How to Hire an SEO Consultant in 2024: A No-BS Guide For Coaches

Wondering how to hire an SEO consultant? In 2024, finding the right SEO partner can mean the difference between attracting high-quality leads and struggling to get noticed online.

I’ve spent over a decade in digital marketing, and I’ll tell you this: for service providers, coaches, and consultants, SEO isn’t just a nice-to-have – it’s critical for long-term growth.

In this guide, I’ll show you how to:

• Find an SEO consultant who’ll actually boost your business bottom line
• Set goals that matter (hint: it’s not just about traffic numbers)
• Avoid wasting money on outdated or ineffective tactics
• Budget realistically to achieve transformational SEO results that grow your business

SEO can bring incredible results, but (sadly) there’s a lot of BS in the industry. It’s got its fair share of scammers and so-called ‘experts’ selling ineffective tactics that will waste your money if you let them.

My goal with this guide is to arm you with all the tools you need to make an informed choice and have a great experience with SEO.

Why SEO Matters for Coaches and Consultants

SEO isn’t just for e-commerce or big corporations. It’s a powerful tool for coaches, consultants, and expertise-led businesses too. Here’s why.

Your ideal clients are online right now, typing their problems into Google. With good SEO, your content becomes the answer they find.

Showing up when someone’s searching for help with leadership skills, financial planning, or your specialty is valuable. That’s what SEO can do for your business.

By creating content that addresses your ideal clients’ issues, you’re not just getting traffic – you’re building trust.

When a potential client reads your blog post about fixing a problem they have, you’re already showing your expertise and authority.

Once they reach out, they’re far more likely to become a client than if they found you via other marketing methods such as social media or paid ads.

Here’s what matters: SEO isn’t about getting more visitors to your site. It’s about getting the right visitors. By focusing on content that targets problem-based keywords, you’re attracting people who actually want your services. These are people ready to take action.

Think of SEO content as marketing that works non-stop. While you’re busy serving clients, your website is out there, attracting and informing potential clients. It’s like having salespeople that work for you all the time.

Everyone says they’re an expert, but good SEO helps you prove it. By appearing in search results for your expertise, you’re building authority in your field.

SEO isn’t just about rankings – it’s about connecting with the right people when they need you. For service providers, that’s very valuable.

But remember: it takes the right approach to make it work. That’s why hiring a good SEO expert is important. Let’s talk about how to do that.

How to hire an SEO consultant: an 11-step no-BS guide

Step 1. Define your business goals with SEO

Before you even think about hiring an SEO consultant, you must get clear on what you want to achieve. Vague goals like “improve my rankings” or “get more traffic” won’t usually cut it.

Here’s how to set clear, actionable SEO goals.

1. Start with business objectives

What do you really want for your business? More clients? Higher-quality leads? To sell more of a specific service? Your SEO goals should directly support these broader business aims.

2. Be specific and measurable

Instead of “more traffic,” think along these lines:

• “Increase qualified leads from organic search by 25% in 6 months”
• “Generate 10 new coaching client inquiries per month from SEO”
• “Boost online course sign-ups from search traffic by 50% this year”

3. Focus on quality rather than quantity

For service providers, it’s not about getting tons of random visitors from anywhere. Instead, you want the right people finding you.

Consider goals like these:

• “Increase the percentage of website visitors who book a consultation call”
• “Reduce bounce rate on key service pages by improving relevance to search queries”

4. Think long-term

SEO isn’t a quick fix, so you should set both short-term and long-term goals.

For example:

• 3 months: Improve on-page SEO for top 5 service pages
• 6 months: Rank on page 1 for 3 key problem-based search terms
• 12 months: Double organic search traffic from ideal client demographics

5. Align SEO with your client acquisition funnel

For coaches, consultants, and service providers, the primary goal of SEO efforts is to support your client acquisition process.

Here’s how to think about it:

• Awareness stage: Create content that addresses common problems your ideal clients face. This could be blog posts, videos, or podcasts that answer questions they’re likely to search for. Example: “How to overcome imposter syndrome in leadership roles”
• Consideration stage: Develop content that showcases your expertise and methodology. This is where you can start introducing your specific approach or services. Example: “5 coaching techniques for boosting team productivity”
• Decision stage: Optimize pages that drive direct action – booking a call or downloading a lead magnet. Example: “Book a free 30-minute leadership coaching consultation”

Your main goals as a service provider are typically to:

1. Encourage visitors to download a lead magnet and join your email list
2. Get potential clients to book a discovery call (typically free of charge
3. Drive sales of a low-ticket digital product that represents the logical next step in solving the reader’s problem

A skilled SEO should be able to develop strategies that support each of these objectives, creating a cohesive approach that moves potential clients through your sales funnel effectively – from blog post to conversion point.

