Shimon Sandler

Organizational Structure of a Search Team

Client Services Team structures vary based on the scope of the engagement, and the size of an organization/agency. But a Search Marketing team typically contains some allocation of the following roles:

Director of Search – Oversees the SEO Strategy, PPC Strategy and client relationships.
Associate Search Director – Leads the implementation and strategic direction of the search campaigns.
Search (or Campaign) Manager – Oversees day-to-day campaign operations. Key point of contact for the client for day-to-day campaign issues.
Search Account Executive – Manages tactical work on paid search engagements.
SEO Manager – Communicates with client on overall SEO strategy and tactical initiatives.
SEO Analyst – Develops in-depth technical recommendations on SEO programs.
SEO Associate Analyst – Supports the SEO Analyst.

Depending on the size of the organization, one person could have multiple roles in one position. Also, the names may change. Such as a Search Evangelist, Search Engineer, Campaign Manager, Global Director, VP of Search, etc.

A typical job description for an “SEM Campaign Manager” could look like this:

– Experience in online advertising.
– Experience using Microsoft Excel & Powerpoint.
– Solid understanding of Paid Search (Pay-Per-Click campaigns).
– The individual should have excellent research, analytic, presentation and communication skills.
– The ability to conceptualize account structure, and create new campaigns.
– Knowledge of 3rd party conversion tracking & bid management tools (i.e., Omniture, Atlas, Dart, SearchIgnite, etc)

– Execute SEM documents such as: Keyword generation & segmentation, Forecasting, Insertion Orders, Ad copywriting, & Performance Reporting.
– Creating, implementing, tracking, analyzing and optimizing Paid Search campaigns.
– Utilize successful bidding strategies and effective keyword management of pay-per-click search engines including Google Adwords, Yahoo! Search Marketing, MSN Adcenter, and others.
– Actively make recommendations and formulate testing structure for keywords, ad copy, landing pages and position to optimize campaign to achieve designated performance objectives.
– Optimization of bid management strategies to acheive performance objectives.
– Manage relationships with search engines.
– Provide detailed analysis and reporting of key metrics with analysis & optimization recommendations.
– Work with cross-functional teams (internal & external).
– Ad copywriting for paid search listings.

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  1. Nice list, time to look at the team again

  2. I think a good and simple structure could be like this:
    – SEO manager
    – Tech
    – Content
    – Link
    – Report/analytics


  3. i think good is: content, link

  4. Nice list, time to look at the team again.

  5. A site which I need structure.
    +Content link

  6. content and links are the top priority

  7. I agree: the content and links

  8. I think content is the first important link.

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