As a business owner, you know getting found online is critical to your success. This is where Search Engine Optimization, or SEO, comes in. But SEO can be complicated, constantly changing, and time-consuming. Many business owners choose to outsource this to an SEO consultant or SEO agency, but finding the right SEO company is another hurdle. What do you ask SEO consultants to figure out if they’re the right fit and gauge their SEO expertise?
Let’s break down the crucial questions to ask potential SEO consultants during an initial consultation. This will help ensure you are partnering with a true professional who can help you achieve your business goals.
Table of Contents:
- Evaluating Experience and Expertise
- Understanding Their Approach
- FAQs About What To Ask SEO Consultants
- Conclusion
Evaluating Experience and Expertise
Before digging into strategic questions, make sure you get a feel for their overall competency.
Industry Knowledge
Google itself recommends finding someone with a background in your industry. This is more important than a big flashy client list. Someone experienced with e-commerce SEO will have very different tactics than a local service business. Ask about their familiarity with your industry, but also about the specific SEO strategies for your type of website.
Transparency and Reporting
Upfront, clarify how they’ll communicate with you. Will you have direct access to the SEO expert, or will you deal with an account manager? How often can you expect detailed reports on your SEO campaigns? Monthly reporting with key metrics and action items is reasonable. If an agency balks at clear communication, it’s a red flag.
This is part of their job — being accountable to you. A good SEO consultant will be transparent about their process. Ask about their reporting methods to understand how they track progress and communicate results.
Success Metrics
Speaking of accountability, don’t fall for vague promises. Google actually prohibits SEO professionals from “guaranteeing results.” Ranking #1 for a keyword in a month is impossible. A legitimate SEO consultant won’t make promises they can’t keep.
Instead, a good SEO consultant will discuss realistic outcomes tied to your business goals. Increased website traffic isn’t enough. Are they focused on conversions? Leads? Ask how they measure success, what data points matter, and for examples from past clients. Ideally, ask for case studies demonstrating this.
Understanding Their Approach
Once you get past general competency, it’s time to dig into their methodology to ensure it aligns with current best practices.
Holistic Strategy: Not Just Keywords
Gone are the days of stuffing a page with keywords. SEO is now holistic. Ask how they plan to:
- Improve technical aspects: Site speed, mobile-friendliness, crawlability
- Optimize existing content
- Create high-quality, relevant new content
- Build natural backlinks — More on this later.
Their answer should cover both on-page optimization and off-page optimization, going beyond just slapping on keywords. It’s important to find out how they approach on-page optimization, off-page optimization, and technical SEO.
Adapting to the Ever-Changing Landscape of Search
With Google tweaking its algorithms hundreds of times yearly, remaining dynamic is crucial. What should you ask SEO consultants to guarantee they’re up-to-date on the latest algorithm changes?
First, what sources do they use to stay informed about search engine optimization? Following industry blogs is a good start (like Google’s own Webmaster Central Blog). However, they should also mention attending conferences or taking part in SEO communities. They need to be proactively learning about search engine optimization best practices, not just reacting once changes have happened.
The Dreaded ‘B’ Word: Backlinks
Building backlinks from reputable sites remains a big ranking factor. But there are right ways…and BLACK-HAT ways that can kill your rankings long-term. Don’t underestimate the importance of building high-quality backlinks to your site. Ask potential SEO consultants about their link-building strategies.
So before you hire someone blindly, familiarize yourself with ethical vs. unethical link building (this guide is helpful). Then, ask about their strategies. Will they spam comments for you? Buy cheap links? Those are huge NOs. Look for natural approaches: guest blogging, outreach, and creating content so good that others naturally want to link to it.
Tools of the Trade (and Budget.)
Like any professional, SEOs need the right tools. Ask which SEO tools they use, and be wary of reliance on entirely free options. Those are great for beginners, but SEO professionals should be using paid tools to give them that competitive edge in data analysis. Some to look out for:
| Category | Tool Examples | What It Helps With |
|---|---|---|
| Keyword Research | SEMRush, Ahrefs, Moz | Finding relevant keywords, analyzing competitor keywords, and identifying keyword opportunities |
| Technical SEO | Screaming Frog, DeepCrawl, Google Search Console | Website audits, identifying broken links, and finding technical issues affecting SEO |
| Backlink Analysis | Ahrefs, Majestic, Moz | Researching competitor backlink profiles, finding new backlink opportunities, and analyzing backlink quality |
While this question seems minor, it can reveal a lot about the seriousness of their SEO efforts (and justify their pricing). Speaking of which…don’t shy away from upfront money talk. SEO is an investment, and you need budget alignment from the start. Is it project-based, hourly, retainer? What’s their cancellation policy? Get it in writing.
FAQs About What To Ask SEO Consultants
How do I choose a good SEO consultant?
Choosing a good SEO consultant comes down to researching their background, checking references, and ensuring their approach aligns with current SEO best practices. Look for a proven track record of success, a focus on ethical practices, and clear communication.
How do I evaluate an SEO Specialist?
Evaluation goes beyond their experience: dig into their strategies, tools, reporting, and understanding of your business goals. This is as much about fit as skill set. A good SEO expert should be able to explain their methods clearly and concisely. They should also be willing to answer your questions and address your concerns.
Are SEO consultants even worth it?
SEO done right takes time and expertise. For businesses serious about organic growth but lacking the resources, the right SEO consultant offers a huge ROI over the long term. Think of them like investing in your business’s digital foundation.
Conclusion
Finding the right SEO partner can make or break your online presence. Don’t be afraid to ask tough questions; a true professional will welcome the scrutiny. By understanding their approach, experience, and commitment to your success, you can confidently navigate the complex world of SEO. Now go out there and make your website a search engine superstar.
