Optimisation has three arms: technical, keywords and backlinks
Here are a few starting questions for each.
– Will your consultant conduct an audit of your site?
– Will they check for speed, 404’s, crawl errors and site responsiveness?
– Will they endeavour to fix any issues?
NOTE: Some technical issues will need web-developer attention.
– How many keywords will your consultant have you ranking for?
– Which keywords specifically?
– Can they provide a list?
– Are those keywords relevant to your business and WILL THEY CONVERT?
– What sort of competition are you up against for those keywords?
– Is it realistic that you will outrank your competitors?
– What do they mean when they say ranking? Page one of Google, top three results on page one or, the first result on the first page? Be clear about what they are promising.
Keyword optimisation requires a reasonable amount of research. You want the best, obtainable keywords for your business that will also convert. After all, you’re investing in SEO to drive sales not to boost your ego.
– How will your consultant earn backlinks for your site?
Back in the day, an SEOer could buy hundreds of backlinks from spammy sites to boost rankings. Nowadays the Google algorithm is much smarter. It recognises the difference between organic links that are rich in content, and spammy links that offer no search value.
What you want: authentic links from authoritative domains full of juicy content.
What you don’t want: dodgy, bought, backlinks from rubbish sites.