By setting clear, business-focused SEO goals, you’ll be able to:

1. Communicate your needs effectively to potential SEO partners
2. Measure the real impact of SEO on your business
3. Make informed decisions about your SEO investment

Your SEO partner should be able to take these goals and translate them into a solid strategy. If they can’t explain how their work will contribute to your specific objectives, keep looking.

Your business goals will guide your entire SEO journey – so make sure they’re pointing in the right direction.

Step 2: Tighten up target audience and offer

Before starting SEO work, make sure you’ve got your fundamentals sorted. There’s no point in driving traffic if you’re not ready to convert it.

Here’s what you need to nail down:

1. Define your ideal client:
• Who are you trying to reach?
• What are their pain points and desires?
• Where are they in their journey?

2. Refine your offer:
• What specific problems do you solve?
• How does your service stand out?
• Is your pricing strategy clear and justified?

3. Create your unique value proposition:
• Why should clients choose you over competitors?
• What unique experience or approach do you bring?

4. Set up a clear client journey:
• Is your website ready to guide visitors?
• Do you have compelling lead magnets?
• Is your discovery call process smooth?

5. Prepare a follow-up system:
• How will you nurture leads that aren’t ready to buy?
• Is your email marketing strategy in place?

SEO can drive qualified leads to your door, but it’s your job to convert them. If your target audience is fuzzy, your services are unclear, or your follow-up is weak, you’ll waste the traffic your SEO consultant brings in.

Step 3: Know the differences between technical SEO and content SEO

When you’re hiring an SEO consultant, it’s key to understand that SEO isn’t a one-size-fits-all solution.

There are two main branches of SEO: technical and content. While both are important, one is likely to be more valuable for your service-based business.

Technical SEO focuses on the backend of your website. It’s all about making sure your site is structured in a way that search engines can easily crawl and understand.

This includes things like improving site speed, fixing broken links, optimizing for mobile, and ensuring your site architecture makes sense. While these elements are important, they’re often not the main driver of results for service providers.

Content SEO (also called ‘on-page SEO’) is where the true magic happens for coaches, consultants, and other service-based businesses.

This is about creating valuable, targeted content that answers your potential clients’ questions and solves their problems.

You need blog posts and sales pages that not only rank well in search engines but also connect with your audience on a deeper level.

For most service providers, content SEO should be the star of the show. Why? Because your potential clients are out there right now, typing their problems into Google.

They’re looking for solutions, advice, and expertise – exactly what you offer. By creating content that addresses these needs, you’re not just improving your search rankings; you’re positioning yourself as the go-to expert in your field.

That’s not to say technical SEO isn’t important. A slow, poorly structured website can definitely hold you back.

But for most service providers, once the basic technical elements are in place, it’s the content that will drive warm leads to your door.

So when you’re evaluating SEO consultants, pay close attention to how they balance these two aspects. And be wary of those who focus solely on technical fixes without a solid plan for creating problem-solving content.

The right consultant for you will understand that while a technically sound website is necessary, it’s the content that will truly set you apart and attract your ideal clients.

Your main goal isn’t just to rank higher in search results – it’s to connect with potential clients and guide them towards booking that discovery call or downloading your lead magnet. A content-focused SEO strategy, built on a foundation of solid technical SEO, is your best bet for achieving this.

Step 4: Recognize the red flags

When you’re in the market to invest in SEO, it’s not just about finding the right fit – it’s also about avoiding the wrong ones.

Here are some major red flags that should get you running for the hills.

Obsession with traffic numbers
If an SEO consultant can’t stop talking about how they’ll “skyrocket your traffic”, be wary. For service providers, it’s not about getting thousands of random visitors – it’s about attracting the right visitors.

A good SEO consultant should focus on metrics that actually matter to your business, like leads generated or discovery calls booked.

