Google Search Advocate John Mueller recently took to Twitter to seek advice on what to consider when hiring an SEO consultant. He posed the question on behalf of someone managing an animal park, indicating a need for a local SEO expert to boost their online visibility.
“Does anyone have recommendations in terms of people/companies & things to watch out for when picking one?” Mueller asked in his tweet. “How do you separate the serious from the less-serious folks?”
Here’s a look into the ensuing conversation, which included a range of insights into what you should look for when hiring SEO professionals.
Cost Considerations in SEO Consultancy
One reply to Mueller’s tweet highlighted the cost-sensitive nature of SEO consultancy. Kris Roadruck emphasized that most low-budget local SEO services charging below $1000 per month offer minimal service. He warns that these services often follow a generic formula, which businesses can expect unless they expand their budget.
“This is unfortunately budget-sensitive. Nearly all the folks that do low-budget local SEO (Sub $1000/mo) are chop-shops doing very little indeed and just following a generic formula performed by underpaid folks. Sadly this is the price range most local companies can afford unless they are attorneys, dentists, or some other high value service based biz,” Roadruck stated.
Look For Experienced SEO Agencies
Isaline Muelhauser suggested that a local agency could be a helpful resource. She highlighted the advantages of working with an agency that operates in the same area as the business needing local SEO services:
“Chose someone who’s experimented in local SEO and understands the local market. For Local SEO, we manage multilingualism and often low [monthly search volume]. The animal park owner should feel that their business is understood, not receive a general pitch deck.”
To that end, it’s beneficial to ensure the agency is familiar with the tools of the trade. An individual known as SEOGoddess on Twitter stated:
“If the local SEO company knows what certain SEO tools are, then that’s the first step in trusting they know what they’re doing. From there, it’s a matter of drafting up a good strategy and knowing how to help execute it.”
Insights from the Twitter Exchange
The Twitter thread sparked various responses, but several key topics were left unexplored:
- Specific criteria or red flags to watch out for when evaluating potential SEO consultants.
- Concrete examples or case studies demonstrating successful SEO strategies, especially for businesses like an animal park.
Takeaways from a Successful SEO Strategy
To address these gaps, let’s look at a successful SEO strategy for a local business dealing with animals. A relevant case study is from an agency that performed local SEO services for Deer Grove Animal Hospital in Illinois. This case study shows the components of a comprehensive SEO approach:
- Creating meta titles and descriptions
- Conducting a URL audit
- Ensuring a mobile-friendly site
- Setting up proper page structures
- Internal navigation audit
- Implementing local business structured data
These steps aim to improve a site’s visibility to both human visitors and search engine bots. The strategy also ensured that the business was listed in local online directories and had a complete Google Business Profile. Keyword reassessment was another crucial step, involving monitoring clickthroughs and keyword positions and adjusting the strategy accordingly.
Criteria & Red Flags in SEO Consultancy
In the complex world of SEO, it’s essential to differentiate between serious and less-serious consultants. Here are additional criteria to consider and red flags to watch for when hiring an SEO professional:
- Customized Strategy: A serious SEO consultant will design a tailored strategy based on your specific needs.
- Red Flag: Offering a one-size-fits-all solution without understanding your business.
- Transparency: Reputable consultants will be open about their methods and strategies.
- Red Flag: Promising immediate results or using confusing jargon.
- Track Record: Look for consultants with a proven success track record.
- Red Flag: Unwillingness or inability to provide case studies or references.
- Continual Learning: SEO is constantly evolving, and serious consultants stay current with trends and algorithm changes.
- Red Flag: Relying on outdated practices.
- Ethical Practices: Serious consultants adhere to ethical SEO practices.
- Red Flag: Utilizing unethical methods like keyword stuffing or hidden text.
In Summary
The Twitter conversation initiated by Google’s John Mueller provided valuable insights into what to consider when choosing an SEO professional. Cost shouldn’t be the sole factor, as low-budget services often deliver minimal results. Instead, prioritize experienced SEO agencies that understand the local market and have a track record of success. Look for consultants knowledgeable about industry tools and capable of developing a customized strategy tailored to your business’s needs.
Other essential factors include transparency, a proven track record, continual learning, and adherence to ethical practices. By following these guidelines, you can make an informed decision when hiring an SEO consultant to help your business thrive in the digital landscape.
Featured image generated by the author using Midjourney.
