Most B2B service providers ask the wrong questions when hiring an SEO consultant.

They want to know about keyword rankings, traffic numbers and technical optimisations. Here's what they should be asking instead:

"Do you understand who my ideal clients are and can you help me own the search terms that matter to them?"

The difference between these approaches will determine whether your SEO investment drives real business growth or just vanity metrics.

The Popular Keywords Trap

Traditional SEO consultants love to talk about "high-volume keywords" and getting you to rank for popular search terms in your industry. They'll show you impressive traffic projections and ranking improvements that look great in monthly reports.

But here's the problem: popular keywords attract popular problems. When you rank for broad, high-volume terms, you're competing with everyone else in your space for the attention of people who might not be your ideal clients.

A management consultant ranking for "business consulting" will get plenty of traffic. But that traffic includes startups looking for free advice, enterprises seeking massive implementation teams, and everyone in between. The consultant ends up fielding inquiries from prospects who can't afford their services, don't understand their approach, or want something completely different.

The Real Questions to Ask Before Hiring

Before you start comparing SEO proposals, get clear on these fundamental questions:

Who exactly are your ideal clients? Not "small businesses" or "enterprise companies," but specific types of organisations with specific challenges. A consultant who can't help you articulate this probably can't help you rank for the right terms either.

What unique perspective do you bring to your market? Your SEO strategy should be built around what makes you different, not what makes you similar to everyone else. The search terms you target should reflect your unique approach and methodology.

What problems do you solve that others can't or won't? This determines the specific language your ideal clients use when searching for solutions. Generic SEO targets generic problems.

What outcomes do your best clients achieve? This shapes the results-focused keywords that attract prospects ready to invest in real solutions, not just information.

Why Market Positioning Comes First

The most effective SEO starts with market positioning, not keyword research. When you're crystal clear about your niche and unique value, the right search terms become obvious. You're not trying to rank for everything your industry talks about – you're owning the specific searches your ideal clients make.

Consider two marketing consultants:

• Consultant A targets "digital marketing services" and "marketing strategy"

• Consultant B targets "SaaS customer acquisition for Series A startups" and "product-led growth implementation"

Consultant B will attract far more qualified prospects, command higher fees, and face less competition – even with lower search volumes. That's the power of positioning-driven SEO.

What to Look for in an SEO Consultant

The right SEO consultant for B2B service providers asks strategic questions before touching any keywords:

• What makes your approach different from other consultants in your space?

• Who are your best clients, and what language do they use to describe their problems?

• What outcomes can you deliver that prospects can't get elsewhere?

• How do you want to be positioned in your market?

They understand that ranking for the wrong keywords is worse than not ranking at all. Wrong keywords bring wrong prospects, waste your time, and dilute your positioning.

The consultant you need focuses on search term ownership, not just rankings. They help you identify and dominate the specific searches that your ideal clients make when they're ready to invest in your type of solution.

Beyond Rankings: Search Term Ownership

Forget about ranking #1 for popular keywords. Focus on owning the search terms that matter to your business:

Problem-specific searches: The exact language your ideal clients use to describe their challenges Solution-aware searches: Terms that show prospects understand they need professional help Methodology searches: Queries related to your unique approach or framework Outcome-focused searches: Searches that demonstrate intent to achieve specific results

When you own these searches, you're not just gaining traffic, you're attracting prospects who are pre-qualified for your services and pre-disposed to value your approach.

The Strategic SEO Advantage

The B2B service providers who win at SEO aren't chasing popular keywords. They're identifying the specific search terms their ideal clients use, then systematically building authority around those queries.

This means creating content that demonstrates your unique perspective, showcases your methodology and proves your expertise in solving specific problems. It means being found by prospects who are already aligned with your approach, rather than trying to convince broad audiences why they should care.

Before You Sign That SEO Contract

Ask yourself: Does this consultant understand my business well enough to identify the search terms that will attract my ideal clients? Do they grasp what makes my approach unique? Are they building an SEO strategy around my positioning, or just trying to improve my rankings?

The right SEO consultant for B2B services isn't the one promising to rank you for the most popular keywords. It's the one who can help you own the searches that matter most to your business growth.

Because when you rank for the right terms, you don't just get more traffic. You get the right traffic. And that makes all the difference.

Want to learn how to identify and dominate the search terms that matter to your B2B service business? Subscribe to Niche Commander for daily insights on ranking, resonating and converting for the queries that drive real growth.