For many businesses, the world of Search Engine Optimization (SEO) can seem complex and overwhelming. While some try to manage it in-house, there comes a point when bringing in an expert makes strategic sense. Google, through its “Search Off The Record” podcast, has offered valuable advice on when to hire an SEO consultant and crucial red flags to watch out for.
When Does It Make Sense to Hire an SEO?
According to Google’s John Mueller, there isn’t a single, definitive moment when a business must hire an SEO. However, a key indicator is when managing SEO tasks becomes overly time-consuming, pulling you away from core business operations. Mueller likens it to a small business owner eventually hiring a bookkeeper because they no longer have the time or desire to handle bookkeeping themselves. If you find yourself thinking,
| “I know this needs to be done, but I don’t have the time or I don’t appreciate doing all this work,” |
That’s likely the point where hiring an SEO consultant becomes a sensible investment.
Martin Splitt, another Google expert, initiated this discussion, highlighting the common conundrum businesses face regarding when to bring in external expertise for SEO. The consensus is that while initial DIY efforts are common, the intricacies and time commitment of effective SEO eventually warrant professional help.
Measuring SEO Success: Beyond Just Rankings
One of the most critical aspects of hiring an SEO is understanding how to measure their effectiveness. Historically, some lower-quality SEOs would tout success based on the sheer number of queries a client’s site ranked for, often including irrelevant or “garbage nonsense” queries. While metrics like ranking positions and traffic are commonly used and generally considered solid indicators, they don’t always tell the whole story. A high ranking for a low-quality search query won’t necessarily translate into valuable leads, sales, or revenue.
Google’s John Mueller emphasizes that the ultimate metric for SEO success should align with your business goals, primarily revenue generation. He suggests that the “concrete value” of SEO is evident when you can measurably say,
| “When I started doing SEO for my website, I made so much more money” or achieved another significant business result. This allows businesses to justify the investment in an SEO by directly linking it to tangible financial or business outcomes. |
It’s important to acknowledge, however, that directly attributing sales or leads solely to organic SEO can be challenging. Unlike Pay-Per-Click (PPC) advertising, where you can meticulously track a lead from ad click to sale, organic search often lacks this direct referral data. This means businesses might need to separate attributable paid search earnings and then estimate the impact of organic efforts. While a purely data-driven approach might be difficult, the overall business impact remains the most crucial measure.
See also: Confused by SEO, AEO, GEO, VEO?
Key Qualities to Look for in an SEO
Beyond measurable results, Google’s experts recommend hiring an SEO with actual experience. This can include a proven track record of monetizing their own websites, an understanding of HTML code for technical SEO issues, and positive endorsements or testimonials.
| John Mueller highlights that business owners often wear many hats and cannot delve into every detail of SEO, making an experienced professional invaluable. Martin Splitt agrees, emphasizing that while there’s no “one-size-fits-all” answer, finding someone who fits your specific needs and can fill those knowledge gaps is key. |
Red Flags to Watch Out For
Perhaps the most critical piece of advice from Google when hiring an SEO is to be wary of those who guarantee specific rankings or traffic from search. Both John Mueller and Martin Splitt strongly caution against this.
| The reason is simple: search rankings are influenced by a multitude of factors, many of which are outside an SEO’s control. An SEO can implement best practices and promote your site, but external elements like competitor actions are unpredictable. Furthermore, Google’s search algorithm is a “black box” – you can see what goes in (your website) and what comes out (search results), but the internal workings remain hidden. No SEO can “manually go into Google’s systems and tweak the dials and change the rankings”. Therefore, any SEO making such a promise is raising a significant red flag. |
In conclusion, hiring an SEO can be a game-changer for your business when you’re ready to invest in expert assistance. Focus on measurable business outcomes, seek out experienced professionals, and, most importantly, be highly skeptical of anyone promising guaranteed rankings. By following Google’s advice, you can make a more informed decision and find an SEO partner who genuinely contributes to your success.
Navigating the complexities of SEO and making informed decisions about hiring an expert can be challenging. If in-house SEO or other digital marketing tasks are becoming too time-consuming, it might be time to hire a digital marketer to achieve your business goals. Mindbees offers expert digital marketing and SEO services, providing the strategic thinking and hands-on execution you need for tangible online growth. We focus on transparent, results-driven strategies, helping you avoid common pitfalls and unlock your website’s full potential.