SEO is a complex process that requires expertise in several different disciplines, from technical audits to keyword research and content optimization.
While it's possible to become an SEO master yourself, hiring a team of SEO professionals can help you reach your business goals more effectively and with better results.
But how do you hire an SEO team?
And how do you even find the best people?
In this article, we'll show how to build an in-house team of SEO professionals.
What you will learn
- What is an SEO team and why are they important
- How to build an SEO team
- What is the best way to evaluate SEO team members
What is an SEO team?
An SEO team is a group of multidisciplinary professionals who specialize in optimizing a website to improve its online visibility by using search engine optimization techniques. The team typically includes SEO strategists, content marketers, web developers, and link builders.
The goal of an SEO team is to improve a website's rankings for its target keywords in the search engine results.
This is achieved using a combination of keyword research, content creation, technical optimization, and link building.
Should you hire an SEO team?
The size of your company, your budget, and your content marketing goals will influence whether you should build an SEO team or not.
Investing in an SEO team may be beneficial if your company heavily depends on web traffic and visibility for sales and conversions.
A dedicated team can continuously work on improving your website's ranking, which can lead to more traffic and sales.
For larger businesses, having an in-house enterprise SEO team can provide more control and coordination.
The team can work closely with other departments, such as marketing, sales, and product development, to make sure that all SEO efforts are in line with the company's overall goals and strategies.
However, building an SEO team can be costly because it involves both salaries and the costs of ongoing training and tools.
If you are a small business, it is probably better to invest in an SEO consultant or marketing agency that specializes in SEO rather than building your own team.
What does an SEO team do?
An SEO team performs a variety of tasks to increase a website's visibility in search engine results, resulting in increased traffic, improved user engagement, and increased revenue.
Here are a few key tasks an SEO team performs well at:
Establishing an online presence
Your in-house SEO team can optimize your website for search engines, create engaging content that resonates with your audience, and promote your brand on various online platforms. All of that contributes to increasing your brand's awareness and credibility.
If you did it all yourself, it would take a long time or never get done.
Scaling SEO and content marketing strategies
Your SEO and content marketing efforts should grow along with your business.
A dedicated in house SEO team can help scale these activities effectively. They can produce more content, target more keywords, and build more links.
Competing in a saturated market
You can compete effectively with an SEO team because they provide a wide range of complementary skills and execution capabilities, from keyword research to content and link building strategies.
Diagnosing traffic issues
When website traffic drops, it can be disheartening. An in-house SEO team can assist you in getting your website back up and running.
They can also determine the causes, such as algorithmic changes or technical issues, and make the necessary changes.
How to build an SEO team
Establishing a dedicated team of SEO professionals who can combine their knowledge of your industry with SEO expertise can be a game-changer for your online presence. Here are 9 steps to building an all star SEO team.
1. Define your team's SEO goals
Setting goals for your team gives them a clear direction and purpose, making sure that everyone is working towards the same objectives.
When defining your SEO goals, it's important to align them with your overall business objectives.
For example, if your business goal is to increase online sales, your SEO goal might be to get more organic traffic to your product pages or make these pages more visible in search engine results.
Your SEO goals should also be SMART, or specific, measurable, achievable, relevant, and time-bound.
For example, instead of setting a vague goal like "increase organic traffic," a SMART goal would be "increase organic traffic by 20% over the next six months."
Here are some more examples of measurable SEO goals :
- Drive more traffic to your website. For example, drive 20% more traffic by the end of Q4 2023.
- Increase your leads from organic traffic. For example, acquire 50% of new leads from SEO driven content marketing .
- Increase keyword rankings. For example, achieve 100 new keywords that rank in the top 10 positions.
Setting clear SEO goals can also help your team prioritize their efforts. SEO covers a wide spectrum of tasks and identifying your most important objectives can help allocate resources there.
2. Identify important roles
Building a well-rounded internal SEO team involves identifying the essential roles that will make up the team.
These roles work together and bring a wide range of skills and knowledge to your in house SEO team structure.
Here are the most common roles in an SEO team:
SEO team leader
The SEO manager, often referred to as the SEO director or team leader, oversees the entire SEO team. Their job is also to connect the SEO teams with other departments and stakeholders.
SEO strategist
The SEO strategist is responsible for the overall SEO strategy and its implementation. They identify target keywords, build content plans and monitor trends in SEO and the industry. They also work closely with link builders and content writers.
Technical SEO specialist
This role focuses on the technical SEO side of a website that affects its search engine rankings. They often boost page speed, optimize the website for mobile friendliness, and improve other web vitals.
