The role of a Head of SEO is more important than ever. Their primary responsibility is to set the strategic direction for a company’s digital marketing efforts, often collaborating with other departments, such as marketing and web development, to align SEO efforts with broader business goals. If you structure your team properly to fit your company’s needs, led by a strong head of SEO, you’ll be equipped to build your dream team as you mature.
In this playbook, we’ll walk you through the process of building your perfect SEO team. We’ll help you decide on the right roles, how to structure those roles, and most importantly, how to track your team’s progress as you go. Whether you’re expanding your current in-house team, branching out into an agency or a hybrid of an in-house team with some agency support, this playbook will help you put your dream SEO team into place.
Setting the Stage
Building a high-performing SEO team starts with a firm foundation of the foundational elements that will propel you toward success, with understanding the roles of essential SEO positions being fundamental to building a well-rounded and effective team.
Essential Roles for a High-Performing SEO Team
Defining the essential SEO positions is crucial for structuring a high-performing team. The team should consist of the following:
- Head of SEO: The head of SEO focuses on the strategic direction, manages the team, and represents the SEO team to other key stakeholders of the business. This person must be laser-focused on keeping an eye on industry trends and algorithm updates so that the strategy can constantly be nudged and adjusted as needed. The head of SEO plays a crucial role in driving organic traffic to a website and improving search engine rankings. In addition, the head of SEO conducts regular audits of a company’s website to identify technical issues and ensure compliance with best practices.
- SEO Strategist: Often people ask, ‘What is an SEO strategist?’ This individual focuses on developing and executing a strategy that helps a site rank for targeted queries and gain organic traffic. They also do deep investigations of the market and competitive set to understand current and future opportunities to create an effective SEO strategy that keeps their company ahead of the competition.
- SEO Manager: The SEO manager job responsibilities include managing day-to-day activities responsible for ensuring that projects are being built out as communicated by the team.
- Content Specialist: A content specialist creates the content that readers need and consume. They work with the SEO team to understand the audience and create content that meets their needs, often collaborating closely with the SEO strategist and head of SEO to ensure that all materials are SEO optimized and aligned with target keywords.
- Technical SEO Expert: The technical SEO expert works on building a site to be Google-friendly so it can be easily crawled and indexed to rank.
- Link Building Specialist: A link building specialist works to land the most reputable high-quality backlinks so you can build domain authority and continually climb even higher in the rankings.
- Data Analyst: A data analyst helps the team understand where they are, what to do next, and how to measure the impact of their strategy. They are relied on to continually track the right performance metrics to inform adjustments and demonstrate how strategy is impacting the firm’s bottom line. This data is then shared with the head of SEO who can monitor website performance metrics and identify areas for improvement to enhance overall search visibility.
Budget considerations
Building an efficient, high-quality SEO team is not just about great team alignment; it’s also about effectively managing your finances. The problem is that you might only have a limited amount of salary or contractor budget to incorporate professionals with the right skill sets and experiences into your organization. What’s important is for you to understand what you are willing to spend, based on your overarching business goals or financial expectations, and what your budget best allows you to achieve. This section of the guide will cover every important consideration you must factor in when it comes to your team’s finances, including what you can expect to pay for each role within your SEO team.
How do I balance salary expectations with building the best team?
Balancing salary expectations while building a dream SEO team can be challenging. Here’s a strategy to follow:
Define Roles:
- Head of SEO: Leads SEO strategy.
- SEO Strategist: Executes SEO plans.
- SEO Manager: Oversees operations.
- Content Specialist: Creates optimized content.
- Technical SEO Expert: Manages technical SEO aspects.
- Link Building Specialist: Acquires backlinks.
- Data Analyst: Provides data insights and performance metrics.
- Prioritize Needs: Focus on roles that align with your organization’s immediate and long-term SEO goals.
- Balance Experience: Mix senior and junior roles to maximize effectiveness and mentorship.
- Offer Competitive Packages: Provide attractive compensation, including benefits like remote work, flexible hours, and opportunities for professional development.
- Use Freelancers: Hire freelancers, consultants, or external agencies for specialized tasks or short-term projects.
When discussing how to balance salary expectations with building a strong team, researching and understanding current SEO salaries can provide valuable insights into competitive compensation packages.
In-house vs. agency vs. hybrid: Which model is right for your business goals?
Deciding between an in-house team, agency, or hybrid model depends on your business goals and resources:
- In-House: Have a great level of control and direct suitability to your company and its vision. Best suited to companies that have long-term SEO needs and can devote enough resources to manage internal diligence.
- Agency: Provide access to a breadth of SEO expertise and tools that only agencies invest in. Best suited to companies that want to augment existing efforts, cannot devote enough resources, or who are open to augmenting short-term or seasonal needs.
- Hybrid: Provide a best of both worlds option. Great for companies that want to maintain strategic oversight of their SEO efforts while leveraging an external resource for certain or peak demand tasks.
Finding the Right Talent
Securing the right talent is pivotal for building a successful SEO team. Beyond technical expertise, it’s important to look for candidates who possess the soft skills and qualities that will contribute to a collaborative and dynamic work environment. In addition, crafting a compelling job description is essential to attract top SEO candidates who can drive your company’s digital growth.
Beyond keywords: What skills and qualities should I prioritize in my SEO hires?
When hiring, look beyond technical skills. Here are some essential soft skills for SEO professionals:
- Analytical Thinking: The ability to interpret data and draw actionable insights. Analysis ensures SEO strategies use data and are continuously being tuned and refined based on key performance data and benchmarks.