Promises of quick results
Anyone promising to get you to the top of Google in a matter of weeks is either outright lying or using tactics that could harm your site in the long run. Good SEO takes time, and a reputable expert will be upfront with you about this.

Selling cheap backlinks
If an SEO “expert” tries to sell you hundreds of backlinks for a suspiciously low price, run. Fast.

These will be low-quality, spammy links that can get your site penalized by Google. When it comes to backlinks, quality and relevance trumps quantity every time.

Excessive focus on technical fixes
While technical SEO is important, be cautious of consultants who present you with a long list of technical “problems” that need fixing.

That’s especially the case if your site is relatively new or built on a reputable platform like WordPress or Squarespace. Often, these “fixes” have minimal impact on your actual rankings or, more importantly, your bottom line.

Lack of interest in your business
A good SEO consultant should be genuinely interested in understanding your business, your clients, and your goals.

If they’re not asking questions about your services or target audience, they’re not going to be able to create a strategy that truly works for you.

One-size-fits-all approach
Every business is unique, and your SEO strategy should reflect that.

Be wary of experts who offer the same cookie-cutter approach to every client. Your strategy as a coach or consultant will look very different from an e-commerce site or a local plumbing business.

Inability to explain their process
If an SEO consultant can’t explain what they’re doing in terms you can understand, that’s a problem.

You don’t need to know every technical detail, but you should have a clear idea of their overall strategy and how it ties to your business goals.

A good SEO consultant for service providers should be focused on creating valuable content, attracting the right kind of traffic, and converting that traffic into leads and clients.

They should show examples of how they’ve helped businesses similar to yours, and they should be transparent about their methods and timeline for results.

Step 5: Find a consultant who prioritizes business growth

The right SEO consultant will start by asking you questions – lots of them.

They’ll want to know about your services, your ideal clients, your business model, and your goals. If someone jumps straight into talking about keywords and backlinks without showing interest in your business, beware!

Remember, traffic is vanity; conversions are sanity.

A good SEO consultant for service providers understands this. They should be more interested in how many discovery calls you’re booking or how many lead magnets you’re giving away than in raw traffic numbers.

They should ask about your current conversion rates and discuss strategies to improve them alongside increasing targeted traffic.

When searching for an SEO consultant, prioritize those who specialize in working with service providers, coaches, or consultants. This specialization is far more important than finding someone with niche-specific knowledge of your exact field.

Here’s why:

An SEO consultant who understands the service provider business model will grasp the unique challenges and opportunities you face.

They’ll know that your goal isn’t just to drive traffic, but to attract high-quality leads who are likely to book discovery calls or purchase your services.

This understanding is more valuable than someone who knows the ins and outs of, say, life coaching vs. business coaching but doesn’t get how service-based businesses operate online.

Also, look for a consultant who wants to understand your entire client acquisition process.

They should be interested in how you nurture leads, what your email sequences look like, and how you guide potential clients towards booking your services. This holistic view allows them to align their SEO strategy with your overall business goals.

Every service-based business is unique, and the right expert will propose strategies tailored to your specific needs, not a one-size-fits-all approach.

They might suggest creating in-depth content around your area of expertise, optimizing your service pages for conversion, or improving your local SEO if you serve a specific geographic area.

A good consultant will talk about building your authority in your niche over time. They’ll discuss creating evergreen content that continues to attract and convert leads months and years down the line.

The right consultant won’t just do the work for you; they’ll help you understand what they’re doing and why. They’ll explain their strategies in terms you can understand and relate them back to your business goals.

When it comes to reporting, look for a consultant who focuses on the metrics that directly impact your bottom line.

They should be able to show you not just how your traffic has increased, but how that increase has led to more leads, more discovery calls, and ultimately, more clients.

Step 6: Understand limitations for your website platform and niche

SEO isn’t a magic wand, and its effectiveness can vary depending on your specific platform and niche.

Here’s what you need to know:

Platform limitations
If you’re using a website builder like Squarespace, Wix, or even WordPress with certain themes, you might face some SEO limitations.

For instance, some platforms restrict your ability to modify certain technical aspects of your site. A good SEO consultant should be familiar with your platform and know how to work within its constraints.

For example, on Squarespace, you might have less control over your URL structure or site architecture. An experienced SEO should know workarounds or alternative strategies to optimize your site within these limitations.

