So if I'm going to hire an SEO expert to help me with this, what are the kinds of things that I should be looking for and what kinds of expectations should I have?

That is a great question.

I love that.

I think more business owners should... plug into the reporting aspect, like really request in-depth reporting.

I also think don't be afraid to ask about the technical audit of your site.

They're going to come back at you, most of them, with some very technical jargon that's going to feel overwhelming.

But I try really hard to empower my clients to really wrap your brain around and ask as many questions as you want.

Are there... a handful of specific reports that a business owner ought to pay attention to rather than the entire humongous depth of something like Google Analytics?