How to find an SEO expert – the only guide you'll ever need

SEO is make-or-break for businesses. 68% of all online experiences start with a search engine, and if you’re not showing up, you’re losing customers. Simple as that.

But here’s the problem: SEO is a minefield.

Get it right, and your website attracts customers without spending a fortune on ads. Get it wrong, and you could waste thousands on someone who promises “Page 1 rankings” and delivers nothing. Just ask the Melbourne tradie who paid $20,000 for SEO and got four website visits a month. No, really.

So, how do you avoid the cowboys and find someone who actually knows what they’re doing? This guide will walk you through everything – where to look, what to ask, how much to pay, and how to tell if an SEO expert is worth their fee.

Let’s get started on how to find an SEO expert that’s right for you.

Do you actually need an SEO expert?

Let’s start with a biggie.

It can be tempting – and certainly cost-effective – to roll out a few SEO tools and have a stab at it yourself.

Having a strong online presence is essential. A significant 46% of all Google searches are for local businesses or services. This means potential customers are actively seeking services like yours online. Yet, surprisingly, 70% of small businesses lack a formal SEO strategy. This gap presents both challenge and opportunity.

So, is it worth tackling SEO on your own or bringing in an expert?

Let’s break it down.

When to DIY

• Budget constraints – If funds are tight, starting with basic SEO practices can be a cost-effective approach.
• Time availability – SEO requires consistent effort. If you or your team can dedicate time to learning and implementing strategies, it might be feasible to handle them in-house.
• Control – Managing SEO internally allows for direct oversight and swift adjustments.

When to hire an expert

• Competitive markets – In saturated industries, advanced strategies are crucial to stand out.
• Rapid growth goals – If you’re aiming for quick expansion, an expert can accelerate your online visibility.
• Complex issues – Challenges like website migrations or technical glitches often need specialised knowledge.

Signs your business needs SEO help

• Low website traffic – If your site isn’t attracting visitors, it might be invisible to search engines.
• Poor search rankings – Not appearing on the first page for relevant keywords can drastically reduce visibility.
• Stagnant lead generation – A decline in inquiries or sales could indicate your online presence isn’t effective.
• Outdated website – An old or non-mobile-friendly site can deter both users and search engines.

Given that 75% of users never scroll past the first page of search results, appearing prominently can significantly impact your bottom line.

Whether you choose to embark on the SEO journey yourself or enlist professional assistance, understanding its importance is the first step toward online success.

Looking for an SEO expert? Find out more about our SEO consultancy services.

Types of SEO experts – what’s the difference?

Not all SEO experts are the same.

Some are solo specialists, others work in teams and then there are those who become integral to your business.

Knowing the difference will help you choose the right one for your needs.

Freelancers – the flexible, budget-friendly option

Freelance SEO specialists can be a great choice for businesses on a budget or those needing specific SEO tasks completed.

They often have deep expertise in one or two areas, such as technical SEO or content optimisation, but may lack the full-service approach of an agency. The downside? Not all freelancers are created equal. Some are brilliant, while others might take your money and disappear faster than your website rankings after a Google update.

Always check reviews, past work and references before hiring a freelancer.

SEO agencies like Submerge – the full-service powerhouse

Agencies bring a team of specialists to the table, offering expertise across technical SEO, content strategy, link-building and analytics.

They’re ideal for businesses looking for a long-term, scalable SEO strategy. However, we’ll be the first to admit that you’ll pay a premium for this level of service. Some agencies also spread their attention across multiple clients, so smaller businesses might not get the white-glove treatment they expect. If you’re considering an agency, ask how they allocate resources to ensure you’re not just another account number on a spreadsheet.

In-house SEO – the dedicated expert

For businesses with ongoing SEO needs, hiring an SEO specialist as part of your in-house team can be a good option.

They’ll have a deep understanding of your brand, products and audience and can work closely with your marketing team. The challenge? Good SEO professionals don’t come cheap. Salaries for experienced SEO managers can be high, and you’ll need to invest in tools and training. For many small businesses, hiring in-house isn’t feasible – at least not until SEO becomes a core part of their marketing strategy.

