How To Find An SEO Expert

If you run a business in the UK, you’ve probably heard of SEO. It stands for search engine optimisation. SEO is about helping people find your website on Google. Done well, it can bring you more customers without paying for adverts. It’s like word‑of‑mouth online, where people naturally find you because your website is useful and easy to understand.

But how do you know if you’re picking the right person to help? Some people know SEO well, but others just make big promises. It can be hard to tell who is genuine. Let’s go through what you need to know in simple steps, with real examples and tips.

Why SEO Matters For Small Businesses

For a local shop, online seller, or small start‑up, SEO can:

• Help people find you before they find a competitor.
• Save money on ads by bringing free traffic.
• Build trust – people often see the top results as the most reliable.
• Give small businesses a chance to compete with bigger brands.
• Keep bringing new visitors every day once the work is done.

Think of SEO like putting your shop in the busiest street in town – but without paying rent for the location.

Example: A small bakery in Bristol changed its website titles, added local keywords, and updated its Google listing. Within months, their online orders went up by 40%. Customers also left more positive reviews online, which gave the bakery even more visibility.

Another example: a plumber in Manchester added simple FAQs to his website about common plumbing problems. People found those answers in search and called him for help, boosting his business without spending money on ads.

What Does an SEO Expert Do?

A proper SEO expert does more than just add keywords. They might:

• Research what your customers actually type into Google.
• Fix technical problems like slow loading pages or broken links.
• Suggest or write helpful content that answers common questions.
• Get other trusted websites to link back to yours.
• Make sure your business shows up on local maps and listings.
• Track your progress so you can see what’s working and what isn’t.

The goal is simple: make your website helpful and easy to use. Search engines like Google prefer sites that help real people. If your site is simple, clear, and useful, it’s more likely to rank higher.

How To Spot a Good SEO Expert

Look for someone who:

• Explains things simply instead of hiding behind jargon.
• Shows real examples of their past work, without promising you’ll be “number one tomorrow”.
• Talks about your customers, not just search engines.
• Focuses on trust – experience, expertise, and reputation matter.
• Offers regular updates so you always know what’s happening.

Warning signs:

• Promises of “secret tricks” or fast rankings.
• Very cheap deals offering hundreds of backlinks.
• No clear reports or updates on progress.
• Using scare tactics like “you’ll disappear from Google without me”.

SEO, Online Marketing and E‑Commerce

SEO works best when it’s part of your full marketing plan:

• E‑commerce SEO: improving product pages, adding reviews, and clear descriptions.
• Local SEO: getting your business on maps, reviews, and local content.
• Marketing mix: SEO works alongside paid ads, social media, and email campaigns.
• Content marketing: blogs, videos, and guides that keep people coming back.
• Brand building: making sure your name is consistent across all platforms.

Example: An online clothes shop used SEO with email marketing. Each new product had a search‑friendly page, a blog post, and an email campaign. Together, this boosted sales and traffic. Another shop used short TikTok videos with links back to their optimised site, and they saw a big jump in younger customers visiting their pages.

The Rise of AI in SEO

Search is changing. You’ll hear new terms like:

• AI‑SEO: using AI to help with keyword research or writing drafts.
• GEO (Generative Engine Optimisation): getting seen in tools like ChatGPT.
• AEO (Answer Engine Optimisation): making content clear for voice assistants and AI results.
• ChatGPT SEO: making sure chatbots can use your content in answers.
• OmniSEO: being easy to find across Google, AI tools, and even social apps like TikTok.

AI tools can help by speeding up research and spotting patterns. But they can’t replace real experience and knowledge. For small businesses, the rule stays the same: use new tools if they help, but don’t forget that quality and trust matter most.

Example: A café in London asked an SEO expert to optimise their website so that when someone asked ChatGPT for “best coffee near me”, the café would show up in the generated list. This meant writing clear menus, reviews, and opening hours in a structured way.

Mistakes To Avoid

• Buying cheap SEO packages: these can harm your site.
• Ignoring local SEO: traffic from abroad won’t help a local plumber.
• Chasing big numbers: more traffic isn’t useful if it doesn’t lead to sales.
• Not asking for proof: always check reviews or past work.
• Believing instant promises: SEO takes time, not days.

How To Choose The Right SEO Expert

A simple checklist:

1. Ask for examples of work with other small businesses.
2. Check their approach – do they focus on long‑term growth?
3. Talk about content – real SEO means creating useful pages.
4. Expect clear reports – no hidden fees or vague updates.
5. Start small – try a one‑off project before signing a big contract.
6. See if they “get” your business – do they understand your market?
7. Compare quotes – don’t just pick the cheapest option.
8. Ask how they measure success – rankings, traffic, or actual sales?

DIY SEO vs Freelancer vs Agency

Tip: You don’t always need an agency. A freelancer or learning basics yourself may be enough at the start. Many small shops start with DIY SEO, then move to hiring help when they grow.

FAQs About SEO

Do I need a consultant or agency?
Freelancers are cheaper and more personal. Agencies bring more skills but cost more.

How much does SEO cost?
A one‑off check might be £300–£600. Ongoing work usually starts at £500+ per month. Larger projects, like big online stores, can cost £1,000 or more.

Can I do SEO myself?
Yes, you can learn basics like page titles and Google listings. But for harder jobs, it helps to hire an expert.

Will AI replace SEO experts?
AI tools are useful, but human knowledge and local insight are still needed. Think of AI as an assistant, not a replacement.

How long until I see results?
Often 3–6 months, longer if you’re in a busy market. Quick changes might show sooner, like fixing broken links or updating titles.

Is SEO a one‑time job?
No. Search rules change, so you need to keep updating.

How do I know if SEO is working?
Look for more visitors, better search rankings, and most importantly – more calls, messages, or sales.

Do reviews and ratings matter?
Yes, positive reviews on Google and other platforms can improve your local SEO.

Can I find an SEO specialist on Fiverr?
Yes – check out our review of Fiverr for more information, and things to look out for.