The Ultimate Guide to Hiring an SEO Expert According to Google

Hiring an SEO expert is more crucial than ever in 2024 as the landscape of search engine optimization continues to evolve rapidly. With Google placing a significant emphasis on Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T), it’s essential to ensure that the SEO professional you choose can meet these stringent criteria.¹

Additionally, the rise of AI-generated content, especially with advancements like Google’s Search Generative Experience (SGE), has made it even more important to rely on recognized authors with real expertise and knowledge.²

As search engines become more sophisticated, the role of an SEO expert goes beyond keyword optimization. Today’s SEO landscape demands a comprehensive approach that encompasses technical audits, in-depth analytics, and strategies to boost conversions. 

At Wisevu, our team of seasoned experts has honed these skills through years of experience, consistently delivering results that align with Google’s ever-changing algorithms.

As industry leaders, we understand the intricacies of selecting the right SEO professional. We’ve created this step-by-step guide to help you navigate the process and find an expert who truly understands the nuances of modern SEO.

Step 1: Define Your Needs and Goals

It pays to be clear on your SEO goals upfront. This will help you find an expert who aligns with your specific needs. Here are some key questions to consider:

• What are your primary objectives? Are you aiming to increase brand awareness, generate leads, boost online sales, or all of these?
• Who is your target audience? Clearly defining who you want to reach will significantly enhance the effectiveness of your strategy.
• What is your budget for SEO services? Be realistic about the investment required to achieve your desired results.

To create clear objectives for the SEO expert, you should be specific about what you really want to happen to your business and clients.

Establishing the Budget

Planning your finances is key to finding the right SEO expert. According to Ahrefs³, SEO pricing can vary widely:

• Hourly rates range from $75 to $100.
• Monthly retainers can be between $501 and $1,000.
• Per-project pricing can range from $2,501 to $5,000.

Setting a clear budget helps you understand the required investment and ensures that the chosen SEO services align with your business’s financial capabilities and expectations. It also helps in evaluating the potential return on investment.

Step 2: Look for the Right Expertise

There are many areas of focus within SEO. To get the best results, find an expert whose strengths match your specific needs. It’s also important to consider that Google prioritizes high-quality content, user experience, and mobile-friendliness when ranking a website or content. Here’s what to look for in an SEO expert who aligns with this philosophy:

• Focus on Content: They should emphasize creating valuable, informative content that resonates with your target audience.
• Technical Expertise: They possess the knowledge to optimize your website’s technical aspects, including site speed, mobile responsiveness, and structured data.
• Data-Driven Approach: They rely on data and analytics to measure progress and track the effectiveness of their strategies.
• White-Hat Techniques: They prioritize ethical tactics that align with Google’s guidelines and avoid penalties.
• Transparency and Communication: They keep you informed about their strategies, provide regular reports, and encourage open communication.

At Wisevu, we understand these critical elements. With over a decade of experience, our team of experts not only focuses on the technical aspects but is also updated with the latest Google guidelines, ensuring that your site is optimized for both search engines and users. Our commitment to white-hat techniques, data-driven strategies, and transparent communication has consistently delivered results for our clients.

In-house vs. Agency vs. Freelance: Who Should You Hire?

When deciding on the best SEO approach for your business, weighing the benefits and drawbacks of hiring an in-house team, an agency, or a freelancer is essential. Take a look at the pros and cons:

	In-House SEO Expert	SEO Agency	Freelance SEO Expert
Pros	• Dedicated solely to your business, ensuring complete focus on your goals. • Deep understanding of your company culture and brand voice. • Closer collaboration and communication with internal teams (marketing, content creation)	• Access to a wider range of expertise, including technical SEO, content creation, link building, and data analysis. • Proven track record with various clients and industries. • Established tools and resources for efficient campaign management.	• The most cost-effective option and offers flexible engagement models (hourly, project-based). • Ability to choose a freelancer with specialized skills relevant to your needs. • Often highly motivated and adaptable to project requirements.
Cons	• Higher costs compared to freelancers, including salary, benefits, and potential training. • Requires more time investment for recruitment and training. • Might lack the breadth of experience and diverse expertise found in agencies.	• Higher costs compared to freelancers, with agency fees covering overhead and a team of specialists. • Less dedicated focus on your specific business compared to an in-house expert. • Communication might be less streamlined due to multiple points of contact within the agency.	• Lack of dedicated focus on your business compared to an in-house expert or agency. • Might have limited resources or support compared to agencies. • Fluctuating availability depending on their workload with other clients. • Requires more oversight and project management on your end.

