Before hiring an SEO, ask what exactly they will do, who does the work, how they will measure results, how they handle technical issues, and what they cannot control. Be cautious of guaranteed rankings, vague deliverables, secrecy about methods or no access to your data.
Questions to ask before you hire an SEO
1. What exactly will you do?
A good answer is specific: an audit, a list of prioritised fixes, content or page changes, schema, reporting. A vague answer such as "optimise your site" tells you nothing about the work.
2. Who will actually do the work?
Find out whether the person you speak to does the work or passes it to someone else, and how much time is included each month.
3. How will you measure results?
Look for clicks and leads from Google Search Console and your analytics, not vanity measures. You should be able to see the same data yourself. Ask how they will report on AI search traffic as well.
4. How do you handle technical SEO?
They should be able to explain crawling, indexing, redirects, speed and schema in plain language, and tell you what a technical audit would cover for your site.
5. What can't you control?
An honest SEO will say they cannot control Google or guarantee rankings, and that results take time. See how long SEO takes.
6. Can I see real examples?
Ask for case studies with measured results, even if client names are confidential. Our case studies show Google organic clicks from Search Console, before and after.
7. What do you need from me?
Good SEO needs access and decisions from you, such as site access, approvals and information about your customers. If nothing is needed from you, be sceptical.
8. How are you paid and what happens if I leave?
Understand the contract length and what you keep. You should own your accounts, content and data. See how much technical SEO costs for what drives the price.
Red flags
- Guaranteed rankings or guaranteed first-page results.
- Secret methods or refusal to explain the work.
- No access to your own Search Console or analytics.
- Buying links or mass-produced low-quality content.
- A price quoted without looking at your site.
If you want to see how we work, request a technical audit and we will show you what we find.
Should an SEO guarantee first-page rankings?
No. Nobody controls Google, so a guarantee is a red flag. A good SEO commits to specific work and clear reporting instead.
Should I choose a freelancer or an agency?
It depends on the size of the job. A skilled freelancer can suit a focused technical project, while an agency suits broad, multi-channel work. Judge on the answers above, not the label.
Should I own my Search Console and analytics accounts?
Yes. They should be set up in your name, with the SEO given access. You keep the data if you change provider.