If you’re feeling overwhelmed by SEO jargon, half-baked promises, and the sea of so-called “experts” claiming they’ll get you to Page 1 overnight – take a breath. You’re not alone.
This is meant to be a grounded, strategic guide to help you figure out what SEO actually is, how it works in today’s AI-saturated world, and what to look for in the person (or team) you trust to guide your visibility, credibility, and growth.
Whether you’re hiring for the first time or course-correcting after a bad experience, this will help you move forward – with clarity, confidence, and a better bullshit filter.
Chapters
- What is SEO?
- What are GEO, AIO, AIEO, and LLMO?
- What is an SEO expert?
- What does an SEO expert do?
- When should I hire an SEO expert?
- What should I consider before hiring an SEO expert?
- What is the best way to find an SEO expert?
- Frequently asked questions (FAQ)
What is SEO?
Let’s start with the basics. SEO (Search Engine Optimization) is the ongoing practice of making sure your content shows up when real people go looking for answers, products, or services like yours. It’s not just about getting to the top of Google. It’s about making sure you deserve to be there – because you’re actually useful, trustworthy, and relevant.
But SEO isn’t one thing. It’s a collection of layered, interdependent systems that work together to help search engines (and now, AI engines) understand and recommend your content.
Here’s a breakdown of the three main components that make up good SEO – and why they all matter.
TLDR – What is SEO?
- SEO helps your content show up when people search for what you offer.
- It’s not just about ranking — it’s about being relevant, useful, and trustworthy.
SEO has 3 core pillars:
On-Page SEO: What you say
- Use real keywords, clear structure, and helpful content.
- Link between pages and prioritize readability.
Off-Page SEO: What others say
- Earn backlinks, brand mentions, and trust from reputable sites.
Technical SEO: How it runs
- Fast, mobile-friendly, crawlable site with smart structure (like schema).
On-page SEO: What you say, and how you say it
Think of on-page SEO as your resume for the internet. It’s the stuff you control directly – and it’s how search engines (and people) decide if you’re worth their time. On-page SEO is your chance to show up with value. Do your research. Speak like a human. Make your content easy to navigate and digest.
Key elements of on-page SEO:
- Keywords: The actual words and phrases your audience types into Google (not what you wish they searched for – what they actually do).
- Headings, titles, and metadata: These structure your content, signal importance, and tell search engines (and AI) what your content is about.
- Content quality: This is the big one. Helpful, well-written, original content always wins. Not regurgitated fluff. Not keyword stuffing.
- Internal links: Like breadcrumbs through your site – they guide both users and search bots.
- User experience: Time-on-page, clarity, readability, and accessibility all impact how well your content performs.
Off-page SEO: What the internet says about you
This is your reputation layer – the internet’s collective endorsement (or indictment) of your content. Off-page SEO isn’t just a popularity contest. It’s about earning trust. If no one else is vouching for your expertise, why should Google?
Key Elements:
- Backlinks: Other sites linking to yours. When high-quality sources link to you, search engines see that as a vote of confidence.
- Brand mentions: Even without links, people talking about you (positively, hopefully) boosts trust signals.
- Social signals: Shares, reposts, and engagement can correlate with better visibility – especially on AI-fed platforms like ChatGPT, Perplexity, or Gemini.
- Authority building: Publishing on thought leadership platforms, contributing guest posts, or being cited by reputable sources builds your off-page clout.
Technical SEO: The piping under the hood
You could write the most brilliant article in the world – but if your site is slow, broken, or impossible to crawl, it won’t matter. Technical SEO is the invisible scaffolding. It’s boring – until it breaks. Then it’s everything.
Key Elements:
- Site speed and performance: A slow site is a dead site. Users bounce. Google notices.
- Mobile-friendliness: Over half of all traffic comes from phones. If your site doesn’t work on mobile, you’re losing more than half your audience.
- Crawlability: Search engines need to see your content. That means clear site architecture, working links, no dead ends.
- Indexing: Just because content is live doesn’t mean it’s findable. Technical SEO ensures it’s properly filed away by Google.
- Structured data (schema): Helps search engines understand what your content is (a product, an event, a person, a recipe). This is how you get into rich results, knowledge panels, and featured snippets.
What are GEO, AIEO, AIO, LLMO – and how do they fit in with SEO?
