The role of a Head of SEO is pivotal to SEO success in any agency, company or team setting.
A talented Head of SEO is able to manage all demands, while spear-heading SEO strategies to align with business objectives, resulting in the most effective strategies for business growth.
Contrary to the popular belief that a Head of SEO needs a team under them, for the role to exist: this is actually not the case for many.
Many of our clients who are hiring an SEO for the first time will usually tend to actually look for a Head of SEO first.
This level of seniority allows leaders to focus on the business, while the Head of SEO looks towards managing the SEO department, and in doing so, growing a team.
With the above in mind, a Head of SEO role requires a balanced mix of hard skills (technical expertise) and soft skills (leadership and communication abilities).
Together, this drives SEO success and business growth.
In this guide, we’ll cover the key skills to look for when hiring a Head of SEO, so you can make an informed choice that will elevate your agency’s SEO performance.
Hard Skills:
Essential Technical Expertise
- Technical SEO Proficiency
A strong Head of SEO should have extensive experience in technical SEO to ensure that your website meets technical standards, which impact search rankings.These include:
- Site audits
- Page speed optimization
- Schema markup
- Mobile-first indexing
- On-Page and Off-Page SEO Knowledge
Your Head of SEO should have mastery over keyword research, content optimization, and link-building strategies to boost your site’s visibility and authority.
This balanced approach allows them to drive organic growth through covering all aspects of SEO.
- Data Analysis and Reporting
Strong Head of SEOs consider this topic vital to master, especially in a high-level role such as theirs.
This topic helps translate data into indicators for business movements and trends.
They should be able to analyse data trends, interpret reports, and translate those insights into actionable SEO strategies that contribute to business goals.
- Advanced Understanding of SEO Tools and Software
A qualified Head of SEO should be well-versed in:
- SEO suites
- A/B testing platforms
- CRM tools for SEO tracking
These tools not only optimise workflow but also allow them to uncover growth opportunities and track SEO performance with precision..
- Competitor and Market Analysis
A Head of SEO must be able to conduct in-depth competitive research, stay updated on industry trends and improve their clients’ market positions.
- Management of P&L Sheets
The ability to manage P&L sheets and budget allocation is crucial for a Head of SEO, particularly in an agency setting where cost efficiency and profitability are essential.This skill helps in allocating resources strategically and justifying investments in SEO initiatives.
- Client Pitching Experience
A skilled Head of SEO needs to be confident in pitching SEO strategies to clients, especially if your agency frequently secures new business.
The ability to clearly communicate the value of SEO, and how it can impact a client’s ROI, is essential for winning trust and new business.
- Strategic Growth: How to Scale the SEO Team
A forward-thinking Head of SEO should have experience in scaling SEO teams to meet growing demands.
They need to know:
- When to hire additional team members
- How to allocate roles effectively
- How to nurture an SEO team that is aligned with the agency’s growth strategy
Soft Skills:
Leadership and Communication
- Strategic Thinking and Vision
A Head of SEO must be able to see the bigger picture, developing a clear, long-term SEO strategy that aligns with broader business objectives.This vision will guide SEO priorities and ensure the team’s efforts contribute to company goals.
- Project Management and Organisational Skills
Candidates should be capable of managing cross-functional SEO initiatives, meeting deadlines, and ensuring that all tasks are executed efficiently.
- Team Leadership and Mentoring
A great Head of SEO should have experience in:
- Leading and developing a team
- Providing mentorship
- Fostering a collaborative and high-performing culture
Their leadership skills should encourage team growth and retention, and an environment where team members feel valued and supported.
- Effective Communication and Reporting
SEO is often a challenging field for non-technical stakeholders to understand.
A Head of SEO must be skilled at communicating complex SEO concepts in clear, accessible language for clients or executives.
They should also be able to prepare reports that demonstrate the ROI of SEO initiatives effectively.
We have put together a resource to help target and improve communication efficiency between SEOs and stakeholders: Keywords to Boardrooms
- Adaptability and Problem-Solving Skills
A strong Head of SEO must be able to pivot strategies as algorithms and market trends change.
This must all happen while ensuring there is seamless communication and alignment with the team, and stakeholders.
- Negotiation and Stakeholder Management
Your Head of SEO will often need to negotiate budgets, manage expectations, and work closely with other departments, such as content, marketing, and development.
Strong negotiation and stakeholder management skills will ensure this smooth collaboration with different teams.
Skillsets Surpassing Expectations
- Staying Up-to-Date on SEO Trends and Algorithm Updates
A strong Head of SEO should have a proactive approach to learning, staying updated on the latest SEO changes to keep strategies aligned with best practices.
- Participation in SEO Communities and Networking
A Head of SEO who engages in SEO communities, forums, or conferences is often more knowledgeable and aware of industry shifts.
This moves them into the space of becoming expertised in all areas of their industry.
Being connected with peers helps them stay informed and even anticipate changes before it can even impact their SEO strategies.
Hiring a Head of SEO who brings both technical expertise and strong leadership skills can be transformative for your business.
As you evaluate candidates, keep a balance of hard and soft skills in mind, aiming to find someone who can both manage complex SEO challenges and lead your team toward sustained growth.
Finding the right Head of SEO will empower your agency or business with the leadership needed to achieve long-term success in a highly competitive digital landscape.
