25 Critical Questions to Ask SEO Experts Before Hiring
Asking the right questions can mean the difference between hiring an SEO expert who transforms your business and one who wastes your budget. This comprehensive guide covers 25 essential questions organized by category to help you make an informed decision.
💡 How to Use This Guide
Don't ask all 25 questions at once—that would feel like an interrogation. Instead:
- ✓ Start with 5-7 questions from different categories in your initial call
- ✓ Use follow-up questions based on their answers
- ✓ Save detailed technical questions for later conversations
- ✓ Pay attention to how they answer, not just what they say
🎓 Experience & Credentials (Q1-5)
1. "How long have you been doing SEO professionally?"
What you're looking for:
Minimum 3-5 years of dedicated SEO experience. Be wary of those who "do SEO among other services" without specialization.
Red flags:
- • Less than 2 years experience
- • Vague timeline ("several years")
- • SEO is just one of many services they offer
2. "Can you provide 3-5 client references I can contact?"
What you're looking for:
Immediate willingness to provide references. Bonus: References from businesses similar to yours.
Follow-up questions for references:
- • What specific results did you achieve?
- • How was their communication?
- • Would you hire them again?
- • Any surprises or challenges?
3. "What certifications or professional credentials do you have?"
Look for:
- • Google Analytics Certification
- • Google Ads Certification (shows broader understanding)
- • SEMrush, Ahrefs, or Moz certifications
- • Technical SEO certifications
Note: Certifications aren't everything, but their complete absence might be concerning.
4. "Have you worked with businesses in my industry before?"
What you're looking for:
Industry experience is valuable but not absolutely necessary. What matters more is their willingness to research and understand your specific market.
Good answers include:
- • Specific examples from similar industries
- • Understanding of your industry challenges
- • Questions about your specific business model
5. "What does your own website rank for?"
What you're looking for:
They should rank well for relevant local keywords (e.g., "[city] SEO expert"). This is proof they can deliver what they promise.
⚠️ Warning sign:
If they don't rank for any relevant SEO terms, question their ability to rank your site.
🎯 Strategy & Approach (Q6-10)
6. "What's your overall SEO strategy for businesses like mine?"
Strong answer includes:
- • Custom approach based on your industry
- • Mix of technical, on-page, and off-page strategies
- • Realistic timeline expectations
- • Focus on business goals, not just rankings
Red flag answer:
"We do the same proven process for all clients" - Every business needs a customized approach.
7. "How do you stay updated on Google algorithm changes?"
Look for specific sources:
- • Google Search Central Blog
- • Search Engine Journal, Search Engine Land
- • SEO conferences (MozCon, Pubcon, etc.)
- • Industry expert Twitter feeds
- • Testing and experimentation on client sites
8. "What SEO tools do you use?"
Professional tools include:
- • Analytics: Google Analytics 4, Google Search Console
- • Research: SEMrush, Ahrefs, Moz, or similar enterprise tools
- • Technical: Screaming Frog, DeepCrawl, Sitebulb
- • Tracking: Rank tracking software
- • Content: Content optimization platforms
Important follow-up: "Will I have access to these tools and data?" (Answer should be YES)
9. "How do you approach link building?"
White-hat methods (GOOD):
- • Guest posting on relevant, quality sites
- • Digital PR and media outreach
- • Broken link building
- • Creating link-worthy content assets
- • Local business partnerships
Black-hat methods (AVOID):
- • Buying links in bulk
- • Private blog networks (PBNs)
- • Mass directory submissions
- • Automated link building software
10. "What's your approach to content creation?"
Should include:
- • Keyword research to inform topics
- • Original, high-quality writing (not AI-generated spam)
- • Content that serves user intent
- • Regular publishing schedule
- • Mix of blog posts, service pages, and resources
⚙️ Execution & Deliverables (Q11-15)
11. "What's included in your monthly service?"
Should clearly outline:
- • Specific number of pages optimized
- • Content pieces created (how many, what length)
- • Technical SEO tasks
- • Link building efforts (how many quality links)
- • Hours allocated to your account
- • Reporting frequency and format
12. "Who will actually be working on my account?"
⚠️ Important to know:
Many agencies have senior people sell, then junior staff execute. Ask to meet the actual team working on your account.
