Hiring the right SEO writer isn’t as simple as checking their portfolio and rates. After spending way too much money on writers who claimed they “knew SEO,” our team learned the hard way that the real difference shows up when you know the right questions to ask SEO writers, because that’s how you separate keyword stuffers from true search experts.
The truth is, about 75% of self-proclaimed SEO writers don’t really get it. They might write well, but they don’t know how to structure content that ranks. We’ve put together a list of questions that cut through the fluff and reveal which writers actually know their stuff.Want to avoid hiring the wrong writer? These questions will help you spot the real deal.
Key Takeaways
- Don’t just take their word for it. Dig into their portfolio and past rankings
- Watch how they handle keyword research (most writers mess this up)
- Make sure they know basic on-page stuff, like headers and meta descriptions
Evaluating SEO Writers’ Experience and Portfolio
Nobody wants to read content that sounds like it was written by a robot. A quick look at an SEO writer’s portfolio tells you if they’re just keyword stuffers or actual writers who know their stuff.
Most writers will show you their “best work,” but here’s what you should really look for: Do their articles rank on page 1? Can they write naturally about complex topics? Do they know how to structure content that keeps people reading? The writer’s niche experience matters too, but it’s not a deal-breaker.
Some of the best SEO writers started in totally different fields. What counts is how they research and present information. One writer we talked to spent 3 hours interviewing industry experts for a single article. That’s the kind of thoroughness that gets results. A solid portfolio shows you what they can actually do, not just what they say they can do.
Ask yourself:
- Have they actually gotten pages to rank? (Get proof, not promises)
- Do their articles flow naturally, or do they read like keyword soup?
- Can they write for both beginners and experts?
- Can they handle projects the way a reliable SEO writer would?
- Do they understand your industry, or at least know how to research it properly?
Understanding SEO Writers’ Keyword Research Competency
Good SEO writers don’t just plug random keywords into their articles. They actually think about what people are searching for and why. The trick is finding keywords that your site can actually rank for (no point chasing after “best coffee maker” if you’re up against Amazon).
A writer who knows their stuff will tell you straight up which keywords are worth going after and which ones aren’t. Some writers swear by fancy tools like SEMrush (costs about $120/month), while others stick to free stuff like Google’s Keyword Planner.
The tools don’t matter as much as knowing how to use them right. One writer showed us how she found a bunch of long-tail keywords about “how to clean coffee makers naturally” that brought in more sales than the obvious “best coffee maker” searches.
Here’s what smart writers look for:
- Monthly search volume (but not obsessing over huge numbers)
- Whether the keyword matches what users actually want
- Competition level. Can your site realistically rank?
- Related phrases that could bring in bonus traffic
- The kind of strategy that shows they understand the real advantages of hiring SEO writers
The real test is seeing if they can explain their keyword strategy without sounding like they’re reading from an SEO textbook.
Assessing SEO Content Optimization Skills
Writers love to talk about their “amazing content,” but it’s the nuts and bolts of on-page SEO that really makes stuff rank. Sure, a writer might craft beautiful paragraphs, but if they don’t know how to structure a page properly, it’s like having a Ferrari with no engine.
The basics matter more than ever now. About 68% of all web traffic comes from phones, so writers need to think about how their content looks on tiny screens. Nobody wants to read giant walls of text on their iPhone. Good writers break things up naturally. Shorter paragraphs, clear headers, bullet points that actually make sense.
Look for writers who know:
- How to write meta descriptions people actually click on
- When to use H2s vs H3s (and why it matters)
- The difference between SEO friendly URLs and keyword stuffed ones
- Why mobile formatting isn’t just about making paragraphs shorter
Red flags pop up when writers can’t explain these basics without googling them first. They should know this stuff is cold. It’s SEO 101.
Evaluating Content Engagement and Value Delivery
Rankings mean nothing if readers bounce off the page faster than a cat on a hot tin roof. The best SEO writers get that there’s a human on the other end of that Google search. They don’t just dump information. They guide readers through it, like a friend explaining something over coffee.
