in-house at a company (45.9% and 42.2%, respectively), while the remainder split the difference between freelancing (5.3%) and consulting (6.6%) in the SEO field.
Overall diversity levels never exceeded 15.3% for organizations of any size, hitting that level for companies with 2-10 employees and again for businesses with 251-1,000 workers. Companies with 11-25 workers turned in a percentage of 12.1%.
Percentages were lowest at the largest corporations, with the worst showing (5%) at companies with 5,001-10,000 workers. Companies with more than 10,000 employees (6.5%) and with 1,001-5,000 workers (6.9%) did only slightly better. One-person companies were also relatively less likely to be diverse than other small or midsize businesses, at 7.5%.
To further plumb the depths of representation in various SEO employment situations, we asked survey respondents to estimate the level of diversity in their organizations, including at leadership levels. We asked the same question for racial and ethnic diversity and for gender and LGBTQ+ diversity.
BIPOC diversity
In exploring diversity levels for SEOs with regard to race and ethnicity, we found a fairly even split between those that were rated “somewhat” or “very diverse” (slightly more than 54%) and those that were “not very” or not at all diverse (roughly 46%). At the extremes, roughly 16% were very diverse, and just slightly less were not diverse at all.
But, as mentioned, leadership is less diverse: Fully half (50.4%) of companies said they had no diverse individuals in leadership roles, and just over 7% reported more than half of their leadership was diverse. In total, 82.5% of respondents said diverse individuals comprised less than 25% of their company’s leadership or less.
At major tech companies such as Facebook, Apple, and Microsoft, the bulk of racial and ethnic diversity in 2017 was represented by Asian employees, with Black and Hispanic employees making up just small slivers of the workforce.
Gender and LGBTQ+ diversity
When it comes to gender or sexual orientation, diversity results are slightly higher than those for race and ethnicity. More than 6 in 10 respondents (61.8%) answered that their companies were either very (20.9%) or somewhat (40.9%) diverse, compared with just 12% who said they were not diverse at all.
More specifically, however, the data seems to indicate less diversity.
For women, a 2018 report by the National Center for Women & Technology found that their share of the workforce at tech-related companies was 26%, far shy of the 57% for the U.S. workforce in general. Meanwhile, Black, Latina, and Native American women made up just 4% of computing jobs, even though they accounted for 16% of the overall population.
The numbers for LGBTQ+ leadership in our survey were even less encouraging: More than 4 in 10 survey participants (41.7%) said their leadership teams did not include any LGBTQ+ members, while a mere 4.4% said that more than a quarter of those team members were LGBTQ+ individuals.
An interesting finding: 37.4% of those who responded said they were not sure about the LGBTQ+ membership composition of their leadership teams. This would seem to indicate that many team members choose not to share their sexual orientation, suggesting a bigger-than-expected separation between private and professional life.
How important is diversity in SEOs’ workplaces?
In answer to the question, “Is diversity and inclusion a priority in your company,” the comments varied widely. Some respondents simply answered “No” — or if it was, they weren’t aware of it.
At the other end of the spectrum were comments along the lines of “We don’t need to try; our team is just naturally diverse and inclusive.” (As with other responses, the survey cannot address the accuracy of self-assessment.) Several other comments indicated that the company strived to hire the best person for the job, “regardless of any stereotype.”
Other responses were slightly more specific. Several said their companies had only started focusing on diversity in response to the Black Lives Matter movement after George Floyd’s death in police custody.
Others indicated that their companies have an established focus on gender equality, but had only recently begun to address BIPOC or LGBTQ+ issues. A 34-year-old gay white man at a large company wrote, “Diversity and inclusion is a priority for the gender pay gap, but doesn’t include or reference race or LGBT. There’s a women’s mentor program to help promote women to higher roles, and there’s a women’s network to raise visibility.”
When asked whether diversity was a priority at their company, nearly half (49.7%) of the SEOs indicated that it was — nearly three times as many as those who said it wasn’t (17.2%). One in five (20.34%) weren’t sure, and 12.8% checked “Other” and were asked to elaborate with specific responses. Roughly 19% of those questioned elected not to answer.
What steps do companies take to encourage diversity and inclusion?
The prevalence of “Yes” answers was encouraging. Many of these were followed up with detailed descriptions of initiatives and programs in place to promote diversity and inclusion at the respondents’ workplaces.
For example, a 29-year-old Black woman who described her company as “very diverse” detailed the organization’s initiatives like this: “We have a diversity and inclusion council with men and women of all different backgrounds from across the world. We have a North American task force; we publish our diversity data; we do outreach to educational institutions including HBCUs [historically black colleges and universities] to source talent; and we have anti-racism and inclusion training.”
Also, a 28-year-old woman who identifies as American Indian or Alaska Native in Austin, Texas, commented, “Our leadership has recently made great strides to take action to ensure diversity and inclusion is a topic our entire company is knowledgeable about. We are also taking actions to raise awareness about inequality in the tech industry in a landmark report about BIPOC in tech as well as finding ways to volunteer with a BIPOC kids coding organization.”
The number and breadth of diversity and inclusion initiatives our SEOs described were also encouraging. These ranged from interactive activities such as diversity training sessions and workshops to company communication efforts like informative newsletters and the publication of diversity data.
When it comes to personnel management, some businesses are further seeking to instill diversity and excise bias in their criteria for recruiting, hiring, and promoting. And, especially important in response to the on-the-job-learning aspects specific to the SEO field, participation in internships and mentoring programs is also a growing and well-supported option.
A 28-year-old Black nonbinary SEO described several initiatives at her large agency, saying, “They have a group focused on diversity, equity, and inclusion. They are updating their practices around recruiting and interviewing to remove any unconscious racial biases. And, providing mandatory anti-racist training for all employees.”
For more detailed information on the measures companies are enacting to improve diversity and inclusion within their organizations, continue to the section below.
What are some solutions?
Diversity and inclusion data can look discouraging overall, but anecdotal responses told us that a breadth of measures are being taken to address disparities in representation, discriminatory practices, and inherent bias in everyday operations. Here are several of the initiatives cited by survey takers to enhance diversity and inclusion in the SEO workplace.
1. Initiatives at the corporate level
Employee participation in and consultation with advisory panels and task forces was a commonly cited effort, in addition to compiling and distributing informative resources like newsletters and reading lists. Several respondents described opt-in cultural activities designed to facilitate diversity, such as setting up Slack channels around particular affinities or topics, establishing employee book clubs, and spotlighting diversity in holiday celebrations.
One SEO generalist in the U.K., a 37-year-old white woman, described several activities of her company’s diversity organization, among them “[organizing] events around different holidays so everyone feels included. We celebrate Eid and Diwali, for example, and everyone in the company is encouraged to share and request days organized around things that are important to them. It’s a great initiative and I’ve learned so much from people openly sharing and discussing.”
2. Employee resource groups
Affinity-based employee resource groups, or ERGs, were cited as extremely valued resources for SEOs. These groups foster safe and informed forums in which different groups can gather to discuss issues, devise requests, suggest solutions, and share information.
One SEO manager, a 58-year-old white trans woman with nearly 15 years in the business, commented, “I am a five-time elected board member of the LGBTQIA ERG diversity group, Pride. We have seven ERGs here at [my company].”
Depending on the workplace and its demographics and company culture, ERGs may center on shared issues of gender, age, race and ethnicity, LGBTQ+ orientation, disability, mental health, neurodiversity, religion, parenting, military or veteran status, international communities, women in leadership, and more.
Naturally, any group is most effective and receives greater respect and resources when it’s sponsored and promoted by leaders at the executive level — whether or not the leaders share the demographics of the group.
3. Personal education and growth
Each individual has a responsibility to self-educate on topics related to bias and discrimination, diversity, equity, and inclusion surrounding the struggle of groups historically targeted for exclusion and injustice.
4. Allies in leadership
The support and advocacy of leaders at the executive level is not only the only ingredient necessary for changing company cultures overall. The vocal and steadfast support of allies from other groups is essential — and, unfortunately, often still lacking.
One SEO consultant, a 49-year-old woman who is biracial Latina and white, put it quite succinctly: “I see a lot of women in the SEO industry speaking out about the lack of diversity and inclusion, but very few men in the industry. Whenever one of these conversations gets going on Twitter, most of the men in SEO whom I follow suddenly get very quiet. The industry is only going to change when men also start taking action and speaking out about how the industry treats everyone other than men. Silence is complicity.”
5. Speaking up: see something, say something
Many people witness incidents of bias but struggle with how to respond. Especially if a company has not formalized a set of procedures for addressing such conflicts, employees are left to figure it out on their own.
As we know, there is no standardized societal guidebook for how to deal with discriminatory situations, especially in the U.S., where attitudes can be polarized and discussions difficult to initiate or sustain. Consequently, people chose a variety of responses to these situations, as evidenced by these findings:
As part of our survey, we asked participants whether they’d witnessed discrimination or bias against someone in their workplace during the past year based on race, ethnicity, gender, or sexual orientation. In all, 43.2% replied that they had, so we asked these participants to go further by telling us what they did in response.
Of that group, more than 4 in 10 (42.9%) took no action because they didn’t feel comfortable getting involved. This was true even though the U.S. Equal Opportunity Commission has declared that workers “have a right to work free of discrimination” based on “race, color, religion, sex (including pregnancy), national origin, disability, age (age 40 or older) or genetic information.”
One reason may be fear of retaliation, which the EEOC found was the most common issue cited by federal employees in discrimination cases. The same is likely true in the private sector. Respondents may fear the outcome if their employer fails to act on their report, and/or the accused discovers the source of the complaint.
In light of this, it was encouraging to find in our survey that 41.2% of witnesses to workplace discrimination told their supervisor. (Another option, reporting the conduct to Human Resources, was not included as a choice among our survey answers).
The most common answer: 56.3% confided in a colleague. This might indicate that these respondents weren’t comfortable going to an in-house supervisor, but also that they felt distressed enough about the situation that they wanted to tell someone.
Among other responses, slightly more than one-third (33.6%) spoke out in the moment, while others addressed the situation later, either with the target of the discrimination (37.8%) or the perpetrator (21%). In the accompanying comments, several reported following up later with both the target and the perpetrator.
6. Mentoring someone from a different background
SEO is a peculiar field in that there isn’t a well-defined path into the industry. The majority of SEOs are self-taught or learn on the job, figuring things out as they go. Or they have a mentor. One in three SEOs surveyed (33.1%) said mentors were their most significant source of SEO knowledge early in their careers.
Our survey asked four questions that went to the question of diversity among mentors. The first two asked whether respondents had worked with a mentor 1) of their own gender and/or 2) of the same race/ethnicity as theirs.
The results were interesting. While only 41.9% reported working with a mentor of their own gender, more than two-thirds (69.5%) said they’d worked with one of the same race/ethnicity. This would seem to indicate more diverse interaction among genders than exists between people of different races and ethnicities.
The next two questions asked whether respondents had worked with a BIPOC mentor and a member of the LGBTQ+ community. In terms of diversity, the results of the first question were disappointing, while answers to the second were encouraging.
A total of 10.8% said they’d worked with a BIPOC member, but that was far short of the U.S. population for that category, according to the U.S. Census. Black Americans alone accounted for 13.4% of the U.S. population in 2019, according to Census Bureau estimates, with Hispanic/Latino individuals checking in at 18.5%.
By contrast, 10.4% of respondents in our survey said they’d worked with a mentor from the LGBTQ+ community. That’s nearly double the percentage of LGBTQ individuals in tech-heavy California during 2019, according to the UCLA School of Law Williams Institute, which placed the figure at 5.3%.
Methodology
These insights were the result of a month-long survey of 326 SEO professionals conducted by North Star Inbound from August 24 to September 28, 2020. We promoted the survey on Twitter, our own blog, and by email. We’re grateful to Moz and Search Engine Land for also sharing the link.
In terms of gender, the SEOs described themselves as follows:
203 identify as women
109 identify as men
1 is a trans woman
2 are trans men
11 are nonbinary, genderqueer, two-spirit, or gender nonconformist
3 preferred not to say
With regard to sexual orientation:
72.8% said they were heterosexual
11.5% said they were bisexual
4.1% said they were pansexual
3.9% said they were gay
3.3% said they were lesbian
1.1% said they were asexual
1.9% preferred not to say
The SEOs described their race or ethnicity as follows: (Participants were able to check more than one box)
233 White
30 Hispanic, Latino, or Spanish
25 Black or African American
13 Asian or Asian American
7 South Asian/Indian subcontinent
5 Middle Eastern/North African/Arabian peninsula
4 Native Hawaiian or other Pacific Islander
2 American Indian or Alaska Native
The SEOs who completed the survey came from the following countries:
218 from the U.S.
35 from the U.K.
11 from Canada
9 from Germany
8 from Taiwan
6 from Spain
2 each from Australia, Brazil, France, India, Israel, Japan, the Netherlands, Nigeria, Poland, Romania, and Switzerland
1 each from Argentina, Austria, China, Ireland, Italy, Lithuania, Malta, Mauritius, Peru, Portugal, and Turkey
The survey respondents’ average number of years in SEO was 6.9. The median number of years was 5. The average age was 34.5, and the median age was 32.
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Position Statement - 09/03/2021
Everyday we cross a number of boundaries, we move in transition. We encounter turbulence in the flow of our movements from one zone to the next. Our busy lives often take up so much of our time and brain power, we often don't stop to look around at our surroundings, and how they may be affecting us.
Thresholds:
Georg Simmel writes in his essay Brüke and Door (Bridge and Door) the human ability to separate “two items from the undisturbed store of natural things”, and to connect “that which has been isolated from one another”. These acts, he argues, are suppositional - we cannot separate without first connecting, and conversely, we cannot connect that which we have previously separated (5).
In the act of demarcating and uniting, we create thresholds, a possibility to enter and exit. A space that is delimited by thresholds and space defining elements can be termed a threshold space (Boettger, 10)
In architecture, thresholds are complex spaces which mediate between the exterior and interior of a building. They are usually utilized as entrance spaces to buildings. They are integrated into the sequence of arriving (Boettger, 10), and can slow down people within the act. Depending on the adjacent interior space, there can be a great need for them to be carefully designed in response to particular requirements of control and security of spaces (Boettger, 12).
Atmospheres (of inside and outside):
“The judgement of environmental character is a complex multi-sensory fusion of countless factors which are immediately and synthetically grasped as an overall atmosphere, ambience, feeling or mood” (Pallasmaa, 230).
Atmospheres are perceived in a diffuse, peripheral and unconscious manner. We absorb the atmosphere of a space before any focused, conscious reading of the individual elements that make it up. The movements and effects of subjects and object/subjects work in relation to each other to create atmospheres. “As we enter a space, the space enters us, and the experience is essentially an exchange and fusion of the object and the subject” (Pallasmaa, 232). “Making sense of atmospheres invites bodily engagement whether by absorbing and being affected by diffuse ephemeral qualities, or by recognizing our own contribution to, and place within, these qualities” (Cottrell, 60)
Atmospheres refers not only to the environmental character of a space, but also the cultural and social (Pallasmaa, 231). The atmosphere of two separated spaces can be incredibly different from the other. From the wild, untameable turbulence of outside nature, to the carefully curated and maintained stability of an enclosed interior room.
Atmospheres of threshold spaces:
Thresholds are complex spatial structures. In terms of perception they are a challenge to the interacting human senses (Boettger, 10). Not only do they mediate the physical space between two areas, they also mediate the perceptive. They become a turbulent zone where the atmospheres of two separated spaces swirl and mesh together.
A window, for example, offers an opportunity for light from the outside to penetrate into the interior, altering its atmosphere depending on environmental and temporal changes.
Atmosphere itself implies a turbulent quality, an in-between state. Between subject and object/subject, between the “definite and indefinite” (Cottrell, 60) There is a process of negotiation and renegotiation implicit in both thresholds and atmospheres.
Aim:
Bennett’s account of Vital New Materialism states that a “cultivated, patient, sensory attentiveness to nonhuman forces operating outside and inside the human body” might move people further towards more ecological and more materially sustainable modes of production and consumption. “There will be no greening of the economy, no redistribution of wealth, no enforcement or extension of rights without human dispositions, moods, and cultural ensembles hospitable to these effects.” (xii).
New materialism shares similarities to the practice of atmospheres in the regard that all entities, organic and inorganic, natural and cultural, affect and are affected by each other. Bennett extends the idea that these affects permeate further than just the atmosphere of a space, but through all matter-energy.
I wish to create a performative installation/intervention which will highlight the nonhuman actors which develop and affect the environments we use but are not often engaged with. I hope to ignite a more fascinated attentiveness to the nonhuman organic and inorganic bodies that affect our perception of an atmosphere, both within the threshold space and outside of it. In doing so, I hope to promote a transition to a more-than-human city through human participation.
Engaging this idea within a threshold environment brings the turbidity of two different atmospheres, not only in their own realm of affect but interweaving with the other. An opportunity to create a rich and vibrant experience, a more dynamic playing ground, and one which is more likely to be disruptive to a person using [my chosen space] for transit.
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Diversity and Inclusion in SEO: BIPOC and LGBTQ+ SEOs Share Their Experiences
Posted by NicoleDeLeon
People around the world are having important discussions about systemic racism, overt and covert bias, and how we can all do better.
Understanding the problem is the first step. To get a sense of conditions within the SEO community, we asked people to take our Diversity and Inclusion in SEO survey as part of our ongoing project to study the state of SEO.
Due to the subject matter and the way we reached out, our respondents were not a snapshot of the industry as a whole. We were very pleased to have 326 SEOs complete the survey, including a significant number of female, BIPOC, and LGBTQ+ participants. These are important voices that need to be heard, but as we analyzed the data, we were careful not to generalize the industry as a whole without accounting for potential sampling bias. We addressed this by looking at groups separately — straight white cisgender men, BIPOC women, LGBTQ+ men, and so forth.
We recognize that intersectionality is common. Many of the SEOs who shared their stories with us don’t fit neatly into a single group. We addressed that by counting people in each category that applied to them, so a gay Black man’s answers would be factored into both the LGBTQ+ and BIPOC analyses.
Who participated?
Of the 326 SEOs who participated, 231 respondents (70.9%) described themselves as white. Among the rest, 32 SEOs described themselves as Hispanic, Latino, or Spanish; 28 Black or African American; 18 Asian or Asian American; 11 Middle Eastern or North African; eight Indian or South Asian; four Native Hawaiian or other Pacific Islander; and three American Indian or Alaska Native. (Some people were counted in more than one category.)
Our respondents included 203 SEOs who identify as women (including one transgender woman), 109 who identify as men (including two transgender men), and 11 who consider themselves nonbinary, genderqueer, two-spirit, or gender nonconformist. Three people preferred not to share their gender.
With regard to sexual orientation, 72.8% described themselves as heterosexual, 25.2% as LGBTQ+, and 2% preferred not to say.
About two-thirds (218 SEOs) of the participants were from the U.S., and about one in 10 (35 SEOs) were from the United Kingdom. The rest came from 26 other countries across the globe. The average age was 34.5 with 6.9 years of experience in SEO. (Please see the methodology section at the end for more details.)
How is the SEO community doing with diversity and inclusion?
We started our study by asking SEOs how our industry compares with the rest of the business world when it comes to discrimination and bias. More than half of our participants (57.7%) had a different career or significant job experience in another field before working in SEO, so we figured they’d be in a position to know.
Overall, most people (58.7%) think SEO is about the same as other professions. But among those who disagree, more think it’s worse (26%) than better (15.2%).
Surprisingly, there was also no statistically significant difference between BIPOC and white respondents when we asked about prevalence of bias in the industry. However, when we asked how big a problem it is, things got interesting.
Both BIPOC and white SEOs felt much more positively about their own companies than the industry as a whole.
Slightly more than 40% of both BIPOC and white SEOs said discrimination is “not a serious problem at all” within their own companies. However, almost three-quarters of BIPOC SEOs (74.0%) and more than two-thirds of white SEOs (67.5%) said bias is a “moderately serious” or “extremely serious” problem in the SEO industry.
Emotions ran high in the comments for this section. Jamar Ramos, 38, the black male chief operations officer of Crunchy Links in Belmont, California wrote, “White men on SEO Twitter are the f***ing worst. They are defensive, uncouth, and destructive for the industry. So scared of losing power they will drive EVERY BIPOC from SEO if they could.”
