Hire the Top 3% of Freelance Local SEO Experts

Demand for Local SEO Experts Continues to Expand

Local search engine optimization (SEO) is critically important for businesses with a local presence. According to internal Google data from 2016, nearly one-third of all mobile searches are related to location. Moreover, 76% of people who conduct a local search on their phone visit a physical location within 24 hours, and 28% of those searches result in a purchase. Unsurprisingly, local businesses have realized the importance of factoring their geographic area into their digital marketing strategies.

However, hiring the ideal local SEO professional can be challenging. These experts need a strong understanding of tools and strategy, transparent and open communication, collaboration skills to work with your internal SEO team, and the flexibility to handle the constantly evolving search environment, among other requirements.

This guide offers tips, strategies, and best practices for business owners and marketing managers to find skilled local SEO experts. We also cover compiling job descriptions and conducting interviews for these roles. By following these recommendations, you’ll be well prepared to hire SEO experts whose digital marketing services can help your business achieve local search success.

What Attributes Distinguish Quality Local SEO Experts From Others?

Plenty of people claim to be SEO experts and promise top search engine rankings on Google quickly. As a business professional, you likely receive frequent unsolicited emails offering to solve your SEO problems for a low price. Various freelance marketplaces and agencies also provide such SEO services. The challenge lies in identifying those with the experience needed to solve your local SEO challenges effectively and professionally without exposing your business to potential penalties and issues down the line.

Here are a few key attributes of a quality local SEO expert:

Proven track record – Local SEO skills can take years to hone. Look for candidates with experience in defined local SEO campaigns and projects where they drove organic traffic, improved SEO ranking, and demonstrated positive growth and success. Additionally, testimonials and references from satisfied clients should highlight their ability to design and execute effective SEO campaigns.

Keyword management and analysis – Effective keyword management is crucial in local SEO. The ability to find, categorize, manage, track, and conduct an accurate analysis of search terms that fit your business will enhance your online presence, resulting in higher-quality inbound traffic, email inquiries, phone calls, and ultimately, sales.

Strategic planning – A strong candidate thinks about SEO goals and success in the short, middle, and long term. They should be able to identify and obtain low-hanging fruit in the short term while working toward long-term business goals.

Honesty and integrity – The SEO industry uses many “black hat” techniques to artificially enhance your search ranking and positioning that go against Google policies. Even if they work in the short term, they will come back to haunt your business through severe penalties like site demotion or a complete delisting from search sites. Understanding legitimate search ranking factors is crucial to avoid these pitfalls; therefore, you need a local SEO expert who is honest and willing to work on your site with long-term success in mind.

Strong communication skills and a willingness to share – Many SEO companies are notorious for their secrecy, often leaving clients in the dark about their actions and whether they are implemented correctly. In contrast, a top-quality local SEO expert will openly share their work, provide data-driven local SEO tips and best practices that clients can implement, and maintain an open line of communication for any concerns. They should also be able to work collaboratively with your internal SEO services team to ensure cohesive and effective strategies.

Actual local experience – Ideally, a local SEO specialist will have experience in your area’s market and fluency in its most prominent language to help achieve optimal results.

How Can You Identify the Ideal Local SEO Expert for You?

Identifying the right local SEO expert for your business involves navigating several critical considerations. To find the perfect candidate, you must thoroughly assess your project needs and plan strategically. Understanding your target market is crucial in this assessment to ensure the strategies align with your audience. The large number of individuals claiming SEO expertise adds to the challenge, as many may lack the necessary experience, technical skills, communication abilities, or cultural fit.

Proper planning and using top-quality platforms and processes will help you limit risks and improve success rates.

Start by defining the problem statement and identifying the skills gap that necessitates hiring an expert. This will also depend on your current employee roles and business model. By clearly outlining your business objectives, you will better understand what you need in a candidate.

