Short answer
Before you hire an SEO consultant or an agency, compare who does the work, how it is measured and what they promise. An agency brings a team and volume; a consultant brings judgement and direct contact with the person doing the work. If you also want to appear in ChatGPT and Google AI Mode, ask for AI visibility to be measured, not just rankings.
What do you get from an SEO agency and from an SEO consultant?
| Criterion | SEO agency | Freelance SEO consultant |
|---|---|---|
| Team | Several people: strategy, content, technical, links | One senior person, sometimes with collaborators |
| Contact | An account manager; the person doing the work may change | You talk to the person doing the work |
| Volume | High: many pages a month | Lower, with more judgement on what to do first |
| Flexibility | Fixed packages and processes | Adapts to your team and pace |
| Risk | Team turnover | Depends on one person’s availability |
There is no universal answer. If you have a marketing team that produces, a consultant who sets the direction usually delivers more. If you have nobody, an agency gives you hands.
What if what you need is to show up in ChatGPT?
- The usual
Measures rankings and traffic
Many SEO agencies still measure Google only: rankings, impressions and clicks.
- What you need
Measures whether AI names you
A fixed question panel in ChatGPT and AI Mode, with a reproducible method. That is what a GEO consultant does.
The differences between the two strategies are in GEO vs SEO.
What should you ask before you hire an SEO consultant?
- Who is going to do the work, by name?
- What will you measure and how often? Does it include visibility in ChatGPT and Google AI Mode?
- What would you do in the first 30 days, and why in that order?
- Can I see a real report, even an anonymised one?
- What do you need from my team for it to work?
- How do we end it if it does not work?
What are the red flags when hiring SEO help?
- Guarantees of a number one ranking or that ChatGPT will cite you. Nobody controls what a search engine or a model answers.
- Reports with lots of metrics and no decisions.
- Buying links in bulk or mass-produced content without review.
- No mention of AI in 2026: it is where your buyer is starting to search.
Before you talk to anyone
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Frequently asked questions
Is a freelance SEO consultant better than an agency?
It depends on what you lack. If you have a team that produces content, a freelance SEO consultant who sets the strategy usually delivers more. If you have nobody, an agency brings volume. Either way, ask who does the work and how it is measured.
What does an SEO consultant do?
They analyse your site and your market, decide which pages to create or improve and in what order, fix technical issues and measure the result. Today they should also measure whether you appear in ChatGPT and Google AI Mode answers.
How much does it cost to hire an SEO consultant?
It varies a lot with the scope: a one-off audit, monthly support or a programme with content. Be wary of very low prices with guarantees as much as of quotes with no clear scope. I give the price on a call, with the scope in front of us.
Does an SEO consultant also do GEO?
Not always. GEO uses the same technical base but adds measuring and working on visibility in AI engines. Ask directly whether that measurement is included and how it is done.
This article was created with the help of AI and reviewed by José Galán. I take great care over every post and every translation, but the odd mistake can still slip through. If you find one, write to me: you will be helping me improve.
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