Choosing the Right Option

The best option for you depends on your specific needs, budget, and available resources. Here’s a quick guide:

• In-House SEO: Ideal for large businesses with dedicated budgets and a long-term SEO strategy.
• SEO Agency: Good choice for businesses seeking a comprehensive SEO solution with a range of expertise. Agencies like Wisevu offer a team of specialists who can handle all aspects of SEO, from technical audits to content creation and link building. This is a cost-effective way to access a wide range of skills and experience.
• Freelance SEO: Suitable for smaller businesses on a tighter budget needing a specific SEO task completed.

Remember, regardless of who you choose, ensure open communication, clear goals, and a data-driven approach for a successful SEO journey.

Step 3: Research and Identify Potential Candidates

Now that you understand your needs and the qualities to look for, it’s time to source potential candidates. Here are some effective strategies:

• Online directories: Utilize platforms like Upwork, Fiverr, or Clutch to browse SEO professionals’ profiles and reviews.
• Industry recommendations: Seek referrals from colleagues, business associates, or organizations within your industry that have achieved SEO success.
• SEO agency websites: Research established SEO agencies that cater to your industry and budget.
• Social media: Follow prominent SEO experts and agencies on social media to gain insights into their methodologies and expertise.

Tip: Apply the very principles of SEO in your search! Just as you would optimize your website to be discovered by potential clients, use targeted search terms to find and evaluate SEO professionals who can meet your specific needs.

Step 4: Conduct A Thoughtful Interview Process

When hiring for your business, it’s important to prioritize an expert who is knowledgeable and well-versed in Google’s latest updates.

In 2024, Google made significant strides with updates such as the March 2024 Core Update, which emphasizes the importance of high-quality, helpful content⁴. It aims to significantly reduce low-quality, unoriginal content in search results and enhance Google’s ability to surface valuable information while minimizing content created primarily for search engines rather than users​.

An SEO expert knowledgeable about these changes will be better equipped to adapt strategies effectively, ensuring your business not only complies with the latest guidelines but also thrives in the competitive digital landscape. Make sure to ask about their understanding and approach to several key areas:

• E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness): Inquire how they plan to enhance your website’s credibility and authority. This includes their strategies for producing expert-driven, original content that resonates with users and search engines alike.
• Google’s Strengthened Spam Policies: Discuss how they handle manipulative practices and ensure compliance with Google’s stricter policies against scaled content abuse, site reputation abuse, and expired domain abuse.
• Google’s Enhanced Detection of AI-Generated Content: Ask about their approach to integrating AI in content creation while maintaining originality and value, and how they can stay ahead of penalties related to low-quality AI content.
• Adaptability to Future Updates: Evaluate their methods for staying current with ongoing changes in SEO practices, including the use of AI tools and continuous learning to adapt strategies to new algorithm updates.

Important Note: Beware of Red Flags. Avoid SEO experts solely focused on keyword rankings. A competent SEO professional should prioritize holistic website improvements that enhance your overall business objectives.

At Wisevu, we live and breathe the principles of E-E-A-T, creating well-researched, expert-driven content that resonates with users. We also leverage AI for efficiency and ensure all content is thoroughly validated and edited by human experts. Along with this, we strictly avoid any tactics that could be considered spammy or manipulative.

Our team actively participates in industry conferences and workshops, staying ahead of the curve and investing in cutting-edge tools to analyze data, identify trends, and proactively adjust our strategies according to the latest regulations.

Inquiries to Expect from a Qualified SEO Candidate

A good SEO expert will focus on understanding business goals, marketing requirements, target audience, services, etc. Without a proper level of understanding, running a successful SEO strategy is impossible. Google advises that the SEO expert should raise questions focused on:

• Unique Value Proposition: What makes your business, content, and service unique and valuable to customers?
• Customer Profile and Discovery: What does your typical customer look like, and how do they find your website?
• Business Model and SEO Impact: How does your business make money, and how can search help?
• Marketing Channels: What other marketing channels are you using?
• Competitive Analysis: Who are your competitors? What do they do well online and potentially offline?

