How to Choose an SEO Agency

Experience and proven results are important when selecting the right SEO agency. With over a decade of expertise in SEO we’ve seen the good, the bad and everything inbetween. 

SEO is more competitive and difficult than ever. Choosing the right SEO company can be the difference between success and wasting your budget. This guide walks you through the key factors to remember when choosing an SEO agency.

Understanding Your SEO Needs

Before you choose an SEO company, it’s crucial to clearly define your specific SEO needs and identify how they align with your broader business goals. Whether you want to expand your brand’s reach, improve local visibility or optimise a large-scale eCommerce site, understanding those needs will help you find an agency that can deliver the right strategy.

The following are key considerations you might set as goals in this phase of choosing an agency of SEO experts.

Aligning SEO Strategy with Business Goals

In our experience, companies that focus on local SEO see significant growth by tailoring their strategies to regional markets. A targeted local SEO strategy can align with business goals to attract nearby customers.

Technical SEO

If you aim to enhance your site’s technical SEO to improve the user experience and site performance, you’ll want to look for an agency with a strong technical background.

Setting the Foundation for Success

Identifying your needs early helps you choose the right SEO agency and sets the foundation for a successful, goal-oriented SEO campaign. This alignment is key to ensuring your chosen SEO partner can deliver meaningful results to your business.

Researching Potential Agencies

As you’re researching to find a good SEO agency, keep the following in mind:

• Agency reviews and testimonials: Explore SEO agency online reviews, case studies and client testimonials. These resources offer insights into the agency’s track record and client satisfaction. Look for patterns in feedback, such as detailed testimonials and consistently positive reviews indicating a good SEO company.
• Examine case studies: Case studies are especially valuable because they showcase real-world examples of the agency’s work. They give a clear idea of how a reputable agency tackles specific challenges and the results it’s achieved for similar businesses. For example, a detailed case study on a successful local SEO campaign can demonstrate capabilities in driving regional market growth.
• Transparency: Transparency is a cornerstone of a successful SEO partnership. When working with our clients, transparency in our strategies has been key to building long-term partnerships. Choose an agency that’s open about the processes, tools and techniques it uses. Avoid agencies that are vague about their methods or promise guaranteed results without explaining their approach.

To evaluate the expertise and experience of an SEO firm, also consider the following:

• Key indicators of a reputable SEO agency include industry recognition, relevant certifications, and a proven track record in delivering results.
• Think about the agency’s experience in your specific industry. An agency that understands the nuances of your sector will be better equipped to develop a tailored solution to your needs.

Our extensive industry experience has equipped us with the knowledge to address complex SEO challenges. 

Understanding the Agency’s SEO Process

A successful SEO campaign hinges on a well-rounded strategy with several key components working together to achieve your business goals. The agency you work with should be willing to share how they implement each of these:

• In-depth SEO audits: The first step of an effective SEO strategy involves thoroughly analysing your site’s technical health and identifying issues that could negatively impact your search engine rankings. From site speed to mobile optimisation, a detailed audit lays the groundwork for subsequent SEO efforts.
• Keyword research: Keyword research is a cornerstone of any SEO strategy. Targeted keywords must align both with your audience’s search intent and business objectives. Focusing on high-intent keywords makes you capture traffic more likely to convert, driving meaningful results for your business.
• On-page and off-page optimisation: A balanced approach to on-page and off-page optimisation is crucial. On-page efforts include optimising content, meta tags and internal linking structures. Off-page strategies focus on building high-quality backlinks and enhancing your site’s authority. Combined on-page and off-page strategies work together to ensure your website is search engine-friendly and valuable to users.
• Continuous performance monitoring: SEO isn’t a one-time effort. Constant monitoring and adjustments are needed to adapt to changing search engine algorithms and larger market trends. Regular performance tracking lets you fine-tune strategies to maintain and improve rankings over time.
• Tailored methodology: Our SEO process involves a tailored approach aligning with your business goals. By combining rigorous audits, precise keyword research and a strategic mix of on-page and off-page techniques, we ensure we’re optimising every aspect of your SEO strategy for success.

Communication and Customer Service

Communication is necessary for a campaign’s success. You want clear, consistent communication from your agency so you’re always informed about the strategies being implemented, progress being made, and adjustments required to achieve your objectives.

An SEO agency prioritising transparent communication will provide regular updates through structured reports, scheduled meetings and accessible communication channels. With transparency, you can make informed decisions and ensure SEO efforts align with your business’s evolving needs.

We’ve developed a communication framework that includes weekly progress reports, monthly strategy reviews, and direct access to a dedicated account manager. Our clients stay informed, and this approach fosters a collaborative environment, encouraging feedback integrated into the strategy.

Customer Service Goes Beyond Support

Customer service in an SEO agency goes beyond resolving issues—it’s about proactively managing your account to anticipate challenges and opportunities. 

Top-tier SEO agencies offer more than reactive support. They provide strategic guidance, anticipate market shifts and suggest innovative approaches to stay ahead of the competition.

Our customer service model includes proactive account management, where we regularly review your business goals and adjust our strategies accordingly.

Choosing an SEO agency with strong communication and customer service capabilities ensures your campaign is managed with the adaptability and attention required for sustained success in a competitive digital landscape.

