If you want your business to grow online, bringing SEO in-house can make a real difference. An in-house SEO specialist becomes part of your team, focused on your unique goals every day. They listen to your ideas, see what’s working, and catch problems early. When you hire someone for this, the process takes time and real thought. You need to be specific about what you want, how much experience the person should have, what skills matter right now, and what will matter later.
A lot of people underestimate what goes into hiring for SEO. Sure, there are plenty of resumes out there with the right keywords. But finding someone who can communicate, test theories, and work with different teams? That’s actually pretty tough. I’ll walk you through what really works if you’re searching for the right person.
Start With Clear Goals and Priorities
Hiring makes sense only when you know what success should look like. Maybe you need someone to grow organic traffic. Maybe you’re after higher rankings for specific search terms. Or, maybe you just need to fix technical issues blocking your pages from showing up. The person you hire needs to match your actual needs – not just a list of buzzwords or certifications on a LinkedIn profile.
You need more than a resume full of industry jargon. Find someone who is truly curious and motivated to solve your specific problems.
Think about these questions before you begin the hiring process:
- Do you have consistent content creation, or are you just starting?
- Do you need someone to build from scratch, or to come in and improve what already works?
- Is SEO mostly technical for your site, or does it depend more on content?
Define What Success Looks Like
No one can hit a target if it keeps moving. Make goals that everyone agrees on. For example, if your goal is lead generation, how much of that will come from organic search? Or if you are focusing on content visibility, which pieces are most important to your business right now? This may sound basic, but it gets missed a lot.
Create a Strong Job Description
Once you know what you expect, turn it into a job description that reflects your business, not a generic SEO checklist. I think it’s a mistake to copy job posts from bigger brands without adjusting for your size, style, or budget. Include details:
- Main responsibilities: daily and long-term.
- Technical requirements: for example, are you on WordPress or Shopify?
- Content skills: do you need someone who can edit, write, or manage writers?
- Your main SEO tools: Semrush, Moz, Screaming Frog… or are you open to what they use?
- Reporting style: some people love dashboards; others focus on weekly meetings. Be clear.
Transparency is better than making the job sound bigger or easier than it is.
Here's a quick example of how a job description could look. Tweak this to fit your needs.
| Responsibility | Details |
|---|---|
| Monitor Keyword Rankings | Track and report changes, recommend next steps. |
| Fix Technical SEO Issues | Audit site for errors; communicate fixes to dev team. |
| Content Planning and Review | Help plan content, work with writers, review drafts. |
| Competitor Research | Identify what works for others and apply insights. |
| Performance Reporting | Create simple reports for management review. |
Choose the Right Channel to Find Candidates
You could post on job boards, but not all work equally well for SEO roles. Places like LinkedIn and Indeed cover more people, but smaller SEO-focused boards (like SEOjobs.com or specialty Slack groups) sometimes have better matches.
- If you have a brand that's growing fast, promoting the role through your own site or social media can draw people who already care about what you do.
- Recruiters who know digital marketing can speed things up, but you need to be clear about your requirements.
- Employee referrals sometimes work, but only if your current staff understands what makes an SEO hire successful.
Should You Use a Headhunter?
Headhunters often know where the experienced candidates are hiding, but they add cost and not everyone can afford that. In my experience, if this is your first SEO hire, it often works better if you see what comes in through job boards first.
Screen Applicants Carefully
Not every SEO specialist is the same. Some are great with technical audits, some are best at content, and others really focus on links. You often get people who say they have done everything, but when you dig deeper, their knowledge has gaps.
- Look deeper than buzzwords. Ask for proof or specific examples.
- Check their past work with actual sites, not just in theory.
- Request references who managed their SEO work directly.
- If someone claims to have huge traffic wins, ask if they can show analytics screenshots (with sensitive data blurred, of course).
Vague stories are a red flag. Real SEO wins come with details and lessons learned.
A quick call or Zoom meeting often reveals much more than endless email or messages. See how they talk about problems, how they explain a solution, and if they can demonstrate clear thinking.
Sample Screening Questions
Here are some questions I often use:
- What do you think is the most important Google ranking factor right now, and how did you learn that?
- How do you handle a drop in organic traffic?
- Can you share an example where a project did not work? What would you do differently?
- Which SEO tool do you prefer, and why?