Writers should show examples of how they make boring topics interesting. One writer turned a piece about mortgage refinancing into something that actually kept people reading (average time on page: 4.5 minutes). Well above typical page averages of roughly 52-54 seconds across sites.(1)
Watch for writers who:
- Create content that answers the actual question (not just what ranks)
- Know how to weave in stats and examples without putting readers to sleep
- Think about what the reader needs next (and link to it)
- Aren’t afraid to suggest adding images or videos where they make sense
And here’s something most people miss. Good writers plan for content updates from the start. Search trends change, data gets old, and content needs refreshing every 6-8 months to stay relevant. Writers who get this are worth their weight in gold. If the content doesn’t keep people reading, those high rankings won’t last long.
Staying Current with SEO Trends and Algorithm Updates
Google changes its algorithm about 500-600 times a year. Most writers don’t even notice, but the good ones watch these updates like hawks. You don’t need someone who can recite every Google update since 2011, but they should at least know what happened in the last few months.
A writer who really knows their stuff will mention things like EEAT (that’s Google’s new way of judging content quality) without sounding like they just copied it from Search Engine Journal. They’ll tell you how these changes actually affect their writing, not just repeat what they read somewhere.
What to listen for:
- Where they get their SEO news (if they only mention one source, that’s iffy)
- How they’ve adapted their writing style over time
- Real examples of when they’ve changed tactics after an update
- Whether they test different approaches or just follow the crowd
The SEO world moves fast. Writers who don’t keep up are basically writing for Google’s algorithm from 2020. And that’s about as useful as a chocolate teapot.
Off Page SEO Knowledge and Content Promotion Strategies
Writing’s just half the battle. Content needs eyes on it to actually rank.Writing’s just half the battle. Content needs eyes on it to actually rank. Backlinks still matter: studies show the number of referring domains is one of the strongest ranking correlates, and over 66% of pages have zero backlinks, so earning links is a real competitive advantage.(2)
The better ones suggest natural link building opportunities right in their content. Like mentioning industry stats that other sites might quote, or creating how to guide that people actually want to share. One writer we worked with built relationships with 15 industry blogs, which led to natural backlinks without any sketchy stuff.
What smart writers should know:
- How to write content that people actually want to link to
- Ways to make social sharing natural (not forced)
- Which types of content tend to get more backlinks
- How their writing fits with email newsletters and social posts
And here’s the thing. They don’t need to be promotion experts. They just need to understand how their words help the whole marketing machine work better. That’s what separates the pros from the amateurs.
Analyzing Content Performance and Reporting Proficiency
Numbers tell the real story of how content performs, and decent writers should at least know which numbers matter. Sure, getting 10,000 page views sounds great, but if everyone leaves after 10 seconds, what’s the point? Writers need to understand basic analytics, not be data scientists, but enough to know if their stuff’s actually working.
The best writers keep track of their content’s performance. They’ll show you things like “this article brought in 500 qualified leads last month” or “bounce rates dropped 15% after I rewrote the intro.”
One writer we talked to keeps a spreadsheet of every article’s performance and tweaks things that aren’t working (crazy how changing a headline can double traffic). Look for writers who track:
- Time on page (anything over 3 minutes is solid)
- Bounce rates (below 65% is decent for blog posts)
- Actual conversions, not just traffic
- Which parts of their articles people actually read
Red flag if they can’t tell you how their past content performed. You want someone who learns from what works and what doesn’t. Not someone who just writes and hopes for the best.
Aligning SEO Writing with Branding and Marketing Goals
Brand voice matters just as much as keywords, maybe more. Writers who think they can use the same style for a hip tech startup and a serious law firm aren’t doing anybody any favors.
Good SEO writers act like chameleons, switching their tone to match each client’s vibe, much like how a skilled AI editor adapts to refine content without stripping away its originality.
The best ones ask questions about brand guidelines before they even start writing. They want to know about target audiences, competitor content, and what’s worked before. One writer we talked to spent an hour studying client social media posts just to nail the right tone (that’s the kind of attention to detail you want).
