25 SEO Interview Questions For Your Agency Needs to Ask to Hire the Right Candidates

You’re struggling to find the perfect SEO candidate for your team, right? I totally get it. Hiring the right SEO professionals can be a challenging task, but with the right interview questions, you can separate the wheat from the chaff and make sure you hire the right person for the job.

In this article, we will provide you with 25 insightful interview questions that will help you evaluate the skills, experience, and potential of SEO candidates. We have gathered expertise from seasoned SEO professionals, conducted extensive research, and analyzed industry best practices to bring you this comprehensive guide.

What Makes for a Great SEO Candidate

Before we dive into the interview questions, it’s crucial to understand what makes a great SEO candidate. And here’s what I’ve learned – SEO roles can vary a lot, from content-focused to technical SEO positions. The key is to have a clear picture of the type of person you are looking for.

Ask yourself if you need an SEO professional who excels in PR and outreach or someone with strong technical SEO skills. Understanding the specific expertise and traits you require will guide you in finding the right fit for your team. But how do you know what you really need?

Passion, determination, resourcefulness, shrewdness, and a hunger for learning are important personality traits to seek in SEO candidates. These aren’t just nice-to-haves – they’re essential.

Look for candidates who exhibit enthusiasm when they discuss SEO. Do they demonstrate perseverance and long-term thinking? Can they think creatively to solve problems? Do they question information critically and have a thirst for continuous learning? Building a strong team requires finding individuals who align with your company’s values and can collaborate effectively. Think about it – would you rather have someone technically brilliant but difficult to work with, or someone with solid skills who fits your culture?

Check Both Soft Skills and Technical Knowledge

When you assess SEO candidates, it’s essential to consider both their soft skills and technical knowledge. And trust me, this balance is harder to find than you might think. Soft skills, such as effective communication, are vital for building relationships with technical and non-technical stakeholders.

A successful SEO professional should be able to explain complex concepts in a clear and concise manner while understanding the needs and perspectives of others. But here’s the thing – how often have you met an SEO expert who can talk to your CEO just as easily as they talk to your developers?

Regarding technical skills, SEO candidates should possess a foundational understanding of how search engines, websites, and the web function. The level of technical knowledge required varies depending on the role, though.

For technical SEO positions, candidates should demonstrate solid technical expertise. However, for other roles, a basic understanding is sufficient, as long as they can collaborate effectively with technical team members. What matters more – someone who knows everything but works in isolation, or someone who knows enough and can work well with specialists?

Now that we’ve covered the key qualities to look for in SEO candidates, let’s explore the 25 interview questions that will help you evaluate their skills, knowledge, and potential. These questions cover a range of topics and can be adapted to suit your specific requirements.

Interview Questions to Assess SEO Candidates

1. Tell me about your proudest achievement in SEO and apply STAR method

This question is gold because it reveals so much about a candidate. The desirable answer shows the candidate shares a specific accomplishment, highlighting their role, tasks performed, actions taken, and the outcome achieved.

What you’re really listening for here is specificity. Did they just say “I increased traffic” or did they explain how they identified opportunities, what specific actions they took, what obstacles they faced, and what measurable results they achieved? Vague answers are red flags. Good candidates have stories ready and numbers to back them up.

2. What part of SEO do you enjoy the most

This question is pure gold because it reveals where their passion really lies. Look for candidates who display a passion for a specific area within SEO, whether it’s technical aspects, content optimization, or link-building strategies. But here’s what matters – do they light up when they talk about it?

This question tells you where their natural interests lie and where they’ll likely excel. Someone who gets excited about technical audits might not be the best fit for a content-heavy role, and vice versa. Their energy when answering this question says everything about their genuine passion.

3. How do you approach black hat SEO

Candidates should exhibit a strong ethical stance against black hat SEO practices while demonstrating an awareness of industry trends and innovation. But you want more than just “I don’t do black hat SEO.”

Good candidates will explain why they avoid shady tactics, how they stay competitive without them, and show they understand the temptations and pressures that lead others down that path. They should know what black hat techniques exist without being tempted to use them.

4. How do you make sure your SEO recommendations get implemented

This is where many SEO professionals struggle, and it’s crucial for success. Look for candidates who can effectively communicate and persuade stakeholders to implement SEO recommendations. Emphasize the importance of business cases and projecting growth and revenue.

What you’re really testing here is their ability to sell their ideas. Can they explain technical concepts to non-technical people? Do they understand how to frame SEO work in terms of business value? Can they work with different personalities and departments to get things done?

