Find SEO Experts With Provable Results: Documentation to Request
Gordon Ibarra
Find SEO Experts With Provable Results: Documentation to Request
Topics
What Is Provable SEO?
Factors You Must Check When Vetting an SEO Expert
1. Prior Rankings Over Time
2. Sample Technical Audit
3. Verified Case Reports and Analytics
4. Link Profile Snapshots
How to Ask for Documentation Like a Pro
Steps to Confirm Authenticity of SEO Documents
1. Match Dates and Milestones
2. Validate Growth vs. Algorithm Updates
3. Double-Check Competitive Keywords
Setting Collaboration Requirements That Lead to Real Results
FAQs about Finding SEO Experts With Provable Results
How long should it take to see verified results?
Is it normal to ask for raw Google Analytics data?
Can I track improvements without paid SEO tools?
Wrapping It All Up
Find SEO Experts With Provable Results: Documentation to Request
I’ve worked with more clients than I can count who’ve been burned by someone they hired for “SEO help.” The reports were vague, the wins weren’t traceable, and the strategy felt like it was copied from a Reddit thread in 2015. Sound familiar?
As a freelance SEO strategist, I’ve learned that most of the real work happens behind the scenes—inside crawl reports, structured data validations, and performance audits that never make it into a case study headline. If someone can’t show you how they moved the needle, they probably didn’t.
I’m not here to convince you to hire anyone. I’m here to show you exactly what to ask for when someone says they can "get you to page one." Because the only thing worse than wasting money is wasting time you won’t get back.
Whether it’s your first time hiring an SEO expert or you’ve cycled through a few, this guide breaks down the documentation that matters in 2025—what to ask, how to read it, and how to spot red flags before they become regrets.
Topics
What Is Provable SEO? Defines what makes SEO results verifiable and explains the difference between vague claims and measurable outcomes.
Factors You Must Check When Vetting an SEO Expert Covers specific skills and traits to evaluate before hiring, including technical, content, and analytical capabilities.
How to Ask for Documentation Like a Pro Outlines how to request past work samples, audit templates, and performance reports without sounding like you don’t know what you’re doing.
Steps to Confirm Authenticity of SEO Documents Breaks down how to tell if the documentation is real, relevant, and recent—including how to cross-check data.
Setting Collaboration Requirements That Lead to Real Results Provides a list of project terms and expectations that make SEO work measurable and collaborative from the start.
FAQs about Finding SEO Experts With Provable Results Answers common questions about hiring, contracts, pricing models, and what to expect during the first 90 days.
Wrapping It All Up Summarizes the key points and how to use documentation to protect your investment and make informed decisions.
What Is Provable SEO?
Provable SEO refers to optimization work that can be validated with real data, tied to specific timelines, and independently verified using standard analytics tools. It relies on showing direct improvements in organic performance through documented outcomes—not vague claims or cherry-picked screenshots.
Key data points that make SEO results provable include:
Traffic growth: Increases in organic sessions over time, visible in tools like Google Analytics or Search Console.
Keyword movements: Ranking progression for specific target keywords, ideally tracked across devices and locations using software like Ahrefs or SEMrush.
Conversion rates: Increases in desired actions (e.g. form fills, purchases, downloads) attributed to organic traffic sources.
If an SEO expert tells you they got “great results” but can’t show keyword lift, traffic deltas, or conversion data—what they really got was plausible deniability.
Provable SEO data is usually formatted in dashboards, reports, or raw exports from analytics tools. The most reliable documentation contains both “before” and “after” metrics, aligned with specific SEO activities such as a technical fix, content revision, or link acquisition campaign.
In some cases, provable SEO also includes annotations that show how changes in performance correlate with known events like Google algorithm updates, site migrations, or seasonal cycles. Without this context, even accurate-looking graphs can be misleading.
Factors You Must Check When Vetting an SEO Expert
1. Prior Rankings Over Time
Search rankings fluctuate daily, but consistent, long-term improvement across multiple projects shows whether someone understands how to build sustainable visibility. Look for keyword tracking reports dated over several months or years, ideally with a clear timeline of what actions were taken and when.
If they only show a single chart with a spike and no context, it’s unclear whether the result came from intentional strategy, a Google update, or temporary volatility. Reports from tools like Ahrefs, SEMrush, or Google Search Console are standard.
“Ranked a keyword one time in 2022” is not a portfolio. It’s a memory. 📉
2. Sample Technical Audit
A technical audit is where many SEO claims fall apart. A solid audit includes crawlability checks, Core Web Vitals data, structured data analysis, and indexation issues, typically using tools like Screaming Frog, Sitebulb, or DeepCrawl.
The report should show what was found, why it mattered, and exactly how it was fixed. Bonus points if it includes screenshots of before/after Lighthouse scores or Search Console warnings that were resolved.
Avoid experts who only mention “meta tags” or “alt text” in their audits. As of April 2025, that’s like diagnosing a car engine by looking at the tires.