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What to ask about:
- How they study a brand’s existing content
- Their process for matching different brand voices
- Examples of writing for different industries
- How they balance SEO needs with brand guidelines
Watch out for writers who say they’ll “figure it out as they go.” That’s code for “I’ll probably mess up your brand voice.” You need someone who gets that SEO content isn’t just about rankings. It’s about representing your brand the right way.
Operational and Workflow Considerations
Let’s talk about the nitty gritty stuff nobody mentions in those fancy writer portfolios. A writer might craft beautiful prose, but if they ghost you for three days or freak out over basic edits, they’re more headache than help.
Real pros handle multiple projects without drama. They’ve got their system down. Research in the morning, writing after lunch, edits before day’s end. Whatever works. Most can crank out a solid 1,500 word article in about 4 hours (if they say they can do it in 1 hour, they’re either lying or cutting corners).
What separates the pros from the rookies:
- They’re straight up about deadlines (no “dog ate my homework” excuses)
- They don’t get weird about revision requests
- Their second drafts actually fix what you asked them to fix
- They keep track of feedback and actually use it
- They remember your style guide exists
Nobody’s perfect, but good writers own their mistakes and learn from them. They don’t vanish when things get tough or throw a fit when you ask them to move a paragraph. That kind of reliability? Worth its weight in gold.
Watch how they handle the first round of edits. That tells you everything you need to know about working with them long-term.
FAQ
How do I know if an SEO writer understands good SEO and SEO work?
A skilled SEO writer should be able to explain how they apply good SEO practices in their daily SEO work. Ask them to describe how they research a target audience, improve online presence, and create SEO content that attracts consistent organic traffic.
What red flags should I watch for when hiring an SEO writer or SEO team?
Common red flags include vague answers, a lack of case studies, or limited knowledge of SEO tactics. Reliable SEO writers or an experienced SEO team should share examples of content writing, SEO content writing, and strategies that improved user experience and search engine rankings.
Do I need an SEO expert, SEO consultant, or a full SEO agency?
The choice depends on your needs. An SEO expert or SEO consultant may focus on technical SEO, link building, and best practices. If you need wider support, SEO companies or a full SEO agency can provide services that include content marketing, digital marketing, and conversion rate optimization.
How do SEO tools and Google Analytics fit into SEO content writing?
SEO tools help with keyword research, technical SEO analysis, and monitoring search engine rankings. Google Analytics provides clear data on organic traffic, user experience, and conversion rates. A qualified SEO content writer should be able to explain how they use these tools to guide their SEO content writing.
What interview questions should I ask SEO writers about SEO tactics and case studies?
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Talk to UsGood interview questions focus on how SEO writers use SEO tactics like link building, content marketing, and digital marketing. Ask for case studies that show how they improved online presence, boosted organic traffic, and achieved measurable results through search engine optimization.
How can content writer skills overlap with SEO content writing?
A traditional content writer may focus on storytelling and readability, while an SEO content writer blends those skills with SEO best practices. Ask how they balance content writing with SEO tactics to satisfy search engines and reach the right target audience effectively.
Why does marketing strategy matter when hiring an SEO content writer?
An SEO content writer should always connect their SEO content to a larger marketing strategy. This may include content marketing, digital marketing campaigns, and ongoing search engine optimization. A strong strategy ensures long-term search engine rankings, better user experience, and stronger engagement with your target audience.
Conclusion
Finding SEO writers who actually deliver isn’t just about checking portfolios and test assignments anymore. After working with hundreds of writers at JetDigitalPro, we’ve learned that the right questions reveal who really knows their stuff.
The best writers combine deep SEO knowledge with engaging content that keeps readers hooked. They understand both the technical side and the human element. A rare combo that makes content work harder for your business.
Ready to skip the writer hunt and get content that actually ranks? Let’s talk about your content needs today
Related Article
- https://jetdigitalpro.com/finding-reliable-seo-article-writers/
- https://jetdigitalpro.com/advantages-hiring-seo-writers/
- https://jetdigitalpro.com/questions-to-ask-a-human-ai-editor/
References
- https://www.forbes.com/advisor/business/software/website-statistics
- https://backlinko.com/seo-stats
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