In-House SEO – Ultimate Guide to Building a Successful Digital Marketing Team

Now that you have finally understood the value of search engine optimisation for your business, you have finally decided to build an in-house SEO team to work to your advantage. How do you start? Are you aware of what your business needs?

In this article, we will help you understand the value that SEO can contribute to your business, what SEO is, and your advantages when you decide to build your in-house digital marketing and SEO team. But before we begin – What is SEO?

SEO, its Definition, and Role in Digital Marketing

The term SEO, or Search Engine Optimisation, refers to the process of optimising a website so that it can rank higher in search engine results pages (SERPs), thereby receiving more web traffic. The goal of SEO is to improve the visibility and organic search results of a website so that it may attract more visitors from search engines.

SEO is a digital marketing strategy employed to improve a website’s ranking in SERPs, and consequently, its visibility and organic reach. It is based on the principle that the higher a website ranks in SERPs, the more likely it is to be visited by users.

There are two types of SEO: on-page SEO and off-page SEO. On-page SEO focuses on the optimisation of a website’s content and structure, while off-page SEO focuses on the promotion of a website through the use of backlinks and other digital marketing strategies. 

SEO is a long-term digital marketing strategy that should be employed to improve a website’s visibility and organic reach. It is based on the principle that the higher a website ranks in SERPs, the more likely it is to be visited by users.

That’s why SEO should be seen as an investment, not a cost. To achieve its goals, SEO must be implemented correctly and consistently over time. It is important to note that there are no shortcuts to success when it comes to SEO.

Now that we have a better understanding of what SEO is, let’s take a look at the benefits that it can provide to your business.

The Benefits of SEO for Businesses

SEO can provide numerous benefits to businesses, both big and small. Let’s take a look at some of the most notable ones:

1. Increased Visibility and Brand Awareness

One of the main advantages of SEO is that it can help to increase the visibility and brand awareness of your business. A website that ranks highly in SERPs is more likely to be seen by users, which can lead to increased web traffic and, ultimately, more customers. In addition, a high ranking in SERPs can also help to build trust and credibility with potential customers.

2. Increased Web Traffic

As we mentioned above, SEO can help to increase the visibility of your website, which can lead to increased web traffic. More visitors to your website mean more opportunities for you to convert them into customers. Additionally, if your website is optimised for conversions, then you may also see an increase in sales or leads.

3. Improved ROI

SEO can also help you to achieve a higher return on investment (ROI). This is because it is a long-term digital marketing strategy that can provide ongoing benefits. Once you have achieved a high ranking in SERPs, you are likely to maintain that ranking for some time, provided that you continue to implement SEO strategies and tactics. This means that you can continue to reap the benefits of SEO long after you have invested in it.

4. Cost-Effective

SEO is also a cost-effective digital marketing strategy. This is because it is a strategy that can provide ongoing benefits, as opposed to paid advertising, which requires you to continuously invest to maintain your results. Additionally, SEO can help you to save money on other digital marketing activities, such as pay-per-click (PPC) advertising.

5. Increased Customer Insights

Another benefit of SEO is that it can help you to gain insights into your customers and their behaviour. This information can be used to improve your website and your overall digital marketing strategy. Additionally, it can help you to better understand your target audience and what they are looking for online.

6. Improved User Experience

Finally, SEO can also help to improve the user experience on your website. This is because it can help you to make your website more user-friendly and easier to navigate. Additionally, a well-optimised website is more likely to load quickly and be free of errors, which can improve the overall experience for users.

SEO is a digital marketing strategy that should be employed to improve a website’s ranking in SERPs, and consequently, its visibility and organic reach. It is based on the principle that the higher a website ranks in SERPs, the more likely it is to be visited by users.

SEO should be seen as an investment, not a cost. To achieve its goals, SEO must be implemented correctly and consistently over time. It is important to note that there are no shortcuts to success when it comes to SEO – it is a long-term strategy that requires dedication and hard work.

Choosing Between An Agency SEO and in-House SEO

There are two main options when it comes to implementing an SEO strategy – you can either do it yourself (in-house) or hire SEO services. Both have their advantages and disadvantages, which we will explore below.