Another Black SEO, a 29-year-old woman at a Chicago agency, commented, “As a Black woman (and queer at that), I have definitely not seen a woman like me. I always (somewhat) joked around that I'll be the Queen of SEO, but underneath those words was because I saw not only women underrepresented in the industry, but other minority subsects of being a woman underrepresented as well, such as being a Black woman and/or a queer Black woman. Where are we?!!"
Other perspectives were represented, as well. Said another 28-year-old Black female SEO, “I'm thrilled to work in an industry where there is the freedom to find multiple agencies that are welcoming to all, and the additional freedom to strike out on my own if I ever felt I should.” Many comments in later sections backed up these sentiments, with endorsements of the SEOs’ own companies and their diversity and inclusion policies.
How bad is it? Frequency of racial or ethnic bias in SEO
Our respondents were more diverse than the SEO industry as a whole, so we expect that their experiences would be a bit different, as well. Also, our survey was based on self-reporting, which can be inconsistent. That said, overall, 48.7% of our respondents told us they never experience racial or ethnic bias. Among the others, 6.7% experience racial or ethnic bias at least once a week, 10.9% at least once a month, 9.2% every couple of months, and 24.4% said it was rare but did happen on occasion.
Knowing that 7 out of 10 of our respondents were white, we broke the data down by the SEOs’ self-reported ethnic backgrounds to get a clearer idea about the extent of racial or ethnic bias. Here’s what we found.
Asian and Asian American SEOs were the most likely to say they experience ethnic bias at least once a week, followed by Hispanic or Latino SEOs.
Most Black or African American SEOs said discrimination was a monthly or bi-monthly experience for them. Not surprisingly, white SEOs were the least likely to experience racial or ethnic bias, although about a third said they do get discriminated against based on their heritage or cultural identity.
We’d like to know more about the racial and ethnic discrimination white SEOs are facing. Unfortunately, we focused on BIPOC and LGBTQ+ issues in this survey and did not include questions about religion, so we don’t know what role that might play. We also did not address ageism or disability issues. With each study we publish, we realize how much more we have to learn. We will be sure to explore those issues in future studies.
Gender and LGBTQ+ bias in SEO
There are a lot of forms of LGBTQ+ and gender bias. We let our survey participants interpret the phrase for themselves when asking how often they experience it. Overall, 94.1% of LGBTQ+ SEOs experience bias at least some of the time, and more than a third do so at least once a month. However, 72.5% of the heterosexual SEOs also said they feel gender discrimination at least some of the time.
The impact of bias
About 4 in 10 SEOs said they experienced bias in the past year. We asked them what impact it has had on their productivity, career trajectory, and happiness. Here’s what they said:
69.1% feel “Bias in the workplace has had a negative impact on my productivity and sense of engagement.” (38.3% strongly agreed; 30.8% slightly agreed)
72.1% feel “Bias in the workplace has had a negative impact on my career advancement and earnings.” (39.3% strongly agreed; 32.8% slightly agreed)
74.6% feel “Bias in the workplace has had a negative impact on my happiness, confidence, or well-being.” (42.6% strongly agreed; 32.0% slightly agreed)
The cost of bias
How do discrepancies in pay, being passed over for promotion, and other forms of discrimination add up over the course of a career? There are many variables when comparing incomes. For example, pay can vary based on years of experience, size of company, and specific expertise.
We did the best we could to compare the incomes of SEOs with similar career profiles. Ultimately, we chose to focus on SEO generalists working in the United States, which gave us the largest pool of responses. We broke them down by gender, ethnicity, and age. Our sample sizes for men ranged from 8 to 22 people in each subcategory. Our sample sizes for women ranged from 13 to 35 for each subcategory.
These were small groups, so the results are far from definitive. But the consistency of a disparity merits conversation. Here’s what we found.
For male SEO generalists working in the United States:
In their 20s, white male SEOs reported earning an average of $75,312 per year. BIPOC male SEOs in their 20s reported earning an average of $63,500 per year (18.6% less).
In their 30s, white male SEOs reported earning an average of $95,833 per year. BIPOC male SEOs in their 30s reported earning an average of $89,091 per year (7.6% less).
In their 40s, white male SEOs reported earning an average of $115,937 per year. BIPOC male SEOs in their 40s reported earning an average of $90,417 per year (28.2% less).
For female SEO generalists working in the United States:
In their 20s, white women SEOs reported earning an average of $75,384 per year. BIPOC women SEOs in their 20s reported earning an average of $61,250 per year (23% less).
In their 30s, white women SEOs reported earning an average of $86,571 per year. BIPOC women SEOs in their 30s reported earning an average of $86,094 per year (0.6% less).
In their 40s, white women SEOs reported earning an average of $109,375 per year. BIPOC women SEOs in their 40s reported earning an average of $101,094 per year (7.6% less).
What does on-the-job bias look like?
“Where are you really from?” “Are you the new diversity hire?” “But you all look alike.” “You’re Asian, so you’re good at math, right?” “You don’t speak Spanish?” “Do you play basketball?” “I think what she was trying to say was…”
It can happen to anyone, but people of color, members of the LGBTQ+ community, and women hear things like this often. A microaggression is a subtle behavior directed at a member of a marginalized group. It can be verbal or nonverbal, delivered consciously or not, and can pose a cumulative, damaging effect to the receiver.
Columbia University defines racial microaggressions as “brief and commonplace daily verbal, behavioral, or environmental indignities” that contain “hostile, derogatory, or negative” content or subtext. The result, according to a City University of New York study, can be “anxiety and depressive symptoms over and above the effects of non-race-specific stress.”
Minority racial and ethnic groups are often targets of microaggressions, but these offenses can be directed at any marginalized group in addition to people of color, including women, people with disabilities, individuals in the LGBTQ+ community, those with mental illness, single parents, and people in lower economic classes.
Many SEOs reported experiencing a cascade of microaggressions and similar offenses. A 46-year-old white woman in the U.K. with more than 15 years of experience in the field wrote, “I don’t feel I get taken at all seriously as a female SEO — to the extent that I stopped attending events years ago. It’s a total boys club, to the point of afterparties at strip clubs. As a woman, I’ve had male SEOs expect me to do all the legwork because my time is less important, and then they try and take credit for my work. When I called them out, I was met with bullying. It’s a disgusting situation to still be in after this long in the industry.”
The most common microaggression reported during the past year, by more than 4 in 5 SEOs (81.4%) in our poll, was being interrupted or spoken over. Second on the list, however, was an actively offensive action: Nearly 6 in 10 reported having an idea taken by someone else (57.5%).
Perhaps unsurprisingly, 44.1% of respondents reported being paid less than similarly qualified employees. A 2016 Pew Research center report supported the data on this enduring travesty with regard to race and gender. Additionally, Census Bureau data from as recently as 2018 showed that women of all races still earn 82 cents for every dollar earned by men.
Among the 48.4% of respondents who report being talked down to or treated as less capable than similarly qualified employees, several made poignant comments to back up their responses.
A 26-year-old biracial woman at a small Midwestern agency said, “I am constantly having to prove my case or strategies, even when the target audience I am marketing/optimizing for looks more like me than my colleagues. I am questioned constantly and asked to prove my work, despite being the only person at the company with the knowledge and skills to produce the work.”
And one technical SEO said, “I am a white, cisgendered woman, so I have a lot of privilege, but I still have clients who feel the need to verify my recommendations with their own ‘research’ (rudimentary Google search) or by checking my advice against the opinion of white men, many of whom have less experience than I do (‘My nephew learned about SEO in college, and he says …’).”
Other common verbal microaggressions reported by survey respondents include being addressed unprofessionally (41.3%), hearing crude or offensive jokes about race and ethnicity (36.1%), or about sexual orientation or gender identity (38.5%).
Drilling down: specific microaggression experiences by group
We asked SEOs in our survey about the types of microaggressions they’ve been exposed to in the field, and found that some types of microaggressions are more commonly experienced by certain groups. We sorted respondents into six groups based on gender, ethnicity, and LGBTQ+ orientation to see how different issues affected each demographic. In some cases, we found surprising results.
At least half of SEOs in each group registered the most common microaggression: being interrupted or spoken over. In all, 91.1% of straight, white, cisgender women and 90.7% of LGBTQ+ women report this happening to them, while a surprising 82.5% of straight, white, cisgender men share the experience. Men in the BIPOC group reported barely half as many incidences of this microaggression in their experience.
All three categories of women were most likely to report a pay gap and having their ideas stolen. Reports from straight, white, cisgender women (65.8%), LGBTQ+ women (60.5%), and BIPOC women (59.3%) were remarkably consistent, falling within just slightly more than six percentage points of one another.
Meanwhile, men in the BIPOC group were most likely to say they’d been passed over for a promotion (41.7%), followed closely by LGBTQ+ men (40%), and women (37.2%).
Bad-faith banter
Conversations on the job were fertile ground for verbal microaggressions of different types. What some might consider harmless banter may not be harmless at all. We explored jokes and other verbal interactions that SEOs reported as disrespectful and hurtful.
We defined four different categories and found that the most common complaint occurred among straight, white, and cisgender women, 68.4% of whom reported “being talked down to or treated as less capable than similarly qualified employees.”
The other two most common complaints involved hearing “offensive jokes about race or ethnicity.” A total of 58.3% of BIPOC men reported hearing such jokes, but interestingly, even more LGBTQ+ men (60%) said they’d been exposed to this kind of inappropriate humor. And 37% of BIPOC women endured the same treatment.
A disappointing wealth of examples of this egregious behavior was described in the comments.
A 32-year-old white SEO who identifies as gender nonconformist described the time a “past employer, during the interview process, told me he wanted to make it clear to his (service industry) customers he wasn’t going to send any Black people to their homes. This job was rampant with racism and misogyny. I took the job out of desperation and got out as soon as I could.”
Another SEO, a 37-year-old Black woman, wrote, “When starting out, I worked at a boutique agency where many people felt comfortable telling Black and Asian jokes to me. I was on time for a business trip meetup at 5 a.m. and one employee joked that he didn’t realize Black people could get up that early. I left as soon as I could get another job that wouldn’t ding my résumé.”
Slightly more than 53% of LGBTQ+ women and men responded that they’d heard offensive jokes about gender identity or sexual orientation, the highest in that category. Likewise, LGBTQ+ men (20%) and women (14%) were most likely to have been asked how they got hired.
Mixed messages at work
Next, we considered four categories in which employees are implicitly singled out because of their membership in a marginalized group.
On the one hand, we asked whether group members had been singled out to promote an appearance of diversity — through tokenism or by assigning them to resolve problems of bias. The dubious value that such a request (under the best of circumstances) might signify, though, is negated by their opposite and often accompanying tendencies: targeting certain people or groups with suspicion (by being monitored more closely) or with criticism for their being “too sensitive” to discriminatory language/behavior.
LGBTQ+ men were most likely to report instances of tokenism (26.7%) and being labeled “too sensitive” (33.3%) to discrimination. BIPOC women ranked next in those categories, with 22.2% and 29.6%, respectively. Similarly, one-third of BIPOC women (33.3%) reported being supervised more closely than similarly qualified employees.
The comments for this section were rife with examples, like the one from a 36-year-old Hispanic/Latino male who described “being asked to ‘woke-check’ social content to see if anything in it might trigger a backlash from the immigrant community.”
Unsurprisingly, straight, white, cisgender men and women ranked in the bottom half of those reporting in each of the four categories. But men and women in other categories reported varying results. Nearly three times as many LGBTQ+ men (26.7%) as women (9.3%) said they’d experienced tokenism. Meanwhile, BIPOC women were far more likely than men — 29.6% to 8.3% — to report being labeled “too sensitive” for calling out discriminatory behavior or language.
We specifically asked BIPOC respondents to our survey how often they’d experienced three common forms of microaggression, dividing participants into four groups:
Middle Eastern/North African
Black/African American
Hispanic/Latino
Asian/Asian-American
All four groups reported that the most common of the three microaggressions we asked about was being complimented for being articulate or “well-spoken” — indicating an implied and unfounded expectation that they wouldn’t be. Three-quarters (75%) of Middle Eastern/North African respondents and two-thirds (66.7%) of Black/African American survey participants said this had happened to them.
In addition, nearly half (47.6%) of Hispanic/Latino group members surveyed said they’d been asked where they’re “actually” from. This was at least 20 percentage points higher than for any of the other three groups. The results appear to reflect a bias against immigrants from Mexico and Central America, and a baseless distrust of their status as citizens or legal residents.
The third question explored what researchers have identified as a tendency to view members of other racial or ethnic groups as interchangeable: a bias that can lead to stereotyping and discrimination. In this instance, Black/African American participants were significantly more likely (44.4%) to indicate they’d been mistaken for someone else of their race or ethnicity.
How diverse are SEOs’ workplaces?
Representation of diverse populations is a huge issue in the microcosm of the SEO industry, as well as the macrocosm of business and society in general. We were interested in how SEOs viewed diversity in the rosters at their workplaces, both in the rank-and-file employee roster and in executive or leadership positions.
Survey respondents were nearly evenly split between working for an agency and working in-house at a company (45.9% and 42.2%, respectively), while the remainder split the difference between freelancing (5.3%) and consulting (6.6%) in the SEO field.
Overall diversity levels never exceeded 15.3% for organizations of any size, hitting that level for companies with 2-10 employees and again for businesses with 251-1,000 workers. Companies with 11-25 workers turned in a percentage of 12.1%.
Percentages were lowest at the largest corporations, with the worst showing (5%) at companies with 5,001-10,000 workers. Companies with more than 10,000 employees (6.5%) and with 1,001-5,000 workers (6.9%) did only slightly better. One-person companies were also relatively less likely to be diverse than other small or midsize businesses, at 7.5%.
To further plumb the depths of representation in various SEO employment situations, we asked survey respondents to estimate the level of diversity in their organizations, including at leadership levels. We asked the same question for racial and ethnic diversity and for gender and LGBTQ+ diversity.
BIPOC diversity
In exploring diversity levels for SEOs with regard to race and ethnicity, we found a fairly even split between those that were rated “somewhat” or “very diverse” (slightly more than 54%) and those that were “not very” or not at all diverse (roughly 46%). At the extremes, roughly 16% were very diverse, and just slightly less were not diverse at all.
But, as mentioned, leadership is less diverse: Fully half (50.4%) of companies said they had no diverse individuals in leadership roles, and just over 7% reported more than half of their leadership was diverse. In total, 82.5% of respondents said diverse individuals comprised less than 25% of their company’s leadership or less.
At major tech companies such as Facebook, Apple, and Microsoft, the bulk of racial and ethnic diversity in 2017 was represented by Asian employees, with Black and Hispanic employees making up just small slivers of the workforce.
Gender and LGBTQ+ diversity
When it comes to gender or sexual orientation, diversity results are slightly higher than those for race and ethnicity. More than 6 in 10 respondents (61.8%) answered that their companies were either very (20.9%) or somewhat (40.9%) diverse, compared with just 12% who said they were not diverse at all.
More specifically, however, the data seems to indicate less diversity.
For women, a 2018 report by the National Center for Women & Technology found that their share of the workforce at tech-related companies was 26%, far shy of the 57% for the U.S. workforce in general. Meanwhile, Black, Latina, and Native American women made up just 4% of computing jobs, even though they accounted for 16% of the overall population.
The numbers for LGBTQ+ leadership in our survey were even less encouraging: More than 4 in 10 survey participants (41.7%) said their leadership teams did not include any LGBTQ+ members, while a mere 4.4% said that more than a quarter of those team members were LGBTQ+ individuals.
An interesting finding: 37.4% of those who responded said they were not sure about the LGBTQ+ membership composition of their leadership teams. This would seem to indicate that many team members choose not to share their sexual orientation, suggesting a bigger-than-expected separation between private and professional life.
How important is diversity in SEOs’ workplaces?
In answer to the question, “Is diversity and inclusion a priority in your company,” the comments varied widely. Some respondents simply answered “No” — or if it was, they weren’t aware of it.
At the other end of the spectrum were comments along the lines of “We don’t need to try; our team is just naturally diverse and inclusive.” (As with other responses, the survey cannot address the accuracy of self-assessment.) Several other comments indicated that the company strived to hire the best person for the job, “regardless of any stereotype.”
Other responses were slightly more specific. Several said their companies had only started focusing on diversity in response to the Black Lives Matter movement after George Floyd’s death in police custody.
Others indicated that their companies have an established focus on gender equality, but had only recently begun to address BIPOC or LGBTQ+ issues. A 34-year-old gay white man at a large company wrote, “Diversity and inclusion is a priority for the gender pay gap, but doesn’t include or reference race or LGBT. There’s a women’s mentor program to help promote women to higher roles, and there’s a women’s network to raise visibility.”
When asked whether diversity was a priority at their company, nearly half (49.7%) of the SEOs indicated that it was — nearly three times as many as those who said it wasn’t (17.2%). One in five (20.34%) weren’t sure, and 12.8% checked “Other” and were asked to elaborate with specific responses. Roughly 19% of those questioned elected not to answer.
What steps do companies take to encourage diversity and inclusion?
The prevalence of “Yes” answers was encouraging. Many of these were followed up with detailed descriptions of initiatives and programs in place to promote diversity and inclusion at the respondents’ workplaces.
For example, a 29-year-old Black woman who described her company as “very diverse” detailed the organization’s initiatives like this: “We have a diversity and inclusion council with men and women of all different backgrounds from across the world. We have a North American task force; we publish our diversity data; we do outreach to educational institutions including HBCUs [historically black colleges and universities] to source talent; and we have anti-racism and inclusion training.”
Also, a 28-year-old woman who identifies as American Indian or Alaska Native in Austin, Texas, commented, “Our leadership has recently made great strides to take action to ensure diversity and inclusion is a topic our entire company is knowledgeable about. We are also taking actions to raise awareness about inequality in the tech industry in a landmark report about BIPOC in tech as well as finding ways to volunteer with a BIPOC kids coding organization.”
The number and breadth of diversity and inclusion initiatives our SEOs described were also encouraging. These ranged from interactive activities such as diversity training sessions and workshops to company communication efforts like informative newsletters and the publication of diversity data.
When it comes to personnel management, some businesses are further seeking to instill diversity and excise bias in their criteria for recruiting, hiring, and promoting. And, especially important in response to the on-the-job-learning aspects specific to the SEO field, participation in internships and mentoring programs is also a growing and well-supported option.
A 28-year-old Black nonbinary SEO described several initiatives at her large agency, saying, “They have a group focused on diversity, equity, and inclusion. They are updating their practices around recruiting and interviewing to remove any unconscious racial biases. And, providing mandatory anti-racist training for all employees.”
For more detailed information on the measures companies are enacting to improve diversity and inclusion within their organizations, continue to the section below.
What are some solutions?
Diversity and inclusion data can look discouraging overall, but anecdotal responses told us that a breadth of measures are being taken to address disparities in representation, discriminatory practices, and inherent bias in everyday operations. Here are several of the initiatives cited by survey takers to enhance diversity and inclusion in the SEO workplace.
1. Initiatives at the corporate level
Employee participation in and consultation with advisory panels and task forces was a commonly cited effort, in addition to compiling and distributing informative resources like newsletters and reading lists. Several respondents described opt-in cultural activities designed to facilitate diversity, such as setting up Slack channels around particular affinities or topics, establishing employee book clubs, and spotlighting diversity in holiday celebrations.
One SEO generalist in the U.K., a 37-year-old white woman, described several activities of her company’s diversity organization, among them “[organizing] events around different holidays so everyone feels included. We celebrate Eid and Diwali, for example, and everyone in the company is encouraged to share and request days organized around things that are important to them. It’s a great initiative and I’ve learned so much from people openly sharing and discussing.”
2. Employee resource groups
Affinity-based employee resource groups, or ERGs, were cited as extremely valued resources for SEOs. These groups foster safe and informed forums in which different groups can gather to discuss issues, devise requests, suggest solutions, and share information.
One SEO manager, a 58-year-old white trans woman with nearly 15 years in the business, commented, “I am a five-time elected board member of the LGBTQIA ERG diversity group, Pride. We have seven ERGs here at [my company].”
Depending on the workplace and its demographics and company culture, ERGs may center on shared issues of gender, age, race and ethnicity, LGBTQ+ orientation, disability, mental health, neurodiversity, religion, parenting, military or veteran status, international communities, women in leadership, and more.
Naturally, any group is most effective and receives greater respect and resources when it’s sponsored and promoted by leaders at the executive level — whether or not the leaders share the demographics of the group.
3. Personal education and growth
Each individual has a responsibility to self-educate on topics related to bias and discrimination, diversity, equity, and inclusion surrounding the struggle of groups historically targeted for exclusion and injustice.
