{"id":105,"date":"2026-10-13T22:50:50","date_gmt":"2026-10-13T22:50:50","guid":{"rendered":"https:\/\/austins.website\/blog\/questions-to-ask-seo-consultants\/"},"modified":"2026-10-13T22:50:50","modified_gmt":"2026-10-13T22:50:50","slug":"questions-to-ask-seo-consultants","status":"publish","type":"post","link":"https:\/\/austins.website\/blog\/questions-to-ask-seo-consultants\/","title":{"rendered":"10 Questions to Ask an SEO Consultant Before You Hire"},"content":{"rendered":"

Hiring an SEO consultant<\/a> shouldn’t feel like a guessing game. You’re trusting someone with your website’s visibility, your marketing budget, and potentially a large share of your future revenue.<\/p>\n

The problem? Almost anyone can call themselves an SEO expert. Some consultants have years of experience improving business results. Others know how to put together an impressive presentation without much to show for it.<\/p>\n

Knowing what to ask SEO consultants before signing a contract can help you tell the difference.<\/p>\n

The right questions reveal how a consultant thinks, how they measure results, and whether they understand your business. They also help you spot unrealistic promises before they cost you money.<\/p>\n

Whether you’re comparing freelancers, interviewing an SEO agency, or hiring an SEO company for the first time, these 10 questions will help you make a more informed decision.<\/p>\n

1. What Is Your Process for Developing an SEO Strategy?<\/h2>\n

A good SEO strategy starts with understanding your business, not selling you a package of deliverables.<\/p>\n

Before recommending anything, an SEO consultant should want to know who your customers are, what services or products generate revenue, and how your website currently performs.<\/p>\n

Ask how they turn that information into a practical plan.<\/p>\n

What a good answer sounds like:<\/strong><\/p>\n

“We start by reviewing your website, competitors, search performance, and business goals. Then we identify opportunities based on potential impact and the resources needed to execute them. We prioritize work that supports leads and revenue.”<\/p>\n

A qualified consultant should be able to explain the role of content, website structure, technical improvements, and authority building without overwhelming you with jargon.<\/p>\n

Red flag answer:<\/strong><\/p>\n

“We use the same proven SEO package for every client.”<\/p>\n

Different businesses have different needs. A local law firm, a SaaS company, and an online retailer shouldn’t receive identical recommendations.<\/p>\n

An SEO provider who doesn’t ask about your business before proposing solutions probably isn’t building a strategy around your goals.<\/p>\n

2. How Does Your Team Conduct Keyword Research?<\/h2>\n

Keyword research is more than finding phrases with high search volume.<\/p>\n

The goal is to understand what potential customers search for, why they’re searching, and which queries are likely to lead to meaningful business outcomes.<\/p>\n

This is one of the most important questions to ask an SEO agency because keyword selection influences nearly every part of a campaign.<\/p>\n

What a good answer sounds like:<\/strong><\/p>\n

“We combine search data, competitor analysis, customer questions, and your sales priorities. We evaluate intent, competition, and business value before recommending pages or content.”<\/p>\n

An experienced SEO agency should also understand how different search intents affect the type of page needed.<\/p>\n

For example, someone searching for “what does a personal injury lawyer cost” may need an educational resource. Someone searching for “personal injury lawyer near me” may be closer to contacting a firm.<\/p>\n

The same approach applies to B2B services and ecommerce SEO.<\/p>\n

Red flag answer:<\/strong><\/p>\n

“We target whichever keywords have the highest search volume.”<\/p>\n

High volume doesn’t always mean high value. A smaller, highly relevant audience can generate more qualified leads than thousands of visitors who aren’t interested in buying.<\/p>\n

3. Can You Show Examples of Successful SEO Campaigns?<\/h2>\n

Experience matters, but evidence matters more.<\/p>\n

Ask for case studies that demonstrate what the consultant actually accomplished. Better yet, ask for examples involving businesses similar to yours.<\/p>\n

A reputable SEO agency should be comfortable discussing past results, including what worked, what didn’t, and how long improvements took.<\/p>\n

What a good answer sounds like:<\/strong><\/p>\n

“We helped a client improve qualified organic leads by identifying high-intent opportunities, fixing important site issues, and improving existing content. Here’s how we measured the change and what we learned.”<\/p>\n

Look for examples that connect SEO work to business outcomes.<\/p>\n

Useful evidence includes growth in qualified leads, sales, conversions, and organic traffic. Ask whether the results came from non-branded searches or an increase in existing brand demand.<\/p>\n

Red flag answer:<\/strong><\/p>\n

“We’ve ranked hundreds of keywords on page one, but we can’t explain how that affected the business.”<\/p>\n

