Building a Long-Term Relationship with Your SEO
Consultant: Sustainable Success

Invisio
Updated on August 27, 2024

Navigating the complexities of SEO can be intimidating for many businesses, especially those new to the field. Even after taking the crucial first step of investing in SEO, businesses often find themselves second-guessing their decisions. Here’s a more detailed look at how to enhance your relationship with your SEO consultant for better project outcomes.

Understanding the SEO Process

1. High-Level Understanding of SEO:
- SEO Fundamentals:
  - On-Page SEO: Involves optimizing individual pages on your website to rank higher and earn more relevant traffic. This includes optimizing meta tags (title, description), header tags (H1, H2), content, images, and internal links.
  - Off-Page SEO: Focuses on activities outside your website that influence your rankings, such as building backlinks from reputable sites, social media marketing, and online reputation management.
  - Technical SEO: Involves improving the technical aspects of your website to enhance crawling and indexing by search engines. This includes optimizing site speed, mobile-friendliness, structured data, and fixing crawl errors.
- Setting Expectations:
  - Short-Term vs. Long-Term Results: Understand that SEO efforts often show results gradually. Short-term changes might include small traffic boosts, while significant improvements in rankings and traffic typically take several months.
  - Variable Factors: SEO performance can be influenced by various factors, including industry competition, search engine algorithms, and seasonal trends.
1. Flexibility with Project Plans:
- Algorithm Updates:
  - Google Core Updates: These updates affect how Google ranks websites. If a core update negatively impacts your site, you might need to revisit your SEO strategy to address the changes.
  - Other Updates: Besides core updates, Google releases updates related to helpful content, spam, and specific algorithms that could impact your site’s performance.
- Adjusting Strategies:
  - Proactive Monitoring: Regularly review SEO performance to identify the impact of updates. Adapt your strategies based on these insights and communicate any changes to your consultant.
  - Continuous Improvement: SEO is an ongoing process. Be prepared to refine your strategies as new updates or insights emerge.
1. Patience and Realistic Timelines:
- Project Timelines:
  - Initial Phases: Early phases might include site audits, keyword research, and strategy development. These activities set the groundwork for long-term SEO success.
  - Intermediate Results: You might start seeing initial improvements in rankings and traffic within a few months, but substantial results often require consistent effort over 6-12 months.
- Avoiding Quick Fixes:
  - No Overnight Success: Be wary of agencies promising quick fixes or immediate results. Effective SEO requires time and ongoing effort.

The Importance of Search Industry Education

Proactive Learning:

Educational Resources:
- Blogs and News Sites: Follow reputable sources such as Search Engine Journal, Moz Blog, and Neil Patel’s blog for the latest SEO news and insights.
- Industry Experts: Engage with thought leaders like Rand Fishkin, Barry Schwartz, and Ann Smarty for valuable perspectives on SEO trends and best practices.
Training and Webinars:
- Online Courses: Platforms like Coursera, Udemy, and LinkedIn Learning offer courses on SEO fundamentals and advanced strategies.
- Webinars and Conferences: Participate in industry webinars and conferences to stay updated on the latest SEO developments and network with other professionals.

Knowledge Transfer from Consultants:

Training Sessions:
- Introductory Workshops: Many SEO agencies offer workshops or training sessions to educate clients on SEO basics and best practices.
- Customized Training: Agencies may provide tailored training based on your specific needs and goals, ensuring relevant and actionable insights.
Ongoing Education:
- Regular Updates: Agencies should keep clients informed about industry changes and how these might affect their SEO strategy.

Interactive Learning: Encourage interactive learning opportunities where clients can ask questions and engage with the material.

Building Trust with SEO Experts

Recognizing Expertise:

Consultant Qualifications:
- Certifications: Check if your SEO consultant holds certifications from reputable organizations like Google or HubSpot.
- Experience: Evaluate their track record, case studies, and client testimonials to gauge their expertise and effectiveness.
Understanding SEO:
- Strategic Recommendations: Trust your consultant’s recommendations based on their experience and understanding of search engine algorithms.

Overcoming Challenges:

Embracing New Ideas:
- Innovative Strategies: Be open to new SEO tactics and strategies, even if they seem unconventional. Innovation can lead to significant improvements in performance.
- Adaptability: Be willing to adjust your approach based on your consultant’s insights and recommendations.
Managing Discomfort:
- Transparent Communication: Discuss any concerns or discomfort with your consultant. Open dialogue helps address issues and build trust.

Avoiding Pitfalls:

Identifying Reliable Experts:
- Due Diligence: Research and verify the credentials of SEO consultants or agencies before partnering with them.
- Avoiding Black Hat Practices: Be aware of unethical SEO practices, such as keyword stuffing or link schemes, which can harm your site’s reputation and rankings.

Enhancing Your Relationship with Your SEO Consultant

Understanding Roles and Responsibilities:

Consultant Responsibilities:
- Optimization Tasks: Consultants are responsible for implementing SEO tactics, monitoring performance, and adjusting strategies based on results.
- Reporting: They should provide regular reports detailing progress, insights, and recommendations.
Client Involvement:
- Providing Access: Ensure your consultant has the necessary access to tools and data, such as Google Analytics and Search Console.
- Feedback and Collaboration: Actively participate in strategy discussions and provide feedback to ensure alignment with your business goals.

Effective Communication:

Regular Updates:
- Status Meetings: Schedule regular meetings or calls to discuss progress, review reports, and address any questions or concerns.
- Clear Documentation: Maintain clear and detailed documentation of all communication, strategies, and decisions.
Feedback Loop:
- Constructive Feedback: Provide specific feedback on the consultant’s work and be open to receiving feedback on your contributions.
- Addressing Issues: Address any issues or misunderstandings promptly to avoid potential conflicts.

Setting Clear Goals:

Defining Success:
- SMART Goals: Set Specific, Measurable, Achievable, Relevant, and Time-bound goals for your SEO project.
- KPIs: Identify key performance indicators (KPIs) that align with your business objectives, such as organic traffic growth, conversion rates, or keyword rankings.
Tracking Progress:
- Regular Reviews: Review progress against your goals and KPIs regularly to ensure you’re on track.

Adjusting Goals: Be prepared to adjust goals based on performance data and changing business priorities.

Collaborative Strategy Development:

Joint Planning:
- Strategy Sessions: Work with your consultant to develop a customized SEO strategy that aligns with your business goals and target audience.
- Feedback and Input: Provide input and feedback on the proposed strategy to ensure it meets your needs and expectations.
Implementation:
- Coordinated Efforts: Collaborate on implementing the strategy, including content development, technical improvements, and link building.

Regular Progress Reviews:

Performance Analysis:
- Detailed Reports: Review detailed performance reports provided by your consultant to understand the impact of their work.
- Insightful Discussions: Discuss insights, successes, and areas for improvement during regular review meetings.
Adjustments:
- Strategy Tweaks: Make necessary adjustments to your SEO strategy based on performance data and evolving industry trends.

Maximizing Your Partnership:

Active Participation:
- Engagement: Engage actively in the SEO process by staying informed, asking questions, and participating in discussions.
- Commitment: Show commitment to the project by following through on agreed actions and maintaining open communication.
Respecting Expertise:
- Trusting Recommendations: Trust your consultant’s expertise and recommendations, and be open to new ideas and approaches.
- Avoiding Micromanagement: Allow your consultant the space to execute their strategies without micromanaging.

By focusing on these detailed aspects, you can build a strong and productive relationship with your SEO consultant, leading to better project outcomes and a more effective SEO strategy for your business.