By Maile Ohye, Developer Programs Tech Lead, Google
In most cases, SEO’s need four months to a year to help your business first implement improvements and then see potential benefit.
Request that corroborate their recommendation with a document statement from Google, either in a help center article, video or Google response in a form that supports BOTH:
- The SEO’s description of the issue that needs to be improved to help with ranking
- The approach they prescribe to accomplishing this task
For local business owners, you can do the initial work yourself!
General SEO hiring process
- Conduct a 2-way interview with your potential SEO. Check that they seem genuinely interested in you and your business.
- Check their references.
- Ask for (and you’ll probably have to pay for) a technical and search audit.
- Decide if you want to hire.
Step 1: Conduct a 2 way interview
- What makes your business content, and/or service unique and therefore valuable to customers?
- What does your common customer look like? 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)?
The SEO should prioritize improvements with a structure like:
- The issue
- The suggested improvements
- An estimate on the overall investment
- Estimated positive business impact
Plan of how to iterate and improve on the implementation or how to experiment and fail fast dhould results not meet expectations
Review your site for issues related to:
- Internal linking
- URL parameters
- Server connectivity
- Response codes
Break down your search queries into categories
Unbranded/general keyword improvements
- Update obsolete content
- Improve internal linking
- Generate buzz
- Learn from the competition