Keyword rankings can be useful indicators, but rankings alone don’t pay the bills.<\/p>\n

A consultant should be able to explain how their work contributed to measurable outcomes without taking credit for every positive change.<\/p>\n

4. How Do You Approach Technical SEO and Website Improvements?<\/h2>\n

Your website needs to be accessible, understandable, and usable before content improvements can reach their full potential.<\/p>\n

Technical SEO covers issues that affect crawling, indexing, site structure, performance, and how search engines interpret your pages.<\/p>\n

You don’t need to understand every technical detail. You do need to know whether your consultant can identify problems and prioritize fixes.<\/p>\n

What a good answer sounds like:<\/strong><\/p>\n

“We begin with an SEO audit to identify issues that could prevent important pages from performing. We prioritize problems based on severity, potential impact, and implementation effort.”<\/p>\n

Ask whether they perform technical audits and how they work with your web development team. An SEO audit consultant<\/a> can help identify and prioritize these issues.<\/p>\n

A strong consultant should understand when a problem requires a developer, when it can be fixed in a CMS, and when it’s not worth spending money on.<\/p>\n

Red flag answer:<\/strong><\/p>\n

“Every technical issue must be fixed before we can work on anything else.”<\/p>\n

Not every warning from SEO tools deserves immediate attention.<\/p>\n

An experienced SEO expert knows the difference between a serious indexing problem and a minor issue that has little practical impact.<\/p>\n

5. What Strategies Do You Use to Improve Organic Search Rankings?<\/h2>\n

There isn’t one tactic that works for every website.<\/p>\n

Improving search engine ranking performance often requires a combination of useful content, better internal linking, technical improvements, and stronger authority signals.<\/p>\n

Ask the consultant to explain how they decide which tactics are appropriate.<\/p>\n

What a good answer sounds like:<\/strong><\/p>\n

“We evaluate what currently limits performance. That might mean improving existing pages, creating resources that answer customer questions, strengthening internal links, or earning relevant backlinks.”<\/p>\n

Backlinks remain one of the signals search engines can use to understand a website’s authority and relevance. But not all links are equally valuable.<\/p>\n

Ask how the consultant approaches link building, evaluates potential sources, and avoids manipulative practices.<\/p>\n

They should understand that ranking factors interact with one another. There isn’t a universal checklist that guarantees top positions.<\/p>\n

Red flag answer:<\/strong><\/p>\n

“We guarantee first-page rankings by building 500 backlinks every month.”<\/p>\n

No legitimate SEO agency can guarantee a particular ranking. Google’s own guidance on hiring an SEO<\/a> also warns against guarantees of first-place rankings.<\/p>\n

Large quantities of low-quality backlinks can create unnecessary risk. Be especially cautious of consultants who refuse to explain where their links come from.<\/p>\n

6. How Are You Thinking About AI Search and Google AI Overviews?<\/h2>\n

Search behavior is changing.<\/p>\n

People increasingly use AI search experiences to compare services, research products, and find answers without following the traditional path through search results.<\/p>\n

That includes Google’s AI Overviews and conversational platforms like ChatGPT.<\/p>\n

Any serious discussion about questions to ask an SEO agency should now include how the team is adapting to these changes.<\/p>\n

What a good answer sounds like:<\/strong><\/p>\n

“We focus on making your content useful, accessible, and easy for search systems to understand. We also evaluate how your brand appears in relevant AI-generated answers and whether those experiences influence qualified demand.”<\/p>\n

A knowledgeable consultant should understand AEO, or answer engine optimization, and how it overlaps with established search practices. A GEO consultant<\/a> can also help evaluate visibility across generative search experiences.<\/p>\n

AI SEO should not mean abandoning the fundamentals. Clear content, trustworthy information, structured website architecture, and credible third-party mentions still matter.<\/p>\n

Ask how they evaluate visibility, citations, and brand awareness across AI-powered experiences.<\/p>\n

They should also be able to explain the limits of current measurement methods.<\/p>\n

Red flag answer:<\/strong><\/p>\n

“We have a secret method that guarantees your company will appear in every AI answer.”<\/p>\n

There are no reliable guarantees of inclusion across AI-generated responses.<\/p>\n

Be skeptical of anyone claiming to control these systems or promising specific placements without evidence.<\/p>\n

7. How Do You Measure SEO Success and Report Results?<\/h2>\n

SEO reporting should help you understand whether your investment is working.<\/p>\n

Unfortunately, some reports are packed with charts that look impressive but say very little about business performance.<\/p>\n

Before hiring an SEO company, ask which metrics the consultant tracks and how they connect those numbers to your objectives.<\/p>\n

