Supercharge Your In House SEO Teams with 21 Essential Skills
Table of Contents
- Introduction
- Building Relationships within the Company
- Winning the Engineering Team
- Understanding the Technical Stack
- Developing Technical SEO Skills
- Selling Projects and Aligning with Company Goals
- Analytical Skills for SEO Reporting
- Establishing an SEO Process
- Leveraging Hidden Resources within the Company
- Increasing Team Visibility
- Planning for the Future
- Conclusion
Building a Strong Foundation: SEO Skills for Small Teams in Large Organizations
In today's digital landscape, search engine optimization (SEO) plays a crucial role in driving organic traffic and ensuring online visibility. While larger organizations may possess extensive resources and dedicated SEO teams, small teams within these enterprises face their own unique set of challenges. In this article, we will explore 12 essential SEO skills that can supercharge the efforts of small teams within larger organizations, allowing them to achieve remarkable results.
1. Introduction
In an enterprise setting, small teams often find themselves as the sole torchbearers of SEO. Contrary to popular belief, having a large SEO team is not always the case. Therefore, it is vital for small teams to build relationships within the organization and develop the necessary skills to champion SEO efforts. By implementing these skills, small teams can make a significant impact and drive growth for their respective brands.
2. Building Relationships within the Company
Building relationships with key stakeholders within the company is the first essential skill that small teams need to master. These relationships serve as the foundation for driving projects and ideas forward. While emails are effective, nothing beats face-to-face interaction. Engage in regular meetings, informal coffee chats, and even small gestures like providing donuts can go a long way in establishing connections. By fostering positive relationships, small teams can gain the support and attention needed to prioritize their SEO projects.
Pros:
- Facilitates the prioritization of SEO projects
- Creates a collaborative environment within the organization
Cons:
- Time-consuming process
- Requires consistent effort to maintain relationships
3. Winning the Engineering Team
The engineering or development team can be a small team's greatest ally or their most significant hurdle. To overcome this challenge, it is crucial to speak their language and understand their perspective. Presenting SEO recommendations in terms of outcomes rather than specific methodologies is essential. Respect their craft and expertise, and involve them in finding solutions that align with SEO requirements. By developing a strong rapport with the engineering team, small teams can ensure smoother implementation of SEO initiatives.
Pros:
- Enables collaboration between SEO and engineering teams
- Improves the chances of successful implementation of SEO recommendations
Cons:
- May face resistance from the engineering team if not approached tactfully
- Requires constant communication and alignment
4. Understanding the Technical Stack
A solid understanding of the technical stack is vital for small teams to effectively communicate SEO recommendations to other teams, such as content creators, front-end developers, and API specialists. Familiarize yourself with the CMS fields used by content creators and how they integrate into the front-end. Gain knowledge of the APIs and their connections to the front-end. This deep understanding allows for more precise and efficient recommendations that align with the technical capabilities of the organization.
Pros:
- Enables seamless collaboration across different teams
- Enhances the quality of SEO recommendations
Cons:
- Requires a significant investment of time and effort to acquire technical knowledge
- Continuous learning to keep up with technological advancements
5. Developing Technical SEO Skills
Technical SEO plays a crucial role in optimizing websites for search engines. While small teams may not have dedicated technical staff, developing technical SEO skills is essential for staying ahead in the constantly evolving digital landscape. Familiarize yourself with JavaScript frameworks, such as React or Angular, and understand how to optimize them. Learn to leverage APIs and automate tasks to streamline SEO efforts. While you may rely on the engineering team for implementation, immersing yourself in technical SEO knowledge empowers you to make educated recommendations.
Pros:
- Enhances the overall SEO expertise within the team
- Enables quick and effective implementation of technical SEO optimizations
Cons:
- In-depth technical knowledge may require additional training or resources
- Staying updated with new technologies can be demanding
6. Selling Projects and Aligning with Company Goals
In an enterprise environment, numerous projects compete for attention and resources. To ensure visibility and support for SEO initiatives, small teams must align their projects with the company's goals and objectives. By demonstrating how SEO projects contribute to overall company success and key performance indicators (KPIs), small teams can gain buy-in from stakeholders. It is equally important to identify and build relationships with champions or advocates within the company to rally support for SEO efforts.
Pros:
- Increases the chances of project approval and resource allocation
- Creates a unified vision and direction for SEO within the organization
Cons:
- Requires a thorough understanding of company goals and priorities
- Demands effective communication and persuasion skills
7. Analytical Skills for SEO Reporting
Successful SEO efforts rely heavily on data analysis and reporting. Small teams must develop analytical skills to understand and interpret performance metrics effectively. Familiarize yourself with tools like Google Sheets and Excel to manipulate and analyze data. Gain proficiency in using Google Analytics and other reporting platforms to generate actionable insights. To maintain accuracy and credibility, collaborate with the analytics team to validate and approve the metrics used in your reports.