If someone cannot answer these in a specific way, it’s worth looking for someone else.
Test Their Skills With Realistic Exercises
You might be tempted to hire based on interview answers. Sometimes that works. But, if you want the best fit, ask them to solve a real problem your business faces. Short paid assignments show how someone thinks and communicates.
- Send a section of your site and ask for a mini audit (what is broken, what to fix first).
- Invite them to suggest three priority keywords and a top content idea for next quarter.
- Ask for a plan to address slow page load speeds on your main pages.
Watch for practical advice. If someone just repeats outdated tactics or generic advice, that is usually a bad sign. Creativity matters, but you probably want someone who can back up their choices with evidence.
Consider Cultural and Communication Fit
SEO work does not happen in isolation. Your new hire will need to talk to content creators, developers, managers, and maybe outside partners, too. Listen for curiosity and patience. Watch for people who can explain technical points in plain English.
If your company works fast or in a unique way, be direct about this. Some people are used to bigger teams or slower processes. Others love a startup feel. Each style attracts a different personality.
It's not always the smartest candidate who is the best fit. Sometimes it's the one who listens best, adapts, and asks the right questions.
Talk Compensation and Growth Early
SEO specialists know what their work is worth. Good ones have options. It usually makes sense to share your rough compensation range up front instead of waiting for later interviews. It saves time for everyone.
Think about what else you offer besides salary. Some people want flexible days or remote work. Others care more about career growth and training. If you’re a small business, maybe you offer chances to experiment, or access to interesting projects.
A quick summary of what to consider:
| Element | What to Consider |
|---|---|
| Base Salary | Look at average pay for your region and skill set. Check Glassdoor or salary.com for reference. |
| Benefits | Healthcare, paid time off, retirement, and any extra perks you can share. |
| Flexible Work | Remote options, flexible hours, or part-time possibilities. |
| Growth | Will this person build a team? Will they have a coach or mentor, or access to new tools? |
Close Strong With an Offer Letter
If someone stands out, don’t wait. Make the offer quickly and keep things simple. Detail salary, start date, vacation, and important expectations or non-competes. Be honest about what life is like at your company because if someone leaves quickly, you have to start again.
It never hurts to offer support during onboarding. If your processes are new or less formal, say so. Invite questions.
Set Up for Success After Hiring
Hiring does not end at signing the contract. The first weeks matter most. Set up weekly check-ins, share business goals, and introduce your SEO hire to the team, so questions are answered early.
- Give access to all important tools, analytics, and site logins on day one.
- Let them see reports or goals from previous months (unless they are completely new to SEO).
- Ask for feedback calmly. If your new hire feels comfortable, they’re more likely to spot opportunities or call out setbacks in time to make a difference.
Potential Mistakes to Avoid
It's easy to chase after the person with the fanciest resume or the biggest talk. But sometimes the right fit is quieter, more methodical, and less flashy. Look for real results, not just promises.
- Don't rush. A slow process is usually less costly than hiring the wrong person quickly.
- Try not to ignore cultural fit; it often matters as much as technical skill in the long run.
- Avoid letting meetings drag on. Take notes, compare feedback, and stay organized with candidate scoring.
- Watch out for candidates who promise instant results. SEO takes time, and big jumps overnight are rare.
Sample Timeline for Hiring
| Step | Time Required |
|---|---|
| Define Needs and Draft Job Post | 1 to 2 weeks |
| Post Job and Collect Applicants | 2 weeks |
| Screen Resumes and Conduct Initial Calls | 1 week |
| Test and Second Interviews | 1 week |
| Check References and Finalize Offer | 1 week |
So, all in, expect four to six weeks for a thorough process. Sometimes faster, sometimes longer ; if you want someone good, it rarely happens in a few days.
Finishing Thoughts
Hiring an in-house SEO person is a real commitment. Make it with your eyes open. Take your time to define what you need, write a clear job description, and go beyond surface answers. Watch for evidence of curiosity, communication, and honest results. It is better to wait a little longer and hire someone who fits than to rush and regret it in a few months.
Your company's online growth depends on people who are not just skilled, but also able to work with your team and adapt as search engines change. If you make space for the right person, listen to their ideas, and give them the tools to learn, you will see stronger results ; and fewer headaches ; all around.
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