How to Build an SEO Team: Roles, Structure & Process
A successful SEO team is not just about filling the vacancies with a few experts. You should assemble the right people in the right place to drive sustainability and long-term growth. Whether you’re a startup, an agency, or an enterprise, structuring your SEO team is important to achieving organic success on search engine results pages (SERPs).
In this article, you’ll learn how to build a value-driven SEO team. We’ll cover every aspect you need to know about creating an SEO team. Also, we will cover the processes of managing a high-performing SEO unit.
How to Build an SEO Team: Step-by-Step Guide
An SEO team is one of the core departments in a company’s digital and creative marketing aspect. Let’s learn how to build a sustainable one step by step:
1. Find Out Why You Need an SEO Team
The SEO team is a cornerstone in ensuring a successful digital footprint for your business. An SEO team is not only responsible for ranking higher on search engine results pages (SERPs), but it is also responsible for optimizing websites to enhance their visibility and performance. They also produce lasting results and encourage cooperation within the company. You need an SEO team for:
Better strategy alignment
An SEO team combines all your content, technical, and marketing plans into one unit. As a result, launching a new product or writing a blog can help you grow organically. The team will take care of strategic approaches to ensure a better outcome.
Long-term performance
SEO is not a one-day task. It’s an ongoing process. A dedicated team enables you to build a sustainable plan, execute effectively, and monitor its performance over time. They also adapt to changes in search algorithms or market behavior over time.
Faster execution
When you have the right roles in place, you can execute your plan efficiently. Your team will handle complex tasks such as keyword research, content management, and technical issues effectively.
Improved communication
With clear roles and responsibilities, internal communication becomes more efficient and effective. Everyone knows their tasks, timelines, and how their work fits into the bigger picture.
2. Learn About SEO Team Structure Overview
What type of SEO team do you need for your business? It depends on your business goals and available resources. Choose one of the following models:
Offshore SEO Team
An offshore team allows you to outsource SEO tasks to professionals in different countries. You can often enjoy getting things done at a lower cost. It’s ideal for companies looking to scale SEO without investing in full-time, in-house staff. However, when working with an offshore SEO team, you must also consider time zones, communication gaps, and quality control aspects.
In-House SEO Team
With an in-house team, you have complete control and collaboration across departments. The in-house team is beneficial for large corporations as they can support high-value web management and attract more organic traffic. Therefore, corporations seeking a smooth integration between SEO and other business functions may consider establishing an in-house SEO team.
Agency
Collaborating with SEO agencies helps you to capture a wide range of expertise without requiring you to manage each role directly. Agencies are great for businesses that need results fast, but may lack flexibility or deep integration with your brand’s internal processes. For companies that don’t want to incur the cost of managing an in-house SEO team, hiring an SEO agency is an effective solution.
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Offshore vs In-House vs Agency
Feature
Offshore Team
In-House Team
Agency
Cost
Low
Medium to High
Medium to High
Control
Limited
Full
Partial
Expertise
Varies
Can be built over time
High
Integration with Business
Low
High
Medium
Communication
Time Zone Dependent
Real-time
Scheduled/report-based
Scalability
High
Moderate
High
Recommended Team Size for Different Business Stages
As your business grows, your SEO team should evolve too. Here’s a general guide to help you plan the right team size:
Startup: 1–3 members
At the starting stage, focus on generalists who can handle multiple areas. Hire experts who are good at on-page SEO, technical SEO, and analytics.
Growth Stage: 4–6 members
You should assign different roles to each team member to expedite the process. Define roles such as SEO strategist, content writer, and outreach specialist to ensure better execution.
Enterprise: 7+ members
Create specialized roles and possibly segment teams by function. This will help you achieve quality assurance at every stage of SEO, including technical, content, and link building.
Offshore vs In-House vs Agency
Structure
Description
Best for
Flat
All team members report to one SEO lead. Promotes agility and speed.