Content marketer
The content writer or editor may write article outlines and high quality content for the blog. They may have a team of writers or use AI text to create content that is optimized for search engine rankings.
Link builder
This position builds high-quality inbound links to increase the authority and visibility of your website. They identify potential link opportunities, reach out to relevant websites, and negotiate link placements.
SEO analyst
The team's analyst monitors and interprets website data from analytical tools like Google Analytics and Google Search Console to provide strategic insights. They create SEO reports and study data to guide future SEO campaign direction.
You may also consider adding the following secondary roles to your SEO agency or enterprise SEO team:
Web developer
This role optimizes your website in areas such as site speed, caching, and technical compliance. Technical SEO specialists often collaborate with them or take on some of their responsibilities on technical seo issues.
Graphic designer
Graphic or UX designers create visually engaging content, which can improve user experience and conversion rate optimization.
Social media manager
A social media manager can promote content on social media platforms, driving traffic and boosting online visibility to your website. As well as social media distribution, they may be responsible for paid advertisements on social media.
Although not a typical member of the SEO dream team, social media marketers can give you an edge, especially if your niche is suited to social platforms.
The combination of these roles ensures a multi-dimensional approach to your SEO efforts. You don't have to hire them all at once, but you should decide on an in-house team structure before you start.
3. Invite suitable candidates
The next step is to source potential candidates for your in house SEO team.
You can use multiple recruitment channels to attract a broad pool of talent. Here are some examples of recruitment platforms to post a job posting on:
Job boards
You should look for SEO specialist roles on your local boards and industry or SEO specific boards.
For example, these platforms are better suited for content and SEO related roles.
Alternatively, you can use marketplaces like Fiverr or Upwork if you are looking for an SEO freelancer on a part-time basis.
Online forums and groups
You can scout Facebook groups like Cult of Copy where you can simply announce that you are looking for an SEO professional.
LinkedIn's advanced search features can also help you filter prospects by companies, job titles, previous experience, education, and so on.
If you are okay with remote working and do not need an in-house SEO team, look for SEO professionals on platforms like WWR and Flexjobs.
Forums like the SEO Forum or Warrior Forum and communities like Reddit may have some leads as well.
Your existing network
Former colleagues and associates in SEO agencies may be suitable candidates as pre-vetted additions to your team.
Scan your LinkedIn contacts and look for people with SEO experience in their profiles.
Don't be afraid to reach out and ask if they are available for freelance or contract work, as many don't advertise this service prominently.
Along with your job description, make sure to mention important information like remuneration and other employee benefits in your job posting.
4. Assess skills and relevant experience
You can figure out if a candidate will be able to get results for your company by taking a close look at what they know and what they've done in the past.
As an SEO manager, here are some ways that you can evaluate candidates for your SEO team:
Review resumes and portfolios
Look through a candidate's portfolio and previous experience.
This may include previous job roles, projects, or even personal blogs or websites they've worked on. A strong portfolio can provide concrete evidence of a candidate's SEO skills and experience.
Conduct a test
Consider giving candidates a practical task, such as creating a topical map for your website or writing an SEO-optimized blog post.
Evaluate their conceptual understanding of search engines and their ability to strategize effectively under different circumstances. This can give you a better idea of how their skills work in practice.
Consider training and certifications
Certifications from reputable organizations or platforms can provide some assurance of a candidate's SEO knowledge, though they may not be necessary if the candidate is able to demonstrate enough real world experience.
Verify references
Speak with previous employers or clients to get a sense of the candidate's effectiveness in previous SEO roles.
5. Ask probing questions.
Interviews can give you an insight into a candidate's communication skills, problem-solving abilities, and cultural fit, while practical tests allow you to measure their technical expertise.
During the interview process, ask questions that allow candidates to show their SEO knowledge and experience.
Ask them to walk you through their research methods and approach to different scenarios.
Here are a few examples of questions to ask in a SEO interview:
- Can you describe your experience with on-page and off-page SEO strategies?
- How do you approach keyword research? What tools do you typically use?
- How have you handled a significant algorithm update in the past?
- What strategies do you employ for building high-quality backlinks?
- Can you discuss a time when you used SEO data to inform a strategy that resulted in significant improvement?
- How do you measure SEO success? What metrics do you focus on?
- Have you ever had to convince a client or colleague about the importance of SEO? How did you handle that?
- Can you provide an example of a time when an SEO tactic didn't work as expected? How did you adjust your strategy?
6. Onboard new team members
A well-structured onboarding process can help new hires understand their roles, responsibilities, and the overall goals of the team.
It can also help them get used to the company's culture and processes.
