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Complete evaluation framework
What to assess and how to score it
Review the evidence signals before interviewing. Then use the anchored descriptions—not instinct alone—to choose the score that best matches each answer.
01
Evaluation factor
Campaigns that performed
30% weight
Ask for specific sites they grew: organic sessions before and after, revenue or lead impact, timeframe, and whether gains survived a core algorithm update.
Evidence to listen for
Names campaigns or programmes they ran, with the metric they moved and the baseline it moved from
Distinguishes their own work from the team's or the agency's
Knows the audience and the offer, not just the channel
Can describe a campaign that failed and why
Five-point scoring guide
1
Poor
No numbers; describes activity rather than results.
2
Needs Improvement
Vanity metrics only; attribution to their own work is unclear.
3
Satisfactory
Real campaigns with some numbers; baselines often missing.
4
Very Good
Named campaigns with metric, baseline, and clear personal ownership.
5
Excellent
Names properties, cites organic traffic and revenue deltas with dates, and explains which levers (technical fixes, content, links) drove them.
02
Evaluation factor
Audience and segmentation
25% weight
Probe how they build keyword and intent maps: tools like Ahrefs, Semrush or Search Console, cannibalisation checks, and clustering by funnel stage.
Evidence to listen for
Describes real customer segments and what differs between them, not demographic guesses
Has built lifecycle stages, journeys, or nurture logic that reflect actual behaviour
Knows where the audience data comes from and its limits
Writes for the segment rather than for everyone
Five-point scoring guide
1
Poor
One message for everyone; no segmentation thinking.
2
Needs Improvement
Segments by demographics only; no behavioural insight.
3
Satisfactory
Workable segmentation; lifecycle logic is basic.
4
Very Good
Behaviour-driven segmentation and lifecycle design with evidence behind it.
5
Excellent
Describes intent-based clusters and topical hubs tied to buyer stage, plus how they retired or merged competing URLs.
03
Evaluation factor
Measurement and testing
30% weight
Test measurement rigour: GA4 and Looker Studio reporting, log file analysis, Core Web Vitals, crawl budget diagnostics, and how they isolate SEO from other channels.
Evidence to listen for
Tests deliberately rather than changing everything at once
Understands attribution limits and does not overclaim
Knows what sample size and duration a test needed
Can name a test whose result contradicted what they expected
Five-point scoring guide
1
Poor
No testing; claims credit for correlation.
2
Needs Improvement
Runs tests but reads them badly; overclaims attribution.
3
Satisfactory
Tests sensibly; rigour drops under deadline pressure.
4
Very Good
Disciplined testing with honest attribution and a result that surprised them.
5
Excellent
Uses annotated dashboards, controlled rollouts or holdout pages, and distinguishes algorithm volatility from genuine performance change.
04
Evaluation factor
Working with the business
15% weight
Check how they move work through others while remote: briefing writers, getting engineering tickets prioritised, and defending SEO requirements during site migrations or replatforms.
Evidence to listen for
Works with sales, product, or operations rather than throwing campaigns over a wall
Briefs designers and writers well enough to get usable work
Manages agencies or freelancers to a standard
Reports results to leadership without spin
Five-point scoring guide
1
Poor
Works in isolation; reports only flattering numbers.
2
Needs Improvement
Limited coordination; briefs are thin.
3
Satisfactory
Coordinates adequately; reporting is honest if basic.
4
Very Good
Strong partner to sales and product; briefs and reports clearly.
5
Excellent
Cites a migration or redesign where they secured dev resource, ran redirect mapping, and prevented traffic loss with documented sign-off.
Put this rubric to work
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