It is neither impossible nor the right approach to finding a single SEO person capable of doing everything needed to fully optimize a business for search.
And even if you find someone with all those skills, it’s better to have multiple people who specialize in different areas (if you have the budget).
You can form a team in-house or hire an agency—either option can work.
However, you’ll obviously have much more control over an in-house team.
In this post, I’ll go over all the ingredients of an effective SEO team so that you know whether you have all the areas covered.
Keep in mind, there’s no thumb rule for an SEO team. One person could cover one or several of these components.
Ideally, you’ll have at least a few people who can cover each area if needed in case of emergencies.
Finally, if you are planning to hire an agency, it’s worth knowing about their team to find out whether they have specialists who cover these areas.
The top guy – SEO manager/director (the motivator)
The head of the team manages everyone else. He is guy with in-depth knowledge on SEO.
The SEO manager or director is more concerned with the “big picture” strategy rather than the tactics each team member uses to accomplish their work.
The SEO manager’s job typically involves pitching and working with clients.
This involves working out payment agreements, keeping clients updated and happy, and creating proposals for new SEO projects.
While you can hire a sales rep to bring in new clients, most of them won’t have enough SEO knowledge to capture big clients.
The sales process should also naturally be an opportunity to determine the client’s strengths and needs and then to devise an effective SEO strategy.
In addition, it’s crucial that you deliver on the promises you make to win the sale, so whoever is pitching a project should also be involved in its execution.
A director needs to make sure that employees (that we’ll be talking about later on) know what their responsibilities are within a project.
And just like any other manager, the SEO manager must be able to motivate his or her employees.
Although I said that one person can often play multiple roles, being an SEO manager for even small-to-medium-sized businesses is a full job in itself.
He is should be a Content Marketer (If you do not know- Content Marketing is the new SEO)– For a fact- Link building days are Gone- It’s the reign of Content Creators.
Point # 2
Content Creators (the team of passionate writers)
It’s difficult to find a team of great writers but you have to because content is more important than ever when it comes to growing organic search traffic. At least two full-time good writers can facelift your brand and SEO.
In this case, I’m referring to writers as “content creators” since the vast majority of content is written. Of course, if your content creators can also create videos or infographics, that’s a bonus.
Link baiting becomes a cake walk if your writers know how to research, what to research and what write.
And while that seems like a big cost, you’ll save a lot on acquiring backlinks since getting links to great content is infinitely easier.
Finally, many content creators also have great copywriting skills. It’s common for content creators to also be involved in email marketing and conversion rate optimization (more on those later) in small SEO teams.
Point # 3
Designers ( the creative lad)
If you recognize the need for great content, you’ll need a designer to create custom images for just about all your content.
It’s unlikely you’ll find someone with both great design skills and strong writing skills, so you’ll need at least two different people for these two roles.
The manager must ensure that the content creators and designers are on the same track. Otherwise, you’ll end up with writing being done before the images are ready and vice-versa.
Since designing is such a specialized skill, it’s typically best to hire someone to work just on designing. If you don’t have enough demand for a designer to justify that, you can hire a freelancer to work with on an on-going basis.
Point # 4 Link Builders or PR guys
I’ve chosen to combine public relations (PR) outreach and link building here even though there are some distinctions between the two. But for the majority of modern SEO, they are the same.
The link builders should also be average writers as it the only content that yields a link to your site.
Both consist mostly of reaching out to other people in your industry and related industries, looking to develop relationships that will be mutually beneficial.
PR is a much broader term that encompasses modern link building. However, the relationships could be used for other opportunities beyond acquiring a simple link (like a joint venture).
Most SEOs who specialize in link building should also be expanding their skillsets to include more PR skills.
Putting this in terms of link building and PR: As your network grows, those relationships become much more valuable together than they are alone.
When you have more strong relationships, you can start to offer things like joint ventures. In addition, you may be able to help out one of your contacts by connecting them with another contact.
The reason why I tell you all this is that it’s best to hire one specific person (or a small team for a large organization) to do all your outreach.
If you hire a whole team, you can build a big network, but it will essentially be a bunch of small networks, which doesn’t leverage the exponential power of the network effect.
Instead, if one person (or a few) has a large network at their disposal, your link building options will be far greater.
Point # 5
The latest generation of SEOs focuses mostly on content, which is a good thing.
However, it’s not a good thing if the technical side of SEO is ignored.
The technical side forms the foundation of all the other parts of SEO, and without it, your team will struggle to produce results.
That’s why you need a technical SEO expert, often called an SEO analyst.
They’re the ones who understand site architecture and can quickly analyze a site to spot any gaping SEO flaws.
Among other things, they handle things such as:
- load time optimization
- keyword research and optimization in content (if needed)
- split testing
- internal linking optimization
- implementing rich snippets and “rel” tags
- Do-follow or No-follow
While SEO analysts often have a good range of programming/development skills, they may still work with developers.
For small WordPress sites, analysts can make most of the changes themselves. For a complex, large custom site, you’ll likely need a dedicated developer.
Point # 6
Modern SEO involves great user experience just as much as it involves great content.
In order to make that user experience great, you need a developer who can modify your website.
Again, this might be an area where you hire either a freelancer or a full-time developer. There are very few SEOs who also have top-notch developing skills.
Finally, a developer also gives you the ability to create different forms of content for your target audience, e.g., tools.
Point # 7
Email Marketers and Social Media Marketers
Social Signals are the power pump for modern SEO, however, in most of the companies today SMM is a separate wing but integrating both can yield quick and extraordinary results.
It’s hard to define the roles of an email marketer and a social media marketer. These roles will look very different depending on the SEO team you have. But organization having effective email or Social media campaigns can support SEO up to a large extent if done strategically mainly under the umbrella of Content marketing.
Both of them need to have some input into your content marketing strategy because that content will be promoted and used in other ways in emails and on social media.( Want to learn from top digital Marketing trainer or tutor in Bangalore, India< Click here.
In some cases, it’s possible to have the SEO director take on this role and then assign creating the actual emails and social media posts to copywriters/content creators.
This is another area where you’ll need regular reports to document your progress.
The Last Word
We’ve looked at 8 different key areas and responsibilities of an SEO team.
They could be covered by 9 people, 2 people, or 20 people—there’s no perfect team size.
The only important thing is to make sure that all these areas are covered. And by covered, I mean you need to have someone who specializes in them, i.e., an expert.
If you’re hiring an agency, you need to find out how they operate by either asking them directly or researching their team based on the information they provide on their webs.
Now lets lets Look what are the upcoming challenges for SEO in 2019 :
(watch the video below)
By the way, how many of these components do you cover yourself? Additionally, how big is your current SEO team (or agency’s team)? Please comment, I would love to hear your inputs.