SEO salaries in Europe – comparison for 2025 and forecast for 2030

Let’s start with the specifics right away. Before we move on to analyzing average salaries in specific countries and draw conclusions, it’s time for some numbers. The table below presents salary data for SEO specialists, based on SalaryExpert reports. The first column shows the industry average salary, the second column shows the average annual wage for a junior position, and the third column shows the average yearly salary for a senior position. SalaryExpert has also prepared an estimate of salary growth for the next 5 years, until 2030.

In 2025, Italy and Spain will have salaries in the SEO industry that are 30-70% higher than in Poland. It is worth comparing this with the average cost of living in a given country. In Milan, Rome, and Barcelona, the cost of living is 25-45% higher than in Warsaw or Krakow, which is reflected in higher salaries. Nevertheless, differences persist – Italians and Spaniards working in SEO, even accounting for differences in cost of living, still earn proportionally more than Polish specialists. 

But there are good news! We may be earning the least at the moment, but predictions about the growth dynamics of salaries in the SEO industry are the opposite:

• Italy – 13% growth by 2030
• Spain – 12% growth by 2030
• Poland – 50% growth by 2030

This suggests that the CEE market, and Poland in particular, is rapidly catching up with the West. By 2030, salaries for SEO specialists will be very similar to those in Spain. This is influenced, among other things, by the growing competence of Polish specialists in SEO and AISO. Many specialists from Poland also work for foreign companies, and this trend will likely continue, leading to higher salaries. The demand for AI tool positioning will also increase, enabling specialists in this area to earn higher wages.

A brief comment on the stabilization of SEO salaries in Western European markets. The lack of rapid growth (12-13% over 5 years means stabilization and adjustment to inflation) means that:

• These markets may already be saturated with demand for SEO specialists.
• Senior SEO Specialists are unlikely to see spectacular increases over the years.
• As in the industry as a whole, salary growth will require specialization in AI areas that most specialists do not yet possess.

If you see your future in the SEO industry and care about your development, including financial growth, we have a few tips for you!

Over the next few years, the SEO industry will be affected by the so-called AI Wage Gap phenomenon. This means that salary differences in SEO will depend less on country and more on skills, especially in AI. As we have already mentioned, the differences between Polish salaries and those in Spain, for example, will disappear, but only for those specialists who adapt their development to changes in the industry.

What skills should you develop in the near future as an SEO specialist?

• AI Search Optimization (AISO) – AI-generated responses already appear for many phrases on Google, and we also offer AI Mode and LLM tools that some users are replacing their search engines with. A specialist who wants to earn good money in the SEO industry must know the mechanisms of optimization with AI in mind.
• Entity-based SEO – optimization with entities in mind is primarily about teaching search engines about the context of content, which will also be important for AISO.
• Data analysis, especially server logs – the future of SEO is even more data-driven, so a specialist aspiring to become a senior should also be able to analyze various types of data well.
• Prompting and automation – the use of AI tools is a breakthrough for process automation and time-saving, so it is worth mastering the art of writing effective prompts.

As salaries in the Spanish and Italian markets are unlikely to grow rapidly, specialists there may look for work in better-paid markets remotely (e.g., the UK or the US). Polish employers, on the other hand, must prepare for a market restructuring – a +50% increase in average salaries means salaries will have to be adjusted to retain the best specialists – as in Spain and Italy, Polish experts specializing in AISO may look for better-paid jobs abroad.

According to SalaryExpert’s analysis, in 2030, SEO salaries in Poland and Spain will be almost equal:

• Spain – ~€42,717
• Poland – ~180,346 PLN (approx. €42,000)

This means that the entire CEE region will cease to be a “cheaper SEO base” for Western European markets, especially in the context of AISO.

Employers will choose SEO specialists not so much by their country of residence, but rather by their skill set and competencies, with those in AI particularly valued.

Although the disparity in SEO salaries between Poland and Western Europe is clearly visible now, this will change over time. According to predictions, in 5 years, SEO salaries in Poland will be similar to those in Europe, but this poses new challenges for employees. 

To benefit from these higher rates, it will be necessary to develop competencies, especially in the operation, understanding, and implementation of AISO strategies. Those who cannot keep up with industry changes are likely to remain stagnant in terms of remuneration.

Sources:

https://www.salaryexpert.com/salary/job/seo-specialist/italy

https://www.salaryexpert.com/salary/job/seo-specialist/spain

https://www.salaryexpert.com/salary/job/seo-specialist/poland