SEO, standing for “search engine optimization” or “search engine optimizer,” is a crucial decision for enhancing your website and saving time. However, it carries risks of potential harm to your site and reputation. It’s vital to weigh the benefits and the possible damage an irresponsible SEO might cause. Many SEO agencies and consultants offer valuable services, including:

• Site content and structure review
• Technical website development advice, such as hosting, redirects, error pages, and JavaScript use
• Content creation
• Management of online business development campaigns
• Keyword research
• SEO training
• Expertise in specific markets and geographies

It’s important to note that advertising with Google has no impact on your site’s search result ranking. Google does not accept payment for inclusion or ranking in search results, and appearing in organic search results is free. Google’s resources like Search Console, the Google Search Central blog, and forums offer extensive information on optimizing your site for organic search.

Starting with SEO For small local businesses, many SEO tasks can be handled in-house. Helpful resources include:

• Online presence building video series for businesses
• Search Essentials
• Information on Google’s crawling, indexing, and web serving
• The SEO starter guide, providing an overview of what an SEO will do for you. Understanding these techniques is beneficial, especially to identify non-recommended or discouraged practices.

Remember, seeing SEO results takes time, usually four months to a year after implementing changes.

If you still feel the need for professional assistance, read on about choosing an SEO.

Selecting an SEO The ideal time for hiring an SEO is early in the process, such as during a website redesign or launching a new site. This ensures a search engine-friendly design from the start. Even for existing sites, a skilled SEO can make significant improvements.

Commit to implementing the SEO’s suggestions. If you’re unable to dedicate the time for these changes, hiring a professional may not be worthwhile.

Interviewing an SEO Questions to ask include:

• Examples of previous work and success stories
• Compliance with Google Search Essentials
• Availability of complementary online marketing services
• Expected results and timelines, and success measurement methods
• Industry, country/city, and international site development experience
• Key SEO techniques used
• Business tenure
• Communication methods and transparency in site changes

Ensure the SEO takes an interest in your business, asking questions about its uniqueness, customer base, revenue generation, other advertising channels, and competitors.

Check references from the SEO’s past clients for service quality and results.

Consider requesting a technical and search audit for your site. This may be a paid service, requiring read-only access to your site on Search Console. The audit should offer realistic improvement estimates and the scope of work. Beware of guarantees for top search result placements.

Deciding to Hire Precautions While many SEOs offer beneficial services, some unethical practices have tarnished the industry’s reputation. These include aggressive marketing and unfair manipulation of search engine results. Such practices can lead to negative adjustments or removal from Google’s index.

Ensure your SEO’s recommendations are corroborated by trusted sources like the Search Console help page or Google Search Central blog.

Beware of scams like “shadow” domains and “doorway” pages, which can redirect traffic deceitfully and dilute link popularity. Avoid involvement in link schemes violating Google’s spam policies, which can significantly harm your site’s ranking.

If you suspect deceitful practices by an SEO, report them. In the U.S., the Federal Trade Commission (FTC) handles such complaints. Visit https://www.ftc.gov/, use the “File a Complaint Online” option, call 1-877-FTC-HELP, or write to the FTC.