Interview scorecard template

SEO Account Manager interview scorecard

Evaluate SEO Account Manager candidates across 4 weighted areas: campaigns that performed, measurement and testing, audience and segmentation, and working with the business. Campaigns that performed leads at 30%, so ask for accounts they ran, the rankings or traffic they moved, and from what baseline over what period. Use the rubric to compare role-specific evidence consistently.

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marketing growthaccount managementagencydigital marketingseo
TL;DR
For campaigns that performed, look for evidence the candidate names accounts with traffic or revenue moved against a stated baseline, and separates their work from algorithm shifts. For measurement and testing, look for evidence the candidate separates real movement from seasonality, updates, and tracking noise before reporting anything as a win. Apply the written 1–5 anchors to every answer, record the evidence behind each rating, and use the factor weights to reach a consistent overall assessment.
Complete evaluation framework

What to assess and how to score it

Review the evidence signals before interviewing. Then use the anchored descriptions—not instinct alone—to choose the score that best matches each answer.

01
Evaluation factor

Campaigns that performed

30% weight

Ask for accounts they ran, the rankings or traffic they moved, and from what baseline over what period.

Evidence to listen for

  • Names campaigns or programmes they ran, with the metric they moved and the baseline it moved from
  • Distinguishes their own work from the team's or the agency's
  • Knows the audience and the offer, not just the channel
  • Can describe a campaign that failed and why

Five-point scoring guide

1
Poor

No numbers; describes activity rather than results.

2
Needs Improvement

Vanity metrics only; attribution to their own work is unclear.

3
Satisfactory

Real campaigns with some numbers; baselines often missing.

4
Very Good

Named campaigns with metric, baseline, and clear personal ownership.

5
Excellent

Names accounts with traffic or revenue moved against a stated baseline, and separates their work from algorithm shifts.

02
Evaluation factor

Audience and segmentation

25% weight

Test how they decide which keywords and pages are worth the effort for a given client's business model.

Evidence to listen for

  • Describes real customer segments and what differs between them, not demographic guesses
  • Has built lifecycle stages, journeys, or nurture logic that reflect actual behaviour
  • Knows where the audience data comes from and its limits
  • Writes for the segment rather than for everyone

Five-point scoring guide

1
Poor

One message for everyone; no segmentation thinking.

2
Needs Improvement

Segments by demographics only; no behavioural insight.

3
Satisfactory

Workable segmentation; lifecycle logic is basic.

4
Very Good

Behaviour-driven segmentation and lifecycle design with evidence behind it.

5
Excellent

Prioritises by commercial intent and realistic difficulty, and can explain what they deliberately ignored.

03
Evaluation factor

Measurement and testing

30% weight

Check whether they can tell a real ranking change from seasonality, an algorithm update, or a tracking artefact.

Evidence to listen for

  • Tests deliberately rather than changing everything at once
  • Understands attribution limits and does not overclaim
  • Knows what sample size and duration a test needed
  • Can name a test whose result contradicted what they expected

Five-point scoring guide

1
Poor

No testing; claims credit for correlation.

2
Needs Improvement

Runs tests but reads them badly; overclaims attribution.

3
Satisfactory

Tests sensibly; rigour drops under deadline pressure.

4
Very Good

Disciplined testing with honest attribution and a result that surprised them.

5
Excellent

Separates real movement from seasonality, updates, and tracking noise before reporting anything as a win.

04
Evaluation factor

Working with the business

15% weight

Assess how they handle a client demanding rankings that the site's authority will not support this quarter.

Evidence to listen for

  • Works with sales, product, or operations rather than throwing campaigns over a wall
  • Briefs designers and writers well enough to get usable work
  • Manages agencies or freelancers to a standard
  • Reports results to leadership without spin

Five-point scoring guide

1
Poor

Works in isolation; reports only flattering numbers.

2
Needs Improvement

Limited coordination; briefs are thin.

3
Satisfactory

Coordinates adequately; reporting is honest if basic.

4
Very Good

Strong partner to sales and product; briefs and reports clearly.

5
Excellent

Resets client expectations honestly with evidence, and keeps developers and writers delivering on the plan.

Evidence-led prompts

Interview questions for a SEO Account Manager

Use these prompts to surface evidence for the weighted factors above and compare candidates against the same role-specific criteria.

  1. 01

    Walk me through an SEO campaign you managed that increased organic traffic. What was the baseline, and over what period?

  2. 02

    What is the biggest SEO challenge you have faced in your career, and how did you get past it?

  3. 03

    Tell me about a time one of your SEO strategies did not go as planned, and what you did next.

  4. 04

    Walk me through the steps you take to carry out keyword research for a new client.

  5. 05

    What experience do you have with traffic and sales conversion optimization, not just rankings?

See the complete SEO Account Manager question set
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