4. Allies in leadership
The support and advocacy of leaders at the executive level is not only the only ingredient necessary for changing company cultures overall. The vocal and steadfast support of allies from other groups is essential — and, unfortunately, often still lacking.
One SEO consultant, a 49-year-old woman who is biracial Latina and white, put it quite succinctly: “I see a lot of women in the SEO industry speaking out about the lack of diversity and inclusion, but very few men in the industry. Whenever one of these conversations gets going on Twitter, most of the men in SEO whom I follow suddenly get very quiet. The industry is only going to change when men also start taking action and speaking out about how the industry treats everyone other than men. Silence is complicity.”
5. Speaking up: see something, say something
Many people witness incidents of bias but struggle with how to respond. Especially if a company has not formalized a set of procedures for addressing such conflicts, employees are left to figure it out on their own.
As we know, there is no standardized societal guidebook for how to deal with discriminatory situations, especially in the U.S., where attitudes can be polarized and discussions difficult to initiate or sustain. Consequently, people chose a variety of responses to these situations, as evidenced by these findings:
As part of our survey, we asked participants whether they’d witnessed discrimination or bias against someone in their workplace during the past year based on race, ethnicity, gender, or sexual orientation. In all, 43.2% replied that they had, so we asked these participants to go further by telling us what they did in response.
Of that group, more than 4 in 10 (42.9%) took no action because they didn’t feel comfortable getting involved. This was true even though the U.S. Equal Opportunity Commission has declared that workers “have a right to work free of discrimination” based on “race, color, religion, sex (including pregnancy), national origin, disability, age (age 40 or older) or genetic information.”
One reason may be fear of retaliation, which the EEOC found was the most common issue cited by federal employees in discrimination cases. The same is likely true in the private sector. Respondents may fear the outcome if their employer fails to act on their report, and/or the accused discovers the source of the complaint.
In light of this, it was encouraging to find in our survey that 41.2% of witnesses to workplace discrimination told their supervisor. (Another option, reporting the conduct to Human Resources, was not included as a choice among our survey answers).
The most common answer: 56.3% confided in a colleague. This might indicate that these respondents weren’t comfortable going to an in-house supervisor, but also that they felt distressed enough about the situation that they wanted to tell someone.
Among other responses, slightly more than one-third (33.6%) spoke out in the moment, while others addressed the situation later, either with the target of the discrimination (37.8%) or the perpetrator (21%). In the accompanying comments, several reported following up later with both the target and the perpetrator.
6. Mentoring someone from a different background
SEO is a peculiar field in that there isn’t a well-defined path into the industry. The majority of SEOs are self-taught or learn on the job, figuring things out as they go. Or they have a mentor. One in three SEOs surveyed (33.1%) said mentors were their most significant source of SEO knowledge early in their careers.
Our survey asked four questions that went to the question of diversity among mentors. The first two asked whether respondents had worked with a mentor 1) of their own gender and/or 2) of the same race/ethnicity as theirs.
The results were interesting. While only 41.9% reported working with a mentor of their own gender, more than two-thirds (69.5%) said they’d worked with one of the same race/ethnicity. This would seem to indicate more diverse interaction among genders than exists between people of different races and ethnicities.
The next two questions asked whether respondents had worked with a BIPOC mentor and a member of the LGBTQ+ community. In terms of diversity, the results of the first question were disappointing, while answers to the second were encouraging.
A total of 10.8% said they’d worked with a BIPOC member, but that was far short of the U.S. population for that category, according to the U.S. Census. Black Americans alone accounted for 13.4% of the U.S. population in 2019, according to Census Bureau estimates, with Hispanic/Latino individuals checking in at 18.5%.
By contrast, 10.4% of respondents in our survey said they’d worked with a mentor from the LGBTQ+ community. That’s nearly double the percentage of LGBTQ individuals in tech-heavy California during 2019, according to the UCLA School of Law Williams Institute, which placed the figure at 5.3%.
Methodology
These insights were the result of a month-long survey of 326 SEO professionals conducted by North Star Inbound from August 24 to September 28, 2020. We promoted the survey on Twitter, our own blog, and by email. We’re grateful to Moz and Search Engine Land for also sharing the link.
In terms of gender, the SEOs described themselves as follows:
203 identify as women
109 identify as men
1 is a trans woman
2 are trans men
11 are nonbinary, genderqueer, two-spirit, or gender nonconformist
3 preferred not to say
With regard to sexual orientation:
72.8% said they were heterosexual
11.5% said they were bisexual
4.1% said they were pansexual
3.9% said they were gay
3.3% said they were lesbian
1.1% said they were asexual
1.9% preferred not to say
The SEOs described their race or ethnicity as follows: (Participants were able to check more than one box)
233 White
30 Hispanic, Latino, or Spanish
25 Black or African American
13 Asian or Asian American
7 South Asian/Indian subcontinent
5 Middle Eastern/North African/Arabian peninsula
4 Native Hawaiian or other Pacific Islander
2 American Indian or Alaska Native
The SEOs who completed the survey came from the following countries:
218 from the U.S.
35 from the U.K.
11 from Canada
9 from Germany
8 from Taiwan
6 from Spain
2 each from Australia, Brazil, France, India, Israel, Japan, the Netherlands, Nigeria, Poland, Romania, and Switzerland
1 each from Argentina, Austria, China, Ireland, Italy, Lithuania, Malta, Mauritius, Peru, Portugal, and Turkey
The survey respondents’ average number of years in SEO was 6.9. The median number of years was 5. The average age was 34.5, and the median age was 32.
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Diversity and Inclusion in SEO: BIPOC and LGBTQ+ SEOs Share Their Experiences
Posted by NicoleDeLeon
People around the world are having important discussions about systemic racism, overt and covert bias, and how we can all do better.
Understanding the problem is the first step. To get a sense of conditions within the SEO community, we asked people to take our Diversity and Inclusion in SEO survey as part of our ongoing project to study the state of SEO.
Due to the subject matter and the way we reached out, our respondents were not a snapshot of the industry as a whole. We were very pleased to have 326 SEOs complete the survey, including a significant number of female, BIPOC, and LGBTQ+ participants. These are important voices that need to be heard, but as we analyzed the data, we were careful not to generalize the industry as a whole without accounting for potential sampling bias. We addressed this by looking at groups separately — straight white cisgender men, BIPOC women, LGBTQ+ men, and so forth.
We recognize that intersectionality is common. Many of the SEOs who shared their stories with us don’t fit neatly into a single group. We addressed that by counting people in each category that applied to them, so a gay Black man’s answers would be factored into both the LGBTQ+ and BIPOC analyses.
Who participated?
Of the 326 SEOs who participated, 231 respondents (70.9%) described themselves as white. Among the rest, 32 SEOs described themselves as Hispanic, Latino, or Spanish; 28 Black or African American; 18 Asian or Asian American; 11 Middle Eastern or North African; eight Indian or South Asian; four Native Hawaiian or other Pacific Islander; and three American Indian or Alaska Native. (Some people were counted in more than one category.)
Our respondents included 203 SEOs who identify as women (including one transgender woman), 109 who identify as men (including two transgender men), and 11 who consider themselves nonbinary, genderqueer, two-spirit, or gender nonconformist. Three people preferred not to share their gender.
With regard to sexual orientation, 72.8% described themselves as heterosexual, 25.2% as LGBTQ+, and 2% preferred not to say.
About two-thirds (218 SEOs) of the participants were from the U.S., and about one in 10 (35 SEOs) were from the United Kingdom. The rest came from 26 other countries across the globe. The average age was 34.5 with 6.9 years of experience in SEO. (Please see the methodology section at the end for more details.)
How is the SEO community doing with diversity and inclusion?
We started our study by asking SEOs how our industry compares with the rest of the business world when it comes to discrimination and bias. More than half of our participants (57.7%) had a different career or significant job experience in another field before working in SEO, so we figured they’d be in a position to know.
Overall, most people (58.7%) think SEO is about the same as other professions. But among those who disagree, more think it’s worse (26%) than better (15.2%).
Surprisingly, there was also no statistically significant difference between BIPOC and white respondents when we asked about prevalence of bias in the industry. However, when we asked how big a problem it is, things got interesting.
Both BIPOC and white SEOs felt much more positively about their own companies than the industry as a whole.
Slightly more than 40% of both BIPOC and white SEOs said discrimination is “not a serious problem at all” within their own companies. However, almost three-quarters of BIPOC SEOs (74.0%) and more than two-thirds of white SEOs (67.5%) said bias is a “moderately serious” or “extremely serious” problem in the SEO industry.
Emotions ran high in the comments for this section. Jamar Ramos, 38, the black male chief operations officer of Crunchy Links in Belmont, California wrote, “White men on SEO Twitter are the f***ing worst. They are defensive, uncouth, and destructive for the industry. So scared of losing power they will drive EVERY BIPOC from SEO if they could.”
Another Black SEO, a 29-year-old woman at a Chicago agency, commented, “As a Black woman (and queer at that), I have definitely not seen a woman like me. I always (somewhat) joked around that I'll be the Queen of SEO, but underneath those words was because I saw not only women underrepresented in the industry, but other minority subsects of being a woman underrepresented as well, such as being a Black woman and/or a queer Black woman. Where are we?!!"
Other perspectives were represented, as well. Said another 28-year-old Black female SEO, “I'm thrilled to work in an industry where there is the freedom to find multiple agencies that are welcoming to all, and the additional freedom to strike out on my own if I ever felt I should.” Many comments in later sections backed up these sentiments, with endorsements of the SEOs’ own companies and their diversity and inclusion policies.
How bad is it? Frequency of racial or ethnic bias in SEO
Our respondents were more diverse than the SEO industry as a whole, so we expect that their experiences would be a bit different, as well. Also, our survey was based on self-reporting, which can be inconsistent. That said, overall, 48.7% of our respondents told us they never experience racial or ethnic bias. Among the others, 6.7% experience racial or ethnic bias at least once a week, 10.9% at least once a month, 9.2% every couple of months, and 24.4% said it was rare but did happen on occasion.
Knowing that 7 out of 10 of our respondents were white, we broke the data down by the SEOs’ self-reported ethnic backgrounds to get a clearer idea about the extent of racial or ethnic bias. Here’s what we found.
Asian and Asian American SEOs were the most likely to say they experience ethnic bias at least once a week, followed by Hispanic or Latino SEOs.
Most Black or African American SEOs said discrimination was a monthly or bi-monthly experience for them. Not surprisingly, white SEOs were the least likely to experience racial or ethnic bias, although about a third said they do get discriminated against based on their heritage or cultural identity.
We’d like to know more about the racial and ethnic discrimination white SEOs are facing. Unfortunately, we focused on BIPOC and LGBTQ+ issues in this survey and did not include questions about religion, so we don’t know what role that might play. We also did not address ageism or disability issues. With each study we publish, we realize how much more we have to learn. We will be sure to explore those issues in future studies.
Gender and LGBTQ+ bias in SEO
There are a lot of forms of LGBTQ+ and gender bias. We let our survey participants interpret the phrase for themselves when asking how often they experience it. Overall, 94.1% of LGBTQ+ SEOs experience bias at least some of the time, and more than a third do so at least once a month. However, 72.5% of the heterosexual SEOs also said they feel gender discrimination at least some of the time.
The impact of bias
About 4 in 10 SEOs said they experienced bias in the past year. We asked them what impact it has had on their productivity, career trajectory, and happiness. Here’s what they said:
69.1% feel “Bias in the workplace has had a negative impact on my productivity and sense of engagement.” (38.3% strongly agreed; 30.8% slightly agreed)
72.1% feel “Bias in the workplace has had a negative impact on my career advancement and earnings.” (39.3% strongly agreed; 32.8% slightly agreed)
74.6% feel “Bias in the workplace has had a negative impact on my happiness, confidence, or well-being.” (42.6% strongly agreed; 32.0% slightly agreed)
The cost of bias
How do discrepancies in pay, being passed over for promotion, and other forms of discrimination add up over the course of a career? There are many variables when comparing incomes. For example, pay can vary based on years of experience, size of company, and specific expertise.
We did the best we could to compare the incomes of SEOs with similar career profiles. Ultimately, we chose to focus on SEO generalists working in the United States, which gave us the largest pool of responses. We broke them down by gender, ethnicity, and age. Our sample sizes for men ranged from 8 to 22 people in each subcategory. Our sample sizes for women ranged from 13 to 35 for each subcategory.
These were small groups, so the results are far from definitive. But the consistency of a disparity merits conversation. Here’s what we found.
For male SEO generalists working in the United States:
In their 20s, white male SEOs reported earning an average of $75,312 per year. BIPOC male SEOs in their 20s reported earning an average of $63,500 per year (18.6% less).
In their 30s, white male SEOs reported earning an average of $95,833 per year. BIPOC male SEOs in their 30s reported earning an average of $89,091 per year (7.6% less).
In their 40s, white male SEOs reported earning an average of $115,937 per year. BIPOC male SEOs in their 40s reported earning an average of $90,417 per year (28.2% less).
For female SEO generalists working in the United States:
In their 20s, white women SEOs reported earning an average of $75,384 per year. BIPOC women SEOs in their 20s reported earning an average of $61,250 per year (23% less).
In their 30s, white women SEOs reported earning an average of $86,571 per year. BIPOC women SEOs in their 30s reported earning an average of $86,094 per year (0.6% less).
In their 40s, white women SEOs reported earning an average of $109,375 per year. BIPOC women SEOs in their 40s reported earning an average of $101,094 per year (7.6% less).
What does on-the-job bias look like?
“Where are you really from?” “Are you the new diversity hire?” “But you all look alike.” “You’re Asian, so you’re good at math, right?” “You don’t speak Spanish?” “Do you play basketball?” “I think what she was trying to say was…”
It can happen to anyone, but people of color, members of the LGBTQ+ community, and women hear things like this often. A microaggression is a subtle behavior directed at a member of a marginalized group. It can be verbal or nonverbal, delivered consciously or not, and can pose a cumulative, damaging effect to the receiver.
Columbia University defines racial microaggressions as “brief and commonplace daily verbal, behavioral, or environmental indignities” that contain “hostile, derogatory, or negative” content or subtext. The result, according to a City University of New York study, can be “anxiety and depressive symptoms over and above the effects of non-race-specific stress.”
Minority racial and ethnic groups are often targets of microaggressions, but these offenses can be directed at any marginalized group in addition to people of color, including women, people with disabilities, individuals in the LGBTQ+ community, those with mental illness, single parents, and people in lower economic classes.
Many SEOs reported experiencing a cascade of microaggressions and similar offenses. A 46-year-old white woman in the U.K. with more than 15 years of experience in the field wrote, “I don’t feel I get taken at all seriously as a female SEO — to the extent that I stopped attending events years ago. It’s a total boys club, to the point of afterparties at strip clubs. As a woman, I’ve had male SEOs expect me to do all the legwork because my time is less important, and then they try and take credit for my work. When I called them out, I was met with bullying. It’s a disgusting situation to still be in after this long in the industry.”
The most common microaggression reported during the past year, by more than 4 in 5 SEOs (81.4%) in our poll, was being interrupted or spoken over. Second on the list, however, was an actively offensive action: Nearly 6 in 10 reported having an idea taken by someone else (57.5%).
Perhaps unsurprisingly, 44.1% of respondents reported being paid less than similarly qualified employees. A 2016 Pew Research center report supported the data on this enduring travesty with regard to race and gender. Additionally, Census Bureau data from as recently as 2018 showed that women of all races still earn 82 cents for every dollar earned by men.
Among the 48.4% of respondents who report being talked down to or treated as less capable than similarly qualified employees, several made poignant comments to back up their responses.
A 26-year-old biracial woman at a small Midwestern agency said, “I am constantly having to prove my case or strategies, even when the target audience I am marketing/optimizing for looks more like me than my colleagues. I am questioned constantly and asked to prove my work, despite being the only person at the company with the knowledge and skills to produce the work.”
And one technical SEO said, “I am a white, cisgendered woman, so I have a lot of privilege, but I still have clients who feel the need to verify my recommendations with their own ‘research’ (rudimentary Google search) or by checking my advice against the opinion of white men, many of whom have less experience than I do (‘My nephew learned about SEO in college, and he says …’).”
Other common verbal microaggressions reported by survey respondents include being addressed unprofessionally (41.3%), hearing crude or offensive jokes about race and ethnicity (36.1%), or about sexual orientation or gender identity (38.5%).
Drilling down: specific microaggression experiences by group
We asked SEOs in our survey about the types of microaggressions they’ve been exposed to in the field, and found that some types of microaggressions are more commonly experienced by certain groups. We sorted respondents into six groups based on gender, ethnicity, and LGBTQ+ orientation to see how different issues affected each demographic. In some cases, we found surprising results.
At least half of SEOs in each group registered the most common microaggression: being interrupted or spoken over. In all, 91.1% of straight, white, cisgender women and 90.7% of LGBTQ+ women report this happening to them, while a surprising 82.5% of straight, white, cisgender men share the experience. Men in the BIPOC group reported barely half as many incidences of this microaggression in their experience.
All three categories of women were most likely to report a pay gap and having their ideas stolen. Reports from straight, white, cisgender women (65.8%), LGBTQ+ women (60.5%), and BIPOC women (59.3%) were remarkably consistent, falling within just slightly more than six percentage points of one another.
Meanwhile, men in the BIPOC group were most likely to say they’d been passed over for a promotion (41.7%), followed closely by LGBTQ+ men (40%), and women (37.2%).
Bad-faith banter
Conversations on the job were fertile ground for verbal microaggressions of different types. What some might consider harmless banter may not be harmless at all. We explored jokes and other verbal interactions that SEOs reported as disrespectful and hurtful.
We defined four different categories and found that the most common complaint occurred among straight, white, and cisgender women, 68.4% of whom reported “being talked down to or treated as less capable than similarly qualified employees.”
The other two most common complaints involved hearing “offensive jokes about race or ethnicity.” A total of 58.3% of BIPOC men reported hearing such jokes, but interestingly, even more LGBTQ+ men (60%) said they’d been exposed to this kind of inappropriate humor. And 37% of BIPOC women endured the same treatment.
A disappointing wealth of examples of this egregious behavior was described in the comments.
A 32-year-old white SEO who identifies as gender nonconformist described the time a “past employer, during the interview process, told me he wanted to make it clear to his (service industry) customers he wasn’t going to send any Black people to their homes. This job was rampant with racism and misogyny. I took the job out of desperation and got out as soon as I could.”
Another SEO, a 37-year-old Black woman, wrote, “When starting out, I worked at a boutique agency where many people felt comfortable telling Black and Asian jokes to me. I was on time for a business trip meetup at 5 a.m. and one employee joked that he didn’t realize Black people could get up that early. I left as soon as I could get another job that wouldn’t ding my résumé.”
Slightly more than 53% of LGBTQ+ women and men responded that they’d heard offensive jokes about gender identity or sexual orientation, the highest in that category. Likewise, LGBTQ+ men (20%) and women (14%) were most likely to have been asked how they got hired.
Mixed messages at work
Next, we considered four categories in which employees are implicitly singled out because of their membership in a marginalized group.
On the one hand, we asked whether group members had been singled out to promote an appearance of diversity — through tokenism or by assigning them to resolve problems of bias. The dubious value that such a request (under the best of circumstances) might signify, though, is negated by their opposite and often accompanying tendencies: targeting certain people or groups with suspicion (by being monitored more closely) or with criticism for their being “too sensitive” to discriminatory language/behavior.
LGBTQ+ men were most likely to report instances of tokenism (26.7%) and being labeled “too sensitive” (33.3%) to discrimination. BIPOC women ranked next in those categories, with 22.2% and 29.6%, respectively. Similarly, one-third of BIPOC women (33.3%) reported being supervised more closely than similarly qualified employees.
The comments for this section were rife with examples, like the one from a 36-year-old Hispanic/Latino male who described “being asked to ‘woke-check’ social content to see if anything in it might trigger a backlash from the immigrant community.”
Unsurprisingly, straight, white, cisgender men and women ranked in the bottom half of those reporting in each of the four categories. But men and women in other categories reported varying results. Nearly three times as many LGBTQ+ men (26.7%) as women (9.3%) said they’d experienced tokenism. Meanwhile, BIPOC women were far more likely than men — 29.6% to 8.3% — to report being labeled “too sensitive” for calling out discriminatory behavior or language.