There are a few aspects that you should consider to help narrow down the type of local SEO professional best suited for your needs:

• Does your business have a physical local customer address location (or locations)? A local SEO consultant can help optimize your Google Business Profile, manage online reviews, make sure your business is accurately listed on Google Maps, and ensure your business appears in local search results. On the other hand, if your company operates solely online or without specific local ties, a more holistic SEO expert might be more appropriate, focusing on broader search strategies.
• What is your estimated budget? Determining your budget early on is essential for narrowing down candidates. Local SEO experts can range widely in cost based on their experience. While a junior expert will likely be more affordable, they might need more depth of expertise for complex issues. Conversely, a highly skilled expert will come at a higher price but can offer more robust solutions and quicker results. Your budget will help you decide whether you can afford a high-level expert or if a mid-range or junior professional will suffice.
• Does your project require a full-time local SEO professional or a part-time/hourly one? Assess the scope and duration of your project to determine whether you need a full-time, part-time, or hourly local SEO professional. A full-time expert is beneficial for ongoing, large-scale projects that require continuous optimization and monitoring; part-time or hourly professionals are ideal for shorter-term projects or specific tasks such as a one-time audit, initial setup, or periodic reviews. Understanding your commitment needs and the associated hourly rate will help you find the right fit and manage costs effectively.

When Does a Business Need to Pay for a High-level Expert Instead of a More Junior One?

Once you have answered the above questions, you’ll have a clearer idea of what kind of SEO professional you need. The next step is to define the level of expertise your project will demand. Consider the complexity of your local SEO needs to decide on the level of experience required. If your project involves intricate SEO strategies, dealing with previous penalties, or implementing advanced technical SEO, a highly experienced professional would be necessary. A mid-level expert might be sufficient for more straightforward tasks like basic optimization and routine updates. Evaluating the specific challenges and goals of your project will guide you in selecting the appropriate experience level:

Junior local SEO experts may be recent graduates with subject-area knowledge but limited local SEO experience. They are typically younger and likely new to navigating the industry’s complexities. However, they are often eager to gain experience, which can lead to high dedication to your company and mission. Additionally, junior talent usually comes at a lower cost.

Mid-level local SEO experts have experience in many areas of local SEO, including demonstrated results in improving SEO performance and digital presence. They may have worked in agency roles or within a company and should be familiar with local search results, technical aspects like business schema markup, and analytical tools. Mid-level experts offer a balance of professional confidence and affordability, making them a reliable choice for enhancing your online presence.

Senior local SEO experts have extensive backgrounds in primary SEO tools, work areas, and strategies, from competitive research to high-quality regular reports. They have experience with various projects and clients, allowing them to handle challenging situations and site issues effectively and show evidence of the efficiency of the campaigns they’ve handled. While such skilled talent comes at a higher cost, senior experts can provide comprehensive solutions and grow alongside your company.

Generally, a small business can get by fine with a local SEO candidate with less experience, assuming they have proven results and fundamental local SEO knowledge, strong integrity, communication skills, and excitement about growing the business. These candidates will still be familiar with the main areas of local SEO work and can achieve positive results for you without hiring in the most expensive price range.

However, there can be exceptional cases where high-level local SEO talent is required. These can include companies with a big budget and a very high dependency on local search results, or companies with past SEO or backlink issues that need fixing, companies that have been struggling with a lack of positive reviews, or ones facing an otherwise unusual situation that may not have been encountered by less experienced professionals.

What Is the Difference Between Hiring an Expert for Local SEO vs. General SEO?

Local SEO and general SEO share many similarities, and an excellent local SEO professional should have a firm grasp of all general SEO best practices and techniques. However, several key aspects distinguish local SEO and require specialized knowledge and experience. Here are the primary considerations that set local SEO apart from general SEO:

• Target audience focus – Local SEO targets audiences based on specific geographic locations, such as a country, state, city, or region. This targeted approach ensures that businesses attract customers searching for services or products in their immediate vicinity.
• Location-specific keyword targeting – Effective local SEO emphasizes keywords specific to the location, such as “best tax preparer in Delaware.” This strategy drives relevant organic traffic from users who are more likely to convert because they search for nearby services. While local SEO can incorporate more general search terms, the primary focus remains on location-specific keywords.
• Management of search engine business profiles and online reviews – Local SEO involves managing business profiles and online reviews on platforms like Google Business Profile (formerly Google My Business), Google Maps, Yelp, Yahoo, and others. These profiles and reviews are significant drivers of local search traffic and can help build credibility and visibility for businesses with a local presence. Actively engaging with customer reviews is essential for maintaining a positive online reputation and improving local SEO performance.
• Localized content strategy and creation – A localized content strategy involves creating and optimizing content, including blog posts and website meta titles and descriptions, to appeal to the local audience and help build a loyal customer base. This strategy should incorporate relevant keywords to ensure your content reaches the right audience. While AI tools can assist in content creation, relying heavily on them may be less effective in the long run: Google has recently begun devaluing and sometimes penalizing the overuse of AI-generated content.
• Coordination of local link-building strategies – A well-planned backlink strategy is essential to improve your website’s domain authority and search visibility. Building local backlinks from relevant websites will enhance site rankings and credibility. Local SEO experts engage in smart and strategic link-building practices specifically tailored to the local market, which can help improve your website’s domain authority, contributing to a more efficient local SEO campaign.

