Hire an SEO Expert: 5 Questions to Ask Yourself First
Gordon Ibarra
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Posted Apr 9, 2025
Hire an SEO expert with confidence. Ask yourself these 5 key questions first to align goals, budget, and expectations before making the investment.
Hire an SEO Expert: 5 Questions to Ask Yourself First
Why an SEO Expert Matters
5 Questions to Ask Yourself Before Hiring an SEO Expert
1. Do You Have Specific Goals for Your SEO?
2. Have You Considered Your Budget and ROI Timeline?
3. Will Your Team Support the SEO Process?
4. Do You Know How You’ll Measure Success?
5. Does the Expert’s Strategy Fit Your Brand Values?
Common Myths About Hiring an SEO Expert
Planning Your Budget and Expectations
Tips for Working With an SEO Expert
FAQs about Hiring an SEO Expert
What if my budget is small?
How do I avoid SEO scams?
Can I learn enough SEO to do it myself?
Is local SEO different from national SEO?
Your Next Steps
Hire an SEO Expert: 5 Questions to Ask Yourself First
I’ve worked with clients who had amazing products, great teams, and solid content—but for some reason, nobody could find them online. They’d invested in branding, design, and even paid ads, but organic traffic was stuck in neutral. That’s usually when they reach out to someone like me.
Most of the time, they’re not even sure what SEO actually is. They just know they’re invisible on Google, and that’s starting to hurt. Some are founders, some are small business owners, and a few are freelancers like me trying to build a digital presence that doesn’t rely entirely on referrals or social media.
I’ve had conversations where clients assumed SEO was just “adding keywords” or “blogging more.” It’s not that simple. And it’s also not magic. It's technical, strategic, and—most of all—deeply tied to how people search and how platforms crawl and index content.
Which brings us here. If you’re thinking about hiring an SEO expert, it’s probably because you’re realizing that showing up online isn’t just about posting more. It’s about structure, visibility, and making sure your site speaks the same language as search engines.
Why an SEO Expert Matters
SEO helps freelancers get discovered for their actual skills, not just their social media presence. It helps startups make sure their product pages show up before their competitors’. And it helps businesses avoid losing leads to outdated or broken site structures.
I've seen SaaS companies lose thousands in recurring revenue because their landing pages weren’t indexed properly. I’ve audited e-commerce sites where 40% of their products weren’t even ranking due to duplicate content issues.
“If a tree falls in a forest and no one hears it, does it make a sound? Same with your website if Google doesn’t see it.”
In one case, a client spent six months producing weekly blog posts—well-written, thoughtful, helpful content. None of it ranked because the site’s robots.txt file was blocking search engines altogether 💀.
Another time, a freelancer launched a beautiful portfolio site but never set up basic title tags or meta descriptions. A year later, they were still relying entirely on DMs to get work. Not because their work wasn’t good—but because search engines didn’t know it existed.
SEO isn’t just about visibility. It’s about functionality. And when it’s ignored, the cost isn’t just traffic—it’s lost opportunities, misaligned growth, and time you can’t get back.
5 Questions to Ask Yourself Before Hiring an SEO Expert
Before hiring an SEO expert, it helps to be specific about what you actually want from the investment. These five questions are not about SEO knowledge—they’re about operational clarity. If the answers aren’t clear internally, it can lead to misalignment, wasted time, or projects that get paused halfway through.
1. Do You Have Specific Goals for Your SEO?
There’s a difference between wanting to be “more visible” and wanting to increase conversions from non-branded search traffic. SEO goals usually fall into two categories: brand awareness (top-of-funnel) or direct response (bottom-of-funnel).
“Hoping to ‘rank higher’ is not a strategy. Knowing what keyword and why—that is.”
For example, a freelance designer might want more visibility on their portfolio pages, while a B2B SaaS startup might want form submissions from high-intent landing pages. These are different strategies. One values impressions and content reach, the other values pipeline and revenue attribution.
2. Have You Considered Your Budget and ROI Timeline?
SEO isn’t free, and it’s not instant. Some freelancers charge flat fees per project; others work on a monthly retainer. Costs vary, but reliable SEO partners typically start around $1,000/month for small businesses and can go much higher depending on scope.
