On-page SEO Experts Help Companies Navigate Today’s Rapidly Evolving Search Engine Landscape
Search engine optimization (SEO) is a critical part of most companies’ digital marketing efforts. On-page SEO experts specialize in optimizing content and other on-page elements, such as headers and meta tags, in order to make each page more appealing to search engines like Google or Bing. This helps your website rank higher, and makes your business easier for your target audience to find, which improves engagement, boosts conversions, and ultimately helps your company meet business goals.
Artificial intelligence tools can handle some routine SEO tasks such as keyword research. But highly skilled SEO consultants are still necessary to strategize, refine, and customize a company’s online presence and keep search engine rankings high in the face of rapid change.
What Attributes Distinguish Quality On-page SEO Experts From Others?
The best on-page SEO experts have demonstrated experience with advanced keyword research and optimizing content for search engines. These professionals have the analytical skills to track SEO performance and derive actionable insights from the data, and the creative skills to develop engaging content that aligns with search engine guidelines and satisfies user intent. They may have certifications in SEO and analytics tools, but even if not, they can demonstrate familiarity with the latest SEO trends and algorithm changes, including the impact of AI on search. Here’s what to look for in potential job candidates:
Keyword Research: Even as AI takes on a larger role in search, keyword research is still essential. On-page SEO experts should be proficient with tools like Ahrefs, Google Keyword Planner, and Semrush.
Competitor Analysis: SEO experts should be able to analyze top-ranking search engine results pages (SERPs) relevant to the topics on your website for insights into the best ways to optimize your content and improve search rankings.
Content Optimization: Content optimization involves conducting keyword research, identifying content gaps, removing duplicate content, and ensuring that the content quality is high—that it’s authoritative, aligns with user intent, engages the reader, and uses relevant keywords in an organic way. The SEO expert should know how to optimize content in accordance with Google’s EEAT (Experience, Expertise, Authority, and Trustworthiness) guidelines.
On-page Element Optimization: SEO professionals should understand how meta titles, descriptions, headers, and image alt texts all work together to improve search rankings and be able to optimize them accordingly.
Analytics and Reporting: Analytics and reporting tools like Google Analytics and Google Search Console are essential for tracking performance and generating useful insights for improving search performance. The candidate should be prepared to generate regular reports on performance.
AI Know-how: An on-page SEO specialist who understands how AI affects search rankings is better equipped to help make your content stand out. Proficiency in AI-powered optimization tools such as HubSpot’s AI suite or Clearscope is also a plus.
Content Management Systems (CMS) Experience: Most SEO experts work with commercially available CMSs like WordPress, Joomla, or Shopify. Being able to make on-page SEO changes directly within the CMS and utilizing plugins like Yoast SEO to enhance on-page elements is essential to the job.
Certifications and Training: Certifications can be a plus. Look for ones from high-quality providers, such as Google, Semrush, Yoast, and HubSpot.
Attention to Detail: SEO requires meticulously reviewing content, meta tags, and HTML elements to ensure that every page follows best practices.
Adaptability: The SEO landscape changes constantly. Staying on top of the latest SEO trends and algorithm changes and being able to quickly adjust SEO strategy to align with new guidelines is essential.
Problem-solving Skills: On-page SEO requires troubleshooting problems and developing solutions quickly to ensure a swift resolution to performance issues.
Communication Skills: On-page SEO specialists often work with content marketers, developers, and marketing teams, and need to be able to explain SEO goals and requirements and make meaningful recommendations.
Complementary Skills for an On-page SEO Expert
An on-page SEO consultant may possess complementary skills that provide a more comprehensive understanding of SEO strategies, some of which may be particularly useful for the position you’re trying to fill. These include:
Technical SEO Knowledge: Technical elements like site architecture, page speed optimization, and mobile-friendliness impact SEO by making it easier for search engines to crawl the website. A candidate with technical SEO skills should be familiar with advanced SEO tools such as Semrush Site Audit, Screaming Frog, or Ahrefs, among others.
Backlink Building: Off-page SEO skills such as getting high-quality backlinks and acquiring brand mentions can boost a site’s authority and search results. A candidate who knows how to create quality content, identify link-building opportunities, and conduct outreach can complement on-page SEO efforts.
Local SEO Skills: For companies whose business is targeted at a specific geographic area, knowing how to optimize content for local search queries, such as managing Google Business Profiles and building backlinks to high-quality local listings, can be extremely helpful.