5. What is your approach to keyword research

Candidates should explain their methodology for identifying valuable keywords, considering user intent, competition, and relevance. Look for comprehensive approaches that go beyond mere volume metrics.

This basic question surprises me with how many people fumble it. You want methodology here, not just tools. How do they think about user intent? Do they consider the customer journey? How do they balance search volume with competition and relevance? Do they think about seasonal trends or business priorities?

6. What elements contribute to creating a great optimized page

Look for candidates who understand the importance of meta information, high-quality content, keyword relevance, and user experience in on-page optimization. But what I really listen for is this – do they talk about users first or search engines first?

The best candidates understand that great SEO pages serve users first and search engines second. They should mention technical elements like title tags and meta descriptions, but also talk about content quality, user experience, page speed, and how the page fits into the broader site structure.

7. How would you address a situation where your website is significantly behind competitors in terms of content

Candidates should demonstrate the ability to develop strategies for closing content gaps, considering audience needs, competitor analysis, and effective content creation. Content gaps are real problems that many businesses face.

Good answers involve systematic competitor analysis, understanding what content actually drives results for competitors, and developing realistic content creation plans. Not just “write more stuff” but strategic thinking about what content will make the biggest impact.

8. Can you explain the basics of how a search engine works

Candidates should provide a clear overview of search engine processes, including crawling, indexing, and ranking. Keep it simple, but accurate.

If they can’t explain this clearly to you, how will they explain SEO to your clients or stakeholders? This tests both their fundamental knowledge and their communication skills. They should cover crawling, indexing, and ranking without getting lost in technical jargon.

9. What are the risks of having a crawler trap and how can you fix it

Look for candidates who understand the potential issues that can arise from crawler traps and can propose effective solutions to prevent or rectify them. This technical question shows problem-solving skills.

Crawler traps can waste crawl budget, create duplicate content issues, and confuse search engines about your site structure. Good candidates should explain what causes them and have practical solutions for prevention and fixes.

10. How can you prevent search engines from crawling certain URLs

Candidates should demonstrate knowledge of techniques such as robots.txt, “nofollow” attributes, and canonical tags to control search engine crawling. But it’s not just about knowing the tools.

They should understand when to use each method. Robots.txt for pages you never want crawled, nofollow for links you don’t want to pass authority to, canonical tags for duplicate content issues. The why matters as much as the how.

11. What steps would you take to remove accidentally indexed pages from Google’s index

Candidates should outline a process involving the use of various tools, such as Google Search Console and robots.txt, to remove unwanted pages from search engine indexes. This happens more than you’d think, so having an organized approach matters.

Good answers include immediate steps like using the URL removal tool in Search Console, longer-term solutions like robots.txt or noindex tags, and preventive measures to avoid the problem in the future.

12. How do you optimize an image for SEO

Look for candidates who understand the importance of image file size optimization, alt tags, descriptive file names, and accessibility considerations. This simple question shows attention to detail.

They should mention technical aspects like file size and format, but also user experience elements like loading speed and accessibility. Do they think about how images contribute to the overall page experience?

13. What is the best way to gain links from other sites in your opinion

Candidates should demonstrate an understanding of effective link-building strategies, emphasizing the importance of quality content, relationship building, and ethical outreach practices. But what’s their actual strategy?

Look for systematic approaches, not just “create great content and hope.” Good candidates talk about building relationships, understanding what motivates other site owners to link, and having processes for outreach and follow-up. Do they have a system or just wing it?

14. As a white hat SEO do we still need to be concerned about link-building penalties

Candidates should discuss the changes in search engine algorithms, emphasize the importance of ethical link-building practices, and highlight the potential risks associated with manipulative tactics.

The SEO field keeps changing, and link-building risks have changed too. Good candidates understand current penalties, know how to avoid them, but also understand that being too conservative can mean missing opportunities.

15. Let’s say Google has penalized your website for link-building activities How would you handle this situation

Candidates should outline a process for identifying and addressing link penalties, including conducting link audits, removing or disavowing harmful links, and submitting reconsideration requests if necessary.

This tests both technical knowledge and crisis management skills. Do they have a systematic approach to link audits? Do they understand the disavow process? Can they communicate effectively with Google through reconsideration requests?

16. Your website rankings have dropped significantly How would you diagnose the cause

Look for candidates who can analyze ranking fluctuations by considering technical issues, algorithm updates, content quality, backlink profiles, and user experience factors. Good candidates have a systematic approach to diagnosis.