We specifically asked BIPOC respondents to our survey how often they’d experienced three common forms of microaggression, dividing participants into four groups:
Middle Eastern/North African
Black/African American
Hispanic/Latino
Asian/Asian-American
All four groups reported that the most common of the three microaggressions we asked about was being complimented for being articulate or “well-spoken” — indicating an implied and unfounded expectation that they wouldn’t be. Three-quarters (75%) of Middle Eastern/North African respondents and two-thirds (66.7%) of Black/African American survey participants said this had happened to them.
In addition, nearly half (47.6%) of Hispanic/Latino group members surveyed said they’d been asked where they’re “actually” from. This was at least 20 percentage points higher than for any of the other three groups. The results appear to reflect a bias against immigrants from Mexico and Central America, and a baseless distrust of their status as citizens or legal residents.
The third question explored what researchers have identified as a tendency to view members of other racial or ethnic groups as interchangeable: a bias that can lead to stereotyping and discrimination. In this instance, Black/African American participants were significantly more likely (44.4%) to indicate they’d been mistaken for someone else of their race or ethnicity.
How diverse are SEOs’ workplaces?
Representation of diverse populations is a huge issue in the microcosm of the SEO industry, as well as the macrocosm of business and society in general. We were interested in how SEOs viewed diversity in the rosters at their workplaces, both in the rank-and-file employee roster and in executive or leadership positions.
Survey respondents were nearly evenly split between working for an agency and working in-house at a company (45.9% and 42.2%, respectively), while the remainder split the difference between freelancing (5.3%) and consulting (6.6%) in the SEO field.
Overall diversity levels never exceeded 15.3% for organizations of any size, hitting that level for companies with 2-10 employees and again for businesses with 251-1,000 workers. Companies with 11-25 workers turned in a percentage of 12.1%.
Percentages were lowest at the largest corporations, with the worst showing (5%) at companies with 5,001-10,000 workers. Companies with more than 10,000 employees (6.5%) and with 1,001-5,000 workers (6.9%) did only slightly better. One-person companies were also relatively less likely to be diverse than other small or midsize businesses, at 7.5%.
To further plumb the depths of representation in various SEO employment situations, we asked survey respondents to estimate the level of diversity in their organizations, including at leadership levels. We asked the same question for racial and ethnic diversity and for gender and LGBTQ+ diversity.
BIPOC diversity
In exploring diversity levels for SEOs with regard to race and ethnicity, we found a fairly even split between those that were rated “somewhat” or “very diverse” (slightly more than 54%) and those that were “not very” or not at all diverse (roughly 46%). At the extremes, roughly 16% were very diverse, and just slightly less were not diverse at all.
But, as mentioned, leadership is less diverse: Fully half (50.4%) of companies said they had no diverse individuals in leadership roles, and just over 7% reported more than half of their leadership was diverse. In total, 82.5% of respondents said diverse individuals comprised less than 25% of their company’s leadership or less.
At major tech companies such as Facebook, Apple, and Microsoft, the bulk of racial and ethnic diversity in 2017 was represented by Asian employees, with Black and Hispanic employees making up just small slivers of the workforce.
Gender and LGBTQ+ diversity
When it comes to gender or sexual orientation, diversity results are slightly higher than those for race and ethnicity. More than 6 in 10 respondents (61.8%) answered that their companies were either very (20.9%) or somewhat (40.9%) diverse, compared with just 12% who said they were not diverse at all.
More specifically, however, the data seems to indicate less diversity.
For women, a 2018 report by the National Center for Women & Technology found that their share of the workforce at tech-related companies was 26%, far shy of the 57% for the U.S. workforce in general. Meanwhile, Black, Latina, and Native American women made up just 4% of computing jobs, even though they accounted for 16% of the overall population.
The numbers for LGBTQ+ leadership in our survey were even less encouraging: More than 4 in 10 survey participants (41.7%) said their leadership teams did not include any LGBTQ+ members, while a mere 4.4% said that more than a quarter of those team members were LGBTQ+ individuals.
An interesting finding: 37.4% of those who responded said they were not sure about the LGBTQ+ membership composition of their leadership teams. This would seem to indicate that many team members choose not to share their sexual orientation, suggesting a bigger-than-expected separation between private and professional life.
How important is diversity in SEOs’ workplaces?
In answer to the question, “Is diversity and inclusion a priority in your company,” the comments varied widely. Some respondents simply answered “No” — or if it was, they weren’t aware of it.
At the other end of the spectrum were comments along the lines of “We don’t need to try; our team is just naturally diverse and inclusive.” (As with other responses, the survey cannot address the accuracy of self-assessment.) Several other comments indicated that the company strived to hire the best person for the job, “regardless of any stereotype.”
Other responses were slightly more specific. Several said their companies had only started focusing on diversity in response to the Black Lives Matter movement after George Floyd’s death in police custody.
Others indicated that their companies have an established focus on gender equality, but had only recently begun to address BIPOC or LGBTQ+ issues. A 34-year-old gay white man at a large company wrote, “Diversity and inclusion is a priority for the gender pay gap, but doesn’t include or reference race or LGBT. There’s a women’s mentor program to help promote women to higher roles, and there’s a women’s network to raise visibility.”
When asked whether diversity was a priority at their company, nearly half (49.7%) of the SEOs indicated that it was — nearly three times as many as those who said it wasn’t (17.2%). One in five (20.34%) weren’t sure, and 12.8% checked “Other” and were asked to elaborate with specific responses. Roughly 19% of those questioned elected not to answer.
What steps do companies take to encourage diversity and inclusion?
The prevalence of “Yes” answers was encouraging. Many of these were followed up with detailed descriptions of initiatives and programs in place to promote diversity and inclusion at the respondents’ workplaces.
For example, a 29-year-old Black woman who described her company as “very diverse” detailed the organization’s initiatives like this: “We have a diversity and inclusion council with men and women of all different backgrounds from across the world. We have a North American task force; we publish our diversity data; we do outreach to educational institutions including HBCUs [historically black colleges and universities] to source talent; and we have anti-racism and inclusion training.”
Also, a 28-year-old woman who identifies as American Indian or Alaska Native in Austin, Texas, commented, “Our leadership has recently made great strides to take action to ensure diversity and inclusion is a topic our entire company is knowledgeable about. We are also taking actions to raise awareness about inequality in the tech industry in a landmark report about BIPOC in tech as well as finding ways to volunteer with a BIPOC kids coding organization.”
The number and breadth of diversity and inclusion initiatives our SEOs described were also encouraging. These ranged from interactive activities such as diversity training sessions and workshops to company communication efforts like informative newsletters and the publication of diversity data.
When it comes to personnel management, some businesses are further seeking to instill diversity and excise bias in their criteria for recruiting, hiring, and promoting. And, especially important in response to the on-the-job-learning aspects specific to the SEO field, participation in internships and mentoring programs is also a growing and well-supported option.
A 28-year-old Black nonbinary SEO described several initiatives at her large agency, saying, “They have a group focused on diversity, equity, and inclusion. They are updating their practices around recruiting and interviewing to remove any unconscious racial biases. And, providing mandatory anti-racist training for all employees.”
For more detailed information on the measures companies are enacting to improve diversity and inclusion within their organizations, continue to the section below.
What are some solutions?
Diversity and inclusion data can look discouraging overall, but anecdotal responses told us that a breadth of measures are being taken to address disparities in representation, discriminatory practices, and inherent bias in everyday operations. Here are several of the initiatives cited by survey takers to enhance diversity and inclusion in the SEO workplace.
1. Initiatives at the corporate level
Employee participation in and consultation with advisory panels and task forces was a commonly cited effort, in addition to compiling and distributing informative resources like newsletters and reading lists. Several respondents described opt-in cultural activities designed to facilitate diversity, such as setting up Slack channels around particular affinities or topics, establishing employee book clubs, and spotlighting diversity in holiday celebrations.
One SEO generalist in the U.K., a 37-year-old white woman, described several activities of her company’s diversity organization, among them “[organizing] events around different holidays so everyone feels included. We celebrate Eid and Diwali, for example, and everyone in the company is encouraged to share and request days organized around things that are important to them. It’s a great initiative and I’ve learned so much from people openly sharing and discussing.”
2. Employee resource groups
Affinity-based employee resource groups, or ERGs, were cited as extremely valued resources for SEOs. These groups foster safe and informed forums in which different groups can gather to discuss issues, devise requests, suggest solutions, and share information.
One SEO manager, a 58-year-old white trans woman with nearly 15 years in the business, commented, “I am a five-time elected board member of the LGBTQIA ERG diversity group, Pride. We have seven ERGs here at [my company].”
Depending on the workplace and its demographics and company culture, ERGs may center on shared issues of gender, age, race and ethnicity, LGBTQ+ orientation, disability, mental health, neurodiversity, religion, parenting, military or veteran status, international communities, women in leadership, and more.
Naturally, any group is most effective and receives greater respect and resources when it’s sponsored and promoted by leaders at the executive level — whether or not the leaders share the demographics of the group.
3. Personal education and growth
Each individual has a responsibility to self-educate on topics related to bias and discrimination, diversity, equity, and inclusion surrounding the struggle of groups historically targeted for exclusion and injustice.
4. Allies in leadership
The support and advocacy of leaders at the executive level is not only the only ingredient necessary for changing company cultures overall. The vocal and steadfast support of allies from other groups is essential — and, unfortunately, often still lacking.
One SEO consultant, a 49-year-old woman who is biracial Latina and white, put it quite succinctly: “I see a lot of women in the SEO industry speaking out about the lack of diversity and inclusion, but very few men in the industry. Whenever one of these conversations gets going on Twitter, most of the men in SEO whom I follow suddenly get very quiet. The industry is only going to change when men also start taking action and speaking out about how the industry treats everyone other than men. Silence is complicity.”
5. Speaking up: see something, say something
Many people witness incidents of bias but struggle with how to respond. Especially if a company has not formalized a set of procedures for addressing such conflicts, employees are left to figure it out on their own.
As we know, there is no standardized societal guidebook for how to deal with discriminatory situations, especially in the U.S., where attitudes can be polarized and discussions difficult to initiate or sustain. Consequently, people chose a variety of responses to these situations, as evidenced by these findings:
As part of our survey, we asked participants whether they’d witnessed discrimination or bias against someone in their workplace during the past year based on race, ethnicity, gender, or sexual orientation. In all, 43.2% replied that they had, so we asked these participants to go further by telling us what they did in response.
Of that group, more than 4 in 10 (42.9%) took no action because they didn’t feel comfortable getting involved. This was true even though the U.S. Equal Opportunity Commission has declared that workers “have a right to work free of discrimination” based on “race, color, religion, sex (including pregnancy), national origin, disability, age (age 40 or older) or genetic information.”
One reason may be fear of retaliation, which the EEOC found was the most common issue cited by federal employees in discrimination cases. The same is likely true in the private sector. Respondents may fear the outcome if their employer fails to act on their report, and/or the accused discovers the source of the complaint.
In light of this, it was encouraging to find in our survey that 41.2% of witnesses to workplace discrimination told their supervisor. (Another option, reporting the conduct to Human Resources, was not included as a choice among our survey answers).
The most common answer: 56.3% confided in a colleague. This might indicate that these respondents weren’t comfortable going to an in-house supervisor, but also that they felt distressed enough about the situation that they wanted to tell someone.
Among other responses, slightly more than one-third (33.6%) spoke out in the moment, while others addressed the situation later, either with the target of the discrimination (37.8%) or the perpetrator (21%). In the accompanying comments, several reported following up later with both the target and the perpetrator.
6. Mentoring someone from a different background
SEO is a peculiar field in that there isn’t a well-defined path into the industry. The majority of SEOs are self-taught or learn on the job, figuring things out as they go. Or they have a mentor. One in three SEOs surveyed (33.1%) said mentors were their most significant source of SEO knowledge early in their careers.
Our survey asked four questions that went to the question of diversity among mentors. The first two asked whether respondents had worked with a mentor 1) of their own gender and/or 2) of the same race/ethnicity as theirs.
The results were interesting. While only 41.9% reported working with a mentor of their own gender, more than two-thirds (69.5%) said they’d worked with one of the same race/ethnicity. This would seem to indicate more diverse interaction among genders than exists between people of different races and ethnicities.
The next two questions asked whether respondents had worked with a BIPOC mentor and a member of the LGBTQ+ community. In terms of diversity, the results of the first question were disappointing, while answers to the second were encouraging.
A total of 10.8% said they’d worked with a BIPOC member, but that was far short of the U.S. population for that category, according to the U.S. Census. Black Americans alone accounted for 13.4% of the U.S. population in 2019, according to Census Bureau estimates, with Hispanic/Latino individuals checking in at 18.5%.
By contrast, 10.4% of respondents in our survey said they’d worked with a mentor from the LGBTQ+ community. That’s nearly double the percentage of LGBTQ individuals in tech-heavy California during 2019, according to the UCLA School of Law Williams Institute, which placed the figure at 5.3%.
Methodology
These insights were the result of a month-long survey of 326 SEO professionals conducted by North Star Inbound from August 24 to September 28, 2020. We promoted the survey on Twitter, our own blog, and by email. We’re grateful to Moz and Search Engine Land for also sharing the link.
In terms of gender, the SEOs described themselves as follows:
203 identify as women
109 identify as men
1 is a trans woman
2 are trans men
11 are nonbinary, genderqueer, two-spirit, or gender nonconformist
3 preferred not to say
With regard to sexual orientation:
72.8% said they were heterosexual
11.5% said they were bisexual
4.1% said they were pansexual
3.9% said they were gay
3.3% said they were lesbian
1.1% said they were asexual
1.9% preferred not to say
The SEOs described their race or ethnicity as follows: (Participants were able to check more than one box)
233 White
30 Hispanic, Latino, or Spanish
25 Black or African American
13 Asian or Asian American
7 South Asian/Indian subcontinent
5 Middle Eastern/North African/Arabian peninsula
4 Native Hawaiian or other Pacific Islander
2 American Indian or Alaska Native
The SEOs who completed the survey came from the following countries:
218 from the U.S.
35 from the U.K.
11 from Canada
9 from Germany
8 from Taiwan
6 from Spain
2 each from Australia, Brazil, France, India, Israel, Japan, the Netherlands, Nigeria, Poland, Romania, and Switzerland
1 each from Argentina, Austria, China, Ireland, Italy, Lithuania, Malta, Mauritius, Peru, Portugal, and Turkey
The survey respondents’ average number of years in SEO was 6.9. The median number of years was 5. The average age was 34.5, and the median age was 32.
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Diversity and Inclusion in SEO: BIPOC and LGBTQ+ SEOs Share Their Experiences
Posted by NicoleDeLeon
People around the world are having important discussions about systemic racism, overt and covert bias, and how we can all do better.
Understanding the problem is the first step. To get a sense of conditions within the SEO community, we asked people to take our Diversity and Inclusion in SEO survey as part of our ongoing project to study the state of SEO.
Due to the subject matter and the way we reached out, our respondents were not a snapshot of the industry as a whole. We were very pleased to have 326 SEOs complete the survey, including a significant number of female, BIPOC, and LGBTQ+ participants. These are important voices that need to be heard, but as we analyzed the data, we were careful not to generalize the industry as a whole without accounting for potential sampling bias. We addressed this by looking at groups separately — straight white cisgender men, BIPOC women, LGBTQ+ men, and so forth.
We recognize that intersectionality is common. Many of the SEOs who shared their stories with us don’t fit neatly into a single group. We addressed that by counting people in each category that applied to them, so a gay Black man’s answers would be factored into both the LGBTQ+ and BIPOC analyses.
Who participated?
Of the 326 SEOs who participated, 231 respondents (70.9%) described themselves as white. Among the rest, 32 SEOs described themselves as Hispanic, Latino, or Spanish; 28 Black or African American; 18 Asian or Asian American; 11 Middle Eastern or North African; eight Indian or South Asian; four Native Hawaiian or other Pacific Islander; and three American Indian or Alaska Native. (Some people were counted in more than one category.)
Our respondents included 203 SEOs who identify as women (including one transgender woman), 109 who identify as men (including two transgender men), and 11 who consider themselves nonbinary, genderqueer, two-spirit, or gender nonconformist. Three people preferred not to share their gender.
With regard to sexual orientation, 72.8% described themselves as heterosexual, 25.2% as LGBTQ+, and 2% preferred not to say.
About two-thirds (218 SEOs) of the participants were from the U.S., and about one in 10 (35 SEOs) were from the United Kingdom. The rest came from 26 other countries across the globe. The average age was 34.5 with 6.9 years of experience in SEO. (Please see the methodology section at the end for more details.)
How is the SEO community doing with diversity and inclusion?
We started our study by asking SEOs how our industry compares with the rest of the business world when it comes to discrimination and bias. More than half of our participants (57.7%) had a different career or significant job experience in another field before working in SEO, so we figured they’d be in a position to know.
Overall, most people (58.7%) think SEO is about the same as other professions. But among those who disagree, more think it’s worse (26%) than better (15.2%).
Surprisingly, there was also no statistically significant difference between BIPOC and white respondents when we asked about prevalence of bias in the industry. However, when we asked how big a problem it is, things got interesting.
Both BIPOC and white SEOs felt much more positively about their own companies than the industry as a whole.
Slightly more than 40% of both BIPOC and white SEOs said discrimination is “not a serious problem at all” within their own companies. However, almost three-quarters of BIPOC SEOs (74.0%) and more than two-thirds of white SEOs (67.5%) said bias is a “moderately serious” or “extremely serious” problem in the SEO industry.
Emotions ran high in the comments for this section. Jamar Ramos, 38, the black male chief operations officer of Crunchy Links in Belmont, California wrote, “White men on SEO Twitter are the f***ing worst. They are defensive, uncouth, and destructive for the industry. So scared of losing power they will drive EVERY BIPOC from SEO if they could.”
Another Black SEO, a 29-year-old woman at a Chicago agency, commented, “As a Black woman (and queer at that), I have definitely not seen a woman like me. I always (somewhat) joked around that I'll be the Queen of SEO, but underneath those words was because I saw not only women underrepresented in the industry, but other minority subsects of being a woman underrepresented as well, such as being a Black woman and/or a queer Black woman. Where are we?!!"
Other perspectives were represented, as well. Said another 28-year-old Black female SEO, “I'm thrilled to work in an industry where there is the freedom to find multiple agencies that are welcoming to all, and the additional freedom to strike out on my own if I ever felt I should.” Many comments in later sections backed up these sentiments, with endorsements of the SEOs’ own companies and their diversity and inclusion policies.
How bad is it? Frequency of racial or ethnic bias in SEO
Our respondents were more diverse than the SEO industry as a whole, so we expect that their experiences would be a bit different, as well. Also, our survey was based on self-reporting, which can be inconsistent. That said, overall, 48.7% of our respondents told us they never experience racial or ethnic bias. Among the others, 6.7% experience racial or ethnic bias at least once a week, 10.9% at least once a month, 9.2% every couple of months, and 24.4% said it was rare but did happen on occasion.
Knowing that 7 out of 10 of our respondents were white, we broke the data down by the SEOs’ self-reported ethnic backgrounds to get a clearer idea about the extent of racial or ethnic bias. Here’s what we found.
Asian and Asian American SEOs were the most likely to say they experience ethnic bias at least once a week, followed by Hispanic or Latino SEOs.
Most Black or African American SEOs said discrimination was a monthly or bi-monthly experience for them. Not surprisingly, white SEOs were the least likely to experience racial or ethnic bias, although about a third said they do get discriminated against based on their heritage or cultural identity.
We’d like to know more about the racial and ethnic discrimination white SEOs are facing. Unfortunately, we focused on BIPOC and LGBTQ+ issues in this survey and did not include questions about religion, so we don’t know what role that might play. We also did not address ageism or disability issues. With each study we publish, we realize how much more we have to learn. We will be sure to explore those issues in future studies.
Gender and LGBTQ+ bias in SEO
There are a lot of forms of LGBTQ+ and gender bias. We let our survey participants interpret the phrase for themselves when asking how often they experience it. Overall, 94.1% of LGBTQ+ SEOs experience bias at least some of the time, and more than a third do so at least once a month. However, 72.5% of the heterosexual SEOs also said they feel gender discrimination at least some of the time.
The impact of bias
About 4 in 10 SEOs said they experienced bias in the past year. We asked them what impact it has had on their productivity, career trajectory, and happiness. Here’s what they said:
69.1% feel “Bias in the workplace has had a negative impact on my productivity and sense of engagement.” (38.3% strongly agreed; 30.8% slightly agreed)
72.1% feel “Bias in the workplace has had a negative impact on my career advancement and earnings.” (39.3% strongly agreed; 32.8% slightly agreed)
74.6% feel “Bias in the workplace has had a negative impact on my happiness, confidence, or well-being.” (42.6% strongly agreed; 32.0% slightly agreed)
The cost of bias
How do discrepancies in pay, being passed over for promotion, and other forms of discrimination add up over the course of a career? There are many variables when comparing incomes. For example, pay can vary based on years of experience, size of company, and specific expertise.
