Demand for SEO Experts Continues to Expand
From startups and small digital marketing agencies to midsize and large corporations, all companies can benefit from search engine optimization (SEO). SEO enhances online visibility, drives organic website traffic, and helps establish credibility and trust with consumers, ultimately leading to increased brand awareness, customer engagement, and revenue growth in the competitive digital landscape.
As the internet penetration rate grows past two-thirds of the global population, the demand for skilled SEO consultants continues to grow to unprecedented levels: There were more than 22,000 open roles for full-time SEO professionals on LinkedIn in the US alone as of August 2024.
Given the competitiveness of the market for SEO experts, hiring the right candidate can be challenging. This guide offers insights and strategies for business leaders and hiring managers to identify exceptional SEO experts by providing tips for writing job descriptions and conducting interviews. These recommendations will equip you to make informed hiring decisions and find the ideal SEO candidate for your project.
What Attributes Distinguish Quality SEO Experts From Others?
The distinction between an average SEO professional and a true expert lies in their combination of skills and experience. Since SEO is a relatively young industry, candidates with more than 10 years of experience are rare and highly sought-after. Instead, hiring managers should seek SEO freelancers with proficiency in popular SEO tools like Google Analytics, Semrush, Ahrefs, or Screaming Frog. Similarly, look for candidates who can create custom reports in Google Analytics 4 or produce a list of keywords that combine high search volume and low difficulty.
Beyond technical proficiency, the ideal SEO expert will also have the following skills:
Strategy and Planning Capabilities
While quick wins are possible, SEO often involves strategies that yield incremental gains over time, emphasizing sustained efforts where each action builds toward an overarching goal. An SEO expert will do a lot more than discover keyword opportunities. Instead, they will develop detailed strategies that identify the user intent of the business’s audiences, a list of content to be created, a site optimization roadmap, and an approach to building links, among other items.
Analytical Skills
SEO professionals rely heavily on keeping up with search engine algorithm updates, analyzing traffic data, and understanding shifts in user behavior patterns—these factors are critical in shaping effective SEO strategies and achieving success in optimizing websites for better search rankings. Qualified SEO strategists are able to conduct comprehensive site audits, identify technical issues that prevent sites from being crawled and ranked, and implement solutions to fix site performance and user experience (UX) problems. And they make use of free and paid tools—including Google Analytics, Google Search Console, Google PageSpeed Insights, Google Ads Keyword Planner, Semrush, and Ahrefs—to analyze data and make SEO-related decisions.
Content Development and Optimization
High-quality content is central to successful SEO efforts, so strong candidates should be able to develop content types that appeal to the intended audience and align with search engine criteria to drive visibility and engagement. The right SEO expert will understand how to work with content creators and SEO copywriters to establish narrative structure, explain topics in a user-friendly manner, and implement keyword optimization to drive traffic and conversions.
Global and Local SEO Knowledge
SEO strategies for small businesses (i.e., local SEO) typically focus on enhancing visibility in local searches and attracting nearby customers by targeting geo-specific keywords, optimizing profiles and local listings on Google Business Profile, and engaging with the community. In contrast, global SEO involves optimizing for a wider, international audience, requiring proficiency in different languages and understanding cultural nuances. SEO experts are adept at navigating these distinct scenarios and can tailor their approach to suit either a localized or globalized market strategy. For example, a seasoned SEO professional will prioritize tactics for targeting specific geographic regions and communities (e.g., adding a business to Waze and Google Maps) while relying on a different approach when working with a business that requires a broader presence among larger communities.
A strong candidate might optimize a business’s Google Business Profile for local SEO needs; ensure name, address, and phone number consistency across all online directories; and target local search queries by incorporating region-specific keywords into website content and meta tags. They might also engage with local online forums and social media groups to build a strong local backlink profile and encourage customer reviews, which are critical for improving local search rankings.