For example, Submerge often works alongside in-house SEO teams, covering more ground and bringing in additional insights while providing overspill SEO support for an in-house function.

Type	Pros	Cons
Freelancer	Cost-effective: More affordable than agencies. Flexibility: Can adapt to your schedule and needs.	Limited resources: A one-person show might lack diverse skills. Reliability concerns: Quality varies greatly between freelancers.
Agency	Diverse expertise: A team covering all aspects of SEO. Scalability: Can handle large projects and fluctuating needs.	Higher costs: More expensive due to overheads. Multiple clients: You might not always be the top priority.
In-house	Dedicated focus: Fully immersed in your business needs. Immediate collaboration: Works closely with other departments.	High overhead: Salaries, tools, and training add up. Limited exposure: May lack fresh insights from working across different industries.

So, which one is right for you and how do you find an SEO expert worth their salt?

If you need specific SEO tasks done, a freelancer might be the best bet. If you want a fully managed SEO strategy and are looking to scale against competitors over the long term, an agency could be the way to go. And if SEO is central to your marketing efforts, bringing someone in-house could be a smart long-term move.

Where to find specialist SEO support

So, you’re looking for how to find an SEO expert who won’t just take your money and run.

Smart move.

Here’s how to navigate the SEO jungle and find someone who actually knows their stuff.

SEO agency directories – start here

Begin your search with reputable agency directories. These platforms vet agencies and provide reviews, making your life a tad easier.

Some examples include:

• DesignRush – Offers a curated list of top SEO agencies, complete with client reviews and detailed profiles.
• SEMrush Agency Partners – Features agencies recognised for their expertise in SEO and digital marketing. Submerge is a certified SEMrush Agency Partner, for example.
• Sortlist – listings of qualified SEO agencies such as Submerge.

LinkedIn

LinkedIn is the alternative go-to for hiring SEO professionals, especially freelancers and contractors. But you probably already knew this. You’ll get a good handle on their client portfolio, how active they are in the industry and the chance to message and connect with them directly.

• Search for “SEO Consultant” or “SEO Expert” and filter results by location and experience.
• Check for recommendations from past clients. If an expert has glowing reviews from businesses similar to yours, that’s a good sign.
• Look at what they’re posting. Do they share valuable SEO insights, case studies or industry updates? If so, they’re likely knowledgeable. If they only post sales pitches, maybe not.

Make sure you look through their recommendations and check their endorsements. See if they’re sharing insights or articles about SEO trends. Active professionals often share their knowledge.

Referrals and word of mouth

Sometimes, the old-school approach to finding an SEO expert is the best approach. Ask colleagues or business associates if they’ve worked with any SEO experts they trust.

If you can, attend industry events or webinars. You might meet reputable professionals or get recommendations, and at the very least stock up on free pizza and a beer.

Events like BrightonSEO and MozCon attract some of the best minds in the industry.

Red flags to watch out for

SEO is an industry that doesn’t require any real qualifications.

Anyone can set themselves up as an ‘SEO’. Coupled with some pretty snazzy tools, they can knock out SEO audits and reports – laden with jargon – that at least look the business.

And that’s the trouble. Sadly, there are many low-skilled SEO wannabes with little experience.

They’ll promise the earth, take your money and run.

SEO is a £60 billion industry, and unfortunately, there are plenty of agencies and freelancers looking to make a quick buck without delivering real results.

SEO depends on hundreds of factors, including competition, industry trends and Google’s ever-changing algorithms.

Any agency promising guaranteed rankings is either lying or using black-hat tactics that could get your site penalised.

So, some red flags to please watch out for:

• Guaranteed rankings – if someone promises you the #1 spot on Google overnight, run. SEO is a long game.
• Cheap SEO packages (£99 per month? No chance) – Good SEO takes time, research and ongoing effort. SEO scams like this often use spammy link-building tactics that can damage your site’s rankings long-term.
• Lack of transparency – if they’re vague about their strategies or refuse to share reports, that’s a bad sign. Run here, too.
• Black-hat tactics – techniques like keyword stuffing or buying links can get your site penalised. Just no. Ensure they follow ethical practices.
• Check their SEO – an SEO expert who can’t optimise their own website? Hummm. That’s like a chef who doesn’t eat their own cooking. Ensure their site ranks well for relevant keywords.