Additionally, a strong local SEO expert can help grow your SEO efforts beyond localized levels, especially if you have an e-commerce store or business that can target potential customers nationally or globally.

What Are the Most Relevant Skills for Optimal Local SEO?

General SEO principles – First and foremost, a strong local SEO expert should comprehensively understand SEO. This includes best practices and techniques for optimizing websites to improve search engine rankings and drive organic traffic. An in-depth knowledge of general SEO principles is foundational for hiring any local SEO specialist. This includes the ability to identify and utilize relevant keywords to improve search visibility. Additionally, SEO audit skills are crucial. The first task of a hired local SEO professional should be to audit your site and provide a detailed report with an actionable plan. This audit should identify improvement areas and help strategize the next steps for optimization.

Proficiency in Google Search Console – As Google’s primary keyword traffic and site management tool, fluency in Google Search Console allows SEO professionals to track performance, identify issues, and optimize the website effectively. Equally important is keyword research. Achieving successful SEO results is very challenging without proper keyword research, organization, and planning. A local SEO expert must be able to find, categorize, manage, track, and analyze keywords that fit your business needs. Additionally, optimizing the website for user experience is crucial for retaining visitors and improving overall SEO performance.

Content creation – Creating engaging, relevant, and SEO-friendly content is essential for attracting and retaining your target audience. A local SEO specialist should be adept at producing high-quality content that aligns with search engine marketing tactics. Moreover, experience with Semrush or similar SEO platforms is highly beneficial. Semrush is one of the top SEO tools experts use for keyword research, site audits, and competitor analysis. Familiarity with this or similar tools ensures the SEO professional that you hire can leverage advanced features to enhance your site’s performance.

These skills combined make a local SEO expert well equipped to handle the unique challenges of local search optimization and drive meaningful results for your business. This can lead to increased business traffic and improved visibility. However, to ensure you’re getting the best performance from your hired expert, it’s crucial to know how to evaluate their ongoing search engine optimization efforts and effectiveness. Monitoring key metrics and analytics will help assess campaign efficiency and overall impact.

Knowledge of essential tools and technologies – Local SEO experts should have a thorough understanding of several essential tools and technologies. These include Google Search Console for tracking website performance and identifying issues, Google Analytics for analyzing website traffic and user behavior, and Google Business Profile for managing local business listings. They should also be proficient in at least one SEO platform, such as Semrush, Ahrefs, SE Ranking, or Screaming Frog. Additionally, they should understand search engines and review sites like Yahoo, Bing, and Yelp, and have experience with your website’s content management platform (e.g., WordPress, Shopify, Wix, Squarespace). Familiarity with Google Ads is also beneficial, as it operates similarly to SEO.

Competitive analysis – Generally, as long as the local SEO candidate is experienced with your local language and country market, they should be able to use tools to narrow down local geographic areas and conduct high-quality competitive analysis. This is because the process is similar across regions, and much local information can be evaluated through these tools. While having a local SEO expert based nearby is ideal, it is often optional, especially outside large metropolitan areas. The expertise and cultural fit of the SEO expert are more important than their physical proximity.