Communication and Collaboration
SEO can be hard to understand and explain to individuals outside of the digital marketing field, so professionals who make this easier for others are incredibly valuable. The ideal candidate will possess strong written and verbal communication skills, which allow them to translate complex SEO concepts, strategies, and results to stakeholders, clients, or marketing team members with clarity and confidence. This ability also helps foster collaboration across departments, allowing SEO experts to work alongside content creators, designers, and marketing specialists to align SEO efforts with broader marketing and business goals.
Results-driven Mindset
Ultimately, SEO experts are driven by results because their effectiveness is evaluated based on tangible outcomes. By setting clear, measurable objectives, monitoring progress through key performance indicators (KPIs), and interpreting data, SEO experts can validate and showcase the influence of their strategies on vital performance metrics like organic traffic, keyword rankings, and conversion rates. This results-focused approach ensures accountability and provides insights into which SEO tactics are most successful, guiding future optimization efforts.
In addition to core SEO skills, several complementary skills can distinguish a good SEO expert from an exceptional one. These complementary skills empower them to not only execute strategies proficiently, but also to derive valuable insights, convey complex ideas clearly, innovate solutions, and swiftly respond to the ever-changing landscape of search engine algorithms and market trends. These include:
SEO Copywriting
SEO copywriting involves crafting text that includes targeted keywords and phrases to improve a website’s search engine rankings without compromising the quality and readability of the content. Copywriting and content creation are their own particular skill sets, and not all SEO experts will possess strong writing abilities. But some do excel in SEO copywriting, effectively balancing the technical aspects of SEO with the art of persuasive and informative writing. This enables them to produce content that not only ranks well in search results, but also resonates with users and encourages them to take action, such as making a purchase or signing up for a newsletter. If an SEO candidate does not have this skill set, they should have experience working with writers and other content creators, and have a network of proven writers to reach out to with assignments.
Search Engine Marketing
Search Engine Marketing (SEM) encompasses strategies and tactics for increasing a website’s visibility and traffic through organic search engine optimization and paid advertising, such as pay-per-click (PPC) campaigns. The most common platforms for SEM include Google Ads and Microsoft Advertising.
An SEO freelancer should have SEM skills because understanding both organic and paid search approaches provides a comprehensive toolkit for enhancing a website’s overall search presence. While SEO focuses on earning traffic through unpaid or free listings, SEM includes leveraging paid advertising to reach marketing goals, such as driving immediate traffic and conversions. Knowledge of SEM allows an SEO expert to develop holistic strategies that optimize spend, maximize visibility in search engine results pages (SERPs), and improve return on investment (ROI). Additionally, insights gained from managing and analyzing SEM campaigns (e.g., ad copy performance and user behavior) can inform and improve organic SEO strategies.
Content Creation
This involves developing engaging and relevant material—such as articles, blog posts, videos, and infographics—designed to attract and retain the interest of a target audience.
Strong candidates should possess content creation skills because quality content is a cornerstone of effective SEO strategies. Engaging content encourages users to spend more time on a website, increases the likelihood of shares and backlinks, and provides opportunities to incorporate keywords naturally—factors that search engines reward with higher rankings. Additionally, compelling content satisfies user intent, improving the UX and supporting SEO goals.
Keyword Research
This involves identifying words and phrases that people use in search engines to optimize content around them and improve the search engine rankings of content such as blog posts.
An SEO expert should have this skill because keywords are the foundation of SEO; they signal to search engines what a webpage is about and match user queries to relevant content. Effective keyword research helps SEO experts understand the language of the target audience, enabling them to develop content strategies that drive qualified traffic, enhance visibility, and align with user intent.
Link Building
This is the practice of acquiring hyperlinks from other websites to your own to improve search engine visibility and rankings.
A quality candidate should have this skill because search engines like Google view links as “votes” for a page’s quality, and use them as a key ranking factor. Effective link building can lead to higher domain authority, more referral traffic, and improved trust and credibility. A strategic approach to link building also helps establish connections within the industry and can amplify the reach and impact of the content.
