How to Solve In-House SEO Team Issues: Skill, Will, and Execution
If your in-house SEO team isn’t delivering results, you’re not alone. One of the most common challenges CMOs face is this: Their SEO team isn’t executing tasks. Whether it’s uncompleted projects, missed deadlines, or underwhelming performance, the issue often boils down to two critical factors: Skill and Will. Let’s break these down and explore how to address them.
Skill: The Missing Expertise
Sometimes, the issue is a lack of expertise. Your SEO team may not have the necessary skills to execute the tasks required of them—even the ones outlined in their job description.
How does this happen? Somehow, they made it through the hiring process without being properly vetted for their capabilities. This is especially common when the hiring manager doesn’t have SEO expertise themselves.
Signs of a skill issue include:
- Repeated errors in technical SEO audits.
- Content strategies that don’t align with SEO best practices.
- Inability to provide data-driven recommendations.
Will: The Lack of Motivation
Other times, the issue isn’t skill—it’s motivation. Your SEO team might have the expertise but lack the will to get the job done.
This can stem from:
- Boredom with repetitive tasks.
- Distractions from freelance or side gigs.
- A lack of accountability or clear expectations.
Whatever the reason, the result is the same: tasks aren’t being executed, and your SEO performance suffers.
Why This Happens
I’ve been in SEO for over 10 years, and I can tell you from experience that hiring skilled, motivated SEOs is one of the hardest parts of the job. Even with rigorous hiring processes—including paid test projects—it’s challenging to identify capable and committed candidates.
For CMOs, this challenge is magnified if you’re not an SEO expert yourself. It’s easy to misjudge someone’s abilities during the hiring process, and even harder to gauge their long-term dedication to the role.
The Fix: Course-Correcting Your SEO Team
If your in-house SEO team isn’t delivering, here’s how to get things back on track:
👉 Step 1: Revisit the Role Description
Go back to the original job description and expectations for the role. Does the team member understand what’s required of them? If not, clarify their responsibilities and align them with what success looks like.
👉 Step 2: Define Clear Tasks and KPIs
Create a list of specific, actionable tasks and set measurable KPIs.
For example:
- Complete a full technical SEO audit by [date].
- Improve organic traffic by X% in 90 days.
- Optimize 15 blog posts for target keywords each month.
Having clear deliverables helps eliminate ambiguity and sets a standard for accountability.
👉 Step 3: Assess Their Performance
Evaluate their ability to execute the tasks. Are they meeting the KPIs? If not, determine whether the issue is skill or will.
- If it’s skill, provide training or consider hiring someone with the necessary expertise.
- If it’s will, address motivation issues directly. If improvement doesn’t follow, it may be time to let them go.
It Won’t Fix Itself
If your SEO team isn’t performing, the situation won’t improve on its own. Without intervention, you risk wasted budgets, missed opportunities, and stagnant growth.
Timmermann Group has worked with Fortune 500 companies and small businesses alike, and this problem is more common than you’d think.
The good news? It’s fixable.
Let’s Course-Correct Your SEO Team
If you’re facing these challenges with your in-house SEO team, don’t wait for things to spiral further. Schedule a conversation and our team can diagnose the issue and get your SEO efforts back on track.