Ask each candidate to explain your current visibility gaps, the pages they would prioritize and what they would deliver in the first 60–90 days. For an eligible local business, that can include business-profile accuracy and useful local landing pages; an online-only store needs an approach suited to its actual business model.

Require access to your own analytics and search reporting, a clear scope, named deliverables, fees and an exit process. Reports should distinguish branded traffic from new demand and connect progress to qualified inquiries or purchases.

Red flags include guaranteed positions, bulk backlink packages, doorway pages and refusal to explain the work. A short paid diagnostic with a small, measurable implementation is often easier to evaluate than a long contract. What type of business and service area are you targeting?