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

• Overview
• What I Think
• Deep Dive: Restructuring the SEO Team
• 13-Step Action Plan for Building an Adaptable SEO Team
• Quick Solutions
• About Us

Overview

SEO in the age of AI requires a fresh perspective and an adaptable team structure. Through the right mix of talent and in-house innovation, businesses can empower their teams to excel in search.

What I Think

Adapting to changes in AI SEO requires a team that’s equipped to handle novel challenges. 

SEO teams today benefit from a diversified skill set, including proficiency in analytics, content strategy and technical SEO — all with the knowledge of how these contribute to staying visible in AI-powered search. 

In my experience, restructuring or upskilling an SEO team is absolutely required to remain competitive. 

Deep Dive: Restructuring the SEO Team to Stay Innovative

Here are some things to consider as you think about restructuring your SEO team.

Capabilities Assessment

Successfully restructuring an SEO team begins with assessing the current capabilities of the team and identifying any skills gaps. 

Evaluate each team members’ strengths and areas for improvement to clarify what skills are needed to be developed or brought in. 

This assessment should align with the company’s strategic goals to ensure that the SEO team ultimately contributes to overall growth. 

Needed Skills

When it comes to specific skills, technical SEO continues to be important in an era where search engines prioritize website performance and user friendliness.  

Then comes content strategy, which remains a cornerstone of SEO.

Creating compelling, people-first content that aligns with search intent and is optimized for AI-powered search is the key to achieving visibility in the search results.  

Quality Leadership

Leadership also plays a significant role in guiding an SEO team through these transformations. 

That’s why appointing a strategic SEO leader ensures that the SEO team is staying ahead of the curve. 

These leaders should foster a culture of innovation and cross-departmental collaboration to get SEO done. 

This is because integrating SEO efforts with marketing, IT and sales objectives helps to ensure SEO’s ROI.  

Advanced Tools

Finally, you’ll want to invest in advanced tools and technologies to enhance the SEO team’s capabilities. 

AI-powered tools can streamline workflows, make operations more efficient and offer data to make the best decisions on SEO strategies. 

Continuing Education

At the end of the day, building a resilient SEO team requires a commitment to continuous learning and adaptability. 

Provide continuous access to SEO training programs, workshops and certifications to keep teams on the cutting edge.

Then, encourage a mindset of innovation and plenty of experimentation to help the SEO program excel in this rapidly changing industry. 

13-Step Action Plan for Building an Adaptable SEO Team

Here are 13 ideas for restructuring the SEO team to perform in the era of AI:

1. Align SEO team goals with overarching business objectives.
2. Assess the current structure and capabilities of your SEO team to identify skill gaps and areas for improvement.
3. Define clear roles and responsibilities for each team member.
4. Appoint a strategic leader to oversee SEO initiatives.
5. When ready, recruit professionals with expertise in technical AI SEO, analytics and content strategy.
6. Provide training on AI tools and emerging SEO technologies.
7. Develop a content strategy that integrates AI and user-focused approaches.
8. Organize regular team meetings to review strategies and progress, and create a feedback loop for continuous improvement.
9. Foster cross-functional collaboration with other departments.
10. Encourage a culture of creativity and innovation, and schedule regular brainstorming sessions to generate new ideas..
11. Promote ongoing education through workshops and certifications, then share insights and best practices across departments.
12. Set up KPIs to measure the success of SEO initiatives.
13. Review and refine the team structure periodically.

Take the first step in restructuring your SEO team by partnering with the SEO experts at Bruce Clay Inc. 

Contact Us for Expert Guidance on AI SEO!

Quick Solutions

• 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?

About Us

Bruce Clay Inc. has been a trusted leader in SEO and digital marketing since 1996. We help businesses thrive by offering innovative strategies, expert consulting and industry-leading SEO training. Our commitment to excellence ensures that clients achieve their online goals. Learn more About Us.

Bruce Clay is founder and president of Bruce Clay Inc., a global digital marketing firm providing search engine optimization, pay-per-click, social media marketing, SEO-friendly web architecture, and SEO tools and education. Connect with him on LinkedIn or through the BruceClay.com website.

See Bruce's author page for links to connect on social media.