In-House SEO

Advantages:

1. You have complete control over the strategy and its implementation compared to outsourcing SEO. Your marketing teams and in house employees are exposed to opportunities for growth and learning.

2. It can be more cost-effective than hiring an agency, all while implementing helpful SEO best practices that help generate organic traffic for your websites.

3. You can build a better understanding of your customers and their behaviour. This can help your team create more comprehensive SEO processes and SEO audit for your company in the future.

Disadvantages:

1. It requires time, effort, and dedication to implement correctly.

2. You may not have the specialised knowledge or skills required for certain aspects of SEO.

3. It can be difficult to keep up with the latest changes in the SEO landscape.

Agency SEO

Advantages:

1. You can benefit from the specialised knowledge and skills of an agency.

2. Agencies are usually up-to-date with the latest changes in the SEO landscape.

3. They can help you to save time and effort by implementing the strategy for you.

Disadvantages:

1. It can be more expensive than doing it yourself.

2. You have less control over the strategy and its implementation.

3. You may not have the same level of understanding of your customers and their behaviour.

There is no right or wrong answer when it comes to choosing between an in-house SEO strategy and an agency SEO strategy. The best option for you will depend on your budget, your level of expertise, and your specific needs and goals.

If you decide to implement an SEO strategy yourself, there are a few things you should keep in mind. Firstly, you need to be prepared to dedicate time and effort to the process. Secondly, you need to make sure you have the necessary knowledge and skills. Finally, you need to stay up-to-date with the latest changes in the SEO landscape.

What Kinds of Companies Should Bring SEO In-House

There are many things to consider when building an in-house SEO team. But on top of the considerations, one should understand if having your own in-house team would be advantageous to your business. A few of the basic considerations to keep in mind are the following:

Your Budget

If your monthly budget for online marketing is high, you may want to consider building an in-house SEO team. On average, an online marketing manager earns around 65k a year. You can start small and have 3-5 people to begin your in-house digital marketing and SEO team. If your current resources can afford this, having an in-house SEO team provides you with a readily available team that can attend to your online marketing needs.

You Already Have Employees with Skills Related to Marketing

Do you have an employee who is good with numbers and analysing data? Perhaps you have someone in your administrative team who is very well-versed in the use of social media platforms. If you do, then you already have a few key players that can be part of your in-house SEO team.

Of course, you will still need to hire someone who has actual experience in SEO and online marketing. But if you have employees who already have some skills related to digital marketing, then it would be easier for them to catch up and learn more about SEO than starting from scratch.

You Prefer More Control Over Your Online Marketing Strategy

In-house teams are great for companies who want more control over their online marketing strategy. If you want to be in the driver’s seat when it comes to your company’s direction, then having an in-house team is the way to go.

You can be as hands-on or as hands-off as you want with your in-house team. But ultimately, the decision on which direction your company will take lies in your hands.

Recruiting and Building Your In-House SEO Team

Now that you’ve decided to build an in-house SEO team, it’s time to start recruiting the right people for the job. Here are a few tips on how you can find the best talent for your in-house digital marketing team.

1. Define the Roles and Responsibilities of Each Team Member

Before you start recruiting, take some time to define the roles and responsibilities of each team member. This will give you a clearer idea of the kind of skills and experience you are looking for in a candidate.

2. Post Your Job Listings on Relevant Job Boards

Many SEO job boards cater to online marketers and SEO professionals. Post your job listings on these platforms to reach a larger pool of candidates.

3. Conduct In-depth Interviews

When conducting interviews, go beyond the usual questions about experience and skills. Ask candidates about their SEO philosophy and how they would approach various marketing challenges. This will give you a better idea of whether a candidate is a good fit for your company.

4. Provide Training and Development Opportunities

Even if you find the perfect candidate, they may still need some SEO training to catch up with the latest trends in SEO. Provide training and development opportunities for your team members to help them stay up-to-date with the latest changes in the industry.

Forming Your Successful In-House SEO Team

Building an in-house SEO team can be a great way to take your online marketing efforts to the next level. Keep these tips in mind when recruiting and forming your team to increase your chances of success.

