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Did you know that organic search accounts for 29% of all website traffic? With such a significant impact on your online presence, hiring the right SEO expert is essential for improving your website's visibility and attracting more visitors. This guide will walk you through key factors to consider when hiring, including the skills to look for, potential red flags, and realistic timelines for results.
What does an SEO expert do
An SEO expert helps businesses get more organic traffic from search engines like Google. To do so, SEO experts perform various tasks like:
Keyword research and analysis
An SEO expert finds the best keywords for your business with high search traffic. They look at trends, competition, and search volume to create an effective SEO strategy.
On-page SEO
This involves optimizing individual pages on your site. They refine titles, meta descriptions, headings, and content to ensure they follow SEO best practices and include key terms.
Off-page SEO
Off-page SEO focuses on actions outside your website that boost its authority. An SEO expert builds backlinks using tactics like guest blogging and promoting your site on social media.
Technical SEO
This includes improving your website’s structure, speed, and mobile-friendliness so search engines can easily crawl and index your site. It also involves fixing sitemaps and structured data issues.
Content strategy
An SEO expert helps create content that’s useful and engaging. This content aligns with your business goals and includes important keywords to keep visitors returning.
Using a mix of these strategies, SEO consultants help you rank higher, drive more traffic, and grow your online presence.
Find the right SEO expert for your business
The skills of SEO experts can vary widely, and the SEO expert that best suits your business depends on your goals. Therefore, finding the one that fits your business needs is important. Here are some common types of SEO experts to consider:
Local SEO experts
A local SEO expert can help you improve visibility in local search results if your business serves a specific area. They focus on improving your visibility in "near me" searches, managing your Google Business Profile, building local listings, and collecting customer reviews.
E-commerce SEO experts
An e-commerce SEO expert can improve your product and category pages if you run an online store. They optimize the structure of your site to improve rankings and sales. They also handle rich snippets and product schema specific to e-commerce.
Technical SEO experts
A technical SEO expert ensures your site is fast, easy to crawl, and well-indexed. They manage tasks like improving site speed, fixing broken links, and handling site migrations.
Content SEO experts
For businesses focused on blogs or content marketing, a content SEO expert can increase your content’s search visibility. They find the right keywords, optimize for search intent, and promote content to improve rankings. They also assist with link building and guest posting.
Freelance vs. agency SEO experts
Decide whether to hire an SEO expert or work with an agency. Freelancers can be more affordable for smaller projects, while agencies often offer a broader range of services but may cost more.
How to hire an SEO expert in 5 steps
Step 1: Writing an effective SEO expert job description
To attract the right talent, you need a clear job description. Outline the skills and qualifications required, such as experience with SEO tools, content creation, technical optimization, and an understanding of how search engines work. Specify the experience level — whether you're looking for an entry-level, mid-level, or senior SEO consultant.
Provide details about your company, its culture, and the challenges the specialist will address. Mention if the job is remote or on-site, and include the salary range or budget.
Step 2: Where to find SEO experts
Once you have a strong job description, begin your search. Some common places to find candidates include freelance sites, job boards, and referrals from your network. The most popular platforms include:
- Arc: Arc gives access to top-vetted talent within your budget.
- Upwork: Upwork provides access to a vast pool of candidates but requires vetting.
- Fiverr: Fiverr offers cheaper options, but quality varies.
Step 3: Interviewing candidates
Prepare questions that test the candidate's SEO knowledge, strategies, and past results. Pay attention to their communication, problem-solving skills, and professionalism. Ask for examples of their previous work, like SEO audits, content strategies, or client reports.
Step 4: Assessing proposals and deliverables
Request proposals from top candidates outlining their SEO approach and deliverables. Evaluate how well they understand your business, the quality of their tactics, and their communication strategy.
Step 5: Setting clear expectations and KPIs
After hiring, set clear goals and key performance indicators (KPIs) for your SEO campaign. Work with your SEO professional to establish realistic targets, like improving rankings, increasing traffic, or lead generation.
Agree on specific metrics like keyword rankings, organic traffic, bounce rates, and conversions. Hold regular check-ins to review progress and adjust strategies as needed.
Key skills to look for when hiring an SEO expert
Combining technical expertise and soft skills is essential for achieving successful SEO results. The key skills that SEO experts must possess include:
Technical skills
SEO tools expertise
A strong SEO expert should know how to use various SEO tools like Google Analytics, Google Search Console, SEMrush, Ahrefs, and Moz. These tools help track website performance, keyword rankings, backlinks, and competitor data, enabling the specialist to develop effective strategies.
Content creation and optimization knowledge
An SEO expert should understand how to optimize content for search results. This includes keyword research and creating content that appeals to Google bots and your audience.
Technical SEO proficiency
An SEO expert should understand website structure, be familiar with web core vitals, and improve factors like site speed and mobile-friendliness. They must also identify and fix technical issues that impact search engine rankings and conversion rates.
Understanding of search engine algorithms
Google frequently updates its ranking algorithms. An SEO expert should stay informed about these changes and know how factors like user experience, content quality, and backlinks affect SEO results.