Content Marketing: Because SEO is an essential component of content marketing strategies, understanding the goals and responsibilities of the content team and other marketing experts allows the candidate to partner more effectively with them.
Content Creation: Strong content writing skills are especially useful when content needs to be added or extensively updated.
Search Engine Marketing (SEM): While SEO focuses on optimizing website content and structure to improve organic search rankings, SEM uses paid strategies and tools such as Google Ads to increase visibility in search results. SEM and SEO can work hand-in-hand to maximize reach.
UX/UI Know-how: User experience (UX) and user interfaces (UI) influence user behavior in ways that are significant for SEO performance. An on-page SEO expert who understands the concepts behind UX and UI is able to give relevant and meaningful recommendations to technical teams that enhance the company’s overall online presence.
EEAT: How Google Judges Content Quality
On-page SEO is not just about keyword research and making sure on-page elements like headers and meta tags are all in order—one of the key search engine ranking factors is content quality. Google uses criteria abbreviated EEAT (Experience, Expertise, Authority, and Trustworthiness) to measure content quality, and understanding these elements is essential to on-page SEO and overall content strategy. Candidates should be able to describe their approach to ensuring websites reflect the following:
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Experience: The content writer has direct real-world experience with the topic.
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Expertise: The content writer has professional or academic credentials, specialized skills, or other demonstrated knowledge on the topic.
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Authority: The content writer or website is a reliable, reputable source of high-quality information.
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Trustworthiness: The website demonstrates overall integrity and transparency. It does this by identifying the business owners or organizational leadership, providing secure payment portals, presenting independent reviews, or displaying other markers of trust.
To align content with EEAT guidelines, an on-page SEO expert might recommend improving author bios to highlight experience and expertise, adding contact information to the website to boost trust, or cultivating high-quality backlinks to your content to enhance your website’s authority rating.
How Can You Identify the Ideal On-page SEO Expert for You?
Every company’s needs are different. When hiring an on-page SEO expert, you’ll want to consider a number of factors to ensure the right fit. Here are important things to consider:
Platform Expertise: Different platforms require different on-page optimization strategies. If your website is built on WordPress, you’ll benefit from an expert who knows how to use Yoast SEO, for example. For e-commerce sites on Shopify, you need someone who specifically understands how to optimize product pages, descriptions, and metadata. Similarly, if your business relies heavily on Amazon, an expert in the nuances of Amazon’s proprietary A10 search algorithm can help optimize your product listings for better visibility. If your business has a strong social media following, look for someone with experience with social media SEO. Ensure the candidate has proven experience with the platform your website uses.
Use Case: You want to hire someone with a track record of success in the tasks you need them to accomplish. If you’re looking for someone to refresh existing content for better search rankings, search for candidates with a strong background in content creation and on-page optimization. If you need help identifying relevant keywords for your content team to use, look for someone proficient using Semrush and Ahrefs for keyword research. If you need an SEO audit, consider someone with additional technical experience.
Seniority: To ensure you’re hiring the right person for the task, check to see they have an appropriate amount of experience for the job. Just as you probably wouldn’t get the best result by asking a junior consultant to undertake a complete overhaul of your company’s SEO strategy, you might have a hard time finding senior talent willing to take on entry-level work. Make sure you’re targeting your search correctly.
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Junior Talent: Typically an individual at this level has 1-3 years of experience. They are familiar with basic SEO principles and tools but may require guidance. They are ideal for straightforward or routine tasks such as keyword research or link building, and can support senior team members. These are cost-effective hires for smaller SEO projects, businesses that need SEO services on a limited budget, and companies that simply need additional support.
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Mid-level Talent: A professional at this level usually has 4-10 years of experience. They have a solid understanding of SEO strategies and how they can support the sales funnel, and can manage more complex tasks and contribute to strategy planning. They are ideal for medium-sized projects and can contribute to strategy development. Mid-level experts provide a great balance of cost-effectiveness and expertise.
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Senior Talent: With more than a decade of experience in SEO, these experts have substantial in-depth knowledge of SEO best practices. They can handle large, complex projects and provide strategic insights. They may specialize in a specific area, such as e-commerce SEO. Senior talent are best for businesses seeking significant growth and willing to invest in top-tier SEO marketing experts.
