Essential Roles and Skills Needed in Your SEO Team

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Being visible online is crucially essential for almost every type of business, so having a well-rounded SEO team is one of the most important ways of achieving digital success — whether you employ an in-house team or you're an agency offering these services to clients.

Either way, any successful SEO team combines many different skills and specialties, from those focusing on the technical aspects like schemas and site speeds to the more creative types such as copywriters. Each of these individuals plays a crucial role in SEO success.

But which roles and skills are the most valuable in an SEO department? Here's all you need to know.

Which roles are valuable in an SEO team?

The thing about SEO is that seeing success requires a holistic approach rather than focusing on one specific thing. This means having experts with a diverse range of skills across areas such as technical SEO, content, web development, and marketing is often the best way to future-proof your SEO strategy.

So, having an entire team of link builders but no one on hand to write optimized content is not a smart move. However, you don't need to hire every role at a time, especially if you're a small business; instead, gradually build out your team as your business grows and your strategy evolves to encompass more advanced tactics and techniques.

It's also important to note that many SEO agencies and in-house teams operate remotely — or at least in a hybrid setup — since most SEO tasks can be performed with a distributed workforce. It's not unheard of for SEO managers to even consider hiring internationally, tapping into diverse skill sets and asynchronous working practices.

In any case, the most valuable roles and skills to invest in as part of an SEO team include:

SEO Strategist

An SEO strategist is responsible for creating and executing an overall SEO blueprint. They are an experienced member of the team and may also have a team lead or managerial position. They meticulously plan, implement, and refine strategies to improve a website's visibility in search engine results pages. They utilize their in-depth knowledge of the ever-evolving landscape of search engine algorithms and user behavior.

Typically, the SEO strategy begins with their expertise before they liaise with other departments to ensure synergy between SEO endeavors and overarching business objectives. They may also delegate specific SEO tasks to fellow team members as part of their comprehensive approach.

Link Building Specialist

A link-building specialist is responsible for boosting a website's authority and credibility by acquiring high-quality backlinks from reputable sources. They engage in strategic outreach, relationship building, and content promotion to earn relevant links pointing back to the website. 

Through careful research and analysis, link building specialists identify opportunities for link acquisition. In contrast, very experienced link builders often have a vast network of connections for securing placements in relevant niches.

SEO Copywriter

An SEO copywriter can have a pretty varied role, but their crossover with the SEO department lies in producing high-quality content that is optimized for SERPs and users. They have a good understanding of on-page optimisation techniques, which they seamlessly integrate into their work while ensuring they're still writing people-first content

Copywriting can be done at a junior level, but SEO training may be needed if the individual is unfamiliar with SEO practices such as keyword research. Experienced copywriters will have more insight and may specialize in a particular niche, such as medical or B2B copywriting. 

Copywriters play an essential role in many SEO-related tasks, such as blog writing, social media copy, and on-page optimization, working on everything from snappy short-form content to longer-form stuff such as guides and eBooks.

Technical SEO Specialist

A technical SEO specialist focuses on off-page SEO, ensuring that a website is structured, coded, audited, and optimized to meet the stringent requirements of search engine algorithms. They delve into the intricacies of website architecture, crawlability, indexing, and site speed to enhance the website's technical foundation. 

Having someone in this role is essential for maintaining your or your client's website. Without their guidance and implementation of technical optimisations, the effectiveness of overall SEO strategies may fall short, leading to diminished organic traffic and visibility in search engine results. 

A well-functioning website is the backbone of any SEO strategy, so having a technical SEO specialist on your team is a smart move.

Web developer

Web developers tend to work closely with technical SEO specialists to implement technical optimizations on a website. Their expertise in coding languages, frameworks, and content management systems empowers them to build and maintain websites that serve as powerful assets in the ever-evolving landscape of online search.

Beyond their role in technical optimisation, web developers are pivotal in enhancing user experience (UX) through meticulous website design and development. They fine-tune website layouts, navigation structures, and functionality to create user-friendly interfaces. 

Web developers undertake a diverse range of tasks. They can often support website maintenance, website security, back-end development, and page customization. This ensures that websites not only rank well in search engine results but also provide seamless and satisfying user experiences, ultimately driving organic traffic and achieving SEO objectives effectively.

A well-rounded SEO team equipped with diverse skills and expertise is essential for navigating the complexities of online visibility. By leveraging the strengths of each role, businesses can drive organic traffic, improve search rankings, and achieve their SEO objectives effectively in the ever-evolving digital landscape.

Blog Post written by:
Digital Marketing Institute