How to hire SEO services
🐢 You don’t need a big budget for SEO, just time and patience.
🛠️ DIY SEO gives you more control but can distract from other business areas.
🚀 Hiring an SEO expert saves time and delivers faster results if you find the right fit.
🌱 Start with DIY SEO and hire help later when you’re ready to grow.
When I first started as the managing editor of a personal finance website in 2016, I assumed that “doing SEO” simply meant sprinkling keywords into blog posts and waiting for Google to notice. Like many editors and content managers, I soon realized that search engine optimization is far more complex. Deciding whether to handle it yourself or hire an SEO service is one of the most important marketing choices you’ll make.
I wrote this guide specifically for you, a small business owner or marketing manager, who juggles multiple priorities. I will share my experiences with SEO, drawing on both personal practice and collaborations with agencies and freelancers.
We’ll examine the realities of working with SEO services and freelancers, as well as the pros and cons of outsourcing. Additionally, I’ll share a checklist for hiring a reliable SEO partner. By the end, you’ll have the confidence to choose the path that best fits your budget, bandwidth, and goals.
What to consider before hiring an SEO service
Before you decide whether to roll up your sleeves or bring in outside help, it’s worth pausing for a gut check. I’ve been on both sides. I’ve done SEO myself with no budget, and I’ve worked alongside teams with full-service retainers.
In both scenarios, the outcomes ultimately depended on a few practical factors: the amount of time I had, what I aimed to achieve, and how steep a learning curve I was willing to tackle.
If you’re in that early decision-making stage, here’s what I recommend thinking through first.
1. Your budget and willingness to invest
Search engine optimization is an investment in long‑term growth. In recent years, the agencies I partnered with were charging small businesses between $500 and $1,500 per month for professional SEO services. Medium-sized companies paid between $2,000 and $5,000 per month, while large enterprises may invest between $5,000 and $20,000 or more.
If that level of spending isn’t realistic right now, DIY SEO keeps costs lower but requires sweat equity and subscription fees for tools (SEMRush and Ahrefs alone will cost you nearly $200 a month).
Carefully evaluate what you can afford over at least six months because meaningful SEO results rarely appear overnight.
2. How much time can you realistically commit?
Search engine optimization isn’t a “set it and forget it” task. It demands ongoing keyword research, content development, technical optimization, and outreach. Depending on your goals and experience level, you could spend anywhere from a few hours a week to full workdays managing it. If you have a busy schedule, outsourcing SEO may be the only way to make progress.
3. Your marketing goals and timeline for results
Be clear about what you want to achieve. Is your goal to drive local foot traffic, rank nationally for product keywords, or build brand authority?
Ambitious objectives, competitive niches, or international targeting typically require more in-depth expertise. Simple goals, like optimizing blog posts, may be manageable on your own. Just remember: SEO is cumulative. Results often take three to six months or longer to appear.
4. Your level of SEO knowledge or willingness to learn
When I first attempted on‑page optimization, I spent weeks learning how to craft compelling title tags, structure URLs, and align content with search intent. Tools such as Google Search Console make it easier by providing a “health check‑up” for your site, including performance tracking, index coverage reports, URL inspection, and security alerts.
If you’re eager to develop skills and stay up-to-date with SEO best practices, DIY may be a rewarding experience. If algorithms, canonical tags, and schema markup leave you cold, hiring help will likely save time and frustration.
5. Tools and platforms you're already using
Basic SEO requires specific tools. Google Search Console is a free tool that helps you monitor clicks, impressions, and indexing status. Google Analytics (GA4) is another free tool that provides insights into user behavior and conversion data.
For keyword research, you can use free tools like Google Keyword Planner or opt for paid suites like Semrush to identify important search terms relevant to your audience.
Content management systems like WordPress offer plugins that simplify the creation of meta tags and schema markup.
Take a moment to analyze the tools you already have at your disposal, and identify any that you need to acquire.
Should you do SEO yourself?
When deciding whether to hire an SEO service or manage it internally, it’s helpful to weigh the trade-offs. Here’s a quick breakdown of the pros and cons based on my own experience doing both:
Pros of doing SEO yourself
- You have complete control over your SEO strategy and execution.
- You gain valuable skills and a deeper understanding of how SEO works.
- You save money on upfront costs compared to hiring outside help.
Cons of doing SEO yourself
- SEO tasks take time away from other parts of your business.
- There’s a steep learning curve and potential for costly mistakes.
- It may take a long time to see statistically significant results.
