SEO Hiring Trends: How Brands Are Building Winning Teams for the Future

 

How do you plan for a future where search is moving faster than teams can adapt? 

As we head into 2026, the way businesses approach hiring SEO talent signals where competitive strategies are headed next.

In this article, I’ll highlight research data to show which SEO skills are in demand, how teams are being restructured and when outsourcing SEO talent makes the most sense. 

• How SEO Roles Are Evolving
• What Salaries Are SEO Jobs Commanding?
• The SEO Skills That Brands Are Searching For
• Are Brands Hiring Contractors and Agencies, Too?
• Final Thoughts
• Quick Solutions
• FAQ: How Do I Build a Strong In-House SEO Team?
• 12-Step Action Plan for Building a Strong SEO Team
• About Us

How SEO Roles Are Evolving

According to the 2025 Previsible State of SEO Jobs Report, 90% of open SEO job positions were with companies that had more than 250 employees. 

Just 10% of open roles were with companies smaller than 250 people, showing that larger organizations tend to invest more into in-house SEO talent.

The majority (59%) of open SEO positions were mid-level roles, highlighting how SEO continues to mature as a strategic function.

Are people still working remotely? According to the research, 45% percent of SEO jobs were on-site and 34% were remote. 

As the business world recovers from the overwhelming amount of remote jobs that gained traction after the pandemic, many are implementing return-to-work-policies.

Though higher paying jobs tend to require more in-person collaboration than lower paying jobs, according to the data.

And, larger organizations maintain more on-site positions overall.

Meanwhile, trending SEO job titles included many senior roles including “Director of SEO,” while SEO jobs related to content have experienced the steepest decline (a predictable outcome due to AI).

 

 

These trends give a glimpse into how brands are currently structuring their SEO departments. 

At the end of the day, senior roles are growing because brands need strategic leaders in the new era of search. 

At the same time, content roles are being cut as brands figure out the best way to integrate AI content into their programs. 

If you’re looking for a solution that helps your team adapt to these changes, check out:

How Do I Restructure My SEO Team to Lead in This New Era of AI and Search Innovation?

What Salaries Are SEO Jobs Commanding?

The salary range across SEO team members varies widely. 

At the bottom, SEO content positions averaged about $68,000 annually; at the top, the VP of SEO averaged about $192,000.

 

However, 40% of open SEO roles had salaries of $100,000 or higher, followed by 28% in the $75,000 to $99,999 range.

All in all, SEO professionals command salaries that are higher than the national average, the report states — even for the lowest paid positions in an SEO team:

The median salary for all open SEO positions throughout 2024 was $82,000, making work in the industry more lucrative than the 2024 average U.S. salary of $63,795 put out by the Social Security Administration.

 

The SEO Skills That Brands Are Searching For

What are the top skills that brands are looking for in an SEO role or team?

• AI skills. 
• Content marketing.
• Technical SEO.
• Data analytics.
• Stakeholder management.
• User interface.
• User experience.
• Link building.

 

When it came to AI skills, 21% of open SEO positions requested it, and that percentage was higher (56%) in jobs that fell within the $250,000 to $300,000 salary range.

For positions in the $100,000 to $150,000 range, 29% of job openings mentioned AI skills. That number was just 17% for the $50,000 to $100,000 range. 

According to the Marketing and Creative Salaries and Salary Trends report by Robert Half, 78% of marketing leaders usually offer higher salaries for specialized skills than to those without them in the same role.

As for education requirements in SEO, formal degrees matter less than skills. 

The majority of brands don’t require any type of degree for an SEO job, according to the Previsible report, while 33% of jobs require a bachelor’s degree and just 2% require a master’s.

 

All in all, brands seem to be seeking a mix of traditional SEO expertise along with the knowledge of emerging technologies like AI. 

This is complemented by the need for talent who can strategically bring it all together for more powerful SEO programs. 

So, how do you attract and retain top SEO talent in this competitive market? See:

 

How Do I Attract SEO Talent When Competitive Salaries Are Rising Across Industries?

Are Brands Hiring Contractors and Agencies, Too? 

The Robert Half data (linked earlier) found that when budgets don’t allow hiring for new permanent roles, many brands outsource. 

This helps “close skills gaps and manage heavy workloads, and to serve as a trial period for potential future hires,” the report says. 

According to another report by Robert Half — the 2025 Marketing and Creative Job Market Outlook — 77% of marketing and creative leaders say they’re increasing their use of contract talent.

The top benefits cited for outsourcing talent include:

• Access to specialized skills or experience.
• Flexibility in scaling the workforce.
• Cost savings compared with hiring permanent employees.
• Faster time to staff critical roles.

