e are 9 signs that your SEO consultant may not be competent.
It’s easier than ever to advertise yourself as a “SEO consultant” with the advent of chatGPT and automated reporting.
Why would you not want to do this?
According to Glassdoor.com, the average salary of an SEO specialist is expected to be just over $56,000 by June 2023. is expected to reach a total market value of $77.6 Billion by 2023. This means that there will be plenty of opportunity and money for all.
This rise in opportunity and the ease of advertising yourself as a “SEO consultant” comes with risks. It is particularly important for those who are looking for qualified SEO help to manage their campaigns, blogs and websites.
SEO (search engine optimization ) is not like most other professional fields.
- A governing body.
- A set of accepted industry standards.
- The built-in system will help you to distinguish between the good and the bad consultants.
How can you tell if a SEO consultant is ethical, competent and puts ‘s interest first?
The warning signs are important.
Here are nine warning signs from a successful SEO Consultant who has been running his company for over 20 years. He has trained SEO teams in five continents and assisted clients to hire their SEOs.
Warning Sign 1: Lack transparency in methods
SEO isn’t a black-box. A competent SEO will be able explain to their client the strategies and approaches they use without hesitation or coaxing.
Do you plan to give me a content-based strategy? What is involved?
You say that you need to change the design? What are the reasons for these changes, and what will be the result?
What strategies do you use to improve your authority and backlink profile? What are the strategies involved?
If the consultant hides any of the above, or shows a lack of transparency in their methods, then these should be questioned.
- Tip An SEO expert should be able provide a clear, concise and well-informed approach to your website and its goals. I call it “toddlers & drunk adults” method.
Warning sign 2: Unrealistic expectations or promises
We like to joke with each other that we’ve been married for 23 years and “at least 13” of them have been happy. Although we disagree on which years, it is clear that they were happy ones.
Marriage is not always as easy or predictable as we might expect. SEO consulting is no different.
A consultant who makes promises such as “page one rankings in x time period” or “very fast results within a limited time frame” should be a warning sign.
SEO is not a sprint, but a marathon. Unrealistic deadlines are in direct opposition to the learned belief that SEO is a long-term process that requires patience, trial and errors, and constant optimization.
- Tip It is normal to have a timeline and deliverables that are clear during SEO engagements. Be sure that the person you’re working with has an agreed-upon plan.
Warning sign 3 – Cannot provide references or referrals, or outdated case studies
I have been fortunate enough to receive hundreds of positive reviews on Linkedin and Facebook.
It is essential to have “social proof” for the outward expressions of competence and trustworthiness.
When asked, an SEO consultant should be able provide references from current and past clients and/or case studies that prove their expertise.
- Tip – Search Google for consultant’s company name. Do they have other SEOs citing them? Do they show a long list of expertise-contributed interviews and news mentions? They even appear?
Warning sign 4: Does not ask for access to the site or analytics or provide an onboarding that is detailed
SEO experts who are competent will always need their clients’ help!
To ensure cooperation, it is best to request and receive all the accounts necessary to run a successful SEO campaign. This includes at least
- Google Search Console
- Google Analytics is a free tool that allows you to track your website traffic.
- Access to the admin area of your website or blog.
Onboarding should be detailed to include a simple SWOT analysis as well as a competitor profile and a quick look at the client’s products and services.
If the SEO consultant does not do any of the above, it’s a big warning sign that they may be out-of-their-depth.
- Tip Asking for or receiving past audits, work products you’ve done together with another professional is a best practice accepted by SEOs. It is important that the current SEO understands what was missed.
Warning sign 5: Failing to keep up with SEO trends, best practices or news
SEO’s dynamic and ever-changing nature is one of my favorite things. This also means a large time commitment for continuing education.
I subscribe to more than a dozen newsletters in my industry, I have a reading list that I read every morning and I stay current on best practices, which requires dozens of hours each month of study.
SEOs should be aware of the latest Google updates (both announced and unannounced), be familiar with Google Search Essentials and Google’s Quality Rater Guidelines. They must also be able to follow SEO best practices.
- Tip : Test your SEO’s knowledge of recent “big events” such as the adoption of GA4 or the status of SGE (Search Generative Experience). Ask them about the Google Quality Rater Guidelines.
Warning sign 6: Doesn’t have a holistic SEO approach
SEO is not about a single issue or focus. SEO is “all things.”
This requires a deep understanding of backlinks and technical SEO as well as UX, page load speed, schema, and other factors.
A consultant who only focuses on backlinks, and ignores other aspects (like on-page SEO), is not providing a “holistic” approach to your website or needs.
If you don’t hire an SEO to do a particular task, the SEO should look at your complete as well as all. That means content, site design, UX, technical issues, etc.
- Tip Ask the SEO about the helpful update, including the page experience, the content, the UX and the ads. Also, ask them what they will do to improve the site in Google’s eyes around this algorithm.
Warning sign 7: States that they have “inside” information about Google algorithms
Since 1998 I have been working on SEO and Google’s algorithms. I think I know less about how Google functions now than when I started.
Google’s Paul Haahr, one of Google’s top engineers, stated as far back as 2016 that <a href="https://twitter.com/Jonahstein/status/705507939046436864?" They know how RankBrain functions but don't understand what it does. It's important to note that RankBrain and BERT are still running AIs in Google search results today.
SEOs are able to experiment and draw correlations using specific data but no one has access to Google’s insider information. They are not to be believed.
- Tip Many Google Partners (including consultants) display badges to advertise their status as Google Partners. These badges have nothing to do general SEO and are only related to PPC ads. Beware!
Warning sign 8 – Poor communication, or failure to provide updates regularly and detailed reporting
Inability of a consultant to keep in regular contact with their clients is a sign of incompetence.
You may have a problem if you need to chase down your SEO consultant for campaign updates, status reports, or if you must send more than one email to receive a reply.
SEOs who are competent should regularly update their clients on the effectiveness of campaigns, and continue to suggest improvements. Reporting on what works and doesn’t work or providing regular updates that show you have reached milestones should be the standard, not an exception.
- Tip Ask an SEO consultant about the three main differences between Google Analytics reporting for UA (GA3) and GA4 as well as how they plan to bridge this gap using new post-switch reports.
Warning sign 9: You are being treated as a customer, not a business partner
All the audits that I do with clients are a partnership. Your success is also my success and I want to see you succeed.
It’s a big problem if your current SEO consultant does not take a similar approach.
Your SEO consultant should care about your success. Relationships should not be purely transactional. They accept responsibility for both your losses and wins.
I want to give my clients the best possible options for their specific needs. Sometimes, it’s not even me. I have a list of professionals and referrals that I can call on.
- Tip : Ask your SEO consultant regularly about your business and goals. It should always result in a great discussion that helps your business grow. If not, change it.
The right SEO consultant will make or break your company.
It is a rewarding career that has few barriers to entry, requires no experience or certifications in education and often shows gaps between practitioners.
Other words, not all SEO consultants will be winners.
Review the warning signs and adjust your course if necessary.
You may save your own business. Good luck on your journey!
The post Search Engine Land : 9 Warning Signs Your SEO Consultant is Not Competent first appeared on Search Engine Land .