Choosing an SEO agency is harder than it should be. Every proposal promises growth, most reports look impressive, and it can take months to discover whether the work is actually moving your business forward. Asking the right questions up front saves you from expensive surprises.
Here are the questions we’d ask if we were in your shoes — including a few that might make some agencies uncomfortable.
Key takeaways
- Be wary of ranking guarantees — Google itself says no one can guarantee a #1 position.
- Ask for real case studies from businesses like yours, with specific results.
- Insist on transparency: what will be done, by whom, and how it will be reported.
- Judge success by leads and revenue, not rankings alone.
1. “Can you guarantee first-page rankings?”
The right answer is no. Google’s own guidance says no one can guarantee a #1 ranking, because no one controls Google’s algorithm. Agencies that promise specific positions often rely on tactics that put sites at risk, or target obscure keywords no customer searches for.
2. “Can I see results for businesses like mine?”
Look for specific, verifiable outcomes — rankings for meaningful keywords, lead growth, long client relationships — in your industry or a similar one. We publish ours on our case studies page.
3. “What exactly will you do each month?”
You should get a clear list of deliverables: technical fixes, pages created or improved, links earned and campaigns launched. “Ongoing optimization” isn’t an answer.
4. “How will you measure success?”
Rankings and traffic matter, but leads, calls, bookings and sales matter more. Ask how conversions will be tracked and reported. If the answer is vague, start with conversion tracking.
5. “How do you build links?”
Ask for examples and the types of sites they target. Private blog networks, bulk directory submissions and paid links that pass ranking credit are red flags. Our guide to link building that still works explains the difference.
6. “Who will actually work on my account?”
Find out whether the people who sold you the service are the people doing the work — and how often you’ll talk to them.
7. “What do you need from us?”
Good SEO requires access to your website, analytics and Search Console, input from your team and timely approvals. An agency that needs nothing from you is probably doing very little that’s specific to you.
Want a second opinion on your SEO?
We’ll review your rankings, technical health, content and backlinks — and tell you honestly what’s worth fixing first.
Get a free SEO audit8. “How long until we see results?”
Honest answers involve ranges: early movement within a few months and bigger gains over six to twelve months, depending on competition and how quickly changes are implemented.
9. “What happens to the work if we part ways?”
Content, pages and technical improvements should stay with your website. Make sure you keep ownership of your accounts and data.
10. “How do you handle algorithm updates?”
Look for an agency that focuses on durable fundamentals — useful content, a technically sound site and real authority — rather than chasing loopholes. Read our take on SEO in the age of AI Overviews.
11. “Do you understand our industry’s rules?”
Healthcare, med spas, finance and other regulated categories have content and advertising restrictions. Industry experience prevents expensive mistakes. See our industry playbooks.
12. “How will SEO work with our other marketing?”
SEO performs best alongside Google Ads, social, email and your website. Ask how the agency will coordinate with your other channels and vendors.
Red flags to watch for
- Guaranteed rankings or “secret” techniques
- Reports full of metrics but no leads or revenue
- No access to your own accounts or data
- Cheap packages promising hundreds of links a month
- Pressure to sign a long contract before any audit
How we work
These are the standards we hold ourselves to: transparent work, honest expectations and reporting tied to business outcomes. If you’d like to see how we’d approach your site, start with a free audit or learn more about us.
