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  • Writer's pictureMark A Preston

Bridging the Communication Skill Gap in SEO Teams

Updated: Mar 14

In the multifaceted world of SEO, professionals often find themselves juggling a plethora of skills, from technical SEO to content creation, local SEO to international strategies, and beyond. Yet, as I discussed with Lily Ray, an acknowledged expert in the field, the expectation for any one individual to excel in all these areas is not just unrealistic—it's practically impossible. This revelation opens up a broader conversation about the skill gaps within the SEO industry, particularly regarding communication skills, and how teamwork and specialisation can play pivotal roles in bridging these gaps.


SEO teams communication

The Reality of SEO Skill Sets


SEO is a unique career path that demands a diverse skill set. While it's possible to be decent in various aspects of SEO, achieving greatness across the board is a tall order. This isn't a shortfall but rather a reflection of the complexity and breadth of the field. Lily's admission that even she, despite her extensive experience, doesn't excel in every single facet of SEO is a testament to this reality. The sheer diversity of skills required—ranging from the nitty-gritty of technical SEO to the nuanced understanding of global strategies—underscores the importance of recognising and embracing one's strengths and limitations.


The Importance of Teamwork and Specialisation


The solution to this challenge lies in the power of teamwork and specialisation. A well-rounded team, like Lily's 35-strong crew, allows for a division of labour where each member can focus on their area of expertise. This approach not only enhances the quality of work but also ensures that all aspects of SEO are covered by someone who truly understands them. For instance, having team members dedicated solely to technical SEO means they can delve deep into the technicalities of site architecture, JavaScript rendering, and more, freeing others to concentrate on strategy, content, or client relations.


Embracing Diversity in Skills


The diversity of skills within an SEO team is its greatest strength. Recognising that not everyone can—or should—be a jack-of-all-trades is crucial. Instead, valuing and encouraging specialisation allows individuals to excel in their chosen areas, contributing to a stronger, more capable team overall. This diversity also extends to communication skills, an area where there's often a noticeable gap in the SEO industry. Not all SEO professionals are naturally gifted communicators, especially those deeply entrenched in the more technical aspects of the field.


Actionable Steps for SEO Teams and Professionals


  1. Identify and Develop Specialisations: Encourage team members to identify their strengths and interests within SEO and provide opportunities for further development in these areas.

  2. Foster Collaborative Work Environments: Promote a team culture where collaboration and knowledge sharing are the norms. This encourages learning from each other and leveraging diverse skill sets for better outcomes.

  3. Value Communication Skills: Recognise the importance of communication, both with clients and within the team. Offer training and support for those looking to improve in this area, recognising it as a critical skill in client management and project success.

  4. Utilise External Resources: When gaps in expertise are identified, don't hesitate to bring in external specialists or consultants to fill these voids. This ensures that your team can offer comprehensive SEO services without compromising on quality.

  5. Celebrate Diversity: Embrace the varied skills and backgrounds of your team members. This diversity is what allows for a more comprehensive approach to SEO, covering all bases from technical to creative and strategic aspects.



The conversation with Lily Ray illuminates an essential truth about the SEO industry: no one person can embody every skill required. Instead, the strength of an SEO team lies in its diversity, specialisation, and ability to work collaboratively. By embracing these principles, SEO professionals can bridge skill gaps, including those in communication, ensuring they provide the best possible service to their clients while fostering an environment of continuous learning and growth.

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