The stakes of hiring an SEO professional are significant. The right individual can propel your business towards noteworthy organic visibility and revenue growth, while the wrong choice might hinder or even reverse current progress.
Many companies make errors in hiring for SEO roles due to unfamiliarity with SEO disciplines and a lack of experience. Here’s what seasoned professionals have learned about preparation, searching, and evaluating successful SEO candidates.
Before Your Talent Search Begins
"Too many companies hire an SEO without understanding which SEO skills are essential to their core competencies," stated Jessica Bowman, founder and CEO of a training and consulting firm. She highlighted that some sites struggle with technical SEO, indicating that specific expertise may be required.
SEO encompasses various disciplines such as technical SEO, content, analytics, and link building. Identifying the areas that need the most attention can guide better hiring decisions. Besides understanding what’s hindering site rankings, businesses should recognize organizational barriers to SEO efforts, Bowman suggests.
"One client needed someone skilled at navigating their organization and building relationships," Bowman said, emphasizing the importance of operational management over technical skills in certain contexts.
For companies new to SEO, determining hire priorities can be challenging. "I recommend hiring an anchor SEO to advise on building a program or a consultant to help guide the hiring process," advised Dana Tan, senior manager of global SEO.
Finding Suitable SEO Candidates
After identifying the necessary skills, the next step is attracting the right candidate.
Craft an engaging, detailed job listing. Treat your job description as a marketing tool for your company. Aim it at a target audience, addressing their needs and highlighting the benefits of working with your organization.
"As SEOs possess different skills, our hiring needs are dynamic," explained Lily Ray, director of SEO. She adjusts job listings to reflect current agency needs while setting baseline expectations for roles.
Researching how successful companies frame their SEO roles can aid in composing your job posting. "I study job postings from companies with top-tier SEO programs," Tan mentioned.
Bowman recommended ensuring job descriptions appeal to candidates with political savvy and communication skills, as effective communication with stakeholders is crucial for SEO success.
Know where to search. "I attended conferences and networked at lunches and events," Tan shared. Building a professional network can help source proven candidates.
"Pay attention to LinkedIn job postings and consider reaching out to potential fits," Bowman advised, suggesting that proactive searches might attract candidates open to new opportunities.
Screening an SEO Candidate
"It can be challenging to gauge an SEO professional’s capabilities from an interview alone," Ray pointed out, noting the risks of hiring mistakes.
Interviewers must not be SEO novices. Candidates might recite SEO trivia, like algorithm updates, without demonstrating real problem-solving or strategic skills. Interviewers need to be informed to assess responses accurately. If expertise is lacking in-house, consider external help for vetting candidates.
Communication skills are critical. "I endorse Bradford Smart’s interview approach," Bowman said, emphasizing the importance of asking behavioral questions. She sometimes includes mockup reviews to evaluate candidates’ understanding of SEO requirements.
In addition to knowledge-based inquiries, candidates should discuss past projects and deliverables. Ray shared that resume discrepancies can surface through this approach.
"I focus more on candidates’ unique approaches and their communication effectiveness," Tan stated, adding that assessing how well candidates convey the value of their work is vital.
"Many SEOs need to refine their corporate communication skills," Bowman noted, indicating that poor representation can stifle an SEO team’s progress within an organization.
Skill Demonstration. Tan assigns a "homework assignment" relevant to the role. Including a skills demonstration can distinguish candidates and prevent unnecessary turnover, as long as requests remain appropriate.
Bowman observed a trend of candidates being asked for site audits during interviews, recommending attention to candidates’ organizational and communicative skills in addition to their site insights.
The "X" Factor
"It’s crucial for individuals to possess a strong work ethic, critical thinking abilities, communication skills, and passion," Ray emphasized.
Tan highlighted a love for puzzle-solving, creative thinking, and adaptability as top hiring considerations.
Ray added that some of their top professionals began as interns, driven by curiosity and a desire to learn, evolving into key team members over time.
