Selecting the right SEO agency can significantly impact your business’s online visibility and long-term growth. Finding a good SEO agency that fits your needs requires careful research, thoughtful consideration of your business goals, and an understanding of how SEO strategies align with your needs. By focusing on experience, transparency, communication, and ethical practices, you can find an agency that will help you achieve sustainable growth and long-term success in your online presence. Avoid agencies that promise quick fixes or shortcuts, and instead, prioritize those that offer customized, data-driven strategies that align with your brand’s unique needs and goals.
Below, we have compiled a list of a 10 points that can help you find the right SEO agency for your needs. Before we dive into that, however, we will start with a brief overview that answers the question – what is SEO and why can companies and other organizations benefit from it?
What is SEO and Why is SEO Important?
SEO, which is short for Search Engine Optimization, is the process of improving the quality and/or quantity of website traffic arriving to a site or to a particular web page from one or more search engines. In essense, it is about creating and adjusting websites to make them appealing to search engine algorithms, in order to make the website or webpage show up when people use search engines to nagivate the web.
Today, traffic from search engines can originate from several different types of searches, including word search, image search, video search, and news search. As of 2024, the five main search engines are Google, Microsoft Bing, Yahoo!, Yandex, and DuckDuckGo. Out of these, Google is by far the largest one on a global scale, commanding well over 90% of the worldwide search market share.
An SEO Agency will typically focus chiefly on improving your web presence in regards to Google, since that is the largest search engine, but other search engines can also be considered – including nische search engines, e.g. search engines for academic work, industry-specific vertical search engines, and search engines that are big on a specific geographical market.
SEO is typically a part of a wider digital marketing or PR strategy and the field has come a long way since its humble 20th century beginnings. SEO can be extremely important for a company or other organization since it helps bring so called organic (non-paid) traffic to your site. This can in turn translate into either more direct sales, or improved sales figures in the long-run through better brand awareness.
Some websites rely heavily on SEO to attract suitable traffic, while others combine it with other digital marketing strategies, e.g. banner advertising, pay-per-click campaigns, collaborations with digital influencers, etcetera.
It should be noted that most of the adjustments that a reputable 21st century SEO agency will do to a website to improve the flow of search engine generated traffic is about improving the user experience rather than manipulating the search engine with quick fixes. Google and other search engines generally aim to send their users to high-quality webpages that load quickly and actually answer the questions asked by the search engine users. Therefore, a lot of the work carried out by a modern SEO agency is about improving the general usability of the website, e.g. by ensuring that it is up and running 24/7, that information is easy to find, and so on.
Ten Points to Consider When Selecting an SEO Agency
1. Understand Your SEO Goals
Before beginning your search for an SEO agency, it’s important to clearly define your objectives. The end-goal of a company is typically to boost sales, but what are your stepping-stone goals to that end? Do you want to generally boost organic traffic, improve local search rankings, enhance website usability, target specific keywords, or something else? Understanding your needs will guide you in finding an agency that specializes in the services you require. Of course, a good SEO agency can also help you figure out what it is that you need to achieve your short-term and long-term goals when it comes to search engine traffic.
- Example Goals:
- General boost of site traffic
- Increasing direct conversions or sales by getting more high-quality traffic
- Improving overall search rankings for the website, e.g. to help build brand awareness
- Improving search rankings for certain keywords
- Enhancing website speed and technical SEO
2. Look for Proven Experience and Expertise
An agency’s track record can provide insight into their ability to achieve results. You want an SEO agency that has substantial experience, especially in your industry or with businesses similar to yours. Always ask for case studies, portfolios, or references. Look at the agency’s own SEO—are they ranking well for relevant keywords? This can be a strong indicator of their skills and dedication.
- Questions to Ask:
- Do they have a track record in your specific industry?
- Can they share case studies or success stories?
With that said, there are also situations where going with an up-and-coming SEO agency can have its benefits. You might prefer to be a very important client for a small SEO agency rather than just one of many clients using a big firm. Going with a less established SEO agency can also help if your budget is tight, although simply picking the cheapest available firm is rarely a good idea. You still need to assess the SEO agency with the ten points in this list in mind.
