Meanwhile, when's the last time you brushed up on Google's Webmaster Guidelines? Do you have experience in the client's chosen vertical? What about their
city? Do you have international optimization experience? Lee Odden argues that the premise behind some of Google's questions is faulty -- as the answers likely won't guarantee that a firm is
well-equipped to handle the business.
Still, the suggestions are a good start. "All in all, I think it's great to have guidelines for companies when challenged with the task of finding and then evaluating potential Search Engine Optimization firms," Odden says. "As much as business owners would like to just pick... whoever seems to 'click,' hiring the right SEO consultant does take a commitment on the client side to become educated."