Welcome to the acronym soup of modern search. If you’re feeling overwhelmed by terms like GEO, AIEO, AIO, or LLMO, you’re not alone. I rolled my eyes the first time I heard them. But underneath the jargon, these acronyms reflect a massive shift in how people discover content – and how your business gets found (or doesn’t).
TLDR – What are GEO, AIEO, AIO, LLMO?
- GEO / AIEO / AIO – Optimizing for AI tools like ChatGPT and Perplexity; not just Google.
- LLMO – Optimizing specifically for large language models (the brains behind AI engines).
Why it matters:
- AI tools give one answer, not a list – and you want to be that answer.
- These engines prioritize clarity, authority, structure, and originality.
- With the impending launch of ChatGPT’s web browser, it’s critical to consider
- Generic SEO tactics won’t cut it – they need real value, context, and trust signals.
What to do:
- Use structured data (schema), Q&As, stats, and original research.
- Keep your content crawlable, consistent, and frequently updated.
- Focus on being useful, not just optimized.
GEO & AIEO: The new face of search – beyond Google
GEO stands for Generative Engine Optimization. AIEO or AIO is often used interchangeably – it just emphasizes the “AI” part a bit more: Artificial Intelligence Engine Optimization.
Both describe the same emerging reality: People aren’t just searching on Google anymore. They’re asking ChatGPT, Perplexity, Gemini, Claude, and Pi. And those systems don’t give a list of 10 links – they give one answer.
That’s a huge shift. Traditional SEO was about ranking on Page 1. GEO/AIEO is about being the actual answer – the citation, quote, or snippet that gets surfaced when someone asks an AI a question.
Why it matters:
- AI engines crawl different sources. They prioritize clean structure, authority, and originality. Your content has to be built for both humans and machines.
- You need to earn citations. AI tools pull from a mix of websites, PDFs, forum replies, and blog posts. They cite what feels credible, coherent, and current. No fluff.
- Content needs context. Generic SEO filler won’t cut it. You need content that’s genuinely helpful, unique, and embedded with expertise.
What to do:
- Use structured data (like schema.org).
- Add clear questions + answers (yes, include FAQ sections).
- Include stats, quotes, original research – stuff no one else has.
- Be consistent in tone, voice, and credibility across your domain.
LLMO: Welcome to the Age of Language Models
Personally, I think that LLMO is pretty interchangeable with GEO and AIO. But some insist there’s a distinction. Truthfully, these terms are all still evolving and there are no industry standards that have emerged yet.
In any case, LLMO stands for Large Language Model Optimization. Think of this as SEO’s nerdier cousin. Instead of optimizing for search engines, LLMO means optimizing for the language models behind them – the AI systems like GPT, Gemini, Claude, etc.
LLMO is about feeding the machines the right kind of content to get cited by the machines. If you want ChatGPT to spit out your brand or quote your article, you need to be feeding it the right fuel.
LLMO, GEO, AIEO, AIO – these are just as concerned about what’s ingestible by large language models as what’s visible to users.
That includes:
- Crawlable content with clean, semantic structure
- Consistent naming conventions (like always referring to your product or brand the same way)
- Clear topical authority (you don’t need to be everywhere – but you do need to be the one in your niche)
- Regular updates – because LLMs prioritize freshness and momentum
What is an SEO expert or SEO specialist?
And what the hell do they actually do?
If you’re like most people, “SEO expert” is a job title you have a vague understanding of – even though you’re not 100% sure what they do day-to-day. That’s fair. “Search engine optimization” sounds like something straight out of Silicon Valley.
To answer the question succinctly: An SEO expert is someone who helps your business show up when people are actually looking for you and the solutions you provide.
They aren’t magicians (even though some might promise magic). They can’t game the system, but they can A real SEO specialist is part strategist, part translator, part builder – helping you create content and structure that gets found, gets clicked, and gets results.
TLDR – What is an SEO expert?
- An SEO expert helps your business show up in search by making your site easy to find, understand, and trust – for both people and AI.
They focus on:
- Technical SEO: Fixing site issues, speed, mobile, and crawlability
- On-Page SEO: Optimizing content, keywords, and structure
- Off-Page SEO: Building authority through backlinks and mentions
A good SEO expert:
- Sets clear goals, reports honestly, and evolves with the algorithm
- Avoids shady tactics, vague promises, or ghosting after kickoff
What does an SEO expert or SEO specialist actually do?