What to expect when hiring an SEO service
If you are considering hiring an SEO expert, it’s helpful to understand what working with such a service entails. I’ve collaborated with both freelancers and agencies over the years, and while the experience can vary, most SEO providers follow similar structures when it comes to pricing, deliverables, and scope of work.
This section outlines what to expect, so you can make an informed decision and avoid common pitfalls.
Working with SEO freelancers vs. agencies
When deciding between SEO freelancers and agencies, it’s important to consider their unique approaches and abilities. Freelancers often specialize in a few specific areas, such as on-page optimization, technical audits, link building, or local SEO, and typically charge by the hour or per project.
SEO agencies typically offer a comprehensive range of services, delivered by a cohesive team of specialized professionals. While freelancers may be more affordable upfront, agencies tend to provide a broader range of services and strategic support. Therefore, the choice is mainly dependent on your specific needs and goals.
Costs and typical service models
Understanding pricing structures is crucial when assessing SEO services, as they can vary significantly within the industry.
Standard pricing models include:
- Monthly retainers are used for ongoing optimization and reporting services.
- Single project-based fees often apply to one-time tasks, such as SEO audits or site migrations.
- For smaller projects, hourly rates may be more appropriate for consultations or minor adjustments.
When comparing quotes from SEO providers, ask exactly what they include in their services: keyword research, on-page optimization, content creation, technical fixes, link building, and detailed reporting.
Additionally, beware of deals that seem too good to be true, as legitimate SEO requires significant time and resources to deliver results.
Common services included in SEO packages
Most reputable SEO agencies and experienced freelancers typically offer a similar core set of services:
- Keyword research and analysis: Identifying relevant search queries and strategically mapping them to appropriate pages on your site.
- Content creation and optimization: Developing high-quality content that matches search intent while incorporating structured headings, target keywords, and proper alt tags.
- Technical SEO audits and fixes: Systematically improving site architecture, fixing broken links, resolving duplicate content issues, and ensuring fast load times.
- Link building and outreach: Acquiring authoritative backlinks through strategic blogger outreach, digital PR campaigns, and other proven tactics.
- Ongoing monitoring and reporting: Continuously tracking keyword rankings, organic traffic, and conversions while adjusting strategies based on performance data.
Warning signs of bad SEO providers
Watch for red flags when hiring SEO services. Be cautious of those who mention “secret techniques” or proprietary methods without explanation. SEO best practices are transparent and well-documented; there’s no magic involved.
Companies ranking for terms like “best SEO company” might not always be the most reliable. Many trusted providers focus on serving their clients rather than optimizing for competitive keywords.
Be cautious about paid “top SEO” lists, as they often operate on a pay-to-play basis rather than being based on genuine merit. Instead, seek referrals from trusted sources, have in-depth discussions with potential providers, and request real examples of their previous work and results.
How to hire an SEO service: a step‑by‑step process
If you decide to bring in help, following this SEO hiring process will help. I’ve witnessed the consequences of teams hurrying through the selection process or choosing the flashiest provider without proper research.
It’s worth taking the time to vet your options and work with someone who understands your goals. Here’s a step-by-step approach I recommend.
Step 1: Define your goals
Sit down with your team and determine what you want to achieve with SEO, whether it’s increasing traffic from a specific audience, driving higher sales from organic search, or improving brand perception.
Avoid vague goals like “rank number one for all keywords” and focus instead on how SEO will support measurable business outcomes.
Consider creating specific, time-bound objectives that you can track and measure. For example, instead of saying “we want more traffic,” try “we want to increase organic traffic from our target demographic by 40% within 12 months, leading to at least 25 additional qualified leads per month.”
These types of SMART goals, or even OKRs, will help you evaluate potential SEO freelancers more effectively and make sure everyone knows what success looks like. Document these goals and share them with every SEO candidate you interview.
Step 2: Filter your options
Make a shortlist of three to five SEO companies or freelancers whose services reflect your goals. Ask trusted friends, professional contacts, and industry insiders for recommendations instead of relying solely on search engine rankings.
Begin by reaching out to your professional network, including colleagues in similar industries, members of trade associations, or LinkedIn connections with experience in SEO services. You can also check case studies on provider websites, but verify these claims during the interview process.
Consider the size and complexity of your project when filtering. An SEO freelancer might be perfect for a local business with straightforward needs, while a large e-commerce site might require an agency with diverse expertise and resources.
Step 3: Ask the right questions
When interviewing candidates, ask for examples of their successful results and verify their references. Inquire about their business experience, digital marketing expertise, reporting methods, number of websites they can manage within your budget, and proposed tactics. A reputable provider should clearly explain their approach and avoid promising unrealistic shortcuts.