Off-page SEO
This refers to the optimization activities outside of a website to improve its position in search engine rankings. These activities typically involve link building, social media marketing, affiliate programs, and influencer outreach.
The right candidate will have excellent off-page SEO experience because this complements on-page efforts, enhancing a website’s reputation, authority, and visibility across the internet. When successfully executed, off-page SEO can significantly influence how search engines perceive the relevance, trustworthiness, and authority of a site, leading to improved organic search rankings and increased traffic.
E-commerce SEO
This involves optimizing online stores for search engines and users, focusing on product pages, categories, metadata, internal link structure, and the navigational structure of online retail websites. It’s vital for an e-commerce business and can help other companies improve conversions in certain web properties.
A freelance SEO specialist should possess e-commerce SEO skills that are crucial for driving targeted traffic to online shops. Proper e-commerce SEO tactics help products appear in relevant searches, which can increase click-through rates, improve conversions, and boost sales.
Google Business Profile
Formerly Google My Business, Google Business Profile is a free tool from Google that allows businesses to manage their online presence across Google’s platforms, including Search and Maps.
An SEO expert should be proficient in using Google Business Profile because it’s a critical component of local SEO. Google Business Profile can influence how a business appears in local searches, and a well-optimized profile can improve visibility in Google’s Local Pack, Local Finder, and organic rankings in general. A regularly updated Google Business Profile with accurate information, photos, updates, and customer reviews can significantly enhance a business’s local search presence and attract more customers.
Technical SEO
This type of SEO refers to optimizing a website’s infrastructure so that search engines can crawl and index it effectively, which is essential for improving organic rankings. A website’s technical health affects the UX and search engine visibility, encompassing aspects like site speed, mobile-friendliness, structured data, and secure connections (e.g., HTTPS).
An SEO specialist should be skilled in technical SEO to ensure that a website meets the technical requirements of modern search engines. Proficiency in this area ensures that technical barriers are removed, allowing the website’s content to be discovered, understood, and ranked appropriately. As technical issues can significantly impact a site’s performance in search results, expertise in technical SEO is essential for any comprehensive SEO strategy and for securing a competitive edge in search rankings. While it may sound like a core skill, a dedicated team often manages websites, and tech SEOs do not always have the final word when it comes to changes. However, they can always help a company’s cause with their knowledge of website infrastructure, crawlability, indexability, and site speed.
SEO Auditing
SEO auditing is the capacity to conduct comprehensive website audits to identify technical issues and overall SEO health. SEO consultants with this skill may or may not have the technical abilities to implement changes, but their recommendations can help improve search rankings and website performance.
In summary, a well-rounded SEO professional profile includes an array of digital marketing services that will help drive organic growth, improve SERPs, and maximize online visibility for businesses and organizations.
Content Strategy
This is the planning, development, and management of content to achieve specific business and marketing goals.
Being able to strategize allows SEO experts to plan and develop a cohesive series of actions to achieve business goals. These actions span from audience and keyword research to content ideation, managing social and editorial calendars, and analyzing traffic and user data to drive and optimize engagement and conversions.
Content Marketing
This digital marketing strategy focuses on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience and drive profitable customer action.
Content marketing skills are indispensable for an SEO expert because this form of online marketing works hand in hand with SEO to enhance online visibility. By producing quality content that resonates with readers and prompts engagement, SEO experts can help build authority and trust for a brand, encourage organic links and shares, and increase the time users spend on a website, all of which positively influences search engine rankings.
How Can You Identify the Ideal SEO Expert for You?
When it comes to skills and experience, pinpointing the perfect SEO expert is relatively straightforward. However, the real challenge lies in considering external factors, specifically related to a company’s environment and the scale, intricacy, and objectives of its SEO initiatives and goals. Therefore, the initial step in streamlining your search is to clearly outline the SEO requirements, objectives, and anticipated outcomes.