We did the best we could to compare the incomes of SEOs with similar career profiles. Ultimately, we chose to focus on SEO generalists working in the United States, which gave us the largest pool of responses. We broke them down by gender, ethnicity, and age. Our sample sizes for men ranged from 8 to 22 people in each subcategory. Our sample sizes for women ranged from 13 to 35 for each subcategory.
These were small groups, so the results are far from definitive. But the consistency of a disparity merits conversation. Here’s what we found.
For male SEO generalists working in the United States:
In their 20s, white male SEOs reported earning an average of $75,312 per year. BIPOC male SEOs in their 20s reported earning an average of $63,500 per year (18.6% less).
In their 30s, white male SEOs reported earning an average of $95,833 per year. BIPOC male SEOs in their 30s reported earning an average of $89,091 per year (7.6% less).
In their 40s, white male SEOs reported earning an average of $115,937 per year. BIPOC male SEOs in their 40s reported earning an average of $90,417 per year (28.2% less).
For female SEO generalists working in the United States:
In their 20s, white women SEOs reported earning an average of $75,384 per year. BIPOC women SEOs in their 20s reported earning an average of $61,250 per year (23% less).
In their 30s, white women SEOs reported earning an average of $86,571 per year. BIPOC women SEOs in their 30s reported earning an average of $86,094 per year (0.6% less).
In their 40s, white women SEOs reported earning an average of $109,375 per year. BIPOC women SEOs in their 40s reported earning an average of $101,094 per year (7.6% less).
What does on-the-job bias look like?
“Where are you really from?” “Are you the new diversity hire?” “But you all look alike.” “You’re Asian, so you’re good at math, right?” “You don’t speak Spanish?” “Do you play basketball?” “I think what she was trying to say was…”
It can happen to anyone, but people of color, members of the LGBTQ+ community, and women hear things like this often. A microaggression is a subtle behavior directed at a member of a marginalized group. It can be verbal or nonverbal, delivered consciously or not, and can pose a cumulative, damaging effect to the receiver.
Columbia University defines racial microaggressions as “brief and commonplace daily verbal, behavioral, or environmental indignities” that contain “hostile, derogatory, or negative” content or subtext. The result, according to a City University of New York study, can be “anxiety and depressive symptoms over and above the effects of non-race-specific stress.”
Minority racial and ethnic groups are often targets of microaggressions, but these offenses can be directed at any marginalized group in addition to people of color, including women, people with disabilities, individuals in the LGBTQ+ community, those with mental illness, single parents, and people in lower economic classes.
Many SEOs reported experiencing a cascade of microaggressions and similar offenses. A 46-year-old white woman in the U.K. with more than 15 years of experience in the field wrote, “I don’t feel I get taken at all seriously as a female SEO — to the extent that I stopped attending events years ago. It’s a total boys club, to the point of afterparties at strip clubs. As a woman, I’ve had male SEOs expect me to do all the legwork because my time is less important, and then they try and take credit for my work. When I called them out, I was met with bullying. It’s a disgusting situation to still be in after this long in the industry.”
The most common microaggression reported during the past year, by more than 4 in 5 SEOs (81.4%) in our poll, was being interrupted or spoken over. Second on the list, however, was an actively offensive action: Nearly 6 in 10 reported having an idea taken by someone else (57.5%).
Perhaps unsurprisingly, 44.1% of respondents reported being paid less than similarly qualified employees. A 2016 Pew Research center report supported the data on this enduring travesty with regard to race and gender. Additionally, Census Bureau data from as recently as 2018 showed that women of all races still earn 82 cents for every dollar earned by men.
Among the 48.4% of respondents who report being talked down to or treated as less capable than similarly qualified employees, several made poignant comments to back up their responses.
A 26-year-old biracial woman at a small Midwestern agency said, “I am constantly having to prove my case or strategies, even when the target audience I am marketing/optimizing for looks more like me than my colleagues. I am questioned constantly and asked to prove my work, despite being the only person at the company with the knowledge and skills to produce the work.”
And one technical SEO said, “I am a white, cisgendered woman, so I have a lot of privilege, but I still have clients who feel the need to verify my recommendations with their own ‘research’ (rudimentary Google search) or by checking my advice against the opinion of white men, many of whom have less experience than I do (‘My nephew learned about SEO in college, and he says …’).”
Other common verbal microaggressions reported by survey respondents include being addressed unprofessionally (41.3%), hearing crude or offensive jokes about race and ethnicity (36.1%), or about sexual orientation or gender identity (38.5%).
Drilling down: specific microaggression experiences by group
We asked SEOs in our survey about the types of microaggressions they’ve been exposed to in the field, and found that some types of microaggressions are more commonly experienced by certain groups. We sorted respondents into six groups based on gender, ethnicity, and LGBTQ+ orientation to see how different issues affected each demographic. In some cases, we found surprising results.
At least half of SEOs in each group registered the most common microaggression: being interrupted or spoken over. In all, 91.1% of straight, white, cisgender women and 90.7% of LGBTQ+ women report this happening to them, while a surprising 82.5% of straight, white, cisgender men share the experience. Men in the BIPOC group reported barely half as many incidences of this microaggression in their experience.
All three categories of women were most likely to report a pay gap and having their ideas stolen. Reports from straight, white, cisgender women (65.8%), LGBTQ+ women (60.5%), and BIPOC women (59.3%) were remarkably consistent, falling within just slightly more than six percentage points of one another.
Meanwhile, men in the BIPOC group were most likely to say they’d been passed over for a promotion (41.7%), followed closely by LGBTQ+ men (40%), and women (37.2%).
Bad-faith banter
Conversations on the job were fertile ground for verbal microaggressions of different types. What some might consider harmless banter may not be harmless at all. We explored jokes and other verbal interactions that SEOs reported as disrespectful and hurtful.
We defined four different categories and found that the most common complaint occurred among straight, white, and cisgender women, 68.4% of whom reported “being talked down to or treated as less capable than similarly qualified employees.”
The other two most common complaints involved hearing “offensive jokes about race or ethnicity.” A total of 58.3% of BIPOC men reported hearing such jokes, but interestingly, even more LGBTQ+ men (60%) said they’d been exposed to this kind of inappropriate humor. And 37% of BIPOC women endured the same treatment.
A disappointing wealth of examples of this egregious behavior was described in the comments.
A 32-year-old white SEO who identifies as gender nonconformist described the time a “past employer, during the interview process, told me he wanted to make it clear to his (service industry) customers he wasn’t going to send any Black people to their homes. This job was rampant with racism and misogyny. I took the job out of desperation and got out as soon as I could.”
Another SEO, a 37-year-old Black woman, wrote, “When starting out, I worked at a boutique agency where many people felt comfortable telling Black and Asian jokes to me. I was on time for a business trip meetup at 5 a.m. and one employee joked that he didn’t realize Black people could get up that early. I left as soon as I could get another job that wouldn’t ding my résumé.”
Slightly more than 53% of LGBTQ+ women and men responded that they’d heard offensive jokes about gender identity or sexual orientation, the highest in that category. Likewise, LGBTQ+ men (20%) and women (14%) were most likely to have been asked how they got hired.
Mixed messages at work
Next, we considered four categories in which employees are implicitly singled out because of their membership in a marginalized group.
On the one hand, we asked whether group members had been singled out to promote an appearance of diversity — through tokenism or by assigning them to resolve problems of bias. The dubious value that such a request (under the best of circumstances) might signify, though, is negated by their opposite and often accompanying tendencies: targeting certain people or groups with suspicion (by being monitored more closely) or with criticism for their being “too sensitive” to discriminatory language/behavior.
LGBTQ+ men were most likely to report instances of tokenism (26.7%) and being labeled “too sensitive” (33.3%) to discrimination. BIPOC women ranked next in those categories, with 22.2% and 29.6%, respectively. Similarly, one-third of BIPOC women (33.3%) reported being supervised more closely than similarly qualified employees.
The comments for this section were rife with examples, like the one from a 36-year-old Hispanic/Latino male who described “being asked to ‘woke-check’ social content to see if anything in it might trigger a backlash from the immigrant community.”
Unsurprisingly, straight, white, cisgender men and women ranked in the bottom half of those reporting in each of the four categories. But men and women in other categories reported varying results. Nearly three times as many LGBTQ+ men (26.7%) as women (9.3%) said they’d experienced tokenism. Meanwhile, BIPOC women were far more likely than men — 29.6% to 8.3% — to report being labeled “too sensitive” for calling out discriminatory behavior or language.
We specifically asked BIPOC respondents to our survey how often they’d experienced three common forms of microaggression, dividing participants into four groups:
Middle Eastern/North African
Black/African American
Hispanic/Latino
Asian/Asian-American
All four groups reported that the most common of the three microaggressions we asked about was being complimented for being articulate or “well-spoken” — indicating an implied and unfounded expectation that they wouldn’t be. Three-quarters (75%) of Middle Eastern/North African respondents and two-thirds (66.7%) of Black/African American survey participants said this had happened to them.
In addition, nearly half (47.6%) of Hispanic/Latino group members surveyed said they’d been asked where they’re “actually” from. This was at least 20 percentage points higher than for any of the other three groups. The results appear to reflect a bias against immigrants from Mexico and Central America, and a baseless distrust of their status as citizens or legal residents.
The third question explored what researchers have identified as a tendency to view members of other racial or ethnic groups as interchangeable: a bias that can lead to stereotyping and discrimination. In this instance, Black/African American participants were significantly more likely (44.4%) to indicate they’d been mistaken for someone else of their race or ethnicity.
How diverse are SEOs’ workplaces?
Representation of diverse populations is a huge issue in the microcosm of the SEO industry, as well as the macrocosm of business and society in general. We were interested in how SEOs viewed diversity in the rosters at their workplaces, both in the rank-and-file employee roster and in executive or leadership positions.
Survey respondents were nearly evenly split between working for an agency and working in-house at a company (45.9% and 42.2%, respectively), while the remainder split the difference between freelancing (5.3%) and consulting (6.6%) in the SEO field.
Overall diversity levels never exceeded 15.3% for organizations of any size, hitting that level for companies with 2-10 employees and again for businesses with 251-1,000 workers. Companies with 11-25 workers turned in a percentage of 12.1%.
Percentages were lowest at the largest corporations, with the worst showing (5%) at companies with 5,001-10,000 workers. Companies with more than 10,000 employees (6.5%) and with 1,001-5,000 workers (6.9%) did only slightly better. One-person companies were also relatively less likely to be diverse than other small or midsize businesses, at 7.5%.
To further plumb the depths of representation in various SEO employment situations, we asked survey respondents to estimate the level of diversity in their organizations, including at leadership levels. We asked the same question for racial and ethnic diversity and for gender and LGBTQ+ diversity.
BIPOC diversity
In exploring diversity levels for SEOs with regard to race and ethnicity, we found a fairly even split between those that were rated “somewhat” or “very diverse” (slightly more than 54%) and those that were “not very” or not at all diverse (roughly 46%). At the extremes, roughly 16% were very diverse, and just slightly less were not diverse at all.
But, as mentioned, leadership is less diverse: Fully half (50.4%) of companies said they had no diverse individuals in leadership roles, and just over 7% reported more than half of their leadership was diverse. In total, 82.5% of respondents said diverse individuals comprised less than 25% of their company’s leadership or less.
At major tech companies such as Facebook, Apple, and Microsoft, the bulk of racial and ethnic diversity in 2017 was represented by Asian employees, with Black and Hispanic employees making up just small slivers of the workforce.
Gender and LGBTQ+ diversity
When it comes to gender or sexual orientation, diversity results are slightly higher than those for race and ethnicity. More than 6 in 10 respondents (61.8%) answered that their companies were either very (20.9%) or somewhat (40.9%) diverse, compared with just 12% who said they were not diverse at all.
More specifically, however, the data seems to indicate less diversity.
For women, a 2018 report by the National Center for Women & Technology found that their share of the workforce at tech-related companies was 26%, far shy of the 57% for the U.S. workforce in general. Meanwhile, Black, Latina, and Native American women made up just 4% of computing jobs, even though they accounted for 16% of the overall population.
The numbers for LGBTQ+ leadership in our survey were even less encouraging: More than 4 in 10 survey participants (41.7%) said their leadership teams did not include any LGBTQ+ members, while a mere 4.4% said that more than a quarter of those team members were LGBTQ+ individuals.
An interesting finding: 37.4% of those who responded said they were not sure about the LGBTQ+ membership composition of their leadership teams. This would seem to indicate that many team members choose not to share their sexual orientation, suggesting a bigger-than-expected separation between private and professional life.
How important is diversity in SEOs’ workplaces?
In answer to the question, “Is diversity and inclusion a priority in your company,” the comments varied widely. Some respondents simply answered “No” — or if it was, they weren’t aware of it.
At the other end of the spectrum were comments along the lines of “We don’t need to try; our team is just naturally diverse and inclusive.” (As with other responses, the survey cannot address the accuracy of self-assessment.) Several other comments indicated that the company strived to hire the best person for the job, “regardless of any stereotype.”
Other responses were slightly more specific. Several said their companies had only started focusing on diversity in response to the Black Lives Matter movement after George Floyd’s death in police custody.
Others indicated that their companies have an established focus on gender equality, but had only recently begun to address BIPOC or LGBTQ+ issues. A 34-year-old gay white man at a large company wrote, “Diversity and inclusion is a priority for the gender pay gap, but doesn’t include or reference race or LGBT. There’s a women’s mentor program to help promote women to higher roles, and there’s a women’s network to raise visibility.”
When asked whether diversity was a priority at their company, nearly half (49.7%) of the SEOs indicated that it was — nearly three times as many as those who said it wasn’t (17.2%). One in five (20.34%) weren’t sure, and 12.8% checked “Other” and were asked to elaborate with specific responses. Roughly 19% of those questioned elected not to answer.
What steps do companies take to encourage diversity and inclusion?
The prevalence of “Yes” answers was encouraging. Many of these were followed up with detailed descriptions of initiatives and programs in place to promote diversity and inclusion at the respondents’ workplaces.
For example, a 29-year-old Black woman who described her company as “very diverse” detailed the organization’s initiatives like this: “We have a diversity and inclusion council with men and women of all different backgrounds from across the world. We have a North American task force; we publish our diversity data; we do outreach to educational institutions including HBCUs [historically black colleges and universities] to source talent; and we have anti-racism and inclusion training.”
Also, a 28-year-old woman who identifies as American Indian or Alaska Native in Austin, Texas, commented, “Our leadership has recently made great strides to take action to ensure diversity and inclusion is a topic our entire company is knowledgeable about. We are also taking actions to raise awareness about inequality in the tech industry in a landmark report about BIPOC in tech as well as finding ways to volunteer with a BIPOC kids coding organization.”
The number and breadth of diversity and inclusion initiatives our SEOs described were also encouraging. These ranged from interactive activities such as diversity training sessions and workshops to company communication efforts like informative newsletters and the publication of diversity data.
When it comes to personnel management, some businesses are further seeking to instill diversity and excise bias in their criteria for recruiting, hiring, and promoting. And, especially important in response to the on-the-job-learning aspects specific to the SEO field, participation in internships and mentoring programs is also a growing and well-supported option.
A 28-year-old Black nonbinary SEO described several initiatives at her large agency, saying, “They have a group focused on diversity, equity, and inclusion. They are updating their practices around recruiting and interviewing to remove any unconscious racial biases. And, providing mandatory anti-racist training for all employees.”
For more detailed information on the measures companies are enacting to improve diversity and inclusion within their organizations, continue to the section below.
What are some solutions?
Diversity and inclusion data can look discouraging overall, but anecdotal responses told us that a breadth of measures are being taken to address disparities in representation, discriminatory practices, and inherent bias in everyday operations. Here are several of the initiatives cited by survey takers to enhance diversity and inclusion in the SEO workplace.
1. Initiatives at the corporate level
Employee participation in and consultation with advisory panels and task forces was a commonly cited effort, in addition to compiling and distributing informative resources like newsletters and reading lists. Several respondents described opt-in cultural activities designed to facilitate diversity, such as setting up Slack channels around particular affinities or topics, establishing employee book clubs, and spotlighting diversity in holiday celebrations.
One SEO generalist in the U.K., a 37-year-old white woman, described several activities of her company’s diversity organization, among them “[organizing] events around different holidays so everyone feels included. We celebrate Eid and Diwali, for example, and everyone in the company is encouraged to share and request days organized around things that are important to them. It’s a great initiative and I’ve learned so much from people openly sharing and discussing.”
2. Employee resource groups
Affinity-based employee resource groups, or ERGs, were cited as extremely valued resources for SEOs. These groups foster safe and informed forums in which different groups can gather to discuss issues, devise requests, suggest solutions, and share information.
One SEO manager, a 58-year-old white trans woman with nearly 15 years in the business, commented, “I am a five-time elected board member of the LGBTQIA ERG diversity group, Pride. We have seven ERGs here at [my company].”
Depending on the workplace and its demographics and company culture, ERGs may center on shared issues of gender, age, race and ethnicity, LGBTQ+ orientation, disability, mental health, neurodiversity, religion, parenting, military or veteran status, international communities, women in leadership, and more.
Naturally, any group is most effective and receives greater respect and resources when it’s sponsored and promoted by leaders at the executive level — whether or not the leaders share the demographics of the group.
3. Personal education and growth
Each individual has a responsibility to self-educate on topics related to bias and discrimination, diversity, equity, and inclusion surrounding the struggle of groups historically targeted for exclusion and injustice.
4. Allies in leadership
The support and advocacy of leaders at the executive level is not only the only ingredient necessary for changing company cultures overall. The vocal and steadfast support of allies from other groups is essential — and, unfortunately, often still lacking.
One SEO consultant, a 49-year-old woman who is biracial Latina and white, put it quite succinctly: “I see a lot of women in the SEO industry speaking out about the lack of diversity and inclusion, but very few men in the industry. Whenever one of these conversations gets going on Twitter, most of the men in SEO whom I follow suddenly get very quiet. The industry is only going to change when men also start taking action and speaking out about how the industry treats everyone other than men. Silence is complicity.”
5. Speaking up: see something, say something
Many people witness incidents of bias but struggle with how to respond. Especially if a company has not formalized a set of procedures for addressing such conflicts, employees are left to figure it out on their own.
As we know, there is no standardized societal guidebook for how to deal with discriminatory situations, especially in the U.S., where attitudes can be polarized and discussions difficult to initiate or sustain. Consequently, people chose a variety of responses to these situations, as evidenced by these findings:
As part of our survey, we asked participants whether they’d witnessed discrimination or bias against someone in their workplace during the past year based on race, ethnicity, gender, or sexual orientation. In all, 43.2% replied that they had, so we asked these participants to go further by telling us what they did in response.
Of that group, more than 4 in 10 (42.9%) took no action because they didn’t feel comfortable getting involved. This was true even though the U.S. Equal Opportunity Commission has declared that workers “have a right to work free of discrimination” based on “race, color, religion, sex (including pregnancy), national origin, disability, age (age 40 or older) or genetic information.”
One reason may be fear of retaliation, which the EEOC found was the most common issue cited by federal employees in discrimination cases. The same is likely true in the private sector. Respondents may fear the outcome if their employer fails to act on their report, and/or the accused discovers the source of the complaint.
In light of this, it was encouraging to find in our survey that 41.2% of witnesses to workplace discrimination told their supervisor. (Another option, reporting the conduct to Human Resources, was not included as a choice among our survey answers).
The most common answer: 56.3% confided in a colleague. This might indicate that these respondents weren’t comfortable going to an in-house supervisor, but also that they felt distressed enough about the situation that they wanted to tell someone.
Among other responses, slightly more than one-third (33.6%) spoke out in the moment, while others addressed the situation later, either with the target of the discrimination (37.8%) or the perpetrator (21%). In the accompanying comments, several reported following up later with both the target and the perpetrator.
6. Mentoring someone from a different background
SEO is a peculiar field in that there isn’t a well-defined path into the industry. The majority of SEOs are self-taught or learn on the job, figuring things out as they go. Or they have a mentor. One in three SEOs surveyed (33.1%) said mentors were their most significant source of SEO knowledge early in their careers.
