10 Tips on Choosing SEO Expert for your business

Choosing the right SEO expert or consultant isn’t just about finding who ranks at the top of Google search results. It’s a strategic decision that directly affects your website’s visibility, digital marketing effectiveness, and long-term online reputation.

In today’s complex algorithmic environment, selecting a search engine optimization (SEO) professional must be done carefully and based on data. A competent SEO expert not only focuses on improving rankings but also aligns optimization strategies with your business goals and growth sustainability. A trustworthy provider won’t promise overnight results; instead, they’ll focus on helping your business grow sustainably through relevant, ethical visibility improvements.

This guide is built upon best practices from Google Search Central and professional SEO communities to help you choose a true strategic partner who can optimize your website and drive measurable business growth.

1. Do Proper Due Diligence When Evaluating SEO Consultants

Before hiring, conduct an in-depth assessment of quality and credibility:

a. Ask for Case Studies and Verifiable Results

As both Google and Quora emphasize. never trust claims without proof !

A credible SEO expert should be able to provide:

• Clear case studies (traffic growth, CTR improvement, technical error reduction)

• Verifiable results, not just anonymous screenshots

• Transparent methodology, not just outcomes

• Examples of SEO recommendations they’ve implemented

• Explanations of challenges and risk mitigation strategies

Google even recommends requesting a preliminary audit before signing any contract.

b. Evaluate Their SEO Thinking: Technical + Content + Business

Modern SEO blends three core elements:

• Technical SEO

• Content & Semantic SEO

• Business Strategy

A seasoned SEO expert should:

• Understand search engine fundamentals (crawling, indexing, rendering)

• Analyze search intent, entities, and topic structures

• Align SEO efforts with conversion funnels and business goals

• Prioritize both short and long-term growth

• Quantify the business impact of each SEO initiative

⚠️ If an SEO only focuses on backlinks or just content,  that’s a sign of unbalanced skills.

2. Ask About Their Workflow, Processes, and KPI Frameworks

According to Google Search Central, a qualified SEO should clearly explain:

• Audit process: technical + content + off-page

• Timeline: realistic monthly progression, not overnight promises

• Measurable KPIs:

  • Organic clicks

  • CTR

  • Intent-based rankings

  • Page experience metrics

  • Conversion improvement

• Collaboration model: how they work with developers, writers, or product teams

Experts who are vague about their process or promise “fast ranking boosts” are major red flags.

3. Choose SEO Experts Who Follow Google’s Recommended Practices (White Hat SEO)

Google warns against manipulative tactics like:

• Private Blog Networks (PBNs)

• Spam backlinks

• Cloaking

• Keyword stuffing

• Bot clicks

• Short-term SERP manipulation

An ethical SEO expert will:

• Focus on content quality and topic structure

• Base technical recommendations on Google’s guidelines

• Avoid risky shortcuts that can lead to penalties

• Use real data from tools like GSC, GA4, or professional crawlers

✅ Transparency and honesty about risks are non-negotiable traits.

4. Evaluate Their Communication Style: Transparent, Educational, and Data-Driven

A true SEO professional is not only technical but also a good communicator.

They should:

• Explain complex SEO concepts in simple terms

• Provide clear reasoning behind each recommendation

• Send readable reports (not just spreadsheets without context)

• Support every argument with data and SERP analysis

If they make you more confused than informed, they’re not the right fit.

5. Avoid Unrealistic Promises (Red Flags)

Watch for these common warning signs:

🚫 “Guaranteed #1 ranking within weeks”
🚫 “Exclusive access to Google’s algorithm”
🚫 “Secret tactics” that can’t be explained
🚫 “Super cheap pricing” far below market rate
🚫 Never asks about your business goals
🚫 No real case studies, only testimonials
🚫 Unwilling to explain their methodology

As Google states: “Avoid SEOs who are not transparent.”

6. Ask for a Preliminary SEO Audit Before Signing

Google recommends requesting a site audit before signing any contract.
A good preliminary audit includes:

• Quick analysis of technical structure

• Indexation and content quality check

• Intent-based content evaluation

• Priority issue identification

• 3–6 month high-level SEO roadmap

 If they refuse to audit your site before quoting a price, that’s a major red flag.

7. Match Their Expertise to Your Industry

Different industries require different SEO skill sets:

 The best SEO expert for your business is the one aligned with your industry model, not just the most popular one.

8. Prioritize Evidence Over Appearance

Common mistake: choosing SEO consultants based on their own rankings or popularity.

They might excel in their niche but lack knowledge of your industry.
Instead, focus on:

• Strategy clarity

• Verifiable work evidence

• Logical consistency

• Ability to educate clients

• Analytical sharpness

• Problem-solving ability

Reminder: Ranking ≠ Competence.
Anyone can optimize their own site, but sustaining success for others is what defines expertise.

9. Evaluate How They Use AI in SEO Campaigns

Google doesn’t ban AI-generated content,  it bans scaled content abuse: producing low-quality, automated text to manipulate rankings.

An ethical SEO should:

• Combine AI + human editorial oversight

• Focus on quality, not volume

• Be transparent about how AI is used

• Avoid “full automation” claims without human review

AI can boost efficiency and precision, but without ethical controls, it risks Google penalties and trust loss.

10. Choose a Strategic Partner, Not Just a Vendor

Selecting an SEO expert is a digital risk management decision, not merely a marketing transaction.
An ethical SEO professional is a strategic partner who safeguards your brand’s digital equity, adheres to Google’s Search Essentials, and builds sustainable online credibility, not just rankings.

FAQs: Choosing the Right SEO Expert

Q: Should I hire an SEO agency or a freelancer?

Agencies are ideal for businesses that need:

• Full teams (technical, content, strategy)

• Data-driven SEO dashboards and reports

• Scalable, cross-channel campaigns (SEO + CRO + content)

Freelancers are ideal for:

• Small businesses/startups on limited budgets

• Short-term projects (audits, specific optimizations)

• Clients seeking flexible, personalized support

Common Risks of Choosing the Wrong SEO Specialist

1. Ranking & Traffic Drop due to black-hat methods.

2. Wasted Investment focusing on vanity metrics, not conversions.

3. Unverifiable Reporting lacking transparency.

4. Unethical SEO Practices leading to Google penalties.

5. Irrelevant Strategies ignoring your business context.

6. Marketing Inefficiency from poor alignment with brand goals.

Final Thoughts

Choosing an SEO expert is about partnership, trust, and ethics — not shortcuts.
A credible SEO professional:

• Educates you, not manipulates you.

• Aligns with your goals.

• Measures success in business impact, not vanity metrics.

Remember: The best SEO expert doesn’t just rank websites, they grow businesses!

Viktor Iwan( CEO and Founder of Doxadigital Creative Digital Marketing Agency )

Viktor Iwan adalah CEO dan pendiri Doxadigital Creative Digital Agency. Dia juga merupakan pembicara dan pelatih publik dalam berbagai acara pemasaran digital seperti “Social Media Week”, “Tech in Asia”, “WordCamp”, “SEOCon”, “QuBisa Bootcamp”, dan “Google Agency Bootcamp”. Viktor Iwan memiliki sertifikasi Google Ads, Facebook Lead Trainer, Facebook Media Buying and Planning, dan Google Analytics. Dia juga menjadi salah satu dari 5 Product Expert Google Ads asal Indonesia oleh Google Inc.

Viktor Iwan juga memiliki website pribadi di viktoriwan.com.