How to Write a Local SEO Expert Job Description for Your Project

Creating a clear and concise job description emphasizing the key attributes needed is vital to attract qualified candidates who meet your needs. Here are some suggestions to help you find the right experts to take your business to new levels:

• Clear job title – Use a straightforward phrase like “Local SEO Expert for [XXX Industry] Company” to set your objective right away. You could also substitute “expert” with “specialist,” “manager,” or “consultant,” depending on your preference.
• Introduction – Start the description with a brief introduction about your company and its mission. Mention the business location or region and any key aspects of the company that you want the applicant to know.
• Job summary – Provide a summary of the primary responsibilities and objectives of the position. Include information about your website platform (e.g., WordPress, Shopify), which will be helpful for prospective candidates.
• Key responsibilities – Outline the essential tasks and duties the local SEO specialist will be responsible for. Typically, this includes conducting an SEO audit, initiating keyword research, optimizing website content, managing Google My Business and other local search engine business listings, and implementing local SEO strategies.
• Required skills and qualifications – List the baseline skills and qualifications necessary for the role. These should include Google Business Profile management, SEO audits, keyword analysis, content creation, and proficiency with Google Search Console. List only a few specific programs or tools if they are crucial to your operations, as highly qualified candidates might not have experience with each.
• Preferred skills – Mention additional skills that are beneficial but not mandatory. These could include familiarity with your website platform (e.g., WordPress, Shopify), experience with current SEO tools you use (e.g., Semrush, Ahrefs), knowledge of other tools or customer relationship management platforms your company uses, or a preference for candidates in the same region or time zone.

What Are the Most Important Local SEO Expert Interview Questions?

You’ll likely want to interview two to four of the strongest candidates for the role you are hiring for. To ensure a fair assessment, you may want to use the same structure and questions for all candidates and schedule interviews during a “down” day with fewer distractions. Start by asking the candidate to introduce themselves and discuss their work in local SEO, including specific projects they’ve handled and their campaign performance. Inquire about their involvement with the required and preferred skills and tools listed in your job description. Ask about their preferred search engine ranking and tracking tools. This will help you gauge their comfort level and expertise.

Here are some possible questions to ask:

Can you give examples of local SEO campaigns you’ve managed?

The candidate should provide detailed examples of past effective SEO campaigns, including strategies implemented, tools used, and outcomes. They should demonstrate an ability to handle diverse challenges and achieve measurable results.

Which SEO tools and platforms are you most comfortable using?

The candidate should mention proficiency with tools like Google Business Profile, Google Search Console, Semrush, Ahrefs, and any other relevant tools. They should also be able to explain how they use these tools to optimize local SEO.

How do you approach conducting an SEO audit?

The candidate should outline a straightforward website auditing process, including checking for technical issues, analyzing keywords, evaluating content, and assessing backlink profiles. They should emphasize the importance of providing actionable recommendations.

Have you reviewed our website and local SEO presence? What are your initial thoughts?

The candidate should demonstrate familiarity with your website and provide constructive feedback. They should identify potential areas for improvement and suggest initial strategies for enhancing your local SEO presence.

If you were hired, how would you plan the next steps in our local SEO strategy?

The candidate should present a structured plan outlining short-term and long-term strategies that shows that they understand your company’s needs. They should explain how they prioritize tasks, set goals, and measure success.

Can you discuss a time when you had to address a significant local SEO challenge? How did you resolve it?

The candidate should share a specific example of a challenging situation, detailing the problem, the steps they took to address it, and the results of their efforts.

How do you stay updated with the latest trends and changes in local SEO?

The candidate should mention reliable sources for staying informed, such as industry blogs, forums, webinars, and conferences. They should demonstrate a proactive approach to continuous learning.

Following these processes and best practices increases the odds of finding the best-fit candidate for your local SEO efforts. While interviews are not foolproof, a structured approach will help you make more informed decisions.

Why Do Companies Hire Local SEO Experts?

In this guide, we have highlighted the value of local SEO and the importance of selecting the right candidate for this crucial work. A poor local SEO consultant can drain both money and time and, in the worst cases, negatively impact your company and website. Conversely, the most expensive candidate might not always provide the best value for your business needs. Understanding your local SEO requirements, pursuing the correct talent, and utilizing proper job descriptions and interview best practices are of the utmost importance.

When you hire a local SEO expert, you’ll achieve the best results by pursuing talent correctly and using professional and proven matching platforms to improve your business’s digital marketing services. By investing extra time in proper planning and narrowing down your options, you’ll significantly increase your chances of finding the best match for you and your team.