Our survey asked four questions that went to the question of diversity among mentors. The first two asked whether respondents had worked with a mentor 1) of their own gender and/or 2) of the same race/ethnicity as theirs.
The results were interesting. While only 41.9% reported working with a mentor of their own gender, more than two-thirds (69.5%) said they’d worked with one of the same race/ethnicity. This would seem to indicate more diverse interaction among genders than exists between people of different races and ethnicities.
The next two questions asked whether respondents had worked with a BIPOC mentor and a member of the LGBTQ+ community. In terms of diversity, the results of the first question were disappointing, while answers to the second were encouraging.
A total of 10.8% said they’d worked with a BIPOC member, but that was far short of the U.S. population for that category, according to the U.S. Census. Black Americans alone accounted for 13.4% of the U.S. population in 2019, according to Census Bureau estimates, with Hispanic/Latino individuals checking in at 18.5%.
By contrast, 10.4% of respondents in our survey said they’d worked with a mentor from the LGBTQ+ community. That’s nearly double the percentage of LGBTQ individuals in tech-heavy California during 2019, according to the UCLA School of Law Williams Institute, which placed the figure at 5.3%.
Methodology
These insights were the result of a month-long survey of 326 SEO professionals conducted by North Star Inbound from August 24 to September 28, 2020. We promoted the survey on Twitter, our own blog, and by email. We’re grateful to Moz and Search Engine Land for also sharing the link.
In terms of gender, the SEOs described themselves as follows:
203 identify as women
109 identify as men
1 is a trans woman
2 are trans men
11 are nonbinary, genderqueer, two-spirit, or gender nonconformist
3 preferred not to say
With regard to sexual orientation:
72.8% said they were heterosexual
11.5% said they were bisexual
4.1% said they were pansexual
3.9% said they were gay
3.3% said they were lesbian
1.1% said they were asexual
1.9% preferred not to say
The SEOs described their race or ethnicity as follows: (Participants were able to check more than one box)
233 White
30 Hispanic, Latino, or Spanish
25 Black or African American
13 Asian or Asian American
7 South Asian/Indian subcontinent
5 Middle Eastern/North African/Arabian peninsula
4 Native Hawaiian or other Pacific Islander
2 American Indian or Alaska Native
The SEOs who completed the survey came from the following countries:
218 from the U.S.
35 from the U.K.
11 from Canada
9 from Germany
8 from Taiwan
6 from Spain
2 each from Australia, Brazil, France, India, Israel, Japan, the Netherlands, Nigeria, Poland, Romania, and Switzerland
1 each from Argentina, Austria, China, Ireland, Italy, Lithuania, Malta, Mauritius, Peru, Portugal, and Turkey
The survey respondents’ average number of years in SEO was 6.9. The median number of years was 5. The average age was 34.5, and the median age was 32.
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Diversity and Inclusion in SEO: BIPOC and LGBTQ+ SEOs Share Their Experiences
Posted by NicoleDeLeon
People around the world are having important discussions about systemic racism, overt and covert bias, and how we can all do better.
Understanding the problem is the first step. To get a sense of conditions within the SEO community, we asked people to take our Diversity and Inclusion in SEO survey as part of our ongoing project to study the state of SEO.
Due to the subject matter and the way we reached out, our respondents were not a snapshot of the industry as a whole. We were very pleased to have 326 SEOs complete the survey, including a significant number of female, BIPOC, and LGBTQ+ participants. These are important voices that need to be heard, but as we analyzed the data, we were careful not to generalize the industry as a whole without accounting for potential sampling bias. We addressed this by looking at groups separately — straight white cisgender men, BIPOC women, LGBTQ+ men, and so forth.
We recognize that intersectionality is common. Many of the SEOs who shared their stories with us don’t fit neatly into a single group. We addressed that by counting people in each category that applied to them, so a gay Black man’s answers would be factored into both the LGBTQ+ and BIPOC analyses.
Who participated?
Of the 326 SEOs who participated, 231 respondents (70.9%) described themselves as white. Among the rest, 32 SEOs described themselves as Hispanic, Latino, or Spanish; 28 Black or African American; 18 Asian or Asian American; 11 Middle Eastern or North African; eight Indian or South Asian; four Native Hawaiian or other Pacific Islander; and three American Indian or Alaska Native. (Some people were counted in more than one category.)
Our respondents included 203 SEOs who identify as women (including one transgender woman), 109 who identify as men (including two transgender men), and 11 who consider themselves nonbinary, genderqueer, two-spirit, or gender nonconformist. Three people preferred not to share their gender.
With regard to sexual orientation, 72.8% described themselves as heterosexual, 25.2% as LGBTQ+, and 2% preferred not to say.
About two-thirds (218 SEOs) of the participants were from the U.S., and about one in 10 (35 SEOs) were from the United Kingdom. The rest came from 26 other countries across the globe. The average age was 34.5 with 6.9 years of experience in SEO. (Please see the methodology section at the end for more details.)
How is the SEO community doing with diversity and inclusion?
We started our study by asking SEOs how our industry compares with the rest of the business world when it comes to discrimination and bias. More than half of our participants (57.7%) had a different career or significant job experience in another field before working in SEO, so we figured they’d be in a position to know.
Overall, most people (58.7%) think SEO is about the same as other professions. But among those who disagree, more think it’s worse (26%) than better (15.2%).
Surprisingly, there was also no statistically significant difference between BIPOC and white respondents when we asked about prevalence of bias in the industry. However, when we asked how big a problem it is, things got interesting.
Both BIPOC and white SEOs felt much more positively about their own companies than the industry as a whole.
Slightly more than 40% of both BIPOC and white SEOs said discrimination is “not a serious problem at all” within their own companies. However, almost three-quarters of BIPOC SEOs (74.0%) and more than two-thirds of white SEOs (67.5%) said bias is a “moderately serious” or “extremely serious” problem in the SEO industry.
Emotions ran high in the comments for this section. Jamar Ramos, 38, the black male chief operations officer of Crunchy Links in Belmont, California wrote, “White men on SEO Twitter are the f***ing worst. They are defensive, uncouth, and destructive for the industry. So scared of losing power they will drive EVERY BIPOC from SEO if they could.”
Another Black SEO, a 29-year-old woman at a Chicago agency, commented, “As a Black woman (and queer at that), I have definitely not seen a woman like me. I always (somewhat) joked around that I'll be the Queen of SEO, but underneath those words was because I saw not only women underrepresented in the industry, but other minority subsects of being a woman underrepresented as well, such as being a Black woman and/or a queer Black woman. Where are we?!!"
Other perspectives were represented, as well. Said another 28-year-old Black female SEO, “I'm thrilled to work in an industry where there is the freedom to find multiple agencies that are welcoming to all, and the additional freedom to strike out on my own if I ever felt I should.” Many comments in later sections backed up these sentiments, with endorsements of the SEOs’ own companies and their diversity and inclusion policies.
How bad is it? Frequency of racial or ethnic bias in SEO
Our respondents were more diverse than the SEO industry as a whole, so we expect that their experiences would be a bit different, as well. Also, our survey was based on self-reporting, which can be inconsistent. That said, overall, 48.7% of our respondents told us they never experience racial or ethnic bias. Among the others, 6.7% experience racial or ethnic bias at least once a week, 10.9% at least once a month, 9.2% every couple of months, and 24.4% said it was rare but did happen on occasion.
Knowing that 7 out of 10 of our respondents were white, we broke the data down by the SEOs’ self-reported ethnic backgrounds to get a clearer idea about the extent of racial or ethnic bias. Here’s what we found.
Asian and Asian American SEOs were the most likely to say they experience ethnic bias at least once a week, followed by Hispanic or Latino SEOs.
Most Black or African American SEOs said discrimination was a monthly or bi-monthly experience for them. Not surprisingly, white SEOs were the least likely to experience racial or ethnic bias, although about a third said they do get discriminated against based on their heritage or cultural identity.
We’d like to know more about the racial and ethnic discrimination white SEOs are facing. Unfortunately, we focused on BIPOC and LGBTQ+ issues in this survey and did not include questions about religion, so we don’t know what role that might play. We also did not address ageism or disability issues. With each study we publish, we realize how much more we have to learn. We will be sure to explore those issues in future studies.
Gender and LGBTQ+ bias in SEO
There are a lot of forms of LGBTQ+ and gender bias. We let our survey participants interpret the phrase for themselves when asking how often they experience it. Overall, 94.1% of LGBTQ+ SEOs experience bias at least some of the time, and more than a third do so at least once a month. However, 72.5% of the heterosexual SEOs also said they feel gender discrimination at least some of the time.
The impact of bias
About 4 in 10 SEOs said they experienced bias in the past year. We asked them what impact it has had on their productivity, career trajectory, and happiness. Here’s what they said:
69.1% feel “Bias in the workplace has had a negative impact on my productivity and sense of engagement.” (38.3% strongly agreed; 30.8% slightly agreed)
72.1% feel “Bias in the workplace has had a negative impact on my career advancement and earnings.” (39.3% strongly agreed; 32.8% slightly agreed)
74.6% feel “Bias in the workplace has had a negative impact on my happiness, confidence, or well-being.” (42.6% strongly agreed; 32.0% slightly agreed)
The cost of bias
How do discrepancies in pay, being passed over for promotion, and other forms of discrimination add up over the course of a career? There are many variables when comparing incomes. For example, pay can vary based on years of experience, size of company, and specific expertise.
We did the best we could to compare the incomes of SEOs with similar career profiles. Ultimately, we chose to focus on SEO generalists working in the United States, which gave us the largest pool of responses. We broke them down by gender, ethnicity, and age. Our sample sizes for men ranged from 8 to 22 people in each subcategory. Our sample sizes for women ranged from 13 to 35 for each subcategory.
These were small groups, so the results are far from definitive. But the consistency of a disparity merits conversation. Here’s what we found.
For male SEO generalists working in the United States:
In their 20s, white male SEOs reported earning an average of $75,312 per year. BIPOC male SEOs in their 20s reported earning an average of $63,500 per year (18.6% less).
In their 30s, white male SEOs reported earning an average of $95,833 per year. BIPOC male SEOs in their 30s reported earning an average of $89,091 per year (7.6% less).
In their 40s, white male SEOs reported earning an average of $115,937 per year. BIPOC male SEOs in their 40s reported earning an average of $90,417 per year (28.2% less).
For female SEO generalists working in the United States:
In their 20s, white women SEOs reported earning an average of $75,384 per year. BIPOC women SEOs in their 20s reported earning an average of $61,250 per year (23% less).
In their 30s, white women SEOs reported earning an average of $86,571 per year. BIPOC women SEOs in their 30s reported earning an average of $86,094 per year (0.6% less).
In their 40s, white women SEOs reported earning an average of $109,375 per year. BIPOC women SEOs in their 40s reported earning an average of $101,094 per year (7.6% less).
What does on-the-job bias look like?
“Where are you really from?” “Are you the new diversity hire?” “But you all look alike.” “You’re Asian, so you’re good at math, right?” “You don’t speak Spanish?” “Do you play basketball?” “I think what she was trying to say was…”
It can happen to anyone, but people of color, members of the LGBTQ+ community, and women hear things like this often. A microaggression is a subtle behavior directed at a member of a marginalized group. It can be verbal or nonverbal, delivered consciously or not, and can pose a cumulative, damaging effect to the receiver.
Columbia University defines racial microaggressions as “brief and commonplace daily verbal, behavioral, or environmental indignities” that contain “hostile, derogatory, or negative” content or subtext. The result, according to a City University of New York study, can be “anxiety and depressive symptoms over and above the effects of non-race-specific stress.”
Minority racial and ethnic groups are often targets of microaggressions, but these offenses can be directed at any marginalized group in addition to people of color, including women, people with disabilities, individuals in the LGBTQ+ community, those with mental illness, single parents, and people in lower economic classes.
Many SEOs reported experiencing a cascade of microaggressions and similar offenses. A 46-year-old white woman in the U.K. with more than 15 years of experience in the field wrote, “I don’t feel I get taken at all seriously as a female SEO — to the extent that I stopped attending events years ago. It’s a total boys club, to the point of afterparties at strip clubs. As a woman, I’ve had male SEOs expect me to do all the legwork because my time is less important, and then they try and take credit for my work. When I called them out, I was met with bullying. It’s a disgusting situation to still be in after this long in the industry.”
The most common microaggression reported during the past year, by more than 4 in 5 SEOs (81.4%) in our poll, was being interrupted or spoken over. Second on the list, however, was an actively offensive action: Nearly 6 in 10 reported having an idea taken by someone else (57.5%).
Perhaps unsurprisingly, 44.1% of respondents reported being paid less than similarly qualified employees. A 2016 Pew Research center report supported the data on this enduring travesty with regard to race and gender. Additionally, Census Bureau data from as recently as 2018 showed that women of all races still earn 82 cents for every dollar earned by men.
Among the 48.4% of respondents who report being talked down to or treated as less capable than similarly qualified employees, several made poignant comments to back up their responses.
A 26-year-old biracial woman at a small Midwestern agency said, “I am constantly having to prove my case or strategies, even when the target audience I am marketing/optimizing for looks more like me than my colleagues. I am questioned constantly and asked to prove my work, despite being the only person at the company with the knowledge and skills to produce the work.”
And one technical SEO said, “I am a white, cisgendered woman, so I have a lot of privilege, but I still have clients who feel the need to verify my recommendations with their own ‘research’ (rudimentary Google search) or by checking my advice against the opinion of white men, many of whom have less experience than I do (‘My nephew learned about SEO in college, and he says …’).”
Other common verbal microaggressions reported by survey respondents include being addressed unprofessionally (41.3%), hearing crude or offensive jokes about race and ethnicity (36.1%), or about sexual orientation or gender identity (38.5%).
Drilling down: specific microaggression experiences by group
We asked SEOs in our survey about the types of microaggressions they’ve been exposed to in the field, and found that some types of microaggressions are more commonly experienced by certain groups. We sorted respondents into six groups based on gender, ethnicity, and LGBTQ+ orientation to see how different issues affected each demographic. In some cases, we found surprising results.
At least half of SEOs in each group registered the most common microaggression: being interrupted or spoken over. In all, 91.1% of straight, white, cisgender women and 90.7% of LGBTQ+ women report this happening to them, while a surprising 82.5% of straight, white, cisgender men share the experience. Men in the BIPOC group reported barely half as many incidences of this microaggression in their experience.
All three categories of women were most likely to report a pay gap and having their ideas stolen. Reports from straight, white, cisgender women (65.8%), LGBTQ+ women (60.5%), and BIPOC women (59.3%) were remarkably consistent, falling within just slightly more than six percentage points of one another.
Meanwhile, men in the BIPOC group were most likely to say they’d been passed over for a promotion (41.7%), followed closely by LGBTQ+ men (40%), and women (37.2%).
Bad-faith banter
Conversations on the job were fertile ground for verbal microaggressions of different types. What some might consider harmless banter may not be harmless at all. We explored jokes and other verbal interactions that SEOs reported as disrespectful and hurtful.
We defined four different categories and found that the most common complaint occurred among straight, white, and cisgender women, 68.4% of whom reported “being talked down to or treated as less capable than similarly qualified employees.”
The other two most common complaints involved hearing “offensive jokes about race or ethnicity.” A total of 58.3% of BIPOC men reported hearing such jokes, but interestingly, even more LGBTQ+ men (60%) said they’d been exposed to this kind of inappropriate humor. And 37% of BIPOC women endured the same treatment.
A disappointing wealth of examples of this egregious behavior was described in the comments.
A 32-year-old white SEO who identifies as gender nonconformist described the time a “past employer, during the interview process, told me he wanted to make it clear to his (service industry) customers he wasn’t going to send any Black people to their homes. This job was rampant with racism and misogyny. I took the job out of desperation and got out as soon as I could.”
Another SEO, a 37-year-old Black woman, wrote, “When starting out, I worked at a boutique agency where many people felt comfortable telling Black and Asian jokes to me. I was on time for a business trip meetup at 5 a.m. and one employee joked that he didn’t realize Black people could get up that early. I left as soon as I could get another job that wouldn’t ding my résumé.”
Slightly more than 53% of LGBTQ+ women and men responded that they’d heard offensive jokes about gender identity or sexual orientation, the highest in that category. Likewise, LGBTQ+ men (20%) and women (14%) were most likely to have been asked how they got hired.
Mixed messages at work
Next, we considered four categories in which employees are implicitly singled out because of their membership in a marginalized group.
On the one hand, we asked whether group members had been singled out to promote an appearance of diversity — through tokenism or by assigning them to resolve problems of bias. The dubious value that such a request (under the best of circumstances) might signify, though, is negated by their opposite and often accompanying tendencies: targeting certain people or groups with suspicion (by being monitored more closely) or with criticism for their being “too sensitive” to discriminatory language/behavior.
LGBTQ+ men were most likely to report instances of tokenism (26.7%) and being labeled “too sensitive” (33.3%) to discrimination. BIPOC women ranked next in those categories, with 22.2% and 29.6%, respectively. Similarly, one-third of BIPOC women (33.3%) reported being supervised more closely than similarly qualified employees.
The comments for this section were rife with examples, like the one from a 36-year-old Hispanic/Latino male who described “being asked to ‘woke-check’ social content to see if anything in it might trigger a backlash from the immigrant community.”
Unsurprisingly, straight, white, cisgender men and women ranked in the bottom half of those reporting in each of the four categories. But men and women in other categories reported varying results. Nearly three times as many LGBTQ+ men (26.7%) as women (9.3%) said they’d experienced tokenism. Meanwhile, BIPOC women were far more likely than men — 29.6% to 8.3% — to report being labeled “too sensitive” for calling out discriminatory behavior or language.
We specifically asked BIPOC respondents to our survey how often they’d experienced three common forms of microaggression, dividing participants into four groups:
Middle Eastern/North African
Black/African American
Hispanic/Latino
Asian/Asian-American
All four groups reported that the most common of the three microaggressions we asked about was being complimented for being articulate or “well-spoken” — indicating an implied and unfounded expectation that they wouldn’t be. Three-quarters (75%) of Middle Eastern/North African respondents and two-thirds (66.7%) of Black/African American survey participants said this had happened to them.
In addition, nearly half (47.6%) of Hispanic/Latino group members surveyed said they’d been asked where they’re “actually” from. This was at least 20 percentage points higher than for any of the other three groups. The results appear to reflect a bias against immigrants from Mexico and Central America, and a baseless distrust of their status as citizens or legal residents.
The third question explored what researchers have identified as a tendency to view members of other racial or ethnic groups as interchangeable: a bias that can lead to stereotyping and discrimination. In this instance, Black/African American participants were significantly more likely (44.4%) to indicate they’d been mistaken for someone else of their race or ethnicity.
How diverse are SEOs’ workplaces?
Representation of diverse populations is a huge issue in the microcosm of the SEO industry, as well as the macrocosm of business and society in general. We were interested in how SEOs viewed diversity in the rosters at their workplaces, both in the rank-and-file employee roster and in executive or leadership positions.
Survey respondents were nearly evenly split between working for an agency and working in-house at a company (45.9% and 42.2%, respectively), while the remainder split the difference between freelancing (5.3%) and consulting (6.6%) in the SEO field.
Overall diversity levels never exceeded 15.3% for organizations of any size, hitting that level for companies with 2-10 employees and again for businesses with 251-1,000 workers. Companies with 11-25 workers turned in a percentage of 12.1%.
Percentages were lowest at the largest corporations, with the worst showing (5%) at companies with 5,001-10,000 workers. Companies with more than 10,000 employees (6.5%) and with 1,001-5,000 workers (6.9%) did only slightly better. One-person companies were also relatively less likely to be diverse than other small or midsize businesses, at 7.5%.
To further plumb the depths of representation in various SEO employment situations, we asked survey respondents to estimate the level of diversity in their organizations, including at leadership levels. We asked the same question for racial and ethnic diversity and for gender and LGBTQ+ diversity.
BIPOC diversity
In exploring diversity levels for SEOs with regard to race and ethnicity, we found a fairly even split between those that were rated “somewhat” or “very diverse” (slightly more than 54%) and those that were “not very” or not at all diverse (roughly 46%). At the extremes, roughly 16% were very diverse, and just slightly less were not diverse at all.
But, as mentioned, leadership is less diverse: Fully half (50.4%) of companies said they had no diverse individuals in leadership roles, and just over 7% reported more than half of their leadership was diverse. In total, 82.5% of respondents said diverse individuals comprised less than 25% of their company’s leadership or less.
