Hire an SEO Expert: 9-Point Resume Screening Checklist

Gordon Ibarra

SEO Specialist

Digital Marketer

Content Strategist

Google Analytics

SEMrush

Ahrefs

Moz

Google Search Console

Marketing

Hire an SEO Expert: 9-Point Resume Screening Checklist

I’ve spent the past few years reviewing SEO resumes while juggling multiple freelance gigs. Some resumes look great at first glance but fall apart the moment you dig into actual experience or measurable outcomes. Others are plain but packed with gold once you know what to look for.

When I’m brought in by clients to help them hire an SEO expert, I’ve learned that instinct alone doesn’t cut it. Even with a good eye, it’s easy to miss red flags—or overlook someone with serious skills hiding behind a generic layout.

A strong SEO hire isn’t just about keyword knowledge or tool familiarity. It’s about how they think, how they solve problems, and how they’ve adapted to Google’s ever-changing landscape. A checklist helps me consistently spot those patterns.

Why a Checklist Matters for Hiring an SEO Expert

A checklist keeps the hiring process grounded. It creates a standard—same questions, same criteria—for every candidate, no matter how flashy their resume or how confident they sound in interviews.

Without structure, it’s easy to get distracted by buzzwords or surface-level achievements. A checklist forces focus on what actually matters: real skills, relevant experience, and strategic alignment.

It also helps reduce bias. When each resume is scored against the same framework, it’s easier to compare apples to apples 🍎🍏—even when candidates come from vastly different backgrounds.

"I once almost passed on someone who had the plainest resume ever—turns out they led a full SEO recovery after a core update. A checklist saved me from a bad call."

Consistency is key. Hiring without a framework is like doing a technical audit without a crawl tool—you’ll miss things that cost you later.

9-Point Resume Screening Checklist

1. Technical SEO Mastery

Check for specific experience with site audits, performance tuning, and structured data. Look for tools like Screaming Frog, DeepCrawl, or Sitebulb. Results tied to Core Web Vitals—like reducing Largest Contentful Paint (LCP) or improving Cumulative Layout Shift (CLS)—are worth noting. A resume that says “improved mobile load speed by 1.2 seconds” gives more signal than one that says “enhanced site performance.”

2. Keyword Research Familiarity

Scan for mentions of Google Keyword Planner, SEMrush, Ahrefs, or similar tools. Look for examples that connect keyword research to actual content planning or campaign outcomes. “Built a keyword map that increased traffic to top pages by 28%” is measurable and specific. Avoid entries that only list tools without context.

3. On-Page Optimization Track Record

Candidates should include examples of work tied to title tags, meta descriptions, internal linking, and content structure. Look for before-and-after comparisons or A/B tests. Phrases like “boosted CTR from 3.1% to 5.4% with revised title tags” show a clear understanding of optimization.

4. Link Building Credibility

Identify ethical link building strategies backed by results. This might include digital PR, guest posting, or HARO outreach. Red flags include vague phrases like “built backlinks for authority.” A stronger line would be “earned 35 links from DA 60+ sites using data-driven content.”

5. Analytics and Reporting Proficiency

Check for fluency in GA4, Looker Studio, or similar platforms. Candidates should mention how they interpret user behavior, track KPIs, or build dashboards. Bonus if they connect insights to decisions—for example, “used Looker Studio to identify content drop-offs, leading to a 12% bounce rate reduction.”

6. Adaptability to Algorithm Shifts

“If they say they’ve ‘navigated Google updates’ but can’t say how, keep moving. It’s not a mystery novel.”

Look for resumes that mention specific algorithm updates (e.g., 2023 Helpful Content Update). Strong entries include recovery strategies or preventative actions. “Recovered 80% of lost traffic by pruning thin content and improving E-E-A-T signals” is more useful than “kept up with algorithm changes.”

7. Collaboration and Communication Skills

Even solo freelancers work with devs, designers, or content teams. Look for cross-functional experience like “worked with developers to fix crawl errors” or “collaborated with writers to align content with search intent.” Clear documentation or client communication is another plus.

8. Evidence of Revenue Impact

Find statements that tie SEO work to business outcomes. This includes increases in revenue, leads, or conversions. “Improved organic conversions by 19% over six months” adds more value than “helped improve SEO performance.” Numbers matter here 📈.

9. Freelance-Oriented Portfolio Highlights

Portfolios should reflect versatility and independence. Look for project links, case studies, or client testimonials. Freelancers who mention “thriving in a commission-free model” or “working directly with founders on SEO strategy” are likely comfortable in environments like Contra, where direct collaboration is the norm.

Critical Soft Skills and Culture Fit

Soft skills are often the difference between a technically capable SEO expert and one who works well in real-world, fast-moving environments. This matters more in freelance and startup settings, where SEO work often overlaps with product, content, and engineering teams—sometimes all in the same week.

