Search Marketing Blog


My Thoughts On The Ideal SEM Team

Here at EngineWorks, we are all about optimization! And, I’m not just talking about our clients’ Web sites. We also continuously strive to optimize the structure of our talented search marketing fulfillment team.

It’s important for professional Search Engine Marketing companies to maintain an ideal company structure to effectively integrate new campaigns into their fulfillment department, to rapidly achieve and exceed client performance goals, and to accommodate the expansion of their client roster and employee base (all while maintaining profitability).

To accomplish this, you must clearly define the skills and responsibilities of each position. I perceive that the following structure represents an ideal fulfillment department for accomplishing the mission critical tasks above.

  1. Director of Operations - This individual is ultimately responsible for the delivery and performance of all campaigns. The Director of Operations must have a wide-range of skills including workflow management, process development, project management, quality control, management skills, client service experience, and of course, a thorough understanding of search engine marketing.
  2. Director of Search Engine Optimization - As the head of the SEO team, the Director of SEO is primarily responsible for the performance of all SEO campaigns. In addition, this individual is tasked with campaign strategy, management of SEO Specialists, management of Social Media Marketing Specialists, regular communication with clients, monthly reporting, and education of the team. This individual must have extensive ‘real-world’ SEO experience. In addition, the Director of SEO must be an expert in usability, information architecture theory, as well as, technical issues (HTML, CSS, server configuration, etc.).
  3. Search Engine Optimization Specialists - The SEO Specialists are responsible for the fulfillment of each campaign assigned to them. This requires expertise in keyword research, competitive analysis, campaign reporting, link building (both traditional and through Social Media Marketing), information architecture, usability, HTML, CSS, and analytics. Copywriting skills are extremely important as well.
  4. Social Media Marketing Specialists - These team members are responsible for all Social Media campaigns including social networking, linkbaiting, community development, blogging, micro-blogging, online reputation monitoring, online reputation management, optimized press releases, and profile development. SMM Specialists must have a thorough understanding of how to improve organic ranking, generate traffic, and improve brand awareness by leveraging social media. Again, copywriting skills are very important, as well as, communication skills.
  5. Director of Paid Search Marketing - As leader of the Paid Search department, this key individual is responsible for the strategy and fulfillment of all Paid Search campaigns, team management, on-going education, client communication, spend cap management, and reporting (monthly, weekly, and/or daily). The Director of Paid Search must be an expert in actively managing challenging campaigns, using 3rd party bid management tools, A/B testing, multi-variate testing, and landing page analysis.
  6. Paid Search Marketing Specialists - The Paid Search Marketing Specialists are responsible for all Paid Search campaigns assigned to them. They must be proficient in keyword research, all PPC platforms, A/B testing, multi-variate testing, landing page analysis, and data visualization. An understanding of usability theory and campaign success metrics are important as well.
  7. Director of Client Services - This individual is the liaison between the client and the fulfillment department. The Director of Client Services is responsible for ensuring client success and satisfaction. Specifically, the individual in this position manages the campaign launch process, campaign time-line, call frequency schedule, internal campaign communication, general project management, and on-going client relationship building. Communication skills are a must, and search engine marketing knowledge goes without saying.
  8. Copywriters - The copywriting team’s responsibility is to support the SEO, SMM, and PCC departments copywriting needs. They must be communication and writing experts with a thorough understanding of the challenges of writing content for the Web. Ideally these team members are actively involved in social media communities, and also have a solid understanding of all facets of SEM.
  9. Tracking/Reporting Specialist - This individual is responsible for the set-up and installation of all campaign analytics and reporting. Programming, communication, and analytics skills are a must.

That’s it. This is my take on the ideal search engine marketing team. What’s yours?

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4 Responses to “My Thoughts On The Ideal SEM Team”

  • Sue Massey 05.29.2008 at 12:00 pm

    Nice site. There

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  • Brian Carter 06.16.2008 at 3:17 pm

    Very interesting- can you put that into a diagram? Seriously! :-) We’re building our SEM dept. now and have put a fair amt of thought into the possible structures. Thanks!

  • Tom Hale 06.17.2008 at 12:25 pm

    Do you find that the PPC strategic (market analysis) and the PPC technical (bid software, multi-variate testing) hats rest easily on the same head?

    I have found that rare in the extreme.

    Marketing and technik mindsets just do not think alike.

    Your “Paid Search Marketing Specialists” seems to wear both hats. Both a consumer of, and a generator of, data.

    -T


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