It depends on their focus. Some are deeply technical. Some are content-first. And some do both. But any good SEO pro will work across three overlapping areas:
Technical Optimization: Making sure the site works for machines
This is the “boring but essential” part of SEO – and it’s the first place most people screw things up.
A technical SEO specialist will:
- Fix broken pages (404s, redirect loops, etc.)
- Optimize page speed and mobile performance
- Ensure your site is crawlable and indexable by search engines
- Implement structured data (schema markup) so AI and search bots understand your content
- Help manage site migrations or redesigns so you don’t tank your rankings by accident
On-Page Optimization: Making your content make sense
This is where words matter. A lot.
An on-page SEO expert will:
- Identify the actual search terms your audience is using (not what you think they’re using)
- Optimize page titles, meta descriptions, headers, and URLs
- Improve internal linking structure
- Guide content layout for readability, accessibility, and engagement
- Create or refine content that’s genuinely helpful and aligned with search intent
They aren’t just plugging keywords into paragraphs. They’re helping you answer real questions in a way Google (and real humans) understand and want.
Off-Page Optimization: Building your credibility
This is where SEO gets into PR territory.
An off-page SEO specialist will:
- Build backlinks (legitimately – not by buying shady links from forums in Belarus)
- Help your site get mentioned in relevant industry publications, blogs, or directories
- Guide you on how to collaborate with others in your field to gain exposure and trust
- Monitor brand mentions and help grow online reputation
Search engines view links and mentions as votes of confidence. The more you earn from credible sources, the more authority your site gains.
What a great SEO expert does
Regardless of where any particular SEO specialist’s expertise lies, a true SEO expert is your strategic partner – someone who helps you make smart, data-informed decisions.
A great SEO expert will:
- Set measurable goals based on your business needs (not vanity metrics)
- Provide regular updates and clear reporting (no black-box BS)
- Translate confusing SEO jargon into plain-English advice
- Adapt as Google (or AI engines) evolve – because the rules change constantly
SEO isn’t a one-and-done checklist. It’s an ongoing, iterative process. And the person driving it should understand your business, your audience, and your goals.
What SEO experts shouldn’t do
- Guarantee rankings. “We’ll get you to #1 in a week!” is code for “we’re lying.”
- Use shady tactics. Keyword stuffing, hidden links, private blog networks – these will get you penalized.
- Ignore your content strategy. Content is SEO – the two are married now.
- Ghost you after onboarding. You deserve regular updates, clear reporting, and responsive communication.
When should I hire someone for SEO?
Most businesses wait too long to hire SEO help. They wait until traffic is flatlining, leads have dried up, or their shiny new website isn’t showing up anywhere. That’s like calling a roofer after your ceiling collapses. The better move? Bring in an expert before things break – or before you waste time doing the wrong things.
That said, not every business needs an SEO consultant right out the gate. So how do you know when it’s time? Let’s walk through the major moments that signal it’s time to bring in professional help.
TLDR – Hire an SEO expert when…
- Traffic is flat or leads are drying up. You’re stuck on page 2, or visitors aren’t converting.
- You’re redesigning your website. Skipping SEO during a site overhaul can wipe out your rankings.
- You don’t know what content to create. An expert can map content to real search intent and buyer needs.
- You’re expanding or entering new markets. Local SEO and audience-specific strategies matter here.
- You don’t have in-house SEO expertise. If no one owns it, it’s not getting done (or done right).
- You need more leads – but ads are too expensive. SEO is slower but more sustainable and cost-effective long-term.
You’ve hit a growth plateau
If your website used to pull steady leads and now it’s not, that’s a red flag. Especially if:
- Your blog or site hasn’t grown in months
- You’re stuck on page 2 or 3 of search results (and can’t break through)
- You’re seeing traffic but not conversions
This is where an SEO consultant shines. They can audit your site, identify technical or content gaps, and help you build a roadmap to start climbing again. Sometimes a few targeted fixes (like updating old content or improving site structure) can spark serious momentum.
You’re redesigning your website
Redesigns are exciting. But also dangerous. If you don’t consider SEO during a site migration or visual overhaul, you could tank your organic traffic overnight. (Yes, this happens. A lot.)