Talent, tools, and training are all required for a successful SEO campaign. An in-house SEO department usually has 2-5 members on the team side. Each person brings a distinct set of skills to the table, and having the appropriate talent could take your SEO effort to the next level.

Having a knowledgeable specialist and a small team of enthusiastic marketers working with the appropriate technology and procedures, however, is just as successful if done correctly, and requires only leadership at the top. Your initial investment with an SEO team may be high but you will reap the benefits in the long run.

What is an In-House SEO Department?

An in-house SEO team is a group of people within your company who are charged with optimising your website and digital properties for search engines. This team is responsible for all aspects of your company’s SEO strategy, from keyword research and on-page optimisation to linking building and content marketing.

The size of your in-house SEO team will depend on the size of your company and the scope of your SEO goals. A small team may consist of just a few people, while a larger team may have dozens of members. No matter the size of your team, each member should have a profound understanding of how search engines work and how to optimise websites for better visibility in SERPs.

The Hierarchy of an In-House SEO Team

The hierarchy of an in-house SEO team will vary from company to company. In a small team, there may be just one or two people responsible for all aspects of SEO. In a larger team, there may be several specialists who each focus on a specific area of SEO.

Here is a general overview of the hierarchy of an in-house SEO team:

SEO Manager

The SEO manager leads the SEO team. This person is responsible for setting the team’s goals and strategies and ensuring that everyone is working towards those goals. SEO Specialists: SEO specialists are the people who actually do the work of optimising websites for search engines. They may specialise in a specific area of SEO, such as on-page optimisation or link building.

Outreach and Link Building Specialist

An outreach and link-building specialist is responsible for building relationships with other websites and persuading them to link to your website. This is a vital part of SEO as links are one of the main ranking factors used by Google. Content Specialist: A content specialist creates content that is optimised for both search engines and users. This includes blog posts, articles, infographics, and more.

SEO specialists

In house SEO specialists are the people who actually do the work of optimising websites for search engines. They may specialise in a specific area of SEO, such as on-page optimisation or link building. 

Content Marketers

Content marketers create the content that will be published on your website and distributed through your digital marketing channels. This content should be optimised for search engines and target your keywords.

Social Media Manager

They are responsible for promoting your content through social media channels. They should also be monitoring your social media accounts for any negative comments or reviews.

Web Developers

Web developers build and maintain the websites that will be optimised by the SEO team. They should have a good understanding of how search engine algorithms work and how to code websites accordingly.

UX/UI Designers

UX/UI designers create the user experience and interface for your website. They should be aware of how search engine algorithms work and how to design a website that is both user-friendly and SEO-friendly.

Setting Up the Processes of Your In-House SEO Team

Now that you have an idea of the different roles that are involved in an in-house SEO team, it’s time to start setting up the processes that will make your team run smoothly. Here are a few things to keep in mind:

Make sure everyone is on the same page: Everyone on your team should be aware of your website’s goals and objectives. They should also know what strategies you’re using to achieve those goals and how they can help.

Create a content calendar: A content calendar will help you plan and publish your content in an organised way. This will ensure that your content is timely and relevant, and it will also help you track your progress over time.

Set up a link-building process: Link building is a crucial part of SEO, so it’s important to have a process in place for your team. This could involve outreach to other websites, guest blogging, or creating infographics.

Develop a reporting system: Reporting is essential for tracking your SEO progress and identifying areas that need improvement. Your reports should be tailored to your specific goals and objectives.

SEO is an ever-changing field, so it’s significant to keep your team up-to-date on the latest trends and changes. You can do this by subscribing to industry publications, attending conferences, or taking online courses.

Tracking the Performance of Your SEO Team

Once you have your in-house SEO team in place, it’s critical to track their performance. This will help you identify areas that need improvement and ensure that your team is on track to meet your website’s goals. Here are a few performance indicators to keep an eye on:

Organic traffic

This is the number of visitors who come to your website from search engines. You can track this data in Google Analytics.

Keyword rankings

This is the position of your website’s keywords in search engine results pages. You can use a tool like MOZ or Ahrefs to track this data.

