An SEO consultant works to improve your business’s visibility online, helping the right audience find you when it matters most. This post explores what an SEO consultant does, the skills they have, and how to choose one that aligns with your business goals.
What is an SEO Consultant?
A search engine optimization consultant is a professional dedicated to attracting the right audience and turning that interest into conversions. The best SEO consultants go beyond improving a website’s search engine rankings—they focus on the entire customer journey, from pre-click to post-click engagement.
This includes optimizing website content to resonate with audiences and encourage clicks, analyzing website engagement metrics to refine the user experience, and implementing proven strategies that drive meaningful conversions. Their holistic approach brings all the pieces together to create cohesive and impactful results.
When most people think of SEO, their minds go straight to Google—but it extends far beyond that. Anywhere a search box exists, SEO has the potential to make an impact. A skilled SEO consultant can refine your presence across key areas, such as the following.
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The title reads “Wherever there’s a search box, there’s SEO. Here’s a sample of what we do”
Below are 12 boxes with various icons with words that read: Amazon strategy, keyword research, mobile SEO, content optimizations, Google Analytics, internal site search, technical audit, local optimization, SEO training, social optimization, link building and earning, and conversion optimization.
Many growing businesses invest heavily in creating an incredible product and supporting it with a stellar website filled with rich content. But if no one can find it, all that effort may go to waste.
Driving targeted audiences from search engine results pages and turning them into customers requires thoughtful planning, strategic execution, and a creative approach. This is where SEO comes in—but what exactly does an SEO consultant do, and what should you look for when choosing the right one?
SEO Consultant Benefits
Partnering with an SEO consultant can offer several advantages, including the following:
1. Help your customers find you
One of my favorite sayings is, What’s the point of investing time, resources, and money into amazing content and a stellar website if no one can find you? It’s like the old saying about a tree falling in a forest—if no one hears it, does it make a sound?
If customers don’t already know your business by name, how can they consider working with you if they can’t find you? By helping your website rank prominently in search results, an SEO consultant gives your brand the opportunity to stand out, increasing the likelihood that people will notice you, remember you, and explore what you have to offer.
2. Help your business grow
SEO is not just about being seen—it’s about creating meaningful connections with the people who need what you offer. For those who prioritize their customers and deliver something exceptional, it’s a chance to step into the spotlight and make an impact.
An SEO consultant works to make that connection happen by improving your online visibility and increasing targeted organic traffic to your website. More visibility means more chances to engage with potential customers, build trust, and grow your business in ways that feel authentic. It takes what you’ve built and puts it in front of the people who will value it most.
3. Help you remain competitive in the online marketplace
If you’re not using SEO, well then that’s one less business your competitors need to worry about.
Investing in SEO is about stepping into the arena and showing up where your customers are already looking. It’s deciding that your business has a place at the table and being ready to meet your target audiences where they are.
Imagine Google as a small neighborhood with limited homes. The businesses that claim those spots get seen, while others fade into the background. SEO helps your business take up space where it counts, creating opportunities to connect with your audience and strengthen the trust they have in what you offer. It’s about showing up, being seen, and staying part of the story.
4. Help you remain relevant online
The phrase “out of sight, out of mind” sticks for a reason—if people can’t find you, they can’t consider you. When your business doesn’t show up for key searches, it’s like missing out on a conversation you didn’t even know was happening. Your audience doesn’t look for what they don’t know exists.
It’s a lot like a magazine. The person on the cover grabs attention and becomes part of the story everyone’s following, while the one buried on page 98 fades into the background. SEO is your way onto the cover—making your business visible, staying part of the narrative, and showing up for the people who are looking for what you offer.
5. Help you improve marketing efficiency
SEO and PPC are like two sides of the same coin—they work even better together. The insights from one can fuel the other, creating a smarter, more effective approach to marketing that makes the most of your investment.
For example, paid search data can reveal which keywords drive the most revenue. That information can then be layered into SEO strategies to enhance optimization. Similarly, SEO insights can highlight important keywords to add for improving PPC metrics like Quality Score and CPCs. It’s helps in creating a feedback loop that supports both strategies work harder for your business, maximizing every marketing dollar.
6. Help you make actionable next-step business decisions
Ever hear the quote, “Without data, you’re just another person with an opinion,” by W. Edwards Deming?
SEO data can help inform next steps and reveal the story of your business—it uncovers what’s working, what’s not working, and where untapped opportunities are waiting. A skilled SEO consultant takes these insights and transforms them into strategies that drive meaningful progress. With data as a guide, decisions become intentional and focused.
SEO Consultant Key Responsibilities
SEO consultants come in all shapes and sizes. Some specialize in one area, while others are more generalist (like me). And that’s perfectly fine. Our industry is diverse, with room for all kinds of expertise to thrive.