3. Assess the Range of Services Offered
SEO involves multiple disciplines such as:
- Technical SEO (site speed, mobile optimization, site structure)
- On-page SEO (keyword optimization, content creation)
- Off-page SEO (backlinking strategies)
- Local SEO (for geographically targeted businesses)
Ensure the agency covers the areas you need help with. For example, if you’re an e-commerce site, look for an agency with a strong understanding of product page optimization and e-commerce aspects of technical SEO.
4. Look for Transparency and Good Communication
A good SEO agency should be transparent about their process and communicate well with their clients. They should provide clear insights into how they plan to improve your rankings, what strategies they will implement, and the expected timelines. Look for agencies that are open about their methods and avoid agencies that hide behind technical jargon and buzz words.
- What to Expect in Communication:
- Regular updates on strategy and progress
- Reports at certain intervalls, e.g. weekly or monthly
- Clear explanations of complex SEO concepts
5. Beware of Overpromises and Non-Binding Guarantees
If an SEO agency guarantees quick results or promises to get you to the #1 spot on Google immediately, be cautious. SEO is a long-term strategy, and results often take time. Due to the complexity and ever-changing nature of search algorithms, no one can be absolutely sure that they will achieve specific rankings. There are SEO agencies out there that will overpromise and underdeliver – and you want to stay clear of them.
- Examples of Red Flags:
- Promises of overnight success
- Claims of guaranteed #1 rankings
- Not being able to explain how they can guarantee certain results
- Not being clear about what will happen if they fail to deliver on their promises
6. Customization and Tailored SEO Strategies
Avoid agencies that offer a one-size-fits-all approach. Every business has unique needs, target audiences, and competition. The right SEO agency will create a tailored SEO strategy based on your specific goals, industry, and market. They should perform a thorough audit of your website, understand your business model, and craft a customized plan.
- Key Customization Indicators:
- In-depth SEO audit
- Competitor analysis
- Tailored content and keyword strategy
- Beging able to explain why certain actions or changes are beneficial for your particular goals
7. Focus on Ethical SEO Practices (White-Hat SEO)
The agency you choose should use white-hat SEO practices—ethical strategies that adhere to search engine guidelines. Beware of agencies that use black-hat tactics, such as keyword stuffing, stealing content, or creating duplicate content. These risky methods might offer short-term gains but can lead to penalties from search engines, harming your site’s reputation and rankings in the long run.
- White-Hat SEO Examples:
- Creating high-quality content
- Building organic backlinks through outreach
- Improving site usability
8. Ensure They Provide Clear Reporting and Analytics
A reliable SEO agency will regularly provide data-backed reports on the performance of your campaigns. These reports should cover key metrics such as organic traffic growth, keyword rankings, conversion rates, and backlink acquisition. More importantly, the agency should offer actionable insights based on these reports, outlining what’s working, what’s not, and how the strategy will be adjusted.
- Metrics to Expect:
- Organic traffic and rankings
- Conversion rates
- Time on site, bounce rate, and engagement metrics
- Backlink profile growth
9. Evaluate the Price and Pricing Structure
SEO services come with a range of pricing models—monthly retainers, fixed packages, or hourly consulting fees. It’s important to understand the pricing structure and ensure it fits your needs and budget. However, don’t simply opt for the cheapest option nor believe that a bigger price-tag always means better results.
Low-cost SEO agencies may cut corners or use outdated techniques, but high-cost services will not automatically offer better value. As with most services that we purchase, both as individuals and for our organisations, we need to actually do the homework and strike a balance between cost and quality of service.
- Common Pricing Models:
- Monthly retainer (consistent support)
- Project-based (one-off services like site audit or optimization)
- Hourly consulting (advice or troubleshooting)
10. Consider Their Reputation and Reviews
Before making a decision, research the agency’s reputation online. Look for client testimonials, reviews on third-party platforms like Google, Clutch, or Yelp, and check their presence on social media. Pay attention to both positive and negative feedback to gauge their reliability, communication style, and ability to deliver results.
Be aware that it is fairly easy to plant fake reviews at many third-party web sites. Look for consistency and try to spot trends in the posted opinions, rather than focusing on a few glowing reviews or a handful of overly critical posts.
- Examples of Sources for Reviews and Opinions:
- Clutch.co (for agency reviews)
- Google My Business
- Social media platforms (LinkedIn, Twitter, etc.)
This article was last updated on: September 23, 2024