They should mention checking for algorithm updates, technical issues, competitor changes, and content problems. Do they have a logical process for elimination, or do they just guess? How do they prioritize different potential causes?

17. What does your SEO routine entail Which aspects do you check regularly and how often

Candidates should explain their systematic approach to SEO monitoring, including key metrics, website health checks, performance analysis, and regular reporting. This shows how organized and proactive they are.

You want to hear about daily, weekly, and monthly routines. What do they monitor constantly versus what they check periodically? How do they balance reactive work with proactive optimization?

18. Which KPIs do you report on to demonstrate SEO progress

Look for candidates who highlight relevant KPIs, such as organic traffic growth, keyword rankings, backlink acquisition, conversion rates, and ROI. But which ones matter most for your business?

Good candidates understand that different businesses need different metrics. They should ask about your business goals before giving a standard answer. Can they tie SEO work to business outcomes, not just SEO metrics?

19. How familiar are you with Core Web Vitals and how do you optimize for them

This is crucial in 2025. Candidates should understand Google’s page experience signals – Largest Contentful Paint, First Input Delay, and Cumulative Layout Shift. But more importantly, do they know how to actually improve these metrics?

Look for practical experience with performance optimization, not just theoretical knowledge. Have they worked with developers to improve loading speeds? Do they understand the relationship between technical performance and user experience?

20. How has AI impacted your SEO approach and what’s your take on AI-generated content

This is the big question for 2025. Candidates should have thoughtful opinions about AI tools like ChatGPT, how they’re using them in their workflow, and Google’s stance on AI-generated content.

Good answers show they understand AI as a tool, not a replacement for strategy. They should know Google’s guidelines about helpful content regardless of how it’s produced. Do they use AI for research and ideation while maintaining human oversight and expertise?

21. How do you approach E-A-T Expertise Authority Trustworthiness in your SEO strategy

Candidates should understand how to build content authority and demonstrate expertise, particularly for YMYL (Your Money or Your Life) topics. This has become increasingly important.

They should talk about author credentials, content quality, website authority signals, and building trust with both users and search engines. Do they understand how E-A-T applies differently to different types of businesses and content?

22. How do you see the future of SEO in five years

Candidates should showcase their ability to think critically and adapt to changing trends and technologies in the SEO industry. SEO changes fast, so how do they stay relevant?

Look for awareness of current trends like AI, voice search, mobile-first indexing, and Core Web Vitals. But more importantly, do they have a framework for adapting to changes they can’t predict yet?

23. If 80% of your website traffic comes from organic search is that considered a success

Candidates should demonstrate an understanding of the importance of diversifying traffic sources and explain potential risks associated with over-reliance on organic search.

Most people would say this is great news. Smart candidates see the risk. What happens if Google changes their algorithm? What if competitors start outranking you? Good candidates understand traffic diversification and risk management.

24. When might doubling down on SEO not be the most effective strategy for a company

Look for candidates who recognize scenarios where SEO may not yield the desired results, such as limited budgets, intense competition, or market saturation.

This shows they understand business strategy, not just SEO tactics. Sometimes paid advertising, social media, or other channels make more sense. Can they think beyond just their specialty?

25. How do you stay current with SEO algorithm updates and industry changes

Candidates should demonstrate commitment to continuous learning through industry publications, conferences, testing, and professional networks.

They should mention specific resources they follow, how they test changes on their sites, and how they separate signal from noise in SEO news. Do they have a system for staying informed, or do they just react to changes after they happen?

Key Takeaways

Here’s what actually matters when you’re sitting across from an SEO candidate:

Red flags to watch for: Vague answers about past results, obsession with rankings over business metrics, inability to explain technical concepts simply, or zero mention of user experience.

Green flags that matter: Specific stories with real numbers, systematic approaches to problem-solving, ability to connect SEO work to revenue, and genuine curiosity about your business challenges.

The questions that reveal the most: Ask #1 (proudest achievement), #4 (getting buy-in), #16 (diagnosing drops), and #20 (AI impact). These four alone will tell you if someone can actually do the job.

What to test beyond answers: Can they ask you smart questions back? Do they admit when they don’t know something? Can they explain why they’d prioritize certain SEO tasks over others for your specific business?

Your next step: Pick 8-10 questions from this list based on your actual needs. Don’t ask all 25. Focus on the gaps in your current team and the biggest challenges your business faces with SEO right now.