SEO experts help with:
- Preserving rankings by redirecting old URLs properly
- Making sure your new site is crawlable and structured well
- Avoiding UX decisions that unintentionally sabotage SEO
Waiting until after launch to fix SEO is like installing carpet after the furniture’s already in.
You’re not sure what content to create
This is common. You’ve got a few articles live, maybe some thought pieces, maybe a “what we do” post – but none of it is driving traffic, leads, or rankings.
This is where an SEO-focused content strategist can make a huge difference. They’ll:
- Identify keyword opportunities your audience is actually searching
- Help you plan evergreen and topical content that drives real results
- Align content with customer journeys – not just blog calendars
Good SEO = content that answers the right questions at the right time. Without it, you’re shouting into a void.
You’re scaling, expanding, or entering new markets
If you’re launching in a new city, rolling out a new product, or targeting a new demographic, your SEO needs to evolve with you. That means:
- Local SEO to appear in specific geographic searches
- Reworking content to speak to new buyer personas
- Targeted keyword research for new verticals
Expanding your business without adapting your SEO is like updating your menu but never changing your signage. No one knows what you offer now.
You don’t have SEO expertise in-house
Let’s be real: SEO is complex, time-consuming, and always changing. And unless you have a full-time expert on staff, you’re probably missing out on huge opportunities (or making mistakes you don’t even know about).
Hiring an SEO consultant, agency, or freelancer can fill that gap – without hiring a whole department.
This is especially valuable when:
- You’re wearing too many hats
- Your marketing team is already stretched thin
- You want expert input without long-term overhead
You don’t have to do it all. Get help where you need it.
You need more leads, but ads are getting too expensive
Paid ads are powerful. But also brutal. CPCs keep rising, targeting is less reliable, and as soon as you stop paying, the leads stop flowing.
SEO is the opposite: slow burn, long tail, compounding returns.
If you’re looking to lower your cost-per-lead over time and attract high-intent users without ongoing ad spend, investing in SEO (and content) is a smart, sustainable move.
What should I consider before hiring an SEO expert or agency?
Hiring someone for SEO isn’t like ordering DoorDash. You don’t just click a button and get results. It’s a strategic relationship. And like any relationship, it can go beautifully… or become a time-sucking nightmare.
So before you bring someone on, pause. Reflect. Do the internal work first. Otherwise, you’ll waste money, time, and possibly your entire domain’s credibility.
Here’s what to consider before you sign the dotted line (or hand over admin access to your website).
TLDR – What to consider before hiring SEO help
- Know your goal. Not just “rank #1,” but real outcomes (traffic, leads, conversions, etc.).
- Understand the basics. SEO isn’t magic. It’s slow, strategic, and needs collaboration.
- Check your website’s foundation. If it’s slow, broken, or uncrawlable, fix that first.
- Be ready to collaborate. Good SEO requires access to your data, team, and insights.
- Set a realistic budget and timeline. Expect 3-6 months for early signals, 6-12 for real results.
- Think long-term. SEO is infrastructure, not a quick-hit campaign.
What are you actually trying to achieve?
If your answer is “rank #1 on Google,” back up. That’s not a goal – that’s a vanity metric. SEO should serve a real business purpose. Start by defining why you want to invest in SEO in the first place.
Better goals sound like:
- “Increase organic traffic by 30% over 6 months”
- “Generate 100 qualified leads/month from our blog”
- “Break into local search for our new location”
- “Reduce reliance on paid ads by improving SEO conversions”
A clear goal helps your SEO hire align strategy to outcomes. Without one? You’ll both be guessing – and then blaming each other.
Do you understand the basics (or are you expecting magic)?
This is going to sting a little: If you expect SEO to “just work” like a vending machine, you’re setting yourself (and your expert) up for failure.
You don’t need to be an SEO expert yourself – but you do need to understand what it’s not:
- It’s not instant
- It’s not a replacement for good products, UX, or content
- It’s not done in an echo chamber – it requires access to your data and teams
Hopefully this is helping you learn enough to spot B.S. – and to collaborate meaningfully. If you want more of a primer, ask your SEO candidate to explain their process in plain English. If they can’t? Walk.
Is your website actually ready?
A shocking number of businesses hire SEO help without realizing their website is a digital dumpster fire. You need a baseline of functionality – or SEO won’t stick.
