Search engine optimization (SEO) can help businesses of all sizes significantly increase the online visibility of their websites and generate more qualified leads.
However, with so many SEO agencies available, choosing the right one can seem overwhelming. If you’re looking to hire an SEO agency to help you with your online presence, asking the right questions is key.
The success of an SEO campaign lies in finding an agency that aligns with your specific goals and uses effective strategies. In this article, we will share 20 questions you should ask an SEO agency before deciding to hire them.
1. What SEO areas will you optimize on my site?
No matter what the SEO company’s website says, ask them this question.
We’ve seen too many cases where companies hire an agency expecting XYZ but get ABC instead. Ask this question to confirm if this firm meets your needs, such as improving your backlink profile or optimizing technical SEO.
2. Do you specialize in SEO for specific markets?
Hiring an SEO agency that specializes in your industry, such as manufacturing, or your business model, such as B2B, can give your SEO strategy a competitive advantage because the agency already understands your market, challenges, and more.
If the agency has experience in your industry, ask:
- How many companies in my industry have worked with you?
- Will an industry-specific expert be assigned to my account?
- Do you have any references or case studies to share?
3. Do you work with any of my competitors?
Even if an agency doesn’t specialize in your market, one of the key questions to ask is whether they work with your direct competitors.
Reputable SEO agencies don’t work with direct competitors and will usually research this aspect before continuing negotiations with you.
If they do, many offer recommendations to other trusted agencies.
4. How do you define success in SEO?
This is one of the most important questions when hiring an SEO agency.
The answer can clarify a lot about your potential relationship, including the reasons for hiring an agency.
Success in SEO is measured in a variety of ways: some focus on rankings and traffic, while others prioritize leads and profits. Ideally, you’re looking for an agency that:
- Ask how you define success in SEO.
- Share your definition of SEO success.
5. How do you incorporate SEO into a broader marketing strategy?
You’re probably investing in more marketing strategies than just SEO, such as paid advertising or email marketing. Like other digital strategies, SEO works best when it’s part of an omnichannel plan.
Ask how the agency integrates its work into your overall strategy. For example, do they consider your lead magnets for email marketing efforts when producing content? Do they help ensure that paid landing pages follow SEO best practices?
6. Will you collaborate with my other agencies?
If you work with multiple agencies (web design, social media, etc.), it’s essential to ask this.
Collaboration between agencies can:
- Optimize project management.
- Meet deadlines.
- Synchronize marketing initiatives.
In comparison, a lack of collaboration can motivate companies to opt for one-stop agencies that cover all needs.
7. Do you require access to my site?
SEO optimizations involve updates to your site, from new content to page speed improvements.
If you can’t provide access, which is common in larger companies, ask how they would handle a lack of access and how it affects their processes and results.
8. When can I expect SEO results?
This question can reveal unreliable agencies.
Scam companies often promise results in unrealistic time frames, such as 30 days. SEO typically takes 3-6 months to show results, and some sites require up to 12 months.
If the agency has already audited your site, they should provide a more accurate estimate.
9. What kind of SEO reports will you provide?
Every SEO agency should offer performance reporting. However, asking this question can help you better understand how they report. For example, you can learn what metrics they measure, what attribution model they use, and other important details. It’s not unreasonable to ask for a sample report.
10. What SEO tools do you use?
While you probably won’t have direct access to the tools the agency uses, knowing their toolset can help you better understand their data sources, processes, and more. Typically, the best agencies will mention well-known SEO platforms like Ahrefs, Semrush, and other paid tools.
If the agency mentions proprietary or exclusive tools, ask follow-up questions such as:
- Is it a white label tool or is it proprietary?
- Will I have access to this tool?
- Where does this tool get its data from?
- If this tool uses my company’s data, is it safe?
- Can you provide a demo of the tool?
11. How do you communicate with customers?
Communication is key to a successful agency-client relationship, so it’s important to understand:
- What communication methods does the agency use, such as email, phone calls, or video conferencing?
- The frequency of communications, whether weekly, monthly or quarterly.
- Who will be in charge of communicating with you and your team.
- If the agency can adapt to your personalized communication needs.
Before contacting an SEO agency, we recommend looking for mentions of their communication in customer reviews. Based on the feedback, you can assess in advance whether the agency excels (or fails) in this critical area.
12. Who will I contact about my account?
While this question could be covered in the previous one, it is important enough to include here. Whether you are looking to share information or troubleshoot a problem, you need a dedicated point of contact (POC) at the SEO agency. However, not all agencies offer a dedicated POC.
13. How much time will it require from me?
Ask this question to SEO agencies, regardless of your preferred level of involvement, whether completely hands-off or more involved. Typically, SEO agencies will require more time initially, but time requirements can vary depending on who is managing your account.
This question also helps you decide if your preferred level of involvement works for the agency.
14. What do they need from my business to be effective?
The performance of your SEO strategy depends on both the agency and your team. That’s why it’s valuable to ask what your company’s agency will need to achieve the expected results.
For example, agencies often request:
- Brand or style guides.
- Information about the target audience.
- Access to the website.
- Information about your best-selling products or services.
15. Are you willing to travel for face-to-face meetings?
If you’re hoping to meet with your SEO team in person, ask this question. Some agencies are willing to travel to your location, especially if they’re close to your area. However, others may not be able to due to distance.
Alternatively, if you are willing to travel, ask if you can visit their offices.
16. Do you require an SEO contract?
In most cases, SEO agencies will require a contract. The length of the contract depends on the agency. In our experience, most companies handle contracts of six to twelve months, although some work on monthly agreements.
17. What happens if I terminate the contract?
Do your research before signing with an SEO agency and ask what will happen in the worst-case scenario, i.e. if you decide to end the contract. How agencies handle contract termination often depends on the reason for ending the relationship, such as unsatisfactory results, service issues, budget cuts, or other causes.
18. What is your pricing model for SEO?
Most SEO agencies don’t publish their prices online, so we recommend asking directly. The most common pricing models for SEO services include monthly fees. If you’re hiring an agency for SEO consulting services, they may charge an hourly or one-time project fee.
19. What are your SEO deliverables?
Your service deliverables detail what an SEO agency will do for your business. That’s why we recommend avoiding agencies that refuse to provide a list of deliverables or don’t include them in the SEO contract.
20. Can you provide client references?
Client references are great, especially if they come from your industry. Add this question to your list, as it will allow you to receive valuable insight into what it’s like to work with that agency.
Why hire an SEO agency?
So when should you consider hiring an SEO agency? Sometimes, it’s not so obvious when to partner with an agency to achieve your goals.
Here are some reasons why you should hire an SEO expert:
- You want to improve your SEO strategy and results.
- Your team is overloaded or you don’t have an in-house SEO team.
- Your website is not generating traffic.
- Your site is not ranking in search results.
- You have the budget to hire an SEO agency.
- You or your team lack extensive SEO knowledge and experience.
If you or your team are not well versed in SEO ranking factors and search engine algorithms, it might be time to consider hiring an agency that spends their time researching these aspects. Additionally, if you are not getting the results you want, an SEO agency can help you create and manage a strategy that will drive traffic and revenue.
