Hi, I’m Ricard Menor and I work as a full time SEO consultant.
SEO Consultant – Definition and Functions
A consultant is a professional who provides expert advice in a specific area of knowledge and experience.
The primary function of a consultant is to advise within their area of expertise. Consultants can also have a specialization within their already narrow field of activity; an SEO consultant is an example of this.
An SEO consultant will have a level of specialization related to achieving high volume and quality of organic traffic through a client’s online channel.
Depending on the client’s case and objectives, this will result in varying degrees and types of conversions: sales, affiliates, students, phone calls, subscribers, etc.
Despite the inherent rigidity of the established definition, it’s true that with time and regular contact with freelance SEO consulting, one inevitably gains extensive experience in diverse fields.
This might seem contradictory to the hyper-specialization expected of such a specific profile as that of an SEO consultant, but it’s a fact. These are the times we live in: such a specific niche is multiplied by a wide variety of sub-specialties.
This shouldn’t be seen as a negative; quite the opposite: having a broad and rich perspective is the key difference between a novice consultant and SEO experts capable of guiding their clients.
International SEO Consultant
Using my own experience as an example, I’ve always defined myself as an SEO specialist, even though my expertise covers other fields like SEM, web analytics, CRO, and social media. But after more than 20 years, I’ve evolved considerably since I was an early adopter of web design in the late 90s.
Along the way, I’ve amassed a wealth of general and specific knowledge, from computer systems to languages, business processes and logistics, toys to industrial machinery, gadgets to nanoscience. I’ve encountered diverse sectors and met many interesting people, from whom I’ve learned a great deal.
Constant learning is essential in my work, a perfect specialty for applying the “I only know that I know nothing” principle.
“Avoid rushing: create processes”
“I prefer a mistake to a mystery”
Consultant’s mission
An SEO consultant like myself works beyond the capabilities and knowledge that the client or their internal resources possess to achieve volume and quality of organic traffic, as well as its conversion into measurable and tangible business.
Consultants accompany the client throughout the collaboration, whether in the form of projects (which are inherently of a defined duration), agreed-upon regular maintenance, or as a trusted advisor.
The consultant can even contribute ideas unrelated to the digital world, based on their acquired experience; one of the consultant’s main missions is precisely to think about the client’s problems from an external perspective. For a consultant, being creative is crucial to adding greater value to the work.
This sounds easier than it is: the consultant must thoroughly understand the business processes and provide a critical—and, I emphasize, creative—outside perspective.
One of my advantages is having seen so many sectors and cases; I have solved many problems, and many solutions can be reused.
My profile as an SEO consultant
Professional profile
My own profile is typical of a B2B/B2C SEO consultant, working independently, subcontracted by large and small agencies, or collaborating on aggregated projects.
This discipline is so relatively new that there isn’t a formal profile that puts a web positioning expert at the client’s doorstep.
While specialized training is now another branch of the search business (and a very profitable one), it’s all very recent, and nobody graduates university as a consultant. Some people think they do, which is why, contrary to all logic, I have more work the more competition there is, because it brings me what I call “palliative” projects…
In any case, someone with diverse educational background can do a Master’s degree or train at academies, or go through the “fun” part and learn on the job at agencies and by working alongside independent professionals like myself.
You need to “toughen up” your skin in offices, meeting rooms, on urgent calls, and in difficult situations. It’s easy to get used to success and pats on the back. When everything’s going well, everyone’s happy and you’re “on fire,” but when problems arise or Google throws a tantrum… hold on tight.
Can you tell a client whose business is plummeting to leave everything alone and expect the situation to sort itself out within a month? This is a true and truly bizarre anecdote, but that’s experience, and it’s also a huge responsibility. It’s not enough to just blurt out “there are thousands of variables” in a pre-sales meeting; you have to experience the effects and solve them.
It’s when things go wrong that you truly learn. The client pressure, the rush, the demands: either you learn to deal with it or you’ll suffer.
As far as I know, there are no university courses or specialized programs that simulate what you’ll actually encounter.
I couldn’t rattle off “the 101 acronyms you need to know to be a real SEO expert” because they change with SEO trends and the creativity of industry influencers. But I know how to fix the practical SEO problems that companies encounter every day. SEO strategy and tactics—that’s what I offer…
That’s why I say SEO consultants aren’t born, they’re made.
In the professional SEO services field, you’ll find a wealth of graduates in Marketing, Computer Engineering, Tourism, Public Relations and Communication, Documentalists, Web Developers and Designers, and a wide variety of other professions that venture into online marketing. English is essential, and the best way to become an international SEO consultant is to combine knowledge and experience with professional-level fluency in the language.
Assuming a solid foundation of skills, it’s pointless to try to determine which prior background is best for becoming a good SEO professional; I believe that prior experience and acquired knowledge are fundamental building blocks for a successful SEO consultant.
