26 Questions to Ask When Hiring an SEO Company or Consultant

How to find a good SEO consultant by asking the right questions

Hiring a freelance SEO consultant can transform your business, but only if you choose carefully. SEO is easy to oversell, and the wrong hire can drain your budget without moving the needle. Over the years, I have retained freelancers and learned that the questions you ask up front reveal almost everything about how they will work with you.

If you’re wondering what to ask SEO consultants, these questions will help you understand what to look for when you bring in outside help. This guide shares the most important questions to ask when hiring an SEO company or consultant. It also shows what a strong response looks like, along with signs that should raise concern.

Questions about experience and background

1. Have you worked with businesses like mine before

Industry experience is a key part of how to find a good SEO consultant. Someone who has worked with e-commerce will know how to optimize product pages and handle faceted navigation, while a consultant who has worked with local businesses will understand maps and citations.

• A strong response: “I worked with a local dental practice last year, and here is how we improved their visibility in maps and organic search.”
• A concerning response: “SEO is SEO, it works the same in every industry.” That usually means they overlook unique challenges.

2. Can you show examples of freelance projects and results

Asking this question helps you separate talk from proof. A reliable consultant should be able to share case studies or anonymized reports that demonstrate how their work translated into measurable results.

• A strong response: “Here is a project where I increased organic conversions by 30 percent in six months.”
• A concerning response: “I cannot share any examples because of confidentiality.” While NDAs are real, most experienced consultants can provide at least one example.

3. How long have you been freelancing in SEO, and how many projects have you handled

Longevity in SEO is useful, but the variety and volume of projects often matter more. This question gives you a sense of how battle-tested the consultant really is and whether they can adapt to different business models.

• A strong response: “I have been freelancing for four years and completed over 50 projects across SaaS, retail, and local service businesses.”
• A concerning response: “I have been in SEO for 12 years,” with no project details to back it up.

4. Do you have references or testimonials from past clients

References validate the story a consultant tells you about their work. If they have satisfied clients, they should be comfortable sharing testimonials or offering introductions to people they have worked with.

• A strong response: “Yes, I can provide two client references, and here are testimonials from my portfolio.”
• A concerning response: Hesitation or excuses about not having any available.

Questions about process and approach

5. What is the first thing you will do if I hire you

This question reveals whether the consultant takes a thoughtful approach or jumps straight to tactics. The best consultants begin with discovery and an SEO website audit, rather than relying on quick fixes.

• A strong response: “I begin with a full SEO audit and competitor review before recommending changes.”
• A concerning response: “I will start building links and adjusting meta tags right away.” That points to a cookie-cutter approach.

6. How do you approach keyword research

Keyword research is at the heart of every SEO strategy. Asking this helps you determine if the consultant is considering search intent and customer journeys or simply selecting keywords based on volume. Good keyword research should also tie directly into content strategy planning.

• A strong response: “I map keywords to different stages of the buyer journey, then build a strategy around awareness, consideration, and decision.”
• A concerning response: “I pick the highest volume terms from a keyword tool.”

7. What is your philosophy on backlinks

Backlinks are one of the most important off-page SEO interview questions you can ask. The way a freelancer answers will tell you if they prioritize quality over quantity. Understanding on-page SEO vs. off-page SEO will also help you see whether their backlink philosophy is balanced with broader optimization efforts.

• A strong response: “I focus on earning links through content campaigns, digital PR, and partnerships with relevant sites.”
• A concerning response: “I can get you hundreds of backlinks in a month.” That usually means low-quality links.

8. Do you follow search engine guidelines and keep up with algorithm updates

SEO is constantly evolving, so you need someone who adapts with it. This question determines whether the consultant monitors changes, such as new algorithm updates or optimizing content for AI platforms, and adjusts their strategies accordingly.

• A strong response: “Yes, I keep track of Google updates like Helpful Content and Core Web Vitals and adapt strategies for each client.”
• A concerning response: “I do what works for me and ignore updates.”

9. What SEO tools do you use, and why

The tools a consultant uses provide insight into how they analyze performance. Asking this shows if they invest in high-quality resources across keyword research, technical SEO, and reporting.

• A strong response: “I use Ahrefs for backlink research, Screaming Frog for technical SEO, and GA4 for performance tracking.”
• A concerning response: “I only use free tools.” That can limit the depth of their analysis.

10. Do you take a holistic view of SEO

Search optimization is not just about rankings; it should connect to user experience and conversions. This question reveals whether they consider technical, on-page, and off-page SEO as a unified approach.

• A strong response: “I combine technical SEO, content quality, site speed, and conversion tracking.”
• A concerning response: “I only optimize on-page elements.”

Questions about communication and collaboration

11. Will I be working directly with you

Transparency is critical when hiring a freelancer. You need to know if the person you interview is the one doing the work or if they subcontract out specific tasks. This is one reason many businesses prefer hiring a solo consultant over larger agencies.

• A strong response: “Yes, you will work directly with me on every task.”
• A concerning response: “I sometimes subcontract parts of the work, but I do not disclose details.”

12. How do you prefer to communicate

Communication style can make or break a partnership. Asking this ensures you know what to expect and whether your candidate’s rhythm matches your team’s needs.

• A strong response: “I provide weekly updates by email and monthly calls, but I am flexible.”
• A concerning response: “Just email me when needed.” That may suggest limited availability.

13. How much of my time will you need

Setting expectations early prevents frustration later. Some consultants are very independent, while others require regular approvals.

