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1 | SEO Manager - Interview Scorecard | |||||||
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6 | Criteria | Poor (1) | Below average (2) | Average (3) | Above average (4) | Excellent (5) | Score (1-5) | Comments |
7 | Technical SEO proficiency - Ability to identify and address common technical issues on a website. - Proficiency in using tools like Google Search Console and crawling software for technical audits. | Limited understanding of website structure and key technical SEO concepts; struggles to identify or address common technical issues. Examples: - Fails to identify and resolve issues flagged in a basic website audit. - Cannot explain the purpose of a 301 redirect or how it impacts SEO. | Basic grasp of technical SEO principles; addresses some issues but struggles with more complex problems. Examples: - Identifies broken links but has difficulty understanding and fixing issues related to site speed. - Requires assistance in setting up and verifying a sitemap in Google Search Console. | Demonstrates a solid understanding of technical SEO, effectively identifies and resolves common issues, and proficiently uses relevant tools. Examples: - Successfully addresses and resolves issues identified in a comprehensive website audit. - Competently uses tools like Screaming Frog to identify and fix technical SEO issues. | Proactively addresses technical challenges, stays updated on the latest technical SEO trends, and efficiently manages website health. Examples: - Implements structured data markup to enhance rich snippets in search results. - Actively stays informed about and adapts to the latest Google algorithm updates. | Leads technical SEO initiatives, implements innovative solutions, and contributes to the development of industry best practices. Examples: - Develops and presents an extremely detailed approach to address Core Web Vitals and loading speed. - Leads the migration of a large-scale website without any significant SEO impact, showcasing advanced technical expertise. | ||
8 | Content optimisation skills - Understanding of on-page optimisation techniques, including meta tags, headers, and keyword integration. - Capacity to create high-quality, engaging content that aligns with SEO goals and resonates with the target audience. | Lacks understanding of on-page optimisation; produces low-quality content with minimal keyword relevance. Examples: - Fails to optimize meta titles and descriptions for target keywords. - Produces content with keyword stuffing, resulting in a poor user experience. | Implements basic on-page optimization; content lacks depth, and keyword usage is inconsistent. Examples: - Uses generic meta descriptions without incorporating key terms relevant to the content. - Struggles to incorporate primary and secondary keywords naturally into the content. | Demonstrates a solid understanding of on-page SEO, crafts engaging content, and effectively incorporates target keywords. Examples: - Optimises meta tags, headers, and image alt attributes to align with target keywords. - Produces content that effectively engages the target audience and encourages interaction. | Consistently produces high-quality, optimized content that resonates with the target audience and aligns with SEO goals. Examples: - Develops and executes a comprehensive content strategy, resulting in improved organic rankings. - Regularly updates and enhances existing content to ensure ongoing relevance and SEO performance. | Innovatively develops content strategies, effectively uses multimedia, and consistently achieves featured snippets. Examples: - Creates an interactive multimedia experience within content that significantly improves user engagement. - Successfully implements a pillar content strategy, leading to multiple featured snippets and increased visibility. | ||
9 | Link building and outreach - Knowledge of ethical link-building practices and the ability to secure high-quality backlinks. - Skill in identifying link-building opportunities, building relationships with influencers, and executing successful outreach campaigns. | Limited knowledge of link-building strategies; lacks experience in ethical outreach practices. Examples: - Fails to distinguish between natural and unnatural backlinks. - Has not engaged in any outreach activities to build external relationships. | Implements basic link-building tactics but struggles to secure high-quality backlinks; limited outreach success. Examples: - Relies heavily on low-quality directory submissions for link building. - Attempts outreach but has a low success rate in securing quality backlinks. | Demonstrates proficiency in ethical link-building practices and has a track record of successfully securing quality backlinks. Examples: - Successfully secures backlinks from reputable industry blogs through personalized outreach. - Implements a variety of link-building tactics resulting in a diverse backlink profile. | Proactively identifies link-building opportunities, builds strong relationships with influencers, and consistently earns high-quality backlinks. Examples: - Implements influencer outreach, securing quality backlinks from industry thought leaders. - Actively collaborates with industry influencers to earn high-quality, relevant backlinks. | Develops innovative link-building campaigns, creating viral-worthy content that attracts high-authority backlinks. Examples: - Creates and executes a comprehensive data-driven link-building strategy, resulting in a significant increase in high-quality backlinks. - Implements a successful digital PR campaign that earns backlinks from major news outlets and influential websites. | ||
10 | Analytics and data analysis - Proficiency in using analytics tools to monitor key performance indicators (KPIs) and track user behavior. - Ability to derive actionable insights from data analysis and make informed decisions to optimize SEO strategies. | Limited experience with analytics tools; struggles to interpret data and lacks knowledge of key SEO metrics. Examples: - Cannot identify and explain the significance of a website's conversion rate. - Fails to set up basic goals in Google Analytics. | Can navigate analytics tools but has difficulty extracting meaningful insights; lacks clear KPI tracking. Examples: - Monitors basic metrics but struggles to relate them to overall business goals. - Cannot create custom reports to track specific SEO performance metrics. | Effectively uses analytics tools, sets up and monitors KPIs, and demonstrates a clear understanding of user behavior. Examples: - Sets up and tracks custom goals in Google Analytics that align with business objectives. - Regularly uses Google Analytics to analyze user behavior and identifies opportunities for improvement. | Excels in data analysis, derives actionable insights, and adapts SEO strategies based on comprehensive data interpretation. Examples: - Conducts in-depth analysis of user behavior, identifying patterns that inform website UX improvements. - Implements advanced attribution modeling, providing a nuanced understanding of the impact of various channels on overall SEO performance. | Pioneers the use of machine learning algorithms for predictive SEO analysis and continuously refines strategies based on cutting-edge data science. Examples: - Develops and implements a machine learning model to predict and optimize user engagement on the website. - Integrates AI-driven analytics tools to provide real-time insights, leading to proactive adjustments in SEO strategies. | ||
11 | Adaptability and continuous learning - Willingness to learn new concepts and stay updated with the latest industry trends. - Proactive pursuit of continuous learning through attendance at conferences, webinars, and participation in industry discussions. | Demonstrates resistance to learning new concepts; lacks awareness of recent industry developments. Examples: - Has not attended any industry conferences or webinars in the past two years. - Shows little interest in exploring new SEO tools or methodologies. | Shows willingness to learn but struggles to stay updated with the latest SEO trends and changes. Examples: - Occasionally reads industry blogs but lacks consistent engagement with the latest SEO updates. - Has not pursued any new certifications or training in the past year. | Actively seeks out and absorbs new information, attends industry webinars or conferences, and stays informed about SEO updates. Examples: - Regularly attends webinars on emerging SEO trends and implements new strategies accordingly. - Actively participates in online forums, contributing to discussions about evolving SEO practices. | Proactively pursues continuous learning, contributes to industry discussions, and demonstrates a strong commitment to staying at the forefront of SEO trends. Examples: - Publishes articles on SEO trends, sharing insights and contributing to industry knowledge. - Holds certifications in emerging SEO technologies and consistently mentors team members on the latest industry best practices. | Goes above and beyond in seeking and applying new knowledge, becoming a thought leader in the industry. Examples: - Leads internal training sessions, sharing insights gained from extensive research on emerging SEO technologies and methodologies. - Actively contributes to the development of new SEO tools, participating in collaborative projects with industry experts. | ||