How do you build an SEO team internally?

In today’s digital world, having a strong online presence is essential. It is no longer enough to just have a website; you must actively work to improve your online visibility. That’s where SEO comes in. In this article, I will guide you in building an in-house SEO team that can help you achieve your online goals.

Why you need an in-house SEO team

You may be wondering why you need an in-house SEO team. Can’t you just outsource this? While outsourcing SEO is an option, there are several advantages to having an in-house team. I’ll explain what these benefits are and why building an in-house SEO team can be a smart move for your business.


The benefits of having an in-house team

Having an in-house SEO team offers several advantages. First, you have complete control over your SEO strategy and implementation. Your team will be fully committed to your business and can respond quickly to changes in the market or within your organization. In addition, an internal team can work closely with other departments, such as marketing and sales, to ensure an integrated approach. In this section, I will elaborate on these and other benefits of having an in-house SEO team.

This introduction and headers form the basis for the beginning of your article and set the tone for a detailed and thoughtful explanation of the importance and benefits of having an in-house SEO team.

Building an in-house SEO team at a glance

Understanding what SEO is

SEO can seem overwhelming at first, especially if you are new to it. But don’t worry, I’m here to help you understand. In this section, we dive deep into exactly what SEO is and why it is so crucial to the success of your business.

What is SEO and why is it important for your business?

SEO stands for “Search Engine Optimization,” which in Dutch can be translated to “search engine optimization. It is the process of optimizing your website so that it is more findable in search engines such as Google. But why is this so important now? Imagine you have a physical store and no one knows where it is, how would customers find you? The same goes for your online presence. If your website is not optimized for search engines, you run the risk that potential customers won’t be able to find you, which can directly impact your sales and growth.

The basics of SEO you need to know

Now that you know what SEO is and why it’s important, let’s look at some of the basics you need to know:

  1. Keywords: These are the words or phrases that people type into search engines. By understanding which keywords are relevant to your business, you can tailor your content accordingly.
  2. On-page SEO: This refers to all the actions you can take on your website to optimize it, such as improving your content, meta titles and descriptions.
  3. Off-page SEO: This deals with actions outside your website, such as building backlinks from other websites to yours.
  4. Technical SEO: This has to do with the technical aspects of your website, such as its speed, mobile optimization and structure.

These are just a few of the many aspects of SEO. In the following sections, we will go into more detail on how to apply these principles and how to build an effective SEO strategy for your business.

Off-page SEO

Setting your SEO goals

Having a clear understanding of SEO is just the beginning. Now it’s time to define your SEO goals and understand how they fit within your company’s broader goals. In this section, I will guide you through setting your SEO goals and measuring your success.

Establishing your business goals and how SEO fits into them

Before you begin planning your SEO strategy, it is essential to understand your overall business goals. Want to increase brand awareness? Generate more leads? Or perhaps increase sales? Whatever your goals are, SEO can be a powerful tool to achieve them. I will show you how to align your business goals with your SEO efforts so that they work hand in hand to lead you to success.

Measuring success: which KPIs to track

One of the most challenging aspects of SEO is measuring success. How do you know if your efforts are paying off? That’s where Key Performance Indicators (KPIs) come in. KPIs are measurable values that you can use to assess the performance of your SEO efforts.


Some examples of KPIs include keyword position, number of visitors to your website, and conversion rate. In this section, I will help you understand which KPIs are most relevant to your goals and how to use them to track your progress and adjust your strategy as needed.

By clearly defining your SEO goals and understanding how to measure your success, you lay a solid foundation for your SEO efforts. This will not only help you stay focused, but will also help you continually evaluate and improve your efforts so you can achieve the results you envision.

Assembling your SEO team

Now that you’ve established your SEO goals and understand how to measure your success, it’s time to assemble your SEO team. An effective SEO team is like a well-oiled machine, with each component working seamlessly together to achieve the desired results.

In this section, I will guide you through identifying the different roles within an SEO team, finding and hiring the right talent, and making sure you have the necessary education and training.

The different roles within an SEO team

A successful SEO team consists of different roles, each with its own specialty and responsibilities. Here are some of the key roles you may want to consider:

  • SEO Manager: Responsible for overseeing the overall strategy and coordination of the team.
  • Content Specialist: Focuses on creating high-quality content that is optimized for search engines.
  • Technical SEO expert: Works on the technical aspects of your website, such as loading speed and mobile optimization.
  • Link building specialist: Focuses on building quality backlinks to your website.
  • Analyst: Analyzes data and measures the performance of your SEO efforts.

Finding and hiring the right talent

Finding and hiring the right talent is crucial to the success of your SEO team. You need people who not only have the technical skills, but also fit within the culture of your company. I’ll give you tips on where to find talent, how to interview, and what you can do to make sure you hire the right people.


