How do I hire SEO?

In today’s cutthroat digital landscape, having a stunning website is only half the battle. If your target audience can’t find you on search engines, your online presence is effectively invisible. This is where Search Engine Optimisation (SEO) comes in – the art and science of boosting your website’s visibility in organic (unpaid) search results.

For British businesses, navigating the world of SEO can feel daunting. From understanding the jargon to sifting through countless agencies and freelancers, the process demands careful consideration. This comprehensive guide will walk you through every step of hiring SEO expertise, ensuring you make an informed decision that drives tangible results for your business.

Why is SEO Crucial for Your British Business?

Before diving into the “how,” let’s briefly reiterate the “why.” Effective SEO can:

• Increase Organic Traffic: Drive more relevant visitors to your website who are actively searching for your products or services.
• Improve Brand Visibility and Awareness: Position your brand as an authority in your industry, building trust and recognition.
• Generate High-Quality Leads and Sales: Convert website visitors into paying customers by attracting those most likely to be interested.
• Gain a Competitive Advantage: Outrank your competitors in search results, capturing a larger share of the market.
• Provide Long-Term ROI: Unlike paid advertising, organic SEO results can last for extended periods, offering a sustainable marketing strategy.
• Enhance User Experience: Many SEO best practices, such as site speed and mobile-friendliness, also improve the overall user experience.

Step 1: Define Your SEO Needs and Goals

Before you even think about contacting an SEO professional, you need to understand what you want to achieve. This clarity will not only help you articulate your requirements but also filter out unsuitable candidates.

Ask yourself these questions:

• What are your business objectives? Do you want to increase online sales, generate leads, improve brand awareness, or drive foot traffic to a physical location?
• What is your budget? SEO costs can vary significantly, so having a realistic budget in mind from the outset is crucial.
• What is your timeframe? SEO is a long-term strategy, but some initial improvements can be seen relatively quickly. Be realistic about expectations.
• What are your current SEO pain points? Are you struggling with low rankings, poor website traffic, or a lack of conversions?
• Who is your target audience? Understanding your ideal customer will help in keyword research and content strategy.
• What are your key products or services? This will inform the focus of your SEO efforts.

Example Goals:

• “Increase online sales of our handmade jewellery by 20% within 12 months.”
• “Generate 50 qualified leads per month for our B2B software solution.”
• “Achieve top 3 rankings for five key service-related keywords in London.”
• “Increase organic website traffic by 30% year-on-year.”

Step 2: Understand the Different Types of SEO Expertise

SEO isn’t a monolithic skill. Professionals often specialise in different areas. Knowing these can help you identify the right fit:

• Technical SEO: Focuses on the backend elements of your website that affect search engine crawling and indexing (e.g., site speed, mobile-friendliness, sitemaps, structured data).
• On-Page SEO: Optimising individual web pages to rank higher and earn more relevant traffic (e.g., keyword research, content optimisation, meta descriptions, title tags).
• Off-Page SEO (Link Building): Building high-quality backlinks from other reputable websites to improve your site’s authority and ranking.
• Content Marketing for SEO: Creating valuable, relevant content that attracts, engages, and converts your target audience, while also being optimised for search engines.
• Local SEO: Optimising your online presence to attract local customers, particularly important for brick-and-mortar businesses (e.g., Google My Business optimisation, local citations).
• E-commerce SEO: Specialising in optimising online stores for product visibility and sales.

For most small to medium-sized businesses, you’ll likely need someone with a good all-round understanding of these areas, or an agency with specialists in each.

Step 3: Where to Find SEO Professionals in the UK

Once you have a clear idea of your needs, it’s time to start looking. Here are common avenues for finding SEO talent in the UK:

• Google Search: Naturally, searching for “SEO agency UK,” “SEO consultant London,” or “local SEO services [your city]” is a good starting point. Pay attention to those who rank well themselves – it’s often a good indicator of their capabilities.
• Referrals: Ask fellow business owners, industry peers, or trusted marketing contacts for recommendations. A personal referral often comes with a degree of trust and insight.
• Professional Networking Sites (e.g., LinkedIn): Search for “SEO specialist,” “SEO consultant,” or “SEO manager” and filter by location. Look at their profiles, endorsements, and recommendations.
• Industry Directories and Associations:
  • The Drum Recommends: A platform for finding agencies reviewed by clients.
  • RAR (Recommended Agencies Register): Similar to The Drum, providing client-rated agency information.
  • UK Digital Marketing Association (DMA): While not exclusively SEO, they may have members who offer SEO services.
• Freelance Platforms (for smaller projects or specific tasks): Upwork, PeoplePerHour, and Fiverr can be options, but exercise caution and thoroughly vet candidates.
• Conferences and Webinars: Attending digital marketing events can be a great way to meet professionals and learn about their expertise.

Step 4: Vetting Potential SEO Candidates

This is the most critical stage. Don’t rush into a decision. A thorough vetting process will save you time, money, and frustration in the long run.

