Running an ecommerce business is no walk in the park, especially when you're trying to stand out on search engines. With the right SEO expert, though, you can navigate these waters much more easily and effectively. But how do you find that perfect expert who will fit like a glove with your business needs?
This discussion will guide you through the process of identifying, evaluating, and ultimately hiring the right SEO expert to take your ecommerce business to the next level. We’ll cover everything from understanding what skills to look for, to asking the right questions during the interview process. Let’s get started!
The Basics of SEO for Ecommerce
Before jumping into the hiring process, it’s important to have a grasp of what SEO involves for ecommerce. SEO is all about improving your website so that it ranks higher in search engine results. For ecommerce, this means more visibility for your products and potentially more sales. Simple enough, right?
Well, not quite. SEO for ecommerce involves a mix of on-page techniques like optimizing product descriptions and images, as well as off-page strategies like building quality backlinks. It’s also about improving the user experience on your site, ensuring fast loading times, and making sure your site is mobile-friendly.
SEO experts should be familiar with these aspects and more. They need to know how to conduct keyword research specific to ecommerce, optimize product pages for search engines, and develop strategies that align with your business goals. Now that we’ve covered the basics, let’s move on to the skills and qualities you should look for in an SEO expert.
What Makes an SEO Expert Great?
Finding a great SEO expert is about looking beyond the resume. Sure, qualifications and experience matter, but you also want someone who can adapt to your business and bring fresh ideas to the table. Here are some qualities and skills to keep an eye out for:
- Technical SEO Skills: This goes without saying. They should understand the technical aspects of SEO like site architecture, mobile optimization, and page speed improvements.
- Analytical Thinking: SEO is data-driven. An expert should be comfortable using tools like Google Analytics to track performance and make data-backed decisions.
- Content Creation: While they don’t need to be an award-winning writer, they should understand the role of content in SEO and be able to guide content strategies effectively.
- Communication Skills: They need to explain complex concepts in simple terms and communicate effectively with your team.
- Up-to-Date Knowledge: SEO is always evolving. A good expert stays updated with the latest trends and algorithm changes.
These skills are just the starting point. You also want someone who aligns with your company culture and shares your vision for growth. Let’s explore how you can evaluate these qualities during the hiring process.
Crafting the Perfect Job Description
Before you can attract the right candidates, you need to put together a job description that clearly defines what you’re looking for. This is your chance to set expectations and weed out those who don’t fit the bill.
Start with a catchy job title. Instead of just “SEO Expert,” consider something like “Ecommerce SEO Wizard” or “SEO Specialist for Online Stores.” Make it clear that you’re looking for someone who specializes in ecommerce.
In the description, outline the responsibilities they’ll have, such as:
- Conducting keyword research specific to ecommerce products.
- Optimizing product pages and metadata for search engines.
- Developing and implementing link-building strategies.
- Using analytics tools to measure and report on SEO performance.
- Collaborating with the content team to improve on-page SEO.
Finally, list the qualifications and skills you’re looking for. Be specific about the level of experience required and any tools or software they should be familiar with. The more detailed your job description, the better your chances of attracting qualified candidates.
Where to Find SEO Experts
Now that you have your job description ready, it’s time to find some candidates. But where do you start looking? Here are a few places to consider:
- Job Boards: Websites like LinkedIn, Indeed, and Glassdoor are great for posting job listings and reaching a wide audience.
- Freelance Platforms: If you’re open to hiring freelancers, platforms like Upwork and Fiverr can connect you with SEO experts from around the world.
- Professional Networks: Consider reaching out to professional networks or industry groups in the ecommerce or digital marketing space.
- Referrals: Don’t underestimate the power of word-of-mouth. Ask your network if they know any talented SEO experts looking for new opportunities.
Each of these avenues has its pros and cons, so think about what works best for your business. Once you have a list of candidates, it’s time to narrow it down.
Evaluating Candidates: What to Look For
With a stack of resumes in hand, how do you decide who deserves an interview? Here are some steps to help you evaluate potential candidates:
1. Review Their Experience: Look for candidates with experience in ecommerce and a proven track record of improving search engine rankings. Don’t just focus on years of experience; consider the quality of their work as well.
2. Check Their Online Presence: An SEO expert should practice what they preach. Check their LinkedIn profile, blog, or personal website to see if they’re optimizing their own online presence.
3. Look for Industry Involvement: Are they active in the SEO community? Do they attend conferences or write articles on SEO topics? This can indicate a passion for their field and a commitment to staying updated on industry trends.
4. Assess Their Communication Skills: Pay attention to how they communicate in emails or initial phone calls. Clear communication is essential for collaboration.
These steps will help you identify the candidates who are worth bringing in for an interview. Speaking of interviews, let’s move on to the questions you should ask to get a better sense of their skills and fit.