Niche competitiveness
Some niches are incredibly competitive in search results. If you’re a life coach in New York City, for instance, you’re up against thousands of others vying for the same keywords.

An honest SEO consultant will be upfront about the level of competition and set realistic expectations for what can be achieved.

In highly competitive niches, your SEO strategy might need to focus more on long-tail keywords or local SEO tactics. Your consultant should explain these strategies and why they’re appropriate for your situation.

Content limitations
Certain niches or services might have limitations on the type of content you can produce. For example, if you’re a therapist, client confidentiality might restrict your ability to share detailed case studies.

A good SEO expert will understand these constraints and find creative ways to still produce valuable content within ethical and legal boundaries.

Algorithm updates
Search engine algorithms are constantly evolving, and sometimes these changes can disproportionately affect certain niches or types of content.

A knowledgeable SEO consultant will stay on top of these changes and explain how they might impact your specific situation.

Local vs. global reach
If you’re a local service provider, like a business coach who only works with clients in your city, your SEO strategy will look very different from someone offering online coaching worldwide.

Your SEO consultant should understand the difference and tailor their approach accordingly.

Conversion challenges
Some niches might face unique challenges in converting traffic to leads or clients.

For instance, if you offer a high-ticket consulting service, your conversion process might be longer and more complex than for a lower-priced offering.

Your SEO expert should understand these nuances and focus on attracting quality leads rather than just high traffic numbers.

Step 7: Evaluate the consultant’s online presence

Before you hire an SEO consultant, turn the tables and become the investigator. Your first stop? Their own website.

After all, if they can’t effectively optimize their own online presence, it’s fair to question how they’ll handle yours.

Once you land on their site, put on your user hat. Is the site easy to navigate? Does it load quickly? How does it look on your phone? These factors all play into SEO, and a good consultant should have them nailed down.

Next, check out their content. Are their blog posts informative and genuinely helpful? Do they address questions you’ve been wondering about?

High-quality, problem-solving content is the bread and butter of SEO for service providers. If their content resonates with you, it’s a good sign that they understand how to create content that connects.

Also, look for signs that they’re respected in their field. Testimonials from happy clients, features in industry publications such as Moz or Hubspot, or links from other reputable sites all indicate that they’re walking the talk.

Pay attention to how they present their services. Is it clear what they offer and who they serve? If they specialize in SEO for service providers or coaches, this should be front and center. Vague or confusing service descriptions might hint at broader communication issues.

Notice how they guide you towards taking action. Is it easy to book a consultation or download a lead magnet? These elements are crucial for converting traffic into leads – a key skill they should help you with.

Lastly, look for concrete results. Case studies or success stories that include specific achievements for clients in industries similar to yours can be incredibly telling.

While a strong online presence is important, it’s not the only factor. Some brilliant SEOs might be too swamped with client work to perfectly optimize their own sites.

But at a minimum, their website should demonstrate a solid grasp of SEO principles and effective online marketing for service providers.

Step 8: Dig into case studies and real results

Case studies and previous client results can tell you a lot about what an expert can actually deliver.

But here’s the kicker: you need to look beyond vanity metrics and focus on what really matters. Ask potential SEO consultants for case studies or client success stories. A good consultant should have these set up and ready to go.

Now, here’s where many people go wrong: they get dazzled by big traffic numbers.

Sure, a consultant might talk about doubling a client’s website traffic, but for service providers like you, that’s not the whole story. You’re not in the business of accumulating page views – you’re after clients and revenue.

So, what should you look for in these case studies? Dollar figures. Real, tangible business results.

Here are some examples of meaningful metrics:

• “Increased monthly recurring revenue by 30% within 6 months”
• “Generated an additional $50,000 in coaching contracts over a year”
• “Boosted discovery call bookings from 5 per month to 20 per month”
• “Grew email list by 5,000 qualified leads, resulting in $30,000 in course sales”

These results translate directly into business growth. They show that the SEO consultant understands the end goal isn’t just traffic, but actual clients and income.

Don’t be shy about asking for specifics. Ask the consultant to walk you through one of their previous projects for a past client similar to you.

How long did it take to achieve these results? What was the client’s situation before they started working with the expert? What specific strategies did they employ?

Look for case studies that resemble your situation. If you’re a life coach, a case study about an e-commerce site might not be as relevant. A consultant who has worked with businesses similar to yours is more likely to understand your unique challenges and opportunities.