3. Verified Case Reports and Analytics
Real data from client projects should come from platforms like Google Analytics (GA4), Google Search Console, or Looker Studio. Screenshots of organic traffic growth, keyword visibility, or conversion improvements should include visible date ranges and traffic sources. No cropped graphs.
Reports should connect improvements to specific SEO activities—like after a site migration, content refresh, or schema rollout. If all the data is anonymized or redacted, ask why. If they say “NDA,” ask for a dummy dataset that still shows the structure of how they track.
If the only proof is a Canva graphic titled “+300% SEO Traffic,” it’s not proof. It’s decoration.
4. Link Profile Snapshots
Organic performance is often influenced by backlinks. Request link profile exports from tools like Ahrefs or Majestic with visible anchor text, referring domains, and dates of acquisition.
Check for patterns—lots of links from unrelated blogs, directories, or press release spam? That’s a red flag. A good link profile includes relevant, high-authority sources with natural anchor variation and no sudden spikes.
Snapshot comparisons over time can also reveal whether link velocity was steady or artificially inflated. If they can't show where the links came from or how they were earned, assume they didn’t control the quality.
How to Ask for Documentation Like a Pro
As of Apr 16, 2025, the standard for SEO transparency is higher than it’s ever been. That means asking for documentation is not awkward—it’s expected. Skip vague questions like “What kind of results do you get?” and use language that focuses on evidence, not storytelling.
Here are examples of direct, frictionless requests:
“Can you share a sample report showing keyword growth over time from a client in a similar industry?”
“Do you have a past technical audit I can review that outlines issues found, actions taken, and outcomes?”
“Could you provide screenshots from GA4 or Search Console showing organic traffic changes with dates visible?”
If they hesitate, clarify that you’re not asking for confidential client names—just anonymized samples that show structure, methodology, and measurable outcomes. If they still can’t provide anything, that’s data too.
If the only thing they document is their own blog traffic… you’re looking at a case study of one.
For example:
If they say organic traffic doubled in Q3 2024, look up the domain and check for a traffic spike during that period.
If they list a keyword that “went from position #80 to #3,” confirm the current ranking and whether the keyword has search volume or competition.
If they mention technical fixes, run a quick crawl using Screaming Frog or Sitebulb to see if those issues still exist.
Ask for a list of specific changes tied to measurable improvements—e.g., “After removing duplicate content on 40 product pages, bounce rate dropped by 22% and session duration increased by 18%.”
Avoid relying on PDFs alone. Request access to live dashboards or exported CSVs from Google Looker Studio, GA4, or Search Console. These formats are harder to manipulate than polished screenshots.
A well-lit spreadsheet tells a clearer story than a well-lit testimonial 🌐
Finally, ask how they track performance during a project. If they can’t walk you through their documentation process—what they monitor, how often, and how it’s shared—expect that same opacity after you sign a contract.
Steps to Confirm Authenticity of SEO Documents
1. Match Dates and Milestones
SEO reports often highlight traffic or ranking gains without aligning those metrics to actual project timelines. When reviewing documentation, compare the reported “start date” of SEO work with the first visible improvements in analytics. If the engagement began in July and traffic spiked in May, the data is either unrelated or manipulated.
Check for inconsistencies between when technical fixes or content changes were supposedly implemented and when the results occurred. Look at timestamps in Google Analytics, Search Console, or any crawl reports. If results predate the work, the report is misleading.
A traffic spike before the first sprint is like claiming credit for rain because you bought an umbrella ☔
2. Validate Growth vs. Algorithm Updates
Reported performance increases should be reviewed against the timeline of public Google algorithm updates. If rankings jumped the same week as a major core update, it may be coincidence, not strategy. Use Google’s official update history or third-party trackers like MozCast and SERPmetrics to cross-reference dates.
If the documentation doesn’t mention how the strategy accounted for or responded to updates (e.g. Helpful Content, SpamBrain, or SGE rollouts), then the gains might not be replicable. Also check if performance dropped after updates—some reports exclude declines to protect vanity metrics.
Growth that aligns with Helpful Content updates might be content-driven. Growth during spam rollouts might just be lucky timing.
3. Double-Check Competitive Keywords
Check if the keywords are branded, location-specific, or obscure. For example, ranking #1 for “best vegan dog treats in Boise 83702” sounds great—until you realize it gets 0 monthly searches. Also confirm if the keywords were already ranking before the SEO expert got involved.
Ranking for “customizable cloud-based workflow alignment solution” is easy when no one else wants to. 🧐
Avoid reports that highlight vanity keywords or long-tail terms with no buyer intent. Prioritize documentation tied to competitive, high-intent phrases within the client’s actual sales funnel.
Setting Collaboration Requirements That Lead to Real Results
Shared dashboards are the baseline for visibility. They allow both parties to track keyword movement, organic traffic trends, crawl errors, and conversion events without back-and-forth emails. Most freelancers use Google Looker Studio or Notion for this. The dashboard should include targets, dates, and URLs being tracked—updated at least monthly.
