Finding a writer has never been easier. Post a job on any freelance site, and thirty replies may arrive within the hour. Most will promise “engaging, SEO-optimized content.” Picking the right person from that pile is the hard part. Worse, a bad choice often stays hidden for months, until the posts are live and traffic still hasn’t moved.
If you’re wondering how to choose an SEO content writer, these are the checks I’d make first. That includes checking me, by the way. I’ve been on both sides of this for over ten years, hiring writers and being hired.
Read their actual writing
A profile can claim anything. So ask for two or three real samples, ideally on topics close to yours. Then read them all the way through, not just the first paragraph.
Next, ask yourself a few simple questions. Did you want to keep reading? Did you learn something new? Would you trust the business behind it a little more? If the answer is no, good SEO won’t save it. People simply won’t stay long enough for it to matter.
Check that they understand search, not just writing
Good writing and SEO writing overlap, but they’re not the same skill. A solid SEO writer should explain these things in plain words:
- how they decide what a post should cover
- what search intent means, and how it shapes an article
- how they handle headings, meta titles and internal links
If they can’t explain it simply, there’s a fair chance they don’t really do it.
Notice whether they ask about your customers
The best writers ask plenty of questions before they write anything. Who buys from you? What worries them? What do they ask before signing up? Why do they choose you over a competitor?
A writer who starts without asking any of this will produce generic content. After all, generic is all they have to work with.
Look for some background in your field
You don’t always need a specialist. For technical, legal, financial or health topics, however, background knowledge helps a lot. It saves you corrections, and probably a few embarrassing ones too.
For example, I spent three years writing for a VoIP software company. So when a SaaS client mentions call routing or SIP trunking, they don’t need to explain the basics. That kind of head start is usually worth paying a little more for.
Ask how they use AI
Most writers use AI tools in some way now, and that’s fine. What matters is how they use them.
A good answer sounds like this: “I use it for research and outlines, but I write, edit and fact-check everything myself.” On the other hand, a vague answer is a warning sign. So is a price so low it only makes sense if a chatbot writes everything.
Agree on what’s included before you start
Two writers can quote the same fee and deliver very different work. Before you hire, ask whether the price covers:
- keyword research
- an outline for you to approve first
- the meta title and description
- internal link suggestions
- images, or image ideas
- revisions, and how many rounds
Get the answers in writing. It saves a lot of awkward conversations later.
Start with one paid trial
Hiring someone for twenty articles on day one is a gamble. Instead, start with one or two paid pieces. You’ll quickly learn how they communicate, take feedback and handle deadlines. That tells you more than any portfolio.
The red flags
A few signs usually mean trouble:
- They promise first-page rankings. Nobody controls Google, so this is either a guess or a sales line.
- Their price is far below everyone else’s. Very cheap work is often rushed or fully machine-written.
- They have no samples. Or every sample is on a topic nowhere near yours.
- They never ask questions. Generic input leads to generic output.
- They go quiet between deadlines. If communication is hard during the trial, it rarely gets better.
Questions worth asking in your first message
Feel free to copy these:
- Could you share two samples close to my industry?
- How do you decide what a post should cover?
- What’s included in your price?
- How do you use AI tools in your work?
- How many rounds of revisions do you include?
- Can we start with one paid trial article?
A good writer will be glad you asked. Their answers will also tell you a lot.
FAQ
Should I hire a freelancer or an agency? A freelancer usually costs less, and you work directly with the writer. Agencies can handle more volume and more services. For most small businesses starting out, a good freelancer is enough.
How many articles should I order at first? Start with one or two as a paid trial. Once you’re happy, about four a month works well for most small businesses.
Is it okay to hire a writer in another country? Yes, as long as they write well for your audience and communicate clearly. Many businesses work across time zones without trouble. Just check that their samples suit readers like yours.
How long before the content brings results? Usually, early signs appear in three to six months. Steady traffic takes longer. Publishing consistently matters more than publishing fast.
Want to see how I work? I offer a $49 trial article on a topic you choose. That way, you can judge the writing before committing to anything.