Soft skills
Communication and collaboration
An SEO expert must clearly explain their strategies and ideas to clients or team members. They should also collaborate effectively with marketing teams to develop a well-performing SEO strategy.
Problem-solving and analytical thinking
SEO involves tackling issues related to website performance and rankings. A specialist should be able to analyze data, identify problems, and find solutions that improve search results and attract more visitors.
Adaptability and continuous learning
SEO is always evolving. A good SEO expert must be adaptable and eager to learn new techniques. To remain competitive, they should stay current with trends, updates, and industry changes.
Time management and organization
Managing multiple projects is common for SEO consultants. They need strong organizational skills and time management abilities to prioritize tasks, meet deadlines, and keep projects on track.
How to write an effective SEO expert job description
Guidelines for writing an SEO expert job description
- Define the role and responsibilities: Provide a clear overview of the main tasks, such as keyword research, on-page optimization, backlinking, and reporting.
- List required skills and qualifications: Include key technical and soft skills necessary for the role.
- Specify experience level: Indicate whether you're seeking an entry-level, mid-level, or senior SEO consultant, and mention the required years of experience.
- Mention employment type: Clarify if the role is full-time, part-time, freelance, or contract and whether remote or on-site.
- Describe the company and culture: Share information about your company, mission, values, and work environment to attract the right candidates.
- Outline benefits and compensation: List salary range, bonuses, health benefits, retirement plans, and other perks to draw top talent.
- Include application instructions: Specify how to apply (email, online form, job portal) and mention any required materials (resume, cover letter, portfolio).
Example SEO expert job post
SEO expert (full-time)
XYZ Company is seeking a skilled SEO expert to join our marketing team. You’ll develop and implement SEO strategies to boost search rankings, drive organic traffic, and increase online visibility.
Responsibilities:
- Conduct keyword research and analysis to identify target keywords
- Optimize website content, meta tags, and HTML for on-page SEO
- Create and execute link-building strategies for off-page SEO
- Monitor performance using tools like Google Analytics and Google Search Console
- Perform SEO audits and recommend improvements
- Collaborate with the content team to develop SEO-friendly content
- Stay updated on SEO trends, algorithm changes, and best practices
- Provide reports and recommendations to stakeholders
Requirements:
- Proven experience as an SEO specialist, with 3+ years in the field
- Strong knowledge of on-page, off-page, and technical SEO
- Experience with Ahrefs, SEMrush, Moz, and Screaming Frog
- Excellent analytical and problem-solving skills
- Strong written and verbal communication skills
- Familiarity with HTML, CSS, and website architecture
- Bachelor’s degree in marketing, computer science, or a related field (preferred)
Benefits:
- Competitive salary with performance-based bonuses
- Health, dental, and vision insurance
- 401(k) plan with employer matching
- Paid time off and flexible work arrangements
- Professional development and training opportunities
We'd love to hear from you if you're an experienced SEO expert who delivers results. Send your resume, cover letter, and a portfolio of your SEO work to careers@xyzcompany.com.
The most important SEO expert interview questions
1. How do you conduct a technical audit and create an SEO strategy?
This question reveals how the candidate analyzes a website’s SEO performance and identifies opportunities. They should explain their SEO processes for reviewing technical issues, on-page optimization, content, and backlinking.
2. How would you improve a website’s visibility for a specific keyword or topic?
This question tests their keyword research, content optimization, and link-building skills. The candidate should explain how they find relevant keywords, create quality content, optimize the site, and earn backlinks.
3. What major Google algorithm updates happened this past year, and how did they affect SEO?
An SEO expert must stay updated on Google algorithm changes. This question evaluates their knowledge of recent updates, such as the Helpful Content Update or Core Web Vitals.
4. Can you describe the difference between technical SEO and on-page SEO?
This question checks their understanding of different SEO processes. They should explain technical SEO and on-page SEO with relevant examples.
5. How would you build high-quality backlinks, and what tactics would you avoid?
This question explores their knowledge of ethical link-building strategies. The candidate should mention white-hat methods like guest posting, broken link building, and creating valuable content.
How much does it cost to hire an SEO expert?
The cost of hiring an SEO expert can vary widely depending on their skill level, location, and the scope of work. Here's a breakdown of the factors that influence these costs.
Freelance SEO expert costs
Freelance SEO experts usually charge either by the hour or per project. Hourly rates range from $50 to $200 or more, depending on their experience and location. For project-based work, costs can start at a few hundred dollars for a basic SEO audit and rise to tens of thousands for long-term, detailed SEO campaigns.
SEO agency costs
SEO agencies tend to offer more comprehensive services, making them an excellent option for outsourcing SEO. An SEO agency usually charges monthly retainers ranging from $1,000 to $10,000 or more. For one-time projects, costs can range from $5,000 to $50,000 or more, depending on complexity.
In-house SEO expert salary range
Hiring an in-house SEO expert is ideal for businesses needing ongoing SEO efforts. The average salary for an in-house SEO expert typically falls between $40,000 and $100,000 or more per year.
Factors affecting SEO pricing
Several factors can influence the cost of hiring an SEO expert, including:
- Experience and expertise: More experienced specialists command higher rates or salaries.