Results often take 3–6 months to show up in meaningful ways. If the expectation is immediate ROI, SEO may not align with current goals. Budget also impacts what’s possible—if technical fixes require developer time, or if content needs to be created from scratch, those are additional costs.
3. Will Your Team Support the SEO Process?
Even when hiring someone externally, internal collaboration is required. Developers may need to implement technical fixes. Marketers or content creators might need to update existing pages. Legal or leadership may want to review changes before anything goes live.
If a business can’t make small updates to its website without submitting a ticket that takes weeks to resolve, SEO progress will stall. If there’s no content owner internally, blog strategies often get delayed. Support isn’t just about willingness—it’s about bandwidth and access.
4. Do You Know How You’ll Measure Success?
Success metrics vary depending on the business model. A A local service provider might track calls and map views. An e-commerce site will look at revenue from organic sessions. A freelancer may look at portfolio page visits or contact form submissions.
“If no one checks the numbers, it’s just vibes and spreadsheets.”
Analytics tools like Google Search Console and GA4 help, but only if they’re configured correctly. Without KPIs in place—like target keyword rankings, organic traffic by page, or conversion rates from organic—there’s no objective way to evaluate whether the strategy is working.
5. Does the Expert’s Strategy Fit Your Brand Values?
Some SEO experts promise fast results using tactics like paid link schemes, AI-generated content, or doorway pages. These approaches can lead to short-term visibility but carry long-term risks, including Google penalties or brand damage.
Others focus on sustainable growth—clear site structure, helpful content, and ethical link-building. It’s not about one being right or wrong. It’s about alignment. If the SEO partner’s approach doesn’t match the business’s reputation goals or risk tolerance, it becomes a mismatch regardless of performance.
Common Myths About Hiring an SEO Expert
The most common misconception is that SEO produces instant results. It doesn’t. Even when technical fixes are made within the first few weeks, visible outcomes—such as ranking improvements or traffic increases—often take months. On average, it takes 3–6 months for SEO changes to begin showing consistent, measurable impact. This delay is normal and expected.
Another myth is that “any exposure is good exposure.” Optimizing for irrelevant or low-intent keywords can lead to vanity metrics—traffic that doesn’t convert or engage. Ranking for broad terms like “best tools” might look impressive on a report, but if the keyword doesn’t match user intent or business goals, the traffic is useless. Aligning SEO with business objectives is more important than chasing volume.
A third common belief is that big SEO agencies always deliver better results than freelancers or solo consultants. In reality, many agencies use a standardized process across all clients, regardless of industry or goals. Freelancers often work with fewer clients at a time and can adapt faster when priorities shift or new insights emerge.
“Agencies have processes. Freelancers have Slack notifications, insomnia, and Google Sheets with 37 tabs.”
Hiring a freelancer can also reduce overhead. Agencies typically charge higher retainers to cover team salaries and account management layers. A freelancer offering direct strategy and implementation may be more cost-effective, especially for startups or small teams that require flexibility and quick turnarounds.
Some also assume that SEO is a one-time fix. In practice, it’s a continuous process. Algorithms change, competitors evolve, and user behaviors shift. A site that ranks well in April 2025 may not hold those rankings by August if no adjustments are made.
Lastly, buying backlinks or copying competitors’ content is often mistaken for a shortcut. These tactics may work temporarily, but they increase the risk of penalties. Search engines prioritize original, helpful content and penalize manipulative behavior—regardless of who implements it.
Planning Your Budget and Expectations
SEO pricing varies based on the scope and structure of the engagement. Common models include flat fees for one-time projects, monthly retainers for ongoing work, and performance-based pricing tied to outcomes like traffic or lead volume. Flat fees are often applied to audits, technical fixes, or content strategy documents. Retainers are used for long-term implementation, typically ranging from $1,000 to $5,000 per month for small to midsize businesses. Performance-based models are less common and sometimes depend on conversions, but they often come with unclear definitions of success and may introduce risk.
