Help choosing the right SEO 'expert' to move forward with earn by blogging adsense income

I've an ecommerce site that I'm looking to have audited so that we can begin working on a long term SEO strategy.

How would you suggest someone not very familiar with SEO find the right person to head up a project like this? Are there ways to set goals and expectations when it comes to SEO?

I understand SEO takes time but how can we distinguish the time required for general organic growth vs. time being wasted? In other words, at what point is it safe to assume the person I've hired is full of shit or just can't produce and its time to move on?

If SEO is what you do, do you provide any type of reporting to your clients? For example, weekly reports on what you've done, time spent, measurable results produced, etc?

If you were in my shoes, what would you expect to be provided with?

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