Search Engine Optimization (SEO) is a cornerstone of digital marketing, but its complexity and evolving nature make it a challenging field to master. Hiring an SEO expert can be a game-changer for your business—if you hire the right one……
But how do you determine whether your SEO expert truly knows what they are doing???? We have heard this a lot from businesses in the last year.
So, here are some key signs and strategies to help you evaluate a potential SEO “expert”.
1. Set Realistic Expectations
SEO is not a magic wand that delivers instant results. If your SEO expert promises to rank you on the first page of Google within a week, consider it a red flag and RUN AWAY.
A true SEO expert will set realistic timelines and goals, explaining that SEO is a long-term investment that requires consistent effort. Look for someone who provides a clear roadmap with achievable milestones.
2. Conduct a Thorough Audit
Before implementing any strategies, a competent SEO expert will perform a comprehensive audit of your website. This includes analyzing your current rankings, site structure, loading speed, mobile-friendliness, and backlink profile.
They should provide you with a detailed report and actionable recommendations based on their findings. If they skip this step or rely solely on generic advice, their expertise might be questionable.
Your SEO expert will also look at your social media content. Are you using hashtags related to keywords that are important to you? Does your content resonate? Is your content synchronized with topics that people are searching for? All great questions. Your SEO expert should address these items as well.
3. Emphasize Quality Content
Content is a key component of SEO, and any expert worth their salt will stress its importance. They should have a strategy for creating or improving your content to make it valuable, relevant, and engaging for your audience. Ask about their approach to keyword research, content optimization, and how they ensure your content aligns with user intent.
4. Understand Technical SEO
SEO isn’t just about keywords and backlinks; the technical aspects of your website play a crucial role too. A skilled SEO expert will be knowledgeable about technical elements like schema markup (JSON), XML sitemaps, canonical tags, open graph tags and descriptions, and site architecture.
They should be able to explain how these components affect your rankings and outline their plan to optimize them. Your expert should be able to show you where these items are located and how they evaluate them as well.
5. Stay Updated on Industry Trends
While we don’t always know when Google will update its algorithms, we do know to look for the trends and results clients are getting. Staying on top of these changes is essential for effective SEO. Ask your experts how they stay informed about industry trends and updates. Do they attend conferences, do regular training, participate in online forums, or follow reputable SEO blogs? Their ability to adapt to changes is a strong indicator of their expertise.
Training is a key component of this as well. Your expert should have SEO team members who are Google Individual Qualification certified. Ask for their certificates.
How does Google Search Console contribute to the success of SEO? Ask the question. If your expert cannot answer the question or show you GSC from a dashboard, these are indicators.
6. Provide Transparent Reporting
We recently had a client tell us that his SEO “expert” would tell him that SEO was sooooo technical that he (the client) would not be able to understand it. This is a huge RED FLAG!!
Transparency is key in any professional relationship, and SEO is no exception. Your expert should provide regular reports that detail their activities, the results achieved, and plans for the future.
These reports should include key performance indicators (KPIs) like organic traffic, keyword rankings, and conversion rates. Between Google Analytics and a tool like SERanking, your expert should be able to give you a really good picture of what is happening around your organic search. If they’re vague or unwilling to share specifics, it’s a cause for concern.
7. Focus on User Experience (UX)
A good SEO expert knows that user experience is closely tied to search rankings. They should prioritize elements like site speed, mobile responsiveness, and intuitive navigation by using a heat map.
Improvements in these areas not only enhance your rankings but also increase engagement and conversion rates. Ask how they plan to improve your site’s overall usability. If they cannot answer, the is another red flag!
8. Avoid “Black Hat” Techniques
Unethical SEO practices, known as black hat techniques, might deliver short-term gains but can severely damage your website’s reputation and rankings in the long run.
Watch out for tactics like keyword stuffing, buying backlinks, buying social media followers, using another company’s content, or using duplicate content. A trustworthy expert will focus on ethical, sustainable strategies that comply with Google’s guidelines.
9. Have Proven Results
One of the best ways to gauge an SEO expert’s competence is by reviewing their track record. Ask for case studies or examples of past successes. They should be able to demonstrate how their strategies have positively impacted other clients’ rankings and traffic.
Additionally, look for testimonials or reviews that verify their claims.
10. Communicate Effectively
SEO is a collaborative effort, and effective communication is crucial. Your expert should be able to explain complex concepts in simple terms, keeping you informed and involved in the process.
Your SEO expert also needs feedback from you! What are the questions your customers are asking you? How did they find you? What words do customers use to describe your business? These are all indicators that point to the humanistic side of SEO – capturing organic search that is seen through the eyes of your customers.
They should also be open to feedback and willing to adjust their strategies to align with your business goals.
11. Customize Their Approach
No two businesses are the same, and a cookie-cutter approach to SEO rarely works. A knowledgeable expert will tailor their strategies to suit your industry, target audience, and competitive landscape.
Understanding your target market and audience is crucial. Ask about their process for understanding your business and creating a customized plan.
12. They Encourage Collaboration
SEO often intersects with other aspects of digital marketing, such as content creation, social media, and paid advertising. An experienced SEO expert will encourage collaboration with your team and other marketing professionals to ensure a cohesive strategy – 100%.
Final Thoughts
Hiring the right SEO expert can significantly impact your business’s online presence and growth. By paying attention to the signs outlined above, you can make an informed decision. Avoid wasting time and money on ineffective strategies.
SEO is a partnership—the best experts work with you, not just for you, to achieve your goals.
To learn more about our SEO services, send an email to info@ermarketinggroup.com.
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