To achieve this, you need a comprehensive understanding of the company’s web properties and ranking factors, including content quality, page loading speed, mobile optimization, and an up-to-date site map. Once this is clear, you can move on to establishing practical SEO objectives. For instance, if a significant content overhaul is needed, requiring the creation and updating of numerous pages, an SEO expert with strong content creation abilities will be preferred over an analytical profile that excels at, say, local SEO practices.
At this point, it will be easier to check for other key criteria when looking for candidates, including:
Experience Level
Junior SEO professionals will be best suited for entry-level roles, assisting with basic SEO tasks like content refreshes and creating page drafts. Mid-level SEO consultants can handle complex projects and execute strategies wearing different hats; they can also analyze traffic, research keywords, and create content out of the blue. Senior SEO professionals will have a high skill level, demonstrate strategic thinking abilities, and have a proven track record of exceptional results and SEO experience; they can create plans to solve complex SEO challenges, drive organic traffic, and align their work to business objectives.
Portfolio and Track Record
A strong track record of successful campaigns is a key indicator of an applicant’s capabilities. Look for candidates with a portfolio showcasing past SEO projects, case studies, and quantifiable results you can check independently (e.g., increased organic traffic or improved search rankings for selected keywords).
Use Cases and Projects
When hiring an SEO expert, a company’s industry, projects, and goals will always call for specific digital marketing services. For example, if the focus is on e-commerce SEO, look for candidates who are seasoned in bulk updates, optimizing product pages, and conversion strategies. Or, if the focus is on updating and improving the content strategy, look for candidates with strong content ideation, creation, optimization, distribution, and performance-tracking skills.
Technical vs. Nontechnical Profiles
SEO services comprise a range of tasks and responsibilities and, again, different projects and needs will call for different profiles. If the SEO challenges ahead are intrinsically technical (a good example would be a large localization project), look for candidates with a strong foundation in technical SEO, including knowledge of HTML, website architecture, and Core Web Vitals optimization. They should be adept at conducting website audits, identifying technical issues, and implementing SEO best practices. On the other hand, nontechnical and mixed profiles can be great when it comes to improving existing content, creating new content, and crafting strategies from scratch.
Cultural Fit and Long-term Potential
As mentioned, good SEO requires time—often several months—to produce results, which means that the right candidate will need to be a cultural fit as well as a technical one. Seek candidates who align with company values, demonstrate a good work ethic, and exhibit traits such as curiosity and adaptability to fast-paced environments.
Budget
When evaluating candidates for an SEO position, the budget will play a significant role. It’s important to assess the cost of hiring an SEO expert relative to the value they can deliver to your business. For example, experienced SEO professionals may command a higher price, but their track record of driving ROI can justify the investment. Highly technical profiles also tend to be more expensive, and depending on the project scope and extension, budget can play an even more significant role down the line.
Identifying the ideal SEO candidate requires balancing different skill profiles and experience levels with company needs and goals. By defining requirements and evaluating candidates based on the above information, hiring managers can shortlist experts who align with their search criteria and achieve successful outcomes in the competitive landscape of SEO.
How to Write an SEO Expert Job Description for Your Project
When drafting a job description for an SEO expert, start by creating a title that reflects the level and focus of the role, like “Senior SEO Specialist for E-commerce Agency.” Then, outline the primary responsibilities, such as developing an SEO strategy, conducting keyword research, optimizing content, and monitoring performance metrics. Highlight the background and skills you’re seeking in a candidate—these may include desired years of experience, proficiency with certain tools, expertise in technical SEO, and content creation abilities, to name a few.
Be sure to set clear expectations by outlining the results the candidate will be responsible for, including project milestones within the first months. Finally, provide the company details and highlight the aspects that make your company an attractive workplace, including the culture, values, and environment.
By following this structure, you will help the best candidates visualize themselves in the job, taking care of tasks they’re able and happy to complete.
What Are the Most Important SEO Expert Interview Questions?