By following these steps and staying vigilant, you’ll increase your chances of how to find an SEO expert who can genuinely boost your online presence.

Remember, the goal isn’t just to find an expert but to find the right expert for your specific needs.

What to ask before hiring an SEO specialist

Knowing how to find an SEO expert and choose the right one is crucial for enhancing your online presence and driving business growth.

To ensure you make an informed decision, it’s essential to ask potential candidates specific questions that reveal their expertise, strategies and compatibility with your business goals.

Here’s a guide to the critical inquiries you should make:

Understanding their SEO approach

Begin by exploring the candidate’s overall philosophy and methodology towards SEO.

A comprehensive strategy should encompass technical SEO, on-page optimisation and off-page tactics. Understanding their approach will help you assess if it aligns with your business objectives.

Experience and track record

Inquire about their experience in the industry and request case studies or examples of previous work. This will provide insight into their ability to deliver results and handle challenges similar to yours.

Keeping up with industry changes

The SEO landscape is continually evolving. Ask how they stay updated with the latest algorithm changes and industry trends to ensure their strategies remain effective.

Defining success and measuring performance

Clarify how they define success in SEO campaigns and the key performance indicators (KPIs) they focus on. Understanding their metrics for success will help you determine if their goals align with yours.

Reporting and communication

Discuss the frequency and format of progress reports. Regular, transparent communication is vital for tracking the effectiveness of the SEO strategies implemented.

For example, Submerge uses tools such as Looker Studio and SEOcrawl to provide 24/7 client visibility of performance – you know exactly what you get from Submerge when we partner with you.

Find out more about our SEO agency services.

Tools and technologies

Ask about the SEO tools and technologies they utilise. This can give you an idea of their technical capabilities and the resources they have at their disposal.

Client involvement and collaboration

Understand what they require from your end to ensure a successful partnership. This includes the level of involvement they expect from you and how they plan to collaborate with your team.

Pricing and contracts

Discuss their pricing model, contract terms and termination process. Clarity on these aspects is essential to avoid future misunderstandings when deciding how to find an SEO expert.

Use our free SEO ROI calculator to see how SEO campaigns can support your bottom line.

Questions to ask before hiring

• What is your approach to SEO, and how do you tailor strategies for different industries?
• Can you provide case studies or examples of successful campaigns you’ve managed?
• How do you stay updated with the latest SEO trends and algorithm changes?
• What key performance indicators do you use to measure success?
• How often will you report on progress, and what will those reports include?
• What SEO tools and technologies do you use?
• What do you need from our team to ensure the success of the SEO strategy?
• What is your pricing model, and what are the terms of your contracts?
• Do you adhere to search engine guidelines and avoid black-hat techniques?

By posing these questions, you can gain a comprehensive understanding of a potential SEO expert’s capabilities, ensuring they are the right fit to drive your business’s online success.

Understanding SEO pricing models and costs

SEO pricing can feel like deciphering a complex code when deciding on how to find an SEO expert.

Costs vary widely, influenced by factors such as the scope of work, the provider’s expertise, and the competitiveness of your industry.

To make informed decisions, it’s essential to understand the different pricing models and their entailments.

Monthly retainers

This is one of the most common pricing structures, where businesses pay a fixed monthly fee for ongoing SEO services. The advantage of this model is the continuous optimisation and support it offers. In the UK, monthly retainers can range significantly based on the size and needs of the business:

• Small businesses – approximately £1,000 – £1,500 per month.
• Medium businesses – around £1,500 – £4,000 per month.
• Large businesses – typically £4,000 – £8,000+ per month.

These figures can vary depending on the complexity of the services provided and the agency’s expertise, but that broadly gives an idea of our pricing at Submerge.