At minimum, a viable website:
- Loads quickly
- Works on mobile
- Has logical navigation and internal linking
- Can be crawled by search engines
If your site is janky, your first SEO hire might need to be a backend web developer. Or a new CMS.
Are you ready to collaborate?
SEO isn’t something you can totally outsource. Even the best SEO experts need your input to succeed.
A good SEO expert will ask:
- Who your ideal customer is
- What your sales funnel looks like
- Which services/products are most profitable
- What you’ve tried already (and what flopped)
Personally, I also like to ensure I have access to:
- Customer reviews, feedback, reports, and case studies
- Product insights, R&D studies, and industry research
- As much data as I can get my hands on
If you don’t know these answers – or can’t provide access to internal teams, data, or content creators – your SEO partner won’t be able to do their job.
What’s your budget and timeline?
You don’t need to break the bank, but you do need to be realistic.
- Under $1,000/month? You’re likely hiring a solo freelancer or getting a starter package.
- $2,000–$5,000/month? You can expect more customized strategy, regular reporting, and real content work.
- $5,000+? You’re working with a full-service team – or aiming for aggressive growth in a competitive industry.
As for timing? SEO is slow. You may see early signals in 3–6 months. You’ll see compounding results in 6–12 months (if you do it right).
If someone promises you Page 1 in a week, they’re selling snake oil – or worse, black-hat tactics that could kill your site later.
Are you ready to commit long-term?
SEO isn’t a one-time fix. It’s not a marketing “campaign.” It’s infrastructure,gardening, and momentum.
If you want immediate results? Run ads.
If you want sustainable traffic, trust, and visibility over time? That’s where SEO shines. But it requires on-going work and a strong partnership.
This time, we’re getting into the how: Where do you even start? How do you avoid SEO charlatans? And what separates a good SEO hire from a costly regret?
Written in your candid, emotionally intelligent voice: strategic, clear, no-nonsense — with enough warmth to make people feel like they’re not failing just because they don’t know this already.
What’s the best way to find and hire an SEO expert?
You mean besides booking a call with me?
I kid! Regardless of whether you hire me or not, I want to make sure you’re doing the proper due diligence to get someone great – instead of just a cookie-cutter agency or freelancer who vanishes mid-project.
There are excellent SEO experts out there. You just need a clear process, a decent bullshit detector, and a willingness to ask better questions.
Here’s how to find – and actually hire – the right SEO partner for your business.
TLDR – How to find and hire the right SEO expert
- Define what you actually need. Technical help? Content strategy? Local SEO? Be specific.
- Don’t just Google it. Ask your network, explore niche communities, vet people through their content.
- Ask better questions. Real experts explain clearly, think strategically, and don’t promise magic.
- Prioritize fit, not flash. Look for clarity, curiosity, transparency, and shared values.
- Clarify budget and scope upfront. Know what’s included, what’s extra, and how communication works.
- Use this quick filter: 1) Understands your business. 2) Offers ethical, tailored strategies. 3) Has relevant success stories. 4) Communicates like a partner. 5) Aligns with your goals and values.
Define what you need (Not Just “SEO”)
“SEO” is a catch-all term. What you really need depends on your business stage, goals, and internal resources.
Here’s how it breaks down:
| You Need… | Look For… |
| A traffic audit / site review | Technical SEO specialist |
| Better blog performance | Content strategist with SEO chops |
| Local visibility (maps, directions) | Local SEO expert |
| SEO for a redesign or rebrand | Migration-savvy consultant |
| Ongoing SEO + content strategy | Full-service freelancer or agency |
If you’re not sure what you need, that’s okay. But admit that upfront. A good expert can help you clarify your goals – often free of charge (instead of being blamed when vague expectations aren’t met).
Build a shortlist of real candidates (not just whoever’s on page 1)
While showing up organically at the top of Google is great evidence that someone knows what they’re doing, don’t just Google “best SEO agency” and call the top result.
Here’s what else you should do to build an SEO expert shortlist:
- Check your network: Ask for referrals from people you trust. Seriously.
- View communities: Check Slack groups, subreddits like r/TechSEO or r/Marketing, or Facebook groups focused on small business and digital marketing.
- Vet content marketers: Read blog posts, watch webinars, or listen to podcasts about SEO. The people teaching it well are usually the ones worth hiring.
- Browse LinkedIn: Use filters to find SEO consultants by niche, location, or industry.
