How to Structure a Small In-House SEO Team
We all want to rank on Google for our products and services; however, not everyone has the budget to build a full-scale in-house SEO team. (That’s why agencies like Greenlane exist to fill this gap – contact us if we can help.)
Like most things in life, good things take time. Get the ball rolling in 2025 by starting a small, scrappy team of dependable SEO specialists who can help you increase organic traffic, improve search engine rankings, and build brand authority.
Let’s talk about the structure we leverage here at Greenlane for our SEO team and why it’s also an ideal formula for creating a small in-house SEO team.
Key Roles in a Small In-House SEO Team
When creating a small SEO team, every new hire and human being needs to be carefully vetted and selected. The goal is to land top talent who can wear many hats and stay long-term.
Here are a few roles we find crucial when forming your SEO team:
SEO Manager
- Responsibilities: Developing strategies, coordinating the team, and communicating with other departments.
- Skills to Look For: Strong leadership abilities, expertise with analytics tools, and strategic planning.
- Salary Range: $78,000–$142,000/year*
SEO Specialists
- Responsibilities: Conducting keyword research, optimizing on-page content, and executing content strategies.
- Skills to Look For: Proficiency in SEO tools, adaptability to algorithm updates, and analytical skills.
- Salary Range: $53,000–$97,000/year*
Content Strategist
- Responsibilities: Creating and managing content strategies that align with SEO objectives.
- Skills to Look For: Creativity, understanding of user intent, and experience in content marketing.
- Salary Range: $73,000–$122,000/year*
Technical SEO Analyst
- Responsibilities: Conducting technical audits, optimizing site architecture, and addressing performance issues like site speed.
- Skills to Look For: Coding knowledge, familiarity with server configurations, and an eye for technical detail.
- Salary Range: $57,000–$99,000/year*
Nice-to-Have In-House SEO Team Roles
While these two roles aren’t always needed when starting an in-house SEO team, they are often added as the business grows.
SEO Director (Optional Role)
While having an overarching Director of Search may be too costly for businesses of certain sizes, a general overseer is a brilliant idea when creating an in-house PPC team. This way, each team has a resource above the Manager.
- Responsibilities: Setting long-term strategy, managing high-level goals, and ensuring alignment with business objectives.
- Skills to Look For: Visionary thinking, leadership, and deep industry expertise.
- Salary Range: $146,000-265,000/year*
SEO Data Analyst (Optional Role)
- Responsibilities: Analyzing performance metrics, generating reports, and identifying trends to inform strategy.
- Skills to Look For: Expertise in Google Analytics, data visualization, and ROI reporting.
- Salary Range: $57,000–$100,000/year*
Future Roles
As your team and business grow, you might consider expanding your SEO team with additional roles:
- Senior and Junior SEOs: Specialize tasks across experience levels.
- On- and Off-Site Specialists: Focused roles for backlinking or on-page optimization.
- Video SEO Specialist: Optimize video content for search visibility.
- Web Developer with SEO Expertise: Integrate SEO considerations into website design and development.
Summary of Minimum In-House SEO Team Roles and Salaries
| Role | Responsibilities | Salary Range |
|---|---|---|
| SEO Manager | Strategy, coordination | $78,000–$142,000/year |
| SEO Specialist | Keyword research, optimization | $53,000–$97,000/year |
| Content Strategist | Content alignment with goals | $73,000–$122,000/year |
| Technical SEO Analyst | Technical audits, site optimization | $57,000–$99,000/year |
Should You Build Your Own SEO Team Right Away?
Investing in an in-house SEO team is a big leap that requires careful consideration. For many businesses, starting with an agency can provide the expertise and cost efficiency needed to establish a strong SEO foundation.
Marketing agencies typically charge between $1,800 and $6,000 per month, or $21,600 to $72,000 annually, depending on the services provided and the agency’s expertise. In contrast, maintaining an internal marketing department can cost upwards of $200,000 per year. This is a significantly smaller investment than hiring a full in-house SEO team.
Ready to enhance your SEO strategy? Explore our SEO Services and contact us today to explore affordable and scalable solutions tailored to your business.