Project-based pricing

For businesses with specific SEO needs or short-term projects, a one-time, fixed fee might be more appropriate. For some projects we handle, this is more cost-effective and has some clearly defined outputs and deliverables for the budget.

This model is suitable for tasks like comprehensive SEO audits, website migrations or targeted campaigns.

• Small projects (quick site audits, competitive analysis, keyword research) – £1,000 – £2,500.
• Medium projects (e-commerce, more complex sites, more competitive industries) – £2,500 – £5,500.
• Large projects (very complex sites, very large sites, international sites, in-depth strategies) – £5,500 – £16,000+.

The final price often depends on the project’s complexity and the specific deliverables agreed upon.

Hourly consulting

Some SEO professionals offer their services on an hourly basis, which can be beneficial for businesses seeking expert advice without a long-term commitment.

When looking for how to find an SEO expert who freelances or consults, expect to pay hourly rates from £100 to £150, depending on the consultant’s experience and the nature of the consultation.

Performance-based pricing

In this less common model, fees are tied directly to the results achieved, such as improved rankings or increased traffic. While this can seem appealing, it’s essential to approach with caution. Performance-based models can sometimes encourage the use of questionable tactics to achieve quick results, potentially harming your site’s long-term performance.

Factors influencing SEO costs

Several elements can impact the cost of SEO services:

• Scope of work – comprehensive services that include on-page optimisation, content creation and link building will naturally cost more than a narrower focus.
• Industry competitiveness – highly competitive industries may require more aggressive and sustained SEO efforts, leading to higher costs.
• Agency expertise – established agencies with a proven track record may charge premium rates compared to freelancers or less experienced providers.
• Geographical focus – local SEO campaigns might be less expensive than national or international ones due to the reduced scope.

Setting a realistic budget

Determining an appropriate SEO budget requires a clear understanding of your business goals, the competitiveness of your industry and the current state of your online presence.

It’s advisable to consult with multiple SEO providers to obtain quotes and understand the services included. Remember, while cost is an important factor, the cheapest option isn’t always the best. Investing in quality SEO services can yield substantial returns over time.

Measuring performance

So, you’ve been successful in your mission of how to find an SEO expert – and you’re off to the races!

Measuring the performance of your SEO efforts is akin to regularly checking the pulse of your website’s health. It ensures that your strategies are effective, your goals are on track and your investment is yielding the desired returns. To comprehensively assess SEO performance, it’s essential to focus on several key metrics and utilise the appropriate tools.

This way, you can check your SEO resource is delivering and you’re seeing an improvement.

But, what should you keep an eye on (and also, don’t just leave it to the SEO to report it – check yourself).

Organic Traffic

Organic traffic refers to visitors who land on your website through unpaid search results. An increase in organic traffic typically indicates improved visibility and relevance in search engine results pages (SERPs). Monitoring this metric helps you understand how well your content and keywords are attracting your target audience.

Keyword rankings

Tracking the positions of your targeted keywords in SERPs is crucial. Improved rankings for relevant keywords suggest that your SEO strategies are effective. Conversely, declining rankings may signal the need for strategy adjustments.

Click-through rate (CTR)

CTR measures the percentage of users who click on your link after seeing it in search results. A higher CTR indicates that your title tags and meta descriptions are compelling and relevant to users’ search queries.

Bounce rate

This metric represents the percentage of visitors who leave your site after viewing only one page. A high bounce rate may indicate that your content isn’t meeting user expectations or that there’s a disconnect between your keywords and landing pages.

Conversion rate

Beyond attracting visitors, the ultimate goal is to convert them into customers or leads. Monitoring the conversion rate helps you assess the quality of your traffic and the effectiveness of your website in driving desired actions.

Try our free CPA cost-per-acquisition calculator.

Backlink profile

The quantity and quality of backlinks pointing to your site significantly influence your domain authority and rankings. Regularly analysing your backlink profile ensures that you’re attracting reputable links and helps identify any potentially harmful ones.

