Why Getting This Decision Right Matters
Hiring the wrong SEO consultant doesn't just waste money - it can actively damage your search visibility. I've audited sites where previous providers had built toxic backlink profiles that triggered Google penalties, implemented schema markup incorrectly so Google ignored it entirely, or spent months producing content that targeted keywords with zero commercial relevance to the business.
The SEO industry doesn't have a licensing requirement. Anyone can call themselves an SEO consultant tomorrow. That's why knowing how to evaluate one is critical - particularly in Australia and New Zealand, where the market includes everything from highly experienced independent specialists to offshore teams reselling generic services under local branding.
This guide gives you a framework for evaluating SEO consultants, based on what I've learned from 15 years on both sides of the conversation - as a consultant being evaluated by prospective clients, and as a practitioner who has seen what separates providers who deliver from those who don't.
The 10 Questions You Should Ask
1. "Can you show me case studies with measurable results?"
This is the single most important question. An experienced SEO consultant should be able to demonstrate verified results - not vague claims like "improved rankings" but specific outcomes: organic traffic growth percentages, keyword ranking movements from actual Google Search Console data, conversion improvements, and revenue impact.
Look for case studies that include before-and-after data, the specific strategies implemented, the timeline to results, and ideally, data from Google Search Console or Google Analytics rather than third-party estimates. If a consultant can't show you real data from real projects, that tells you everything you need to know.
2. "What is your SEO methodology?"
Every competent consultant has a clear, articulated methodology. Ask them to explain their approach in plain language. Are they keyword-centric (find keywords, create content, build links) or do they use more sophisticated approaches like entity-based semantic SEO, topical authority architecture, or Knowledge Graph optimisation?
The methodology question reveals depth of expertise. A consultant who can only talk about keywords and backlinks is operating with a 2015 playbook. A consultant who understands entity relationships, structured data strategy, and how Google's Knowledge Graph processes information is working with how search actually functions in 2026.
3. "What credentials and certifications do you hold?"
Not all credentials carry equal weight. Here's a hierarchy to consider:
Government-backed accreditations (highest authority) - such as VETASSESS skills assessment in Australia, which is issued under the Department of Home Affairs and independently validates professional competence against the national standard (ANZSCO 225113). Very few SEO consultants hold this level of credential.
Peak industry body memberships - such as the Australian Marketing Institute (AMI), which provides peer-level professional recognition within the marketing community.
Platform-operator certifications - such as Google Analytics 4 certification, which validates proficiency in the primary SEO measurement platform.
Commercial tool certifications - such as SEMrush, Ahrefs, or HubSpot certificates. These are valuable for demonstrating tool proficiency but are generally easier to obtain and carry less authority weight than the categories above.
A consultant with government-backed credentials and industry membership has demonstrated a commitment to professional standards that goes beyond self-declared expertise.
4. "How long have you been practising SEO specifically?"
Years of experience matter in SEO - but SEO-specific experience matters more than general digital marketing tenure. Someone who has spent 15 years as a full-time SEO practitioner has navigated every major Google algorithm update from Panda (2011) through AI Overviews (2024-present) and has developed pattern recognition that shorter-tenured practitioners simply cannot have.
Ask specifically about SEO experience, not "digital marketing" experience. A marketing generalist with 10 years who has done some SEO is a fundamentally different proposition to a specialist with 10 years of dedicated, full-time SEO practice.
5. "Who have you worked with, and can I see references?"
Client portfolio breadth reveals capability range. A consultant who has worked with enterprise brands demonstrates the ability to manage complexity, stakeholder coordination, and scale. A consultant who has also worked with SMEs demonstrates adaptability and the ability to deliver results with smaller budgets.
Ask for references you can actually contact. Any reputable consultant should be comfortable connecting you with past or current clients who can speak to the quality of their work, communication, and results.
6. "What tools do you use?"
The tools a consultant uses reveal their operational capability. At minimum, you should expect to hear: Google Search Console and Google Analytics 4 (first-party data - non-negotiable), a professional crawling tool like Screaming Frog or SiteBulb, a backlink and keyword research platform like Ahrefs or SEMrush, and a reporting tool like Looker Studio.
