{"id":858,"date":"2025-08-16T06:48:42","date_gmt":"2025-08-16T06:48:42","guid":{"rendered":"https:\/\/flyingelephantdigital.com\/blogs\/?p=858"},"modified":"2026-01-28T15:09:53","modified_gmt":"2026-01-28T15:09:53","slug":"what-to-ask-seo-consultants","status":"publish","type":"post","link":"https:\/\/www.flyingelephantdigital.com\/blogs\/what-to-ask-seo-consultants\/","title":{"rendered":"What to ask SEO consultants?"},"content":{"rendered":"\n<p><strong>Who is an SEO Consultant?<\/strong><\/p>\n\n\n\n<p>An SEO consultant is a digital marketing expert who specializes in improving a business\u2019s visibility on search engines like Google, Bing, and Yahoo. Their main goal is to drive organic (unpaid) traffic and conversions to a website by optimizing various aspects of the site and its online presence.<\/p>\n\n\n\n<p><strong>Before You Start: Define Your SEO Goals<\/strong><strong><br><\/strong>Before hiring an SEO consultant or starting any optimization efforts, it&#8217;s essential to clearly define your SEO goals. Clear goals help shape your strategy, set realistic expectations, and provide a way to measure success.<\/p>\n\n\n\n<div style=\"height:2px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_75 counter-hierarchy ez-toc-counter ez-toc-light-blue ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title ez-toc-toggle\" style=\"cursor:pointer\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.flyingelephantdigital.com\/blogs\/what-to-ask-seo-consultants\/#5_Top_Questions_to_Ask_SEO_Consultants_with_Explanations\" >5 Top Questions to Ask SEO Consultants (with Explanations):<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.flyingelephantdigital.com\/blogs\/what-to-ask-seo-consultants\/#Popular_and_Reliable_SEO_Tools_by_Category\" >Popular and Reliable SEO Tools by Category:<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.flyingelephantdigital.com\/blogs\/what-to-ask-seo-consultants\/#Red_Flags_to_Watch_Out_For\" >Red Flags to Watch Out For&nbsp;<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.flyingelephantdigital.com\/blogs\/what-to-ask-seo-consultants\/#Bonus_Questions_to_Ask_Yourself_After_the_Meeting\" >Bonus: Questions to Ask Yourself After the Meeting<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.flyingelephantdigital.com\/blogs\/what-to-ask-seo-consultants\/#Final_Thoughts\" >Final Thoughts<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.flyingelephantdigital.com\/blogs\/what-to-ask-seo-consultants\/#Key_Takeaways_to_Keep_in_Mind\" >Key Takeaways to Keep in Mind:<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"5_Top_Questions_to_Ask_SEO_Consultants_with_Explanations\"><\/span><strong>5 Top Questions to Ask SEO Consultants (with Explanations):<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>What\u2019s Your SEO Process or Strategy?<\/strong><\/li>\n<\/ol>\n\n\n\n<p>Asking, <em>\u201cWhat\u2019s your SEO process or strategy?\u201d<\/em> is one of the most important questions you can pose. A seasoned consultant should be able to clearly explain a structured approach tailored to your business goals.<\/p>\n\n\n\n<p>Here\u2019s what a solid SEO process typically looks like:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Initial Discovery &amp; Goal Setting<\/strong> \u2013 Understanding your business, audience, and defining measurable SEO goals.<\/li>\n\n\n\n<li><strong>Website &amp; SEO Audit<\/strong> \u2013 Analyzing your current site performance to identify issues and areas for improvement.<\/li>\n\n\n\n<li><strong>Keyword Research &amp; Content Mapping<\/strong> \u2013 Finding the right keywords and planning content that aligns with search intent.