Search engine optimisation (SEO) is vital for any business wanting to increase its online visibility. Companies hire SEO consultants to ensure their websites rank higher in search results, attract more visitors, and convert them into customers effectively. But what does this role involve in detail?
This article explores what an SEO consultant is, their key responsibilities, essential skills, and examples to help you understand their strategic importance in today’s digital world.
Definition: What is an SEO Consultant?
An SEO consultant is a professional who helps businesses optimise their websites for better search engine rankings. They analyse website data and provide expert recommendations to improve online visibility and credibility.
Their role includes suggesting design improvements to make websites more user-friendly and easier to navigate. By implementing SEO strategies effectively, companies can increase organic traffic without relying solely on paid advertising.
Example
A local estate agency wanted to increase website enquiries. Their SEO consultant identified “letting agents in Camden” as a high-opportunity keyword. By optimising service pages for this term and improving page speed, they saw a 40% increase in organic enquiries within 4 months, reducing dependence on PPC spend.
What Does an SEO Consultant Do?
Here are their core daily responsibilities, expanded clearly for strategic understanding:
1. Conduct Keyword Research
SEO consultants research keywords their target audience is likely to search for. They analyse:
- Search volume: How often a keyword is searched monthly
- Competition: How difficult it is to rank for the keyword
- Relevance: How well the keyword aligns with the business offer
They then recommend keywords that balance demand and competition to achieve realistic, revenue-driving results.
2. Optimise Existing Website Content
Using the keywords found, consultants update website pages to improve relevance. This includes:
- Inserting primary and related keywords naturally
- Enhancing headings, body text, and metadata for search clarity
- Improving readability for users to reduce bounce rates
They may also use natural language processing (NLP) to integrate keyword variations and related entities, helping search engines understand page topics better.
3. Fix Technical SEO Issues
SEO consultants conduct technical audits to identify problems that hinder ranking. They check for:
- Slow page load speeds
- Broken internal or external links
- Duplicate content
- Poor URL structures
- Non-secure HTTP pages instead of HTTPS
They work with developers to resolve these issues, improving user experience and crawlability for search engines.
4. Build Backlink Campaigns
Backlinks (links from other reputable websites) increase a website’s authority. Consultants:
- Identify sites for guest posts or digital PR
- Create link-building strategies targeting industry-relevant domains
- Monitor backlink profiles to maintain quality over quantity
5. Monitor SEO Performance
Using tools like Google Analytics and Search Console, SEO consultants:
- Track keyword ranking changes
- Observe traffic trends
- Identify drops in critical page performance
- Conduct A/B testing to see which campaigns drive the best leads
They also set up reporting tools to get alerts when rankings or site health changes significantly.
6. Perform SEO Reporting
Consultants regularly report to clients or managers on:
- Website performance metrics (traffic, conversions)
- Keyword ranking progress
- Bounce rates and click-through rates
- Recommendations for further optimisation
These reports ensure transparency and guide strategic decisions.
7. Stay Updated with SEO Trends
Because SEO is constantly evolving, consultants keep up with:
- Google algorithm updates
- Industry blogs and podcasts
- Online courses or conferences
This ongoing learning ensures their strategies remain effective and compliant with best practices.
Requirements to Become an SEO Consultant
Education
While a specific degree is not required, backgrounds in marketing, communications, or business are beneficial. Many SEO consultants also take specialised courses in SEO, content strategy, and digital marketing to strengthen their skills.
Experience
Employers look for:
- Proven experience improving website rankings
- Familiarity with web analytics and content management systems
- Copywriting and marketing experience to create effective content
Certifications
Holding certifications can increase credibility. Recommended certificates include:
- Google Analytics
- Google Search Console training
- Semrush or Ahrefs SEO certifications
These demonstrate a consultant’s commitment to staying up to date with tools and strategies.
Key Skills of an SEO Consultant
Here are the essential skills directly from your document, expanded with practical clarity:
- SEO knowledge: Using tools like Semrush and Ahrefs to analyse competitors and keywords.
- Research skills: Understanding user personas and search behaviour to target the right keywords.
- Communication: Explaining strategies and results clearly to clients and teams.
- Content creation: Writing or editing content to align with SEO and user intent.
- Digital marketing understanding: Integrating SEO with social media, email, and paid campaigns.
- Technical abilities: Basic coding knowledge (HTML, CSS) to implement SEO changes efficiently.
- Analytical thinking: Interpreting data to refine strategies for better results.
- Strategic planning: Aligning SEO work with wider business goals for growth.
- Organisation: Managing multiple projects, deadlines, and reporting without errors.
Example: Strategic SEO Consultant Impact
A national cleaning services company struggled with organic traffic despite heavy PPC investment. Their SEO consultant:
- Identified buyer-intent keywords like “end of tenancy cleaning Bristol”
- Optimised service pages for these keywords
- Fixed technical errors including slow-loading images
- Built 12 local backlinks through guest posting
Results
- 85% increase in organic traffic over 6 months
- Reduced PPC spend by 25%, reallocating budget to other marketing areas
Frequently Asked Questions (FAQs)
What is the difference between an SEO consultant and an SEO agency?
An SEO consultant is usually an individual specialist focusing on strategy and implementation, while an agency has a team covering wider services such as web design, PPC, and social media alongside SEO.
How long does SEO take to show results?
Typically 3-6 months for noticeable ranking improvements. Full potential results often take up to 12 months, depending on industry competitiveness and implementation speed.
Do SEO consultants need to code?
Not necessarily advanced coding, but understanding HTML, CSS, and basic website structures is crucial to implement technical SEO recommendations effectively.
Is SEO worth it compared to paid ads?
Yes. Paid ads stop delivering results once your budget ends. SEO builds long-term organic traffic, brand authority, and trust without ongoing per-click costs.
Conclusion
An SEO consultant is more than a website optimiser. They are a strategic advisor, technical specialist, and growth partner. From finding the right keywords to fixing technical issues, optimising content, building backlinks, and reporting performance, their work ensures your business is visible and competitive online.
At Evershare, our SEO consultants combine data-driven strategy, technical expertise, and a human understanding of user behaviour to deliver results that matter. If your business is ready to grow its online presence effectively, partnering with a professional SEO consultant is the right next step.