- Location: Specialists in large cities or high-cost areas charge more than those in smaller or more affordable locations.
- Scope of work: Large or complex projects will cost more than simpler, local ones.
- Ongoing support: Monthly services like reporting, content creation, or backlinking will be more expensive than one-time audits.
- Industry and competition: Highly competitive industries require more advanced strategies, driving up costs.
- Additional services: Some SEO specialists or agencies offer extra services like content creation or pay-per-click (PPC) advertising, which can add to the overall cost.
Red flags to watch for when hiring an SEO expert
When hiring an SEO expert, look for warning signs indicating unprofessional or unethical practices. These red flags can help you avoid bad strategies, false promises, or poor-quality SEO services.
Unrealistic guarantees
SEO is a complex, ongoing process. If someone guarantees top rankings and hundreds of backlinks within a few hours, they may be using harmful tactics that could damage your website in the long run. Building a solid SEO foundation takes time and involves creating quality content, earning organic backlinks, improving technical SEO, and continuously adapting to search engine algorithm updates.
Suspicious link-building tactics
Backlinks are one of the most critical components of SEO services, but they must be done ethically. Be cautious of specialists who suggest buying links or using link farms. Search engines like Google have strict guidelines regarding backlink practices. These methods can lead to penalties or even get your site removed from search engines.
Overemphasis on fast results
While SEO can bring some early improvements, real success takes time. If specialists promise overnight SEO results, they may rely on shortcuts that could harm your website’s rankings and credibility over time. While shortcuts like keyword stuffing and spammy backlinks might result in an initial spike in traffic or a sudden boost in rankings, search engines like Google are quick to penalize websites that engage in such tactics.
Lack of transparency in strategies and reporting
A trustworthy SEO expert should clearly explain their methods and provide regular updates. Refusing to share their approach could signal unethical practices. In addition, a refusal to provide transparency could signal a lack of accountability. A reliable SEO expert should be willing to show you exactly what they’re doing to improve your site’s visibility.
Cookie-cutter SEO solutions
Each business and website is unique, and SEO strategies should be tailored to your needs. Be wary of specialists offering the same solution to every client, as this approach is unlikely to deliver the best results.
For instance, a local business targeting customers in a specific geographic area will require a vastly different SEO strategy than an e-commerce company aiming for a national or global audience. The content, keywords, and even technical optimizations must be tailored to the business's unique situation.
Obsession with vanity metrics
Beware of agencies focusing solely on vanity metrics such as keyword rankings and search engine visibility without tying them to your overall business goals. These metrics may give the illusion of success, but they don’t necessarily translate into tangible value for your business, such as generating quality leads, conversions, or sales.
For example, ranking for a high-traffic keyword that doesn’t align with your target audience can inflate your traffic numbers without delivering actual business results. A sharp rise in website visitors who aren’t engaging with your products or services is useless and does nothing to support your bottom line.
How long does it take to see results from an SEO expert?
The timeline for SEO success depends on several factors, including:
- Website size and age: Larger, older websites with more pages may take longer to optimize than smaller or newer ones.
- Competition level: High-competition industries or keywords will need more time and effort to outrank established competitors.
- Current SEO status: If a website has existing SEO issues or penalties, fixing these may delay results.
- Quality of SEO work: The skills, strategies, and methods used by the SEO professional can also impact the speed of results.
SEO milestones
- Initial audit and analysis (1-4 weeks): The SEO expert conducts a full audit to identify issues and opportunities, then creates a custom SEO strategy.
- Implementation of recommendations (2-6 months): Technical fixes, content optimization, and on-page improvements are made during this phase.
- Link building and off-page SEO (3-12 months): Building quality backlinks and using off-page tactics to boost rankings and authority.
- Ongoing monitoring and reporting (continuous): Regular performance checks, updates, and progress reports are provided throughout.
What to expect in the first 3, 6, and 12 months
- First 3 months: Expect small improvements in technical SEO, like faster site speed and better indexing.
- 6 months: Consistent optimization and backlinking may lead to better rankings and increased organic traffic.
- 12 months: Expect significant improvements in search visibility, higher rankings for competitive keywords, and increased organic lead generation.
Continuous SEO vs. one-time SEO projects
Search algorithms and user behavior constantly evolve. While one-time SEO projects can offer short-term gains, continuous SEO is needed to maintain and grow search rankings. It involves regular audits, content updates, backlinking, and staying up-to-date with algorithm changes. This approach keeps your site competitive and consistently attracts organic traffic.
Final tips for successfully hiring and working with an SEO expert
Hiring the right SEO expert requires carefully considering their skills, experience, and approach. Whether you're considering a freelancer, agency, or in-house expert, take time to assess their knowledge, communication style, and ethics. Be wary of red flags like unrealistic guarantees or unethical practices, and ensure clear communication and transparency from the start.
Remember, SEO is a long-term process, so be patient, as results take time. Setting clear communication and expectations around your SEO strategy will ensure a successful SEO campaign that improves traffic, rankings, and online visibility.
Ultimately, hiring an SEO expert who is a good fit for your business will help you expand your message, improve your SERP (search engine results pages) rankings, and generate more leads for your business.