Backlink growth

This is the number of links pointing to your website from other websites. You can track this data in Google Search Console.

Conversion rate

This is the percentage of visitors who take the desired action on your website, such as making a purchase or signing up for a newsletter. You can track this data in Google Analytics.

Setting Up Your In-House SEO Reporting Process

Now that you know what performance indicators to track, it’s time to set up your reporting process. This will help you stay on top of your team’s progress and identify areas that need improvement. Here are a few things to keep in mind:

Set up a regular reporting schedule

You should be sending reports to your team on a regular basis, such as weekly or monthly. This will ensure that everyone is aware of your website’s progress and where improvements need to be made.

Include all relevant data

Your reports should include all relevant data, such as organic traffic, keyword rankings, backlink growth, and conversion rate. This will help your team get a complete picture of your website’s SEO progress.

Use graphs and charts

Visual data is easier to understand than raw data, so be sure to use graphs and charts in your reports. This will help your team quickly identify trends and patterns.

Make recommendations

In addition to tracking data, your reports should also include recommendations for improvement. This could involve changes to your website’s content, design, or link-building strategy.

Sending regular reports to your team is an essential part of the reporting process, but you should also make yourself available for questions and discussion. This will help ensure that everyone is on the same page and that your team can effectively implement your recommendations.

Transitioning From SEO Agency to In-House SEO Teams

If you’re currently working with an SEO agency, you may be considering transitioning to an in-house team. This can be a big decision, so it’s important to weigh the pros and cons before making a final decision. Here are a few things to keep in mind:

Pros:

You’ll have more control over your website’s SEO: When you work with an agency, you’re relying on them to make decisions about your website’s SEO. This can be frustrating if you don’t agree with their decisions or if they don’t seem to be moving your website in the right direction. With an in-house team, you’ll have more control over your website’s SEO, and you can make sure that the team is taking the actions that you want them to.

You’ll save money in the long run: working with an agency can be expensive, especially if you’re paying for their services on a monthly basis. Once you transition to an in-house team, you’ll only have to pay salaries and other one-time costs, which can save you a lot of money in the long run.

You’ll have access to more data: When you work with an agency, they may not be willing to share all the data that they have about your website. This can make it difficult to track your website’s progress and identify areas that need improvement. With an in-house team, you’ll have access to all the data that they have, which will make it easier to track your website’s progress.

Cons:

You’ll have to invest time and resources into setting up an in-house team: Transitioning from an agency to an in-house team can be a big undertaking. You’ll need to invest time and resources into recruiting and training your team, and you may need to hire additional staff to support them.

You may not have the expertise within your company: When you work with an agency, you have access to their team of experts. If you transition to an in-house team, you may not have the same level of expertise within your company. This could make it difficult to achieve the same results that you would with an agency.

You may not be able to scale as quickly: If your website starts to grow rapidly, you may not be able to scale your in-house team as quickly as you could with an agency. This could lead to a decline in your website’s SEO performance.

Making the transition from an SEO agency to an in-house team can be a big decision, but it’s important to weigh the pros and cons before making a final decision. If you decide to transition to an in-house team, be sure to invest time and resources into setting up the team and training them. You should also make sure that you have the expertise within your company to achieve the same results that you would with an agency.

Collaboration Between Your In-House SEO Teams and Virtual Assistants

If you have an in-house SEO team, you may be looking for ways to improve their efficiency and productivity. One way to do this is by collaborating with virtual assistants. Virtual assistants can help your team with a variety of tasks, including keyword research, content creation, link building, and social media marketing. This can free up your team’s time so that they can focus on more strategic tasks.

When collaborating with virtual assistants, it’s significant to set clear expectations and guidelines. Be sure to give them a list of tasks that you need them to complete, as well as a timeline for when you need the tasks to be completed. You should also provide them with any resources that they may need, such as access to your website’s analytics.

Virtual assistants can be a great resource for your in-house SEO team, but it’s important to collaborate with them effectively. By setting clear expectations and providing them with the resources they require, you can ensure that they’re able to help your team achieve its goals.

