How to Choose an SEO Specialist or Agency: What You Need to Know
Picking the right SEO expert is a big deal. A good one can help your business grow, while a bad one can waste your time (and money) with empty promises.
SEO isn’t magic.
It’s a process, and you need someone who knows what they’re doing and is upfront about their methods. Whether you’re looking at a big agency or an independent consultant, here’s what you need to know before making your decision.
You know how the Wizard of Oz puts on a big mysterious production, when in reality he’s just a normal guy hiding behind a curtain? SEO doesn’t need to feel that way.
Hiring an SEO shouldn’t feel like pulling back the curtain on a big, mysterious operation. You don’t want to be left in the dark with vague answers and promises.
You want someone who’s open and transparent. You want someone who can explain their strategy and share the steps they’re taking to help you succeed. Don’t fall for the “magic” of SEO claims. Be sure to ask the tough questions, get clear answers, and always understand the why behind the work being done.
And you don’t have to be an SEO expert yourself to know how to hire one. Let’s discuss what you should know and ask before hiring.
Big Agency vs. Solo SEO Specialist
A big agency might seem impressive, with a team handling different parts of SEO. But here’s the catch. You might never actually talk to the person doing the work. Instead, you’re assigned an account manager who relays information, but they might not be an SEO expert themselves. Communication can feel more corporate, and you’re often paying extra just to cover their overhead costs. If you want fast responses and someone who really understands your business, this setup can be frustrating.
While big businesses typically require a large agency or in-house team, solopreneurs and small businesses don’t always need big teams to make a big impact.
A solo SEO specialist gives you a more hands-on, personalized approach. You’ll be working directly with the person running your strategy, which means better communication and flexibility. If something needs adjusting, you won’t have to jump through layers of bureaucracy. The tradeoff? They can only take on so many clients at once, so availability might be limited. But for many small businesses, this tradeoff is worth it for the direct attention and customized strategies.
The Cost of SEO: What to Expect
SEO pricing varies widely, but here’s a rough idea of what you might pay:
Freelance SEO specialist: Typically range from $50 to $200 per hour, or $500 to $3,000 per month for ongoing work.
Small agencies: Generally charge between $1,500 and $5,000 per month, depending on services and scope.
Large agencies: Can charge $10,000+ per month, often working with bigger brands.
Ultra-cheap options (e.g., Fiverr or similar platforms): You’ll see offers for SEO services as low as $50 or $100, but these are often low-quality, automated, or even harmful to your site’s rankings. If it sounds too good to be true, it probably is.
Higher prices don’t always mean better results, and cheap SEO can end up costing you more in the long run if they use shady tactics that get your site penalized. Always ask what’s included and how they measure success before committing.
Must-Ask Questions Before Hiring SEO
What exactly is included in your SEO services?
SEO isn’t just one thing—it’s a mix of on page optimizations, technical fixes, content strategy, backlink building, local optimizations, and ongoing tweaks. And what needs to be done on one website, doesn’t necessarily need to be done on another website. All services should start with a full website audit and strategy.
Ask what they actually do from the strategy. Some SEO providers focus only on one area, like on-page SEO, while others offer full-service SEO, which includes technical optimization, content creation, and link building.
If they offer backlinks, ask where they come from. Are they naturally acquired, or are they from a private blog network (PBN)? Low-quality backlinks can actually hurt your rankings.
If they provide content writing, ask to see samples and see if they pass the vibe check. Some agencies outsource content to cheap writers who produce low-quality, keyword-stuffed articles that won’t help your rankings or engage your audience. You’ll know it when you see it.
If they mention technical SEO, ask what that includes. Will they fix site speed issues? Optimize your internal linking? Improve your mobile usability? How much do they prioritize technical issues? Most tech fixes will barely move the needle in SEO, so they should be clear about which ones matter the most.
How do you report results?
You should get a monthly report that actually means something. That means:
Data that ties directly to your business goals
Keyword rankings that bring in real leads, not just random traffic
A clear, honest look at what’s working and what’s not
A breakdown of the work they did this mont and why it matters
Watch out for vague claims like “we’re driving rankings.” Rankings for what? If those keywords aren’t bringing in customers, they’re just fluff. An honest SEO will tell you whether traffic and conversions are going up or down and what they’re doing to improve things.
How involved do you want to be?
Do you want to learn SEO as you go, or do you want someone to just take care of it?
Some SEOs will educate you along the way, explaining what they’re doing and why. Others prefer to handle everything with minimal input.
Be clear about what you want upfront. If you’re interested in learning, find someone who enjoys explaining SEO in a way that makes sense.
Who will I actually be talking to?
If you’re working with an agency, find out who your main contact will be. Will you be talking to an SEO expert, or just an account manager who doesn’t actually do the work?
There’s nothing worse than asking technical questions and getting vague or scripted answers. You want someone who knows their stuff and can answer your questions directly.
Soft Skills Matter
SEO isn’t just about technical knowledge. It’s also about how well you get along with the person or team you’re working with.
