Referrals, case studies, and actual results are the only things that cut through the noise. But here's the catch: you've got to look at the data behind those recommendations, not just the name dropping.
I've spent over a decade and a half in SEO and have run WordPress setups for just as long - including working with dev agencies and contributing to one of the biggest plugins out there. Still, I'm no coder, so I bring in developers for the heavy lifting when needed.
The real trust signal for me is whether someone can explain why a change works without hiding behind jargon. If they can show me a clear before-and-after with numbers (not just "traffic went up"), then I'll listen. Otherwise, it's all just someone else's sales pitch.
