Finding the right SEO expert can feel like looking for a needle in a haystack. And on a massive freelance platform like Upwork, it’s easy to get overwhelmed. You’ve got thousands of profiles, everyone claiming they’ll get you to page one, and a whole lot of noise in between. The truth? Not every “SEO expert” on Upwork is going to deliver. But the best ones? They’ll change the game for your business.
If you’re serious about growing your traffic, tightening your rankings, and getting your digital house in order, here’s how to hire the right SEO expert on Upwork, without wasting your time or your budget.
Start With Real Goals, Not Just Keywords
Before you even open Upwork, ask yourself what you actually want. Do you need more traffic? Better conversions? Local visibility? A site audit? The best SEO professionals on Upwork work best when they know the end goal. If you’re not clear on that, you’ll waste hours filtering through generic applications. Real SEO isn’t about ranking random keywords, it’s about business growth. Set the tone from the start.
Don’t Just Search “SEO”—Refine It
Typing “SEO” in Upwork’s search bar is going to give you an avalanche of profiles. Narrow it down. Look for experts who specialize in exactly what you need: technical SEO, eCommerce optimization, B2B lead generation, local search, or content strategy. Use filters like job success score (aim for 90%+), Top Rated or Top Rated Plus status, and at least 1,000 hours billed. Those aren’t guarantees, but they’re good signals.
Read Profiles Like a New Yorker Reads a Menu—Fast, But Thorough
When you’re scanning SEO profiles, don’t fall for buzzwords. You want to see specifics: tools they use (like Ahrefs, SEMrush, or Screaming Frog), types of clients they’ve worked with, and real metrics (like increasing traffic by X% or decreasing bounce rate). If someone’s profile just says “I will get you to the top of Google,” keep it moving.
Look for freelancers who write clearly, explain their process, and list industry-relevant experience. Bonus points if they’ve worked with businesses like yours or have agency background.
Check Work History and Reviews for Patterns
Go beyond five-star ratings. Dig into the comments: are clients praising communication? Strategy? Results? Or are they just happy the project ended on time? Watch for patterns: Do multiple people mention traffic growth? Better rankings? Do they say the expert brought clarity or insight? If so, you’re likely dealing with someone who doesn’t just do SEO—they understand it.
Ask the Right Questions in Your Job Post
You’re not hiring someone to press buttons, you’re hiring someone to think strategically. Your job description should include your goals, your current website status, and the type of SEO work you need (technical audit, on-page fixes, content, etc.).
Then ask something smart:
“How would you approach improving rankings for a local service business that gets most of its traffic from mobile?”
The good ones will give a real answer. The rest will copy-paste their resume.
Test Their Communication and Transparency
SEO is a long game. If you can’t communicate with your expert or they ghost you between updates, things go sideways quick. During the interview, pay attention to how they explain things. Do they simplify technical terms? Do they give direct answers? Can they tell you what they’ll focus on in week one?
Great Upwork SEO experts don’t hide behind jargon. They’ll walk you through what they’re doing and why.
Don’t Hire on Price—Hire on Value
There’s a huge range of rates on Upwork, from $10/hour overseas to $200/hour NYC pros. Don’t get distracted. A lower rate doesn’t mean savings if the work drags on with no results. Likewise, high rates should come with strategy, speed, and experience. Most real pros on Upwork charge between $40–$100/hr. If you’re hiring for a fixed project (like an SEO audit or local optimization), ask for deliverables, timelines, and cost breakdowns up front.
Always Ask for a Short Audit or Action Plan
Before you hand over access to your site, ask for a quick audit or game plan. A solid expert will gladly offer insight either free or as a small paid gig before you go all in. This gives you a preview of their style, tools, and brainpower. You’ll instantly see whether they know what they’re talking about or if they’re just bluffing with big words.
Bonus Tip: Keep an Eye on This Pro
If you want a head start, RankYourPage.com is run by one of Upwork’s Top Rated Plus SEO experts, a proven performer in technical SEO, CRO, and traffic growth strategies. Whether you’re a local brand or a scaling eCom store, they’ve worked across industries and know how to get results that actually move your bottom line.
On Upwork, talent is there; you just have to know how to find it. Skip the fluff, look for sharp minds and clear strategies, and remember that good SEO isn’t just about rankings. It’s about growing your business with someone who understands both the algorithm and your audience.
