Never really given this any thought before.  I think I would suggest
doing a search for SEO locally first; anyone who says they're experts
in the field should have a well-performing website. Local because they
would hopefuly have a reputation to maintain.

I would then (as the client) get a bit sneaky and be totally clueless,
and reluctant to let the SEO access the site.  If he says no problem,
then it's obviously going to be all off the page and any benefits will
disappear once the money runs out.  If he needs to access the site to
optimise the pages then he's obviously going along the right lines,
and it's then you have to decide if you trust these people.

Ask for costings, what sort of guarantees can they offer on results
(obviously nothing on organic search so any guarantees are based on
advertising) and specify Google as the preferred Search Engine.

Also ask leading questions about link directories, paid links, all
sorts of entrapment!  But, of course, we've got a fairly good handle
on what is legit, what works, and what is really bad for a site,
unlike the innocent webmaster who might well fall for the snakeoil.
Tell him to ask for prices, examples of sites they have worked on and
permission to speak to the site owners.  Then try and find the sites
under the terms which he would, as a user think appropriate.

Possibly, by then, you have so disarmed the webmaster with your
transparent honesty, integrity and profound knowledge that he gives
you the job :-)

Becky

On 1 Jul, 08:58, JohnMu wrote: