Greetings everyone.

I have a query for those who possess ample experience in the field. Do we really require an SEO expert in 2023, or will the website ascend to higher rankings organically through proficient technical optimization of its content and structure?

Around 2010, the era of free lunch was over.

Currently, only skilled SEO professionals can deliver optimal outcomes. In the previous decade, anyone without prior knowledge could be hired for a minimal wage and with simplistic techniques, successfully elevate the website's ranking in search results within a couple of months.

However, things have radically changed since then, and mediocre SEOs are no longer viable or effective.

Despite the perception that SEO is dead, the truth is the opposite, as it has evolved to the point where accomplished experts are required to navigate through its complexities and nuances. 

SEO has become more intricate and sophisticated than ever before, necessitating the dedication and proficiency of top-notch professionals to produce the desired results in today's digital landscape. It is imperative to stay informed and up-to-date with the latest trends and changes.

Ronald McDonald made a valid point that it's not only the SEO who makes hiring decisions. However, it's essential to clarify that SEO experts are primarily great analysts, and they don't have to possess in-depth knowledge of web programming. Also, they are no longer just directologists and are capable of running successful advertising campaigns, but their expertise in this area may not be as comprehensive as that of individuals specialized solely in contextual advertising.

Regarding the size of the website, the workload and required skills for an SEO expert differ vastly between a website with a hundred pages and one with 30 thousand pages. Therefore, it's incorrect to assume that pure SEO professionals are no longer relevant. On large projects, an SEO expert could work solely on SEO under the guidance of a more experienced specialist. Depending on the specific tasks and website volume, one may opt for a studio or opt to hire in-house staff.

I believe in the resource method, where specialists can reach a level where they start to see market trends and no longer require employment. They could launch their websites, delve into web mastering, or start a non-web related business. Such individuals have a significant advantage over their competitors in their niche. While nuances exist, it's undeniable that there remains a sizable audience who find goods and services through organic search.

The oft-repeated claim that SEO has died or is no longer viable is a myth. Although new channels for promotion have emerged, organic search still accounts for much of the online traffic across multiple niches.

Furthermore, organizations must strive to create a supportive environment, conducive to nurturing creativity and productivity among their employees. The presence of incompetent management, lazy sales teams, unqualified marketers, and other negative elements would undoubtedly impede the efforts of even the most qualified SEO professional. It's critical for such companies to realize the importance of creating a positive and supportive workplace culture to enable their employees to maximize their potential. In summary, the notion that SEO is dead because a company's management prevents an SEO expert from doing their job effectively is false.

The benefits of SEO can sometimes seem minimal or insignificant, but they all add up and can make a significant difference in the long run. It's essential to keep in mind that if your competitors are investing less than you in SEO efforts, you'll likely rank higher. Conversely, if they're investing more, you may struggle to maintain a high ranking.

Ultimately, SEO is a complex and multifaceted field that requires patience, dedication, and expertise to navigate successfully. The benefits of SEO may not always occur instantly, but they're undoubtedly worth the effort, as higher rankings can lead to increased visibility, greater brand awareness, and ultimately, more leads and sales. As such, businesses should strive to invest in the services of qualified professionals who can develop and implement effective SEO strategies tailored to their unique needs and goals.

Here are some evaluation questions to help assess an SEO expert's qualifications.

These questions were created in collaboration with Natalia Fialkovskaya, my colleague, who has conducted numerous interviews for SEO positions. The questions are intended to evaluate candidates for roles with high levels of responsibility, concerning traffic and revenue.

How do you determine whether a niche is competitive and how much revenue it can generate?
Where do you begin when analyzing an unfamiliar niche?
What factors do you consider when evaluating your competitors?
What are the main components of your SEO strategy?

How do you conduct SEO experiments, and how do you assess the impact of the changes made to the site?
In the past 3-5 years, how has your concept of the correct website promotion algorithm changed?
Arrange the most valuable sources of information used to form your opinions on SEO from most to least.
Which SEO aspects are you proficient in, which are intermediate, and which do you lack knowledge? Why do you overlook the aspects mentioned in the last paragraph?
What techniques have you employed in your SEO campaigns that involve the most risks? Why did you take this approach?

Suppose you only had access to Google Analytics, Google Search Console, and Google Sheets. How would you promote your site using these tools?
If your site crashed or experienced a significant update, what would be your course of action? What steps would you take if the site experienced growth?
How do you prioritize the websites, pages, and keywords that require the most attention?
Based on your experience, which ranking factors do SEO experts and site owners overrate or underestimate?
In your opinion, which sites implement SEO strategies effectively in various niches? Why?
How do you assess the quality of content and links?
What are the most significant mistakes you've made in your work? What has changed about your approach since then?

It's important to understand that an expert's capabilities and potential for growth are often more critical than their skills and expertise alone. One key strength may outweigh any number of deficiencies, so it's vital to evaluate these factors holistically when assessing an SEO specialist's suitability for a given role.

While technical optimization of website content and structure certainly helps improve search engine rankings, having an SEO expert can still be valuable in 2023. SEO experts stay updated on the latest trends, algorithms, and best practices to ensure your website is optimized effectively.

They can help identify areas for improvement, conduct keyword research, implement on-page and off-page optimization, and analyze data to continually enhance your website's visibility. With the rapidly changing landscape of search engines and algorithms, having an SEO expert can provide a competitive edge and help your website ascend higher in rankings more efficiently.

Even in 2023, having an experienced SEO expert on your team is highly beneficial. While technical optimization is crucial, SEO involves many aspects such as content strategy, backlinks, user experience, and staying updated with algorithm changes. An SEO expert can effectively manage these facets and contribute to the long-term growth of your website in search rankings.

If you or your team lack the necessary SEO expertise, it's a clear sign that you should consider hiring an expert. SEO is a specialized field, and hiring someone with a proven track record can save you time and ensure better results.