<\/li>\n\n\n\n<li><strong>On-Page Optimization<\/strong> \u2013 Optimizing meta tags, headers, content, and internal links for better relevance and rankings.<\/li>\n\n\n\n<li><strong>Technical SEO Fixes<\/strong> \u2013 Addressing technical barriers like site speed, mobile usability, crawl errors, and indexing.<\/li>\n<\/ol>\n\n\n\n<p><strong>2) Can You Share Case Studies or Results from Past Clients?<\/strong><\/p>\n\n\n\n<p>This is a key question to ask an SEO consultant, as it helps you assess their effectiveness and real-world experience. A reliable consultant should be able to provide examples of past work, the strategies they implemented, and the measurable results they achieved.<\/p>\n\n\n\n<p><strong>What a Comprehensive SEO Process Typically Includes:<\/strong><\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Discovery &amp; Goal Setting<\/strong> \u2013 Understanding the business, target audience, and defining SEO objectives.<\/li>\n\n\n\n<li><strong>SEO &amp; Website Audit<\/strong> \u2013&nbsp; SEO Site Audit Identifying current strengths, weaknesses, and technical issues.<\/li>\n\n\n\n<li><strong>Keyword Research &amp; Content Mapping<\/strong> \u2013 Finding high-potential keywords and aligning them with relevant content.<\/li>\n\n\n\n<li><strong>On-Page Optimization<\/strong> \u2013 Improving title tags, meta descriptions, headers, content, and internal links.<\/li>\n\n\n\n<li><strong>Technical SEO Fixes<\/strong> \u2013 Resolving crawl issues, improving site speed, and ensuring mobile and indexing readiness.<\/li>\n\n\n\n<li><strong>Content Strategy &amp; Creation<\/strong> \u2013 Developing valuable, search-focused content aligned with user intent.<\/li>\n\n\n\n<li><strong>Link Building &amp; Off-Page SEO<\/strong> \u2013 Building authority through high-quality backlinks and mentions.<\/li>\n\n\n\n<li><strong>Local SEO (if needed)<\/strong> \u2013 Optimizing for local searches, map listings, and location-specific queries.<\/li>\n\n\n\n<li><strong>Tracking, Reporting &amp; Iteration<\/strong> \u2013 Measuring performance, reporting results, and refining the strategy regularly.<\/li>\n<\/ol>\n\n\n\n<p><strong>Bonus Tip:<\/strong><strong><br><\/strong>Don\u2019t forget to ask <em>\u201cHow do you conduct keyword research?\u201d<\/em> \u2014 it\u2019s a foundational step in any SEO plan. A strong answer will reflect how well the consultant understands your audience, business goals, and content opportunities.<\/p>\n\n\n\n<p><strong>3) How Do You Approach Keyword Research?<\/strong><\/p>\n\n\n\n<p>Keyword research is the foundation of any successful SEO strategy. Asking this question helps you understand how well the consultant can align search terms with your business goals and audience intent.<\/p>\n\n\n\n<p>A strong keyword research process usually includes:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Business &amp; Audience Understanding<\/strong> \u2013 Gaining clarity on your industry, target customers, and business goals.<\/li>\n\n\n\n<li><strong>Seed Keyword Generation<\/strong> \u2013 Identifying initial keyword ideas based on core topics and services.<\/li>\n\n\n\n<li><strong>Keyword Tools &amp; Data Sources<\/strong> \u2013 Using tools like <strong><a href=\"https:\/\/business.google.com\/in\/ad-tools\/keyword-planner\/\" target=\"_blank\" rel=\"noopener\" title=\"Google Keyword Planner\">Google Keyword Planner<\/a><\/strong>, Ahrefs, or <a href=\"https:\/\/www.semrush.com\/\" target=\"_blank\" rel=\"noopener\" title=\"SEMrush\">SEMrush<\/a> to expand keyword lists.<\/li>\n\n\n\n<li><strong>Keyword Metric Analysis<\/strong> \u2013 Evaluating search volume, competition, and relevance.<\/li>\n\n\n\n<li><strong>Competitive Analysis<\/strong> \u2013 Analyzing what keywords your competitors are ranking for.