Whoever you look into, ask for case studies, not just promises. Anyone worth hiring can show you real results for real businesses.
Ask better questions
The interview process matters. You’re not just hiring someone to “do SEO.” You’re hiring someone to collaborate with your team, translate goals into strategy, and protect your digital reputation.
Here are questions that reveal true SEO expertise:
| Ask This… | Why It Matters |
| “What’s your approach to keyword research?” | Reveals how they find what your audience needs |
| “How do you measure success?” | Good SEOs focus on business impact, not just rank |
| “Can you explain a time things didn’t go well?” | Honest answers > perfection theater |
| “What do you do differently for AI engines like ChatGPT?” | Signals they’re thinking beyond just Google |
| “Who will I work with directly?” | Clarifies team structure, communication style |
Remember, guarantees of “page 1 in 30 days,” vague or evasive answers, reluctance to explain methodology, or anything that sounds like “don’t worry about it, we got this” is a red flag!
Prioritize fit – not just skill
SEO is collaborative. You want someone who:
- Respects your values and voice
- Communicates clearly and often
- Is transparent about timelines and limitations
- Doesn’t treat you like a sales funnel
Ask yourself:
- Do I understand what they’re saying?
- Do they seem curious about my business?
- Do they challenge assumptions – or just nod along?
This is someone you’re trusting with your public presence. If the vibes are off? Trust your gut.
Clarify budget and scope early
SEO pricing is a wild west. You’ll see offers from $300/month to $30,000/month – and that’s… not helpful.
So, set a budget range early. Then ask:
- What’s included? (Strategy, implementation, reporting?)
- What’s extra? (Blog writing, dev work, backlink outreach?)
- How often will we meet or review progress?
- What happens if things go sideways?
You don’t need the cheapest option. You need the one with the clearest scope, realistic timelines, and a documented process. Cheap SEO often leads to penalties, ghosting, or rewriting your site six months later.
Final Checklist: Hiring with intention
Here’s your simple (but essential) hiring filter. Your SEO expert should:
- Understand your business model and audience
- Offer clear, ethical strategies (no “quick fixes”)
- Show past success with similar clients
- Communicate like a partner, not a vendor
- Align with your values, voice, and long-term goals
If they pass that test? You’ve probably found a good one.
Don’t just “Hire SEO.” Hire alignment.
You’re not just outsourcing a task – you’re choosing someone to help shape how the world finds and experiences your brand. And in a world where search is shifting fast (hello, LLMs and AI engines), the right SEO partner isn’t just optimizing for today – they’re building for tomorrow.
So don’t settle for buzzwords or big promises. Hire someone who listens deeply, thinks critically, and gives a damn about your business.
If you want to see if I’m that guy, check out my career highlights or book a call.
FAQ: Questions about hiring real SEO experts
Can I do SEO on my own? Or should I hire an expert?
Yes, you can do SEO on your own – especially if you’re just starting out and have time to learn. But if you’re serious about growth, competing in a crowded space, or launching a new site or product, hiring an expert is worth it. SEO is complex, constantly evolving, and easy to mess up. A good specialist will save you time, avoid costly mistakes, and drive better results faster.
How much should I expect to pay hourly for an SEO expert with the proper skills?
Rates vary, but for a skilled SEO expert with real experience, expect to pay between $50-$200/hour. Junior freelancers may charge less; seasoned strategists or technical specialists often charge more. If someone quotes $25/hour, be cautious – quality SEO isn’t cheap, and cheap SEO often costs you more in the long run.
I personally charge $45/hour for hourly SEO services – as I’m based in Utah where the cost of living is lower than in many other states (we rank #30 in affordability).
Where should I look to find an SEO expert?
Aside from right here? Look for SEO experts through trusted referrals, LinkedIn, niche online groups, or platforms like Upwork (for vetted freelancers). Avoid just Googling “best SEO expert.” And especially avoid clicking on sponsored listings, if you do! An actual SEO expert should be able to rank at the top organically!
It’s too easy to fake SEO expertise. How can I identify a real SEO expert?
A real SEO expert will explain their process clearly, share case studies with results, ask smart questions about your goals, and never promise overnight rankings. Red flags? Vague answers, guaranteed outcomes, or reluctance to show their work. Transparency and strategic thinking are the giveaways.