• A strong response: “I will need one onboarding call and then brief monthly check-ins.”
• A concerning response: “I will need daily input from you.”

14. Do you provide training or documentation for my team

This question highlights whether the freelancer adds value beyond execution. Sharing knowledge creates long-term benefits for your team.

• A strong response: “Yes, I create documentation and can run short training sessions if needed.”
• A concerning response: “I only do the work myself and do not provide training.”

Questions about costs, scope, and flexibility

15. What services do you provide as a freelancer

Not every consultant covers all areas of SEO. Asking this ensures their skills align with your priorities, whether you need technical SEO, content optimization, or off-page SEO.

• A strong response: “I provide technical audits, keyword research, content optimization, and off-page SEO.”
• A concerning response: “I do everything in digital marketing.” That can mean a lack of depth.

16. What is your pricing structure

Pricing can vary widely among freelancers. This question helps you understand if they charge hourly, per project, or on retainer, and whether it matches your budget.

• A strong response: “I charge per project for audits and offer monthly retainers for ongoing work.”
• A concerning response: Avoids answering directly.

17. What is included in your scope of work, and what costs extra

Scope creep can lead to hidden costs. Clarifying this now saves you surprises later.

• A strong response: “The scope includes research, implementation, and reporting. Content creation is available as an add-on.”
• A concerning response: “We will sort that out later.”

18. Do you require a contract, and how flexible are the terms

Contracts are standard, but they should not lock you into something you cannot exit. Asking about them is one of the most practical SEO company screening questions.

• A strong response: “My contracts include a 30-day notice period for ending the engagement.”
• A concerning response: “I require a one-year contract with no early exit.”

19. Do you take on one-time projects as well as ongoing support

Some businesses require audits, while others require long-term support. This question confirms whether the consultant works in the way you need.

• A strong response: “Yes, I handle one-time audits as well as ongoing monthly SEO.”
• A concerning response: “I only work on long-term retainers.”

Questions about results and reporting

20. What metrics do you track to measure success

The right metrics connect directly to your business goals. Asking candidates to define their metrics is one of the most important questions to ask an SEO company, as it reveals whether they prioritize rankings or actual impact.

• A strong response: “For e-commerce clients, I focus on organic revenue. For service businesses, I track leads and conversions.”
• A concerning response: “I track keyword rankings only.”

21. Can you show me a sample report from another project

Reports show you how the freelancer communicates and explains results. Strong reporting, backed by content audit tools, highlights opportunities and risks, builds trust, and helps justify SEO spending to leadership.

• A strong response: “Here is a sample monthly report that highlights progress, challenges, and next steps.”
• A concerning response: “I do not provide reports.”

22. How often will you update me on progress, and in what format

Update frequency is a common SEO interview question that sets the tone for accountability. Agreeing on this up front avoids misalignment later.

• A strong response: “I send detailed monthly reports and provide interim updates if major issues arise.”
• A concerning response: “I will update you when I have news.”

Questions about cultural fit

23. How do your services align with my business goals

SEO should never happen in a vacuum. This question assesses whether the consultant ties their work to outcomes such as leads, sales, or brand growth.

• A strong response: “Your focus is lead generation, so I will optimize your landing pages and track form submissions.”
• A concerning response: “I will get you more traffic.”

24. Have you ever turned down a project, and why

This question reveals honesty and judgment. A freelancer who knows when to walk away usually has integrity and clear standards.

• A strong response: “Yes, I declined a client who wanted guaranteed rankings.”
• A concerning response: “No, I take every project.”

25. What is your process if we disagree on priorities

Conflict resolution is part of any partnership. The answer shows you whether the freelancer listens or insists on their way.

• A strong response: “I will explain my reasoning, but ultimately align with your business goals.”
• A concerning response: “I always know best.”

26. What do you value in long-term client relationships

This final question reveals their philosophy on partnerships. Their answer reveals whether they think transactionally or strategically.

• A strong response: “I value open communication and measurable outcomes that tie back to business goals.”
• A concerning response: “I value clients who do not ask too many questions.”

Red flags to watch for

Even if a freelancer answers your questions well, there are warning signs that should make you think twice before moving forward. Many of these overlap with the questions to ask an SEO agency, but they apply just as much when you are working with independent consultants.

• Guaranteed rankings. No SEO consultant can promise first-page rankings, and anyone who says otherwise is overselling.
• Vague link-building practices. Off-page SEO interview questions often expose this. If a consultant avoids explaining how they earn backlinks, that is a concern.
• Focus only on traffic. Common SEO interview questions should always connect traffic to conversions or revenue. If someone talks only about rankings, they are missing the bigger picture.
• Outsourcing without disclosure. If you hire a freelancer, you expect to work directly with them. Passing work to unknown subcontractors creates risk.
• Refusal to show reporting examples. Technical SEO interview questions often lead to sample reports. If they cannot share any, they may not have a proven process in place.

Asking thorough SEO company screening questions helps you avoid these red flags. The right consultant will be transparent, realistic, and able to clearly explain their process.

Looking for the right SEO consultant? Let’s talk

You now have the most important questions to ask when hiring an SEO company or consultant. The next step is finding someone who can answer them with clarity, experience, and transparency. That is where I come in.

I have helped businesses like yours improve their organic visibility, refine their content management, and generate measurable results from search. Whether you need a one-time SEO audit or ongoing support, I focus on building sustainable growth rather than chasing quick fixes.

If you are ready to work with an SEO consultant who takes the time to understand your goals and provides clear answers to every question, get in touch with me today.