Search engine optimization (SEO) continues to be a highly sought-after skill, offering aspiring freelancers many opportunities.
Becoming an SEO freelancer gives you the flexibility to work on your terms and the potential to earn competitive pay while helping businesses increase their online presence.
Wondering how to become an SEO freelancer and turn your SEO knowledge into a profitable career?
In this career guide, you’ll learn about the essential skills you’ll need, the steps to get started and the tools to help you succeed.
What you will learn
- Key duties of an SEO freelancer
- Benefits of being an SEO freelancer
- Steps to become a successful SEO freelancer
- Essential skills for SEO freelancers
- How much can you earn, and how do you find clients
What do SEO freelancers do?
SEO freelancers improve a website’s search engine rankings and online presence through various optimization strategies.
Armed with an understanding of how search engine algorithms work, they can specialize in multiple areas, including on-page, off-page, technical, or local SEO, to drive organic traffic to the website.
Each area involves specific tasks to enhance a website’s performance and visibility on search engines. Here’s a closer look at what each of these categories entails:
On-page SEO
On-page SEO involves enhancing individual web pages to improve their ranking on search engine results and get more relevant traffic. Key tasks of on-page optimization include:
- Keyword research
- Content creation
- On-page keyword optimization
- Internal linking
- Meta tag optimization
- Image optimization
Off-page SEO
Off-page SEO involves activities outside the website to improve its ranking. Key tasks of off-page optimization include:
- Link building
- Influencer outreach
- Social media marketing
- Guest blogging
- Forum and community engagement
- Content syndication
Technical SEO
Technical SEO ensures a website meets the technical requirements of search engines. Key tasks include:
- Site speed optimization
- Mobile-friendliness
- XML sitemap creation
- Robots.txt optimization
- Canonicalization
- Fixing crawlability and indexability issues
- Implementing schema markup
Local SEO
Local SEO focuses on optimizing a website so it can be found in local search results. Key tasks include:
- Google Business Profile (GBP) optimization
- Name, Address, Phone Number (NAP) citations
- Local keyword optimization
- Local link building
- Localized content and pages
SEO strategy and consulting
- SEO audits
- Keyword strategy development
- Competitive research
- SEO roadmap creation
- Content strategy alignment
- Performance monitoring and reporting
Why should you become an SEO freelancer?
Becoming a freelance SEO specialist allows you to set your own schedule, choose your clients, and work from anywhere. This career path provides numerous advantages that make it an attractive option.
Here are more reasons why you should consider being a freelance SEO professional:
Growing demand for freelance SEO services
The demand for freelance SEO services is on the rise, with an expected annual growth rate of 17.6% until 2028.
Despite the competitive market, there’s plenty of room for capable freelancers to make their mark.
Flexible work
Freelancing offers unmatched flexibility.
Set your schedule, choose projects and clients, and work from anywhere.
This flexibility allows for a better work-life balance as you can more easily accommodate work demands with family responsibilities, hobbies, and further education.
Competitive pay
Freelancers often earn more than in-house SEO professionals.
Freelance SEOs earn between $75,000 and $149,000 annually, while their in-house counterparts earn an average of $60,548 annually.
Of course, an SEO with a freelance business can earn much more if they take on more projects or charge more.
You can set your rates based on your experience and expertise.
Plenty of growth opportunities
An SEO freelancing career offers diverse growth opportunities. You can choose projects that align with your interests, professional and educational background, and career goals, enhancing your skills and experience.
For example, you can volunteer to analyze a charity’s website and make improvements to boost its online visibility. Alternatively, you can work with a local coffee shop or family-owned plumbing business to enhance their website’s local SEO.
Common challenges of SEO freelancing
Freelancing also comes with its own set of challenges. Understanding these can help you better prepare and navigate your SEO freelance journey.
Here are some typical SEO freelancing obstacles:
- Financial instability: Especially when starting out, freelancers may earn an unpredictable income as they build their client base and gain experience.
- Workload management: Balancing multiple clients and projects can be overwhelming. Effective time management and organization are essential to efficiently handle your workload and meet deadlines.
- Difficult clients: Clients can be unresponsive or demanding. Manage your client relationships with clear communication and setting expectations from the start.
Despite these challenges, the benefits of SEO freelancing still outweigh the drawbacks. You can overcome these obstacles and build a successful freelancing career with a methodical approach.
7 steps to becoming an SEO freelancer
Starting a career as an SEO freelancer requires careful planning and dedication.
Follow these seven steps to build a solid foundation and set yourself up for success:
1. Build your SEO knowledge base
Building a solid knowledge base in SEO is essential for any aspiring SEO freelancer.
A deep understanding of SEO principles, strategies, and best practices allows you to provide effective services and achieve successful client results.
