What is a good SEO Hero ?
I like to share advice to help you hire a useful SEO Hero and prevent hiring a bad HERO one who you might pay a lot of money without positive results or even worse one who implements shady practices on your website that result in a reduction in search rankings
What is SEO Hero Mission ?
SEO stands for search engine optimization to some SEO seems like black magic having worked with google search for over a decade, what I've learned is that first, it's not black magic and second, if you want long-term success, there aren't any quick magical tricks that SEO will provide so that your site ranked number one.
Having good content for SEO Hero is the key
it's important to note that an SEOs potential is only as high as the quality of your business or website so successful SEO help your website put your best foot forward, so that it ranks appropriately in the spot where an unbiased potential customer would expect your sight to be seen
Improve the search experience as a succeful SEO Hero
A successful SEO Hero also looks to improve the entire search experience from search results to clicking on your website and potentially converting a good SEO will recommend best practices for a search friendly site from basic things like descriptive page titles for a blog or small business, to more complex things like language market for a multilingual global site.
SEO Hero ensure that you're serving your online customers a good experience especially those coming from a search engine and that your site is helpful whether they're using a desktop computer or mobile phone in most cases the SEO will need four months to a year to help your business first implement improvements, and then see potential benefits.
SEO Hero have references to official publication from google
My strong advice when working with an SEO it to request that they corroborate their recommendation with a documented statement from google either and a Help Center article video or Google responsive that supports both won the SEOs description of the issue that needs to be improved to help with ranking and to the approach they prescribed to accomplishing task.
Don't use meta tag keywords anymore
Requesting these two bits of information will help prevent hiring a poor SEO who might otherwise convince you to do useless things like add more words to the keywords meta tag or by links because if you search for google advice on the topic you see blog posts and videos from us that clearly explained that adding keywords the meta tag would help furthermore while Google uses links for page ranks.
Don't buy links use social media to have natural links, optimise onsite before
Our documentation highlights that we strongly advise against the approach of buying links for the purpose of increasing pagerank one basic rule is that in a majority of cases doing what's good for SEO is also doing what's good for your online customers things like having a mobile-friendly website good navigation and building a great brand.
Additionally if you're a more established brand with complicated legacy systems then good search friendly best practices likely involves paying off some of your site's technical debt such as updating our infrastructure that your website is agile and able to implement features faster in the long term.
Local search can be optimised too
If you own a small local business you can probably do the initial work yourself check out our 30-minute video series on how to build an online presence for your local business.
Process to hire an SEO Hero
Now, if you still believe you want to hire an SEO, here's a general process one conduct a two-way interview with your potential SEO, check that they seem generally interested in you and your business to check their references.
Three-act for and you'll probably have to pay for a technical and search audit for decide if you want to hire.
Let's break this down and start with step 1 conduct a two-way interview in the interview.
An seo hero need to know what's your business before looking on your rankings, and what you already done
Here are some things to look for a good SEO doesn't focus only on search engine ranking but how they can help your business so they asked questions like
what makes your business content and or service unique and therefore valuable customers ?
They want to know this information to make sure it's highlighted on your website for your current and put until new audience to what does your common customer look like and how do they currently find your website.
how does your business make money and how can search help ?
what other channels are you using offline advertising, social networks ?
Who are your competitors, what do they do well online and potentially offline ?
if the SEO doesn't seem interested and learning about your business from a holistic standpoint look elsewhere
It's difficult to do good SEO without knowing about it businesses goals their customers and other existing marketing efforts SEO Hero should complement your existing work.
The second step on hiring an SEO is to check references
SEO Hero need to educate you to implement SEO in your processes
If your potential SEO provides prior clients be sure to check their references, you want to hear from past clients that the SEO was able to provide useful guidance and work effectively with their developers designers us researchers and are marketers.
A good SEO should feel like someone you can work with learn from experiment with and who generally cares about you and your business, not just getting your site the highest rank and ultimately those techniques rarely last long if they work at all, they'll want to educate you and your staff on how search engines work that SEO becomes part of your general business operations.
