Business owners are interested in increasing the ranking and traffic of their websites. Because of this, the phrase “typing SEO specialist near me into Google” is becoming increasingly popular. Most results are exaggerated and it is hard to identify a competent specialist among the crowd. This guide tells you what you should expect from a good specialist so that you can make a better decision.
Why local knowledge still matters
Location is a strong signal to search engines. If your customers are in a specific town or county, rankers need to understand how customers in that area search. They need to understand neighbourhood names, who your local competitors are, and how local people describe your product or service. A generic template-based writer who works only from a generalised structure will often miss these details, and the content ends up sounding like it could belong to any business in the country.
Be being in close geographical proximity makes it easier to develop a working relationship. Frequent meetings are not essential but the ability to discuss problems over the phone or visit your office helps an agency to appreciate what makes your business special.
Ask to see evidence, not promises
Few, if any, experts can promise first-page results. What a reliable SEO specialist can do is show you how they’ve assisted businesses like yours, with data points such as calls, sales, or organic inquiries, not just clicks or impressions. Search results take time to change, and the positioning of your website in search results may not improve for months. Ask about the changes the expert made, as well as the results, over a six- to 12-month period. Look for before and after photos of search results for similar businesses as examples of the specialist’s work.
Be suspicious of anyone who gives vague answers to your questions. Good professionals will answer your questions in a way that explains what they will change, why it should help and how they will measure the impact.
The core areas they should cover
We generally take a four-part approach. First, a review to ensure that your pages are technically sound and search engines can easily understand them, including page speed and structured data. Second, keyword research to determine what words and phrases your potential customers are actually typing in. Third, content that truly provides a value and answers customers’ questions. Fourth, local and industry links and/or mentions.
If a business is primarily serving a local area, then a well-managed Google Business Profile, as well as consistency in details across business directories, should also be included. These usually yield inexpensive and quick results.
Be honest about your own goals
Ideally, we want to know your objectives before the first call so we can come as prepared as possible. When thinking about your goals, decide what you want in terms of phone calls, online orders, and/or visibility in a particular area. Provide your month over month data, what services are the most profitable, and what customers you want to attract more of. The clearer your picture, the easier it is for a specialist to build a plan that is custom to your business.
Questions worth asking before you sign
Ask who will do the work, if you will have a contact, and how frequently you will receive updates. Find out the length of the contract and what happens if you wish to terminate. Ask if you will own your content, accounts, and data when the contract ends. Good agencies will readily give you this information.
What not to expect is an equally important question. An SEO specialist who avoids spammy tactics, bought links and keyword stuffing is also protecting your site from penalties that could take months to repair.
Setting realistic expectations
Most clients see early improvements in their site’s health within a few weeks, but it takes 3-6 months to see significant improvements in search engine inquiries, and it can take even longer in highly competitive markets. At the outset, you should agree on a few measurable goals and review them from time to time. If a plan is effective, you should be able to see improvements in visibility, the quality of web traffic, and ultimately, leads.
You’re going to be working with your agency of choice for the long-term, so be thorough in your evaluation process. Speak to multiple providers and choose the agency that listens and explains their ideas most clearly. They’ll be an amazing partner and set your site up to succeed for many years.