Get them to clearly define what they plan to do. You need to know the detail. Then you need to know whether or not what they say they will do is actually going to achieve the aims you have for your website.
You should also negotiate some terms that state if they do not achieve what they say then you can claw back some of their charges. Really you just need to approach this like any other contract negotiation.
Of course the only way to be sure is to understand SEO yourself.
I would also want to speak to their previous clients and find out exactly what effect their efforts had on the SERPs.
Or, find an expert - some one like me - who you know has the knowledge and skills to do the work for you or negotiate the contract on your behalf. Although I cannot offer to help I'm afraid. I am not available for any more work until sometime in June.



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