Medium to High
Tiered
Clear hierarchy with managers, leads, and specialists. Enables scaling.
Mid-sized to large organizations
3. Know Your SEO Team Roles and Responsibilities
You should look for specialists who can collaborate as a strong SEO team. Every person in your team is essential to increase visibility, drive traffic, and convert them into customers. Here is the list of specialists you should hire:
SEO Manager / Team Lead
The SEO Manager or Team Lead is the ringmaster of the team. They oversee every moving part from setting high-level SEO goals to aligning daily operations. They work to pursue the successive growth of the overall business strategy.
The SEO Manager or Team Lead is the ringmaster of the team. They oversee every moving part from setting high-level SEO goals to aligning daily operations. They work to pursue the successive growth of the overall business strategy.
Key Responsibilities:
- Developing and owning the SEO strategy
- Prioritizing projects based on impact and resources
- Managing internal workflows and cross-functional collaboration
- Creating performance reports for stakeholders and leadership
- Overseeing budgeting and vendor management (e.g., tools, freelancers)
This person is also the primary liaison between the SEO team and other business departments. The team lead must possess strong project management and communication skills.
Sr. SEO Specialist
Typically, a Senior SEO Specialist supports the SEO Manager and leads key or complex SEO projects. Although they are not managers of groups, they train younger colleagues and ensure that the work meets quality standards.
Key Responsibilities:
- Carrying out both advanced keyword research and analysis of rivals
- Management of large-scale website upgrades
- Making SEO playbooks and rules for all staff
- Keeping up with updates in algorithms and figuring out solutions
- Solve website speed problems
Technical SEO Specialist
The primary responsibility of a technical SEO specialist is to optimize a website for search engines to discover and index it. They perform coding and various technical tasks to enhance their visibility in Google search results. Search engine rankings for your website depend on meta tags.
Key Responsibilities:
- Performing complete site audits (crawlability, indexation, broken links, etc.)
- Improving site speed and Core Web Vitals
- Managing robots.txt, sitemaps, and canonical tags
- Implementing and optimizing schema markup (structured data)
- Collaborating with developers to fix complex technical issues
On-Page SEO Specialist
The On-page SEO specialist ensures that contents are optimized for search results. They are responsible for creating content that complies with user intent. Also, an on-page specialist focuses on optimizing every element on a page. They collaborate with a technical SEO specialist to develop an optimized web solution.
Key Responsibilities:
- Optimizing title tags, meta descriptions, header tags, and image alt text
- Ensuring keyword placement is natural and effective
- Improving internal linking structures
- Making on-page recommendations for existing or new content
- Collaborating with content writers to improve readability and engagement
Content Strategist / SEO Copywriter
Content is king, and the Content Strategist or SEO Copywriter ensures it’s working to your advantage. They bring new ideas and write to rank on search engines, while also pleasing readers with practical solutions. A SEO copywriter ensures that your site is a reliable source of information that people love to engage with.
Key Responsibilities:
- Creating content calendars based on keyword and topic cluster research
- Writing and proofing blogs, landing pages, and product descriptions
- Conducting SERP analysis to create content formats and tone
- Collaborating with designers for multimedia content (e.g., infographics, videos)
- Auditing and updating old content to maintain relevance and rankings
Link Building & Outreach Specialist
Backliners are the most important contributors to an SEO team. They are responsible for managing quality outbound links to build the website’s credibility. They collect, sort, and link quality backlinks that are relevant to the website’s nature.
Key Responsibilities:
- Research and qualify backlink opportunities
- Communicate with publishers, bloggers, and influencers.
- Generate quality leads through campaigns and guest posting
- Monitor the website profile to avoid spam links
- Track link performance and efficiency
Data Analyst / SEO Analyst
In modern days, data is the key to decision-making. A data analyst is responsible for collecting, analyzing, and interpreting data to derive meaningful insights. This person primarily works with both CRO and SEO specialists to develop strategies.
