I’d suggest focusing on their track record, transparency in strategy, and whether they set realistic goals. It’s easy to get caught up in the sales pitch, but look for those who show you actual data and case studies. I prefer tools like SEMrush and Ahref to check rankings myself, but I’ve been leaning towards SERPtag lately because it’s more affordable and gets the job done. I’d say whether you go with a specialist or a company depends on your budget and how personalized you want the service to be.