Take the fabric in your hands and make sure it is firm and at the same time pliable. Part the pile and notice how closely the tufts are set in each row, how much wool there is in each tuft and how close the rows of tufts are together.
Look at the pile height. A low close pile is more likely to wear longer than a high sparse one, but in general both closeness of weave and a substantial pile height are desirable. The weight of the fabric should tell you a good deal too.
It is practically impossible for the layman to really judge the quality of wool. It should be soft but resilient, springing back into place no matter how hard you press it down.
See that it has the natural luster that good wool should have. Of course a worsted yarn has more sheen than a woolen yarn, but no wool should be harsh, brittle, or dull. If the pile is part or all rayon it should still be resilient.
On the amount and quality of the wool in your carpet its permanent good looks depend, and for quality you must rely on the integrity of the manufacturer and your dealer.