Related Skills: On-page SEO focuses exclusively on on-page elements, such as content, links, headers, and tags. Companies may wish to hire SEO experts with additional skills, such as content strategy, content writing, technical SEO, off-page SEO, or search engine marketing.
How to Write an On-page SEO Expert Job Description for Your Project
When writing a job description for an on-page SEO expert, first identify your goal, such as raising Google rankings, developing an SEO-informed content strategy, increasing organic search traffic to a Shopify site, or boosting Amazon search results. Specify the role’s responsibilities, such as optimizing content, meta tags, and internal links; identifying content gaps; conducting keyword research; conducting an SEO audit; or developing an SEO strategy for a website launch. Note whether the role requires proficiency in keyword research tools (e.g., Google Keyword Planner, Ahrefs, Semrush), analytics tools (e.g., Google Analytics, Google Search Console), and/or basic HTML/CSS knowledge. Mention any particular complementary skills that would be desirable. Clearly state the seniority of the role.
On-page SEO overlaps with a number of other SEO-related roles. When reviewing resumes, consider candidates with the following job titles as well: SEO strategist, SEO analyst, digital marketing specialist with SEO focus, SEO marketing specialist, e-commerce SEO specialist, or SEO consultant.
What Are the Most Important On-page SEO Expert Interview Questions?
When interviewing candidates, hiring managers should look for general SEO expertise, as well as thoughtful answers that reflect the experience required to successfully execute the responsibilities required by the role. Here are a broad range of questions to choose from:
What is your process for conducting keyword research?
You’ll be looking for proficiency with keyword research tools like Google Keyword Planner, Ahrefs, and Semrush, as well as a thoughtful approach to identifying high-value and keywords.
What is your approach to content optimization?
The candidate should discuss optimization techniques like evaluating page elements such as meta titles, descriptions, headers, and image alt texts for quality, and explain how they formulate recommendations to ensure your content reaches its target audience. They should also be able to discuss their approach to updating or creating compelling content that is relevant and engaging for the user while aligning with search engine guidelines. Beware of unprofessional SEO practices such as keyword stuffing, which attempts to improve search ranking without adding value to the user.
Describe a successful on-page SEO strategy that you implemented, and its results.
Real-world experience is essential. Not only does this question give the candidate an opportunity to describe successful campaigns they’ve contributed to in the past, it also provides insight into what they might be able to do for your company as well.
What are your thoughts on the latest SEO trends and algorithm changes, including AI search?
Being able to discuss the current state of search in-depth indicates that the candidate stays on top of updates and is well-positioned to adapt strategies to future changes.
What metrics do you prioritize when measuring the success of on-page SEO efforts?
This question allows the candidate to give you a nuanced view into their understanding of key performance indicators (KPIs). Expect them to discuss the impact of on-page SEO updates on organic traffic, bounce rate, dwell time, click-through rate (CTR), and keyword rankings, and how those connect to broader digital marketing efforts. They should demonstrate facility with common tools like Google Analytics, Google Search Console, Hotjar, or Semrush.
How do you collaborate with content creators, developers, and digital marketing teams to implement SEO strategies?
This evaluates their communication and teamwork skills, ensuring they can effectively convey SEO requirements and work collaboratively on projects.
What role does internal linking play in your on-page SEO strategy, and how do you implement it?
This reveals their understanding of internal linking as a crucial on-page SEO element, helping distribute link equity and improve site navigation.
Why Do Companies Hire On-page SEO Experts?
Companies might hire an on-page SEO consultant for a variety of reasons. They may not have the need or budget to keep a dedicated SEO expert on staff, or they may simply need to extend the capacity of an in-house team. These consultants might help ensure content quality for a new website, optimize e-commerce product pages, or troubleshoot a drop in search engine rankings. On-page SEO experts are also authorities on Google’s EEAT guidelines for page quality, and can advise content marketers on the latest best practices for adhering to them, thus enhancing content marketing strategies.
Search engine optimization is an essential element of most digital marketing strategies because it can be a more cost-effective way to reach potential customers than paid solutions such as Google Ads. By improving search engine rankings, SEO professionals can boost organic search traffic and, ultimately, help a company achieve key business objectives such as building brand awareness and increasing conversion rates. When a company doesn’t have the resources or need to maintain a dedicated SEO team, hiring an independent SEO consultant can be an effective solution.