What truly matters is finding the right fit—connecting business owners with an SEO team or agency that understands their needs, values, and vision. While each consultant brings their own approach, there are a few key responsibilities they often share to make a real impact:
1. They stay informed on SEO
SEO is a space where understanding what works and uncovering the “why” matters more than following every trend. A seasoned SEO consultant brings wisdom, insight, and experience, recognizing that growth happens when you stay deeply connected to what truly makes a difference. They sift through the noise, understanding that it’s not about reacting quickly, but about making informed, thoughtful decisions that help your business stay visible and aligned with its long-term goals.
2. They conduct deep analysis and prioritize efforts
Every journey begins with a deep understanding of where you are. An SEO consultant avoids rushing to implement changes; they take the time to look at your site with fresh eyes, listening to what the data says about what’s working and where there’s room for growth. From there, they prioritize what will make the biggest difference—whether it’s refining content, fixing technical SEO issues, or optimizing the structure.
It’s about being intentional, focusing on what truly matters, and making sure that each step taken brings lasting value. Here are a few example tasks that may be worked on to help prioritize efforts:
- Keyword research: Exploring the language your audience uses when searching, uncovering opportunities to connect with them through words that resonate and align with their needs.
- Comprehensive SEO technical audit: Evaluating your website’s structure and performance to uncover technical barriers that may affect how search engines and users experience your site.
- Competitive analysis: Taking a closer look at what your competitors are doing well and identifying gaps or opportunities that position your business to stand out in meaningful ways.
- Local SEO audit: Assessing how your business and Google Business Profile appears in local search results, ensuring your information is consistent, accurate, and visible to the community you serve.
- Content marketing audit: Reviewing existing content to identify what’s engaging, where there’s potential for improvement, and how new strategies can build stronger connections with your audience.
- Conversion rate optimization (CRO) audit: Analyzing how visitors interact with your site to find ways to create smoother paths to action, turning interest into meaningful engagement and conversions.
3. They build long-term, sustainable growth
SEO growth unfolds over time, creating a foundation that supports your business’s continued relevance. Each effort—from refining content to strengthening links and improving site structure—adds to the stability of your online presence. Success comes through consistent, intentional actions. With every step, your business becomes more visible, trusted, and connected to the right people, leading to growth that keeps building momentum over time.
4. They analyze data and adapt strategies
Data serves as a powerful guide, revealing where your business has been and where it’s headed. A skilled SEO consultant uses this insight to inform decisions that keep strategies aligned with your goals. By continuously evaluating website performance, they adapt with purpose, refining tactics to ensure forward movement. This ongoing analysis builds a clear path, helping to inform decisions that drive long-term growth and success.
SEO Consultant Skills
When you’re looking for an SEO consultant, it’s easy to get lost in the technical jargon. But the real value comes from the skills that aren’t always talked about in job descriptions. Here’s what makes an expert SEO consultant stand out:
1. They prioritize experience over best practices
When I first started in SEO back in 2009, I leaned heavily on best practices. Over time, I discovered that real growth happens when you learn through experience. A skilled SEO consultant draws from years of hands-on work, relying on what they’ve tested and seen succeed. Their decisions come from a place of wisdom, shaped by the challenges they’ve navigated and the results they’ve achieved. They don’t just follow the latest industry trends—they focus on what’s proven to deliver lasting impact.
2. They have results that speak for themselves
Top SEO consultants are proud of the results they create. They have stories of businesses they’ve helped grow, with clear evidence of how their strategies have made a difference. Whether it’s increasing organic search traffic, boosting engagement, or driving meaningful customer interactions, they can show how their work aligns with what businesses need most. These results aren’t just numbers—they’re examples of transformation, grounded in the consultant’s ability to create real connections between businesses and their audiences.
3. They have the ability to think holistically and see the big picture
SEO is more than a series of tactics. It’s a way to build trust, amplify your brand’s story, and strengthen your connection with the people who matter most. A great SEO consultant understands this and sees how SEO fits into the larger strategy for your business. They recognize the value of weaving SEO into other areas like social media, public relations, and content strategy, creating a cohesive approach that builds momentum and sustains business growth.
4. They create custom strategies vs a templated approach
Your business is unique, and your search engine optimization strategy should reflect that. The best SEO consultants take the time to listen, learn, and understand your specific goals and challenges. They don’t rely on one-size-fits-all approaches; instead, they craft SEO campaigns and strategies that are tailored to your needs, ensuring every step is purposeful and aligned with your vision. This level of care creates strategies that feel personal, intentional, and effective.
5. They can explain the value to various stakeholders
SEO can feel overwhelming, but a great consultant makes it approachable. They take the time to explain how each decision supports your growth and how SEO connects to your bigger goals. They translate complex ideas into relatable terms, ensuring you feel empowered and confident in the process. Through clear, thoughtful communication, they show how SEO becomes a powerful tool for strengthening your business and reaching the people who need you most.
Finding a Good SEO Consultant
Sometimes I like to joke that SEO reminds me of the stock market: Everyone’s an expert when it’s going great. But what about when it’s not going great? The best SEOs I know have experienced volatility and gnarly times. It’s not always easy, but a smooth sea never made a skilled sailor. All this is to say that finding a quality SEO consultant is important.
