How to choose an SEO consultant: 7 red flags

This guide is the filter I wish I could have given each of them before that signature. Seven warning signals, each more reliable than the last.

1. They guarantee results (“first page on Google in 30 days”)

Nobody controls Google’s algorithm, so nobody can guarantee rankings. Whoever does is lying in one of these ways: promising keywords nobody searches for (“first for ‘plumber john smith manchester centre’”), or talking about paid ads, or counting on disappearing before the verification. The updated version of this red flag guarantees citations on ChatGPT: same lie, different engine.

2. They ask no questions about your business

A serious consultant, at the first meeting, asks more questions than they answer: who are your best clients, which services earn the most, where do enquiries come from today, who are your real competitors. Whoever presents a quote without understanding how you earn is selling a package, not a strategy.

3. The quote is a mystery package

“Complete SEO optimisation: €299/month”. Complete with what? A serious quote specifies the activities: initial audit, technical interventions, content (how much, who writes it), link strategy (how), reporting (what it measures). If the scope isn’t written down, it doesn’t exist.

4. Secrecy about the method

“We can’t reveal what we do, it’s our know-how”. Know-how lies in how things are executed and in the criteria for deciding, not in the what: SEO activities are known and publicly documented by Google itself. Total secrecy hides one of two things: that nothing is being done, or that things Google penalises are being done — and the penalty lands on you, not on them.

5. Reports that talk about everything except clients

If after three months the reports only show “improved positions” for absurd keywords and charts of internal metrics, ask the only thing that counts: how many conversions (contact requests, calls or sales) came from the organic channel?

6. They want everything in their hands

The domain registered to the agency, access credentials never given to you, a site on a proprietary platform that “you can’t take with you if you change supplier”. It’s hostage-taking dressed up as a service. Non-negotiable rule: domain, website, Search Console and Analytics are yours, and every access is granted by you.

7. No “no” in the conversation

Paradoxically, the most reliable signal of a serious professional is hearing them say no: “this keyword isn’t worth the investment”, “with your budget it’s better to start local”, “your site has a problem that must be fixed before doing SEO”, even “SEO isn’t the priority in your case”. Whoever says yes to everything is selling, not advising. Personally, I find myself advising against investments every day: a client who spends well comes back; one who spends badly disappears and speaks ill of you.

The questions to ask at the interview

Bring these five questions and listen to how they answer, as well as what:

• “How will you decide the priorities for my case?”
• “What will we measure to know whether it’s working?”
• “What happens if after six months results don’t arrive?”
• “Who writes the content and who approves it?”
• “What stays with me if we end the contract?”

Vague answers to precise questions are red flag number zero.

Arrive at the interview prepared

If you want to walk into the conversation already knowing where your site’s most macroscopic problems are, I’ve written a guide to running a first audit yourself, for free. And if you’d rather start from a professional analysis, you can contact me with no obligation.

Frequently asked questions about choosing an SEO consultant

How much does a serious SEO consultant cost? For ongoing projects, a qualified professional rarely works below 400-600 € per month: under that threshold, the time dedicated to your project will inevitably be minimal. But a high price alone is no guarantee: what counts is solely the scope of activities and how they’re actually carried out.

Freelancer or agency? It depends on the project: a freelancer generally offers more direct attention and lower costs; an agency wins on production capacity for large projects. The red flag is identical for both: vague answers and lack of transparency.

How soon should I see results? First movements within 6 months, consolidated results after 12 months, depending on competition. But from the very first month you must see the work.

Should I verify a consultant’s previous work? Yes: ask for concrete cases with context (starting point, interventions, results) and, where possible, client references. Distrust portfolios made only of logos without stories.

Does the consultant need to be in my city? No, SEO works perfectly well remotely. Method matters far more than geography.