Even with outstanding creative content, getting it seen online can be a major challenge. When website traffic flatlines and analytics remain stagnant, it might be time to consider bringing in a search engine optimization (SEO) consultant. SEO can feel like a “black box” due to constantly changing algorithms and Google’s secretive nature about its ranking factors. For creative brands with limited time and budget, an SEO consultant offers invaluable guidance in this ever-evolving landscape.
SEO Consulting: The Basics
Before delving into the consultant’s role, it’s essential to grasp SEO fundamentals.
The Importance of Being on the First Page
When users conduct a Google search, they rarely look beyond the first page of results. Top-ranking sites are typically well-optimized, appearing on the Search Engine Results Page (SERP). For creative professionals like videographers, graphic designers, or artists, appearing in these top results is crucial for visibility. An SEO consultant can help you achieve this.
On-Page vs. Off-Page SEO: Boosting Your Rankings
Think of optimizing your website like staging a house for sale and advertising it.
- On-page SEO is like “staging the property.” It involves optimizing elements directly on your website to make it appealing to search engines and users. This includes:
- Keyword usage: Strategically incorporating key terms relevant to your content.
- Content structure and tagging: Using header tags (H1, H2, etc.), alt text for images, and logically organizing your site’s structure so search engines understand your material.
- Content quality: Ensuring your content is valuable, relevant, and engaging.
- Off-page SEO is like “advertising the property.” It involves actions taken outside your website to boost its search ranking and improve visibility. The most significant factor here is backlinks, which are links from other reputable websites pointing to yours. These act as “social proof,” signaling to search engines that your site is trustworthy and authoritative. Building relevant, high-quality backlinks is vital for improving your domain authority.
The SEO Consulting Process Explained: The Role of an SEO Consultant
An SEO consultant is a trained professional who leverages the latest SEO strategies to ensure your content is seen by the right audience. Their ultimate goal is to drive qualified traffic to your website that translates into sales, inquiries, or whatever your business defines as success.
What an SEO Consultant Does:
A good SEO consultant helps develop and refine your SEO strategy by:
- Competitor Analysis: Researching competitors’ backlink profiles and keywords to identify opportunities and steer your strategy.
- Keyword Research: Discovering “sweet spots”—keywords with high search volume but low competition—to help you rank more easily.
- Content Strategy Development: Often acting as content strategists, they help identify opportunities to create valuable content that attracts interested searchers to your site.
- Site Performance Optimization (Technical SEO): Making “under-the-hood” adjustments to improve website performance, such as ensuring fast page load times, mobile-friendliness, and proper content tagging for search engine understanding.
What an SEO Consultant Probably Won’t Do:
It’s important to set realistic expectations. An SEO consultant typically won’t:
- Create all content for you: While they can guide content strategy and provide topics, you (or your team) may be the best person to produce thought leadership content.
- Guarantee quick, unbelievably good results: Be wary of consultants promising instant top rankings or massive traffic spikes. Such promises often indicate reliance on “shady, short-term tactics” like buying backlinks or keyword stuffing, which can lead to search engine penalties.
A reputable SEO consultant focuses on organic, sustainable strategies that attract relevant traffic, leading to qualified leads and business growth, rather than just high page views. Their expert advice is essential for navigating the complex online landscape.
SEO Management Consulting: Finding and Working with an SEO Consultant
Finding the right SEO consultant for your creative business requires a strategic approach.
Finding an SEO Consultant:
- Set clear objectives first: Before searching, define your goals. Are you aiming for more clicks, increased sales conversions, or content strategy development? This helps you find consultants with matching expertise.
- Explore social media and marketplaces: Platforms like X, Instagram, Upwork, and Fiverr can be good resources. Cast a broad net and talk to several candidates.
- Check their own page rankings: If an SEO consultant’s own website ranks poorly, it’s a red flag. A highly ranked consultant’s page indicates they “practice what they preach.”
- Consider geographic proximity: While not essential, a local consultant might understand regional nuances that benefit your SEO. Tools like Clutch can help find consultants by location.
- Seek a collaborative relationship: A good SEO consultant should embrace teamwork and focus on your specific business goals.
- Dive into client testimonials: Reviews and client ratings offer valuable insights into a consultant’s past work and success. Look for a proven record backed by other clients’ achievements.
Working Successfully with an SEO Consultant:
Once you’ve hired an SEO consultant, success depends on a collaborative relationship:
- Set clear goals: Define measurable objectives from the outset. Are you struggling with irrelevant traffic (visitors not converting)? Or simply not enough traffic? Clearly communicate these challenges.
- Agree on realistic strategies: Your consultant will translate your challenges into actionable strategies (e.g., creating thought leadership articles). Be realistic about what can be achieved, especially if you’re in a crowded niche. For a small independent bookstore, aiming to be #1 for “books” is unrealistic; “Asheville bookstore” is more achievable.
- Find a niche: To avoid overly competitive spaces, focus on a specific niche. Realistic, defined goals (like ranking for “Asheville bookstore”) are more achievable with proper investment.
- Keep the information flowing: Provide your consultant with access to website analytics, marketing strategies, and other relevant data. SEO doesn’t work in isolation; it optimizes your existing business plans. Also, be open to adapting your messaging for SEO purposes while remaining authentic to your core values.
Monitoring Progress with an SEO Consultant:
Tracking performance is crucial to measure success and refine strategies.
- Tools for website analytics: Utilize tools like Google Analytics, Plausible, or Fathom to track overall website traffic. Crucially, connect this back to the number of desired actions (e.g., contact form completions, purchases) using event tracking.
- How to track search-engine rankings: Google’s Search Console helps you monitor your site’s performance on Google. Tools like Semrush, Moz, and Ahrefs offer comprehensive metric tracking and visual reports, providing insights into keyword rankings and overall site authority.
- Avoid vanity metrics: Don’t get fixated on “vanity metrics” like raw page views if they don’t lead to business goals. Focus on metrics that align with your specific SEO strategies, such as qualified leads or conversions.
- Refine strategies based on data: Use performance data to identify what content performs best and produce more of it. Tracking allows your consultant’s strategies to evolve, ensuring you meet potential customers’ needs.
Get Started with SEO Consulting
SEO is a complex and time-consuming endeavor. Hiring a professional SEO consultant is a significant commitment, but with clear objectives, careful performance tracking, and an evolving strategy, you can confidently navigate the digital landscape and boost your creative business’s online visibility and growth.