- Adaptability: SEO is ever-changing, so you need a person who is constantly observing and adapting to take advantage of new trends and algorithms.
- Communication: The ability to clearly explain strategy to lots of different people. Your SEO needs to think both of how to work technically with other departments such as web developers but also how to tell the C-suite why SEO is important. They also need simplicity of language to explain the complex world of search to a mainstream audience.
- Problem-Solving: This is about creativity. Solving problems to create new opportunities or do something differently. SEO is a highly creative job. You need a person who can think laterally outside the box and solve complex problems.
Where do I find the top SEO talent?
Finding top SEO talent requires a strategic approach:
- Niche Job Boards: There are various job boards that focus specifically on digital marketing roles. SEO Jobs and MarketingHire are two examples of specialized job board sites.
- Networking: Attend industry conferences, webinars, and meetups to connect with potential candidates. These events provide valuable opportunities to build relationships with industry experts and stay updated on the latest trends and best practices in SEO.
- Social Media: LinkedIn is a powerful place to find people and build relationships. The site is simple to use, and its search tools mean you can find people with the exact requirements you are looking for.
How can I create a compelling job description that attracts the best candidates?
A compelling job description should highlight:
- Company Culture: What makes your company unique and great to work for. Describe its values, its work environment, and any perks or benefits to working with your company.
- Opportunities for Growth: Describe what the person could achieve after working with your company. Outline opportunities for career progression and development.
- Clear Responsibilities: List the tasks and projects the person will be responsible for and between whom the person will interact. Here, you should list the technical, practical and people skills needed.
The Interview Process
During the interview, you’ll ask revealing questions, assess the employee’s technical skills, and understand how they will optimize solutions and work within your company. You’ll get an insight into how he or she might hit the ground running in the SEO role, what they can offer your team, and how they might adapt as your company grows and evolves.
What are the most revealing interview questions to ask SEO candidates?
Asking technical SEO interview questions is essential to assess candidates’ proficiency in handling complex aspects of search engine optimization. To identify the best candidates, ask questions that go beyond the basics:
- How do you approach keyword research for a new client or project?
- Can you describe a time when your SEO strategy did not work and how you adjusted?
- What tools do you use for technical SEO audits and why?
How do I assess an SEO candidate’s technical proficiency?
Practical tests or assessments can help gauge a candidate’s technical skills. Consider tasks like:
- Conducting a live website audit: Assess their ability to identify and prioritize issues by observing how they navigate through a real-time evaluation of a website’s SEO performance. This practical exercise provides valuable insights into their analytical skills and attention to detail.
- Developing a mini SEO strategy: See how they approach strategy development for a hypothetical scenario, such as improving the search visibility of a new product or optimizing content for a specific target audience. This task allows candidates to showcase their strategic thinking, creativity, and ability to tailor solutions to unique challenges.
Red flags: What to look out for when interviewing SEO candidates?
Be cautious of candidates who:
- Lack of Transparency: Don’t explain what they did or why or how they attained SEO metrics. This may indicate a lack of confidence or a refusal to share past performance.
- Overpromise: Repeatedly over-deliver results without understanding the complexities of SEO.
- Resist Collaboration: Refuse to work with other departments/team members.
Onboarding and Growth
Developing a comprehensive SEO onboarding process ensures that new team members are equipped with the necessary skills and knowledge to contribute effectively to the team. After you choose the best candidates to supplement your SEO team, training them is of the utmost importance so they can avoid frustration and shortcuts down the line. You also need to know how to continue developing team members into areas where they can shine and implementing a system to track SEO team performance is vital for evaluating progress and making informed strategic adjustments.
How do I create a smooth onboarding process for new SEO team members?
Ensure new hires hit the ground running with a structured onboarding process:
- Welcome Package: Document what new hires need to feel welcomed into the organization. Onboarding resources, like standard operating procedures and employee handbooks, are helpful, too.
- Initial Training: Give your employees a training session on using company tools and understanding processes and expectations about how work gets completed and outcomes are delivered.
- Mentorship: Pairing new hires with experienced team members for mentorship provides invaluable guidance and support.
What are the best ways to foster ongoing development for my SEO team?
Invest in your team’s growth with these strategies:
- Continuous Learning: Encourage attending workshops, webinars, and industry conferences.
- SEO Training Resources: Provide access to courses on platforms like Moz Academy, SEMrush Academy, and Coursera.
- Regular Feedback: Schedule one-on-one meetings to discuss progress and areas for improvement.
Measuring success: How do I define and track the key metrics for my SEO team?
Define and track key metrics to measure your team’s performance through:
- Organic Traffic Growth: Monitor increases in organic search traffic.
- Keyword Rankings: Track the rankings of targeted keywords over time.
- Conversion Rates: Measure the impact of SEO on lead generation and sales.
- Backlink Quality: Assess the quality and quantity of acquired backlinks.
- Content Performance: Evaluate the engagement and reach of SEO-driven content.
Conclusion
Your SEO team structure is a strategic investment that can significantly impact your business’s online presence and success. By understanding the essential roles, prioritizing the right skills, and fostering ongoing development, you can build a high-performing team capable of driving exceptional results. As the Head of SEO, your leadership and vision will guide this team to new heights. Ready to take the next step? Contact us to learn how we can help you achieve your SEO goals.