<\/li>\n\n\n\n<li><strong>Keyword Clustering &amp; Mapping<\/strong> \u2013 Grouping keywords by topic and assigning them to specific pages.<\/li>\n\n\n\n<li><strong>Long-Tail &amp; Short-Tail Keywords<\/strong> \u2013 Balancing high-traffic terms with more targeted, niche queries.<\/li>\n\n\n\n<li><strong>Continuous Keyword Refining<\/strong> \u2013 Updating and refining keyword targets based on performance data.<\/li>\n<\/ol>\n\n\n\n<p><strong>4) How Will You Track Progress and Report Results?<\/strong><\/p>\n\n\n\n<p>Asking <em>\u201cHow will you monitor progress and report outcomes?\u201d<\/em> helps you understand how the SEO consultant plans to keep you informed, demonstrate ROI, and stay accountable.<\/p>\n\n\n\n<p>A reliable consultant should provide regular, data-driven reports that are clear, actionable, and aligned with your business goals. These reports typically include:<\/p>\n\n\n\n<ul class=\"wp-block-list theme-blog-list\">\n<li>Keyword Ranking Updates<\/li>\n\n\n\n<li>Traffic Growth Analysis<\/li>\n\n\n\n<li>Conversion Tracking<\/li>\n\n\n\n<li>Backlink Profile Monitoring<\/li>\n\n\n\n<li>Technical SEO Improvements<\/li>\n\n\n\n<li>Content Performance Metrics<\/li>\n\n\n\n<li>Next Steps or Action Plan<\/li>\n<\/ul>\n\n\n\n<p>Consistent reporting not only shows what\u2019s working but also highlights where strategy adjustments may be needed<\/p>\n\n\n\n<p><strong>What Good SEO Reporting Practice Should Entail:<\/strong><\/p>\n\n\n\n<p>Effective SEO reporting is essential for tracking progress, understanding ROI, and maintaining transparency. When discussing reporting practices, make sure the consultant covers the following key elements:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Defined KPIs (Key Performance Indicators)<\/strong> \u2013 Clear metrics aligned with your goals, such as traffic, rankings, conversions, or engagement.<\/li>\n\n\n\n<li><strong>Reporting Frequency<\/strong> \u2013 How often you\u2019ll receive updates\u2014weekly, bi-weekly, or monthly.<\/li>\n\n\n\n<li><strong>Reporting Tools Used<\/strong> \u2013 Tools like Google Analytics, Google Search Console, Ahrefs, or SEMrush that provide reliable data.<\/li>\n\n\n\n<li><strong>What the Reports Contain<\/strong> \u2013 A breakdown of keyword rankings, traffic changes, backlink growth, content performance, and technical fixes.<\/li>\n\n\n\n<li><strong>Client Involvement<\/strong> \u2013 Opportunity for meetings or calls to review reports, clarify insights, and plan next steps.<\/li>\n<\/ol>\n\n\n\n<p>Good reporting is not just about numbers\u2014it\u2019s about insights, strategy refinement, and collaboration.<\/p>\n\n\n\n<p><strong>5)What SEO Tools Do You Use?<\/strong><\/p>\n\n\n\n<p>Asking <em>\u201cWhat SEO tools do you use?\u201d<\/em> helps you understand how the consultant analyzes, monitors, and optimizes your website. A skilled SEO professional should be using a mix of trusted, industry-standard tools to cover all critical areas of SEO\u2014from technical analysis to keyword research, content optimization, and reporting.<\/p>\n\n\n\n<p>Read our blog on <a href=\"https:\/\/www.flyingelephantdigital.com\/blogs\/how-to-choose-the-right-technical-seo-agency\/\" target=\"_blank\" rel=\"noopener\" title=\"\">How to Choose the Right Technical SEO Agency<\/a> if you\u2019re planning to <a href=\"https:\/\/www.flyingelephantdigital.com\/organic-seo-services\" target=\"_blank\" rel=\"noopener\" title=\"\">outsource SEO services<\/a>.