This piece is the second in our series about in-house SEO, where we explore the operational challenges and opportunities that come with managing search engine optimization internally.
As a consultant focused on in-house SEO, I’m frequently asked about the optimal size for an SEO team. Many believe it relates to revenue, but while revenue plays a role, it’s not the leading factor in determining the necessary team size for a company. Let’s delve into some key considerations for recommending SEO team size, which often surprise established SEO units. This focus is on operations rather than revenue alone; while revenue can justify or limit team size, it isn’t a direct indicator of the SEO work hours needed weekly.
### Factor #1: Complexity of the Website
A simple site usually requires a smaller SEO team, as there are fewer potential issues to address. Complex websites, however, increase the risk of SEO problems, even with minor changes. SEO teams often spend much of their time addressing these issues rather than enhancing SEO revenue. For straightforward sites, a smaller SEO team might suffice.
### Factor #2: Number of Developers, Agile Teams, and Launch Frequency
This is a major consideration for large corporations. Some companies with extensive developer teams necessitate more than one technical SEO expert to ensure that new releases align with SEO best practices.
### Factor #3: Number of Product Managers
Product managers significantly influence website changes. SEO teams need to work closely with these managers to understand proposed changes. Fewer product managers mean fewer SEO hours are needed, and vice versa.
### Factor #4: Number of Merchandisers
Merchandisers often create pages, write content, and adjust links, impacting SEO. Managing a small number of merchandisers is easier, whereas a larger team requires more SEO guidance to optimize content and avoid detrimental changes.
### Factor #5: Number of UX Designers
The involvement of UX designers affects the number of new design elements requiring SEO input. More designers typically result in additional SEO requirements as development progresses.
### Factor #6: Writers and Their Experience
Experienced writers versed in SEO can contribute significantly to content strategy. However, when inexperienced writers handle content creation, SEO teams invest more time in content reviews, which can include writing title tags and meta descriptions.
### Factor #7: Analysis and Reporting Needs
In metrics-heavy organizations, an SEO team may dedicate personnel solely to reporting and revenue impact assessments. This was evident with a client who spent a considerable amount of time preparing metrics and analyzing potential website changes.
### Factor #8: SEO Knowledge Across Roles
The SEO knowledge level in various roles impacts efficiency. Teams with little understanding require more guidance and oversight, increasing SEO demands. Training and toolkits for non-SEO roles can significantly enhance SEO effectiveness and reduce the need for constant collaboration.
### Next Steps: Determining Your SEO Team Size
1. Estimate the SEO hours needed for each factor to begin assessing team size.
2. Categorize SEO hours by necessary skill sets: Strategic/Non-technical, Link Building, Reporting, and Technical SEO.
3. Total these hours and divide by 30 to estimate the weekly workload (assuming 30 productive hours per person weekly).
4. Factor in management hours required.
5. Calculate the team size needed, including budget considerations.
6. Compare these costs with SEO revenue to justify team size proposals.
7. If the proposed team is too large, discuss adjustments with management and propose necessary training to optimize existing roles.
This framework equips you to understand optimal SEO team size and effectively present growth needs to executives.