Interviewing SEO Experts: Questions to Ask
The interview is your chance to dive deeper into a candidate’s skills and see if they’re a good fit for your team. Here are some questions to consider asking:
- Can you give an example of a successful SEO campaign you’ve worked on? This will help you gauge their experience and ability to achieve results.
- How do you approach keyword research for ecommerce? Look for a candidate who can articulate a clear process and understands the nuances of ecommerce SEO.
- What tools do you use for SEO, and why? This question will give you insight into their technical skills and familiarity with industry-standard tools.
- How do you stay updated with SEO trends and algorithm changes? A good candidate will have a strategy for keeping their knowledge current.
- How do you measure the success of your SEO efforts? You want someone who can track performance and make data-driven decisions.
Asking these questions will help you get a better sense of the candidate’s skills, experience, and fit for your company. But remember, interviews are a two-way street. Encourage candidates to ask questions too, as this can reveal how well they’ve researched your company and whether they’re truly interested in the role.
Making the Final Decision
Once you’ve conducted interviews, it’s time to make a decision. But how do you choose the right candidate? Here are some factors to consider:
1. Skills and Experience: Do they have the technical skills and experience you’re looking for? Have they demonstrated their ability to improve ecommerce SEO?
2. Cultural Fit: Are they a good fit for your company culture? Do they share your values and vision for growth?
3. Communication and Collaboration: Can they communicate effectively and work well with your team? Are they open to feedback and willing to collaborate?
4. Passion and Drive: Do they have a genuine interest in SEO and a desire to grow with your company? Are they proactive and willing to take initiative?
Weigh these factors carefully and trust your instincts. Remember, you’re not just hiring for skills; you’re hiring for a long-term partnership that will help your ecommerce business thrive.
Onboarding Your New SEO Expert
Congratulations! You’ve found the perfect SEO expert for your ecommerce business. Now it’s time to set them up for success. Here are some steps to ensure a smooth onboarding process:
1. Provide Access to Necessary Tools: Make sure they have access to all the tools and platforms they’ll need to do their job effectively, such as Google Analytics, your CMS, and any SEO tools you use.
2. Offer Training and Resources: Share any training materials, resources, or documentation that will help them understand your business and SEO strategy.
3. Set Clear Goals and Expectations: Outline your expectations and set clear goals for their role. This will give them a roadmap for success and help them prioritize their tasks.
4. Encourage Collaboration: Introduce them to the team and encourage collaboration. Make sure they know who to go to for help or feedback.
With a solid onboarding process, you’ll set your new SEO expert up for success and ensure they can hit the ground running.
Measuring the Impact of SEO on Your Ecommerce Business
Once your SEO expert is up and running, you’ll want to measure the impact of their efforts on your ecommerce business. But what metrics should you be tracking? Here are some key performance indicators (KPIs) to consider:
- Organic Traffic: Keep an eye on the number of visitors coming to your site from search engines. An increase in organic traffic is a good sign that your SEO efforts are paying off.
- Search Rankings: Track the rankings of your target keywords. Are they moving up in search engine results pages (SERPs)?
- Conversion Rate: Measure the percentage of visitors who complete a desired action, such as making a purchase. A higher conversion rate indicates that your SEO efforts are attracting the right audience.
- Return on Investment (ROI): Calculate the ROI of your SEO efforts by comparing the revenue generated to the cost of SEO activities. This will help you determine if your investment is paying off.
By regularly monitoring these metrics, you’ll be able to assess the effectiveness of your SEO strategy and make data-driven decisions to optimize your ecommerce business.
Continuous Improvement and Adaptation
Finally, it’s important to remember that SEO is an ongoing process. Search engine algorithms change, customer behavior evolves, and your business goals may shift over time. That’s why continuous improvement and adaptation are crucial.
Encourage your SEO expert to stay updated with industry trends and be open to trying new strategies. Regularly review your SEO performance and adjust your tactics as needed. Remember, SEO is not a one-time effort but a long-term investment in the growth of your ecommerce business.
With the right SEO expert by your side, you’ll be well-equipped to navigate the ever-changing digital landscape and drive meaningful results for your business.
Final Thoughts
Finding the right SEO expert can be a game-changer for your ecommerce business. By following the steps outlined above, you’ll be able to identify and hire a candidate who not only has the skills and experience you need but also fits well with your company culture and goals.
And if you’re looking for a little more support, consider reaching out to Pattern. We specialize in helping ecommerce brands grow by driving more traffic from Google and turning that traffic into paying customers. Unlike most agencies, we focus on results, not just rankings. Our approach involves creating programmatic landing pages that target a wide range of search terms and crafting content that converts. With Pattern, SEO is not just a guessing game—it’s a strategic growth channel that delivers real ROI.