What Does an SEO Consultant Do?

Search engine optimization involves the creation of content in a fashion that boosts the potential of search engines indexing a particular website.  Search engine optimization (SEO) services fit in a couple of categories. SEO firms provide services that help website owners generate content that is worthy of ranking high by search engines. This causes websites to appear higher in the search results of search engines.  

The primary goal is to position the website as an authority site that provides informative content to interested visitors.  Here we will discuss the specific job functions of SEO consultants and how their services can help your website index higher on search engines.

On-Page SEO

On-page SEO is precisely as it sounds. This SEO service entails optimization efforts that take place on your website. This includes content marketing, keywords, internal linking, title/description tags, broken links and redirects, and more.  Basically, SEO consultant companies will conduct an initial review of your website to identify errors that need to be addressed. The errors are often only detected by the utilization of SEO tools since they are hidden and unable to be picked up without knowing what to look out for.  

An excellent example of this is an SEO expert detecting that a webpage has an improper canonical link set.  When a website has changed for HTTP to HTTPS, the website owner may fail to update the canonical link to HTTPS. If this isn’t done, search engines will still index the former version (HTTP).

Some website owners may believe that they already have their SEO on-page SEO done correctly, only to find out that their visitors are not converting due to visitors getting confused and misdirected.  These metrics can be assessed by SEO consultants by the use of tools like Google Search Console and Google Analytics to diagnose the issue and offer advice on possible remedies.

Off-Page SEO

Any SEO efforts that take place off the client’s website fit under this category. Much of the off-page work involves the websites link profile.  An SEO consultant will conduct an analysis and review of the website’s link profile to determine what improvements can be made. Google still favors links, and they play a significant role in the algorithm to determine the viability of your website as an authority.

An SEO consultant looks for the following when analyzing the link profile of a webpage:

  • Amount of referring domains
  • Amount of backlinks
  • Amount of DoFollow and NoFollow links
  • Profile of the anchor text
  • Where links are coming
  • Relevancy of incoming links
  • Toxic and spammy links
  • Areas in need of improvement based on competitor links

SEO consultants evaluate every one of these factors to determine what is working and what needs improvement.  


If you are looking for search engine generated traffic, good SEO is a must. If you want the absolute best results, you don’t want to leave anything to chance. If you are at all unsure if your SEO efforts are working, then you may want to seek out the services of an SEO consultant.  

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