15 Must-Ask Questions When You Hire an SEO Expert
Gordon Ibarra
15 Must-Ask Questions When You Hire an SEO Expert
Why SEO Matters
15 Must-Ask Questions
1. What Is Your SEO Process?
2. How Do You Approach Keyword Research?
3. Which Tools Do You Use?
4. What Is Your Experience in My Industry?
5. How Do You Handle Technical SEO?
6. What Is Your Link Building Strategy?
7. How Do You Measure Success?
8. What Reports Do You Provide?
9. Who Is Involved in the SEO Work?
10. What Is Your Communication Style?
11. How Long Before Seeing Results?
12. What Are Your Fees?
13. How Do You Stay Updated with Algorithm Changes?
14. Can You Provide References?
15. What Happens If We Part Ways?
Tips for Evaluating Answers
Mistakes Many People Make
Why Work with a Freelancer on Contra
FAQs About Hiring an SEO Expert
How long does a typical SEO project take?
Should I share my website credentials right away?
Do I need ongoing SEO after the initial optimization?
Is SEO still relevant if I use paid ads?
Final Thoughts
15 Must-Ask Questions When You Hire an SEO Expert
I still remember the first time a client asked me, “What exactly do you do as an SEO expert?” I had just wrapped up a technical audit for their site, and they were staring at a list of crawl errors like I’d shown them a NASA blueprint.
When you’re hiring an SEO expert, you’re not just looking for a service—you’re placing trust in someone to shape how your business shows up in one of the noisiest places on the internet: search results. And honestly, it’s not always easy to tell who’s actually good at it.
I’ve worked with startups who thought SEO was just “adding a few keywords,” and I’ve had to clean up after rushed projects where someone promised page-one rankings in a week. (Spoiler: that’s not how it works.)
So if you’re about to bring someone on, whether it’s your first hire or your fifth, these questions can help cut through the noise and get to what matters.
Why SEO Matters
SEO determines whether your business shows up when someone searches for the product or service you offer. If your site isn’t optimized, it’s not just buried—it’s invisible.
Ranking high in search results leads to more clicks from people who are already looking for what you offer. These aren’t random visitors; they’re potential customers.
But SEO is complex. Search engines change. Algorithms shift. A strategy that worked six months ago might be outdated today.
Hiring someone without understanding how they work—or worse, hiring someone who uses risky tactics—can do more harm than good. I’ve seen sites hit with penalties or lose traffic overnight because a previous SEO expert cut corners.
“SEO is like compound interest. Done right, it builds steadily. Done wrong, it disappears fast.”
Ignoring SEO altogether doesn’t mean you'll get fewer results—it often means you’ll get none at all. Even the best-designed website won't matter if no one finds it.
15 Must-Ask Questions
1. What Is Your SEO Process?
Processes vary, but they usually follow a structure: audit, keyword research, on-page fixes, technical improvements, and link building. Asking this reveals how the expert works and whether their approach is reactive or planned.
Vague responses that skip over key phases, especially ongoing monitoring, are worth noting.
2. How Do You Approach Keyword Research?
Keyword research isn’t just about traffic—it’s about intent. A good SEO expert will analyze what your audience is actually searching for, how competitive those terms are, and which gaps your competitors haven’t filled.
Tools like Ahrefs, Semrush, or Google Keyword Planner are common. Long-tail keywords often lead to higher intent and better conversions.
3. Which Tools Do You Use?
Most professionals use a mix of tools. Google Analytics and Search Console are standard. Screaming Frog helps with crawling, and SurferSEO experts or Clearscope are used to optimize content.
“If the only tool they mention is Excel, it might be time to Excel your way out of that meeting.”
If someone can’t explain what their tools do or why they use them, that’s a concern.
4. What Is Your Experience in My Industry?
Industry experience allows them to skip the learning curve. For example, SEO for local restaurants isn’t the same as SEO for SaaS platforms.
Experience in your space can also mean they know what not to waste time on.
5. How Do You Handle Technical SEO?
They should start with a site audit. Common tasks include fixing crawl errors, improving site speed, optimizing for mobile, and making sure pages are indexed correctly.
If they don’t mention Core Web Vitals, structured data, or canonical tags, ask why.
6. What Is Your Link Building Strategy?
Good SEO avoids spammy links. Ethical link building might include outreach, digital PR, or earning links through content.
Black-hat tactics like buying links or using private blog networks can lead to penalties.
7. How Do You Measure Success?
Look for answers grounded in real metrics: rankings, organic traffic, and conversions. Reporting on impressions or branded traffic alone doesn’t show strategy impact.
Success should be tied to goals, not just visibility.
8. What Reports Do You Provide?
Reports should be clear, consistent, and relevant. Monthly reporting is common, with breakdowns of traffic, rankings, and action items.