Pros:
- Enhances the team's ability to make data-driven decisions
- Enables effective reporting and communication of SEO performance
Cons:
- Requires continuous learning and staying updated with analytics tools and techniques
- Collaboration with the analytics team may introduce additional steps in the reporting process
8. Establishing an SEO Process
With increased visibility and support, small teams can integrate SEO into the overall workflow and processes of the organization. By aligning SEO with existing stages of development, design, QA, and editorial processes, small teams ensure that SEO considerations are incorporated from the beginning. Integrate SEO tools, insights, and information into existing platforms like JIRA, Word docs, or Slack, making it easier for teams to adopt and implement SEO recommendations.
Pros:
- Improves collaboration and cooperation across different teams
- Enables efficient and streamlined implementation of SEO initiatives
Cons:
- Requires thorough knowledge of existing processes and workflows
- May face resistance or challenges in integrating SEO into established workflows
9. Leveraging Hidden Resources within the Company
Despite limited resources, small teams can tap into the expertise of various departments or individuals within the organization. Collaborate with teams like PR, freelancers, or other external resources to support SEO efforts. Optimize press releases, leverage their networks for link-building opportunities, or make use of allocated freelancer budgets. By leveraging hidden resources, small teams can amplify their impact and achieve greater results with limited resources.
Pros:
- Expands the team's capabilities with external support
- Enables access to specialized expertise without incurring additional costs
Cons:
- Requires effective coordination and communication with external resources
- May face challenges in aligning external resources with SEO objectives
10. Increasing Team Visibility
To cultivate a culture of SEO within the organization, small teams should strive to increase visibility across different teams. Regular reporting, training sessions, and highlighting successful projects can help raise awareness of the team's contributions. Tailor training sessions to cater to different audiences, ensuring the content is relevant and valuable. By showcasing the value of SEO and its impact on key business metrics, small teams can garner recognition and support from other teams.
Pros:
- Increases awareness and understanding of SEO within the organization
- Fosters a collaborative and supportive work environment
Cons:
- Requires continuous efforts to maintain visibility and engagement
- Tailoring training to different audiences can be time-consuming
11. Planning for the Future
As SEO continues to evolve, small teams must adapt and plan for the future. While not every trend may be relevant or practical, having an essential understanding of emerging technologies or strategies is crucial. Stay informed about industry updates and developments to remain ahead of the curve. However, prioritize initiatives that align with the organization's goals and objectives, ensuring that your efforts drive tangible results.
Pros:
- Enables small teams to remain competitive and innovative
- Positions the team as forward-thinkers within the organization
Cons:
- Requires continuous learning and staying updated with industry trends
- May face challenges in prioritizing initiatives with limited resources
12. Conclusion
Building a strong SEO foundation within small teams in large organizations is a challenging but rewarding endeavor. By developing the 12 essential skills outlined in this article, small teams can overcome challenges and drive meaningful results. From building relationships and winning over key stakeholders to leveraging technical expertise and increasing team visibility, each skill contributes to creating a successful SEO ecosystem within the organization. Embrace these skills, adapt to changes, and continue striving for excellence to make a lasting impact on your brand's SEO performance.
Resources:
Highlights
- Small SEO teams in large organizations face unique challenges and require specific skills to succeed.
- Building relationships and winning over stakeholders are crucial for prioritizing SEO projects.
- Understanding the technical stack and developing technical SEO skills drive effective implementation.
- Aligning SEO projects with company goals and demonstrating value are essential for gaining support.
- Developing analytical skills and establishing an SEO process enhance reporting and implementation.
- Leveraging hidden resources, increasing team visibility, and planning for the future drive long-term success.
Frequently Asked Questions
Q: How do you prioritize SEO projects within a small team?
- A: Prioritize SEO projects by aligning them with company goals, focusing on high-impact initiatives, and demonstrating their value in terms of revenue or key performance metrics.
Q: How can small SEO teams gain support from engineers or developers?
- A: To win the support of the engineering team, speak their language, understand their craft, and involve them in finding solutions. Emphasize the desired outcomes rather than dictating specific implementation methods.
Q: What reporting metrics should small SEO teams focus on?
- A: Small teams should focus on metrics that align with the company's key performance indicators (KPIs) and business goals. This may vary depending on the company's focus, such as revenue, time spent on site, or conversions.
Q: Is mobile-friendliness or site security more important for SEO?
- A: Both mobile-friendliness and site security are critical for SEO success. However, if forced to choose, prioritize site security as it is essential for protecting user data and trust. That being said, mobile-friendliness has become increasingly important due to the rise of mobile usage.
Q: How can small teams keep up with emerging SEO trends?
- A: Small teams can stay updated by following industry blogs, attending conferences or webinars, and engaging with SEO communities. Prioritize trends that align with the company's goals and resources, ensuring maximum impact.
Q: Should small teams rely solely on internal resources or consider external support?
- A: Small teams can benefit from leveraging external support such as agencies, freelancers, or consultants. They bring specialized expertise, additional resources, and can offload certain tasks to focus on core objectives. However, it is crucial to effectively coordinate and align external resources with SEO objectives.