Key Responsibilities:
- Setting up and maintaining tools like GA4, Google Search Console, and Looker Studio
- Creating dashboards and custom reports for different stakeholders
- Analyzing organic traffic trends, bounce rates, and conversion metrics
- Identifying drop-off points and underperforming pages
- Supporting A/B testing and SEO experiment tracking
Local SEO Specialist (optional)
This type of SEO specialist is vital for franchises or providers working in local regions. They help your business be found when people search for companies nearby. They refine their content to align with what matters most in a specific country.
Key Responsibilities:
- Managing and optimizing Google Business Profiles
- Building local citations and ensuring NAP (Name, Address, Phone) consistency
- Creating and optimizing location-specific landing pages
- Monitoring local reviews and reputation
- Running localized content and link-building campaigns
Optional but Valuable Roles
As your team matures, you will also need to fill some relevant roles within the SEO team. Consider bringing in the following specialists to fasten your SEO operations:
Web Developer
The web developer should implement sophisticated SEO methods, which include dynamic delivery, personalized coding, and AMP, on the site. As you work with an assigned developer, any issues or changes can be handled much quicker.
UI/UX Designer
A UI/UX designer ensures that your optimized pages are both user-friendly and visually appealing. They help improve readability, navigation, and user engagement factors that indirectly boost SEO.
CRO Specialist
A Conversion Rate Optimization (CRO) expert works to turn your organic traffic into leads or sales. They run tests and optimize key pages to increase user actions without changing traffic volume.
4. Skills to Look For When Hiring
SEO team building shouldn’t stop at just assigning job titles. You should ensure that the people you have are skilled enough to perform, adjust, and cooperate. You should look for these key skills in any employee, whether they are specialists or not:
Core SEO knowledge
Your candidates should have a solid understanding of how search engines work. This includes crawling, indexing, ranking factors, and algorithm updates. They must be familiar with concepts like keyword research, on-page SEO, technical SEO, and link building.
SEO tools proficiency
The right tools empower better decisions. Look for experience with tools like Ahrefs, SEMrush, Screaming Frog, Moz, Surfer SEO, Google Search Console, and GA4. Proficiency in these tools enables team members to work more efficiently and accurately track progress.
Data interpretation and analytics
Great SEOs don’t only collect data, they know how to analyze it. Team members should be comfortable working with metrics such as traffic, bounce rate, conversion rate, keyword positions, and crawl stats. They should also know how to generate actionable insights from this data.
Communication and collaboration
SEO doesn’t operate in a vacuum. Your hires should be able to articulate their ideas clearly and present reports effectively. They should also collaborate closely with other departments, e.g., content, development, and marketing. Strong communication builds alignment and drives smoother execution.
Project management
Managing SEO by auditing, planning new campaigns, updating content, and organizing tasks is very important. Find project managers who can effectively manage deadlines, prioritize tasks, and review project progress, with a demonstrated use of tools such as Trello, Asana, or Notion.
5. Budget Allocation for Your Team
A well-planned SEO budget is essential to building and maintaining a high-performing team. Your budget should reflect your business goals, operations, and the competitive landscape.
Define SEO budget based on goals.
Clearly define what you want to achieve. It could be brand visibility, lead generation, higher traffic, or better conversions. Your goals will guide how much to invest in strategy, content, technical fixes, and outreach efforts. If organic growth is a priority, SEO deserves a serious slice of your marketing budget.
Consider salaries, tools, and training.
SEO involves much more than just the work itself. Along with salaries, consider the cost of essential tools, including Ahrefs, SEMrush, Screaming Frog, Surfer SEO, and Google Analytics. Remember to create a budget for providing ongoing learning, support, and opportunities for employees to achieve meaningful certifications. It targets and mitigates issues related to employees’ missing skills.
Here’s a general breakdown:
- Salaries: The most considerable cost. It varies by role and location.