<\/p>\n\n\n\n<div style=\"height:2px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Popular_and_Reliable_SEO_Tools_by_Category\"><\/span><strong>Popular and Reliable SEO Tools by Category:<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p><strong>Keyword Research &amp; Competitor Analysis<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list theme-blog-list\">\n<li>Ahrefs<\/li>\n\n\n\n<li>SEMrush<\/li>\n\n\n\n<li><a href=\"https:\/\/neilpatel.com\/ubersuggest\/\" target=\"_blank\" rel=\"noopener\" title=\"Ubersuggest\">Ubersuggest<\/a><\/li>\n\n\n\n<li>Google Keyword Planner<\/li>\n<\/ul>\n\n\n\n<p><strong>Technical SEO &amp; Audits<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list theme-blog-list\">\n<li>Screaming Frog<\/li>\n\n\n\n<li><a href=\"https:\/\/sitebulb.com\/\" target=\"_blank\" rel=\"noopener\" title=\"Sitebulb\">Sitebulb<\/a><\/li>\n\n\n\n<li>Google Search Console<\/li>\n<\/ul>\n\n\n\n<p><strong>Content Optimization<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list theme-blog-list\">\n<li><a href=\"https:\/\/surferseo.com\/\" target=\"_blank\" rel=\"noopener\" title=\"Surfer SEO\">Surfer SEO<\/a><\/li>\n\n\n\n<li>Clearscope \/ <a href=\"https:\/\/www.marketmuse.com\/\" target=\"_blank\" rel=\"noopener\" title=\"MarketMuse\">MarketMuse<\/a><\/li>\n<\/ul>\n\n\n\n<p><strong>Analytics &amp; Reporting<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list theme-blog-list\">\n<li>Google Analytics<\/li>\n\n\n\n<li>Looker Studio (formerly Google Data Studio)<\/li>\n<\/ul>\n\n\n\n<p><strong>Link Building &amp; Backlink Monitoring<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list theme-blog-list\">\n<li>Ahrefs<\/li>\n<\/ul>\n\n\n\n<p>The tools a consultant uses can give you insights into their process, thoroughness, and how well-equipped they are to handle your SEO needs.<\/p>\n\n\n\n<div style=\"height:2px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Red_Flags_to_Watch_Out_For\"><\/span><strong>Red Flags to Watch Out For&nbsp;<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Not all SEO consultants follow best practices. Some may use outdated or unethical techniques that can harm your website\u2019s performance in the long run. Here are key warning signs to look for during your selection process:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Promises #1 Google Rankings<\/strong> \u2013 No one can guarantee top positions on Google.<br><\/li>\n\n\n\n<li><strong>No or Vague Reporting<\/strong> \u2013 Lack of clear, regular updates is a red flag for transparency and accountability.<br><\/li>\n\n\n\n<li><strong>Claims of \u201cSecret\u201d or \u201cProprietary\u201d Techniques<\/strong> \u2013 Good SEO is based on proven, transparent methods\u2014not mystery tricks.<br><\/li>\n\n\n\n<li><strong>Focuses Only on Rankings<\/strong> \u2013 SEO success goes beyond rankings\u2014it\u2019s about traffic, conversions, and ROI.<br><\/li>\n\n\n\n<li><strong>Uses Black-Hat SEO Tactics<\/strong> \u2013 Shortcuts like keyword stuffing or shady link schemes can get your site penalized.<br><\/li>\n\n\n\n<li><strong>No Personalized Strategy<\/strong> \u2013 One-size-fits-all approaches ignore your unique goals, audience, and industry.<br><\/li>\n\n\n\n<li><strong>Don&#8217;t Ask About Your Business Objectives<\/strong> \u2013 An SEO plan should align with what you actually want to achieve.<br><\/li>\n\n\n\n<li><strong>Lacks Technical Knowledge<\/strong> \u2013 A consultant who can\u2019t speak to site structure, speed, or crawl issues isn\u2019t full-spectrum.<br><\/li>\n\n\n\n<li><strong>No References or Case Studies<\/strong> \u2013 A trustworthy consultant should be able to show proof of past success.<br><\/li>\n\n\n\n<li><strong>Pushes Long Contracts Without Proof<\/strong> \u2013 Beware of long commitments without results or trial phases.<\/li>\n<\/ol>\n\n\n\n<p>Choosing the right SEO consultant means partnering with someone who prioritizes transparency, strategy, and long-term growth.