Milestone-based reporting helps prevent vague timelines and missed deliverables. A typical structure breaks the project into 30-day cycles with defined outputs and metrics. For example:
Week 1: Deliver full technical audit
Week 2: Implement fixes and submit validation reports
Week 3: Launch new content targeting agreed keywords
Week 4: Share performance report with updated rankings and traffic
This format limits scope creep and creates clear checkpoints. If conversions or rankings don’t shift after a milestone, it’s easier to assess whether it was a strategy issue or just part of the normal SEO lag.
“Let’s circle back next quarter” is not a strategy. It’s a delay disguised as collaboration. 🕰️
On Contra, freelancers and clients can set expectations through structured project scopes and milestone deliverables. Because communication happens directly—without middlemen or platform commissions—reporting cycles are easier to manage and adjust in real time.
There are no fees taken from either side, so there’s no need to inflate invoices or cut corners to account for platform costs. Payment terms can be aligned with deliverables, such as releasing 50% after the technical audit and the remaining 50% after implementation validation. This reduces friction and misaligned incentives.
Shared access to source data (like GA4 or Search Console) can be managed through view-only permissions. This allows clients to see what the freelancer sees, without giving full admin control. It also prevents arguments over what counts as “real progress.”
If the only report you get is a PDF at the end of the month, you're not collaborating—you’re waiting.
FAQs about Finding SEO Experts With Provable Results
How long should it take to see verified results?
Initial signs of SEO impact typically appear within 60 to 90 days, depending on the scope of work and the domain’s existing condition. For example, resolving crawl issues or deploying structured data can lead to faster indexing and visibility gains within 4–6 weeks.
Longer-term results tied to organic traffic and competitive keyword growth may take 3–6 months to stabilize, especially if link acquisition or content expansion is involved. Delays often occur when technical dependencies (e.g., dev team bottlenecks) or algorithm updates roll out mid-project.
If a freelancer guarantees page-one rankings "within 30 days," the project is either very low-competition or the results are unlikely to last.
Is it normal to ask for raw Google Analytics data?
Yes, it is standard practice to request raw data access—especially if attribution or performance validation is part of the project scope. Freelancers typically provide view-only access to GA4 or export CSV files showing traffic source, user behavior, and conversion events.
As of April 2025, screenshots alone are no longer considered sufficient documentation. Tools like Looker Studio dashboards linked to GA4 properties are now common and expected. If a freelancer hesitates to share raw data, it's important to clarify whether client privacy, incomplete tracking setup, or non-disclosure agreements are limiting access.
A cropped graph is not documentation. It’s decoration. 📉
Can I track improvements without paid SEO tools?
Yes, but with limitations. Free platforms like Google Search Console and Google Analytics provide baseline visibility into clicks, impressions, and engagement from organic search. You can monitor keyword performance, page-level traffic, and coverage issues without paid software.
However, if the freelancer references tools like Ahrefs or SEMrush during reporting, you won’t be able to verify third-party data unless you also have access. In those cases, ask for exports or request that tracked keywords be added to a shared Looker Studio report using Search Console connectors.
Free tools will show you the “what.” Paid tools often explain the “why.” Both matter if you're trying to verify progress.
Wrapping It All Up
As of April 16, 2025, SEO hiring decisions are no longer based on claims—they’re based on evidence. Whether it’s traffic growth, keyword movement, or technical issue resolution, each performance claim requires documentation tied to actions with a visible timeline.
Reports should include real screenshots from platforms like GA4 or Search Console, not cropped graphs or stylized PDFs. Case studies should correlate outcomes with algorithm updates, not ignore them. Keyword rankings should reflect actual competition and intent, not vanity terms with zero search volume.
Each file, chart, or dashboard shared during the hiring process should map directly to the proposed strategy. If the SEO expert references a technical audit, there should be a versioned document showing crawl diagnostics and specific fixes. If they mention content improvements, the before-and-after drafts should contain measurable changes—semantic structure, internal link logic, or entity coverage.
“We optimized everything” is a statement. “Here’s the crawl report before and after implementation” is documentation.
Throughout the engagement, collaboration should be structured around milestones and shared dashboards—not email threads and vague updates. Progress tracking should be continuous, not quarterly. Reporting frameworks should be agreed on at the start, with data access permissions defined clearly.
On Contra, freelancers and clients work directly—no platform fees, no commissions, no layers of abstraction. This allows both sides to share analytics access, align on deliverables, and track real progress without interference. Payment and documentation flow through one relationship, not three tools.
If the documentation doesn’t exist, the results probably don’t either. If the communication is fragmented, progress will be too. On Contra, the structure exists to prevent both.
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Posted Apr 20, 2025
Find SEO experts with provable results. Learn what documentation to request—case studies, audits, and analytics—to verify real performance.