- Tools: $200–$1,000+ per month, depending on the stack.
- Training & Development: $500–$2,000+ annually per team member.
- Outsourcing (if any): Variable, based on deliverables and agreements.
Estimate monthly or yearly costs based on team size and location.
Team costs will vary depending on location and the level of experience. For example, hiring in North America or Western Europe generally requires a higher salary range than in Southeast Asia or Eastern Europe. Budgeting isn’t about spending more. It’s about spending smart. Invest in people, tools, and processes that deliver long-term value.
Here’s an estimate for a small in-house team (monthly):
- Startup (2–3 members): $6,000–$15,000/month
- Growth stage (4–6 members): $15,000–$35,000/month
- Enterprise (7+ members): $35,000–$80,000+/month
6. Where to Find and Hire SEO Talent?
Hiring the correct SEO professionals starts with knowing where to look. Whether you’re building an offshore SEO team or hiring in-house, sourcing top talent requires a targeted approach.
For Offshore SEO Team: Virtual SEOs
If you are looking for a budget-friendly way to build an offshore SEO team, Virtual SEOs can help you. You can hire SEO specialists in diverse fields with just a few easy steps. Virtual SEOs has qualified experts to support you as needed. No prior training or consultation required. It’s a plug-and-play opportunity for you to build an effective remote SEO team.
For In-House SEO Team
For long-term, in-house hires, focus on platforms that cater to professionals:
- LinkedIn: Utilize keyword-rich job postings and targeted outreach to attract Stop EO talent.
- Indeed, Glassdoor and Monster: Post detailed listings with role-specific requirements.
- AngelList: Perfect for startups hiring digital talent.
- Local professional groups or SEO meetups: Great for networking and referrals.
Additionally, don’t underestimate the value of internal referrals. Ask your current marketing team or employees to recommend candidates from their networks. This will help you reduce your hiring costs and easily access valuable professionals.
7. Set Your SEO Team Workflow and Tools
Your SEO team will perform better and stay on the same page if you use the right workflow tools. When a system is well-established, it helps guide strategy, execution, and analysis.
Workflow
A workflow cycle is crucial for keeping your SEO team proactive as they perform their tasks. A Solid workflow follows a logical process, including a strategy, execution, and analysis of performance. First, you should define the ultimate goal by conducting research and developing a roadmap to achieve it. Then, implement the strategy step-by-step, such as conducting keyword research, writing content, addressing on-page issues, publishing, building links, and optimizing technical elements. Lastly, track the performance of your publications and review key performance indicators (KPIs) to make adjustments accordingly.
Project Management
The project management tools are essential for the smooth execution of every project. You can use these to organize tasks, track deadlines, and measure team performance.
- Asana – Great for detailed task planning and cross-functional collaboration.
- Trello – Simple and visual board-style task management.
- ClickUp or Monday.com – Ideal for complex SEO workflows with multiple contributors.
SEO Tools
The right SEO tools amplify your team’s effectiveness. Here are the essentials:
- Ahrefs / SEMrush – For keyword research, site audits, backlink tracking, and competitive analysis.
- Screaming Frog – To run in-depth technical audits and crawl websites at scale.
- Surfer SEO / Clearscope – For content optimization based on top-performing pages.
- Google Search Console – To monitor indexing, performance, and site issues.
Analytics
Data keeps your SEO strategy grounded in reality. These tools provide insight into what’s working and what’s not:
- Google Analytics 4 (GA4) – Tracks user behavior, conversions, and site engagement.
- Looker Studio – Builds custom dashboards for visual reporting.
- Google Tag Manager – Helps manage tracking codes without developer support.
Communication
Fast and clear communication enables teams to move quickly and stay aligned, particularly in remote or hybrid work environments.
- Slack – For real-time messaging, team channels, and quick check-ins.
- Loom – For screen recordings, async updates, and walkthroughs.
