TL;DR: What Skills Should You Look for When Hiring an SEO Manager?
The best SEO managers combine hard skills (technical SEO, analytics, content strategy, tool expertise) with soft skills (communication, leadership, adaptability).
Together, these skills allow them to manage teams, retain clients, and align SEO with business goals, making them one of the most impactful hires an agency can make.
What Skills Should You Look for When Hiring an SEO Manager?
Hiring the right SEO manager can be a game-changer for your agency or business. They don’t just manage SEO, they balance client expectations, team performance, and business growth.
A top-notch SEO manager understands the mechanics of SEO while integrating it into broader marketing and business goals. The ROI of this hire is felt in stronger client relationships, improved team efficiency, and measurable growth.
But what exactly should you look for? Let’s break it down.
Why Are Hard Skills Important for SEO Managers?
Hard skills form the technical foundation of an SEO manager’s role.
Without them, even the best communicator will struggle to drive results.
1. Experience and Technical Proficiency
A strong SEO manager should have a track record of managing campaigns end-to-end. Look for:
Technical SEO knowledge: auditing, crawling, indexing, site architecture, schema markup, Core Web Vitals, and HTML/CSS basics.
Keyword research & competitor analysis: proficiency with Google Keyword Planner, Ahrefs, SEMrush, and Moz to find opportunities and close keyword gaps.
2. Analytics and Reporting Skills
SEO lives and dies by data. A good manager should be comfortable with:
Google Analytics & Search Console for traffic, rankings, and user behavior.
Monthly reporting that translates data into meaningful business insights.
3. Content Strategy and Optimization
SEO is as much about storytelling as it is about strategy.
Understands SERPs and user intent.
Optimises titles, meta descriptions, and URLs.
Collaborates with content teams to align strategy with demand.
4. Tools and Software Proficiency
Look for familiarity with:
Ahrefs, SEMrush, Screaming Frog.
Excel for analysis.
A/B testing tools like Google Optimize or VWO for CRO.
Which Soft Skills Separate Great SEO Managers from the Rest?
While technical skills get you in the door, soft skills build trust, communication, and leadership.
As Maddie Shepherd, Director of SEO at CBS News, puts it:
“Make it clear and diagnose whether something’s a technical error or an algorithm update, then communicate that… even if the game plan is a year long, showing you’ll fix it builds trust.”
1. Communication Skills
Great SEO managers translate technical jargon into actionable business insights. They set clear expectations, keep stakeholders updated, and ensure clients feel supported.
2. Leadership and Team Management
An effective manager mentors junior SEOs, sets performance goals, and builds a culture of accountability while keeping morale high.
3. Adaptability and Creativity
With constant algorithm updates, adaptability is essential. Strong managers pivot strategies quickly while keeping the big picture in mind.
What’s the ROI of Hiring the Right SEO Manager?
A well-rounded SEO manager blends technical expertise with strategic oversight. They:
Streamline workloads.
Build stronger client relationships.
Mentor and grow your team.
Keep your agency ahead of SEO shifts.
Simply put, the right hire can elevate your brand’s visibility and long-term growth trajectory.
FAQs About Hiring an SEO Manager
When is the right time to hire an SEO manager?
You should consider hiring when your team is overwhelmed with workload, client demands are growing, or you’re ready to scale operations.
What hard skills are essential for an SEO manager?
Technical SEO expertise, keyword research, analytics/reporting, content strategy, and proficiency with tools like Ahrefs, SEMrush, and Screaming Frog.
What soft skills matter most in an SEO manager?
Communication, leadership, adaptability, creativity, and the ability to align SEO with business goals.
Should an SEO manager have client-facing experience?
Yes, strong SEO managers act as a bridge between technical teams and clients, ensuring expectations are met and relationships are maintained.
How do SEO managers support business growth?
They streamline operations, improve team efficiency, craft scalable SEO strategies, and align SEO initiatives with company goals for long-term ROI.
What’s the ROI of hiring an SEO manager?
A strong manager reduces bottlenecks, improves retention, mentors talent, and helps scale operations, often resulting in faster growth and higher client satisfaction.
