Podcast Summary: Voices of Search

Episode: Key skill sets and roles to build your SEO team from the ground up
Date: September 13, 2025
Host: Tyson Stockton
Guest: Duane Forrester, Unbound Answers

Episode Overview

This episode dives into how to build an effective SEO team from scratch, focusing on the evolving landscape shaped by AI, changing search behaviors, and the critical skills required to not only keep pace, but drive innovation. Duane Forrester, drawing from his recent research and articles, elucidates the must-have roles, mindsets, and developmental strategies necessary for sustainable SEO success.

Key Discussion Points & Insights

1. Starting with Job Descriptions

• Understand the Jobs at Hand:

  • "First and foremost, you have to start with your job descriptions. You have to understand the work that exists today." (01:15)
  • Tasks such as vector analysis, retrieval, tracking, auditing, and understanding citations form the foundation.

• Evolving Skills with Industry Needs:

  • Emphasis not just on knowing SEO basics, but also the ability to grasp AI-oriented concepts like "chunking," structured data, and content organization.
  • Deep domain expertise is highly valued, with a need to understand vertical-specific nuances.

2. Expanding Beyond Traditional SEO Roles

• Hybrid Skill Sets Required:

  • Forrester shares: "I don't want a traditional SEO analyst or SEO manager... I need all of that plus these AI components." (03:07)
  • Candidates must show real alignment (not just a resume keyword) with AI-driven SEO processes.

• Flexibility and Adaptability:

  • "I'm looking for people that are flexible. I want people that have shown an aptitude for learning new skills." (04:03)
  • The metaphor of the "drippy T-shaped marketer" is introduced: Deep SEO knowledge complemented by ‘drips’ into social, paid, content, and technical disciplines.

3. Screening for Growth and Learning Mindset

• Screen for AI Curiosity, Not Just Exposure:

  • Observes that only a “very low percentage, single digits” of current job descriptions even mention AI (05:20).
  • Resumes should reflect genuine familiarity with and curiosity about the intersection of AI and SEO.

• Emphasis on Ongoing Training:

  • Team success mandates continuous learning:
    • "We have a meeting every day. It's one hour. It's from two to three. It's mandatory. We're going to go over one thing a day for eight weeks..." (06:30)
    • Creation of an internal knowledge hub for easy access to evolving concepts.

4. Seeking High-Potential Rather Than Only Senior Talent

• Forrester clarifies, “I'm probably not looking for senior people at this stage, but I definitely want to identify people who can grow to be senior.” (07:43)
• Having a couple of experienced people is important for internal advocacy and leadership but the real value lies in teachable, growth-minded contributors.

5. What to Avoid in Candidates

• Avoid 'checkbox' SEO knowledge such as outdated discussions about keyword research or internal linking as main focus points.
• "If you show up asking me about keyword research... bragging about how using italics matters... I'm writing a job description to screen those people out." (08:00)

6. Values in Team Culture and Dynamics

• Openness Over Conformity:
  • "I lean away from wallflowers. I want people that are more open and direct and willing... to argue with me about it from an educated point of view." (09:02)
  • Fosters a dynamic of mutual learning and challenging assumptions, which boosts both morale and knowledge transfer.

Notable Quotes and Memorable Moments

• On AI Skills in SEO Hiring:

  • "If they're not calling those things [AI and related skills] out, then you're screened out. You're not going to get the interview to come and be a part of my team." — Duane Forrester (03:45)

• On the Importance of Continuous Training:

  • "I have to bring the training... explicit training to close the delta between expert SEO and expert AI SEO." — Duane Forrester (06:00)

• On What the Future Needs:

  • "Everything is stepping higher because we're all moving so much faster. That vibrational frequency is at a much higher level. And you've got to be able to step up." — Duane Forrester (08:22)

• On Growth Mindset Over Tenure:

  • "I don't even care how right people are... What I'm exploring is how your mind works. It's how you assimilate information." — Duane Forrester (08:58)

Key Segment Timestamps

• [01:15-04:10]: Foundational job requirements, new core competencies with AI, vertical expertise.
• [04:10-07:00]: Hybrid (T-shaped) marketer, flexible skills, and the importance of cross-channel awareness.
• [07:00-09:15]: Recruitment screening: focusing on future-facing skills, the training pipeline, and cultural fit.
• [09:15-10:30]: Importance of open team dynamics; rewarding curiosity and willingness to challenge existing knowledge.

Summary Takeaways

• Build SEO teams for tomorrow, not today: Prioritize candidates who learn, adapt, and embrace AI’s growing influence in search.
• Recruit for depth and curiosity: Deep SEO rigour remains foundational, but versatile knowledge and future-facing curiosity are equally critical.
• Continuous education is non-negotiable: Internal training and knowledge sharing structures keep teams aligned and prepared.
• Culture matters: Open, challenging, and dynamic environments foster innovation and retention.

Whether you’re an SEO leader hiring your first team member or scaling an enterprise initiative, this episode delivers a blueprint for futureproofing your talent strategy in search.