What a good answer sounds like:<\/strong><\/p>\n

“We establish SEO goals and relevant KPIs before launching. We track qualified leads, conversions, revenue where available, and supporting search metrics. Then we explain what’s changing and what we’re doing next.”<\/p>\n

A consultant may use Google Analytics, Google Search Console, and other platforms to evaluate results.<\/p>\n

Your monthly report should include meaningful performance changes, completed work, upcoming priorities, and an explanation of unexpected trends.<\/p>\n

If organic search traffic increases but leads decline, you should hear about that.<\/p>\n

Red flag answer:<\/strong><\/p>\n

“We send a dashboard showing impressions, clicks, and rankings. Everything else is up to you.”<\/p>\n

Traffic metrics have value, but they don’t tell the whole story.<\/p>\n

The best SEO services connect marketing activity to outcomes your business actually cares about.<\/p>\n

8. Who Will Work on My Account, and What Experience Do They Have?<\/h2>\n

The person selling you SEO services isn’t always the person doing the work.<\/p>\n

This matters when evaluating a large SEO agency, where sales teams, strategists, content writers, and technical specialists may all have separate responsibilities.<\/p>\n

You deserve to know who will manage your account.<\/p>\n

What a good answer sounds like:<\/strong><\/p>\n

“You’ll work directly with a strategist who oversees the campaign. Our specialists handle specific tasks, and your main contact is responsible for quality, communication, and progress.”<\/p>\n

Ask about the team’s experience with your industry and website platform.<\/p>\n

For example, local SEO for a multi-location service business involves different challenges than enterprise SaaS or an online store.<\/p>\n

You should also understand whether work is outsourced and who reviews deliverables before publication.<\/p>\n

Red flag answer:<\/strong><\/p>\n

“Our sales team handles communication, but we can’t tell you who performs the work.”<\/p>\n

A good SEO consultant doesn’t need to personally execute every task.<\/p>\n

They do need clear accountability for the work and its quality.<\/p>\n

9. How Do You Adapt When Search Algorithms Change?<\/h2>\n

Search engines update their systems regularly. Rankings fluctuate, competitors improve their websites, and customer behavior changes.<\/p>\n

A successful campaign needs room to adapt.<\/p>\n

Ask how the consultant responds to algorithm changes and unexpected performance declines.<\/p>\n

What a good answer sounds like:<\/strong><\/p>\n

“We monitor performance trends, investigate potential causes, and compare changes against known updates, competitors, and website modifications. We adjust based on evidence rather than reacting to every fluctuation.”<\/p>\n

An experienced consultant should avoid treating every ranking drop as an algorithm penalty.<\/p>\n

They should investigate whether the issue involves technical problems, changes in search intent, stronger competition, or something else.<\/p>\n

Red flag answer:<\/strong><\/p>\n

“We know exactly how Google’s algorithm works, so updates don’t affect our clients.”<\/p>\n

Nobody outside Google has complete knowledge of its systems.<\/p>\n

A credible consultant acknowledges uncertainty, tests assumptions, and explains what the available evidence supports.<\/p>\n

10. What Will the First 90 Days Look Like?<\/h2>\n

This might be the most practical question on the list.<\/p>\n

Before you sign a contract, you should understand what the consultant plans to accomplish, what they need from your team, and how progress will be communicated.<\/p>\n

A discovery call is a good place to begin this discussion.<\/p>\n

What a good answer sounds like:<\/strong><\/p>\n

“The first month focuses on research, access, and identifying priorities. Then we begin implementing the highest-impact improvements. By day 90, you’ll have a clear picture of completed work, early indicators, and the next priorities.”<\/p>\n

The exact schedule should depend on your website and resources.<\/p>\n

Ask what deliverables are included, who approves changes, and whether content or web development costs are covered.<\/p>\n

You should also clarify contract length, cancellation terms, ownership of deliverables, and access to your accounts.<\/p>\n

Red flag answer:<\/strong><\/p>\n

“Pay us for six months, and we’ll tell you what we’re doing once the campaign gets started.”<\/p>\n

SEO results take time, but transparency should begin immediately.<\/p>\n

You shouldn’t need to wait months to understand what you’re paying for.<\/p>\n

How to Compare SEO Consultants After the Interviews<\/h2>\n

Asking good questions is only half the process. You also need a consistent way to evaluate the answers.<\/p>\n

When comparing consultants, look for evidence of strategic thinking, practical experience, transparent communication, and an understanding of your business.<\/p>\n

The best questions to ask an SEO agency reveal whether the team can explain its recommendations in plain English.<\/p>\n

