How can I tell if a freelancer actually understands SEO?

You can tell a freelancer truly understands SEO by how they talk about strategy and results right from the start. 

A knowledgeable SEO freelancer will be transparent about their approach, reference real successes (like past traffic or ranking improvements), and focus on quality tactics that align with search engine guidelines.

 In other words, they won’t promise magical overnight results. Instead, they’ll explain what needs to be done and why, in plain language.

Let’s break down the key signs that a freelancer “gets” SEO:

They Explain Their Strategy in Plain English

An SEO-savvy freelancer can clearly outline what they plan to do for your website. If they jump straight into confusing jargon or try to mystify their process, that’s a red flag. 

Look for someone who can translate SEO concepts into everyday terms. 

For example, they might say: “First, I’ll perform a technical audit to make sure Google can crawl your site easily. Then we’ll do keyword research to align content with what your customers search for, and improve your existing pages’ titles and headings.” Clear, right?

When a freelancer really understands SEO, they can teach you in a sense. They’ll be able to answer your questions about things like title tags, site speed, or backlinks without stumbling.

 If you ask how they plan to improve your rankings, they should talk about specific strategies (e.g. “I noticed your site is slow on mobile, which can hurt rankings – I’ll start by optimizing images and code.”). This shows they know why each step matters.

They Have Proven Results or Case Studies

Results speak volumes in SEO. A freelancer who knows their stuff will have examples of past work and measurable outcomes. Maybe they helped a client boost organic traffic by 50% in six months, or got a local business ranking in the top 3 for important searches. 

Don’t be shy about asking for case studies or references. If they truly delivered results before, they’ll be proud to share.

For instance, at Embarque we make a point to highlight our wins – like helping one SaaS client go from virtually no traffic to over 60,000 monthly organic visitors in half a year through smart content and backlink strategies. A capable freelancer might not have numbers that dramatic (we have a whole team, after all!), but they should at least show some evidence of improvement for previous clients: charts, metrics, or testimonials.

No portfolio? Or the data is super vague? That could mean they’re inexperienced or their projects didn’t go well. SEO is results-driven, so trust a track record over promises.

They Stay Up-to-Date on SEO Best Practices

SEO changes constantly – Google updates its algorithm, new search features roll out, user behavior shifts. A freelancer who actually understands SEO will keep up with these changes. You might catch them mentioning recent trends like “helpful content updates,” E-E-A-T (Google’s focus on Experience, Expertise, Authority, Trust), or optimizing for voice and AI-powered search results.

Ask them about a recent SEO development and how they adapt to it. For example, “How do you handle Google’s Core Web Vitals update?” or “What’s your take on AI search and its impact on SEO?” If they give a thoughtful answer that shows they’ve been paying attention to industry news, that’s a great sign.

 On the flip side, if their knowledge seems frozen in 2015 (only talking about meta keywords or outdated tricks), you might be dealing with someone who hasn’t evolved – and that’s risky for your business.

They Don’t Make Unrealistic Promises

Be wary of any freelancer who guarantees something like “I’ll get you to #1 on Google in a week!” No one can promise that – not even the best SEO experts – because search rankings are influenced by many factors outside our control. 

A credible SEO freelancer sets realistic expectations. They might say, “It usually takes a few months to see significant improvement, and even then it’s gradual. We’ll aim for steady growth in traffic and rankings, but I won’t promise you the moon.”

This honesty is a hallmark of understanding SEO. They know it’s a long-term game and that quick fixes (like buying links or other black-hat tricks) can do more harm than good. Listen for a focus on sustainable tactics.

 If a candidate pitches “secret” methods or pushes you to buy hundreds of backlinks, they might either be using shady strategies or simply not up to date with how SEO really works today.

A genuine expert is transparent about their methods. They should welcome questions about how they build links or optimize content. If they get defensive or evasive, that’s a clue something’s off.

They Focus on Analytics and Continuous Improvement

Another sign of an SEO-fluent freelancer: they care about data. SEO isn’t set-and-forget; it involves monitoring and tweaking. Ask how they measure success

. A good answer would include tracking metrics like organic traffic, keyword rankings, click-through rates, and conversions from search visitors. They might mention using tools like Google Analytics, Search Console, or other SEO software to continually audit progress.

The key is that they make decisions based on data and user behavior. For example, an astute freelancer might explain, “After we publish new content, I’ll monitor its ranking and traffic. If it’s not performing after a few months, I’ll analyze why – maybe the content needs better internal linking or the page speed is an issue. We’ll adjust and improve.” 

This iterative mindset shows they understand that SEO success comes from refinement over time.

In contrast, someone who “sets up your SEO” once and disappears probably doesn’t grasp the full picture. Real SEO understanding means knowing the work is never truly done – there’s always an opportunity to optimize further or capitalize on new trends.

Communication and Questions They Ask You

Pay attention not just to how they answer your questions, but also to the questions they ask you. A freelancer who understands SEO will want to know about your business and goals. 

They might ask about your target audience, past marketing efforts, or technical setup of your site. This shows they’re thinking strategically and tailoring their approach to your situation, rather than just applying a generic formula.

For example, a thoughtful SEO pro might say: “Who are your main competitors online? Let’s see what we’re up against.”or “Do you have a developer who can implement technical changes if needed?” These are the kinds of discussions that indicate a deeper understanding of how SEO integrates with your overall business.

Good communication is essential. If they can’t explain what they’re doing or why it matters, you’ll be left in the dark. Since SEO can be a long process, you want someone who will keep you in the loop with reports or updates. 

At Embarque, for instance, we provide regular reporting to our clients with insights, not just raw data. A freelancer with real expertise is likely to do something similar on a smaller scale – giving you clear updates and next steps, and being reachable for questions.

Red Flags to Watch Out For

To wrap up this topic, here are a few quick red flags that suggest a freelancer might not truly understand SEO (or worse, might be bad at it):

• Guarantees of instant results or #1 rankings – As mentioned, this is a big nope. SEO pros know guarantees are unrealistic.
• Buzzwords without substance – If they keep throwing around terms like “link juice” or “Google secret algorithm sauce” but can’t concretely explain their plan, caution.
• Lack of questions or customization – If they propose an SEO package without learning anything about your business, they might be running a one-size-fits-all (which rarely works well).
• No mention of content – Content is a huge part of SEO. If they never talk about improving or creating content, and focus only on meta tags or submitting your site to search engines, that’s outdated thinking.
• Poor communication – If they’re hard to reach, dodge direct questions, or their emails are full of typos and unclear statements, you might struggle to collaborate. Attention to detail matters in SEO work too.

Trust Knowledge and Results, Not Hype

In short, you’ll know a freelancer understands SEO when they can articulate a clear strategy, back it up with past results, and demonstrate up-to-date knowledge – all while setting realistic expectations. It should feel like you’re talking to a professional who wants to improve your business, not a salesperson hawking “miracle” solutions.

Take the time to vet and ask questions. The right expert will be glad to give you answers. And if you ever need extra assurance, remember that companies like Embarque rigorously vet their SEO specialists – we ensure they have the chops so our clients don’t have to worry. 

Whether you go with a freelancer or an agency, the goal is the same: find someone who genuinely knows how to boost your search presence the right way. When you do, you’ll feel the difference in confidence and, before long, in your website’s performance too.