One of the easiest ways to spot a capable SEO is by asking the right interview questions.
When I interview SEO candidates for our agency, these are three questions I always ask:
1. “Can you walk me through your typical SEO process?”
A strong candidate should be able to explain SEO as a strategy with many moving parts — starting with understanding search intent, then creating genuinely helpful content, optimising pages so search engines better understand them, building quality backlinks, and continuously monitoring performance.
2. “What metrics do you use to measure SEO success?”
Another thing we look at is how they measure success. Traffic alone isn’t enough. A good SEO ties their work to real business outcomes — whether that’s qualified leads or sales.
3. “How are you adapting to changes like Google’s AI Overviews?”
Finally, ask how they’re adapting to changes like Google’s AI Overviews and AI Mode. SEO in 2026 isn’t the same as it was a few years ago, and strong candidates should have a clear understanding on where search is heading.
I break down the exact interview questions I use in more detail in this guide on how to hire an SEO expert for your business.