SEO Tools Every In-House SEO Marketing Team Must Have

There are a variety of SEO tools that can help your in-house team to be more efficient and productive. Here are some of the most essential SEO tools that your team should have:

Google Analytics

Google Analytics is a free tool that allows you to track your website’s traffic and performance. This can be helpful for identifying areas that need improvement.

Google Search Console

Google Search Console is a free tool that allows you to track your website’s search engine optimisation. This can be helpful for identifying areas that require improvement.

Moz Pro

Moz Pro is a paid tool that provides a variety of features, including keyword research, link building, and site audits. This can be helpful for improving your website’s SEO.

SEMrush

SEMrush is a paid tool that provides a variety of features, including keyword research, competitive analysis, and site audits. This can be helpful for improving your website’s SEO.

Ahrefs

Ahrefs is a paid tool that provides a variety of features, including keyword research, link building, and site audits. This can be helpful for improving your website’s SEO.

These are just a few of the essential SEO tools that your in-house team should have. By using these tools, you can help your team to be more efficient and productive.

In-House SEO vs Agency: Which Is Right for You?

When it comes to SEO, there are a variety of options available. You can choose to work with an agency, hire an in-house team, or even do it yourself. So, which option is right for you?

If you have the time and resources to invest in SEO, then working with an agency may be the best option for you. Agencies have the experience and expertise to help you achieve your goals. They also have the tools and resources that you may not have access to.

If you don’t have the time or resources to invest in SEO, then hiring an in-house team may be the best option for you. In-house teams can be more cost-effective than agencies. They can also be more flexible, as they can be tailored to your specific needs.

If you’re not sure which option is right for you, then consider working with a hybrid model. This means working with both an agency and an in-house team. This can be beneficial, as you can get the best of both worlds. You can get the experience and expertise of an agency, as well as the flexibility and cost-effectiveness of an in-house team.

Future Proofing Your In-House SEO Teams

As the SEO landscape continues to change, it’s important to future-proof your in-house SEO team. Here are some tips for doing so:

Be prepared to invest in new tools and resources. As the SEO landscape changes, new tools and resources will become available. Be prepared to invest in these, as they can be essential for keeping your team up-to-date with the latest trends.

Be flexible. The SEO landscape is constantly changing. As such, your team will need to be flexible to keep up with the latest trends. Be prepared to modify your team’s structure and processes as needed.

Stay up-to-date with the latest trends. It’s indispensable to keep up-to-date with the latest SEO trends. This can be done by reading industry news, blogs, and forums. It’s also important to attend conferences and events. By staying up-to-date with the latest trends, you can ensure that your team is always ahead of the curve.

By following these tips, you can future-proof your in-house SEO team. This will help to ensure that your team is always prepared for the ever-changing SEO landscape.

Setting Up Effective Communication Tools for Your SEO Team

Effective communication is essential for any team, but it’s especially important for SEO teams. This is because SEO is a complex and ever-changing field. As such, it’s important to have tools in place that can help your team to communicate effectively. Here are some suggestions for setting up effective communication tools for your SEO team:

Create a knowledge base

A knowledge base can be a great way to share information with your team. It can also be used as a reference point for future projects. There are a variety of knowledge base software options available, so be sure to choose one that best suits your needs.

Set up a chat tool

A chat tool can be used for real-time communication between team members. This can be especially helpful for sharing ideas and brainstorming. There are a variety of chat software options available, so be sure to decide one that best suits your needs. Slack is one of the most popular communication channels preferred by both in-house and SEO agencies.

Set up a project management tool

A project management tool can be used to keep track of tasks, deadlines, and progress. This can be especially helpful for larger projects. There are a variety of project management software options available, so be sure to decide one that best suits your needs.

By setting up these communication tools, you can help to ensure that your team is always on the same page. This will help to improve efficiency and productivity.

Wrapping Up

In-house SEO teams can be a great asset for any business. However, there are a few things to keep in mind when setting up an in-house SEO team. Be sure to consider the tips and advice above to ensure that your team is set up for success.

Do you have any tips for setting up an in-house SEO team? Share your thoughts in the comments below.