Learn optimization strategies by completing online SEO courses, watching tutorials and webinars, and engaging in industry conferences.
To stay updated with the latest trends and algorithm changes, consider:
- Following free resources like Surfer’s blog and the Surfer Academy
- Subscribing to industry newsletters, like Steve Toth’s SEO Notebook, Search Engine Journal, and Backlinko
- Engaging with SEO influencers, such as Larry Kim, Ann Handley, and Matt Cutts, on social media
- Monitoring Google Search Dashboard for updates and search algorithm changes
- Joining SEO communities and forums for discussions, like SEO Surfers and SEO subreddits.
Hands-on experience is invaluable in SEO. Experiment with different tactics on your own projects or a test website. This allows you to see what works and what doesn’t, helping you refine your strategies and stay ahead in the SEO industry.
2. Define your service scope
As an SEO professional, you can offer general SEO services or focus on a specific area.
A general SEO scope allows you to handle various tasks, making you versatile to different client needs. However, this can be overwhelming and dilute your expertise.
Specializing in a particular area can help you be recognized as an expert, attract more high-paying clients, and stand out in a competitive market.
For example, by specializing in local SEO, you can be the go-to expert for optimizing Google Business Profiles and boosting local search rankings.
This enables you to command higher rates for your specialized knowledge and skills.
3. Find your niche
Besides defining your service scope, it’s essential to determine your niche to set you apart from your competition.
You can specialize in a specific industry such as SaaS or eCommerce SEO, or a specific platform like WordPress SEO.
Sam Underwood, for example, has a clearly defined niche and service scope - he's an SEO consultant for Ecommerce brands.
This positions him as an expert in the field and makes it easier for his prospects to find him through search.
Here are tips to find the right niche:
- Conduct market and competitor research.
- Identify underserved markets.
- Evaluate the profitability and demand of potential niches.
- Leverage your background and expertise.
- Consider your interests and passions.
4. Outline your pricing structure and rates
As an SEO freelancer, you can choose from three primary pricing models:
- Hourly: Charge clients by the hour for your services. This model is straightforward and flexible.
- Project-based: Set a fixed price for a specific project. This is ideal for well-defined tasks with clear deliverables.
- Retainer: Clients pay a monthly fee for ongoing SEO services. This model provides steady income and builds long-term client relationships.
You can apply each of these structures depending on the client and project.
I recommend that you tie your pricing to the value you bring to the client.
Keep in mind that as you become more experienced, you'll need less time to finish a project. So in such cases an hourly rate might penalize you.
Typical rates for SEO services vary widely. The hourly rate ranges from $75 to $150, the project rate ranges from $2,500 to $5,000, and the retainer rate can be anything between $500 and $5,000 per month.
Factors influencing the final rate include your experience, industry, and the complexity of the work.
5. Arm yourself with the right tools
SEO tools are crucial for streamlining activities and workflows and improving efficiency. These tools help you analyze data, optimize content, and track performance.
Use these tools in your freelancing business:
Surfer
Surfer is an all-in-one on-page SEO tool, and not only.
Using Surfer you can optimize and streamline various aspects of your SEO work, from content creation and optimization, to keyword research and auditing.
Specifically, you can use the following Surfer features to get the job done:
- Content Editor - optimize your content's on-page SEO.
- Topic Explorer - discover relevant topics, analyze keywords, and find gaps in your content.
- Surfer AI - write optimized content that generates traffic.
- Free keyword Surfer Chrome Extension - find keyword ideas directly from search.
- Content Audit - keep track of your content performance and find improvement opportunities.
- Free AI detector and humanizer - detect and humanize AI text so it reads better and bypasses AI detectors.
Google Search Console
Google Search Console is an essential tool for monitoring and improving your website's performance on Google search results.
You can use it to track your site's search traffic, identify and fix issues, and understand how Google sees your website.
Google Analytics
Google Analytics is indispensable for data analysis, offering deep insights into website performance and user behavior.
By leveraging this tool, you can identify areas for improvement, track the effectiveness of your SEO strategies, and make data-driven decisions to enhance overall site performance.
Google Looker Studio
Google Looker Studio is a powerful tool that visualizes data from various sources, making it easier to interpret and present SEO metrics.
It allows you to create customizable reports that simplify tracking SEO performance and effectively communicate results to clients, thereby enhancing transparency and decision-making.
6. Build a portfolio website
A robust online presence is crucial as it is your digital business card, showcasing your skills and SEO-related work experience.
Your portfolio website should include well-organized sessions highlighting your services, works, case studies, and testimonials from current or previous clients.
Here's an example of a well organized freelance website.
Since your site aims to build trust with and attract potential clients, ensure you regularly update your portfolio with new projects and achievements.
You can build your own website even before getting your first clients.