Follow-up: "What's their experience level?" and "Will I have direct access to them?"
13. "Do you make changes directly or need my approval?"
Ideal approach:
- • Minor technical fixes: Can proceed independently
- • Content publication: Your review/approval
- • Major site changes: Requires discussion
- • Clear approval process documented
14. "What access do you need to my website?"
Typical requirements:
- • Google Analytics (read/write access)
- • Google Search Console (owner or full access)
- • CMS/website backend (editor or admin)
- • FTP or hosting (for technical changes)
Security tip: They should use their own email/account, not share yours.
15. "How do you handle content—do you write it or outsource?"
What to look for:
- • In-house writers (generally better quality)
- • Vetted freelance network (also acceptable)
- • Native English speakers for English content
- • Industry knowledge or research process
- • NOT using AI to generate all content
📊 Results & Reporting (Q16-20)
16. "How do you measure and report on success?"
Should track:
- • Organic traffic growth
- • Keyword ranking improvements
- • Conversion rates from organic traffic
- • Revenue/leads generated
- • Backlink profile quality
- • Technical SEO health scores
Red flag:
Focus only on rankings without tying to business outcomes.
17. "How often will you provide reports, and what's in them?"
Standard reporting:
- • Frequency: Monthly (minimum) or bi-weekly
- • Format: Written report + call/meeting to discuss
- • Contents: Work completed, results achieved, next steps
- • Data visualization: Charts and graphs, not just numbers
- • Insights: What the data means for your business
18. "When can I expect to see results?"
Realistic timeline:
- • Months 1-2: Setup, initial improvements, minor ranking movement
- • Months 3-4: Noticeable traffic increase, better rankings
- • Months 5-6: Significant improvements, measurable ROI
- • Months 7-12: Continued growth and optimization
Warning signs:
Promises of "results in 2-4 weeks" or "#1 rankings guaranteed in 30 days"
19. "Can you show me sample reports from other clients?"
Good reports include:
- • Clear data visualizations
- • Executive summary in plain English
- • Work completed section
- • Progress toward goals
- • Recommendations for next steps
- • Not overwhelming with unnecessary data
20. "What happens if my rankings drop?"
Should explain:
- • Ranking fluctuations are normal
- • Process for investigating drops
- • Recovery strategy if needed
- • Communication plan during issues
- • No panic—focus on long-term trends
💼 Business & Logistics (Q21-25)
21. "What's your pricing structure?"
Should clearly explain:
- • Monthly retainer amount
- • What's included vs. extra charges
- • Setup fees (if any)
- • Pricing tiers or package options
- • Price increases (if applicable)
Follow-up: "Can I see a detailed proposal before committing?"
22. "What's your contract length and cancellation policy?"
Reasonable terms:
- • 3-6 month initial commitment
- • Month-to-month after initial term
- • 30-60 day cancellation notice
- • Clear terms in writing
Red flags:
- • 12+ month lock-in required
- • No cancellation option
- • Large termination fees
23. "How often will we communicate, and how?"
Typical communication plan:
- • Monthly reporting call/meeting
- • Email updates as needed
- • Dedicated point of contact
- • Response time: 24-48 hours for non-urgent
- • Emergency contact method
24. "What ownership do I have over the work you create?"
⚠️ Critical point:
You should own all content, links, and work created. Some agencies try to retain ownership or remove links if you cancel.
Should be yours:
- • All written content
- • Website optimizations
- • Backlinks acquired
- • Analytics access
25. "What makes you different from other SEO providers?"
Look for specific differentiators:
- • Industry specialization
- • Unique methodology or approach
- • Technology or tools they've developed
- • Team expertise or backgrounds
- • Customer service philosophy
Red flag: Generic answers like "We care about results" without specific details.
🎯 Evaluating Their Answers
Beyond what SEO experts say, pay attention to how they answer:
✅ Good Signs:
- • Confident but not arrogant
- • Willing to admit what they don't know
- • Ask clarifying questions
- • Explain technical concepts clearly
- • Realistic about timelines and results
- • Focus on your goals, not their process
🚩 Warning Signs:
- • Vague or evasive answers
- • Heavy use of jargon without explanation
- • Overpromising results
- • Pressure to sign immediately
- • Defensive when questioned
- • Can't explain their reasoning
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