Charts without context or excessive jargon add confusion, not clarity.
9. Who Is Involved in the SEO Work?
Some freelancers do all the work themselves. Others outsource parts like content writing to SEO writers or link outreach.
Knowing who’s doing what helps clarify accountability and communication paths.
10. What Is Your Communication Style?
Ask how often updates are given—weekly, biweekly, or monthly—and whether communication happens via email, video calls, or shared dashboards.
If you’re never sure what’s being worked on, that’s a problem.
11. How Long Before Seeing Results?
Most SEO work takes 3–6 months to show noticeable results. New sites or those with technical issues can take longer.
“If they guarantee #1 in a week, they probably also sell magic beans.”
Be cautious of anyone promising instant rankings or guaranteed placement.
12. What Are Your Fees?
Fees can be hourly, project-based, or retainer. On Contra, freelancers keep 100% of their rate, so what you agree on is what they earn—no hidden platform fees.
Transparency on deliverables and billing cycles avoids surprises later.
13. How Do You Stay Updated with Algorithm Changes?
SEO evolves constantly. Experts often follow Google’s official Search Central blog, attend webinars, or stay connected with communities like Moz and Search Engine Journal.
If they haven’t mentioned anything new since 2021, that’s a red flag in 2025.
14. Can You Provide References?
References validate experience. They don’t need to share sensitive results—just real-world feedback from past clients.
If they hesitate or only offer outdated examples, ask why.
15. What Happens If We Part Ways?
All access credentials, reports, and content should remain with you. The contract should explain how handover works and whether they provide a final summary.
Avoid setups where the SEO expert controls all your analytics or tracking tools without shared access.
Tips for Evaluating Answers
Answers that reference specific tools, real examples, or relevant case studies tend to reflect hands-on experience. For example, if someone explains how they used Screaming Frog to fix crawl issues on a multilingual site, that’s more informative than saying they “optimize websites for better rankings.”
When responses rely on buzzwords without context—like “we do white-hat SEO” or “we follow Google best practices”—it can be a sign they’re repeating surface-level knowledge. Ask for details about how they’ve applied those practices in past projects.
If an answer includes timelines, metrics, or deliverables, it shows familiarity with outcomes and accountability. For example, saying “We increased organic traffic by 38% in six months by targeting long-tail keywords” is more concrete than “We helped improve visibility.”
“If the answer sounds like it came from a homepage, ask them what’s behind the headline.”
Avoid vague phrases like “it depends” without any follow-up explanation. It’s fine for some topics to require context, but qualified experts usually provide a range or example to clarify their thinking.
If someone can't describe how they measure success—or confuses impressions with conversions—they may lack experience with performance tracking. Asking what KPIs they prioritize can reveal whether they understand business goals or only focus on ranking.
Be cautious if they avoid discussing past mistakes or challenges. Many experienced best SEO freelancers can point to lessons learned from algorithm updates, failed link building campaigns, or improperly scoped audits.
As a follow-up, ask how they adapt strategies when a tactic underperforms. Answers that mention testing, iteration, or version-controlled content changes indicate a methodical approach.
🚩 Red flags can include:
Guaranteed rankings within short timeframes
Refusal to share client references or past results
Overreliance on outdated tools or techniques
Lack of clarity around who performs the work
Evasive explanations around pricing or ownership of assets
“If they can’t explain their process in plain terms, they might not understand it themselves.”
Responses that include structured plans or workflows—like their approach to content audits or the steps in a site migration—are more reliable than general claims like “we handle everything.”
Mistakes Many People Make
One of the most common mistakes is relying on vanity metrics like impressions, pageviews, or social shares. These numbers may look impressive but often have little correlation with actual business outcomes like conversions or qualified leads.
Another frequent issue is ignoring mobile performance. In 2025, the majority of users interact with websites on mobile devices first. A site that loads slowly or breaks on smaller screens can lose visibility in search results and frustrate users.
Businesses often hire SEO experts without doing background research. Skipping reference checks, case studies, or live portfolio reviews can result in hiring someone who outsources everything or uses outdated tactics.
Some expect instant results. SEO is not immediate. Optimizing content, resolving technical issues, and earning backlinks takes time. Expecting significant changes in rankings or traffic within a few weeks can lead to disappointment.
Others focus solely on high-volume keywords without considering intent. Ranking for a broad term like "marketing" may drive traffic, but if the audience isn't looking for your service, the visits don’t translate into value.
Site architecture is another overlooked area. Using complex URLs, duplicate content, or broken internal links can confuse both users and search engines. SEO specialists for CMS can help ensure the technical structure aligns with best practices.
Many forget to check who owns the data and accounts. If the SEO expert sets up Google Analytics or Search Console under their own email, the business might lose access if the relationship ends.
"If your SEO is only working on what's visible on the page, you might be missing 80% of the actual problem."