If a consultant relies solely on free tools or can't name specific platforms, their analytical capability may be limited.
7. "What does your reporting look like?"
You should receive monthly reporting that includes organic traffic trends (with source segmentation), keyword ranking movements for target terms, technical health metrics, backlink profile changes, and strategic recommendations for the coming period. Reporting should be data-driven, not just automated screenshots from SEMrush or Ahrefs.
Ask to see a sample report. This tells you whether the consultant provides strategic insight with their data, or just dumps numbers without context.
8. "How do you handle communication and transparency?"
Ask about communication cadence, response times, and who you'll actually be working with. With an independent consultant, you typically get direct access to the strategist doing the work. With an agency, you may be working with an account manager who relays your questions to the actual SEO team.
Neither model is inherently better - but you should know what you're getting before you commit.
9. "What are your contract terms?"
Understand the engagement model, contract length, notice period, and what happens if you want to end the engagement. Reasonable terms typically include a 3-6 month initial commitment (because SEO needs time to deliver results) with 30-day notice thereafter.
Be cautious of providers who require 12-24 month locked contracts with penalties for early termination. Confidence in results should make long lock-ins unnecessary.
For detailed pricing context, see my SEO pricing guide for Australia.
10. "What won't you do?"
This question often reveals more than any other. A trustworthy consultant should clearly state what practices they avoid: buying links, using private blog networks, keyword stuffing, cloaking, negative SEO against competitors, or any tactic that violates Google's spam policies.
If a consultant is evasive about their link building sources, promises results through "proprietary techniques" they won't explain, or suggests tactics that sound too good to be true - trust your instincts and walk away.
Red Flags That Should End the Conversation
Based on 15 years of observing the SEO industry in Australia and internationally, these are the warning signs I'd tell any business owner to watch for:
Guaranteed rankings. No ethical SEO professional guarantees specific positions. Google's algorithm is beyond any individual's control. Promises of "guaranteed page one" are either misleading or targeting keywords with no search volume.
No case studies or verifiable results. If a consultant can't show you evidence of past success, there's a reason. Experience should be demonstrable, not just claimed.
Inability to explain their approach. SEO is technical, but a good consultant should be able to explain their methodology in language you understand. Hiding behind jargon is a red flag.
Extremely low pricing with ambitious promises. As I cover in my pricing guide, comprehensive SEO requires significant expertise and time. If the price seems too good to be true, the service probably is too.
No interest in understanding your business. If a consultant jumps straight to a proposal without asking about your business goals, target audience, competitors, and current challenges, they're selling a template - not a strategy.
A Quick Credential Checklist
When evaluating an SEO consultant, check for the following:
Essential: Verifiable case studies with real data, clear methodology explanation, professional SEO tools (GSC, GA4, Screaming Frog, Ahrefs/SEMrush), transparent pricing and contract terms, willingness to provide references.
Strong signals: Government-backed professional accreditation (e.g., VETASSESS), peak industry body membership (e.g., AMI), 10+ years of dedicated SEO practice, enterprise and SME client experience, original content or thought leadership demonstrating expertise.
Bonus differentiators: Entity-based semantic SEO capability, cross-market international experience, proprietary performance data from past projects, structured data and Knowledge Graph expertise.
How I Measure Up
If you've read this guide, you now have a framework for evaluating any SEO consultant. I'd encourage you to apply it to me as well - I've structured my About page and case studies to answer every question on this list.
The short version: 15 years of dedicated SEO practice, 250+ projects including Louis Vuitton and Enterprise Rent-A-Car, VETASSESS accredited Marketing Specialist, Australian Marketing Institute member, Google Analytics 4 certified, and a methodology built on entity-based semantic SEO rather than outdated keyword-centric approaches.
If you'd like to discuss whether I'm the right fit for your project, get in touch. No pressure, no hard sell - just an honest conversation about your SEO needs and how I might help.