Education and training: how to keep your team abreast of the latest trends

SEO is a constantly changing field, and it’s essential that your team stays abreast of the latest trends and best practices. This means that education and training must be an ongoing process. I will show you how to foster a culture of continuous learning, what resources you can use for training, and how to make sure your team is always up to date with the latest developments in the industry.

Assembling your SEO team is a careful process that requires attention and effort. By finding the right people, training them appropriately, and making sure they work together as a cohesive team, you lay the foundation for success in your SEO efforts.

Implementing SEO strategies

With your SEO team in place and your goals clearly defined, now is the time to implement your SEO strategies. This is where the rubber hits the road, and you begin to reap the benefits of all your preparatory work.

In this section, I will guide you in developing an effective SEO strategy, choosing the right tools and technologies, and collaborating with other departments within your company.

Developing an effective SEO strategy

An effective SEO strategy is more than just choosing the right keywords or building a few backlinks. It requires a holistic approach that encompasses all aspects of SEO, from content to technology. I’ll show you how to develop a strategy that aligns with your business goals, appeals to your target audience, and helps you rank higher in search engines.

Tools and technologies you can use

In the world of SEO, there are countless tools and technologies you can use to support your efforts. Whether you need keyword research, competitive analysis, or performance tracking, there is a tool that can help. I’ll introduce you to some of the most popular and effective tools, and show you how to use them to strengthen your SEO strategy.

Collaboration with other departments within your company

SEO is not an isolated effort; it must be integrated with other aspects of your business to be truly effective. This means collaborating with other departments, such as marketing, sales, and IT. I’ll show you how to foster this collaboration so that everyone is working on the same goal and your SEO efforts are reinforced by the rest of your organization.

Implementing your SEO strategies is an exciting phase where you put theory into practice and begin to see how your efforts translate into real results. By developing a well-thought-out strategy, using the right tools, and collaborating with other departments, you put yourself on the path to success in the world of search engine optimization.

Monitoring and adjusting your SEO efforts

SEO is not a one-time effort; it is an ongoing process that requires monitoring and adjustment. In this final part of our guide, I will show you how to monitor and adjust your SEO efforts to ensure you stay on track to achieve your goals.

Using analytics to track your progress

Measuring your progress is essential to understanding whether your SEO efforts are effective. Analytics tools provide insight into how your website is performing, where your traffic is coming from, and what content is resonating most with your audience. I’ll show you how to use these tools to track your progress and gain insights that can help you improve your strategy.

How to adjust your strategy based on results

SEO is a dynamic field, and what works today may not work tomorrow. Therefore, it is important to be flexible and adjust your strategy based on your results. I’ll show you how to use the data from your analytics to understand what works and what doesn’t, and how to adjust your strategy accordingly to improve your performance.


After exploring the many facets of building and managing an in-house SEO team, it’s time to summarize the key takeaways and look at the next steps. In this conclusion, I will reiterate the essential points we discussed and guide you in planning your future SEO efforts.

Key takeaways from building an in-house SEO team

Building an in-house SEO team is a complex but rewarding process. Here are some of the key takeaways:

  • Understanding SEO: Understanding the basics of SEO is the first step to success.
  • Goal setting and measurement: Setting clear goals and measuring your progress is essential.
  • Team building: Choosing the right people and roles is crucial to an effective team.
  • Strategy and implementation: A well-thought-out strategy and the right tools are key to effective implementation.
  • Monitoring and adaptation: Ongoing monitoring and willingness to adapt ensure continued success.

Next steps: how to move forward with your SEO efforts

With the knowledge and insights you now have, you are ready to take your SEO efforts to the next level. Here are some next steps to consider:

  • Keep learning: SEO is constantly changing, so stay on top of the latest trends and best practices.
  • Evaluate and optimize: Continue to evaluate your performance and make adjustments to your strategy if necessary.
  • Integrate with other efforts: Work with other departments to create an integrated marketing strategy.
  • Measure success: Keep tracking your KPIs to measure your success and understand where improvements can be made.

Building an in-house SEO team is an investment that, if done right, can bring significant benefits to your business. By following the principles and practices outlined in this article, you will be well on your way to creating an effective and successful SEO team that helps your business grow in the digital age.

Senior SEO-specialist

Ralf van Veen

Senior SEO-specialist
Five stars
My clients give me a 5.0 on Google out of 76 reviews

I have been working for 10 years as an independent SEO specialist for companies (in the Netherlands and abroad) that want to rank higher in Google in a sustainable manner. During this period I have consulted A-brands, set up large-scale international SEO campaigns and coached global development teams in the field of search engine optimization.

With this broad experience within SEO, I have developed the SEO course and helped hundreds of companies with improved findability in Google in a sustainable and transparent way. For this you can consult my portfolio, references and collaborations.

This article was originally published on 11 October 2023. The last update of this article was on 11 January 2024. The content of this page was written and approved by Ralf van Veen. Learn more about the creation of my articles in my editorial guidelines.