How to hire an SEO consultant

Nowadays, the majority of our online experiences start with a search engine like Google or Bing. That’s why a solid presence on search engine result pages (SERPs) is essential for any business looking to attract customers and drive traffic. 

Writing well-researched and persuasive content is no longer enough to rank well on search engines, however. You also need to make sure that content – along with your entire website – is search engine optimized in order to become more visible and attract visitors.

This is where an SEO consultant comes in handy. These professionals are adept in search engine optimization (SEO) and can be one of the most valuable roles to an organization’s success. Knowing how to find, screen, and hire a qualified SEO consultant is crucial for improving the revenue-generating potential of your business and staying competitive in your niche.

In this article, we'll explore what an SEO consultant does, why they are so crucial for business, and how you can assess their skills to hire the best candidate.

What is an SEO consultant

SEO consultants are search engine optimization experts who assist businesses in improving their website's search engine rankings and online visibility. They are familiar with search engine algorithms and employ various strategies and best practices to optimize websites and help them rank higher in organic search results.

To improve rankings, SEO consultants can:

• Perform technical website audits and fix SEO issues

• Conduct keyword research and analysis

• Optimize on-page and off-page SEO 

• Assess performance continuously (e.g. with Google Search Console) 

• Identify traffic opportunities and define strategies for improvement

• Create an SEO content strategy

• Optimize existing site content

• Improve site navigation and make it more user-friendly

• Perform competitor analysis of high-ranking pages and identify content gaps

• Distribute content through email and social media by collaborating with other marketing teams

• Improve calls-to-action to help boost conversions 

To do all this, they work with marketing and design teams, as well as with content writers and copywriters. 

What’s the bottom line for your business, though? 

Improving rankings on search engines is crucial for businesses, because this helps them generate leads and increases organic traffic without using paid ads. According to a study by Terakeet, acquiring customers with the help of a good SEO strategy is 87% cheaper than using paid search tools, such as PPC (pay-per-click) ads. 

The specific roles and responsibilities of an SEO consultant vary depending on your needs and also on the services they specialize in. For example, some might specialize only in technical SEO while others might focus on building content strategies for their clients or employers. 

SEO consultant hard skills

As you assess your next SEO consultant, which hard skills should you look out for? It all depends on the role and the exact tasks you plan to give them, but here are some of the most important skills to assess:

Technical SEO

Technical SEO is the foundation of effective search engine optimization. An SEO consultant must understand how a website works and the technical aspects that impact the website's performance and search engine rankings. How could a consultant optimize a website if they don't have enough knowledge of the different technical factors that contribute to the ranking algorithms?

An ideal SEO consultant needs expertise in areas like website structure, URL optimization, XML sitemaps, canonicalization, robots.txt implements, and mobile responsiveness. 

You can assess a candidate's ability to conduct comprehensive website audits and other technical aspects with the help of the Technical SEO test from TestGorilla.

Google Analytics

An SEO consultant is responsible for measuring website performance, tracking key metrics, and extracting valuable insights, so proficiency in Google Analytics is a must. They should be able to set up and configure Google Analytics accounts, create custom reports, analyze traffic patterns, and monitor user behavior. Understanding key performance metrics like organic search traffic, bounce rate, conversion rates, and user engagement can help consultants make data-driven decisions and optimize SEO strategies.

Digital marketing

SEO and digital marketing go hand in hand. A consultant should have a solid understanding of digital marketing principles and how to implement them across various digital marketing channels. While Google is the undisputed king of search engines, there are several others quickly gaining traction that consultants should be familiar with.

For instance, according to Statcounter, Yandex is the most popular search engine in Russia, ranking above Google. This highlights the importance of an SEO consultant’s ability to align SEO strategies with broader marketing objectives and create synergy between different channels. 

With TestGorilla, you can assess your candidates’ social media marketing and email marketing skills to see whether they have a solid understanding of digital marketing as a whole. 

Keyword research and SEO copywriting

Keyword research sets the foundation of any successful SEO strategy, and creating high-quality, keyword-optimized content is a vital skill for an SEO consultant who will also be writing your copy or content.  

Their skill set should include identifying relevant keywords and analyzing search volumes, competition, and user intent. They should be proficient in crafting content that is not only informative and engaging, but also includes relevant keywords and aligns with SEO strategies.

Copywriting can include writing for blogs, website content, video descriptions, meta tags, titles, and other on-page content. Use our SEO copywriting test to evaluate a candidate's ability to target and use the right keywords in copy.

On-page and off-page optimization

Simply including keywords in your copy is not enough to optimize your content. It takes a combination of on- and off-page SEO strategies to get content to rank in the top results. 

A skilled SEO consultant will be competent in optimizing on-page elements, such as meta tags, headers, alt texts, URL structure, internal linking, and schema markup, to ensure that search engines understand and rank the content appropriately.

