Roughly 90% of both BIPOC and white SEOs say bias is a problem in the industry.
The report, out this week from Nicole DeLeon’s North Star Inbound, indicates that many companies and agencies are addressing diversity, equity and inclusion within their cultures and with formal policies. Yet, nearly one-third of both BIPOC and white respondents said bias and discrimination are a moderately serious or extremely serious problem at their companies. Gender, racial, ethnic, sexual orientation are just some of the types of discrimination people can experience, according to a 2017 study.
The survey, fielded online from August 24 to September 28, was completed by 326 SEOs. Of those who indicated their gender, 203 identify as women, 109 identify as men, and 11 identify as nonbinary, genderqueer, two-spirit, or gender nonconformist. Respondents included 231 (71%) who described themselves as white; 32 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. The BIPOC totals add up to more than 95 because some people were counted in more than one category. One-quarter described themselves as LGBTQ+.
Watch: The SEO gender gap and how to close it
Workplace versus industry perceptions
In their own organizations. Within their own companies, 59% of BIPOC respondents said bias and discrimination is a problem, with 32% indicating it is a moderately or extremely serious problem. Among white respondents, 56% said bias and discrimination is a problem at their companies, with 28% saying it is a moderately or extremely serious problem within their organizations.
When asked whether diversity was a priority at their company, 50% of the SEOs indicated that it was — nearly three times as many as those who said it wasn’t (17%).
In the SEO industry. There was a striking increase in concern among both BIPOC and white respondents when asked about the SEO industry as a whole. Nearly 9 in 10 (89%) BIPOC SEOs said there is a problem, with 74% seeing bias and discrimination as a moderately or extremely serious problem in the industry. Among white respondents, 93% said bias and discrimination are a problem in the industry, with 67.5% saying it is a moderately or extremely serious problem.