Pricing and SEO Budget When Choosing an Agency

You want to understand the available pricing models when evaluating SEO agency costs. SEO pricing will often fall into three main categories:

• Monthly retainers: This is a common pricing model in which a client pays a fixed monthly fee for ongoing SEO services. It is ideal for businesses that want long-term SEO strategies that require continuous optimisation and management.
• Project-based pricing: Some agencies offer pricing based on specific projects, such as a website audit, content creation or link-building campaign. This model suits companies with specific, defined, one-off SEO needs.
• Performance-based pricing: Although less common in this SEO pricing model, clients pay based on achieved results, like keyword rankings or organic increase. This comes with risks, like overemphasising short-term gains at the expense of long-term strategy.

The Importance of ROI

For enterprise-level clients, the focus shouldn’t be solely on the initial cost but on the return on investment (ROI). High-quality SEO services require a significant investment, but the long-term gains far outweigh the upfront cost. An effective SEO strategy should deliver sustained organic traffic growth, improved brand visibility, and increased revenue.

Be cautious of agencies offering low-cost SEO services. These services often have hidden risks, such as blackhead techniques, poor-quality content or ineffective link-building practices.

Although the initial cost might be lower, the long-term damage to your site’s reputation and rankings can be costly.

We’ve countered clients who initially opted for low-cost SEO services only to face setbacks, including search engine penalties. Rebuilding trust with search engines and recovering lost rankings required a more substantial investment than they would have initially spent on a reputable SEO agency.

Red Flags When Choosing an SEO Agency

When evaluating agencies, it’s important to be aware of red flags indicating a disreputable provider. The warning signs could reveal a reliance on unethical practices or a lack of genuine expertise.

One of the most prominent red flags is guaranteeing #1 rankings in an unrealistic time frame. SEO is a long-term strategy. Any agency promising quick results is likely cutting corners or using tactics that could harm your site’s credibility.

Red flags to watch for, along with guaranteed rankings in a short window of time, include:

• Black Hat SEO techniques, such as keyword stuffing, cloaking, and private blog networks (PBNs), can lead to penalties.
• An unwillingness to explain SEO strategies or share detailed reports.
• Contracts with unclear terms, hidden fees or long-term commitments without a defined exit strategy.
• Agencies that don’t provide regular, detailed reporting.
• Promises of quick fixes rather than a focus on sustainable growth.

Making the Final Decision When Choosing the Best SEO Agency

As you narrow down your options, focus on the key factors that matter most: the agency’s expertise, experience in your industry, transparency in communication and alignment with your business goals. A reputable SEO agency will demonstrate an ability to deliver results and prioritise ethical practices and long-term growth over quick fixes.

Choosing an SEO agency is about more than just achieving initial results. It’s about sustaining and improving those results over time. SEO is a continuous process. It requires ongoing attention, adaptation to changing algorithms and consistent effort to stay ahead of the competition.

Before finalising your decision, set clear expectations and agree on KPIs with the agency. KPIs should be specific, measurable and aligned with your business objectives.

Common KPIs include organic traffic growth, keyword rankings, conversion rates and ROI. Establishing these benchmarks upfront keeps you and the agency on the same page, and that progress can be objectively measured over time.

In addition, discuss the reporting structure and frequency with the agency to ensure you receive regular performance updates and insights into how strategies evolve.

Want to Work With Our Experienced SEO Team?

If you’re ready to elevate your SEO strategy, we’re here to partner with you every step of the way. Reach out, and let’s discuss how our tailored approach can drive the growth your business needs. Contact us today to build a sustainable SEO strategy that delivers measurable outcomes.

Frequently Asked Questions

What should I look for in an SEO agency?

When choosing SEO companies, focus on their experience, industry expertise, transparency in communication and track record of delivering results. Ensure they offer a comprehensive strategy that will align with your business objectives.

How do I know if an SEO agency uses ethical practices?

Ask the agency to explain its SEO methods and request detailed reports on its activities. Avoid agencies that guarantee results or use black hat techniques like buying links, which can harm your website in the long term.

What are the typical costs of SEO services?

SEO pricing varies widely depending on the scope of work and the agency’s experience. Common pricing models include monthly retainers, project-based fees and performance-based pricing. When evaluating pricing, focus on the potential ROI and long-term benefits.

How long does it take to see SEO results?

SEO is a long-term strategy. It typically takes several months to see significant results, although the timeline can vary depending on your industry, competition and website’s current state.

How involved do I need to be in the SEO process?

While your SEO agency will handle the technical aspects, your involvement can also be crucial for success. You provide industry insights, approve content and ensure that SEO strategies align with your business goals.

What if I already have an in-house SEO team?

The right SEO company can complement your in-house team by providing specialised expertise, handling complex tasks or offering a fresh perspective on your strategy. They can also help scale your efforts or manage specific projects like technical audits or large-scale link-building campaigns.

Will an SEO agency handle content creation and optimisation?

Most SEO agencies offer content creation and optimisation as part of their services. They can develop SEO-friendly content, optimise existing content and ensure your website’s messaging aligns with your overall SEO strategy to drive traffic and improve rankings. Other services that the best SEO companies might handle include search engine marketing services and other aspects of your digital marketing efforts.