They should also be proficient in off-page optimization, which involves building high-quality backlinks and developing effective link-building strategies to improve the website's domain authority and credibility. 

Effective on- and off-page optimization strategies work in tandem to improve search engine visibility, drive organic traffic, and enhance the overall online presence of a website.

SEO consultant soft skills 

SEO is an extremely dynamic field with frequently changing ground rules. While technical skills are key, your next consultant’s adaptability and willingness to learn are equally important.

Your next SEO expert should work well with your team, adhere to deadlines, adapt to new technologies, and find solutions to unexpected problems as they arise. 

Here are some specific soft skills to look out for in candidates:

Communication

Effective communication skills are essential for SEO consultants to convey complex SEO concepts to team members, managers, clients, and other stakeholders. They should be able to explain technical jargon clearly and concisely, ensuring everyone understands their strategies and recommendations. 

Strong communication skills enable consultants to efficiently listen to client needs, gather requirements, and collaborate effectively with cross-functional teams.

Adaptability and continuous learning

The field of SEO evolves constantly – and very quickly. 

Google constantly changes its algorithm for indexing and ranking results; in fact, the search engine reports rolling out thousands of algorithm changes per year. While most of those changes are minor, occasionally they will impact websites’ traffic significantly, so it’s imperative for an SEO consultant to be on top of emerging trends, algorithmic changes, and new tools and techniques. 

They should stay updated with industry best practices and proactively implement innovative strategies that align with the evolving search engine algorithms.

Analytical thinking

Google Analytics is crucial in search engine optimization. Therefore, an SEO consultant should have strong analytical skills to understand the data gathered by Google and derive valuable insights. By analyzing metrics, user behavior, and competitor data, consultants can identify opportunities for improvement and formulate effective strategies to achieve desired outcomes. 

They should also possess strong problem-solving and pattern-identification skills to make data-driven decisions.

Creativity

While SEO requires adherence to technical guidelines and looking at data, creativity also plays a significant role in devising unique strategies. 

An SEO consultant should have a creative mindset to think outside the box and develop custom, innovative strategies based on the type of content, target audience, and marketing channel. In a competitive online landscape, brands must look beyond traditional methods to stand out from the pack.

Teamwork and collaboration

SEO consultants must often work with web developers, marketing professionals, and content creators to implement SEO strategies and generate positive results. Strong collaboration and teamwork skills are a necessity. 

Positive relationships and effective communication with team members ensure that SEO initiatives and marketing campaigns continue running efficiently.

How to test SEO consultants’ skills

The best way to assess your next SEO consultant’s skills is to use a dedicated skills assessment platform like TestGorilla. 

With our platform, you can build an assessment of up to five skills tests and send it to all applicants in your candidate pool. This way, you’ll get clear, measurable insights into which candidates have the right skills and knowledge to help your business rank better in search engines. 

Here are some of the tests we recommend using to find a skilled SEO expert: 

• Technical SEO test. Technical SEO should be an important element in your search engine optimization efforts, so be sure to evaluate your applicants’ skills with this test. 

• SEO copywriting test. If you need your SEO consultant to not only analyze traffic, keywords, and opportunities and provide their recommendations, but also to write optimized copy for you, this test will help you evaluate their ability to do so.  

• Google Analytics test. Any SEO consultant who’s worth their salt will know the ins and outs of Google Analytics. Ask them to take this test to check their skills.  

• Problem solving test. SEO is all about solving problems – problems with traffic and underperforming web pages, that is. Hire an expert problem solver to make sure they’re able to clear any roadblocks on the way to your website’s optimal performance.

• Communication skills test. SEO consultants need to communicate with marketing teams, content writers, designers, developers, and business owners, among others, sometimes on a daily basis. With this test, you can make sure you’re hiring a strong communicator who knows how to present information to various audiences – and can handle any feedback. 

Where to find an SEO consultant

Equipped with a list of skills to assess and a simple method to test them, now it’s time to track down some candidates for your next SEO consultant hire. 

Here are some sources that can help you find them:

Freelance marketplaces

The best place to begin your search is on freelance marketplaces like Upwork, Fiverr, Freelancer, and MarketerHire. 

These platforms offer a wide selection of SEO consultants with different experience levels and skills. Browse through candidate profiles and read client reviews to assess whether the freelancer is skilled enough for your needs.

Professional networks

Tap into professional networks and online job boards to find experienced SEO consultants with a proven track record. 

SEO conferences, seminars, and workshops bring in experts from all over the world. Online directories such as SEMrush's Agency Directory, Moz's Recommended List, and Clutch provide curated lists of SEO professionals and agencies. 

Similarly, portals like LinkedIn and Indeed can help you identify knowledgeable consultants and check whether they’re available to take on new projects.

