How to Hire an SEO Expert in Canada: Questions to Ask, Costs and Red Flags
Need an SEO expert? How to find and hire an SEO specialist or consultant in Canada: questions to ask, red flags, typical costs, and freelancer vs agency.
Hiring an SEO is hard because the results take months and most of the work is invisible. These questions will help you separate genuine expertise from a good sales pitch.
Questions to ask before you sign
1. Who will actually do the work? Many agencies are sold by a senior strategist and delivered by someone else. Ask to meet the person who’ll be in your account each month.
2. What happens in the first 90 days? A good answer is specific: an audit, a prioritised plan, technical fixes, and the first round of page improvements.
3. How do you report progress? Look for reporting tied to business outcomes such as calls, form fills, bookings and sales from organic search, with rankings and traffic as supporting data.
4. How do you build links? You want to hear about relationships, outreach, PR, partnerships and content. You don’t want to hear about packages or monthly link quotas.
5. How are you handling AI search? In 2026, a strategy that ignores AI Overviews, ChatGPT and other assistants is incomplete. Ask how they measure AI visibility.
6. Who owns the accounts? You should own your domain, website, Google Analytics, Search Console and Google Business Profile, with the SEO added as a user.
7. What’s the contract? Month-to-month or a short initial term is reasonable. Twelve-month lock-ins mostly protect the agency.
8. Can I talk to a current client? A confident SEO will connect you with one.
Red flags
| Red flag | Why it matters |
|---|---|
| “We guarantee #1 on Google” | Nobody controls Google’s algorithm. Google itself warns against these promises. |
| Secret or proprietary methods | Good SEO isn’t secret. It’s skilled, consistent work. |
| They set up accounts in their name | You can lose your data and listings if you part ways. |
| Monthly link packages | Bulk links are usually low quality or paid, and can trigger penalties. |
| Reporting only on rankings | Rankings without leads don’t pay the bills. |
| Long lock-in contracts | Good work keeps clients without them. |
Freelancer, specialist studio or agency?
Freelancers can be excellent value, but quality varies widely and capacity is limited.
Specialist studios (like mine) offer senior expertise with direct access, but may not suit companies that need a large team for paid ads, social and creative all at once.
Larger agencies offer breadth and capacity, but your account may be one of many, managed by junior staff.
The right choice depends on what you need. For most small and mid-sized businesses, senior attention matters more than headcount.
What SEO costs in Canada
Prices vary widely. As a rough guide, independent SEOs and agencies in Canada often charge between $75 and $250 an hour, and monthly retainers commonly run from around $1,000 to $10,000 depending on scope and competition. My own SEO and AEO retainers start at $200 a month plus tax for essentials like reporting and content updates, month-to-month, and scale with the hours you need (see pricing). Whatever the price, ask exactly what work is included each month, and be wary of anyone who can’t tell you.
The bottom line
Hire someone who’s transparent, specific and accountable, and who’s happy to explain the why behind every recommendation. For what a good plan should cover here, see my guide to SEO in Canada. If you’d like a second opinion on a proposal you’ve received, send it to me. I’m happy to give you an honest read.