WHAT IS SEO CONSULTING?
SEO consultants are a dime a dozen these days. Google has been such a HUGE player in the game for so long that if you’re in the world of digital marketing at all, you better be able to talk SEO.
Unfortunately, this market saturation tends to encourage poor performance on the execution end of many SEO contracts. People talk a good game, but at the end of the day the results are just not there.
This is a big problem for both the client and the agency because poor performance on the agency end diminishes our credibility and also causes many organizations and business leaders to write SEO off as an ineffective marketing tactic.
This is too bad, because a truly great SEO consultant should remove discord between many digital assets within your business, not just help you get backlinks.
Just so you know, a truly great SEO consulting company should be focused on three broad areas of your business and relentlessly optimize them throughout your contract:
1. Your Current Data & Performance
A deep audit of your current online status should take place at the BEGINNING of your consulting contract. Without this, no data-driven results can be produced.
This means that a lot of time must be spent up front diving into your current data sources (Google Analytics, Google Search Console,etc.) and drawing conclusions between them and your current rankings across the searchable web.
If this isn’t priority one for an SEO consultant, everything they will recommend in the future is nothing more than a guess… That’s scary.
2. Your Existing Assets
The next move is to completely understand your current assets by doing a deep crawl of your website urls.
What are your existing online assets like, and what kind of online equity do they bring to your search engine optimization equation?
It could be that five pages are driving 90 percent of your traffic. That’s a pretty precarious place to be for most businesses, and it’s crucial to understand, before you move on to anything else, if your current site structure and content structure are setup in a way that promotes long-term growth.
There is no guesswork in SEO. When you have a proper context and deep understanding of your current assets, you become lethal in the search engine rankings arena.
You can then systematically beat out your competition and make quick improvements to your rankings by targeting the right keywords and improving on-page SEO elements.
3. Your Site Structure & Content Creation
If you’re like many organizations, content creation is something that you’re doing, but not doing well. I’m willing to bet that’s self-evident to you.
But there’s a real opportunity here.
– Most organizations are not creating ANY content.
– Many organizations are creating content, but it’s random.
– Only an elite few organizations are creating highly relevant content that also delivers a high quality user experience to both Google and its site visitors.
It’s important to understand that almost no one (your competition included) understands how to structure, create and deliver content in today’s modern SEO landscape.
Things have changed massively in this department, so if you’re willing to understand what your competitors are ranking for and how they are ranking, it’s like cutting into soft butter to beat them at their own game.
Create a highly organized website that delivers a high-quality user experience and MASSIVELY helpful content and Google will have no choice but to see you as the authority in your industry online.