Page load speed

Site speed is a critical factor for both user experience and SEO. Slow-loading pages can lead to higher bounce rates and lower rankings. Tools like Google’s Lighthouse can help assess and improve your site’s performance.

Our technical SEO services can help here, too.

Mobile responsiveness

With a significant portion of users accessing websites via mobile devices, ensuring your site is mobile-friendly is essential. Google’s Mobile-Friendly Test can help evaluate this aspect.

Utilising SEO tools

Several tools can assist in monitoring these metrics:

• Google Analytics – provides in-depth insights into user behaviour, traffic sources, and conversion tracking.
• Google Search Console – offers data on keyword rankings, CTR and site performance, along with alerts for any issues.
• Lighthouse – an open-source tool developed by Google to audit the performance, accessibility and SEO factors of web pages.

How to work effectively with an SEO expert

So, you’ve found an SEO expert who seems like the real deal.

Now what?

Hiring an expert is just the first step – getting the most out of your SEO investment requires collaboration, trust and a clear strategy. Here’s how to work effectively with your SEO expert and set your business up for long-term success.

Set clear goals (and be realistic)

SEO isn’t magic, and it isn’t instant.

It can take months to see real results – so before you begin, define what success looks like. Are you looking for more organic traffic? Higher conversion rates? Better local search visibility? Your SEO expert will be far more effective if they know what you actually want to achieve.

A good SEO strategy aligns with your business goals. If your main objective is generating leads, then just ranking for a bunch of keywords isn’t enough – you need to attract the right audience and convert them. This means working closely with your SEO expert to ensure your strategy makes business sense, not just search engine sense.

We take a lot of time to help clients understand what’s possible and how long it will take – and only when everyone is clear with what’s possible do we kick off a project.

Trust the process (and the expert)

SEO professionals know what they’re doing, and sometimes their recommendations might not be what you expect.

For example, they might suggest completely rewriting key pages on your website or focusing on a different set of keywords than you originally planned. That’s not them going rogue – it’s them applying expertise to get the best results.

One of the biggest mistakes businesses make is hiring an SEO expert and then ignoring their advice or delaying changes.

If your expert says your site needs a technical overhaul, listen. If they suggest a content strategy shift, trust them.

SEO is a long game, and the best results come when you fully commit to the process.

Be prepared to invest in content

SEO and content marketing go hand in hand. Google favours high-quality, informative, and well-structured content – so even the best technical SEO won’t save a website with poor content. If your SEO expert recommends new blog posts, refreshed landing pages, or stronger product descriptions, take it seriously.

A content audit can be a great place to start, along with expert blog writing support.

This doesn’t mean churning out keyword-stuffed nonsense. It means creating valuable content that answers customer questions, builds authority, and ranks well naturally. A good SEO expert will help guide your content strategy, but they can’t write it all for you (unless you hire a content team as well). Be ready to invest in thoughtful, well-researched content that serves your audience.

Monitor, measure and adjust

SEO isn’t a “set it and forget it” job. Google constantly changes its algorithm, competitors adjust their strategies and customer search behaviour evolves.

That’s why ongoing measurement and adjustment are critical.

Your SEO expert should provide regular reports detailing key performance metrics: organic traffic, keyword rankings, conversion rates, bounce rates and backlink quality. Make sure you actually look at these reports and discuss what’s working, what isn’t, and what needs to change.

SEO is an evolving process. Strategies that worked six months ago might not work today. The businesses that win in SEO are the ones that stay adaptable and keep improving.

Where to start your search (hint: Submerge!)

If you’ve read this far, you already know that finding an SEO expert requires time, research and a clear understanding of what you need.

But the good news? You don’t have to start from scratch.

At Submerge, we don’t do fluff, jargon or empty promises. We do straight-talking, insight-driven SEO that delivers real results. Whether you need technical SEO fixes, a complete content overhaul or a strategy to dominate local search, we’ve got the expertise to make it happen.

Want to work with SEO experts who know their stuff? Get in touch with Submerge today. Let’s build an SEO strategy that actually works.