Some freelancers offer tiered packages. For example, a basic plan might include a technical audit and keyword research, while a premium tier could cover full content implementation and backlink outreach. Agencies tend to have higher price floors due to overhead, but might bundle services like PPC or social media under one contract.
Tracking ROI in SEO is nonlinear. There's no single metric that defines success. Early indicators include increases in impressions, crawl activity, and indexed pages. By months four to six, traffic volume, click-through rate, and keyword rankings begin to show movement. Revenue attribution usually lags, especially for businesses with long sales cycles.
“SEO ROI is like composting—you won’t see results tomorrow, but in 6 months, the soil’s different.”
Attribution models influence how ROI is interpreted. A last-click model may miss SEO’s role in discovery and research. Multi-touch models offer more visibility but require CRM and analytics integration. For example, if a user visits a blog post from organic search, returns via email, then converts, multi-touch shows SEO’s contribution. Without that model, SEO might appear ineffective—even when it’s driving awareness.
Reporting should include baseline metrics and trajectory, not promises. Increases in branded search volume, improvement in average position, and number of indexed pages can signal progress before revenue metrics move. Competitive benchmarks also help. If a site moves from page five to page two for a target query, that’s measurable—even if sales haven’t caught up yet.
SEO progress charts rarely move in a straight line. Sometimes it’s two steps forward, then a core update 🌀.
It’s common for initial investments to include setup costs—analytics configuration, CMS updates, or content overhauls. These don’t immediately produce ROI but are prerequisites for future impact. In some cases, the first three months involve foundational work, with measurable gains becoming visible in quarters two and three.
If budget constraints exist, prioritization helps. Technical SEO often brings early wins, while content strategies take longer to mature. A phased approach—starting with a site audit, then implementing fixes before scaling content—can spread cost while maintaining momentum.
Tips for Working With an SEO Expert
When working with an SEO expert, consistent communication is more important than frequency. Weekly or biweekly updates are common, but monthly reporting is usually enough once the strategy is in motion. Reports typically include keyword rankings, traffic trends, technical insights, and content performance.
Feedback cycles depend on the work type. For example, technical fixes may only need validation, while content strategies benefit from review rounds. Clarifying who signs off on changes—especially with larger teams—avoids bottlenecks. Unclear ownership delays implementation, especially when updates require developer or legal approval.
SEO is iterative, not linear. Early tactics often shift based on what works. If a strategy to target bottom-funnel keywords underperforms, the expert may suggest a pivot to top-of-funnel content or rework the internal linking structure. This kind of change is normal, not a sign of failure.
“SEO plans are like GPS routes—expect rerouting when the traffic changes.”
Freelancers tend to adjust faster than agencies. They don’t have internal red tape or layered approval processes. If a title tag experiment fails, they can test a new variation the same week. If a core update hits, they can audit and react without waiting on a quarterly review cycle.
Documentation is useful but often skipped. Shared dashboards (Looker Studio, Sheets, Notion) allow both sides to track progress without sending PDFs every month. A changelog—listing what was done and when—helps map actions to outcomes and reduces confusion later.
Scope creep happens. Adding new services like email optimization, paid media, or CRO outside the original SEO agreement often leads to misalignment. Freelancers generally prefer a documented scope with room for phased add-ons, rather than ad hoc requests buried in Slack threads.
The most efficient relationships are built on responsiveness, not urgency. SEO doesn’t require daily check-ins, but ignoring implementation timelines for weeks can stall momentum. Most freelancers block time based on deliverable windows, so delayed feedback often pushes timelines back.
“SEO isn’t a fire drill, but ghosting your freelancer turns it into one 🔥.”
Quick pivots, updated priorities, and shifting launch dates are common. Freelancers usually adapt faster than larger teams, especially when the workflow is transparent and communication is clear.
FAQs about Hiring an SEO Expert
What if my budget is small?
Small budgets limit the scope of SEO work but don’t make it impossible. Freelance consultants often offer audits or strategy sessions at one-time flat rates, which can help prioritize what matters most. Content creation, technical implementation, and link building may have to be phased over time.