Start with curiosity. SEO changes quickly. Candidates who ask questions, test assumptions, and explore new tools tend to adapt faster when Google rolls out updates. Look for signs of self-driven learning, like personal projects or experimentation with schema types, page layouts, or automation scripts.

Teamwork is another core trait. Freelancers often collaborate asynchronously with writers, developers, and marketing leads. Phrases like “partnered with dev team to resolve crawl depth issues” or “worked closely with content editors on topical hierarchy” show experience beyond siloed work.

“Working on an SEO island sounds peaceful until you try to fix a 404 loop without talking to devs.”

Long-term collaboration is especially relevant for startups that hire freelancers on recurring contracts. Candidates who mention multi-month or multi-year freelance relationships often bring more than just SEO—they bring continuity. Look for lines like “ongoing SEO strategy partner for Series A SaaS brand since 2022” to spot this pattern.

Communication overlaps with all of the above. Whether it’s explaining a ranking drop to a founder or outlining schema markup to a junior developer, clear written and verbal skills show up in better project outcomes. Even resume formatting and project descriptions give clues here.

Soft skills aren’t fluff—they’re operational signals. In freelance hiring, they often predict whether a technically skilled candidate will actually deliver results in a collaborative, remote-first environment.

Tools and Technologies Every Candidate Should Know

As of April 2025, SEO workflows rely on a combination of diagnostic, analytics, content, and automation tools. A resume that lists tools without context—like “familiar with GA4 and Ahrefs”—gives no insight into actual capability. Instead, look for candidates who show how these tools were applied to solve real problems.

Start with crawling software. Screaming Frog, Sitebulb, and DeepCrawl are used to identify technical SEO issues like broken links, duplicate content, and crawl budget waste. A candidate citing “identified 1,200 orphaned pages via Screaming Frog crawl and implemented internal linking fix” shows functional understanding.

For performance tracking, GA4 is now the standard. Candidates should show experience configuring custom events, analyzing behavioral patterns, or using Looker Studio to visualize traffic funnels. “Built GA4 dashboards to monitor scroll depth and organic conversion drop-off” reflects real implementation.

Content research tools like Ahrefs, SEMrush, and Moz Pro are used to evaluate backlink profiles, content gaps, and SERP features. Look for statements like “developed a content gap analysis using Ahrefs to identify 15 underutilized long-tail keywords.”

Python or JavaScript experience is increasingly common among technical SEOs. It’s used to automate common tasks such as log file parsing, bulk redirect mapping, or SERP monitoring. A candidate who writes, “used Python to automate weekly rank tracking reports via Google Sheets API” is likely solving problems at scale.

For structured data, JSON-LD implementation and Schema validation (via tools like Google’s Rich Results Test) are now baseline. Some candidates also use tools like Merkle’s Schema Markup Generator or run bulk validation scripts.

Other expected platforms include:

Google Search Console (for crawl errors, indexation trends)

Bing Webmaster Tools (for non-Google visibility)

ContentKing or Lumar (for real-time SEO monitoring)

Chrome DevTools (for inspecting page speed and rendering issues)

Notion or Airtable (for managing keyword maps and SEO briefs)

“If they’ve never used DevTools but claim they fixed CLS issues, ask twice.”

A versatile stack also includes familiarity with CMS platforms (e.g., WordPress, Webflow, Shopify) and version control tools like Git when working with developers. Candidates who mention “collaborated via GitHub to QA SEO fixes in staging environment” are more likely to succeed in cross-functional settings.

Tool usage alone doesn’t qualify someone—but how they apply tools to diagnose, resolve, and explain SEO issues does.

Aligning SEO Strategy With Business Goals

SEO metrics that do not connect to business performance are rarely useful in decision-making. Organic traffic, keyword rankings, and crawl errors become more meaningful when linked to revenue generation, lead quality, or user engagement across product and marketing funnels.

For example, a candidate listing “increased non-branded traffic by 40%” may seem impressive. But if that traffic didn’t improve conversions or reduce acquisition costs, the value is unclear. A stronger case is “increased organic traffic to high-intent pages, resulting in a 17% lift in demo requests.”

SEO strategy alignment also includes understanding where organic search fits into the broader brand and growth model. For early-stage startups, SEO might focus on discoverability of core features. For SaaS companies, it may center on educational content to support product-led growth. For e-commerce, the priority is often conversion rate optimization for category and product pages.

"If the SEO expert talks about impressions but the CMO cares about CAC, you're not speaking the same language."

Candidates who mention aligning content calendars with product launches or collaborating with paid media teams on overlapping keyword strategies are showing operational awareness. This matters more than isolated SEO wins.

