“SEO” is used loosely enough that it’s easy for vague or low-quality work to be sold under that name. Four questions to ask before hiring anyone.
1. Ask What Specifically Will Be Done
“We’ll improve your rankings” isn’t an answer. “We’ll optimise your Google Business Profile, build content for these three services, and improve load speed” is one you can actually evaluate.
2. Ask How Results Will Be Measured, and Over What Timeframe
Real SEO work takes months to show results. Anyone promising fast, guaranteed rankings is either overpromising or using tactics that risk penalties later.
3. Ask What Happens If You Stop Paying
Some tactics stop working the moment the service is cancelled. Others (content, site structure, authority) keep delivering value afterward. Ask which kind you’re paying for.
4. Check If the Explanation Makes Sense in Plain Language
Legitimate SEO work is explainable to a non-technical business owner. “Trust us, it works” without a plain explanation is a signal, not reassurance.