What does an SEO consultant do? This is our in-depth look at the role of an SEO consultant and why your business needs one.
In the fierce world of modern business, building a robust online presence is absolutely vital. Whether you’re an experienced user or a complete novice, you should be familiar with the term SEO – otherwise known as Search Engine Optimisation – and appreciate the fact that a strong strategy should sit at the heart of your digital marketing exploits.
SEO is essentially what will fire your business up search engine results pages (SERPs) when consumers and web users type (or speak) a certain keyword, phrase, or question into their favourite search engine. While the more knowledgeable business owners can certainly learn the basics, mastering the concept of SEO and establishing effective campaigns is a job that’s best left to the professionals.
To find out more about SEO itself, take a read of our article how can SEO help my business.
The Role Of An SEO Consultant At A Glance
At its most basic form, an SEO consultant’s job is to analyse a client’s website along with its backlinks before providing professional recommendations to help the company improve its ranking and gain increased traffic to their site.
However, the realm of SEO has evolved over the years, meaning the role of an SEO consultant and their skill set is now far more technical. Specialists are now expected to have an in-depth understanding of the various trappings and how they can be integrated for a holistic approach to SEO. This includes;
- Accelerated Mobile Pages (AMP)
- Ad Retargeting
- Artificial Intelligence
- Cloud Computing
- Conversion Rate Optimisation
- General Data Protection Regulations (GDPR)
- Internet Of Things
- Loading Speeds
- Messaging Apps
- Mobile-First Indexing
- Native Advertising
- Social Media
- Voice Searches
- Web Security
- And More
This SEO expert knowledge is combined with creative hands-on approaches to establish successful strategies that are designed to bring ongoing, quantifiable progress across multiple channels. This ultimately increases the natural and targeted search engine traffic, which can significantly boost a business’s hopes of sustained success.
Why Does Your Company Need An SEO Consultant?
The importance of a strong SEO strategy cannot be emphasised enough, which is why only the best solution will suffice. While it is possible to take the DIY route, there is no question that delegating this job to a professional SEO consultant or online marketing agency produces far better results.
When selecting an experienced and meticulous SEO specialist, the business will reap the following rewards:
- Get onto the all-important first page of Google, which attracts over 90% of clicks.
- Stay ahead of the game by embracing new features such as mobile searches and voice searches.
- Save time and money in the long run while being able to focus on other business matters.
- Keep up to date with the evolving algorithms for sustained results.
- Avoid making mistakes or committing black hat SEO techniques that could result in penalties.
Given that a strong SEO presence significantly boosts traffic and company reputations in one fell swoop, the impacts on revenue and profits can be huge. For this reason alone, paying for an SEO consultant is almost always considered one of the best investments that any modern business could ever make.
What Tasks Will An SEO Consultant Complete?
The role of an SEO specialist is as varied as it is technical. The truth of the matter is that a website’s search engine optimization SEO visibility can be influenced by a whole host of different elements. In order to successfully analyse and improve a client’s credentials, an SEO consultant will need to complete a long list of different tasks. Only then can the company’s website gain maximum exposure and traffic.
Here are 50 things that an SEO consultant will do to help a client climb the Google rankings in a fast, efficient manner:
- Appreciate the client’s requirements and objectives. This includes understanding the business niche, awareness goals, and brand’s USPs before setting achievable targets that can be monitored over time.
- Research keywords and rank them based on the impact that they can have on the primary demographic of web users, along with competition levels and potential commercial value, to build a Keyword Targeting Strategy.
- Establish strong on-site SEO elements including H-tags, images, and formatting. This should also cover keywords, keyword phrases, LSIs (Latent Semantic Indexing), and other associated on-page SEO items.
- Use keyword mapping and the ability to organise and assign the right keywords to the right pages for maximum impact while avoiding the threat of Google penalties due to unnatural keyword cannibalisation.
- Focus on localised SEO by using geographical search terms and targeting local reviews and business directories while also setting up a verified Google My Business profile and Google Maps listing.
- Conduct a comprehensive website audit to check the current Google Indexing, traffic statistics, HTML code, and web content inventory, using the likes of Google Search Console and Google Analytics. This helps identify any shortcomings that need to be addressed.
- Analyse competitor websites using various online platforms before utilising the strengths and weaknesses to build a strategy aimed at increasing the speed of progress for the client.
- Identify and rectify 404 errors, 301/302 redirects, broken links, server errors, crawl errors, incorrect sitemaps, robots.txt files, duplicate content, and other technical SEO issues that could be holding the site back.
- Implement money keywords on the site’s home page and use landing pages, blog posts, and published pages to gain top 10 ranking positions. This ultimately acquires stronger visibility and higher Google rankings via an improved content marketing strategy.
- Focus on building a better UX (user experience) to increase the page views and time spent on site. It should also lead to higher CTRs (click-through rates) in the SERPs (search engine results pages).
- Stay ahead of the curve by understanding the latest updates to the Google Algorithm (Panda, Rankbrain, etc.) and appreciate other industry trends to avoid spam and other potentially damaging techniques.
- Ensure that the client’s website is both SEO-friendly and user-friendly. This includes placing a focus on the most significant content to make it accessible, easily navigated to, and indexed in the correct manner.
- Develop ideas for new content, focusing on relevant, original, and added-value content that plugs gaps in the existing content and satisfies Google’s algorithm and quality control through EAT (Expertise, Authority, Trustworthiness).
- Write content in a conversational tone aimed at embracing voice searches while also using title tags, meta descriptions, headings, and other copywriting tools that successfully add value to the content and UX.
- Incorporate the above content ideas to improve existing content, using bullet points and headings in an effective manner while also removing poor grammar and duplicate content for optimal results.