Skipping technical audits is also a mistake. Metadata issues, missing alt text, or poor schema markup may not be obvious but can limit how content performs in search results.
Failing to align SEO with broader marketing efforts can also create confusion. If paid teams, content teams, and SEO teams don't share goals or timelines, strategies can conflict.
Lastly, vague contracts or unclear scopes often lead to misunderstandings. Without written deliverables, timelines, and responsibilities, it’s hard to evaluate performance or hold anyone accountable.
🧩 SEO is a long process with many moving parts. Missteps often come from oversimplifying that reality or skipping foundational work.
Why Work with a Freelancer on Contra
Contra offers a commission-free model where freelancers receive 100% of their payment. There are no hidden fees or percentage cuts taken from either the freelancer or the client. What’s agreed upon is exactly what’s paid.
The platform is designed for direct collaboration. Clients choose who they want to work with, message them directly, and manage the project without intermediaries. This reduces delays and avoids confusion about who is responsible for what.
Freelancers can share their SEO portfolios, case studies, and service offerings on their profile. Each project includes clear deliverables, timelines, and pricing, so there’s no guessing about scope. Clients can also leave public recommendations, which adds context to the freelancer’s experience.
The tools on Contra are built to make the work process easier, not more complicated. Proposals, contracts, milestones, and payments are all handled in one place. Updates can be tracked through the dashboard, and everything is documented in shared threads.
“No spreadsheets. No chasing down invoices. Just work, delivered.”
Since all communication stays within the platform, there’s a written record of every decision, file, and deadline. This helps avoid missing details or miscommunication.
Contra is intentionally simple. It’s not designed to upsell features or gatekeep productivity. It just connects people who want to get work done.
FAQs About Hiring an SEO Expert
How long does a typical SEO project take?
Most SEO projects begin to show measurable results in 3 to 6 months. This depends on the starting condition of the website, competition in your niche, and the specific goals of the project.
"If the site's never been optimized before, expect the first few months to be mostly cleanup."
For example, a brand-new domain with no content may take longer than a well-established site with technical issues. Seasonal businesses or highly competitive industries may also require more extended timelines.
Should I share my website credentials right away?
Credentials should only be shared after a clear agreement is in place, such as a signed contract or terms of service. Access should be limited to only what's necessary for the current phase of work.
Use admin roles or collaborator access for tools like Google Analytics or Search Console rather than handing over full ownership. Passwords can be shared securely using services like LastPass or 1Password.
Avoid emailing login details or giving access to unrelated systems, like payment platforms or internal business tools.
Do I need ongoing SEO after the initial optimization?
Yes, most websites require ongoing SEO to maintain and improve rankings. Search engines update algorithms regularly, competitors publish new content, and user behavior changes over time.
"SEO doesn’t stop. It just gets quieter until traffic drops."
Ongoing tasks typically include monitoring technical health, updating existing content, earning new backlinks, and expanding keyword coverage. Without continued effort, rankings can decline even if the initial work was solid.
Is SEO still relevant if I use paid ads?
SEO and paid ads serve different roles. Paid ads offer immediate visibility but stop working when the budget runs out. SEO builds long-term visibility that continues without paying per click.
Many businesses use both. Paid ads can drive short-term traffic, while SEO builds organic visibility over time. They can also complement each other—for example, insights from ad campaigns can inform SEO content strategies.
Final Thoughts
SEO work varies widely in approach, depth, and ethics. Asking detailed, specific questions filters out generic providers and highlights those who understand process, accountability, and technical nuance. The wrong hire can result in months of lost visibility, poor implementation, or even long-term penalties.
Each question in this guide isolates a different aspect of SEO: technical, strategic, operational, or ethical. Together, they create a comprehensive lens to evaluate fit—not just skill. For example, someone may excel at content but lack experience in migrations or structured data. Another might promise traffic gains but avoid explaining where that traffic comes from.
Taking the next step depends on your goals. Some businesses continue with deeper research, reading case studies or reviewing freelancers’ past work. Others begin conversations with potential hires, comparing workflows and timelines across proposals. Either path adds clarity and moves the process forward.
Freelancers on platforms like Contra provide access to best freelance SEO specialists who work directly with clients. This model reduces miscommunication, avoids platform commissions, and allows both sides to define expectations clearly. Freelancers also tend to document their process more transparently, since their reputation depends on repeat work and referrals.
“If the deliverables are vague, the results probably will be too.”
Transparency in SEO isn’t just about metrics—it includes timelines, access, responsibility, and exit terms. Avoiding surprises later typically starts with clearer conversations up front. That’s where these questions come in.
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Posted Apr 20, 2025
15 Must-Ask Questions When You Hire an SEO Expert. Learn what to ask, how to spot red flags, and choose the right SEO partner for your business goals.
