Section 1: Team structure
How is the greater team structured and resourced, and where does SEO product management fit into the picture?
Our takeway
"The way SEO is nested within org structures is still fluid because it’s such a hybrid discipline. Meanwhile, SEO Product Management work remains something that many grow into - out of necessity or opportunity - often learning as they go versus receiving formal training. It’s a reflection that while we’ve come a long way, brands are still grappling with how and where it makes the most sense to implement their programs."
Heather Kaeowichien • Director of Product Management
Question 1
Which best describes your industry?
No matter the company size or industry, the need to adapt to will determine organic health moving forward. Companies with established SEO teams are better positioned to respond quickly to these changes and deliver sustainable organic growth, especially the ones that leverage a product mindset.
Glen McMurry · Director, SEO — Upwork
Question 2
Where is your role focused?
Question 3
At what level of the team structure is your role?
Question 4
Are you responsible for any SEO Product Management work?
SEO Product Management is clearly happening — just not always on purpose. The majority of respondents are doing the work without the title, training, or org alignment. With only 17% seated in Product, it’s no surprise that SEO often struggles to influence roadmaps. Until org structures and career paths catch up, SEO PM will continue to be a function people back into, rather than grow into.
Mihir Naik · Senior Product Manager, SEO — Loblaws
Question 5
How were you trained on SEO PM work?
Question 6
How comfortable are you with SEO Product Management responsibilities?
Question 7
How many employees are at your company?
This is not what I expected, because I'd think an SEO PM is more common in the 1k+ employees mark. My experience at smaller companies has been that there's usually just headcount for one SEO who does all the things and is typically focused on either content or technical SEO.
Debbie Chew · SEO Manager — Stripe
Question 8
How many team members are focused solely on SEO?
Question 9
How many brands or domains does your SEO team support?
Question 10
Where is your SEO team in the company structure?
I’ve reported into both Product and Marketing as the SEO leader for multiple enterprise organizations. Product gives you more engineering attention and fewer “SEO it later” headaches. Marketing still tends to oversimplify SEO as a performance channel, not the full discipline. Setting up SEO as a shared service or true center of excellence is the best way to build advocacy across a large organization.
Renee Girard · Director of SEO — Whitepages
Question 11
How many engineers support your organization?
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→ Section 1: Team structure