A good case study isn’t just about the numbers. It should tell a story – about the client’s initial challenges, the strategies implemented, obstacles overcome, and the final results. This narrative can give you deep insight into how the consultant approaches problems and adapts their strategies to fit.

Step 9: Set your budget and know what you’re paying for

The old adage “you get what you pay for” couldn’t be more true when it comes to SEO.

Figuring out your SEO budget ahead of time is key, but it’s equally important to understand what that budget is buying you.

Let’s break this down.

First things first: be wary of cheap SEO services. Those $99/month packages might seem tempting, but they’re almost always too good to be true.

Quality SEO takes time, expertise, and effort – all of which come at a cost. Cheap SEO often relies on outdated, spammy, potentially harmful tactics that could end up hurting your site in the long run.

So, what should you expect to pay? For service providers, coaches, and consultants, a realistic starting point might be anywhere from $1,000 to $5,000 per month, depending on the scope of work and the consultant’s level of experience.

That might seem like a lot, but remember: good SEO is an investment in your business’s long-term growth.

Now, here’s an important question many forget to ask: Does the quoted price include content creation? Content is the lifeblood of SEO for service providers, so this is a big deal.

Some SEO specialists will provide detailed content briefs for you to write (or for your team to write), while others include professional content writing in their services.

If content writing isn’t included, factor in additional costs. Quality, optimized content for service providers often runs anywhere from $300 to $1,000 per article, depending on length, complexity, and the writer’s expertise.

Alternatively, you can write it yourself or hire an external freelancer to handle it, but then it becomes a question of time and potential issues of quality.

When discussing budgets with potential SEO consultants, ask for a breakdown of what’s included. Here are some questions to consider:

1. What specific deliverables can you expect?
2. Is content writing included? If so, how many pieces per month?
3. If content writing isn’t included, do they provide detailed briefs?
4. Do they handle technical SEO, or is that an additional cost?
5. Is there a minimum contract length?

Remember, the goal isn’t to find the cheapest option – it’s to find the best value for your business.

A higher upfront investment in quality SEO can pay dividends in the long run through increased visibility, more leads, and ultimately, more clients.

Also, consider the potential return on investment. If an SEO consultant charges $2,000 a month but can help you land even one or two new high-ticket clients, that investment could pay for itself many times over.

Lastly, be clear about your budget constraints from the start.

A good SEO consultant should be able to work with you to prioritize the most impactful activities within your budget. They might suggest starting with a smaller scope and scaling up as you begin to see results.

Effective SEO is about playing the long game. It’s not a quick fix, but rather a sustained effort to improve your online presence and attract your ideal clients.

Step 10: Opt for Flexibility with the ‘Sprints’ Model

When it comes to SEO contracts, longer isn’t always better. In fact, for many service providers, coaches, and consultants, a more flexible ‘sprints’ model can be the way to go. Here’s why.

Traditional SEO often involves lengthy contracts, sometimes locking you in for 6-12 months or more.

While consistency in SEO is important, these long-term commitments can be risky. What if the strategy isn’t working? What if your business needs change?

You could be stuck paying for services that aren’t delivering the results you need.

The ‘sprints’ model breaks SEO work into shorter, intensive periods – such as 3-6 months.

This approach offers several advantages:

1. Flexibility: You can adjust your strategy more quickly based on what’s working.
2. Lower risk: You’re not locked into a long-term financial commitment.
3. Focused effort: The expert concentrates on high-impact tasks in a shorter timeframe.
4. Quicker results: Intensive work can often yield faster initial improvements.

Here’s a key concept in SEO – the sooner you start, the better. And this is especially true for content creation.

Here’s why frontloading your SEO efforts can be so effective:

1. Longer runway to rank: Search engines take time to index and rank new content. The sooner you publish quality content, the more time it has to climb the rankings and start bringing in traffic.
2. Compound effects: As your content library grows, your site’s overall authority increases. This can help all your pages rank better over time.
3. More data, faster: By creating a substantial amount of content early, you quickly gather data on what resonates with your audience and search engines. This informs your ongoing strategy.
4. Faster path to authority: Publishing a significant amount of high-quality, problem-solving content quickly positions you as an authority in your niche.

