How to Assess the Quality of an SEO Freelancer’s Work

Hiring an SEO freelancer is an investment, and businesses need to ensure they are getting high-quality SEO services that lead to real results. However, SEO is a long-term strategy, and evaluating performance isn’t always straightforward.

So, how do you know if your SEO freelancer is delivering real value? In this guide, we’ll explore key metrics, tools, and best practices for assessing the quality of an SEO freelancer’s work.

1. Check Organic Traffic Growth

A well-optimized website should see an increase in organic traffic over time.

How to track organic traffic:

• Use Google Analytics 4 (GA4) to check the Acquisition → Organic Search report.
• Compare traffic growth before and after hiring the freelancer.
• Look for consistent improvements, not just temporary spikes.
• Analyze bounce rates and time on page to ensure traffic quality.

Red Flag: If traffic drops or remains stagnant for months, your freelancer’s strategy might not be effective.

2. Analyze Keyword Ranking Improvements

SEO freelancers should improve keyword rankings for important search terms.

How to evaluate keyword rankings:

• Use Ahrefs, SEMrush, or Moz to track keyword positions.
• Compare before-and-after rankings for targeted keywords.
• Check if the website ranks for high-intent, relevant keywords.
• Look at Google Search Console’s Performance Report to see which keywords are driving clicks.

Red Flag: If rankings haven’t improved after 3-6 months, the SEO strategy may need adjustments.

3. Evaluate On-Page SEO Optimization

A strong on-page SEO strategy should improve content structure, metadata, and internal linking.

On-page SEO checklist:

• Meta titles and descriptions optimized for primary keywords.
• Proper use of H1, H2, H3 tags for content structure.
• Image optimization (alt tags, compressed images).
• Effective internal linking to improve site navigation.
• Readable, SEO-friendly content (well-structured, engaging, and keyword-optimized).

Red Flag: If meta tags are missing, keyword stuffing is present, or the content lacks optimization, the freelancer may not be doing proper on-page SEO.

4. Assess Technical SEO Fixes

A good SEO freelancer should improve site speed, mobile-friendliness, and crawlability.

How to check technical SEO improvements:

• Use Google PageSpeed Insights to test page speed before and after optimization.
• Run a technical audit with Screaming Frog or Sitebulb to check for:
• Broken links (404 errors)
•  Duplicate content issues
• Crawl errors
• Redirect chains
• Ensure the website has an SSL certificate (HTTPS) for security.

Red Flag: If site errors remain unresolved, the freelancer may not be prioritizing technical SEO.

5. Monitor Backlink Quality and Growth

A good SEO freelancer should build high-quality, relevant backlinks to improve site authority.

How to evaluate backlinks:

• Use Ahrefs, SEMrush, or Moz Link Explorer to analyze new backlinks.
• Check Domain Authority (DA) and Domain Rating (DR) of linking sites.
• Ensure backlinks come from reputable, industry-related websites.
• Look at anchor text distribution to avoid over-optimized links.

Red Flag: If backlinks come from low-quality or spammy websites, the freelancer might be using black-hat tactics.

6. Review Google Search Console Insights

Google Search Console provides valuable data about website performance and SEO improvements.

Key reports to review:

• Coverage Report: Ensure no indexing errors or crawl issues exist.
• Performance Report: Look at click-through rate (CTR), impressions, and organic traffic trends.
• Core Web Vitals Report: Ensure the site meets Google’s page experience standards.

Red Flag: If indexing issues persist or CTR remains low, the SEO freelancer may not be optimizing effectively.

7. Check Local SEO Performance (For Local Businesses)

For businesses targeting local customers, a freelancer should improve Google Business Profile (GBP) visibility.

How to measure local SEO success:

• Use Google Business Profile Insights to check increases in:
  Search views
  Website clicks
  Calls and directions requests
• Track local keyword rankings with BrightLocal or Whitespark.
• Ensure NAP (Name, Address, Phone Number) consistency across directories.

Red Flag: If local search rankings remain low and GBP engagement doesn’t increase, local SEO efforts may not be effective.

8. Analyze User Engagement and Behavioral Metrics

SEO isn’t just about rankings—it’s also about user experience and engagement.

Important user engagement metrics:

Bounce Rate: High bounce rates may indicate poor content quality.
Time on Page: If visitors spend more time on optimized pages, it’s a good sign.
Pages per Session: More pages per visit suggest strong internal linking and site navigation.
Conversion Rate: Improved lead generation and sales show SEO success.

Red Flag: If engagement metrics remain low, SEO efforts may not be attracting the right audience.

9. Look at Content Performance and Traffic Sources

A freelancer should optimize existing content and create new, SEO-friendly content.

How to measure content success:

• Use Google Analytics to check traffic sources (organic, referral, direct, social).
• Look at most-visited pages and identify growth trends.
• Ensure new content aligns with SEO best practices (keyword-optimized, structured, valuable to readers).

Red Flag: If content isn’t driving traffic or ranking for relevant keywords, it may not be properly optimized.

10. Evaluate SEO Strategy Transparency and Communication

A professional SEO freelancer should provide regular updates, progress reports, and strategic recommendations.

How to assess communication quality:

• Are they providing monthly reports on traffic, rankings, and backlinks?
• Do they explain SEO strategies and why specific changes are made?
• Are they transparent about results and realistic about timelines?

Red Flag: If an SEO freelancer fails to provide reports or avoids transparency, it’s a warning sign of low-quality work.

Final Checklist: Signs of a High-Quality SEO Freelancer

• Organic traffic and rankings improve steadily.
• On-page SEO is properly optimized (meta tags, headings, internal links).
• Technical SEO issues are resolved (faster site speed, no indexing errors).
• High-quality backlinks are built (from relevant, authoritative sites).
• Local SEO (if applicable) is driving more engagement and clicks.
• User experience metrics improve (lower bounce rates, higher conversions).
• Freelancer provides clear reports and communicates regularly.

Red Flags Indicating Poor SEO Work:

• Traffic drops or remains stagnant for months.
• Keyword rankings don’t improve or focus on irrelevant terms.
• Backlinks come from low-quality, spammy sources.
• No clear reporting or communication from the freelancer.
• Technical SEO issues remain unresolved.

Read More: How SEO Freelancers Manage Time for Maximum Productivity

Conclusion

Assessing the quality of an SEO freelancer’s work requires tracking rankings, traffic, content performance, and engagement metrics. By regularly reviewing Google Analytics, Google Search Console, keyword rankings, and backlink profiles, businesses can determine whether their freelancer is delivering real SEO value.

A great SEO freelancer improves rankings, enhances user experience, and provides transparent communication. By following this guide, businesses can ensure they’re getting high-quality SEO services that drive measurable results.

If you’re looking for an SEO Freelancer in NYC to help grow your business, I’m Rana Moneeb. I provide professional SEO services in New York City, including Manhattan and Queens, to improve rankings, drive leads, and boost your online presence.