Recommendations and referrals

Another way of finding an SEO expert is to seek recommendations from people you trust and who have previously worked with one. Personal referrals provide valuable insights into a consultant's expertise, professionalism, and ability to deliver results.

SEO consultant job description template

Attracting great candidates starts with a compelling job listing. Here’s a template of an SEO consultant job description to help you get started on yours:

[Your company name] is seeking an experienced and results-driven SEO consultant to help us improve our rankings. This is a contractor role for a 6-month period. 

As an SEO consultant, you will work closely with our marketing and web development teams to improve our organic search visibility, drive website traffic, and enhance overall search engine performance. This is a remote position that offers flexible working hours.

Responsibilities

• Conduct comprehensive website audits to identify ranking opportunities and issues to fix

• Perform keyword research to identify target keywords and optimize website content accordingly

• Develop and implement effective on-page and off-page SEO strategies to increase organic traffic

• Optimize website structure, navigation, and user experience to enhance search engine crawlability and indexing

• Monitor and analyze website performance, rankings, and user behavior using SEO  analytics platforms

• Provide recommendations and guidance for website optimization, content development, and link building efforts

• Stay up-to-date with industry trends, Google algorithm updates, and best practices in SEO

Requirements

• Proven SEO experience, with a track record of improving organic search visibility and driving results

• In-depth knowledge of SEO techniques, best practices, and industry tools (e.g. Google Analytics, Google Search Console, keyword research tools)

• Familiarity with HTML, CSS, and website development principles, with the ability to work closely with web developers to implement SEO recommendations

• Strong analytical skills, with the ability to interpret data, draw insights, and make data-driven decisions

• Excellent communication skills to effectively collaborate with cross-functional teams, present recommendations, and provide clear explanations of SEO concepts to stakeholders

Preferred experience and qualifications

• Experience with B2C SEO for a brick-and-mortar store that has an online shop

• Experience with local SEO and optimizing websites for specific geographic locations

• Knowledge of technical SEO, including website performance optimization, structured data implementation, and XML sitemaps

• Familiarity with WordPress and experience optimizing websites on it

• Understanding of social media's impact on SEO and integration of social media strategies into overall SEO efforts

To apply, please submit your portfolio or examples of SEO projects you have worked on. Additionally, include a brief introduction highlighting your experience and your best achievements. You’ll receive a link to a skills assessment which you need to complete to be considered for the role. 

How much does an SEO consultant cost?

The average salary of an SEO consultant depends on several factors, such as the level of education, experience, acquired skills, and certifications completed. It also depends on which country and demographic you're based out of. In addition to the base salary, an SEO consultant receives regular cash bonuses, tips, commissions, and profit sharing. 

According to Glassdoor, the average total pay of an SEO consultant is $58,074 per year, including a $53,495 base pay and an additional pay of $4,580 per year. The range falls between $44,000 to $76,000 per the consultant’s experience level.

SEO consultant interview questions

Once you’ve screened your talent pool with skills testing, it’s time to invite the best candidates to take part in a structured interview. We’ve compiled some ideas for interview questions, so you can get to know your candidates and determine the best fit:

1. Can you walk us through your process for conducting an SEO audit and identifying optimization opportunities?

2. How do you approach keyword research to target relevant and high-impact keywords?

3. Can you provide examples of successful SEO campaigns you’ve managed? What results did you achieve?

4. How do you stay updated with the latest trends, algorithm changes, and best practices in SEO?

5. Can you explain your strategy for optimizing website structure and navigation to enhance the user experience, crawlability, and indexing?

6. How do you measure and track the success of your work? What metrics do you consider most important?

7. Do you have experience with local SEO? If so, can you share your experience in optimizing websites for specific geographic locations?

8. How do you approach link building? What’s the best way to acquire high-quality backlinks?

9. Can you provide examples of how you’ve collaborated with web developers or content creators to implement SEO recommendations?

10. How do you communicate SEO progress and recommendations to people who may not have a strong technical understanding?

If you’d like more ideas, check out our article on 100+ questions to ask SEO experts, in which we’ve covered all the questions you might need to ask to evaluate SEO proficiency. 

Find the best SEO consultant without bias

With the rise in digital marketing courses and certifications, receiving dozens of applications when looking to hire an SEO consultant is common. An efficient assessment process is crucial for identifying suitable candidates with the skills and knowledge required for the role.

You can implement pre-employment skills testing to streamline hiring and shortlist qualified candidates. Invite them to take a skills assessment specifically tailored to evaluate their SEO proficiency and other soft skills related to the role.

Don't waste time scanning resumes or interviewing unqualified professionals – reinvent your hiring with TestGorilla. Start a free trial today to see how you can identify the best talent fast and bias-free.