How to choose an SEO specialist
Seven questions that separate real work from a sold service, and what a good answer sounds like for each one.
The problem with hiring for SEO is that you cannot judge quality until six months have passed. So judge the process instead of the promise.
These seven questions work because each has an answer that is hard to fake.
The seven questions
1. What will your time go into in month one? A good answer sounds like diagnosis: an audit, an indexing check, a structural review. A bad answer is a list of activities with no connection to your site.
2. Can I have Search Console access from day one? The only acceptable answer is yes. The data is yours. When someone keeps it, the reason is usually that they would rather you did not compare the report with reality.
3. Where do the links come from? If the answer is 'a network of sites', 'our partner sites' or 'a base of 500 domains', that is a PBN, and it is a risk to your domain rather than an investment.
4. Who writes the content? An outside copywriter with no access to you will produce text that reads generically and does not sell. Ask whether anyone will talk to you before writing.
5. What will you not do? A good practitioner has things they decline. Someone selling everything is usually strong at nothing.
6. What does the report look like? Ask to see a real anonymised example. A report of positions only is a weak signal. One that connects organic traffic to orders or enquiries is a strong one.
7. How do I leave? Month to month or a long commitment. If it is long, ask what happens if nothing has moved by month four.
A quick test: ask for two real things they would fix on your site in the first 30 days. Someone who has looked will answer specifically. Someone selling a package will answer in generalities.
Agency, freelancer or in-house
Agency: more resource, better at content volume, but your account is often run by the most junior person on the team. Ask who specifically will work on it.
Freelancer or consultant: you work directly with the person doing the work. Cheaper for the same level of experience, but capacity is limited and things stop when they take holiday.
In-house: makes sense with a large catalogue and constant volume. Below that it is expensive, and the person stagnates with nobody to compare notes with.
Whichever you choose, ask to see real case studies with numbers rather than a wall of client logos. My case studies with the numbers
Frequently asked questions
- How do I recognise a good SEO specialist?
- By specificity. Someone who has looked at your site will name concrete problems in the first conversation. Broad promises of a first position are the most reliable bad sign.
- Should I sign a long contract?
- Not necessarily. Long contracts protect the vendor. A monthly commitment keeps the focus on value every month.
- How long until I see results?
- First movement around week 6-8 on an existing site, meaningful results by month 3-4. A new domain takes 6-9 months.
- Agency or freelancer?
- It depends on volume. An agency for heavy content, a consultant when you want the experienced person to also be the one doing the work. Ask who will actually work on the project.
