Search engine optimisation services can be provided in a number of different ways. One of the most common ways businesses get help in SEO is through an internet marketing agency that provides the services they are looking for. Another route is using a freelancer who may serve a small number of clients and businesses similar to yours. Freelancers can also be seen as SEO experts or specialists who work for themselves. In this blog posts, we are going to discuss exactly what an SEO consultant does, what their role entails and why you, if you need SEO done, should consider an expert consultant to assist you online. Read our post to learn more about a job description for an SEO executive as well as their duties, responsibilities, tasks, requirements, job description and job profile.
What Do SEO Consultants Do?
To really put it simply, an SEO consultant assists, or consults, a business or individual by providing expert advice and make strategies to improve their search engine optimisation. They will assess the current state of business and review their online presence and then provide advice accordingly. Generally, an SEO consultant is one individual who has been in the online marketing space long enough to advise businesses in SEO or any specific areas related to it. An SEO consultant is someone who understands all facets of SEO and can assess exactly where someone may be going wrong in their online marketing. Does an SEO consultant actually implement the work needed to be done? Not necessarily, their role is ‘consulting’ which is more along the lines of advising, suggesting, and recommending the next few steps. An SEO consultant may run, or work with a team that will carry out the instructions presented in consultations.
What is SEO Consulting & is an SEO consultant different from an expert or specialist?
This really depends on where a business is at and what they need to be done. For example, a business may need advice on minor issues they facing with their website. Contacting and beginning a campaign with an SEO agency may not be worth the time if their problem can simply be rectified by a consultant. Granted for new businesses who are starting to get their website up and running, an SEO agency may be the way to go but for a company that already has a significant position online but is struggling with a minor mishap, an SEO consultant would be an ideal situation.
SEO Consultant Services & Job Description
As mentioned earlier, SEO consultants will advise on any related to search engine optimisation. An SEO consultant job description includes:
On-page SEO is everything that takes place on the website. This includes content marketing, internal linking, keywords, schema markup, title and description tags, heading tags, page speed, broken links and redirects, silo site structure and more. Ultimately, an SEO consultant will review the website and identify errors that can be fixed. Most often, these errors can only be picked up through SEO tools as they are hidden and won’t be picked up unless you know what to look for.
For example, an SEO consultant may pick up the fact that a webpage currently has the wrong canonical link set. Often when a website switches from HTTP to HTTPS, their website owner may forget to update the canonical link to ‘HTTPS’. If you don’t do this, search engines will still favour the old version on HTTP.
Many businesses may already have their on-page correct, or at least they think, but still come to find that their visitors aren’t converting, are getting lost on their site and their bounce rate is climbing. A consultant will assess these metrics through tools such as Google Analytics and Google Search Console to diagnose the problem and provide advice on how to improve.
Off-page SEO is everything that is happening off the website. Are large part of off-page SEO is to do with a websites link profile. A consultant will analyse and review a websites link profile to determine where they can improve. Links are still one of the major Google ranking factors so it’s vital to ensure your link profile is strong and relevant. So what does an SEO consultant look for when analysing a link profile?
- Number of referring domains
- Number of backlinks
- Number of DoFollow and NoFollow links
- The anchor text profile
- Where the links are coming
- The relevancy of incoming links
- Toxic, spammy links
- Areas to improve based on competitor links
Unless you are using SEO tools, it’s extremely difficult to analyse a website’s link profile. There could be several links that are preventing the website from ranking and you would never know about them if you didn’t have the tools to discover it. A consultant will go through all these factors and assess what’s working, what’s not and how to improve.
Local SEO is often overlooked while at the same time highly important. Some of your most important customers are those in your local area and if they can’t find you they are not going to call you. An SEO consultant will conduct an analysis of how well you are targeting your local customers. This is primarily done through Google My Business which provides data on whose viewing your photos, the number of calls, direction requests and whose viewed your website. In addition, an SEO consultant will review your local citation profile to understand how many citation links a website has and the popularity of it’s NAP (name, address and phone number) on the web. If you provide services to customers in your area, it’s imperative that you optimise your Google My Business to make it easy for customers to find you.
In this blog post, we have only covered the three main part of search engine optimisation. However, this represents a strong idea and indication of what SEO consultants do and why you should hire a consultant if you need to improve your website.