At major tech companies such as Facebook, Apple, and Microsoft, the bulk of racial and ethnic diversity in 2017 was represented by Asian employees, with Black and Hispanic employees making up just small slivers of the workforce.
Gender and LGBTQ+ diversity
When it comes to gender or sexual orientation, diversity results are slightly higher than those for race and ethnicity. More than 6 in 10 respondents (61.8%) answered that their companies were either very (20.9%) or somewhat (40.9%) diverse, compared with just 12% who said they were not diverse at all.
More specifically, however, the data seems to indicate less diversity.
For women, a 2018 report by the National Center for Women & Technology found that their share of the workforce at tech-related companies was 26%, far shy of the 57% for the U.S. workforce in general. Meanwhile, Black, Latina, and Native American women made up just 4% of computing jobs, even though they accounted for 16% of the overall population.
The numbers for LGBTQ+ leadership in our survey were even less encouraging: More than 4 in 10 survey participants (41.7%) said their leadership teams did not include any LGBTQ+ members, while a mere 4.4% said that more than a quarter of those team members were LGBTQ+ individuals.
An interesting finding: 37.4% of those who responded said they were not sure about the LGBTQ+ membership composition of their leadership teams. This would seem to indicate that many team members choose not to share their sexual orientation, suggesting a bigger-than-expected separation between private and professional life.
How important is diversity in SEOs’ workplaces?
In answer to the question, “Is diversity and inclusion a priority in your company,” the comments varied widely. Some respondents simply answered “No” — or if it was, they weren’t aware of it.
At the other end of the spectrum were comments along the lines of “We don’t need to try; our team is just naturally diverse and inclusive.” (As with other responses, the survey cannot address the accuracy of self-assessment.) Several other comments indicated that the company strived to hire the best person for the job, “regardless of any stereotype.”
Other responses were slightly more specific. Several said their companies had only started focusing on diversity in response to the Black Lives Matter movement after George Floyd’s death in police custody.
Others indicated that their companies have an established focus on gender equality, but had only recently begun to address BIPOC or LGBTQ+ issues. A 34-year-old gay white man at a large company wrote, “Diversity and inclusion is a priority for the gender pay gap, but doesn’t include or reference race or LGBT. There’s a women’s mentor program to help promote women to higher roles, and there’s a women’s network to raise visibility.”
When asked whether diversity was a priority at their company, nearly half (49.7%) of the SEOs indicated that it was — nearly three times as many as those who said it wasn’t (17.2%). One in five (20.34%) weren’t sure, and 12.8% checked “Other” and were asked to elaborate with specific responses. Roughly 19% of those questioned elected not to answer.
What steps do companies take to encourage diversity and inclusion?
The prevalence of “Yes” answers was encouraging. Many of these were followed up with detailed descriptions of initiatives and programs in place to promote diversity and inclusion at the respondents’ workplaces.
For example, a 29-year-old Black woman who described her company as “very diverse” detailed the organization’s initiatives like this: “We have a diversity and inclusion council with men and women of all different backgrounds from across the world. We have a North American task force; we publish our diversity data; we do outreach to educational institutions including HBCUs [historically black colleges and universities] to source talent; and we have anti-racism and inclusion training.”
Also, a 28-year-old woman who identifies as American Indian or Alaska Native in Austin, Texas, commented, “Our leadership has recently made great strides to take action to ensure diversity and inclusion is a topic our entire company is knowledgeable about. We are also taking actions to raise awareness about inequality in the tech industry in a landmark report about BIPOC in tech as well as finding ways to volunteer with a BIPOC kids coding organization.”
The number and breadth of diversity and inclusion initiatives our SEOs described were also encouraging. These ranged from interactive activities such as diversity training sessions and workshops to company communication efforts like informative newsletters and the publication of diversity data.
When it comes to personnel management, some businesses are further seeking to instill diversity and excise bias in their criteria for recruiting, hiring, and promoting. And, especially important in response to the on-the-job-learning aspects specific to the SEO field, participation in internships and mentoring programs is also a growing and well-supported option.
A 28-year-old Black nonbinary SEO described several initiatives at her large agency, saying, “They have a group focused on diversity, equity, and inclusion. They are updating their practices around recruiting and interviewing to remove any unconscious racial biases. And, providing mandatory anti-racist training for all employees.”
For more detailed information on the measures companies are enacting to improve diversity and inclusion within their organizations, continue to the section below.
What are some solutions?
Diversity and inclusion data can look discouraging overall, but anecdotal responses told us that a breadth of measures are being taken to address disparities in representation, discriminatory practices, and inherent bias in everyday operations. Here are several of the initiatives cited by survey takers to enhance diversity and inclusion in the SEO workplace.
1. Initiatives at the corporate level
Employee participation in and consultation with advisory panels and task forces was a commonly cited effort, in addition to compiling and distributing informative resources like newsletters and reading lists. Several respondents described opt-in cultural activities designed to facilitate diversity, such as setting up Slack channels around particular affinities or topics, establishing employee book clubs, and spotlighting diversity in holiday celebrations.
One SEO generalist in the U.K., a 37-year-old white woman, described several activities of her company’s diversity organization, among them “[organizing] events around different holidays so everyone feels included. We celebrate Eid and Diwali, for example, and everyone in the company is encouraged to share and request days organized around things that are important to them. It’s a great initiative and I’ve learned so much from people openly sharing and discussing.”
2. Employee resource groups
Affinity-based employee resource groups, or ERGs, were cited as extremely valued resources for SEOs. These groups foster safe and informed forums in which different groups can gather to discuss issues, devise requests, suggest solutions, and share information.
One SEO manager, a 58-year-old white trans woman with nearly 15 years in the business, commented, “I am a five-time elected board member of the LGBTQIA ERG diversity group, Pride. We have seven ERGs here at [my company].”
Depending on the workplace and its demographics and company culture, ERGs may center on shared issues of gender, age, race and ethnicity, LGBTQ+ orientation, disability, mental health, neurodiversity, religion, parenting, military or veteran status, international communities, women in leadership, and more.
Naturally, any group is most effective and receives greater respect and resources when it’s sponsored and promoted by leaders at the executive level — whether or not the leaders share the demographics of the group.
3. Personal education and growth
Each individual has a responsibility to self-educate on topics related to bias and discrimination, diversity, equity, and inclusion surrounding the struggle of groups historically targeted for exclusion and injustice.
4. Allies in leadership
The support and advocacy of leaders at the executive level is not only the only ingredient necessary for changing company cultures overall. The vocal and steadfast support of allies from other groups is essential — and, unfortunately, often still lacking.
One SEO consultant, a 49-year-old woman who is biracial Latina and white, put it quite succinctly: “I see a lot of women in the SEO industry speaking out about the lack of diversity and inclusion, but very few men in the industry. Whenever one of these conversations gets going on Twitter, most of the men in SEO whom I follow suddenly get very quiet. The industry is only going to change when men also start taking action and speaking out about how the industry treats everyone other than men. Silence is complicity.”
5. Speaking up: see something, say something
Many people witness incidents of bias but struggle with how to respond. Especially if a company has not formalized a set of procedures for addressing such conflicts, employees are left to figure it out on their own.
As we know, there is no standardized societal guidebook for how to deal with discriminatory situations, especially in the U.S., where attitudes can be polarized and discussions difficult to initiate or sustain. Consequently, people chose a variety of responses to these situations, as evidenced by these findings:
As part of our survey, we asked participants whether they’d witnessed discrimination or bias against someone in their workplace during the past year based on race, ethnicity, gender, or sexual orientation. In all, 43.2% replied that they had, so we asked these participants to go further by telling us what they did in response.
Of that group, more than 4 in 10 (42.9%) took no action because they didn’t feel comfortable getting involved. This was true even though the U.S. Equal Opportunity Commission has declared that workers “have a right to work free of discrimination” based on “race, color, religion, sex (including pregnancy), national origin, disability, age (age 40 or older) or genetic information.”
One reason may be fear of retaliation, which the EEOC found was the most common issue cited by federal employees in discrimination cases. The same is likely true in the private sector. Respondents may fear the outcome if their employer fails to act on their report, and/or the accused discovers the source of the complaint.
In light of this, it was encouraging to find in our survey that 41.2% of witnesses to workplace discrimination told their supervisor. (Another option, reporting the conduct to Human Resources, was not included as a choice among our survey answers).
The most common answer: 56.3% confided in a colleague. This might indicate that these respondents weren’t comfortable going to an in-house supervisor, but also that they felt distressed enough about the situation that they wanted to tell someone.
Among other responses, slightly more than one-third (33.6%) spoke out in the moment, while others addressed the situation later, either with the target of the discrimination (37.8%) or the perpetrator (21%). In the accompanying comments, several reported following up later with both the target and the perpetrator.
6. Mentoring someone from a different background
SEO is a peculiar field in that there isn’t a well-defined path into the industry. The majority of SEOs are self-taught or learn on the job, figuring things out as they go. Or they have a mentor. One in three SEOs surveyed (33.1%) said mentors were their most significant source of SEO knowledge early in their careers.
Our survey asked four questions that went to the question of diversity among mentors. The first two asked whether respondents had worked with a mentor 1) of their own gender and/or 2) of the same race/ethnicity as theirs.
The results were interesting. While only 41.9% reported working with a mentor of their own gender, more than two-thirds (69.5%) said they’d worked with one of the same race/ethnicity. This would seem to indicate more diverse interaction among genders than exists between people of different races and ethnicities.
The next two questions asked whether respondents had worked with a BIPOC mentor and a member of the LGBTQ+ community. In terms of diversity, the results of the first question were disappointing, while answers to the second were encouraging.
A total of 10.8% said they’d worked with a BIPOC member, but that was far short of the U.S. population for that category, according to the U.S. Census. Black Americans alone accounted for 13.4% of the U.S. population in 2019, according to Census Bureau estimates, with Hispanic/Latino individuals checking in at 18.5%.
By contrast, 10.4% of respondents in our survey said they’d worked with a mentor from the LGBTQ+ community. That’s nearly double the percentage of LGBTQ individuals in tech-heavy California during 2019, according to the UCLA School of Law Williams Institute, which placed the figure at 5.3%.
Methodology
These insights were the result of a month-long survey of 326 SEO professionals conducted by North Star Inbound from August 24 to September 28, 2020. We promoted the survey on Twitter, our own blog, and by email. We’re grateful to Moz and Search Engine Land for also sharing the link.
In terms of gender, the SEOs described themselves as follows:
203 identify as women
109 identify as men
1 is a trans woman
2 are trans men
11 are nonbinary, genderqueer, two-spirit, or gender nonconformist
3 preferred not to say
With regard to sexual orientation:
72.8% said they were heterosexual
11.5% said they were bisexual
4.1% said they were pansexual
3.9% said they were gay
3.3% said they were lesbian
1.1% said they were asexual
1.9% preferred not to say
The SEOs described their race or ethnicity as follows: (Participants were able to check more than one box)
233 White
30 Hispanic, Latino, or Spanish
25 Black or African American
13 Asian or Asian American
7 South Asian/Indian subcontinent
5 Middle Eastern/North African/Arabian peninsula
4 Native Hawaiian or other Pacific Islander
2 American Indian or Alaska Native
The SEOs who completed the survey came from the following countries:
218 from the U.S.
35 from the U.K.
11 from Canada
9 from Germany
8 from Taiwan
6 from Spain
2 each from Australia, Brazil, France, India, Israel, Japan, the Netherlands, Nigeria, Poland, Romania, and Switzerland
1 each from Argentina, Austria, China, Ireland, Italy, Lithuania, Malta, Mauritius, Peru, Portugal, and Turkey
The survey respondents’ average number of years in SEO was 6.9. The median number of years was 5. The average age was 34.5, and the median age was 32.
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Diversity and Inclusion in SEO: BIPOC and LGBTQ+ SEOs Share Their Experiences
Posted by NicoleDeLeon
People around the world are having important discussions about systemic racism, overt and covert bias, and how we can all do better.
Understanding the problem is the first step. To get a sense of conditions within the SEO community, we asked people to take our Diversity and Inclusion in SEO survey as part of our ongoing project to study the state of SEO.
Due to the subject matter and the way we reached out, our respondents were not a snapshot of the industry as a whole. We were very pleased to have 326 SEOs complete the survey, including a significant number of female, BIPOC, and LGBTQ+ participants. These are important voices that need to be heard, but as we analyzed the data, we were careful not to generalize the industry as a whole without accounting for potential sampling bias. We addressed this by looking at groups separately — straight white cisgender men, BIPOC women, LGBTQ+ men, and so forth.
We recognize that intersectionality is common. Many of the SEOs who shared their stories with us don’t fit neatly into a single group. We addressed that by counting people in each category that applied to them, so a gay Black man’s answers would be factored into both the LGBTQ+ and BIPOC analyses.
Who participated?
Of the 326 SEOs who participated, 231 respondents (70.9%) described themselves as white. Among the rest, 32 SEOs described themselves as Hispanic, Latino, or Spanish; 28 Black or African American; 18 Asian or Asian American; 11 Middle Eastern or North African; eight Indian or South Asian; four Native Hawaiian or other Pacific Islander; and three American Indian or Alaska Native. (Some people were counted in more than one category.)
Our respondents included 203 SEOs who identify as women (including one transgender woman), 109 who identify as men (including two transgender men), and 11 who consider themselves nonbinary, genderqueer, two-spirit, or gender nonconformist. Three people preferred not to share their gender.
With regard to sexual orientation, 72.8% described themselves as heterosexual, 25.2% as LGBTQ+, and 2% preferred not to say.
About two-thirds (218 SEOs) of the participants were from the U.S., and about one in 10 (35 SEOs) were from the United Kingdom. The rest came from 26 other countries across the globe. The average age was 34.5 with 6.9 years of experience in SEO. (Please see the methodology section at the end for more details.)
How is the SEO community doing with diversity and inclusion?
We started our study by asking SEOs how our industry compares with the rest of the business world when it comes to discrimination and bias. More than half of our participants (57.7%) had a different career or significant job experience in another field before working in SEO, so we figured they’d be in a position to know.
Overall, most people (58.7%) think SEO is about the same as other professions. But among those who disagree, more think it’s worse (26%) than better (15.2%).
Surprisingly, there was also no statistically significant difference between BIPOC and white respondents when we asked about prevalence of bias in the industry. However, when we asked how big a problem it is, things got interesting.
Both BIPOC and white SEOs felt much more positively about their own companies than the industry as a whole.
Slightly more than 40% of both BIPOC and white SEOs said discrimination is “not a serious problem at all” within their own companies. However, almost three-quarters of BIPOC SEOs (74.0%) and more than two-thirds of white SEOs (67.5%) said bias is a “moderately serious” or “extremely serious” problem in the SEO industry.
Emotions ran high in the comments for this section. Jamar Ramos, 38, the black male chief operations officer of Crunchy Links in Belmont, California wrote, “White men on SEO Twitter are the f***ing worst. They are defensive, uncouth, and destructive for the industry. So scared of losing power they will drive EVERY BIPOC from SEO if they could.”
Another Black SEO, a 29-year-old woman at a Chicago agency, commented, “As a Black woman (and queer at that), I have definitely not seen a woman like me. I always (somewhat) joked around that I'll be the Queen of SEO, but underneath those words was because I saw not only women underrepresented in the industry, but other minority subsects of being a woman underrepresented as well, such as being a Black woman and/or a queer Black woman. Where are we?!!"
Other perspectives were represented, as well. Said another 28-year-old Black female SEO, “I'm thrilled to work in an industry where there is the freedom to find multiple agencies that are welcoming to all, and the additional freedom to strike out on my own if I ever felt I should.” Many comments in later sections backed up these sentiments, with endorsements of the SEOs’ own companies and their diversity and inclusion policies.
How bad is it? Frequency of racial or ethnic bias in SEO
Our respondents were more diverse than the SEO industry as a whole, so we expect that their experiences would be a bit different, as well. Also, our survey was based on self-reporting, which can be inconsistent. That said, overall, 48.7% of our respondents told us they never experience racial or ethnic bias. Among the others, 6.7% experience racial or ethnic bias at least once a week, 10.9% at least once a month, 9.2% every couple of months, and 24.4% said it was rare but did happen on occasion.
Knowing that 7 out of 10 of our respondents were white, we broke the data down by the SEOs’ self-reported ethnic backgrounds to get a clearer idea about the extent of racial or ethnic bias. Here’s what we found.
Asian and Asian American SEOs were the most likely to say they experience ethnic bias at least once a week, followed by Hispanic or Latino SEOs.
Most Black or African American SEOs said discrimination was a monthly or bi-monthly experience for them. Not surprisingly, white SEOs were the least likely to experience racial or ethnic bias, although about a third said they do get discriminated against based on their heritage or cultural identity.
We’d like to know more about the racial and ethnic discrimination white SEOs are facing. Unfortunately, we focused on BIPOC and LGBTQ+ issues in this survey and did not include questions about religion, so we don’t know what role that might play. We also did not address ageism or disability issues. With each study we publish, we realize how much more we have to learn. We will be sure to explore those issues in future studies.
Gender and LGBTQ+ bias in SEO
There are a lot of forms of LGBTQ+ and gender bias. We let our survey participants interpret the phrase for themselves when asking how often they experience it. Overall, 94.1% of LGBTQ+ SEOs experience bias at least some of the time, and more than a third do so at least once a month. However, 72.5% of the heterosexual SEOs also said they feel gender discrimination at least some of the time.
The impact of bias
About 4 in 10 SEOs said they experienced bias in the past year. We asked them what impact it has had on their productivity, career trajectory, and happiness. Here’s what they said:
69.1% feel “Bias in the workplace has had a negative impact on my productivity and sense of engagement.” (38.3% strongly agreed; 30.8% slightly agreed)
72.1% feel “Bias in the workplace has had a negative impact on my career advancement and earnings.” (39.3% strongly agreed; 32.8% slightly agreed)
74.6% feel “Bias in the workplace has had a negative impact on my happiness, confidence, or well-being.” (42.6% strongly agreed; 32.0% slightly agreed)
The cost of bias
How do discrepancies in pay, being passed over for promotion, and other forms of discrimination add up over the course of a career? There are many variables when comparing incomes. For example, pay can vary based on years of experience, size of company, and specific expertise.
We did the best we could to compare the incomes of SEOs with similar career profiles. Ultimately, we chose to focus on SEO generalists working in the United States, which gave us the largest pool of responses. We broke them down by gender, ethnicity, and age. Our sample sizes for men ranged from 8 to 22 people in each subcategory. Our sample sizes for women ranged from 13 to 35 for each subcategory.
These were small groups, so the results are far from definitive. But the consistency of a disparity merits conversation. Here’s what we found.
For male SEO generalists working in the United States:
In their 20s, white male SEOs reported earning an average of $75,312 per year. BIPOC male SEOs in their 20s reported earning an average of $63,500 per year (18.6% less).
In their 30s, white male SEOs reported earning an average of $95,833 per year. BIPOC male SEOs in their 30s reported earning an average of $89,091 per year (7.6% less).
In their 40s, white male SEOs reported earning an average of $115,937 per year. BIPOC male SEOs in their 40s reported earning an average of $90,417 per year (28.2% less).
For female SEO generalists working in the United States:
In their 20s, white women SEOs reported earning an average of $75,384 per year. BIPOC women SEOs in their 20s reported earning an average of $61,250 per year (23% less).
In their 30s, white women SEOs reported earning an average of $86,571 per year. BIPOC women SEOs in their 30s reported earning an average of $86,094 per year (0.6% less).
In their 40s, white women SEOs reported earning an average of $109,375 per year. BIPOC women SEOs in their 40s reported earning an average of $101,094 per year (7.6% less).
What does on-the-job bias look like?
“Where are you really from?” “Are you the new diversity hire?” “But you all look alike.” “You’re Asian, so you’re good at math, right?” “You don’t speak Spanish?” “Do you play basketball?” “I think what she was trying to say was…”
It can happen to anyone, but people of color, members of the LGBTQ+ community, and women hear things like this often. A microaggression is a subtle behavior directed at a member of a marginalized group. It can be verbal or nonverbal, delivered consciously or not, and can pose a cumulative, damaging effect to the receiver.
Columbia University defines racial microaggressions as “brief and commonplace daily verbal, behavioral, or environmental indignities” that contain “hostile, derogatory, or negative” content or subtext. The result, according to a City University of New York study, can be “anxiety and depressive symptoms over and above the effects of non-race-specific stress.”
