Podcast Summary: Voices of Search – Will the structure of enterprise SEO teams evolve?

Date: October 9, 2025
Host: Tyson Stockton
Guest: Petra Kirst Herzog (Chameleon Journal, freelance SEO consultant)

Episode Overview

This episode dives into the future of enterprise SEO team structures, exploring how evolving technologies—especially AI—are transforming required skill sets and organizational approaches. Host Tyson Stockton and guest Petra Kirst Herzog discuss what they hope will happen, what is likely to happen, and how adaptability and advocacy will determine success for enterprise SEO professionals in the next 18 months.

Key Discussion Points and Insights

1. The Future Structure of SEO Teams (00:43)

• Tyson kicks off with a “crystal ball” question regarding how enterprise SEO teams might evolve over the next 18 months, specifically asking about changes in team composition and emerging skills.

Aspirational Direction for SEO Teams (01:17)

• Petra emphasizes her desire to see SEO teams “own the AI search piece,” becoming experts at explaining and navigating the algorithms behind AI-driven search tools, like OpenAI integrations on SERPs.

  • “I would love SEO teams to really own that AI search piece as well, because it's so part of what we do already.”
    — Petra (01:31)

• She imagines future SEO teams as authorities on how users interact with these AI elements and other innovative platforms.

Realistic Trends in Team Structure (01:55)

• Petra acknowledges that, in reality, growth in AI skills and advocacy within organizations will be critical.

  • “Those who really focus on growing this skill and advocating within the business… those who can do it will probably become really essential in the business.” — Petra (02:09)

• She predicts a continued trend where enterprise SEO teams are shrinking, moving from bigger in-house teams back toward smaller, more specialized units and increased outsourcing.

  • “We are kind of already seeing this trend that SEO teams will shrink again… back to shrinking teams and outsourcing.”
    — Petra (02:38)

• Traditional “rigid” SEO roles may be further outsourced unless professionals show adaptability and embrace new skills, especially around AI.

The Imperative to Become AI Authorities (03:26)

• Petra stresses that embracing AI is no longer optional for SEO professionals:
  • “It's either you have to become that authority in AI. There is no way around it.”
    — Petra (03:34)

2. Adaptability as a Critical Skill (05:09)

• Tyson reinforces that adaptability has always been important for SEOs but is now an even bigger differentiator:

  • “The adaptability piece is such a critical one… now the stakes are higher because the timeline that it takes us to do it is going to be the difference between an advantage or disadvantage in your strategy.”
    — Tyson (05:11)

• He reflects on hiring practices, noting that he's placing more emphasis on candidates’ ability to adapt to change, even though it’s hard to measure in interviews.

• Petra agrees, highlighting the increased pace and stakes in the SEO world. (06:02)

Notable Quotes & Memorable Moments

• Petra:
  • “I hope that... these teams will naturally become the experts in explaining the algorithms behind how users interact with these OpenAI tools or AI elements on SERPs.” (01:34)
  • “It's important to show that adaptability and then that's going to be crucial to how your career changes going forward.” (03:09)
• Tyson:
  • “That is something that I think we have to be better at—adapting quicker as SEOs, and we've always had to do it, but now the stakes are higher because the timeline… is going to be the difference between an advantage or disadvantage in your strategy.” (05:15)

Important Timestamps

• 00:43 — Opening question about the evolution of SEO teams
• 01:17 — Aspirations: SEO teams owning AI search
• 01:55 — Realities: Skills, advocacy, and authority in AI
• 02:38 — The trend toward smaller, outsourced teams
• 03:26 — Adaptability and the necessity of AI skills
• 05:09 — Tyson on adaptability and recruitment focus

Final Takeaways

• Adaptability and AI fluency will be make-or-break skills for enterprise SEOs in the coming years.
• Shrinking and specializing teams are likely, with less focus on traditional rigid roles and more emphasis on cross-functional and AI-centric expertise.
• Advocacy and data-driven storytelling within organizations will help SEO professionals establish authority and secure their value.

For further insights and Petra Kirst Herzog’s free Enterprise SEO course, links can be found in the show notes of this episode at voiceofsearch.com.