Building An International SEO Team
How can you scale your SEO team across borders without losing your mind?
Search engine optimization is lucrative — an industry worth over $80 billion — but this also means it’s highly competitive.
Seeking a full-time in-house search extraordinaire to boost your brand? Seeking new SEO recruits?
You want the best of the best.
And then what’s the best way to get them?
Go global.
Let’s face it: most of the time, the best person for the job isn’t the bloke who lives around the corner from your HQ.
Sure, if you’re lucky enough to run your business from one of the world’s major tech hubs — London, Singapore, or Tokyo, for example — you’re unlikely to have much trouble sourcing a team of SEO whizzkids in a snap, but for the majority of brands, this isn’t the case.
Fortunately, the rise of remote work and the growing popularity of EOR services means it’s now entirely feasible for even the most modestly-sized companies to hire internationally, taking their pick from the creme de la creme of SEO talent.
Want in? Not sure where to begin? Read on…
Know your goals
Before you start scouring the globe for SEO talent, you’ve got to have a game plan.
SEO isn’t just about picking a few keywords and haphazardly inserting them where you can, oh no…
It requires all sorts of skills — from understanding technical optimization to strategic knowhow, link-building expertise, and the ability to think analytically.
For some of these skill sets, try to figure out which gaps need plugging.
Do you need someone able to dive into the intricacies of site speed and crawl budgets? Or are you looking for a creative content strategist who can craft keyword-rich blogs that resonate across cultures?
A well-defined job description is key here.
Be specific about your objectives, the tools your team uses, and the metrics you’ll use to measure success.
This clarity will not only help you identify the right candidates but also attract professionals who are aligned with your goals.
Additionally, consider whether you need one generalist or several specialists.
A small business might thrive with a jack-of-all-trades SEO expert, while larger organizations or agencies often require a diverse team of specialists.
Use global job platforms
Once you’ve mapped out your needs, it’s time to cast your net wide. Thanks to globalization, there’s a wealth of online platforms dedicated to connecting employers with top international talent.
Sites like Upwork, Toptal, and We Work Remotely are fantastic places to start.
These platforms are particularly valuable if you’re seeking freelance or contract-based SEO experts.
For full-time hires, look beyond traditional job boards like LinkedIn.
Region-specific platforms like Glassdoor India or JobStreet in Southeast Asia can help you tap into local talent pools that may not be as saturated as those in your home market.
Don’t underestimate the power of niche SEO communities, either. Platforms like Moz Q&A, SEO Chat, and even Reddit’s r/SEO can be unexpected goldmines for finding passionate experts (as well as a few brilliant jokes!)
But of course, if you’re building an international team, you’ll also need to play by the rules.
Hiring an overseas employee isn’t quite as simple as recruiting domestically, but you can use an employer of record (EOR) to handle all the legal and administrative responsibilities of hiring abroad — meaning a London-based company, for example, could seamlessly (and compliantly) hire in the ‘Big Apple’ using a New York employer of record.
Embrace cultural diversity
Different countries often have different approaches to SEO based on search engine preferences, internet usage patterns, and consumer behavior.
For instance, while Google dominates globally, countries like China and Russia rely heavily on Baidu and Yandex, respectively.
Hiring professionals with deep knowledge of these markets can give you a competitive edge if you’re targeting those regions.
That said, managing cultural differences requires intentionality.
Language barriers, varying work styles, and time zone differences can be hurdles, but they’re far from insurmountable.
Prioritize skills over location
It can be tempting to focus on candidates in specific regions due to perceived cost benefits or proximity to target markets.
While cost is an important factor, prioritizing skills and experience will always yield better results in the long run.
Remember, SEO isn’t a one-size-fits-all discipline.
The algorithms governing search engines are constantly evolving, and strategies that worked last year might be obsolete today.
Look for candidates who demonstrate adaptability, a commitment to ongoing education, and a track record of delivering results in competitive niches.
During interviews, ask candidates to walk you through past projects or solve a real-world problem relevant to your business.
This not only tests their technical skills but also gives you insight into their problem-solving approach and creativity — Just remember to compensate them if they solve a genuine issue within your company (whether you hire them or not)!
Build a strong onboarding and collaboration framework
Hiring the right people is only half the battle. You need to create an environment where they can thrive.
This starts with a robust onboarding process that equips new hires with a deep understanding of your brand, goals, and workflows.
Invest in tools that enable seamless collaboration across time zones.
For example, shared drives like Google Workspace, project management platforms like Monday.com, and video conferencing tools like Zoom are essential for maintaining alignment and transparency.
Regular check-ins are also crucial. Schedule weekly or bi-weekly meetings to review progress, address challenges, and ensure everyone feels connected.
And don’t underestimate the value of team-building activities. Even simple virtual games or celebrating milestones together can go a long way in building camaraderie.
Consider Hiring an SEO Agency for Specialized Tasks
If managing an international SEO team or hiring freelancers feels overwhelming, partnering with an experienced SEO agency can be a game-changer.
These agencies specialize in specific tasks like keyword research, content optimization, or link-building, often providing access to a team of seasoned experts who stay updated on the latest industry trends and tools.
By outsourcing key SEO functions to a reputable agency, you can leverage their expertise without the administrative and operational complexities of managing an in-house team.
This approach is particularly beneficial for smaller businesses or those expanding into new markets that require specialized knowledge or localized SEO strategies.
For instance, Seeker Digital is a leading SEO agency renowned for its expertise in comprehensive SEO strategies, including high-quality link-building services.
When choosing an SEO agency, it’s essential to review their track record, client testimonials, and the scalability of their services to ensure alignment with your business objectives.
A well-chosen agency can be a strategic investment, providing consistent, long-term SEO success without the complexities and overhead costs of in-house hiring.
Onboard with videos
Onboarding is your first opportunity to set the tone for a new hire’s experience, especially in an international team.
A smooth and welcoming process ensures your SEO expert feels valued, engaged, and ready to hit the ground running.
Using video as part of your onboarding strategy can make this process both impactful and efficient.
Why video works:
- Human connection: Personalized welcome videos from leadership or teammates help bridge the gap of physical distance and create a sense of belonging.
- Clarity: Pre-recorded tutorials or live video walkthroughs simplify complex SEO tools and workflows, providing an easily revisitable resource.
- Showcasing culture: Videos highlighting your team in action and sharing company values make your organization’s culture tangible for remote hires.
Breadnbeyond is an animated explainer video company that brings authenticity and high quality to the table.
We specialize in crafting engaging animated explainer videos that can elevate your marketing campaigns.
Check out our portfolios to see examples of our creativity, or reach out to us with any questions you have.
Also, we have free marketing resources to help you stay ahead in the dynamic industry. Check it out here!