The most important questions for an SEO expert are not set in stone; rather, they are determined by the type of role and skill profile needed to fulfill it.
For instance, when vetting candidates for a role demanding a technical profile, you will ask questions about technical SEO, while an interview for a role focused on content optimization will demand questions that are related to on-page optimization and UX.
In any case, there are a few questions that you can ask to get a better understanding of each candidate and their capabilities, including:
How do you approach content optimization, and how do you ensure content aligns with search intent and delivers value to users?
Here, the candidates should bring up their content optimization process, including keyword research, topic ideation, content creation, on-page optimization, and content distribution strategies.
They should address the importance of aligning content ideation and creation with search intent and providing experienced, expert, authoritative, and trustworthy (E-E-A-T) content to drive organic traffic, improve search rankings, and achieve content marketing goals like getting qualified leads and conversions. This comprehensive approach indicates the candidate’s ability to deliver content that is not just optimized for search engines, but also richly rewarding for the audience, aligning with the core principles Google uses to assess content quality.
How do you assess the effectiveness of backlink strategies?
When responding, the candidate should tell you how they analyze backlink profiles, sharing what tools they use, and the metrics and signals they look at, such as domain authority, organic traffic, and anchor keywords.
In addition, it’s always important to understand whether the candidate prefers a natural/organic approach to backlink acquisition, a concerted effort, or a mix of both.
This will help the company understand two critical aspects of backlink acquisition in SEO projects: the resources they’ll have to dedicate to their backlink strategy and the time it’ll take to generate results (i.e., new links from trusted sources).
How do you approach local SEO for businesses targeting specific geographic regions, and how would you improve local search rankings?
In the answer, the candidate should demonstrate expertise in local SEO strategies like optimizing a website for Google Business Profile, Google Maps, Waze, and Apple Maps; geo-targeted keyword research; and local content creation.
They could also bring up other tactics for attracting new customers, such as leveraging offline conversion imports in Google and Meta to better understand local customers who already made a purchase, or creating a targeted PR campaign to get mentions in local digital media outlets.
How do you address keyword research and strategy?
Search engine optimization requires in-depth research to identify keywords aligned with user intent (i.e., what users want to find when they type words to conduct an online search). The candidate should discuss their approaches to analyzing factors such as search volume, competition, and relevancy to create a strategic keyword optimization plan—all of which is crucial for driving organic traffic and ensuring content resonates with the target audience’s search queries and the value they find in the results.
What are the most used on-page SEO techniques?
The most used on-page SEO techniques include optimizing meta tags, headings, and content structure. SEO experts also focus on keyword placement (e.g., placing the focus keyword on the slug or in the first paragraph of an article), readability, and semantic HTML to improve search engine rankings. Candidates with a solid understanding of these practices will help enhance website visibility and rankings.
What are the main aspects to consider when conducting technical SEO audits?
Experts tend to analyze website architecture, mobile friendliness, and page speed first and foremost when conducting technical SEO audits. This involves identifying and resolving issues that impact search rankings, UX, and site performance, such as site maps, robot tags, canonical tags, and no-index tags. Proficiency in technical SEO audits ensures a website is optimized for search engines and users alike.
What does an E-E-A-T implementation require?
E-E-A-T implementation requires enhancing the experience, expertise, authoritativeness, and trustworthiness factors in both the publisher and the published content. SEO experts focus on creating and/or guiding the creation of E-E-A-T content, maintaining a trustworthy online presence, and improving search rankings. Look for answers about how these candidates approach primary research, their knowledge of reputable sources, and experience covering a topic in an extensive but user-friendly manner.
How do you approach link building and outreach?
SEO experts usually have two approaches to link building and outreach. First, they let it happen naturally; for example, when content surfaces organically on search results and readers find enough value in it to refer to it by linking to it elsewhere. The second approach is proactive, requiring tactics like content promotion, influencer partnerships, and relationship-building with reputable websites.
What are the common tasks to look after when doing local SEO?
