Best Questions to Ask Your SEO Agency Before Hiring
Last updated
Last updated
Choosing the right SEO partner can make or break your online success. With thousands of agencies claiming to be the best, it’s easy to get overwhelmed. How do you really know if you're putting your trust — and your marketing dollars — into the right hands? The answer lies in the questions you ask before signing any contracts. Whether you’re a business owner trying to find the best seo company or just someone looking to elevate your online presence, knowing what to ask will help you make a smarter, more confident decision.
First impressions matter, and how an agency answers your questions will reveal a lot about their expertise, transparency, and fit for your needs. Let's dive into the essential questions you should have ready before hiring any SEO agency.
What is Your Strategy for Improving My Website's SEO?
Not all SEO agencies use the same methods. Some might take a one-size-fits-all approach, while the best seo company will tailor a unique strategy specifically for your business goals. When you ask this question, listen carefully to their plan. Are they talking about a deep audit of your site? Keyword research aligned with your niche? Creating a sustainable backlink strategy? If they talk vaguely about "getting you to the top of Google" without explaining how, that’s a red flag.
Can You Share Case Studies or References?
How Do You Measure Success?
Success means different things to different agencies. Some might brag about pageviews while others focus on keyword rankings. However, what you really want is an agency that ties SEO performance back to business goals like lead generation, conversions, or revenue growth. If they don’t bring up KPIs like organic traffic, bounce rate, and conversion rates on their own, make sure to ask how they track and report these critical numbers.
Do You Stay Updated with Google’s Algorithm Changes?
Google is constantly updating its algorithms, and an agency that’s not staying on top of these changes could leave your website penalized or stagnant. The best seo company will be proactive, not reactive, when it comes to algorithm updates. When asking this question, see if they mention specific updates like Google's Helpful Content Update or Core Web Vitals — it’s a sign they live and breathe SEO.
What Happens If Things Don’t Go As Planned?
SEO is not a magic wand. Even with the best strategies, sometimes rankings fluctuate, traffic dips, and challenges arise. Ask the agency what their process is if results aren't meeting expectations. A trustworthy agency won’t promise you the #1 spot on Google overnight. Instead, they’ll set realistic expectations and have contingency plans to pivot strategies when needed.
Can You Explain Your Link-Building Approach?
Backlinks are still one of the most powerful factors in SEO success, but not all backlinks are created equal. Some agencies might use shady, black-hat tactics that could get your site penalized. You want to hear about white-hat methods like building relationships with authoritative websites, guest blogging, and digital PR. The best seo company will focus on quality over quantity, ensuring that every link strengthens your site's reputation.
How Will You Communicate and Report Progress?
Clear communication can make a world of difference during an SEO campaign. Ask how often you’ll receive reports and what kind of updates you can expect. Will they have monthly calls? Detailed analytics dashboards? A good agency will be transparent and provide clear reporting so you always know what’s happening with your campaign. Avoid agencies that are cagey or only want to talk about results once a quarter.
What Tools and Technologies Do You Use?
SEO tools are crucial for tracking progress, analyzing competition, and finding new opportunities. Ask your potential agency what software they use and why. Common tools include SEMrush, Ahrefs, Screaming Frog, and Google Analytics. While tools alone won’t guarantee success, the best seo company knows how to use them to gain valuable insights and make smarter decisions.
Do You Have Experience in My Industry?
Every industry has its nuances when it comes to SEO. What works for an e-commerce site might not work for a local plumber. Find out if the agency has handled clients in your space before and what challenges they overcame. Even if they haven’t, see if they ask you intelligent, informed questions about your industry — it shows their willingness to learn and adapt.
Are Your Practices in Line with Google’s Guidelines?
You never want an agency that uses shortcuts or shady tactics that violate Google’s Webmaster Guidelines. Techniques like keyword stuffing, cloaking, or using private blog networks might deliver short-term wins but could destroy your site in the long run. Asking this question ensures you align yourself with an agency committed to ethical, sustainable practices.
Why Should We Choose You Over Other Agencies?
Finally, give them the floor to pitch themselves. How do they differentiate from competitors? What’s their unique selling proposition? The best seo company will answer with genuine confidence, not with vague buzzwords. Listen for passion, honesty, and clear examples of what sets them apart.
Hiring an SEO agency is a big decision that requires careful vetting. Asking the right questions not only helps you weed out the pretenders but also gives you confidence that you’re choosing a true partner in your business growth journey. When you finally find an agency that ticks all the right boxes, you’ll know you’re on your way to bigger rankings, more traffic, and real results.
The proof is always in the pudding. A credible SEO agency will be proud to showcase their past successes. Ask for case studies, previous client experiences, or at least references you can contact. Pay close attention to how they have helped businesses similar to yours. If you’re looking for the , you’ll want to see tangible examples where they drove real, measurable growth for their clients.
