Updated: October 15, 2026

SEO interviews test more than definitions. Interviewers want to know whether you can diagnose a traffic drop, investigate indexing issues, prioritise technical fixes and explain results to a client or manager. Use these questions to practise concise answers, then add examples from your own projects.

SEO fundamentals

1. What is the difference between crawling, indexing and ranking?

Sample answer: Crawling is when a search engine discovers and fetches a URL. Indexing is when it processes and may store the page in its index. Ranking is how eligible results are ordered for a particular query. A page can be crawled without being indexed, and indexing does not guarantee strong rankings.

2. What is search intent?

Search intent is the goal behind a query, such as learning, comparing options, finding a specific website or making a purchase. I map the page format and content to the intent visible in the search results and the needs of the target audience.

3. How do you conduct keyword research?

Start with audience needs and seed topics, expand using keyword tools and Search Console data, assess intent, relevance, competition and business value, then group terms into topic clusters. Avoid creating separate pages for near-identical queries when one strong page can satisfy them.

Technical SEO

4. How would you investigate a page that is not indexed?

Inspect the URL in Google Search Console, check HTTP status, robots.txt, meta robots and X-Robots-Tag directives, canonical signals, internal links, rendered content and duplicate or low-value content concerns. Fix the underlying issue before requesting indexing.

5. What does a canonical tag do?

A canonical link element signals the preferred URL among duplicate or similar pages. It is a hint, not an absolute command; Google may select a different canonical based on other signals.

6. What is the difference between a 301 and a 302 redirect?

A 301 indicates a permanent move; a 302 generally indicates a temporary move. Choose the redirect that reflects the real migration intent, update internal links and avoid unnecessary redirect chains.

7. What are Core Web Vitals?

They are user-experience metrics covering loading performance, responsiveness and visual stability. The current main metrics are Largest Contentful Paint (LCP), Interaction to Next Paint (INP) and Cumulative Layout Shift (CLS). Use field data alongside lab diagnostics.

8. How do robots.txt and noindex differ?

Robots.txt controls crawling; noindex is a directive intended to keep a page out of search results when the crawler can access and process it. Blocking a URL in robots.txt can prevent a crawler from seeing a noindex directive on that page.

Content and authority

9. How do you evaluate content quality?

Check whether it answers the audience’s question accurately and completely, demonstrates appropriate expertise, cites reliable evidence where needed, is easy to navigate and adds value beyond existing results. Keep information current and remove unsupported claims.

10. What is internal linking, and why does it matter?

Internal links help people and search engines discover related pages and understand site structure. Use descriptive, natural anchor text and link where the destination genuinely helps the reader.

11. How would you approach a backlink audit?

Review link patterns, relevance and evidence of manipulative activity. Investigate suspicious links carefully; do not assume every low-quality-looking link requires disavowal. Follow Google’s current guidance and document the reason for any action.

Analytics and troubleshooting

12. Which SEO metrics do you report?

Use a mix of organic clicks, impressions, relevant query and page performance, conversions, qualified leads or revenue, indexation health and user experience. Rankings can provide context but should not be the only measure of success.

13. Organic traffic has fallen. What do you check first?

Confirm the size and timing of the decline in analytics and Search Console. Segment by page, query, device and country; check seasonality, tracking changes, indexing, site releases, manual actions, search-result changes and competitor activity before proposing fixes.

14. How do you prioritise an SEO audit?

Rank issues by impact, confidence, effort and affected pages. Resolve critical crawl/indexation or template problems first, then high-value content and conversion opportunities. Explain the evidence and expected outcome for each recommendation.

15. How do you explain SEO results to a non-technical stakeholder?

Connect the work to business outcomes: qualified traffic, leads, sales, customer questions answered and risks reduced. State what changed, what evidence supports the conclusion and what you recommend next.

Practical interview task to practise

A key service page has impressions but few clicks, while organic leads have declined. Explain how you would examine query intent and search-result snippets, review page relevance and conversion experience, compare performance over time, check tracking and technical health, and propose a prioritised test plan. Avoid promising rankings or results you cannot substantiate.

How to prepare

  • Practise explaining each answer aloud in 60–90 seconds.
  • Prepare one example each of a technical issue, content improvement and measurable result.
  • Be clear about which tools you have actually used.
  • For experienced roles, prepare to defend your diagnosis and prioritisation—not just list tools.

Official resources for further study