Maximizing the potential and value of your SEO team

Wondering how best to invest in your SEO talent? Columnist Bobby Lyons shares his management philosophy based on his experience as an in-house SEO director at a major brand.


The complexity of working an SEO program has grown exponentially over the years, creating both challenges and opportunities for search marketers.

SEO professionals today cannot simply rely on their marketing skills to drive a program. User experience, front-end development and data analysis skills are essential for success today. Honing these skills as part of your professional development can pay dividends, both for yourself and your employer.

Managing SEO programs requires that we not only drive SEO results, but we must also drive growth opportunities for our teams. Growth opportunities and career progression are core concerns for employees. Investing in the growth of our personnel allows for driving significantly more impact across the organization.

Laura Dillon, a senior analyst on our Walgreens team, is a prime example of how SEO expertise can be leveraged to build stronger relationships with internal customers while driving value for the company. In addition to her SEO responsibilities, Laura owns the SEO contribution to site internal search.

Internal search for many websites is a key interaction and discovery tool for the consumer, but it requires management. SEO professionals understand at a deep level how a term search creates an experience path for the customer — and that path can be enhanced.

Laura works with the product, merchandising and IT teams to improve the search experience by providing trend analysis, developing strategies for holidays, working null results and improving site messaging.

Exposing partners in the organization to the value of our SEO teams builds support for our SEO initiatives. In addition, the exposure reinforces the strategy of driving SEO through experience gap analysis and an understanding of the customer’s intent.


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