Many business owners get unsolicited SEO offers by email. Some promise page one by Friday. Others claim a special link with Google. Picking the right person to help with search is a real business decision, and it deserves the same care as hiring an accountant.
Google has a help page called Do you need an SEO? that sets out what a good SEO does and what to watch for. It is plain, practical and free to read. This guide walks through the main points and turns them into questions you can ask before you sign anything.
Do you need to hire anyone at all?
Google says small local businesses can often do much of the work themselves. It suggests starting with its SEO Starter Guide. Plenty of the groundwork is within reach of an owner with a few spare hours. Our post on simple SEO tactics every business can use covers some of that groundwork.
Google also says hiring an SEO is most useful when you are redesigning a site or launching a new one. It adds that earlier is better, so the advice can shape the build. An SEO can still improve an existing site. The point is that timing affects how much value you get.
Ads do not buy rankings
One common belief is that paying for Google Ads helps your free listings. Google’s page says advertising with Google has no effect on your organic search presence. It also says Google does not accept payment to include or rank sites. Organic results are free, so anyone who claims otherwise is wrong.
What a good SEO can do for you
Google lists the kind of work an SEO may offer. It is broader than many people expect. Some of it is technical and some of it is about content and planning. Here are the main items, in plain terms:
- Reviewing your site’s content or structure
- Technical advice on hosting, redirects, error pages and JavaScript
- Content development
- Managing online business development campaigns
- Keyword research
- SEO training for you or your staff
- Expertise in particular markets, regions or international sites
Not every provider does all of these. Some focus on technical fixes and others on content. Knowing the list helps you ask which parts a provider actually covers. It also helps you compare two quotes that look different on paper.
Questions to ask before you sign
Google suggests a set of questions for any SEO you are thinking of hiring. Ask whether they can show examples of past work and success stories. Ask whether they follow Google Search Essentials, which is Google’s own set of guidelines. Ask what results they expect, in what timeframe and how they will measure success.
The page also suggests asking about experience in your industry, your country or your city. Ask how long they have been in business. Ask whether they will tell you about every change they make and explain why. A provider who resists that last question is giving you useful information.
Search keeps changing, so it is fair to ask how a provider keeps up. Our roundup of recent SEO developments for website owners gives a sense of how often things move. Google also suggests checking any recommendation against its official guidance. Ask whether the provider cites Google documentation when they explain their advice.
Are they interested in your business?
Google makes a point that is easy to overlook. A good SEO should ask about your business, such as what sets you apart, who your competitors are and how customers find you. If they do not show that interest, Google says to find someone who does. Generic advice rarely fits a real business well.
References, audits and access
Google suggests asking past clients whether the SEO was useful, easy to work with and produced good results. A short phone call with a former client can tell you a lot. Ask what changed on their site and how the provider reported progress. Ask whether they would hire the same person again.
Many providers start with an audit. Google suggests giving view access to Search Console at first, rather than access that lets them make changes. A good audit should give realistic estimates of improvement and of the work involved. Google is blunt here, saying that if someone guarantees first place in search results, you should find someone else.
Be careful with tool claims too. Google says it does not evaluate or endorse third party SEO tools. It adds that these tools do not access Google’s internal ranking data. Be wary of any tool that claims to be “approved” by Google Search.
Warning signs to watch for
Unsolicited emails are the first red flag. Google says to be sceptical of firms that contact you out of the blue. Its help page even shows an example of a spam SEO email sent to the owner of google.com. The offers in those emails are best treated with the same caution you would give a scam.
Guarantees are the second. Google says no one can guarantee a top ranking on Google. It warns about claims of guaranteed rankings, a “special relationship” with Google or a “priority submit”. Google does not sell any of those things.
Link schemes are the third. Google says you should never have to link to an SEO. It also warns against anyone promoting link popularity schemes or submitting your site to thousands of search engines. Our guide to building backlinks for legal websites shows what earning links the slow way looks like.
You carry the risk
Secrecy is the last warning sign. Google says you are responsible for the actions of the companies you hire. Deceptive or misleading content could get your site removed from Google’s index. Anyone with access to your site files should explain every change they make.
Google also says unethical SEOs who use aggressive marketing or break its spam policies can cause a negative adjustment in how your site appears. In serious cases a site can be removed from the index. That damage lands on your business, not on the provider. It is a strong reason to ask questions early.
Judging results after you hire
Agree up front on how success will be measured. Rankings alone do not pay the bills, so look at enquiries and sales as well. Traffic that leaves straight away is not much help, which is why keeping visitors from bouncing away matters as much as getting them there. Ask for regular reports that explain what was done and why.
Frequently asked questions
Can an SEO guarantee my business a top ranking?
No. Google says no one can guarantee a top ranking on Google. It advises finding someone else if a provider guarantees first place. Treat any guarantee as a warning sign rather than a selling point.
Will paying for Google Ads improve my free rankings?
No. Google says advertising with Google has no effect on your organic search presence. It also says it does not accept payment to include or rank sites. Ads and organic results are separate.
What access should I give a new SEO?
Google suggests starting with view access to Search Console rather than access that allows changes. You can widen access later once you trust the provider. Anyone who can change site files should explain each change they make.
Should I reply to SEO offers in my inbox?
Google says to be sceptical of firms that email you out of the blue. Its help page compares these offers to scams. It is usually better to find a provider yourself and check their references.