Minority racial and ethnic groups are often targets of microaggressions, but these offenses can be directed at any marginalized group in addition to people of color, including women, people with disabilities, individuals in the LGBTQ+ community, those with mental illness, single parents, and people in lower economic classes.
Many SEOs reported experiencing a cascade of microaggressions and similar offenses. A 46-year-old white woman in the U.K. with more than 15 years of experience in the field wrote, “I don’t feel I get taken at all seriously as a female SEO — to the extent that I stopped attending events years ago. It’s a total boys club, to the point of afterparties at strip clubs. As a woman, I’ve had male SEOs expect me to do all the legwork because my time is less important, and then they try and take credit for my work. When I called them out, I was met with bullying. It’s a disgusting situation to still be in after this long in the industry.”
The most common microaggression reported during the past year, by more than 4 in 5 SEOs (81.4%) in our poll, was being interrupted or spoken over. Second on the list, however, was an actively offensive action: Nearly 6 in 10 reported having an idea taken by someone else (57.5%).
Perhaps unsurprisingly, 44.1% of respondents reported being paid less than similarly qualified employees. A 2016 Pew Research center report supported the data on this enduring travesty with regard to race and gender. Additionally, Census Bureau data from as recently as 2018 showed that women of all races still earn 82 cents for every dollar earned by men.
Among the 48.4% of respondents who report being talked down to or treated as less capable than similarly qualified employees, several made poignant comments to back up their responses.
A 26-year-old biracial woman at a small Midwestern agency said, “I am constantly having to prove my case or strategies, even when the target audience I am marketing/optimizing for looks more like me than my colleagues. I am questioned constantly and asked to prove my work, despite being the only person at the company with the knowledge and skills to produce the work.”
And one technical SEO said, “I am a white, cisgendered woman, so I have a lot of privilege, but I still have clients who feel the need to verify my recommendations with their own ‘research’ (rudimentary Google search) or by checking my advice against the opinion of white men, many of whom have less experience than I do (‘My nephew learned about SEO in college, and he says …’).”
Other common verbal microaggressions reported by survey respondents include being addressed unprofessionally (41.3%), hearing crude or offensive jokes about race and ethnicity (36.1%), or about sexual orientation or gender identity (38.5%).
Drilling down: specific microaggression experiences by group
We asked SEOs in our survey about the types of microaggressions they’ve been exposed to in the field, and found that some types of microaggressions are more commonly experienced by certain groups. We sorted respondents into six groups based on gender, ethnicity, and LGBTQ+ orientation to see how different issues affected each demographic. In some cases, we found surprising results.
At least half of SEOs in each group registered the most common microaggression: being interrupted or spoken over. In all, 91.1% of straight, white, cisgender women and 90.7% of LGBTQ+ women report this happening to them, while a surprising 82.5% of straight, white, cisgender men share the experience. Men in the BIPOC group reported barely half as many incidences of this microaggression in their experience.
All three categories of women were most likely to report a pay gap and having their ideas stolen. Reports from straight, white, cisgender women (65.8%), LGBTQ+ women (60.5%), and BIPOC women (59.3%) were remarkably consistent, falling within just slightly more than six percentage points of one another.
Meanwhile, men in the BIPOC group were most likely to say they’d been passed over for a promotion (41.7%), followed closely by LGBTQ+ men (40%), and women (37.2%).
Bad-faith banter
Conversations on the job were fertile ground for verbal microaggressions of different types. What some might consider harmless banter may not be harmless at all. We explored jokes and other verbal interactions that SEOs reported as disrespectful and hurtful.
We defined four different categories and found that the most common complaint occurred among straight, white, and cisgender women, 68.4% of whom reported “being talked down to or treated as less capable than similarly qualified employees.”
The other two most common complaints involved hearing “offensive jokes about race or ethnicity.” A total of 58.3% of BIPOC men reported hearing such jokes, but interestingly, even more LGBTQ+ men (60%) said they’d been exposed to this kind of inappropriate humor. And 37% of BIPOC women endured the same treatment.
A disappointing wealth of examples of this egregious behavior was described in the comments.
A 32-year-old white SEO who identifies as gender nonconformist described the time a “past employer, during the interview process, told me he wanted to make it clear to his (service industry) customers he wasn’t going to send any Black people to their homes. This job was rampant with racism and misogyny. I took the job out of desperation and got out as soon as I could.”
Another SEO, a 37-year-old Black woman, wrote, “When starting out, I worked at a boutique agency where many people felt comfortable telling Black and Asian jokes to me. I was on time for a business trip meetup at 5 a.m. and one employee joked that he didn’t realize Black people could get up that early. I left as soon as I could get another job that wouldn’t ding my résumé.”
Slightly more than 53% of LGBTQ+ women and men responded that they’d heard offensive jokes about gender identity or sexual orientation, the highest in that category. Likewise, LGBTQ+ men (20%) and women (14%) were most likely to have been asked how they got hired.
Mixed messages at work
Next, we considered four categories in which employees are implicitly singled out because of their membership in a marginalized group.
On the one hand, we asked whether group members had been singled out to promote an appearance of diversity — through tokenism or by assigning them to resolve problems of bias. The dubious value that such a request (under the best of circumstances) might signify, though, is negated by their opposite and often accompanying tendencies: targeting certain people or groups with suspicion (by being monitored more closely) or with criticism for their being “too sensitive” to discriminatory language/behavior.
LGBTQ+ men were most likely to report instances of tokenism (26.7%) and being labeled “too sensitive” (33.3%) to discrimination. BIPOC women ranked next in those categories, with 22.2% and 29.6%, respectively. Similarly, one-third of BIPOC women (33.3%) reported being supervised more closely than similarly qualified employees.
The comments for this section were rife with examples, like the one from a 36-year-old Hispanic/Latino male who described “being asked to ‘woke-check’ social content to see if anything in it might trigger a backlash from the immigrant community.”
Unsurprisingly, straight, white, cisgender men and women ranked in the bottom half of those reporting in each of the four categories. But men and women in other categories reported varying results. Nearly three times as many LGBTQ+ men (26.7%) as women (9.3%) said they’d experienced tokenism. Meanwhile, BIPOC women were far more likely than men — 29.6% to 8.3% — to report being labeled “too sensitive” for calling out discriminatory behavior or language.
We specifically asked BIPOC respondents to our survey how often they’d experienced three common forms of microaggression, dividing participants into four groups:
Middle Eastern/North African
Black/African American
Hispanic/Latino
Asian/Asian-American
All four groups reported that the most common of the three microaggressions we asked about was being complimented for being articulate or “well-spoken” — indicating an implied and unfounded expectation that they wouldn’t be. Three-quarters (75%) of Middle Eastern/North African respondents and two-thirds (66.7%) of Black/African American survey participants said this had happened to them.
In addition, nearly half (47.6%) of Hispanic/Latino group members surveyed said they’d been asked where they’re “actually” from. This was at least 20 percentage points higher than for any of the other three groups. The results appear to reflect a bias against immigrants from Mexico and Central America, and a baseless distrust of their status as citizens or legal residents.
The third question explored what researchers have identified as a tendency to view members of other racial or ethnic groups as interchangeable: a bias that can lead to stereotyping and discrimination. In this instance, Black/African American participants were significantly more likely (44.4%) to indicate they’d been mistaken for someone else of their race or ethnicity.
How diverse are SEOs’ workplaces?
Representation of diverse populations is a huge issue in the microcosm of the SEO industry, as well as the macrocosm of business and society in general. We were interested in how SEOs viewed diversity in the rosters at their workplaces, both in the rank-and-file employee roster and in executive or leadership positions.
Survey respondents were nearly evenly split between working for an agency and working in-house at a company (45.9% and 42.2%, respectively), while the remainder split the difference between freelancing (5.3%) and consulting (6.6%) in the SEO field.
Overall diversity levels never exceeded 15.3% for organizations of any size, hitting that level for companies with 2-10 employees and again for businesses with 251-1,000 workers. Companies with 11-25 workers turned in a percentage of 12.1%.
Percentages were lowest at the largest corporations, with the worst showing (5%) at companies with 5,001-10,000 workers. Companies with more than 10,000 employees (6.5%) and with 1,001-5,000 workers (6.9%) did only slightly better. One-person companies were also relatively less likely to be diverse than other small or midsize businesses, at 7.5%.
To further plumb the depths of representation in various SEO employment situations, we asked survey respondents to estimate the level of diversity in their organizations, including at leadership levels. We asked the same question for racial and ethnic diversity and for gender and LGBTQ+ diversity.
BIPOC diversity
In exploring diversity levels for SEOs with regard to race and ethnicity, we found a fairly even split between those that were rated “somewhat” or “very diverse” (slightly more than 54%) and those that were “not very” or not at all diverse (roughly 46%). At the extremes, roughly 16% were very diverse, and just slightly less were not diverse at all.
But, as mentioned, leadership is less diverse: Fully half (50.4%) of companies said they had no diverse individuals in leadership roles, and just over 7% reported more than half of their leadership was diverse. In total, 82.5% of respondents said diverse individuals comprised less than 25% of their company’s leadership or less.
At major tech companies such as Facebook, Apple, and Microsoft, the bulk of racial and ethnic diversity in 2017 was represented by Asian employees, with Black and Hispanic employees making up just small slivers of the workforce.
Gender and LGBTQ+ diversity
When it comes to gender or sexual orientation, diversity results are slightly higher than those for race and ethnicity. More than 6 in 10 respondents (61.8%) answered that their companies were either very (20.9%) or somewhat (40.9%) diverse, compared with just 12% who said they were not diverse at all.
More specifically, however, the data seems to indicate less diversity.
For women, a 2018 report by the National Center for Women & Technology found that their share of the workforce at tech-related companies was 26%, far shy of the 57% for the U.S. workforce in general. Meanwhile, Black, Latina, and Native American women made up just 4% of computing jobs, even though they accounted for 16% of the overall population.
The numbers for LGBTQ+ leadership in our survey were even less encouraging: More than 4 in 10 survey participants (41.7%) said their leadership teams did not include any LGBTQ+ members, while a mere 4.4% said that more than a quarter of those team members were LGBTQ+ individuals.
An interesting finding: 37.4% of those who responded said they were not sure about the LGBTQ+ membership composition of their leadership teams. This would seem to indicate that many team members choose not to share their sexual orientation, suggesting a bigger-than-expected separation between private and professional life.
How important is diversity in SEOs’ workplaces?
In answer to the question, “Is diversity and inclusion a priority in your company,” the comments varied widely. Some respondents simply answered “No” — or if it was, they weren’t aware of it.
At the other end of the spectrum were comments along the lines of “We don’t need to try; our team is just naturally diverse and inclusive.” (As with other responses, the survey cannot address the accuracy of self-assessment.) Several other comments indicated that the company strived to hire the best person for the job, “regardless of any stereotype.”
Other responses were slightly more specific. Several said their companies had only started focusing on diversity in response to the Black Lives Matter movement after George Floyd’s death in police custody.
Others indicated that their companies have an established focus on gender equality, but had only recently begun to address BIPOC or LGBTQ+ issues. A 34-year-old gay white man at a large company wrote, “Diversity and inclusion is a priority for the gender pay gap, but doesn’t include or reference race or LGBT. There’s a women’s mentor program to help promote women to higher roles, and there’s a women’s network to raise visibility.”
When asked whether diversity was a priority at their company, nearly half (49.7%) of the SEOs indicated that it was — nearly three times as many as those who said it wasn’t (17.2%). One in five (20.34%) weren’t sure, and 12.8% checked “Other” and were asked to elaborate with specific responses. Roughly 19% of those questioned elected not to answer.
What steps do companies take to encourage diversity and inclusion?
The prevalence of “Yes” answers was encouraging. Many of these were followed up with detailed descriptions of initiatives and programs in place to promote diversity and inclusion at the respondents’ workplaces.
For example, a 29-year-old Black woman who described her company as “very diverse” detailed the organization’s initiatives like this: “We have a diversity and inclusion council with men and women of all different backgrounds from across the world. We have a North American task force; we publish our diversity data; we do outreach to educational institutions including HBCUs [historically black colleges and universities] to source talent; and we have anti-racism and inclusion training.”
Also, a 28-year-old woman who identifies as American Indian or Alaska Native in Austin, Texas, commented, “Our leadership has recently made great strides to take action to ensure diversity and inclusion is a topic our entire company is knowledgeable about. We are also taking actions to raise awareness about inequality in the tech industry in a landmark report about BIPOC in tech as well as finding ways to volunteer with a BIPOC kids coding organization.”
The number and breadth of diversity and inclusion initiatives our SEOs described were also encouraging. These ranged from interactive activities such as diversity training sessions and workshops to company communication efforts like informative newsletters and the publication of diversity data.
When it comes to personnel management, some businesses are further seeking to instill diversity and excise bias in their criteria for recruiting, hiring, and promoting. And, especially important in response to the on-the-job-learning aspects specific to the SEO field, participation in internships and mentoring programs is also a growing and well-supported option.
A 28-year-old Black nonbinary SEO described several initiatives at her large agency, saying, “They have a group focused on diversity, equity, and inclusion. They are updating their practices around recruiting and interviewing to remove any unconscious racial biases. And, providing mandatory anti-racist training for all employees.”
For more detailed information on the measures companies are enacting to improve diversity and inclusion within their organizations, continue to the section below.
What are some solutions?
Diversity and inclusion data can look discouraging overall, but anecdotal responses told us that a breadth of measures are being taken to address disparities in representation, discriminatory practices, and inherent bias in everyday operations. Here are several of the initiatives cited by survey takers to enhance diversity and inclusion in the SEO workplace.
1. Initiatives at the corporate level
Employee participation in and consultation with advisory panels and task forces was a commonly cited effort, in addition to compiling and distributing informative resources like newsletters and reading lists. Several respondents described opt-in cultural activities designed to facilitate diversity, such as setting up Slack channels around particular affinities or topics, establishing employee book clubs, and spotlighting diversity in holiday celebrations.
One SEO generalist in the U.K., a 37-year-old white woman, described several activities of her company’s diversity organization, among them “[organizing] events around different holidays so everyone feels included. We celebrate Eid and Diwali, for example, and everyone in the company is encouraged to share and request days organized around things that are important to them. It’s a great initiative and I’ve learned so much from people openly sharing and discussing.”
2. Employee resource groups
Affinity-based employee resource groups, or ERGs, were cited as extremely valued resources for SEOs. These groups foster safe and informed forums in which different groups can gather to discuss issues, devise requests, suggest solutions, and share information.
One SEO manager, a 58-year-old white trans woman with nearly 15 years in the business, commented, “I am a five-time elected board member of the LGBTQIA ERG diversity group, Pride. We have seven ERGs here at [my company].”
Depending on the workplace and its demographics and company culture, ERGs may center on shared issues of gender, age, race and ethnicity, LGBTQ+ orientation, disability, mental health, neurodiversity, religion, parenting, military or veteran status, international communities, women in leadership, and more.
Naturally, any group is most effective and receives greater respect and resources when it’s sponsored and promoted by leaders at the executive level — whether or not the leaders share the demographics of the group.
3. Personal education and growth
Each individual has a responsibility to self-educate on topics related to bias and discrimination, diversity, equity, and inclusion surrounding the struggle of groups historically targeted for exclusion and injustice.
4. Allies in leadership
The support and advocacy of leaders at the executive level is not only the only ingredient necessary for changing company cultures overall. The vocal and steadfast support of allies from other groups is essential — and, unfortunately, often still lacking.
One SEO consultant, a 49-year-old woman who is biracial Latina and white, put it quite succinctly: “I see a lot of women in the SEO industry speaking out about the lack of diversity and inclusion, but very few men in the industry. Whenever one of these conversations gets going on Twitter, most of the men in SEO whom I follow suddenly get very quiet. The industry is only going to change when men also start taking action and speaking out about how the industry treats everyone other than men. Silence is complicity.”
5. Speaking up: see something, say something
Many people witness incidents of bias but struggle with how to respond. Especially if a company has not formalized a set of procedures for addressing such conflicts, employees are left to figure it out on their own.
As we know, there is no standardized societal guidebook for how to deal with discriminatory situations, especially in the U.S., where attitudes can be polarized and discussions difficult to initiate or sustain. Consequently, people chose a variety of responses to these situations, as evidenced by these findings:
As part of our survey, we asked participants whether they’d witnessed discrimination or bias against someone in their workplace during the past year based on race, ethnicity, gender, or sexual orientation. In all, 43.2% replied that they had, so we asked these participants to go further by telling us what they did in response.
Of that group, more than 4 in 10 (42.9%) took no action because they didn’t feel comfortable getting involved. This was true even though the U.S. Equal Opportunity Commission has declared that workers “have a right to work free of discrimination” based on “race, color, religion, sex (including pregnancy), national origin, disability, age (age 40 or older) or genetic information.”
One reason may be fear of retaliation, which the EEOC found was the most common issue cited by federal employees in discrimination cases. The same is likely true in the private sector. Respondents may fear the outcome if their employer fails to act on their report, and/or the accused discovers the source of the complaint.
In light of this, it was encouraging to find in our survey that 41.2% of witnesses to workplace discrimination told their supervisor. (Another option, reporting the conduct to Human Resources, was not included as a choice among our survey answers).
The most common answer: 56.3% confided in a colleague. This might indicate that these respondents weren’t comfortable going to an in-house supervisor, but also that they felt distressed enough about the situation that they wanted to tell someone.
Among other responses, slightly more than one-third (33.6%) spoke out in the moment, while others addressed the situation later, either with the target of the discrimination (37.8%) or the perpetrator (21%). In the accompanying comments, several reported following up later with both the target and the perpetrator.
6. Mentoring someone from a different background
SEO is a peculiar field in that there isn’t a well-defined path into the industry. The majority of SEOs are self-taught or learn on the job, figuring things out as they go. Or they have a mentor. One in three SEOs surveyed (33.1%) said mentors were their most significant source of SEO knowledge early in their careers.
Our survey asked four questions that went to the question of diversity among mentors. The first two asked whether respondents had worked with a mentor 1) of their own gender and/or 2) of the same race/ethnicity as theirs.
The results were interesting. While only 41.9% reported working with a mentor of their own gender, more than two-thirds (69.5%) said they’d worked with one of the same race/ethnicity. This would seem to indicate more diverse interaction among genders than exists between people of different races and ethnicities.
The next two questions asked whether respondents had worked with a BIPOC mentor and a member of the LGBTQ+ community. In terms of diversity, the results of the first question were disappointing, while answers to the second were encouraging.
A total of 10.8% said they’d worked with a BIPOC member, but that was far short of the U.S. population for that category, according to the U.S. Census. Black Americans alone accounted for 13.4% of the U.S. population in 2019, according to Census Bureau estimates, with Hispanic/Latino individuals checking in at 18.5%.
By contrast, 10.4% of respondents in our survey said they’d worked with a mentor from the LGBTQ+ community. That’s nearly double the percentage of LGBTQ individuals in tech-heavy California during 2019, according to the UCLA School of Law Williams Institute, which placed the figure at 5.3%.
Methodology
These insights were the result of a month-long survey of 326 SEO professionals conducted by North Star Inbound from August 24 to September 28, 2020. We promoted the survey on Twitter, our own blog, and by email. We’re grateful to Moz and Search Engine Land for also sharing the link.
In terms of gender, the SEOs described themselves as follows:
203 identify as women
109 identify as men
1 is a trans woman
2 are trans men
11 are nonbinary, genderqueer, two-spirit, or gender nonconformist
3 preferred not to say
With regard to sexual orientation:
72.8% said they were heterosexual
11.5% said they were bisexual
4.1% said they were pansexual
3.9% said they were gay
3.3% said they were lesbian
1.1% said they were asexual
1.9% preferred not to say
The SEOs described their race or ethnicity as follows: (Participants were able to check more than one box)
233 White
30 Hispanic, Latino, or Spanish
25 Black or African American
13 Asian or Asian American
7 South Asian/Indian subcontinent
5 Middle Eastern/North African/Arabian peninsula
4 Native Hawaiian or other Pacific Islander
2 American Indian or Alaska Native
The SEOs who completed the survey came from the following countries:
218 from the U.S.
35 from the U.K.
11 from Canada
9 from Germany
8 from Taiwan
6 from Spain
2 each from Australia, Brazil, France, India, Israel, Japan, the Netherlands, Nigeria, Poland, Romania, and Switzerland
1 each from Argentina, Austria, China, Ireland, Italy, Lithuania, Malta, Mauritius, Peru, Portugal, and Turkey
The survey respondents’ average number of years in SEO was 6.9. The median number of years was 5. The average age was 34.5, and the median age was 32.
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