Hiring the right SEO manager is a game-changer for any team.
It is also essential for SEO success.
Businesses and Agencies will see rapid growth through incorporating the right SEO Manager into their team, who can balance:
- Client expectations and pressures
- Team satisfaction, productivity and morale
- Workloads, demanding schedules and deadlines
- Seamless communication and alignment from team, to clients, to business goals
A top-notch SEO manager understands the mechanics of SEO.
And integrates it strategically with broader marketing and business goals.
In doing so, the ROI on hiring the right SEO Manager can promote greater business health and prosperity.
We understand the importance of that right hire on your business.
Which is why we have curated a list of the best skills to look out for in an effective SEO Manager, when hiring:
Hard Skills for an SEO Manager:
1. Experience and Technical Proficiency
These are the first most foundational skills that your SEO Manager should possess.
An effective SEO Manager should have a strong background in managing SEO campaigns, from strategy to execution.
Key areas of expertise can include:
- Technical SEO Knowledge:
The candidate should be adept at identifying and resolving technical SEO issues that could impact site performance.
This includes a thorough understanding of:- Website auditing
- Crawling
- Indexing
- Site architecture
- Schema markup
Familiarity with Core Web Vitals and HTML/CSS basics is a bonus, as these skills support a website’s overall functionality and user experience.
- Keyword Research & Competitor Analysis:
SEO Managers must know how to use tools like:- Google Keyword Planner
- Ahrefs
- SEMrush
- Moz
In order to conduct keyword research, analyse competitors, and understand search intent.
By identifying keyword gaps and opportunities, they can help the business target relevant audiences more effectively.
2. Analytics and Reporting Skills:
Analytics proficiency is crucial to measure the effectiveness of SEO strategies and make data-driven decisions.
Key tools that an SEO Manager should be proficient in, include:
- Google Analytics and Search Console:
Understanding these tools is essential for tracking metrics such as organic traffic, user behaviour, and keyword performance.
A skilled SEO manager can interpret these metrics, drawing actionable insights to refine strategies. - Monthly Reporting and Data Interpretation:
SEO managers should consistently monitor performance and produce detailed reports that cover traffic, conversions, and rankings.
These reports keep stakeholders informed and provide valuable insights into how SEO initiatives are supporting business objectives.
We have an in-depth resource to assist your SEO Manager in understanding translating and communicating data to stakeholders in a meaningful way.
Find it here: From Keywords to Boardrooms.
3. Content Strategy and Optimization
A successful SEO manager must balance technical skills with a strong grasp of content strategy.
Paul de Vera, SEO Consultant and host of the SEO Video Show joined our SEO Leadership webinar to highlight the importance of content growth, and its relation with SEO.
Paul added that he himself placed more priority on video content because of its relation to boosting SEO visibility.
With this in mind, a strong SEO Manager must be able to identify the relation between content and SEO strategies.
Experience in this field should include:
- Content Development & SERP Analysis:
Beyond keyword optimization, the candidate should understand how to craft content that aligns with user intent and optimises for on-page elements such as:- Titles
- Meta descriptions
- URL structures
Knowledge of the Search Engine Results Page (SERP) allows them to identify content trends and new opportunities.
4. Tools and Software Proficiency
An SEO manager should be comfortable with industry-standard tools such as:
- Ahrefs
- SEMrush
- Screaming Frog
- Excel for data analysis
Familiarity with A/B testing tools such as Google Optimise or VWO can also be valuable for conversion rate optimization.
Soft Skills for an SEO Manager
While technical skills are essential;
Soft skills often distinguish exceptional SEO managers from the rest.
Maddie Shepherd, the Director of SEO at CBS News, offered her insight on the crucial importance of having great soft skills:
As Maddie manages SEO (with its constant updates), as well as working in a news broadcast company, communication and soft skills are key to ensuring her SEO success.
Maddie offers the following:
“Make it clear and diagnose whether something’s a technical error or an algorithm update, then communicate that.
From there, making a really solid game plan should be part of this approach.
You can say, ‘this happened and it sucks, but here’s how we’re going to fix it’.
Even if that game plan is a year long, just showing that you’re going to do something about it, it really helps show that SEOs are aware and are doing something about it.”
With this in mind, below are a few key interpersonal and managerial qualities that a strong SEO Manager should possess:
1. Communication Skills as an SEO Manager
Effective SEO managers should be able to clearly communicate complex SEO concepts to stakeholders, translating technical language into actionable insights.
They are skilled in setting realistic expectations and delivering updates on progress, ensuring alignment across teams and with clients.
2. Leadership and Team Management
Leadership skills are vital for any SEO Manager.
They should be able to mentor junior team members, provide training, and set performance goals.
Strong leaders also know how to manage team output while maintaining morale.
3. Adaptability and Creativity
The SEO landscape is constantly evolving, making adaptability a must-have quality.
A great SEO manager is always ready to pivot strategies in response to algorithm updates or emerging trends.
The right SEO manager blends technical expertise with a strategic vision for SEO’s role within the broader business.
By prioritising both hard and soft skills, companies can ensure they’re hiring someone capable of:
- Not only executing SEO tactics
But also:
- Leading their team towards measurable, impactful results
With the right combination of skills, an SEO manager can elevate your brand’s online visibility, drive organic growth, and support your business goals.
