Hi, I'm a SEO Specialist from Lichfield, Staffordshire

Search Engine Optimization for your business

SEO Specialist Google


Quickly go to:

This page is for businesses in the UK who like to hire a SEO Specialist and need to know a little bit more about the work of a SEO Specialist. I’m Kevin a SEO Specialist from Lichfield, Staffordshire. If you have any further questions, please let me know.

What is a SEO Specialist?

SEO is an acronym for Search Engine Optimization. SEO is an online marketing skill that allows websites to perform in the organic (free) search results of search engines, such as Google. By optimizing a website for SEO a search engine can understand (index), rate and value your website for particular queries or search phrases. This causes a webpages of a website to rank in the top of search engine results page (SERP) when users search for queries or phrases related to your business, products or services. Ultimately creating more relevant visitors to your website and thereby increasing leads and revenue. A SEO Specialist or Consultant is an expert on Searh Engine Optimization. Watch this video from Ahrefs for a more detailed explanation about SEO.

What does a SEO Expert do?

A SEO Specialist is responsible for improving the performance of your website in the organic (free) results of a search engine, when users use queries or phrases related to your business, products or services. For example, If you like to rank on the first page of Google as a Law firm in London you need to optimize your website for topics surrounding Law firm, Lawyer, Criminal Law and more.

1. Keyword analysis

Keywords are queries or search phrases users use to find what they want. With a tool such as the Google’s Keyword Planner you can research keywords based on competition, relevancy and monthly searches. For more in-depth analysis an SEO Expert uses Semrush or Answerthepublic.com – especially with the popularity of voice search with Apple’s Siri, Amazon Echo or Google Home devices these tools become more valuable. This can allow small business to perform in a short period of time, especially when combined with local keywords relevant to your service area.

2. Content optimization

In general optimization is divided in on-page and off-page optimization. On-page is related the technical and contextual aspect of a website. Content refers to text, images, videos and other sources that are useful for Google and its users (your potential customers). Optimize page titles, meta descriptions, URL’s and headings (H1, H2, H3 etc.). Make sure every page is different. Let it add value to your users and search engines. Implement internal links when relevant and create a clear structure of each page and the website in general. Look at it as a book with chapters and a book in a library.

3. Technical optimization

The technical aspect of optimization covers a broad spectrum of elements. Improving the page speed by creating less server requests or minifying certain files will satisfy Google. Reduce the amount of page errors and make sure redirects are set where needed. When using a e-commerce website with lots of product categories make sure to take good care of pagination, sort and filtering function. Make your website secure with SSL and HTTPS. Mark up data with JSON for site links, ratings, prices and more fancy stuff. This enables Google to improve its understanding and show these elements in the search results. This could improve your click through rate (CTR).

4. Authority and backlinks

Without authority your website is not worth much in organic listings of Google. When competition is high you need be smart about creating high quality content. This way you can compete in highly competing markets with less authority. Backlinks, citations, reviews, PR-activities and social interaction are the most important factors to gain authority. Backlinks are the most highlighted. Backlinks are links from external websites to your website. In theory, when having good quality content people and websites will share your content with others. In reality you probably have to actively search for backlinks by link acquisition techniques.  

5. Other factors

Ten years ago ranking in Google was much easier. You could easily manipulate Google with keyword tricks, cheap backlinks and unreasonable content. This so could Black Hat SEO tactics are still used, but Google gets better in punishing those who do. The Google algorithm is getting smarter (Rankbrain). Machine leering gives Google improvingly better search results, aiming at satisfying their your users (your potential customers). Factors such as visitors time on your page, bounce rate and click through rate (CTR) make Google smarter in deterring which page or website is more relevant. 

More about search engines

The most popular search engine is Google. Others are YouTube, Bing, Yahoo! and websites such as Amazon, EBay, App Stores or even Linkedin are all part of SEO. Especially YouTube and Linkedin are very interesting search engines to gain results. For instance, if you would create videos on YouTube and optimize your channel you would not only be visible in YouTube. On an increasing number of search phrases Google is showing videos in their organic (free) search results. This creates lots of opportunity for more exposure and authority. Linkedin is probably the best social media channel where an organic post has the longest life. In Facebook organic post die fast, but on Linkedin the reach is exceptionally good. Pick the channels that suit your target audience and start with optimization. Take a look at this video from Backlinko.

SEO for YouTube

The possibilities in search engines are continually changing with (come and go) trends and true developments. Google Jobs, Google Flights and direct hotel bookings in Google are growing more and more. Visitors more often spend time on search engines, such as Google. Voice search, image search, structured data, AMP’s, HTTPS, Featured Snippets, Rich Snippets, using multiple search engines, Google My Business, mobile, clustering content instead of creating multiple (weak) pages and YouTube are some of the examples. Watch this video from Neil Patel to learn more about the latest SEO trends.

SEO Specialist from Lichfield

Now you know the basics about the work of a SEO Specialist. Experienced in a wide range of skills, where marketing, copywriting, technology, HTML, CSS, JS, JSON, web design and usability are crucial for the success of any business. As a SEO Specialist from Lichfield I offer support with all aspects of SEO. Some of topics I cover are: local business optimization, Google Maps, E-commerce, Content strategy, linkbuilding, technical optimization, keyword analysis and implementing changes for more traffic, leads and sales on your website. Feel free to contact me. If you have any questions please let me know.