Prepare a standard set of questions for candidates, like: “How would you approach keyword research for our industry?” or “Which tools do you use for tracking and reporting, and how often will we get updates?”
Watch how they handle technical questions; they should explain complex concepts clearly and respectfully. Be wary of providers who won’t share their client list, guarantee quick first-page rankings, or use high-pressure sales tactics.
Step 4: Evaluate fit and communication
Select an SEO service or freelancer you trust and with whom you can communicate effectively. Cultural fit matters because you’ll be sharing sensitive data and collaborating on strategy.
Schedule a working session or strategy call with your top candidates to see how they interact with your team. Notice if they ask thoughtful questions, listen to concerns, and offer constructive feedback.
Consider factors like time zones, communication preferences (email, phone, video calls), and availability for urgent issues. A technically skilled provider who is hard to reach or dismissive can be frustrating.
Step 5: Review price and contract structure
Ensure the costs reflect your budget and that the contract clearly outlines deliverables and accountability. Seek transparency on included SEO services, success metrics, and project timelines.
Review contract terms carefully, focusing on cancellation policies, deliverable timelines, and results. Understand if you’re paying for hours worked, specific outcomes, or both.
Ask about additional costs that might arise, such as premium tool subscriptions, paid advertising for link building, or content creation fees. A well-structured contract should include regular check-ins, progress metrics, and options for strategy adjustments if needed.
Step 6: Check referrals and reputation
Strong referrals from credible sources and verified case studies are always good signs. If possible, speak directly with current or former clients about their experience. Ask specific questions like “What was their biggest win for your business?” and “What would you change about working with them?”
Look for patterns in the feedback. If several clients mention poor communication or missed deadlines, take note. Research the provider’s online reputation by checking review sites, Better Business Bureau ratings, and their social media presence. While no provider is perfect, consistent complaints about the same issues should raise a red flag.
Ready to accelerate your SEO results?
SEO can feel like a 10,000-piece puzzle, but you don’t have to solve it alone. If you’re just getting started or looking to elevate your current efforts, having an experienced SEO consultant can save you months of trial and error while helping you avoid costly mistakes.
I work with businesses like yours to develop SEO strategies that deliver measurable results. From technical audits and keyword research to content optimization and link building, I’ll help you build the sustainable organic growth your business deserves.
Schedule a free consultation to discuss your goals and explore how we can collaborate to improve your search visibility and drive more qualified traffic to your site.
FAQs about DIY SEO vs. hiring an SEO service
Can AI tools help me manage SEO on my own?
Yes, AI tools can help manage your SEO, but be aware of their limitations. AI tools can analyze top-ranking pages, suggest relevant keywords, and optimize content structure, saving time on research and initial drafts. However, they can’t understand your brand voice, make strategic decisions about which opportunities to prioritize, or adapt to algorithm changes. Use AI as a research assistant, but rely on your judgment for strategy and final content decisions.
How much should I expect to pay for a professional SEO service?
Small businesses typically pay between $500 and $1,500 monthly for basic services, such as keyword research and on-page optimization. Mid-sized companies typically spend $2,000–$5,000 for more comprehensive strategies, while enterprises often invest $5,000–$ 20,000 or more for full-service SEO. One-time projects, such as audits, range from $1,000 to $5,000. Always compare the specific SEO services a freelancer includes. Some agencies bundle content creation and technical SEO fixes, while others charge separately for each.
What tools do I need to start doing SEO myself?
Start with Google Search Console (free) to monitor your site’s search performance and Google Analytics to track visitor behavior. Add a keyword research tool, such as Google Keyword Planner or Ubersuggest, to generate content ideas. If you’re using WordPress, install an SEO plugin like SmartCrawl Pro or RankMath to simplify technical optimization. As you grow, consider investing in tools like Ahrefs or SEMrush for competitor analysis and backlink research.
Can I start with DIY SEO and switch to an agency later?
Starting with DIY SEO and switching to an agency later is an ideal approach. Learning SEO basics—keyword research, on-page optimization, and content creation—helps you understand what good SEO work looks like. When you’re ready to scale or tackle technical challenges, you’ll be able to evaluate agencies more effectively and collaborate more productively. Many successful businesses follow this path, using their early experience to become better clients.
How do I know if my SEO efforts are actually working?
Focus on business outcomes, not just rankings. In Google Search Console, track the increase in clicks and impressions for relevant keywords. In Analytics, monitor organic traffic growth and user engagement metrics, such as time on page and bounce rate. Most importantly, measure conversions, such as sales, leads, or sign-ups, from organic search. Set realistic expectations: meaningful SEO results typically take 3-6 months to appear.