Common tasks in local SEO include creating and updating Google Business Profile listings, driving local citations, and deploying a strategy around geo-targeted keywords. These actions are likely to increase visibility in local search results, attract nearby customers, and enhance a local business’s online presence.
What are the three most important principles to apply in mobile SEO?
The three key principles in mobile SEO are mobile responsiveness, fast loading times, and user-friendly design. SEO experts should discuss examples from their experience optimizing websites for mobile devices, emphasizing seamless navigation and engagement on smartphones and tablets.
What are the KPIs commonly used in SEO analytics and reporting?
The answer to this question should go beyond merely defining impressions, clicks, users, keyword rankings, session duration, and conversion rates (which may vary depending on the attribution model used in the measurement). The SEO experts you interview should discuss how they utilize analytics platforms like Google Analytics 4, Semrush, Ahrefs, and Google Search Console to track performance.
How do you approach conversion rate optimization (CRO) in your SEO campaigns?
CRO is a critical component that complements the SEO efforts and directly impacts a business’s bottom line. This question helps gauge whether the candidate can go beyond increasing traffic to also enhance the website’s ability to convert visitors into customers. It provides insight into the candidate’s understanding of the broader business goals of SEO, their ability to analyze user behavior, and their skill in implementing changes that improve UX and conversion rates. Moreover, their response can reveal their problem-solving capabilities, proficiency with analytics, and commitment to driving tangible results for the business beyond just rankings and traffic.
What is the best way to update a site when facing search engine algorithm updates?
There is no best way to update a site during search engine algorithm updates, as there is no way to predict what the update will cover. However, the recommendation they should provide is to stay alert, monitor algorithm changes, analyze their impact on search rankings, and make on-page and off-page adjustments when required to maintain high visibility in search results.
How do you utilize Google Search Console and Google Analytics in your SEO monitoring and reporting?
Google Search Console and Google Analytics are central to understanding and improving a website’s search results performance. The question assesses the candidate’s competence in leveraging these platforms to extract valuable data on traffic, rankings, user behavior, and technical issues. It reveals their analytical abilities, familiarity with key metrics, and the effectiveness of their SEO strategies. A candidate’s response can also provide insight into their process for translating data into actionable insights and their proficiency in communicating campaign results, all of which are critical for a successful SEO initiative.
What are three key principles for international SEO?
Three key principles for international SEO include implementing hreflang tags for language targeting, optimizing content for global audiences (e.g., taking into account cultural nuances and wording), and using country-specific domain extensions or subdirectories.
Why Do Companies Hire SEO Experts?
SEO experts play a vital role in helping companies achieve online success by boosting visibility on search engines, directing targeted traffic to websites, and improving conversion rates. Hiring a freelance SEO expert can significantly bolster your SEO campaigns through several key strategies:
Increase Organic Traffic to Your Website — SEO experts are focused on increasing the quality and quantity of web traffic and achieve this by creating and optimizing content, improving on-page experiences, and targeting relevant keywords with new and existing webpages.
Improve Search Engine Visibility — SEO experts help search engines discover and index pages by optimizing their structure, meta tags, and on-page elements (e.g., heading tags). When combined with valuable content and a rich UX, this leads to higher rankings in SERPs.
Drive Leads and Conversions — SEO experts produce high-quality leads and improve conversion rates by attracting targeted traffic. The usual tactics to achieve this include optimizing landing pages, using calls to action, and targeting long-tail keywords that match the intent of the target audiences.
Outrank Competitors — Achieving better positions than competitors in search results helps companies capture market share and establish authority in their industry or niche.
Build Brand Authority and Trust — Ranking high on SERPs often leads to increased traffic and new backlinks, which in turn results in higher levels of brand authority and trust.
In summary, companies hire SEO experts to increase organic traffic, improve search engine rankings, drive quality leads and conversions, gain a competitive advantage, build brand authority and trust, and, in some cases, adapt to algorithm changes.