Initial Screening Questions (for phone calls or discovery meetings):

• “Can you explain your SEO philosophy and approach?” Look for a clear, strategic answer that aligns with your long-term goals. Avoid those promising overnight results.
• “What experience do you have in my industry or with businesses of a similar size?” While not essential, industry experience can be a bonus.
• “What tools do you typically use for SEO analysis and reporting?” Common tools include Google Analytics, Google Search Console, Ahrefs, SEMrush, Moz, Screaming Frog.
• “How do you stay up-to-date with algorithm changes?” SEO is constantly evolving, so a professional needs to demonstrate continuous learning.
• “How do you measure success and what kind of reports can I expect?” They should be able to provide clear, actionable metrics.
• “What is your communication process like?” Regular updates and transparent communication are vital.

Deep Dive Questions and Due Diligence:

• Request Case Studies and References: This is non-negotiable. Ask for examples of past successes, ideally with quantifiable results. Contact their references and ask about communication, results, and professionalism.
• Review Their Own Website and Online Presence: Do they rank well for relevant SEO terms? Is their website technically sound and user-friendly? If they can’t do it for themselves, how can they do it for you?
• Understand Their Pricing Structure:
  • Monthly Retainer: Most common for ongoing SEO. Ensure you understand what’s included.
  • Project-Based: For specific tasks like a website audit or content creation.
  • Hourly Rate: Less common for comprehensive SEO, but might be used by consultants.
  • Be wary of overly cheap services – quality SEO is an investment.
• Discuss Their Approach to Keyword Research: How do they identify relevant keywords? Do they consider user intent?
• Inquire About Their Link Building Strategy: Avoid those who promise thousands of links quickly, as this can be a sign of black-hat tactics that could harm your rankings. Focus on quality over quantity.
• Ask About Reporting and Analytics: How frequently will they report? What metrics will they focus on (e.g., organic traffic, keyword rankings, conversions, lead generation)? Will you have access to your own analytics accounts?
• Clarify Contract Terms: Understand the length of the contract, cancellation policy, and any performance guarantees (though be wary of guarantees that sound too good to be true).
• Check for Transparency: A good SEO professional will be transparent about their methods and won’t promise guaranteed first-page rankings (as Google’s algorithm is constantly changing and nobody can truly guarantee this).

Step 5: What to Look Out For (Red Flags)

Be highly cautious of any SEO professional or agency that:

• Guarantees #1 Rankings: Nobody can guarantee this. It’s a clear sign of an unethical or inexperienced provider.
• Promises Overnight Results: SEO takes time and consistent effort. Instantaneous results are usually achieved through risky “black hat” tactics that can lead to Google penalties.
• Uses Black-Hat SEO Tactics: These include keyword stuffing, hidden text, cloaking, link schemes, and buying links. These might offer short-term gains but will ultimately harm your website’s long-term performance.
• Is Not Transparent About Their Methods: If they’re vague about their strategies or refuse to explain how they work, walk away.
• Doesn’t Ask About Your Business Goals: An effective SEO strategy is always tied to your overarching business objectives.
• Has a Poor Online Presence Themselves: If their own website ranks poorly or looks unprofessional, it’s a major red flag.
• Only Focuses on Keyword Rankings: While important, keyword rankings are just one metric. They should also focus on traffic, conversions, and ROI.
• Asks for Your Google Account Passwords: They should only need access to Google Analytics and Google Search Console, often through shared access, not your personal login details.

Step 6: Making Your Decision and Onboarding

Once you’ve vetted several candidates, compare their proposals, expertise, and cultural fit.

• Review Proposals Carefully: Ensure they clearly outline the scope of work, deliverables, timeline, and pricing.
• Consider Cultural Fit: You’ll be working closely with this person or team, so ensure good communication and a collaborative spirit.
• Start with a Smaller Project (Optional): If you’re unsure, you could consider hiring them for an initial audit or a smaller, defined project before committing to a long-term retainer.
• Onboarding: Provide them with all necessary access (Google Analytics, Google Search Console, CMS access, hosting details) and introduce them to your team. Establish clear communication channels and reporting schedules.

Step 7: Measuring Success and Ongoing Collaboration

SEO is an ongoing process, not a one-off task.

• Regular Reporting: Expect regular, clear reports that show progress against your agreed-upon KPIs.
• Open Communication: Maintain an open dialogue. Share any changes to your business, products, or marketing initiatives.
• Patience and Persistence: SEO takes time. Don’t expect dramatic results overnight. It’s often a marathon, not a sprint.
• Review and Adapt: Regularly review the strategy with your SEO professional. The digital landscape is constantly changing, so your SEO strategy should adapt accordingly.

Conclusion

Hiring the right SEO expertise for your British business is a strategic investment that can significantly impact your online visibility and bottom line. By clearly defining your needs, thoroughly vetting candidates, and focusing on long-term, ethical practices, you can find a partner who will help you climb the search engine rankings and achieve sustainable growth in the competitive UK market. Remember, effective SEO is about building a strong, visible, and valuable online presence that truly serves your customers.