You can populate it with a few content samples to showcase your skills and bonus points if you can get it to rank.
7. Focus on branding and promotion
Establish a strong personal brand to help you stand out as an SEO freelancer. Your brand reflects your expertise and helps build trust with potential clients.
To enhance your brand, you can write thought leadership content that showcases your knowledge and engage actively with the SEO community on platforms like LinkedIn.
Guest writing for industry blogs, speaking at events, and participating in podcasts can further elevate your visibility.
SEO experts Brian Dean and Barry Schwartz have built a strong personal brand through consistent, high-quality content and community engagement on Twitter, LinkedIn, and other platforms. This makes them recognized authorities in the SEO industry.
What skills do SEO freelancers need?
Besides in-depth SEO knowledge, SEO freelancers need a diverse skill set to succeed. Here are some of the key skills you’ll need:
- Marketing and sales: Understanding content marketing principles and having the ability to sell your services are crucial. You can only attract potential clients when you properly market yourself.
- Time and project management: Balancing multiple projects and deadlines requires excellent time management. Being organized helps you meet client expectations and maintain a steady workflow.
- Communication skills: Clear and effective communication is vital for understanding client needs and explaining your strategies. Good communication fosters strong client relationships.
- Adaptability: The SEO landscape changes constantly, so staying flexible and adaptable helps you stay up-to-date with industry trends and algorithm updates.
- Technical skills: Proficiency in technical aspects of SEO, such as site optimization and analytics, are essential for implementing effective SEO strategies.
How much do SEO freelancers make?
SEO freelancers in the US earn an average of $54 per hour, translating to approximately $113,333 per year, according to ZipRecruiter.
Setting adequate rates that reflect your experience, industry, and the value you bring to clients is essential.
Proper pricing strategies ensure you can achieve a sustainable and rewarding freelance SEO career.
How to find clients as an SEO freelancer
Finding clients is a crucial aspect of building a successful SEO freelancing career. Use these methods to connect with clients that need your expertise:
Leverage your network
Start with people you know—friends, family, former colleagues, and professional acquaintances. They can be valuable connections when finding your first clients.
To expand your network, you should also attend local business meetups, SEO conferences, and digital marketing seminars.
Engaging in online communities like LinkedIn groups or specialized forums can help you connect with potential clients and fellow freelancers seeking SEO services.
Use freelance platforms
Create profiles on Upwork, Freelancer, and Fiverr to showcase your SEO services. Instead of lowering your prices to compete, emphasize your experience, skills, and successes to attract quality clients.
Check for new job postings regularly and submit personalized proposals that address each client’s needs. Encourage satisfied clients to leave positive reviews, significantly enhancing your credibility and attracting more business.
Do cold outreach
Research potential clients and send personalized emails offering your SEO services.
Clearly demonstrate how you can add value to their business by tailoring each message to the prospect’s specific SEO needs and challenges.
Connect with business owners and marketers on LinkedIn and other professional platforms.
Offer your services in a professional and non-intrusive way. When done thoughtfully, cold outreach can help you land new clients.
Build a strong online presence
Make it easy for potential clients to find you online by creating a professional website that showcases your portfolio, services, case studies, and client testimonials. Ensure your site is SEO-optimized to demonstrate your skills.
Maintain an active blog to share insights, tips, and industry news, establishing yourself as an SEO authority. Regularly post on LinkedIn, Twitter, and Facebook to share successes, industry updates, and helpful tips, attracting prospective clients.
Key Takeaways
- SEO freelancers specialize in various optimization strategies, including on-page, off-page, technical, and local SEO, to improve website rankings and online visibility.
- Freelancing offers flexibility, competitive pay, and numerous growth opportunities, making it an attractive career despite some challenges.
- To become a successful SEO freelancer, you need a solid understanding of SEO, continuous learning, defining your service scope, finding your niche, setting appropriate pricing, and using the right tools.
- Success in SEO freelancing requires expertise in SEO, marketing and sales, time and project management, communication, adaptability, and technical proficiency.
- SEO freelancers in the US earn an average of $54 per hour, with the potential for higher earnings through specialization and competitive rates.
- A professional portfolio website showcasing your skills, services, case studies, and client testimonials is crucial for attracting potential clients and establishing credibility.
- Effective strategies for finding clients include leveraging your network, using freelance platforms, conducting cold outreach, and building a strong online presence.
Conclusion
Becoming an SEO freelancer is a rewarding career path with plenty of opportunities for growth and success.
By following these seven steps, you can build a strong foundation and thrive in this dynamic industry.
Whether you’re just starting or looking to enhance your existing freelancing SEO career, remember to create a strong portfolio and set competitive rates.
Use the right SEO tools and build strong client relationships to transform your passion for SEO into a lucrative career.
