Skills To Look For When Hiring An SEO Consultant In 2025
5 minutes
25 February 2025
With 68% of online experiences starting with a search engine, your business’s visibility on Google isn’t just important, it’s essential. But getting to the top (and staying there) takes more than just basic SEO knowledge. You need an expert who understands search intent, technical optimisations, and Google’s ever-changing algorithm. That’s where an experienced SEO consultant comes in.
However, not all SEO professionals bring the same level of expertise. Before diving into the skills to look for, it’s essential to understand what an SEO consultant is and what they do so you know exactly what to expect before hiring.
Below, we cover:
What is an SEO consultant?
Unlike general Digital Marketers, an SEO consultant focuses on driving revenue specifically through organic channels. Their primary role is to optimise websites to rank higher in search results, boost organic traffic, and ensure the right people land on your website.
Think of them as your website’s GPS – guiding it through the ever-changing Google algorithm to ensure it reaches the right destination, i.e., your target audience.
What do SEO consultants do?
A good SEO consultant ensures your website gets found, ranks higher, and actually brings in customers – not just traffic that bounces in three seconds. They fix technical issues, optimise content, and build authority through smart link strategies.
With organic search driving 53% of all website traffic, SEO experts focus on more than just visibility. They ensure your business gets found by the right people at the right time by analysing search trends and refining content strategies. In a nutshell, their job is to turn searches into sales.
Let’s look at the key skills you should prioritise when hiring an SEO professional in 2025.
Skills to look for when hiring an SEO consultant in 2025
Technical SEO expertise
Even the best content will not rank if your site has technical issues. A great SEO consultant should know how to fix crawlability problems, speed up your website, and ensure that Google can actually index your pages.
With Google prioritising Core Web Vitals (page speed, interactivity, and visual stability), they should also know how to optimise these metrics for better rankings and user experience. Implementing structured data and schema markup is another critical aspect of what SEO consultants do, as it helps search engines understand content better and improve visibility in rich search results.
Strong keyword research & content strategy
Ranking isn’t just about stuffing keywords but also about understanding search intent. A skilled SEO consultant will know how to find the right keywords and create content that accurately answers what users are searching for.
A good consultant should be able to build an SEO content strategy that effectively targets both short-tail and long-tail keywords. With AI-generated content on the rise, it’s also essential to have someone who knows how to balance automation with human-driven SEO because the truth is that Google (and your audience) can tell when content feels robotic.
Hands-on experience with SEO tools
If your SEO consultant isn’t familiar with tools like Google Search Console, Ahrefs, SEMrush, or Screaming Frog, that’s a red flag. These tools are essential for tracking keyword rankings, analysing backlinks, and diagnosing technical SEO problems.
They should also know how to use automation for reporting and keyword tracking but not rely on it mindlessly. SEO is about strategy, not just software.
On-page SEO & content optimisation
Meta titles, descriptions, header tags - these small details make a big difference in click-through rates. A strong SEO consultant should know how to optimise every on-page element to boost rankings.
Internal linking is another underrated skill. A well-structured internal linking strategy helps search engines understand which pages matter most. Plus, it helps keep users on your site longer (which Google loves!).
Link-building & off-page SEO strategies
Backlinks remain one of the strongest ranking factors. A good SEO consultant knows how to build high-quality links that signal search engines that your content is trustworthy and authoritative.
However, not all backlinks are created equal, and poor link-building can do more harm than good. Given that 95% of pages have zero backlinks, earning quality links can be a game-changer (only when done strategically). An expert will focus on guest posting, digital PR, and earning links through valuable content instead of chasing quick wins. If their strategy involves buying links or using shady link farms, we suggest you run the other way.
Data analysis & performance tracking
SEO is not just about rankings; it’s about measurable revenue growth. A great SEO consultant will track keyword performance, analyse organic traffic trends, and measure conversions to ensure their strategy works.
They should also know how to run A/B tests to optimise page elements and improve user engagement. If they can’t explain how they measure success, they might just be throwing darts in the dark.
Adaptability & continuous learning
Google’s algorithm updates are constant, and SEO strategies that worked last year or even last month may be outdated today. For example, AI, voice search, and evolving user behaviours are some of the key factors shaping the future of SEO. The best SEO consultants stay ahead of these changes, test new strategies, and adapt to keep your site competitive.
SEO is a long game, and anyone promising “instant results” is either lying or doing something that will penalise your site. A real expert knows that sustainable growth always beats shortcuts.
Conclusion
Hiring the right SEO consultant in 2025 requires more than just checking for basic SEO knowledge. You need someone who understands search intent, adapts to algorithm changes, and aligns SEO with real business growth. Because, at the end of the day, rankings don’t pay the bills, conversions do.
At GrowthBuddy, we specialise in finding top-tier SEO talent who don’t just boost rankings but drive measurable results. Whether you need help improving your site’s visibility, optimising content, or building a long-term SEO strategy, we connect you with experts who know how to get the job done.
If you're interested in learning more about how GrowthBuddy can help you build your marketing team, feel free to contact us for a quick chat.