The decision to find a consultant and evaluate their SEO consulting services takes thoughtful consideration and should never be rushed. This topic is so important that I dedicated an entire article to it titled how to find a good SEO consultant.
The article helps to break down the following:
- Considerations to help kick-start your search to hire an SEO consultant.
- Qualifying questions to ask an SEO consultant to see if they’re the right fit.
- How to get a handle if an SEO consultant has quality traits.
The reason it’s critical to find a quality SEO consultant is partly that the barrier to entry into SEO is quite low, but that person shares ownership in possibly some people’s largest asset: their business! That’s a big reason to work with an SEO that leads with honesty, integrity, and accountability.
Final Thoughts
A skilled SEO consultant does more than tweak web pages or follow trends. Their work shapes how your business shows up in the world—optimizing not just your website, but the experiences people have with your brand and the decisions that guide your growth. It’s about aligning strategy with connection, making sure your business is seen and valued by the people who matter most.
When it comes to choosing an SEO consultant, it’s important to find someone who feels like the right fit for your vision and goals. Take the time to connect with a few different consultants—including me! I believe in practicing what I teach. In fact, you might have landed on this page because my own SEO strategy helped you find it. With over 15+ years of experience, I’ve learned what works through hands-on practice, plenty of lessons, and a lot of listening.
If you’re ready to explore how investing in SEO can create meaningful growth for your business online, let’s connect. I’d love to hear your story, learn about your business objectives goals, and answer any questions you have. Let’s book a free 20-minute SEO consulting call and see where the conversation takes us. Whether it’s now or later, I’d be honored to walk alongside you as you grow your business.
Frequently Asked Questions
Should I hire an SEO consultant?
SEO can bring value to many types of businesses, but from my experience, an ongoing SEO retainer often makes the biggest difference for businesses that are already thriving and ready to scale. For newer businesses, the priority might be building a strong foundation before diving into a long-term SEO commitment. This perspective isn’t something every SEO professional might agree with, but I’ve found it to be a practical, impactful approach based on what I’ve seen work.
What’s the difference between an SEO specialist and generalist?
The difference between an SEO specialist and a generalist comes down to focus. An SEO specialist dives deep into one area of expertise within SEO—whether it’s technical SEO, content optimization, or local search. They dedicate their time and energy to mastering that specific piece of the puzzle, which can be invaluable if your business needs targeted support in that area.
A generalist, on the other hand, has a broader view. They understand multiple aspects of SEO and how they work together to create a cohesive strategy. Think of them as the conductor of an orchestra, making sure all the pieces—technical health, content, backlinks, and user experience—play in harmony to achieve your goals.
Both roles bring value, but the right fit depends on your needs. If you’re looking for someone to troubleshoot a specific issue or enhance one area of your strategy, a specialist can bring incredible depth. If your business needs a comprehensive plan that ties everything together, a generalist can be the one to guide the way. Either way, the key is finding someone who listens, understands your goals, and knows how to align their expertise with your vision.
How do I know if I need an SEO consultant?
If you’re feeling stuck when it comes to growing your online presence or attracting the right audience, an SEO consultant could be the key to unlocking that growth. SEO consultants bring expertise that goes beyond basic website tweaks—they assess where your business stands and identify the strategies that will make the most impact. Whether your website is struggling to rank, your organic traffic isn’t converting into customers, or you’re launching something new and need to hit the ground running, an SEO consultant provides the roadmap to get you there.
What’s the difference between an SEO consultant and an agency?
An SEO consultant is an individual expert who focuses on understanding your business’s unique needs and creating a tailored strategy. They’re often more hands-on and personalized in their approach, providing direct communication and expertise.
An agency, on the other hand, is typically a larger team with specialists, offering a broader range of SEO services. SEO agencies may work with more clients at once, which can sometimes mean less individualized attention. The right choice depends on your business size, goals, and whether you prefer a one-on-one partnership or a larger team’s support.
What’s the difference between an SEO consultant and a freelancer?
The difference between an SEO consultant and a freelancer often comes down to scope and approach. An SEO consultant is typically more strategic, focusing on the bigger picture. They take the time to deeply understand your business, your goals, and your audience, crafting tailored strategies designed to create long-term growth. A consultant often brings years of experience and a wealth of insights from working across industries, which allows them to offer guidance that goes beyond task execution.
A freelancer, on the other hand, may specialize in executing specific SEO tasks, such as in-depth keyword research, technical audits, or link building. While freelancers can be incredibly skilled in their niche, they may not always focus on how individual tasks fit into your broader goals.
Both can bring value, but the best choice depends on what your business needs. If you’re looking for someone to create a cohesive SEO strategy and partner with you to guide your business forward, an SEO consultant is often the better fit. If you need help with specific tasks as part of an already-established plan, a freelancer can be a great resource. The key is finding someone whose expertise aligns with where you want to go.
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