Choose an SEO agency that can show results for businesses like yours, explains exactly what it will do each month, reports on leads rather than just rankings, and lets you own every account. Avoid anyone who guarantees #1 rankings or sells links in bulk. Use the scorecard below to compare up to three agencies side by side.
1. Decide what success looks like first
An agency can only be judged against a goal. Before you contact anyone, write down:
- The outcome: more calls, booked appointments, online sales or demo requests.
- Your market: which countries and cities matter, and which services or products earn the most.
- Your budget range. Our guide to how much SEO costs shows typical ranges by business type.
- Your capacity: who on your team will approve content and give access.
2. Ten questions to ask every SEO agency
- Can you show results for a business like mine? Ask for numbers and screenshots, even if the client name is withheld.
- What will you do in the first 90 days? A good answer is specific: audit, technical fixes, priority pages, tracking.
- Which pages and searches will you focus on, and why?
- How will you build authority? Listen for digital PR, partnerships and content. Be wary of "we have a network of sites".
- Who will actually do the work? Is it in-house, outsourced or white-label?
- What does a monthly report look like? Ask for a sample.
- How will you track leads or sales from SEO? This needs GA4 and call or form tracking.
- Will I own all accounts and content? The answer should be yes.
- What do you need from me? Approvals, access and subject-matter input all affect timelines.
- What is the notice period? After an initial 3–6 months, monthly rolling terms are common.
3. Red flags
- Guaranteed rankings. Google's own guidance warns that no one can guarantee a #1 ranking.
- Secret methods they won't explain.
- Hundreds or thousands of backlinks promised for a fixed price.
- Reports with only rankings and no traffic, leads or revenue.
- Accounts set up in their name, not yours.
- Pressure to sign quickly with long lock-in contracts.
4. Local, national or offshore agency?
Easy meetings and local market knowledge, usually at higher rates.
Bigger teams and processes; check who actually works on your account.
Lower rates and time-zone coverage; insist on proof, clear reporting and a named contact.
Location matters less than process and proof. A remote team that knows your market and reports clearly will outperform a local one that doesn't.
5. Score each agency
Move the sliders after each sales call. Scores are for your own comparison and are not saved.
6. After you sign: what the first 90 days should look like
- Month 1: audit, access, tracking setup, agreed priority list.
- Month 2: technical fixes live; first priority pages improved.
- Month 3: new content and authority work under way; first report showing early movement.
If you run a local business, our local SEO service follows this structure. For online stores, see e-commerce SEO.
Ask us the ten questions
Book a free audit call and put us through the same scorecard. We will answer every question in writing.
Choosing an SEO agency: FAQ
How do I choose an SEO agency for a small business?
Look for proof of results with similar businesses, a specific 90-day plan, transparent pricing, reporting tied to leads or sales, and contracts that let you own all accounts. Compare at least three agencies.
What questions should I ask an SEO agency?
Ask for results with similar businesses, their first 90-day plan, how they build links, who does the work, a sample report, how they track leads, and whether you own every account.
Can an SEO agency guarantee first-page rankings?
No. Google states that no one can guarantee a number one ranking. Agencies can commit to work, process and reporting, not to Google's results.
How long should an SEO contract be?
An initial 3 to 6 months is reasonable because SEO takes time. After that, monthly rolling terms with 30 days' notice are common.
Is it OK to hire an offshore SEO agency?
Yes, if they can show proof of results in your target market, report clearly and give you a named contact. Location matters less than process and transparency.
What should an SEO report include?
Organic traffic, leads or sales from organic search, rankings for priority keywords, work completed that month, and the plan for next month.
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