Consider these five criteria:<\/p>\n

    \n
  1. Business understanding:<\/strong> Do they connect recommendations to your customers and revenue?<\/li>\n
  2. Relevant experience:<\/strong> Can they demonstrate results in similar situations?<\/li>\n
  3. Transparency:<\/strong> Do they explain their methods, deliverables, and limitations?<\/li>\n
  4. Measurement:<\/strong> Can they distinguish meaningful progress from vanity metrics?<\/li>\n
  5. Accountability:<\/strong> Is it clear who performs the work and owns the outcomes?<\/li>\n<\/ol>\n

    Price matters, but the cheapest proposal isn’t necessarily the best investment.<\/p>\n

    An SEO agency that identifies three high-impact opportunities may provide more value than one offering dozens of low-priority deliverables.<\/p>\n

    Likewise, a higher monthly fee doesn’t automatically mean better work.<\/p>\n

    When evaluating an SEO expert, pay attention to how they respond when they don’t know something. Good consultants ask follow-up questions, acknowledge uncertainty, and explain how they’ll find answers.<\/p>\n

    Final Thoughts: Hire for Judgment, Not Promises<\/h2>\n

    The goal of interviewing an SEO consultant isn’t to find someone who knows the most technical terms.<\/p>\n

    It’s to find someone who understands your business, makes sound decisions, and can explain how their work contributes to growth.<\/p>\n

    The most useful questions to ask an SEO agency focus on process, evidence, accountability, and outcomes.<\/p>\n

    Look for clear thinking instead of complicated presentations. Ask for proof instead of promises. And make sure you understand what you’re buying before signing a contract.<\/p>\n

    A good consultant should make your marketing decisions easier, not more confusing.<\/p>\n

    Frequently Asked Questions About Hiring SEO Consultants<\/h2>\n

    What questions should I ask an SEO consultant before hiring them?<\/h3>\n

    Ask about their strategy development process, relevant client results, technical capabilities, content approach, reporting methods, and experience with AI-powered search. You should also clarify who will perform the work, what the first 90 days include, and how success will be measured.<\/p>\n

    How can I tell whether an SEO consultant is legitimate?<\/h3>\n

    Look for clear explanations, relevant examples, transparent pricing, and realistic expectations. A legitimate consultant should be willing to discuss previous work and explain both successes and limitations. Avoid anyone promising guaranteed rankings or refusing to describe their methods.<\/p>\n

    How much should I pay an SEO consultant?<\/h3>\n

    Costs vary based on the scope of work, consultant experience, website complexity, and competitive environment. Rather than choosing solely on price, compare deliverables, responsibilities, and expected business value. Request a clear proposal that separates recurring work from additional expenses.<\/p>\n

    How long does SEO take to show results?<\/h3>\n

    Some improvements can produce measurable changes within weeks, while competitive campaigns may take several months or longer. The timeline depends on your website’s condition, competition, available resources, and the work being performed. Ask consultants to explain their assumptions instead of promising a fixed outcome.<\/p>\n

    Should I hire a freelancer or an SEO agency?<\/h3>\n

    A freelancer may be a good fit when you need direct access to an experienced specialist or have a focused project. An SEO agency may offer broader resources for content, technical work, and ongoing execution. The better choice depends on your needs, budget, and the experience of the people actually doing the work.<\/p>\n

    What should I expect from an SEO consultant each month?<\/h3>\n

    Expect clear communication, progress on agreed priorities, performance analysis, and recommendations for next steps. Deliverables will vary by engagement, but you should understand what was completed, why it matters, and what the consultant plans to do next.<\/p>\n

    For additional guidance, see how to choose an SEO consultant<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

    Hiring an SEO consultant? Ask these 10 questions to evaluate their strategy, results, reporting, and AI search expertise before signing a contract.<\/p>\n","protected":false},"author":0,"featured_media":106,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"pagelayer_contact_templates":[],"_pagelayer_content":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-105","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/austins.website\/blog\/wp-json\/wp\/v2\/posts\/105","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/austins.website\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/austins.website\/blog\/wp-json\/wp\/v2\/types\/post"}],"replies":[{"embeddable":true,"href":"https:\/\/austins.website\/blog\/wp-json\/wp\/v2\/comments?post=105"}],"version-history":[{"count":0,"href":"https:\/\/austins.website\/blog\/wp-json\/wp\/v2\/posts\/105\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/austins.website\/blog\/wp-json\/wp\/v2\/media\/106"}],"wp:attachment":[{"href":"https:\/\/austins.website\/blog\/wp-json\/wp\/v2\/media?parent=105"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/austins.website\/blog\/wp-json\/wp\/v2\/categories?post=105"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/austins.website\/blog\/wp-json\/wp\/v2\/tags?post=105"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}