Victor Karpenko provides tips for building effective SEO teams from scratch. He recommends extensive research upfront to understand keywords, competitors, and goals. This includes dashboard analysis of pages' trust, links, traffic, content and technical SEO. Proper KPIs and team leads with SEO experience are essential. Regular check-ins with the SEO team help ensure progress towards goals. Ongoing analysis of search results and link building are required to continually improve rankings. Custom tools have also been developed to help manage the SEO process and scale results over time.

1. How to build
effective SEO teams
from scratch Victor Karpenko
SeoProfy

2. Table of
contents
1. Research BEFORE EVEN START
2. Right Team Lead and KPI’s
3. Strategy and Plan
4. SEO Team Management: The Process
5. It’s all about RESULTS
6. SCALING the team and SEO results
7. Q/A

3. Short BIO
• 15 years in SEO
• 10+ years SEO for international
markets (US, UK, AU, NZ, ZA and
most European countries)
• CEO in SeoProfy – 150+
employees' company that focuses
only on SEO traffic for clients
• Product owner in
LinkChecker.PRO – SaaS tool for
effective link building

4. ALWAYS RESEARCH
before start

5. Quick way to
do it
Keyword research and
clustering
Dashboard OVERALL
Dashboard for links Dashboard for content
Technical Dashboard
Calculations: links,
content, technical,
social + people and
other + time = Strategy

6. Let say, we
want to rank
for “best
credit cards”

7. We collect
keywords
just for this
URL/Cluster

9. What is the
most
important
to see?
1. Trust
2. Links
3. Traffic
4. Keywords
5. Age
6. Content
7. Google (speed + core web vitals)

12. What’s and average?

13. Average
1. Referring domains per URL
2. URL Age/domain age
3. Content langs
4. Content to code ratio + structure
5. Does URL passed Core web vitals
6. URL trust (UR, DR, TF, CF)
7. Traffic

14. But average
is not
enough,
lets see this

16. How many
links like
1. Outreach
2. From home pages
3. Forums, comments, etc

17. Of course,
you can do
everything
in excel
with
Ahrefs SemRush
Majestic
It just will
take more
time 

18. You can make quick backlink
research in excel

19. Speed
matter,
especially
with big
amount of
data
1. Before we were spending 2-3 hours for 1
detailed dashboard
2. Now we do it in 2-3 minuets
Make sense, right? 

20. It doesn’t
matter
how, your
main goal is
to know
With what pages and keyword
clusters to start
What budget you need for
content, links and development
Calculate ROI (return on
investment) before you start

21. It’s all about RIGHT expectations
How much work need’s
to be done
Detailed dashboards for
5-500 pages (for every
page)
Clear vision on what you
need to do
Only then we start to
build effective SEO team

22. After we know
what to do
and how to
achieve it

23. KPI’s
First you should know about conversion
rate
For example:
1000 unique visitors from organic (for keyword: best credit cards 2021) = 10
credit card applications through the web site form
Conversion rate is 1%
Our goal is to:
- Analyze how much traffic we approximately can get within the first 6-12
month
- Divide it by conversion rate coefficient
- Get the numbers of revenue we can achieve for every URL we SEO for
- See from the beginning what make sense to FOCUS on

24. What to look
for in SEO
Team Lead
Critical thinking
Experience (3-5+ years of SEO)
Strong Technical SEO
Expertise in Link Building
Manager skills

25. Conversion rate is <1%
From 100 interviews, maybe will be one SEO that we on
board to start the project

26. This helps a lot
Company standards
Grading (junior SEO, middle SEO,
senior SEO, team lead)
LMS (learning management system)
HR department

27. Team setup

28. The Minimum Viable SEO Team

29. Weekly
Magic
Touch with
SEO team
lead and
team
Plan and Scope of work for 1 week
Resources he/she needs to get
Help with ideas on certain tasks
Tools
Trainings (LMS) if needed

30. 1 project = 1 team
Project = 1-15 web sites for 1 client

31. Because FOCUS
matters

33. From the beginning
WE RESEARCH AND
REVERSE ENGINEER
COMPETITORS
SEE HOW MUCH WORK
NEEDS TO BE DONE
SET UP THE PROPER
TEAM FOR THIS TASK
MANAGE IN TILL
RESULTS AND AFTER

34. To SAVE
couple of
hours of
talking 
1. Presentation 1:
https://www.slideshare.net/seoprofyteam
/victor-karpenko-seoprofy-cmseo-2019-
presentation from 0 to 100k$/month
2. Presentation 2:
https://www.slideshare.net/seoprofyteam
/driving-seo-traffic-to-casino-sites-in-
2021-igb-affiliate-amsterdam interesting
insights
3. Presentation 3:
https://www.slideshare.net/seoprofyteam
/finadtech-warsaw-2019-seoprofy more
about teamwork

35. And then
ROUTINE starts
Building links
Implementing
on-page SEO
Writing
content
Technical SEO
Analyzing
SERPS for every
URL cluster

36. It’s a lot of
way get
backlinks

37. For
example

38. But it’s always about dashboards

42. Dashboards

43. It’s hard to
scale and
perform
good
without
Standards
Right SEO tools
Expertise (stronger people that manage SEO
teams)
Education (LMS system for every employee type)
Management (financial department, HR
department, legal department, admin department)

44. To make this
process
more
efficient,
we’ve built
1. https://linkchecker.pro/ - link building
management tool (manages teams and link
builders)
2. Matrix – in house project management tool
3. Command Control – in house SEO process-
oriented tool that helps to research and
control all SEO workflow
4. KeySemantics – in house keyword research
tool for updating content
5. https://awatchdog.com/ - tracks all web site
changes (mostly for uptime and developers,
so they don’t fuck up seo efforts)

45. And we use all the
good tools possible
Google Search Console, Analytics, Data Studio, trends, Keyword Planner
Ahrefs
SemRush
Majestic
SearchMetrics
Similarweb
Screaming Frog/SiteChecker.pro, Siteliner
Copywritely, SurferSEO
Others

46. In the end of the
day, it’s all about
results = ROI

47. Thank you for your
attention! 
Victor Karpenko
Web site: https://seoprofy.com
Facebook:
https://www.facebook.com/victor.k
arpenko
Linkedin:
https://www.linkedin.com/in/victor
karpenko/