The SageFrog 2026 B2B Marketing Mix Report builds on this data, showing that 35% of B2B brands use an in-house/agency hybrid approach to marketing.

B2B brands outsource for a variety of reasons, according to the report, including limited internal bandwidth, faster execution and lack of specialized expertise.

 

The report lists the top benefits cited for B2Bs outsourcing to an agency:

1. Faster campaign launch and turnaround.
2. More cost-effective than a full internal team.
3. Easy to scale marketing up or down.

 

 

B2B brands also report that outsourcing meets their objectives the majority of the time. 

This is why SEO success in 2026 won’t rely solely on who you hire internally but on how you strategically combine in-house expertise with external talent. 

Hybrid models such as this are becoming the new standard for competitive growth.

If you’re thinking about a hybrid solution that lets your team stay flexible while scaling SEO efforts, read:

 

How Do I Determine When Outsourcing Is the Right Choice for My SEO Needs?

Final Thoughts

The SEO job market continues to evolve in step with industry changes. 

Brands that approach hiring strategically are setting themselves up for greater efficiency, innovation and market share in the years ahead. 

As technology takes on more of an executional role, human creativity, judgment and leadership become the differentiators. 

The next step is building teams that view SEO as a strategic business initiative, and that can adapt quickly as search undergoes majorly disruptive changes. 

Ready to build a powerful SEO team?

Contact Us to Partner with Seasoned SEO Experts!

Quick Solutions

• How Do I Restructure My SEO Team to Lead in This New Era of AI and Search Innovation?
• How Do I Attract SEO Talent When Competitive Salaries Are Rising Across Industries?
• How Do I Determine When Outsourcing Is the Right Choice for My SEO Needs?

FAQ: How Do I Build a Strong In-House SEO Team?

Building a strong in-house SEO team is critical for businesses that want to compete in today’s search results. 

The process begins with clearly defining the goals and objectives of the business, ensuring SEO aligns with the business strategy. 

This clarity helps identify the specific roles and expertise required within the SEO team, such as technical SEO specialists, content strategists and data analysts and SEO leadership. 

Once the roles are defined, the next step is to recruit individuals who have the necessary technical skills, and also have soft skills such as adaptability, creativity and the ability to collaborate effectively with other departments.

Recruitment should focus on finding candidates who have a proven track record in SEO and are familiar with the latest tools and technologies. 

It’s also important to assess their ability to stay updated with industry trends and adapt to changes in search. 

Once you’ve hired the right people, providing ongoing training and professional development helps keep the team at the forefront of the industry. 

This could include things like attending SEO conferences, participating in webinars, or obtaining certifications in SEO training.

Establishing a culture of collaboration and innovation is vital for in-house SEO success. 

Encourage cross-department collaboration, open communication and regular brainstorming sessions to think of new ways of getting SEO done. 

A supportive and motivating work environment helps ensure that team members remain engaged and committed to achieving the company’s SEO goals. 

That’s why recognizing and rewarding their contributions, providing constructive feedback and creating opportunities for career growth will help you retain top SEO talent.

12-Step Action Plan for Building a Strong SEO Team

Here are 12 steps to building a strong SEO team that produces results:

1. Define the business objectives that the SEO team will support, then align the team’s efforts with the company’s overall marketing strategy.
2. Pinpoint the roles and expertise needed for your SEO team, and then have detailed job descriptions for each role.
3. Launch a recruitment campaign targeting skilled SEO professionals, being sure to evaluate candidates based on their technical skills and also the cultural fit.
4. Onboard new team members with a comprehensive orientation. 
5. Identify the specific goals and KPIs for the SEO team.
6. Establish clear communication channels within the team while creating a collaborative environment that encourages idea sharing.
7. Collaborate with other departments to integrate SEO with broader marketing efforts.
8. Encourage innovation and experimentation with new SEO techniques.
9. Foster a culture of continuous improvement and learning by setting up a system for ongoing training and professional development.
10. Schedule regular team meetings to review progress and strategies, and be sure to recognize and reward team achievements while giving constructive feedback to help team members grow.
11. Stay updated on industry trends and algorithm changes.
12. Be sure to periodically reassess the team structure to ensure it’s aligned with the business and marketing needs.

About Us

Bruce Clay Inc. has been a leader in the SEO and digital marketing industry since 1996. Our team of experts is dedicated to helping businesses achieve their online goals through innovative strategies and proven techniques. We offer a range of services, including SEO training, consulting and tools to empower businesses to succeed in a changing search landscape. Learn more about our history and expertise on our About Us page.