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Search engine optimization (SEO) plays a major role in helping businesses get found online, but choosing the right agency can feel overwhelming. A good SEO agency should help improve your website’s visibility, attract more visitors, and support long-term growth. However, not all agencies take the right approach. Some overpromise and underdeliver, use outdated techniques, or lock businesses into long-term contracts without clear results.
To avoid common setbacks, it’s important to ask the right questions before signing on. In this article, we’ll walk through five important things to consider when selecting an SEO agency, so you can feel confident in your decision.
Five Key Questions to Ask an SEO Agency
It can be so easy to land on the website of an SEO agency, review what they have to say, and sign on the dotted line. And in some cases, you might get lucky and find the right agency the first time around. But we encourage you to be a bit more scrupulous when it comes to deciding who you want to work with for your SEO efforts.
Here are some key questions you can ask when interviewing potential SEO agency candidates.
- What Is Your Approach to SEO Strategy?
A strong SEO strategy isn’t one-size-fits-all. The best agencies take the time to understand your business, audience, and goals before developing a plan tailored to your needs. A solid strategy should include on-page optimization, technical improvements, content planning, and high-quality link building.
Be wary of agencies that promise instant results or use cookie-cutter strategies. SEO is a long-term effort that requires consistent refinement. Any agency that guarantees you’ll reach the first page of Google overnight is likely relying on shortcuts that could hurt your site in the long run. Look for an agency that values data, adjusts its approach as needed, and prioritizes ethical techniques.
- How Do You Measure Success and Report Progress?
SEO isn’t just about rankings—it’s about business growth. A trustworthy agency will track and share a variety of performance metrics, including:
- Organic traffic: How many visitors are finding your site through search engines?
- Keyword rankings: Are you gaining visibility for relevant search terms?
- Click-through rate (CTR): Are searchers clicking on your content?
- Conversion rate: Is SEO driving meaningful actions, like purchases or inquiries?
- Bounce rate: Are visitors staying on your site, or leaving immediately?
Transparency is key. A good agency will provide clear, consistent reports with real data—not vague promises. Be cautious of agencies that avoid answering questions about their tracking methods or only highlight vanity metrics like impressions without deeper insights.
- Can You Share Case Studies or Client Success Stories?
Past performance can offer valuable insight into an agency’s credibility. A reputable SEO agency should have case studies or client testimonials showcasing measurable results.
When reviewing case studies, look beyond surface-level claims. Instead of just noting increased rankings, a strong case study should show how SEO efforts led to real business growth—such as higher website traffic, improved lead generation, or increased revenue. If an agency refuses to provide examples of past work or relies solely on anonymous testimonials, that could be a red flag.
- How Do You Approach Link Building and Content Creation?
A well-rounded SEO strategy includes both high-quality content and ethical link-building practices. Google values useful, well-written content that provides real value to readers, so your SEO agency should focus on creating informative blog posts, landing pages, and other resources that attract organic links naturally.
Be wary of agencies that use outdated or shady link-building techniques, like buying backlinks or spamming forums. Similarly, low-quality AI-generated content that lacks originality or depth won’t do your site any favors. A good agency will prioritize quality over quantity, prioritizing that content and links support your long-term credibility.
- How Do You Stay Up-to-Date with Google Algorithm Changes?
SEO isn’t a one-and-done project—it’s an ongoing effort that requires regular updates. Google frequently adjusts its algorithms—some say as often as 500 - 600 times per year—and failing to keep up can cause rankings to drop. A knowledgeable agency will stay informed on these changes and adjust strategies accordingly.
Ask potential agencies how they stay current. Do they follow reputable SEO news sources? Do they test new strategies before implementing them? Agencies that rely on outdated techniques or ignore Google’s updates can do more harm than good. Look for a team that treats SEO as an evolving process, not a static checklist.
By asking these questions, you’ll gain a clearer understanding of whether an agency is truly invested in your success—or just looking to make a quick sale.
What You Should (and Shouldn’t) Be Looking For in an SEO Agency
Now that you know the right questions to ask, it’s just as important to recognize what makes a good SEO agency—and what should send you running in the other direction.
What to Look for in a Good SEO Agency
A well-regarded SEO agency will focus on long-term success rather than quick wins. Here are some qualities to look for when choosing a team to manage your SEO efforts:
- Transparency: A trustworthy agency will be upfront about their strategies, pricing, and expectations. They should be able to explain their approach in clear terms—without vague marketing jargon or dodging questions. Regular reporting and open communication are signs of a reliable partner.
- Industry Expertise: SEO is constantly evolving, and a strong agency stays on top of algorithm updates, new trends, and best practices. Look for an agency with a track record of working with businesses in your industry or a willingness to learn your niche.
- Customized Strategies: No two businesses are alike, and SEO strategies should reflect that. A reputable agency will develop a plan based on your specific goals, audience, and challenges, rather than applying a one-size-fits-all approach.
- Long-Term Vision: SEO is a marathon, not a sprint. The right agency will focus on sustainable growth, setting realistic expectations and continuously refining strategies based on performance data.
Red Flags to Watch Out For
Not all SEO agencies operate with integrity. Here are some warning signs that an agency might not be the right fit:
- Guaranteed Rankings: If an agency promises to get you to the top of Google in a matter of days or guarantees specific rankings, be cautious. SEO is influenced by many factors, including competition, search engine updates, and user behavior. No agency can guarantee specific results.
- Lack of Detailed Proposals: A professional agency will provide a clear plan that outlines how they’ll approach your SEO, what tactics they’ll use, and how they’ll measure success. If they’re unwilling to provide specifics or insist you just need to “trust the process,” that’s a red flag.
- Unethical Tactics: Some agencies cut corners by using black-hat SEO techniques like keyword stuffing, buying backlinks, or using AI-generated spam content. These shortcuts may offer short-term gains, but they often lead to penalties from search engines in the long run.
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Ask Questions Before You Commit to an SEO Agency
Choosing the right SEO agency can make all the difference in your online success. By asking the right questions and knowing what to look for, you can avoid common pitfalls and find a team that truly supports your business growth. At LAMA Marketing, we take a thoughtful, data-driven approach to SEO, with proven case studies to back up our work.
Ready to work with an agency that gets results? Contact us today to learn more!