A typical SEO sprint might look like this:

• Month 1: Intensive technical SEO audit and fixes, keyword research, and content strategy development.
• Month 2-3: Rapid content creation: maybe 8-12 high-quality, SEO-optimized blog posts or service pages.
• Month 4: Analysis of initial results, strategy refinement, and planning for the next sprint.

This approach allows you to make a significant impact quickly, then assess and adjust before committing to more work.

Sprints are intensive, but SEO is still a long-term game. The idea is to frontload the heavy lifting, then maintain and refine your efforts over time. You might follow your initial sprint with periodic check-ins or smaller ongoing projects.

Your goal should be to create a solid foundation of optimized, valuable content that will continue working for you long after the initial sprint is over. By focusing your efforts upfront, you’re setting yourself up for sustained SEO success without the risk and inflexibility of a long-term contract.

When hiring an SEO consultant, look for someone who understands this approach and can tailor their services to fit this more agile, results-focused model. It’s about making a big impact quickly, then building on that success over time.

Step 11: Understand how results are measured

SEO is as much an art as it is a science, and its inherently unpredictable nature means that absolute guarantees are often more marketing spin than reality. So tread with care with anyone offering ironclad guarantees.

A good SEO specialist should focus on metrics that actually matter to your business.

For service providers, coaches, and consultants, these might include:

• Number of qualified leads generated
• Increase in discovery call bookings
• Growth in email list subscribers
• Improvements in conversion rates
• Increase in organic traffic for specific, high-intent keywords
• Revenue generated from organic search traffic

Notice that none of these are vanity metrics like raw traffic numbers or generic keyword rankings.

The focus should always be on results that impact your bottom line.

Ask potential SEO partners about their reporting process. How often will you receive reports? What tools do they use to track progress? A transparent expert should be able to explain their methodology clearly.

They should also be able to set realistic expectations. SEO results take time – often 3-6 months before you start seeing significant changes.

Now, let’s talk about why you should be skeptical of iron-clad guarantees in SEO.

1. Search engines are constantly changing: Google updates its algorithm hundreds of times a year. What works today might not work tomorrow.
2. Competition isn’t static: Your competitors are also trying to improve their SEO. Their actions can impact your results.
3. External factors: Things like seasonality, market trends, or even global events can affect search behavior and your SEO results.
4. Quality over quantity: Guaranteeing a specific increase in traffic is meaningless if it’s not the right traffic. Quality leads are more valuable than sheer numbers.

Be especially wary of guarantees like:

• “We’ll get you to #1 on Google for your chosen keyword”
• “We guarantee to double your traffic in 30 days”
• “We promise X number of backlinks per month”

These types of guarantees often lead to short-term tactics that can harm your site in the long run.

Rather than guarantees, look for an SEO specialist who:

1. Sets realistic expectations based on your current situation and goals
2. Focuses on sustainable, white-hat SEO practices
3. Is transparent about their processes and potential challenges
4. Emphasizes improving your overall online presence, not just rankings
5. Adapts their strategy based on ongoing results and changes in the SEO landscape

The right SEO specialist will strike a balance between confidence in their abilities and honesty about the inherently unpredictable nature of SEO. They should be able to show you past successes but also explain that each case is unique.

The primary goal of SEO is to grow your service business. Look for a consultant who understands this and measures success in terms of real business outcomes. They should be a partner in your growth, not just a vendor promising magical results.

Next steps: Hiring an SEO consultant

You’ve now got a comprehensive roadmap for hiring the right SEO consultant for your service-based business.

From understanding your goals to recognizing red flags, you’re equipped to make an informed decision that could significantly impact your business growth.

But let’s face it – even with all this knowledge, finding the perfect SEO partner can feel overwhelming. That’s where I come in.

As an SEO specialist who helps coaches, consultants, and service providers, I understand the unique challenges you face. I’ve helped numerous businesses like yours attract their ideal clients through strategic, content-focused SEO.

Why not put this guide into action? I’m offering a free, no-obligation discovery call where we can:

• Discuss your specific SEO goals
• Identify your biggest online visibility challenges
• Explore how SEO can drive real results for your expertise-led business

There’s no pressure – just a chance to see if we’re a good fit to work together.

Ready to take the next step in your SEO journey? Let’s talk about how we can use SEO to attract your ideal clients and grow your business.