- Ensure that the relevant content is equipped with the necessary CTAs (call-to-action) for greater engagement and conversion rates, which is ultimately the end goal of any successful marketing strategy.
- Understand and master the operational features along with the pros and cons of the client’s CMS (Content Management System) whether it be WordPress, Joomla, Concrete5, or an alternative solution. Remember to check out our guide on how to use WordPress.
- Utilise basic HTML coding, web-page layouts, graphic design, and CSS (Cascading Style Sheets) to embrace the web design and development processes that are used within throughout the client’s website.
- Install or amend the key elements of eCommerce platforms for a great UX that complies with the laws. This includes storefront solutions and photo galleries as well as shopping carts and online payment processing services.
- Analyse the site’s SEO shortcomings to make recommendations on external third-party services that could be used to form a part of the digital marketing strategy and further enhance the Google visibility.
- Embrace various SEO tools such as Google Webmaster Tools (Google Search Console), Google Analytics, SEMrush, Hootsuite and Majestic to gain greater insight regarding the most effective changes that could be implemented.
- Install HTML markup and use tools like Featured Snippets, Local Pack and Google’s Quick Answers Box, along with other advanced SEO tools to improve the page optimization of the client’s website, resulting in a significant boost over the competition.
- Apply white-hat link building outreach to gain organic links from other websites and blogs that carry authority to the client’s landing pages and other key content. Off-site marketing is key.
- Use internal linking strategies to create marketing funnels that guide users through relevant content for a better UX and website function, which will also influence the way the site is ranked by search engines.
- Ensure that content, SEO and links adhere to a process of continuous improvement to stay ahead of the competition. This involves analysing various data metrics and constantly looking at where upgrades can be made.
- Troubleshoot potential problems and errors that could hold back the website’s SEO ranking over extended periods of time. Upon location, they should be treated in the correct manner.
- Recommend navigation, site layout, menu, footers, colour schemes, imagery, logos and favicons that provide functionality while additionally providing the final design touches to bolster the UX.
- Set the KPIs (Key Performance Indicators) to know which criteria – audience share, traffic sources, ROIs, keyword ranking – the site’s performance and overall SEO strategies should be judged on.
- Use naming conventions to aid the domain name. URL structure, sub-domains, content silos, usernames, multimedia titles and images are just some of the aspects that can feed into this factor.
- Explain the benefits of strong SEO strategies to clients with in-depth insight into realistic expectations, costs, and timeframes for the proposed strategies.
- Generate monthly reports to monitor progress and make further projections. This may involve tracking keyword changes, the performance of landing pages, traffic sources, new incoming links and domains.
- Build a URL map to document information architecture, which should cover the hierarchy of content as well as 301/302 redirect data and records of old URL histories as well as the new URL structure.
- Ensure that the responsive design of the website is built with Google’s mobile-first indexing in mind, as well as the optimisation of voice search results due to the growing trends in both search methods.
- Create, promote, and integrate social media profiles across tier one platforms like Facebook, Twitter, Instagram, YouTube and Pinterest for increased exposure across multiple channels and a better UX.
- Consult clients on the fundamental features of smart branding and how to establish awareness, credibility, authenticity and visibility through a combination of on-site and third-party content.
- Distribute content through social media, email, video channels, PR, blogs, influencers, display adverts and a host of other systems that can increase exposure and awareness of the brand.
- Establish high standards for the client’s content to ensure that the Google algorithm views the content in a favourable manner when scouring the net for items that are relevant to the consumer’s search.
- Understand paid advertising such as PPC (Pay Per Click), Google Ads (AdWords) and paid search advertising before devising the perfect strategy to ensure that the client’s marketing budget is spent wisely.
- Document details on the web host such as renewal dates and any issues with the Domain Registrar. If deemed necessary, suggestions regarding better solutions should be made to the client.
- Communicate and collaborate with the client’s digital marketing team to ensure that they can continue the work for years to come. This may include holding several meetings and providing aftercare support.
- Show the marketing teams how to grow with demonstrations and other forms of tutoring. Conference calls, work reviews, presentations and SEO meetings can all be used in an effective manner to aid the client long term.
- Secure the website with SSL (Secure Sockets Layer) certification and other protection tools that search engines give preferential treatment to, as well as understanding the difference between HTTP and HTTPS.
- Consult clients on their current digital marketing platforms and compare them to where they want to be in 12 months or 5 years time, building a clear pathway to keep their project progressing nicely.
- Underline the realistic expectations and set them out within a contract. This protects client and contractor alike, ensuring that all SEO consultancy works are completed to the desired outcomes without ambiguity.
- Avoid overselling guarantees that may not be possible. Analyse the gains acquired for previous clients as a barometer or what can be achieved while also having a clear focus on goals that are under direct control.
- Handle SEO budgets by communicating with the client in an efficient manner to discuss priorities and limitations. The financial management should be supported further by documenting all changes.
- Have the authority to discuss complex and potentially difficult issues with the clients in a simplistic and unconfusing fashion to ensure that their SEO strategies can unlock their full potential.
- Use logic to prioritise the workload so that the clients can begin to see the benefits of revamping their SEO strategies far sooner. Marketing is a long-term game, but a solid start makes a huge difference.
- Weigh up the pros and cons of combining or consolidating several domains under the client’s ownership before making the best recommendations based upon those findings.
- Spot new opportunities and threats by discovering when competitors are catching up or when a part of the SEO marketing budget should be invested in exact match domain names or other features.
The Final Word
While the fundamental principles of an SEO consultant’s role are fairly simple, mastering the concept of Search Engine Optimisation is one in which the strongest professionals must boast expertise across a wide range of elements. When they implement the strategies in a successful manner, though, they can transform a company’s web presence forever.
If you want to find out more about SEO, or would like more information on an SEO consultant job description, then get in touch by leaving a comment below.