FAQ about SEO.

Questions and answers

Search Engine Optimization means optimizing your website for top organic results in search engines, such as Google. When users use a keyword or phrase related to your business, products or services you want to be number one or at least on the first page. This allows a website to receive visitors, leads and revenue.

Search Engines are websites such as Google, YouTube, Bing and Yahoo. But even Amazon, EBay, Google Maps, App Stores and Linkedin are search engines. All these websites are heavily used by users all over the world to find information, products or services they need. With SEO you can gain top access with your website on these search engines in the organic (free) results.

A SEO Specialist is an expert in website optimization for search engines and their users to make your business visible in Google with search phrases related to your business, products or services. Thereby improving visibility in Google with the result of more visitors, leads and revenue from your website.

SEO Consultant and Specialist can be considered identical. Consults are mostly strategically involved with clients at an agency. SEO Specialist more often work directly with clients and are also focused on implementing changes on your website. I’m both.

Moz, Neil Patel, Ahrefs, Backlinko, Search Engine Journal and Search Engine Land or some of the most popular.

Google Keyword Planner, Analytics, Search Console, Tag Manager, Data Studio, Semrush, Ahrefs, Screaming Frog, Deepcrawl, Answerthepublic, Siteliner, Majestic, Google Trends and many more.

Voice search, image search, structured data, rich snippets, HTTPS, using multiple search engines, Google My Business, mobile search, clustering content instead of creating multiple (weak) pages, YouTube, branding and many more.

Is it a matter of cost or value? The real question should be: What profit is SEO going to make for your business? For both questions there is no clear answer, because it all depends. To determine the cost and profit I offer a free of charge potential analysis. This gives you insights in cost to benefit ratio. Contact me for more information.

For a professional SEO Specialist you would pay between 60 – 120 pounds per hour. The rate depends on experience level, complexity tasks, duration and deadlines. When you hire a SEO Specialist for a single job you would pay the top end of the price range. When work is monthly recurring, you would pay the price at the lower end.


With SEO you’ll gain more visitors, leads and revenue. SEO is naturally growing your business in Google or any other search engine. When SEO is done correctly, your website performance will grow naturally each year you work on your website. SEO is a way to attract customers to your business on the exact moment they need it, whether this be on a blog post, video, product or service. SEO is all about sustainable business growth.


Search Engine Advertising is about advertising in a search engine, such as Google (also known as Google Ads). You pay for ads per click. You don’t earn it like SEO. Ads are gone when you stop paying. With SEO you will still be visible. With ads you are on top of all results. One single advertisement in Google can cost more than 20 pounds per click depending on the keywords. A click is not a sale, so SEA can cost you a lot of money before you see real results. That’s why you need to invest in sustainable business growth with SEO.

It depends what you’re looking for. Combining both is very common and will give you more exposure, short and long term results. On the difficulty index, SEO is in general 100x more difficult than SEA. SEO will grow year over year. SEO has a direct correlation with website development and conversion rate optimization. When starting with SEO you need to determine how visitors should encounter you website from a budget point of view. For some it might just be branding and local keywords, for other highly completive keywords. I can help you with making the right decisions through a cost & benefit analysis.


If you’re looking for a rule of thumb, six months – one year would me it. Eventually, it al depends. What do you consider as results? Improving rankings, more visitors, revenue or ROI? It can be as soon as a couple of days, but don’t get your hope on this. SEO is a long-term investment. Don’t get spoiled by short-term expectations. Combine SEA with SEO for short- and long-term results. I can help you with both. Let me know about your goals and business, so I can give you an estimate.

In growing competitive markets it is getting more and more difficult. Work with small and big agencies. Work for large websites and smaller websites or start-ups. If you like what your doing you will eventually learn. Don’t approach SEO as some kind of magic trick. Experience, knowledge skill with SEO is necessary, but SEO budget will still be a leading factor for business growth.

There are many mistakes, to many to name them all. Not knowing about the impact of SEO is one. Trying to manipulate search engines and not really thinking about what your potential customers want. Not having a plan for the future of your business. When business is going well, consider investing in SEO for your future or other business ideas. When business is not going well, also consider SEO. Don’t be limited by wishes of instant gratification with advertising (SEA). Creating tons of low quality content pages that are in conflict with other pages. Targeting a website with irrelevant keywords or areas that are to competitive for the budget. Being focused on rankings in Google as an ultimate goal, instead of leads and revenue. Being limited by SEO in Google and not using other marketing channels, such as reviews, PR, YouTube and other.

I can give you a general answer, like: content, technique, backlinks and website structure. This sounds fine, but in growing competitive markets, where most products and services already exist, its getting more difficult each day. Authenticity, usability and building a brand are highly under rated. A couple of years ago it was easy to sell something with just SEO or another single marketing channel. Now its getting more important to create a customer journey, where you interact with your potential customers in different phases and communication channels. So it’s the synergy between e.g. brand building, social media and SEO that makes SEO stronger as a direct or assisting sales channel.