<\/p>\n\n\n\n<div style=\"height:3px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Bonus_Questions_to_Ask_Yourself_After_the_Meeting\"><\/span><strong>Bonus: Questions to Ask Yourself After the Meeting<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Once you\u2019ve spoken with an SEO consultant, take a moment to reflect. Even if their pitch sounded impressive, it\u2019s important to evaluate the overall fit, transparency, and trust before making a decision. Ask yourself:<\/p>\n\n\n\n<ul class=\"wp-block-list theme-blog-list\">\n<li>Did they listen carefully and understand my business goals?<\/li>\n\n\n\n<li>Were they clear and honest in explaining their process?<\/li>\n\n\n\n<li>Did they offer realistic expectations and timelines?<\/li>\n\n\n\n<li>Was their communication style a good match for mine?<\/li>\n\n\n\n<li>Do I feel confident they can deliver results\u2014and be accountable for them?<\/li>\n<\/ul>\n\n\n\n<p>Choosing an SEO consultant is more than just hiring a service it&#8217;s building a partnership for long-term growth.<\/p>\n\n\n\n<div style=\"height:1px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Final_Thoughts\"><\/span><strong>Final Thoughts<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Hiring an SEO consultant isn\u2019t just about improving search rankings\u2014it\u2019s about choosing a partner you can trust to grow your online presence, increase traffic, and support your long-term business success.<\/p>\n\n\n\n<div style=\"height:2px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Key_Takeaways_to_Keep_in_Mind\"><\/span><strong>Key Takeaways to Keep in Mind:<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<ul class=\"wp-block-list theme-blog-list\">\n<li><strong>Define Your Goals First<\/strong> \u2013 Clarity from your side sets the direction.<\/li>\n\n\n\n<li><strong>Ask the Right Questions<\/strong> \u2013 Dig into strategy, tools, and experience.<\/li>\n\n\n\n<li><strong>Watch for Red Flags<\/strong> \u2013 Avoid shortcuts and empty promises.<\/li>\n\n\n\n<li><strong>Assess the Fit Post-Meeting<\/strong> \u2013 Trust, communication, and alignment matter.<\/li>\n\n\n\n<li><strong>Seek a True Partnership<\/strong> \u2013 Look for someone invested in your growth, not just a service provider.<br><\/li>\n<\/ul>\n\n\n\n<p>Choosing the right consultant can make a lasting impact\u2014so take the time to get it right.<\/p>\n\n\n\n<p><strong>Let\u2019s Elevate Your Digital Marketing Strategy!&nbsp;<\/strong><\/p>\n\n\n\n<p>Are you looking for professional digital marketing services to enhance your brand\u2019s online presence? At Flying Elephant, we specialize in on-page SEO services, digital marketing consulting, and social media marketing.&nbsp;<\/p>\n\n\n\n<p>Reach us today for an affordable<a href=\"https:\/\/www.flyingelephantdigital.com\/b2b-seo-consulting-services\" target=\"_blank\" rel=\"noopener\" title=\"\"> SEO consulting services<\/a> from India to the world!<\/p>\n\n\n\n<script type=\"application\/ld+json\">\n{\n  \"@context\": \"https:\/\/schema.org\",\n  \"@type\": \"FAQPage\",\n  \"mainEntity\": [{\n    \"@type\": \"Question\",\n    \"name\": \"Who is an SEO Consultant?\",\n    \"acceptedAnswer\": {\n      \"@type\": \"Answer\",\n      \"text\": \"An SEO consultant is a digital marketing expert who specializes in improving a business\u2019s visibility on search engines like Google, Bing, and Yahoo. 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Their main goal is to drive organic (unpaid) traffic and conversions to a website by optimizing various aspects of the site and its online presence. 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