When evaluating an SEO consultant to hire for your business website there are many factors to consider. One of the most important of these is keyword research expertise. An SEO consultant must have an excellent understanding of how to choose the proper keywords to optimize for your business website. All the time and work it takes to get a site ranked on the 1st page of Google for a particular keyword will all be in vain if that keyword does not bring traffic that converts into sales and leads for your business.