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Is My Manager Lacking in SEO Expertise?
I’ve just embarked on my journey into the world of SEO and content marketing, having secured a position as a specialist a few months back, soon after graduating college last year.
Through self-study, hands-on practice, and mentoring from friends (many of whom are seasoned SEO experts), I’ve begun to notice certain aspects of my manager’s approach that seem to fall short of true expertise in the field.
To begin with, our team doesn’t employ any paid tools. We utilize no Ahrefs, Semrush, or Surfer—none at all. While this might be understandable if we were overseeing just a handful of small clients, we actually manage 10 accounts for various clients, including some major companies in my country (our agency handles around 50 accounts in total).
Our keyword research is limited to Google Keyword Planner. From what I’ve gathered, the data from this tool is not particularly relevant for seo since it is tailored towards paid advertising.
Additionally, we have no established strategy for acquiring backlinks. When I inquired about this, my manager replied, “Backlinks are something we can’t control, so we shouldn’t focus on them.”
Content creation is outsourced to Fiverr, and it’s up to us specialists to “optimize” this content using the free version of Yoast.
Moreover, content that doesn’t perform well (which accounts for roughly 95% of our output) is rarely revisited. When we do update underperforming content, this happens infrequently—once every 3 to 5 months—and usually involves just adding updated client information without addressing search intent.
Even as someone new to this field, these practices—and others—make me question whether my manager truly knows what he’s doing. Could I be onto something, or is it just my lack of experience that’s preventing me from understanding his approach?
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2 responses to “How Can I Tell If My Boss Isn’t Good At SEO?”
It sounds like you’re encountering some practices at your agency that are raising red flags for you. It’s great that you’re actively seeking knowledge and forming opinions based on your experiences and learning. Let’s break down the points you’ve mentioned and see if there might be some cause for concern regarding your manager’s approach to SEO.
1. Lack of Paid Tools
Observation: Your team doesn’t use any paid tools like Ahrefs, Semrush, or Surfer.
Analysis:
While it’s possible to perform SEO without paid tools, they can greatly enhance efficiency, accuracy, and the overall insight into SEO strategies. Tools like Ahrefs and Semrush offer comprehensive data that can help with keyword research, competitor analysis, backlink audits, and more. If you’re managing multiple clients, especially prominent ones, the precision and depth these tools provide can be invaluable. Relying solely on free tools like Google Keyword Planner, which is more suited for paid search, might limit the depth of your insights and strategic options.
2. Keyword Research
Observation: Use of Google Keyword Planner exclusively for keyword research.
Analysis:
Google Keyword Planner is primarily designed for Google Ads and might not give the full picture when it comes to organic search intentions. SEO-focused tools offer data on keyword difficulty, search intent, content gaps, and competitor analysis which are crucial for effective seo strategies. Exclusively relying on Keyword Planner could mean missing out on more strategic opportunities.
3. Backlink Strategy
Observation: No backlink strategies are in place, with the reasoning that they can’t be controlled.
Analysis:
Backlinks are a significant ranking factor. While it’s true that getting high-quality backlinks can be challenging, having a strategy to earn and attract backlinks is essential. This can involve creating high-quality, shareable content, building relationships with influencers or journalists, and leveraging existing relationships. Saying backlinks can’t be controlled is a bit of a misunderstanding; they can be influenced and strategically pursued.
4. Content Outsourcing & Optimization
Observation: Content is outsourced to Fiverr, and optimized using the free version of Yoast.
Analysis:
Outsourcing content to platforms like Fiverr may sometimes yield varying quality, which can impact the overall effectiveness of your seo efforts. Furthermore, merely optimizing content using the free version of Yoast might not be enough. seo requires a deeper strategy involving understanding user intent, structuring content effectively, and ensuring comprehensive topic coverage.
5. Handling of Non-Ranking Content
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It’s great to see you taking the initiative to critically assess the SEO practices in your agency, especially as you’re starting out in your career. Your observations raise some valid points that many professionals, both novice and experienced, might overlook.
One critical aspect of SEO is the balance between strategy and execution. While it’s true that paid tools like Ahrefs and Semrush can provide a wealth of data, there are many cost-effective solutions and free resources that can also deliver insights—like Google Search Console and Ubersuggest. It might be worthwhile to advocate for a blended approach that utilizes both free and paid resources as the budget allows.
Regarding backlinks, you’re correct; they play a vital role in SEO. While it’s true that you can’t directly control who links to your content, there are proactive strategies your team can implement to encourage backlinking, such as creating high-quality, shareable content or reaching out to relevant influencers in your niche.
Finally, content optimization shouldn’t just focus on technical aspects but also on aligning with user intent. Consider suggesting a structured content audit process where underperforming pieces are not only revised but also analyzed for what might have gone wrong in terms of audience engagement and intention—this could lead to more informed decision-making in the future.
Remember, it’s important to approach these discussions with your manager through a lens of collaboration and learning, rather than confrontation. Your fresh perspective can be an invaluable asset, and by sharing your insights tactfully, you may inspire a shift towards more effective practices in your agency. Keep