This is actually tricky thing to hire a person for SEO of the website. As per my understanding, you should look some below capabilities; The person should have portfolio of some different websites. One should have their repository of accounts or websites, on which he will create backlinks. Concepts should be clear. Check the person commitments as per the portfolio The person should have a strong understanding of the business. Check the person is providing keyword research or not. Also if providing, keywords are relevant or not for your business, if not you should think about the person. Check roadmap and milestones given by the person. And many more other things can check according to the need.