Introduce new members to your own SEO team and the organization.
As an SEO manager, it's important to provide new team members with a clear understanding of their role and responsibilities.
This should include a detailed job description, KPIs, and an explanation of how their role supports the team's SEO goals.
It's also helpful to give them a roadmap of their first few weeks or months on the job, including any required training.
Training is a crucial part of the onboarding process.
For an SEO team, this could mean training on the SEO tools and platforms your team uses, as well as any internal processes related to SEO work.
Depending on what they've done before, new hires may also need training on certain SEO strategies and techniques.
Regular check-ins during the first few weeks and months can also be beneficial.
These can give new hires a chance to ask questions, give feedback, and talk about any problems they're having. It's also a good time to give them useful feedback and help them improve.
A comprehensive onboarding process not only fast-tracks a new member's integration but also minimizes the need for repeated explanations. Your team members will be better equipped to contribute to your SEO efforts if you invest time and resources in onboarding.
7. Encourage continuous learning
Given the dynamic nature of SEO, where algorithms, techniques, and best practices are constantly evolving, it is essential to encourage continuous learning in your SEO teams.
Here are some ways you can facilitate ongoing education for your SEO department:
- Encourage people on your team to share ideas, articles, or interesting case studies they find. This could be done through regular team meetings, an internal newsletter, or a dedicated Slack channel.
- Organize regular training sessions or workshops led by team members who have expertise in a particular area of SEO, or by external experts.
- Provide access to educational resources. This could include things like subscriptions to SEO-related magazines, online courses, webinars, or trade shows.
- Consider setting up a shared resource library where team members can add articles, guides, and tutorials related to SEO.
- Encourage team members to get certifications in SEO or related fields so that their skills and knowledge can be verified and acknowledged.
By encouraging a culture of continuous learning, you can make sure that your team stays up-to-date on the latest changes and stays ahead of the competition.
8. Promote clear communication
Effective communication will ensure that everyone is on the same page and help prevent misunderstandings that can lead to mistakes or delays.
Mark clear roles and responsibilities within the team. When everyone on a team knows exactly what their job is and what is expected of them, it becomes easier for people to work well together.
Here are a few ways to promote clear communication within your team:
Run frequent SEO team meetings: Conduct weekly or monthly meetings to discuss SEO strategies, progress, and issues so all parties are aligned.
Organize knowledge sharing sessions: Host regular workshops or seminars where team members can share their insights on the latest SEO trends and techniques.
Implement an open-door policy: Maintain an open-door policy with SEO managers, making everybody approachable for discussions or concerns.
Set up dedicated communication channels: Create a couple of dedicated channels for SEO-related discussions, news and brainstorming. If you run client accounts, each project might have its own channel too.
Use feedback loops: Develop a feedback system so team members can openly share their opinions on SEO tactics and strategies.
Report frequently: Establish a habit of regularly reporting on SEO performance. It promotes collaborative problem-solving by informing everyone about improvement areas and wins.
9. Monitor performance frequently
Regular monitoring lets the team know how well their strategies are working, find places where they can be improved, and make decisions based on the data.
If you run an SEO agency, frequent updates are even more crucial.
It also helps to ensure that the team's efforts are aligned with the overall business goals.
Ensure that your key performance indicators (KPIs) are in alignment with the team's SEO goals.
Use tools like Google Analytics and Google Search Console to learn more about how your website is doing and how users are interacting with it.
Look for patterns or changes that could show how well your SEO strategies are working when you do your reviews. For example, an increase in organic traffic may indicate that your keyword optimization efforts are paying off, while a high bounce rate may indicate that users don't find your content relevant or useful.
Frequent SEO audits can help you identify any issues that could be impacting your SEO performance.
Share the results of your performance to keep everyone on the same page and focused on the goals. This also gives team members a chance to suggest ways to make things better.
If a particular approach does not produce the desired results, be willing to change it. You need to be flexible because search algorithms and user behaviors are always changing.
Key takeaways
- Building an in house SEO team takes time, resources, and patience. You need to invest your time in recruitment and onboarding for the best results.
- Make sure that everyone in your internal teams is informed about their role, responsibilities, and goals to achieve.
- Verifying in depth technical knowledge for each SEO hire can save a lot of time in the long run and help you avoid recruitment hiccups.
Conclusion
SEO is a significant investment that can yield significant long-term benefits, but it also requires significant resources. Building the right team of SEO experts can help you skyrocket your organic traffic and improve brand awareness.
When you're building your team, t's important to find candidates who are dedicated to learning and staying current because SEO is always evolving.