Some clients start with foundational fixes—like improving site structure, page speed, or metadata—and delay content expansion until more budget is available. This stretches ROI across multiple quarters. Lower-cost providers exist, but many use automated tactics or recycled strategies that don’t work post-2024 updates.
“If someone offers ‘full SEO services’ for $99/month, expect a monthly report and no real work.”
In-house execution is another option. An SEO expert can provide a roadmap while the client’s internal team handles implementation. This model works when there’s technical and content talent on staff, but not enough experience to build the strategy internally.
How do I avoid SEO scams?
Scams are common and usually follow predictable patterns. Promises like “guaranteed #1 rankings in 30 days,” “instant traffic,” or “Google partner for SEO” are red flags. Google does not certify SEO providers for organic rankings, and no one controls algorithm outcomes.
Another tactic is vague reporting. Some providers send monthly PDFs with graphs but no clear explanation of what was done or why. If deliverables are unclear or performance is attributed to vanity metrics (like total backlinks without context), the risk is higher.
Check for transparency during the proposal process. Ask what tools they use, how they report on progress, and what happens if rankings drop. Ethical SEO providers set expectations conservatively, explain their process in plain language, and don’t shy away from questions.
“If the contract has more words than the strategy, back away slowly.”
Scams also show up in link building. Buying links from private blog networks (PBNs) or low-quality directories can result in penalties. In 2024, Google rolled out additional link spam updates, and many penalized sites used paid link schemes they didn’t know were risky at the time.
Can I learn enough SEO to do it myself?
It’s possible to learn the basics of SEO through free resources, tutorials, and experimentation. Many freelancers and founders start this way. Over time, they build enough knowledge to optimize their own sites or manage freelance consultants more effectively.
However, deeper SEO work—like addressing crawl budget issues, diagnosing rendering problems, or optimizing schema for rich snippets—requires technical skills and experience. Most self-taught SEO work covers content optimization and keyword research but leaves gaps in site architecture, analytics, and algorithm resilience.
“Learning SEO is like learning guitar. You can play a few chords in a weekend, but soloing takes years.”
The learning curve depends on available time and the complexity of the site. A personal blog on Webflow requires less SEO knowledge than a multilingual e-commerce store on Shopify with hundreds of SKUs. Most people can manage the basics. Few can handle core updates without assistance.
Is local SEO different from national SEO?
Yes. Local SEO focuses on visibility for location-based searches (like “dentist near me” or “freelance photographer in Austin”), while national SEO targets broader, often non-geographic queries. Local SEO includes managing a Google Business Profile, optimizing for map packs, and building citations on local directories.
Ranking factors also differ. Local signals include proximity, review quantity, and local backlinks. National SEO relies more on domain authority, topical relevance, and content depth. Content strategies vary too—local SEO emphasizes location pages and service-area content; national SEO may prioritize blog posts, landing pages, or buyer guides.
“Local SEO is like running for city council. National SEO is like running for president.”
Local SEO is usually faster to impact due to less competition, especially in smaller markets. National SEO often requires more time and resources, particularly in competitive industries like SaaS, finance, or health.
Your Next Steps
Before hiring an SEO expert, finalize your answers to the five core questions. This includes confirming your SEO goals, reviewing your available budget and internal support, outlining how you'll measure success, and evaluating whether the expert’s strategy aligns with your brand’s values.
If any of your answers are uncertain or incomplete, pause before moving forward. Undefined outcomes, unclear roles, or misaligned expectations tend to create friction once the project begins. A written summary of your answers—shared internally or with your SEO expert—can prevent miscommunication during onboarding.
Some clients document their answers in a shared Google Doc or Notion page. Others integrate them into project briefs or onboarding forms. Regardless of format, this step simplifies early conversations and reduces time spent clarifying scope later.
“Hiring an SEO expert without a plan is like showing up to a doctor’s office and saying, ‘Fix me.’ Fix what exactly?”
If you're ready to move forward, you can connect with commission-free SEO professionals on Contra. The platform allows direct collaboration with freelancers—no middle layers, no additional fees, and no percentage cuts from your budget.