8. Training and Scaling Your SEO Team
Building your SEO team is just the beginning. Investing in continuous training and intelligent scaling drives the long-term success of your team.
Create an onboarding process
Start every new hire with a clear onboarding plan. Introduce them to your company culture, SEO goals, tools, and workflows. Provide documentation and assign mentors to help them ramp up quickly. A structured onboarding process reduces confusion and accelerates productivity.
Share learning resources
SEO is constantly evolving. Promoting ongoing education keeps your team sharp and ready to adapt to algorithm changes or new tactics. Encourage your team to stay updated by sharing trusted learning materials, including:
- Moz’s SEO guides and blog
- HubSpot Academy’s SEO courses
- Industry webinars and conferences (e.g., Search Engine Journal webinars, SMX)
Set OKRs and KPIs for growth and performance.
Decide on specific Objectives and Key Results (OKRs) that sharpen team actions towards the business aims. Transform these points into easily tracked KPIs, such as increases in organic traffic, keyword ranking patterns, conversion rates, and gaining backlinks.
How to Track Your SEO Team’s Performance
Measure your SEO team’s success with clear, actionable KPIs. Track metrics like
- Organic traffic growth
- Keyword rankings
- Leads and conversions
- Backlink quality
- Site performance and technical health
Common Mistakes to Avoid
It is challenging to form an SEO team that effectively drives results. You may face some challenges while developing an SEO team from scratch. This could lead you to a waste of resources. Here are some common mistakes to avoid while hiring:
Hiring too quickly or too slowly
Avoid moving too quickly when hiring, or you may end up with people who don’t fit. This will result in the expense of frequent resignations. If you wait too long to build your team, your SEO progress can slow down, and you may miss out on growth potential. Be sure to measure each need and time your recruitment to maintain a balanced approach.
Overlapping roles or unclear responsibilities
If no one has a clear task, confusion can arise, and some work may never be completed. As a result, it becomes unclear, inefficient, and frustrating. Ensure that each team member is aware of their tasks and responsibilities.
Ignoring technical SEO or link building
Concentrating solely on content may not yield the best search engine results for your website. Success in SEO depends on both your site being healthy and your backlinks being of high quality.
Operating without a strategy or KPIs
With a clear strategy and measurable KPIs, your activities are directed. Without proper planning, you can not work effectively. So, you should determine your desired results and assess the team’s progress toward that outcome. If it seems lacking in something, you should adjust your methods accordingly.
Final Words
You need an exceptional team of SEO experts to ensure your online growth strategy succeeds. Whether you’re starting your team, adding new members, or enhancing what you already have, acquiring the right people and equipment is essential. Take responsibility for hiring, continual education, organization, and attention so the SEO team’s abilities can grow and improve.
SEO Content Strategist
Frequently Asked Questions
Q: How big should an SEO team be?
The size depends on your business stage and goals. Startups often begin with 1–3 members, growth-stage companies scale to 4–6, and enterprises typically have seven or more specialists covering all key SEO areas.
Q: What’s the first hire for an SEO team?
The first hire should be an experienced SEO Manager or Specialist. He is someone who can establish the foundation, set the strategy, and manage a wide range of tasks.
Q: Can one person handle all SEO tasks?
Yes, but only in tiny businesses or early-stage startups. A solo SEO expert can manage basic on-page, content optimization, and technical work. However, it is challenging to manage a growing website effectively on one’s own.
Q: What is the typical cost of an SEO team?
Generally, costs vary depending on the location and team size. For a small team, the monthly price will range between $6,000 and $15,000. Developing a full-fledged SEO team could cost more than $35,000 per month, including salaries, tools, and training.
Q: How can Virtual SEOs help build an SEO Team?
Virtual SEOs is a platform that contains SEO experts on diverse fields. You can quickly assemble a skilled, cost-effective team without the hassle of traditional hiring. It will save your resources and maintain a high-quality pool of professionals to choose from.