A strong Head of SEO can impact your business in many ways, with the most reach to every corner of the business, from:
- The SEO team
- Cross-departmental leaders
- Company’s higher-ups
- Clients
A great Head of SEO should be an invaluable, strong link that connects and aligns many people and resources within your business.
However, the wrong hire can set your agency back.
Your agency could potentially face losing clients, experiencing ineffective strategies, and an overall waste of resources.
We have in-depth experience in assessing and vetting SEOs from all levels and roles, which is why we’re able to swiftly identify the great SEOs.
In doing so, we’re able to also easily identify SEOs who may not be as strong or able to handle the responsibilities that are required from such a high-level role.
Today, we’re going to show you a few of the ways we are able to sift through the no-go applications in record time, allowing you to focus on the best when hiring your next Head of SEO.
Lack of Proven Experience in Leadership
The Head of SEO should bring substantial leadership experience, in terms of managing teams and developing strategic SEO initiatives.
Warning signals should sound, if your Head of SEO candidate is showing:
- No Track Record of Managing SEO Teams
A Head of SEO needs to be comfortable managing people and projects.Watch out for candidates who lack experience in leading SEO teams or overseeing strategic initiatives.
- Inability to Demonstrate Strategic SEO Initiatives
If a candidate cannot show solid examples of successful, long-term SEO strategies they’ve managed, they might lack the long-term vision needed for your agency’s growth.
- Short Tenures in Previous Roles
Frequent job changes without clear reasons could indicate difficulties with stability, commitment, or adaptability in a leadership position.
Over-Promising Results
Beware of candidates who make unrealistic promises.
SEO is a gradual process, and guarantees of quick wins can be misleading.
Consider the following as potential red-flags in this area:
- Guaranteeing Specific Rankings or Timeframes
SEO is influenced by various factors, including competition and algorithm updates.If a candidate guarantees specific rankings or promises fast results without thorough analysis, it may signal a lack of transparency or a willingness to employ risky, black-hat tactics.
- Unrealistic Expectations Without Data to Back Them Up
If candidates present claims of achievable metrics without discussing their methodology, it’s a red flag.Qualified candidates will explain their approach through data and solid evidence.
Outdated SEO Knowledge or Techniques
SEO is a constantly evolving field, and outdated techniques can harm:
- Rankings
- Brand reputation
When assessing candidates, be sure to keep an eye out for the following red flags:
- Reliance on Keyword Stuffing or Link Schemes
Practices like keyword stuffing and link schemes were once common, but they’re now penalised by search engines.A candidate who still relies on these tactics may be out of touch with modern SEO practices.
- Failure to Mention Recent Algorithm Changes
A good Head of SEO should be up-to-date on industry changes, such as recent AI-driven search developments and Google’s E-A-T guidelines.Candidates who don’t mention recent updates may not have the knowledge needed to keep your agency competitive.
- No Experience with Modern SEO Tools
A lack of familiarity with essential tools like Ahrefs, SEMrush, and Google Analytics 4 may suggest that a candidate is out of sync with the latest practices and technologies in SEO.
Poor Communication Skills
It’s imperative that a Head of SEO must be able to explain complex information to both technical and non-technical stakeholders.
If a candidate is showing trouble within the following areas, you may want to reconsider them:
- Difficulty Explaining SEO Concepts to Non-SEO Audiences
- Lack of Clear Reporting and Presentation Skills
Overly Focused on One Aspect of SEO
SEO is a holistic field, especially within a Head of SEO role.
Be sure to ensure your candidates up for consideration are not showing any signs of:
- Tunnel Vision to a Specific Area of SEO
SEO requires a balance of technical skills, content optimisation, and link-building.Candidates overly focused on just one area may struggle to create holistic marketing strategies, where all departments perform optimally.
- No Understanding of SEO’s Role in the Larger Marketing Strategy
SEO works best when aligned with other marketing channels, and is aligned with the larger business goals of the company.If a candidate sees SEO as an isolated activity, they may struggle to align efforts with broader agency goals.
Limited Adaptability and Problem-Solving Skills
A strong Head of SEO needs to be flexible and proactive, especially as the discipline of SEO is so malleable and has been ever-evolving.
A few red flags that we are aware of when vetting candidates include:
- Rigid Approaches to SEO Challenges
SEO strategies sometimes need to pivot quickly in order to respond to changing algorithms or market trends.A candidate who shows resistance to new ideas or flexibility may struggle in a field where adaptability is essential.
This approach and mindset can be easily identified when candidates are showcasing their previous case studies and projects.
- Lack of Curiosity
SEO is often about testing what works and optimising over time.A good Head of SEO should be open to A/B testing, new tools, and data-driven experimentation.
Resistance to experimentation can lead to stagnant strategies and missed growth opportunities.
Neglect of Data-Driven SEO Practices
In SEO, success is measured by data.
Therefore, any leadership candidate should have a metrics-first, driven approach.
If a candidate is portraying any of the following qualities, you may want to reconsider:
- Minimal Emphasis on Analytics and KPIs
Candidates who don’t prioritise KPIs (e.g., organic traffic, click-through rate, bounce rate) may lack a data-driven mindset.
- Lack of Case Studies or Evidence-Based Results
Candidates should be able to present case studies or examples of how their strategies led to measurable improvements.If they can’t provide data-backed examples of past successes, it might suggest a lack of accountability.
Poor Cultural Fit and Company Alignment
For a successful partnership, a Head of SEO should align with your company’s culture and values.
This last category is sometimes overlooked by some, but is oftentimes one of the most important factors towards a long-term investment.
If a Head of SEO shows the following cultural misalignments, you may want to factor this into your consideration:
- Inability to Adapt to Company Values or Work Culture
A candidate who doesn’t align with your company’s mission or culture may face challenges in collaboration.Pay attention to their:
- Work ethic
- Values
- Overall attitude toward teamwork
This will ensure they’ll integrate well with your team.
- History of Client/Team Conflicts
Past conflicts with clients or team members could indicate difficulties in collaboration or communication.A Head of SEO should foster a positive environment and maintain strong relationships, so conflicts are a notable red flag.
Hiring a Head of SEO is a critical decision that requires thorough evaluation to avoid potential pitfalls.
Take the time to assess candidates for both their technical skills and cultural fit.
The right Head of SEO will bring:
- Stability
- Strategic vision
- Measurable success
In doing so, helping your agency achieve growth and deliver exceptional results for your clients
