Introduction
SEO. Three letters. Endless confusion. Somehow, everyone knows someone who “does SEO.”
Search Engine Optimization is often defined as “how to get found on Google.” But ask five marketers what SEO is, and you’ll likely get five different answers.
You’ve probably heard “SEO is dead.” (Spoiler alert: It’s not—it’s more important than ever.)
And now, there’s even more alphabet soup: GEO (Generative Engine Optimization), LLMO (Large Language Model Optimization), AIO (Answer Engine Optimization), and countless others popping up thanks to AI tools like ChatGPT, Perplexity, and Gemini.
So, what is SEO really?
Rand Fishkin of SparkToro makes a compelling point:
“Search Engine Optimization = get higher rankings on Google, Yahoo!, Bing, maybe a bit of DuckDuckGo and AOL.
Search Everywhere Optimization = influence audiences in all the places they go to consume content about your topic.”
— Rand Fishkin, SparkToro
In today’s digital landscape, Google is still king—but it’s no longer the only player. People search for businesses on TikTok, YouTube, Yelp, Reddit, and yes, even AI tools like ChatGPT and Claude. This shift is why some now prefer to call it Search Everywhere Optimization.
At its core, SEO is about providing clarity—about your brand, your offerings, your values—wherever your audience is looking.
What Is SEO, Really?
SEO isn’t just one thing. It’s a blend of technical practices, strategic messaging, and creative storytelling.
It involves:
- Make sure your website functions properly.
- Ensuring your product pages speak to the right audience.
- Removing things like JavaScript bloat that may slow your site.
- Matching your messaging to user intent.
SEO is a toolkit that includes site speed, content structure, local optimization, link building, and more. That’s why so many businesses find it overwhelming—and why expert guidance is often critical.
Why Is SEO a Big Deal?
If your business isn’t showing up when and where customers are searching, you might as well not exist online.
Why SEO Matters:
- Local visibility: According to BrightLocal, 80% of U.S. consumers search online for a local business each week, and 32% do so daily.
- Accuracy matters: 62% of consumers say they’d avoid a business if they found incorrect information online.
Especially for multi-location businesses, maintaining correct data across platforms (Google, Yelp, Bing, Apple Maps, etc.) is crucial, and it’s all part of SEO.
SEO Agency, Company, or Consultant—What’s the Difference?
Whether you hire an SEO agency, company, or consultant, here’s what you need to ask yourself:
- Do you want to collaborate and provide input, or do you need someone to take the lead entirely?
- What results are you expecting? Visibility? Traffic? Leads?
The reality is that many people sell SEO, but only a few deliver meaningful results. Some of us have scaled enterprise businesses into hundreds of millions of dollars. At that level, small changes create a huge impact, teaching us quickly what works and what doesn’t.
A skilled SEO partner will:
- Prioritize high-impact tasks.
- Avoid rabbit holes like never-ending audits that don’t move the needle.
- Focus on what matters: visibility, clarity, and conversion.
And remember: while AI is trending, Google still commands over 94% of the search market share. Getting into the Google Map Pack can make or break your local business.
What Does an SEO Agency Actually Do?
While every agency works differently, here’s how we approach it:
- Discovery: We learn your goals, services, customer base, and brand story.
- Audit: We perform a comprehensive SEO audit covering technical issues, local visibility, content performance, and backlink profile.
- Strategy: We build a prioritized plan focused on actions that generate results.
- Content: We develop a content strategy tailored to your audience and your competitors.
- Execution & Reporting: Monthly meetings to review reports, analyze performance, and adjust the strategy as needed.
We’re not just optimizing your website—we’re optimizing your entire digital presence.
The Myths and Truths of Hiring for SEO
Can we guarantee rankings? Yes—for long-tail keywords where you include the phrase directly in the content. But that’s not the goal.
We don’t focus on shortcuts or tricks. We focus on building your brand’s presence in search, especially in places where buyers show intent.
You might see fast results from optimizing your Google Business Profile. Other initiatives like blog content or AI visibility take longer, but they build a foundation that saves you thousands on ads long term.
SEO is like constructing a house. If you build it right, it lasts—and it grows with you.
Should You Hire an SEO Partner or Do It Yourself?
Let’s break it down:
DIY SEO:
Pros:
- You know your business better than anyone.
- You have full control and can move quickly.
Cons:
- SEO is complex. It requires technical, creative, and analytical skills.
- Learning curve is steep; mistakes are costly.
- Keyword research, competitive analysis, and local optimization take years to master.
Hiring an SEO Consultant:
Pros:
- Brings years of hands-on experience.
- Knows what works—and what doesn’t—because they’ve tested it.
- Stays updated with changing algorithms and AI trends.
Bottom line: the best results happen when your insight meets our expertise.
How to Pick the Right SEO Partner (and Avoid Getting Scammed)
There are hundreds of SEO companies out there. So how do you choose?
Look for:
- Case studies and results: Real stories from real businesses.
- Clear expectations: Not fake guarantees like “#1 on Google.”
- Education and clarity: Can they explain reports and KPIs in a way that makes sense?
- Realistic keyword focus: Ranking for “what is a hospital” is nearly impossible unless you’re the Mayo Clinic. But “hospital near me”? That’s actionable and impactful.
Some SEO firms focus on vanity metrics. We focus on what drives leads, revenue, and local discovery.
A great SEO partner aligns everything back to your business goals, not just keyword rankings.
Conclusion
When hiring an SEO company, agency, or consultant, ask the right questions. Look for experience, results, and a clear process.
The best SEOs will:
- Tell you when SEO isn’t your top priority (sometimes paid ads are better).
- Provide clear roadmaps.
- Meet regularly to keep you aligned and growing.
That’s why we built Higher Insights—a monthly SEO advisory program for businesses that want to execute content work internally with expert strategy and guidance.
Ready to See What SEO Can Do?
We offer a free basic audit for businesses exploring SEO—no strings attached.
We’ll assess your online presence and let you know if you’re a good fit for SEO or not.