Questions to ask an SEO consultant before hiring them

Table of Contents

Most SEO sales calls are built to sound impressive. These questions are built to cut through that and get an honest, specific answer, the kind that’s hard to fake if someone doesn’t actually know what they’re talking about.

“What’s the first thing you’d fix on my site, and why?” #

Anyone who’s genuinely looked at your site before the call should have a real answer, something specific, not a generic “your site speed could be better.” If they can’t name anything concrete, they haven’t actually looked yet.

“How do you decide which keywords to target?” #

Listen for anything that mentions your actual business goals and search intent, not just search volume. Chasing the highest-volume keyword regardless of whether it converts is a beginner mistake dressed up as strategy.

“What would make you say this isn’t a good fit?” #

A consultant confident in their own work will have an honest answer, wrong industry, budget too small for the competition level, timeline expectations that don’t match reality. If everyone’s a perfect fit, nobody’s being straight with you.

“Can I see an example of your reporting?” #

Not a client’s name, just what the report itself actually looks like. This tells you more about what month three of the engagement will feel like than almost anything else on this list.

“What happens if something doesn’t work?” #

Every SEO tactic doesn’t pay off every time. The answer you want involves adjusting the plan and telling you honestly, not doubling down or quietly changing the subject.

“How much of this work do you actually do yourself?” #

Especially relevant for agencies. Work quietly outsourced or passed to someone junior after the sales call is one of the most common sources of disappointment. Ask directly who’s actually doing the work.

Why this matters

None of these questions are hostile. A consultant worth hiring will welcome them, since specific, honest answers are exactly what separates real expertise from a well-rehearsed pitch.

If a call ends and you can’t answer these six questions yourself based on what they told you, that’s worth noting before you sign anything.