Seamless integration involves shared KPIs across departments. An SEO strategist working with UX to reduce bounce rate, or with sales to improve lead quality from organic forms, is already operating at the intersection of SEO and business outcomes.

Freelancers working in flexible, cross-functional environments—like those common on Contra—often highlight this alignment in their portfolios. Phrases like “supported a Series A brand’s SEO as part of GTM planning” or “mapped SEO strategy to OKRs for Q3 growth targets” show that SEO wasn’t treated as a siloed task.

"SEO without a goal is just indexing for fun."

Tying SEO efforts to business goals also provides a filter for prioritization. Instead of chasing traffic from loosely relevant queries, focus shifts to content and technical improvements that move product, revenue, or retention metrics.

Frequently Asked Questions about Hiring an SEO Expert

How much does it cost to hire an SEO expert?

As of April 2025, the cost to hire an SEO expert varies depending on experience, project scope, and whether they work freelance or in-house. Freelance SEO specialists typically charge $50–$150 per hour. Monthly retainer models range from $1,000 to $5,000 for ongoing work, depending on deliverables and complexity.

Project-based pricing is also common, especially for audits, migrations, or one-time content strategies. These may range from $2,000 to $10,000+ based on the size of the site and the level of technical involvement. Some freelancers on platforms like Contra offer flat-rate packages tailored to startup budgets or short-term goals.

“Paying $3K for a cleanup sounds steep—until you’re recovering from a penalty that cost $30K in sales.”

In most freelance contracts, you’re paying for time, not platform fees. That means more of your budget goes toward actual work rather than overhead.

What is the best way to handle remote SEO collaboration?

Remote SEO work depends on asynchronous tools and clear documentation. Most freelancers use platforms like Notion, Airtable, Google Docs, or Trello to manage keyword plans, content briefs, and audit findings. Loom or Zoom is used for walkthroughs, especially when explaining crawl issues or performance reports.

Access to key platforms—like GA4, GSC, and your CMS—is essential. Granting view or edit access early speeds up onboarding. Cloud-based tools like Looker Studio or Figma can help visualize reports and wireframes without long email threads.

Slack or email is enough for most communication. Weekly updates or milestone reports keep things on track. Some freelancers use shared dashboards so you can monitor progress in real time.

If your SEO expert can’t communicate clearly in writing, expect a lot of confusion during implementation.

Collaboration also includes version control. When changes involve developers, freelancers often document recommendations with screenshots or code snippets. Knowing who’s responsible for implementation is more important than who found the issue.

Do I need an SEO specialist who understands my industry?

It depends on the complexity of your niche. For industries with strict regulations (like healthcare or finance), domain knowledge can reduce compliance risks and shorten onboarding. In these cases, look for candidates with experience in your vertical or similar fields.

For general B2C or SaaS SEO, familiarity with the product type is helpful but not required. Technical SEO principles and content frameworks are often transferable across industries. What matters more is how the specialist approaches research, user intent, and site architecture.

“An SEO expert doesn’t need to know every detail of your product—but they do need to understand how your audience searches for it.”

Freelancers who’ve worked across industries may bring fresh approaches that internal teams overlook. However, if your business sells to a highly specific or technical audience, prior exposure can speed up strategic alignment.

Final Thoughts

As of April 16, 2025, resumes for SEO roles reflect a rapidly evolving field shaped by AI integration, shifting ranking factors, and platform convergence. Resume screening frameworks that follow a structured, consistent approach allow for clearer distinction between candidates who list tools and those who apply them effectively.

Each point in the checklist serves a specific function—technical SEO shows infrastructure fluency, algorithm adaptation signals long-term viability, content architecture reveals strategic depth, and analytics use identifies decision-making patterns. These aren't interchangeable categories. They work together to reduce uncertainty in hiring.

Evaluating freelance applicants also introduces an added layer: operational flexibility. Candidates who document outcomes across remote, asynchronous projects or mention success in commission-free environments like Contra often carry experience aligning with lean, iterative workflows common in startups and small teams.

“If they’ve ranked a site, reported on it, explained it to a non-technical client, and adapted when it dropped—that’s four critical skills, not one.”

The core of this entire screening process is alignment. Not just between resume and job description, but between SEO output and business outcomes. Candidates who tie ranking improvements to conversions, or keyword clusters to product launches, show a level of integration that tools alone don’t measure.

Hiring SEO talent without a structured lens increases the risk of misalignment, wasted time, or missed growth opportunities. A nine-point checklist reduces noise, increases clarity, and builds a repeatable model for hiring across teams or clients.

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Posted Apr 17, 2025

Hire an SEO expert with confidence using this 9-point resume checklist to spot real skills, proven results, and strategic alignment in every candidate.

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