How SEO Hiring is Changing in 2025: Why Human Talent is More Valuable Than Ever (and What It Means for Your Team)

The world of SEO is constantly evolving. Just when we think we've got the latest Google algorithm figured out, another significant shift redefines the industry. It wasn't long ago that we were discussing the rise of platforms like TikTok reshaping how younger audiences search (and if you missed it, catch up on our insights into the Rise of TikTok SEO here). But a profound transformation is underway, one that is reshaping not just strategies, but the very talent your SEO team needs to thrive.

AI and Human working together

Last year, a prevailing sentiment emerged that AI could handle much of the heavy lifting in SEO. The promise of effortlessly churning out vast quantities of content and streamlining operations was alluring, and harnessing AI can indeed significantly improve business performance. However, many businesses quickly learned a harsh lesson: quantity without quality, oversight, and a human touch can lead to significant errors and even penalties. While AI can speed up content creation, it usually requires someone to oversee its performance, Quality Assess the content or the information generated, and ensure it is correct and factual.

Google has consistently reiterated its stance against scaled, low-value AI-generated content, emphasising the importance of E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness). As industry publications like Search Engine Journal have highlighted, content that lacks originality, depth, or human insight simply won't cut it. Brands that rushed to automate found themselves wrestling with issues ranging from factual inaccuracies and generic, unengaging prose to direct impacts on their search visibility.

This crucial learning curve has sparked a significant trend: the demand for skilled SEO talent is growing. Businesses are realising that while AI is an invaluable tool for efficiency, it's the human strategists, analysts, and communicators who truly drive performance in this complex new environment. B2B, B2C, and D2C businesses are all leveraging SEO in distinct ways, and their talent needs are evolving accordingly.

How SEO Specialisation is Changing

SEO Teams

The traditional pillars of SEO remain vital, but their roles are adapting. While some businesses will hire strategic SEOs or webmasters and outsource execution to agencies or have junior, delivery-focused roles in-house, larger organisations tend to build specialised teams, often still partnering with agencies for specific functions. The common thread is the need for talent with a strong foundational understanding to direct campaigns or get hands-on with execution.

Let's look at the bedrock specialisations and how they're adapting:

• Content SEO: No longer just about keywords and meta descriptions. Today's Content SEO professionals are sophisticated storytellers and knowledge architects. They craft deeply insightful, valuable content designed to meet complex user intent and build authority. Their challenge now is ensuring this content is not just human-readable, but also structured and factual enough to be easily understood and cited by AI.

• Technical SEO: The website's foundational engineers. Their role is about ensuring crawlability, indexability, and blazing-fast site performance. In the age of AI, they're ensuring websites are robust enough to serve complex queries, implementing advanced schema, and optimising for new data formats that AI models can efficiently process.

• Digital PR: The credibility builders. Traditionally focused on earning high-quality backlinks, Digital PR's remit has expanded. They're now crucial for generating unlinked brand mentions across authoritative online spaces. Why? Because these mentions signal trust and reputation to Large Language Models (LLMs), influencing how AI perceives and cites your brand, even without a direct link back.

• SEO/Web Data Analysts: The navigators of the numbers. These professionals sift through vast datasets to uncover opportunities, track performance, and attribute success. Their role is becoming more complex, as they must now quantify the impact of AI-generated visibility, sentiment, and the overall digital footprint that influences LLMs, not just traditional organic traffic. Leading platforms like SEMrush regularly publish insights on the shifts in AI search visibility.

Modern SEO professionals are increasingly integrating disciplines that were once seen as separate. UX and CRO are intertwined with SEO. They can be classified as distinct specialisms away from SEO, but SEO professionals can be heavily focused on these areas too.

• User Experience (UX) & Conversion Rate Optimisation (CRO): SEO is no longer just about getting traffic; it's about getting the right traffic and ensuring those visitors have an excellent on-site experience that leads to conversion. SEO specialists are now deeply involved in understanding user behaviour on a site, optimising for clear calls to action, intuitive navigation, and overall site usability. A superior UX not only delights users but also sends strong positive signals to search engines about content quality and relevance.

The Generative Revolution

Generative Engine Optimization is new; the way users are searching is changing again. An EY survey from April 2025 found that 70% of UK respondents have consciously used AI in their daily lives in the past six months, with 14% using it for "identifying, researching or recommendations."

The way users are searching is not the only change; the impact Digital PR has by ensuring information is found by AI is significantly impacting how businesses show up for queries.

Here’s a breakdown of the changes:

• Generative Engine Optimization (GEO): This is where the direct interaction with AI comes in. GEO is about optimising your content to be specifically chosen, summarised, or cited by AI-powered search engines like Google's AI Overviews and other LLMs. It requires a nuanced understanding of how AI "reads" and synthesises information, pushing content strategy towards direct answers, clear factual presentation, and strong E-E-A-T signals.

• Digital PR's Role with LLMs: This is where the synergy becomes undeniable. As LLMs pull information from across the web, positive brand mentions and authoritative associations, whether linked or unlinked, heavily influence how your brand is represented in AI-generated answers. Digital PR is the proactive force that ensures your brand's narrative is strong, consistent, and pervasive across trusted digital channels, effectively informing the LLMs about your expertise and authority.

This means organisations will need to hire professionals who understand these trends, and while AI can assist, a human overseeing the content's quality and strategy is paramount. Digital PR, however, usually requires different skillsets, blending traditional PR acumen with digital analytics and content strategy.

Solis Recruitment: Connecting You with the Future of SEO Talent

This dynamic shift means that the talent you need for your SEO team is evolving. Businesses now require professionals who understand the intricate connections between traditional SEO, the nuances of UX and CRO, and the cutting-edge demands of GEO and Digital PR for AI-driven visibility. They're seeking individuals who are not just reactive to algorithm changes, but proactive in building an authoritative and trustworthy digital presence.

At Solis Recruitment, we live and breathe this evolving landscape. We don't just fill roles; we partner with you to understand the unique demands of modern SEO and identify professionals who are actively building their knowledge and understanding how these critical elements intersect. Whether you're a B2B, B2C, or D2C brand navigating complex SEO strategies, we can connect you with the talent ready to lead or execute in this new era of search.

With over a decade in recruiting across Marketing, Digital and Product teams, we’re well placed in supporting businesses in finding the right talent for their teams.

Explore our Careers page to see current opportunities or Contact Us directly to discuss your hiring needs in the ever-evolving world of SEO. We also specialise in wider Marketing Recruitment and Digital Recruitment, covering all angles of your digital team build.