The game is Google and the players are every business that has a website. Are you winning or losing the race to the top of the search engines? If you’re paying for traffic, you could be making a lot more money by ranking organically. Even if you’re already experiencing organic traffic there are many reasons why every business needs an SEO Consultant.
Analysis
Your website generates an enormous amount of data that can be used to assess its performance in a number of categories. An SEO consultant gives you a better understanding of how things are working and how they can be improved.
Technical SEO
Having an SEO consultant looking for ways to improve your traffic leads to the correction of technical errors that could be affecting your ranking. Technical SEO is a much more common problem with larger websites, but there are dozens of cases where smaller sites are critically affected by a technical issue.
Search engines need to be able to crawl and index the pages on your website for them to show up-let alone rank in the search results. There are dozens of potential things that can lead to a page, or multiple pages failing to be indexed. An SEO consultant is a person who finds and fixes the problem.
Even issues such as page speed can be the reason why your website is losing visitors when they land on your pages. If you don’t have a person on your team monitoring the bounce rate on your landing pages, you may not be able to source and correct the issue. (Click here to test your page speed)
Optimization
The optimization of your website takes on several different aspects such as performance optimization, on-page optimization and off-page optimization. If your business is directly impacted by the traffic it receives on your website, it would make sense to optimized to preform in every category.
On-page optimization
Through keyword research and competitive analysis, an SEO specialist identifies the most important aspects of satisfying search intent and qualifying your website as the best result of a keyword search. It helps to know about the industry, however, reverse engineering the top-ranking pages gives SEOs enough information to create pages that outperform the competition.
Off-page optimization
The strength of a website’s backlink profile contributes to the authority and credibility of website content. When a lot of credible websites link to a page, it indicates the popularity of the page, which results in a higher ranking. Sounds simple, but because this is so well known, link building has become increasingly scrutinized and cautionary practice.
An SEO professional is experienced in link building. They can assess the current optimization of your website’s backlink profile and determine what links are needed to move your site higher in the search results. The ability to recognize a low-quality link and a link that will benefit your site is a valuable skillset that saves time and money for your business.
Performance optimization
There are many ways to drive traffic from the first page of results. An SEO specialist will improve the number of ways the pages on your site are optimized. Adding structured data for rich results and optimizing for SERP features can land your page a featured position on the first page of Google.
Having your page appear as a rich result or featured in a PAA box or snippet will increase the click-through rate to your website and lead to more traffic.
Adapt to change
The search landscape is constantly changing and evolving, along with Google’s algorithm. When you have a consultant on top of the latest updates and changes in the search industry you keep a sharper competitive edge.
For example, FAQ schema was released in May 2019 which has been proven in many cases to improve click-through rates. If your consultant recognized the benefits you would be one of the few websites to incorporate this feature on your pages.
The separation from your competition on the SERP leads to better branding and has a lasting impact on your potential customers. Being an industry leader and a recognized brand has proven to be one of the most powerful marketing advantages in converting visitors into clients.
Outperform the standard
It’s widely understood that SEO is similar to a race and those that are most consistent (and strategic) end up in the top positions. Much of the strategy for achieving top rankings is formed from research and an analysis of what is working to achieve those rankings.
An SEO consultant constantly looks to outperform the standard. And when you’re in the top spot, it’s your company that sets the standard. With an effective and documented strategy, your company can outperform the standard and continue to grow.
Increased revenue and growth
At the end of the day SEO is about the growth of your company through increased revenue. The law of averages suggests that if you’re generating income from the traffic your website is driving, an increase in traffic will increase revenue.
Search engine optimization takes into account every aspect of website performance that affects the quality of your traffic. It identifies the visitors who are engaging the most with your content and who are most likely to buy.
SEO identifies the keywords that are most valuable as well as those that aren’t converting to leads and new clients. This affects the content you publish and the amount of resources you allocate to specific campaigns.
An SEO consultant is your guide to making more money through your website and is an invaluable asset in determining the direction you take with your online marketing strategy.