The SEO expert should be provided with insights on business goals, the market, customers, other marketing, and digital initiatives.

Step 5: Get Reviews From Their Clients

While online reviews can offer a glimpse into an SEO expert’s performance, a deeper dive through reference checks provides a more holistic view. Look beyond generic testimonials and seek out references from current clients. This ensures you’re getting insights into the expert’s ongoing capabilities and approach.

Reach out to at least three references to gain a well-rounded perspective. During these conversations, ask about specific areas:

• Keyword Ranking Improvement: Did the SEO efforts lead to a significant improvement in rankings for targeted keywords? Ask for concrete data on before-and-after ranking positions.
• Collaborative Spirit: Was the SEO expert easy to work with? Did they integrate seamlessly with the client’s internal teams (design, development, UX)? Effective communication and collaboration are crucial for successful SEO implementation.
• Actionable Insights and Support: Did the expert provide valuable, actionable SEO advice during critical moments? Did they go beyond basic tasks and offer strategic guidance?

Remember, Google emphasizes the importance of finding an SEO expert who fosters a collaborative partnership. You should feel comfortable working with them, learning from their expertise, and experimenting with strategies. Look for someone who genuinely cares about your business and its success.

How We Do It

Here at Wisevu, we pride ourselves on our collaborative approach. We work closely with our clients, sharing our knowledge and insights. Our track record speaks for itself: if you search for “rug cleaning Toronto” right now, you’ll see Love Your Rug at the top of the results. Similarly, searching for “designer shoe repair Toronto” will highlight Love Your Shoes.

These are just two examples of how we’ve helped businesses achieve and maintain top rankings in Google search results, demonstrating our commitment to delivering results and fostering long-term partnerships.

Step 6: Unveil Their Expertise with An Audit

Following a positive interview and reference check, the next step is to request a technical and search audit. A reputable SEO expert should be willing to provide a limited-scope audit (a focused evaluation of your website’s SEO strengths and weaknesses) to showcase their capabilities.

This audit is an opportunity for you to assess their approach and expertise. Here’s what to look for:

• Technical and Search Focus: Does the audit delve into both technical SEO elements (crawlability, internal linking) and on-page search factors (keyword optimization, content quality)?
• Actionable Insights: Does the audit identify specific issues on your website with clear recommendations for improvement?
• Data-Driven Approach: Does the SEO expert provide data-backed evidence of the identified issues and their potential impact on your rankings?

At Wisevu, we offer complimentary comprehensive audits that examine your website’s technical health, content quality, and backlink profile, providing actionable insights to improve your SEO performance.

Bonus tip: Consider investing in SEO training for yourself and your team members. This equips you to understand SEO concepts and collaborate more effectively with your SEO expert.

Conclusion

Hiring the right SEO expert can significantly impact your website’s visibility and organic growth. By following these steps and building a strong working relationship, you’ll be well on your way to achieving your SEO goals and propelling your business forward in the digital landscape.

Remember, SEO is a marathon, not a sprint. Patience, collaboration, and a data-driven approach are key ingredients for long-term SEO success.

If you’re looking to partner with an SEO agency, consider Wisevu. Our digital marketing agency stands out as your ideal choice as we tick all the boxes outlined in this guide, and we specialize in helping businesses and franchises achieve top rankings and significant ROI through organic SEO.

Contact us today for a free consultation!

References

1. “Our Latest Update to the Quality Rater Guidelines: E-A-T Gets an Extra E for Experience  |  Google Search Central Blog  |  Google for Developers.” Google for Developers, developers.google.com/search/blog/2022/12/google-raters-guidelines-e-e-a-t.
2. Reid, Elizabeth. “Supercharging Search With Generative AI.” Google, 22 May 2023, blog.google/products/search/generative-ai-search.
3. Hardwick, Joshua. “SEO Pricing: How Much Does SEO Cost? 439 People Polled.” SEO Blog by Ahrefs, 7 Mar. 2024, ahrefs.com/blog/seo-pricing.
4. Tucker, Elizabeth. “New Ways We’re Tackling Spammy, Low-quality Content on Search.” Google, 26 Apr. 2024, blog.google/products/search/google-search-update-march-2024.