You’ll be spending time discussing strategy, reviewing reports, and collaborating on ideas. So it’s important that your SEO consultant or agency is someone you feel comfortable communicating with.
Make sure to schedule a video chat before committing to anything. You’ll get a sense of their communication style, how they explain concepts, and whether their approach aligns with you and your business culture.
Red Flags to Watch Out For When Hiring SEO
Guaranteed rankings – No one can guarantee #1 rankings on Google.
Lack of transparency – If they won’t explain their methods, be wary.
Cheap, bulk backlinks – Spammy backlinks can get your site penalized.
Secretive reporting – If they can’t show you clear data, that’s a problem.
Pushy long-term contracts – You shouldn’t be forced into a commitment before seeing results.
Only focusing on rankings – SEO should drive real business growth, not just vanity metrics.
Lack of communication – If they’re hard to reach now, it won’t get better later.
Confusing jargony reports - If their reports are just a big printout of all of your technical errors with all kinds of jargon, don’t let them pull a Wizard of Oz trick on you with overwhelm. They should at the very least, go over the report in plain talk so you can understand.
Contracts and Transparency
Avoid long-term contracts upfront. A good SEO should be confident in their work and willing to prove their value before locking you into a 6- or 12-month contract. Start with a trial or a month-to-month plan to see if they deliver.
Every SEO partnership should start with a full audit and strategy. Some SEOs charge for this, and that’s fair because a good audit takes a lot of time and effort. It should cover a full review of your website, not just a technical error printout. Free audits tend to be surface-level and won’t give you the full picture. And an audit without a strategy is basically useless.
Be very wary of any SEO that just charges for SEO services without starting with an audit and strategy. It’s like taking your car to a mechanic to work on it without them running a diagnostic and calling you with the estimate.
My Answers to These Questions
I’m a solo SEO specialist, not an agency. That means you work directly with me.
Curious about my approach? Check out my services and pricing.
I don’t write content for you, because writing in another brand’s voice is a specialized skill. However, I do create content strategies and can recommend ghostwriters if you don’t want to write yourself.
I don’t do backlinking for you, but I provide a backlinking strategy.
I handle most technical SEO issues, but I’m upfront if something is out of my depth.
I offer flexible options, including DIY consulting and do-it-for-you monthly services. With contracts starting at 1-month.
Bottom Line
SEO isn’t just about expertise. It’s about finding someone who listens, explains things clearly, and aligns with your business goals. Ask the right questions, trust your gut, and don’t fall for flashy sales pitches. SEO is a long game, and you need the right person (or agency) on your team.
If you’re interested in working with me, schedule a video call here.
Common SEO Questions Small Business Owners Have Before Hiring
What exactly does SEO involve?
SEO (Search Engine Optimization) is the process of improving your website’s visibility on search engines like Google. This involves optimizing various aspects of your site, including user experience, content, technical elements, and backlinks, to ensure your website ranks higher in search results and attracts more organic traffic.
How long does it take to see results from SEO?
SEO is a long-term strategy. While some improvements, like fixing technical issues or optimizing on-page elements, can show results within a few weeks, it typically takes 3 to 6 months to see significant changes in rankings and traffic, depending on competition and the effectiveness of the strategy.
How do you measure SEO success?
I track success through a variety of key performance indicators (KPIs), including:
Keyword rankings
Organic traffic (website visits from search engines)
Conversion rates (how well visitors take actions like making a purchase or filling out a form)
Backlinks and domain authority
Engagement metrics (e.g., time on site, bounce rate)
Why is my website not ranking higher on Google?
There are many reasons a website might not rank well, including:
Poor keyword targeting
Technical issues (site speed, mobile optimization, broken links)
Low-quality or insufficient content
Lack of authoritative backlinks
Strong competition
I’ll conduct a thorough audit to identify issues and create a plan for improvement. Here’s how to measure and troubleshoot SEO.
Can SEO guarantee a #1 ranking on Google?
No, there are no guarantees in SEO. Google’s algorithm is constantly evolving, and rankings depend on many factors including competition (which you can’t control). However, I focus on creating sustainable, ethical SEO strategies that improve your visibility and drive relevant traffic to your site over time.
What is the difference between on-page and off-page SEO?
On-page SEO refers to the optimizations you can make directly on your website, such as improving page content, title tags, meta descriptions, images, and internal linking.
Off-page SEO focuses on external factors, like gaining backlinks from reputable websites, Google Business Profile optimizations, social media signals, and brand mentions.
Do I need an SEO audit?
Yes, an SEO audit is crucial to understanding how your website is performing and identifying areas for improvement. It helps uncover user experience issues, technical issues, content gaps, and optimization opportunities. After the audit, we can create a detailed plan to fix issues and enhance your site’s SEO.
Can SEO work for my business if I’m local?
Absolutely! Local SEO is crucial for small businesses that want to attract customers in their specific area. Optimizing your Google My Business profile, local citations, and location-specific keywords can help your business show up in local search results, driving more foot traffic and leads.