SEO HERO have good technical background
step three is to request a technical and search audit if you trust your SEO candidate give them restricted view not full or write access to your google search console data and even your analytics data before they actually modify anything on your website.
Problem conduct a technical in search on it to give you a prioritized list of what they think should be improved for SEO.
if you're a larger business you can hire multiple SEO to run audit and prioritize improvements see what each have to say and then determine who you could work.
With the best in the audit the SEO should prioritize improvements with a structure like one the issue to the suggested improvement three an estimate on the overall investment in other words the time energy or money it would take for your developers to implement the improvement and for google search as well as searchers and customers to recognize the improvement.
The SEO Hero will need to talk with your developers to better understand what technical constraints may exist for the estimated positive business impact. The impact might be a ranking improvement that will lead to more visitors and conversions or perhaps a positive impact comes from a back and change that cleans up your site and help their brand be more agile in the future
Plans the SEO implementations
A plan of how to iterate and improve on the implementation or perhaps had experiment fail fast should the results not meet expectations that covers the structure of the technical and search audit.
SEO Hero track duplicate content
Now let's talk about each of these audits individually in the technical audit your SEO HERO should be able to review your site for issues related to internal linking call ability URL parameters server connectivity and response codes to name some if they mention that your site has duplicate content problems that need to be corrected.
Make sure they show you the specific URLs that are competing for the same query or that they explained it should be clean that for long-term site health not initial growth I mention this because lots of duplicate content exists on websites and often it's not a pressing problem in this search audit your potential SEO will likely break down your search queries into categories like branded and unbranded terms.
SEO HERO know how to optimise pages for branding, and pages for products
Brand terms are those with your business or websites name like a search for gmail is a branded term while the search for email is an unbranded or general keyword.
An SEO hero should make sure that for branded queries such as Gmail your website is provided a great experience that allows customers who know your brand new website to easily find exactly what they need and potentially convert they might recommend improvements that help the entire search experience from what the searcher.
Season search results to when they click on a result and use your website for unbranded queries.
SEO HERO have a look on your competitors
An SEO Hero can help you better make sense of the online competitive landscape. They can tell you things like here are the types of queries it would make sense for your business to rank, but here's what your competition is done and why I think they rank where they do for instance.
Make you great content on Top
Perhaps your competition has great reviews really shareable content, or they run a highly reputable site and SEO will provide recommendations for how to improve ranking for these queries, and the entire search experience will introduce ideas like update obsolete
content they might say your site is suffering, because some of your well ranking content is obsolete has poor navigation, a useless page title or is a mobile-friendly
let's improve these pages and see if more website visitors converted purchase or they can micro converts meaning that perhaps they subscribe or share content improve internal linking.
SEO Hero know internal backlinks matter
Your SEO hero might say your site is suffering because some of your best articles are too far from the home page and users would have a hard time finding it. We can better internally link to your content to future it more prominently.
Social media optimisation is a good complement
Generate buzz seo might say you have great content but not enough people know. We can try to get more user interaction and generate buzz perhaps through social media or business relationships, this will help us attract more potential customers and perhaps garner natural
links to your site learn from the competition
Your SEO might explain here's what your competitors do well.
Can you reach parity with this and potentially surpassed them utilities or can be better show customers your business's unique value again.
SEO HERO have a priority checklist
A good SEO will try to prioritize what ideas can bring your business the most improvement for the least investment and what improvements they take more time but help growth in the long term
Once i talk with you and other members of your team such as developers are marketers will help your business forge a path ahead.
If you don't implement SEO HERO recommandations, nothing will be improved
The last thing i want to mention is that when i talked with SEOs, one of the bigger hold up to improving a website isn't their recommendations but it's the business making time to implement their ideas. If you're not ready to commit to making SEO improvements while getting an SEO audit may be helpful make sure that your entire organization is on board else your SEO improvements may be non-existent regardless of who you hire so that wraps it up thanks for watching and best of luck to you and your business