The way businesses choose an SEO agency has changed over the years, just as SEO itself has. Search today is very different from ten years ago, because of algorithm updates, the arrival of AI-driven search and users who know more about how it all works.
As a result, choosing an SEO agency by simply comparing SEO providers and their prices is not enough. You need a more structured process that weighs everything that decides whether an SEO partnership succeeds.
Below we walk through the process of choosing an SEO agency, so that the partner you pick fits your business goals and values. The same process helps you avoid the expensive mistake of hiring self-styled "SEO experts" who promise a lot and deliver little.
How to choose an SEO agency: your 7-step action plan
The right SEO agency can make a real difference to how your business grows online. A good partner is a long-term investment that can improve your website's rankings and visibility.
This guide sets out a 7-step plan for choosing an SEO agency:
- Define goals and KPIs
- Research SEO agencies
- Compare SEO agencies
- Send a request for proposal (RFP)
- Carry out due diligence
- Make the final selection
- Onboarding
Step 1: define goals and KPIs
Before you start looking for an SEO partner, you need to know clearly what you want SEO to achieve.
Set out your SEO goals, budget, timeline and key performance indicators (KPIs) so that you can judge objectively whether an SEO partner matches your own measures of success.
If your website is already live but not delivering the results you hoped for, try some free SEO checking tools first.
Step 2: research SEO agencies
Want to compare several SEO agencies before signing a long-term contract?
Look at third-party review sites, such as Clutch, Trustpilot or the agency's Google reviews, to learn about each company from industry ratings and real client feedback. This research narrows the field because it shows you the strengths and weaknesses of each agency.
Step 3: compare SEO agencies
Once you have a shortlist of promising agencies, it is time to compare them. Use their past results, documented case studies and online reviews to judge how well each one meets your needs.
You want to work with a company that uses white-hat SEO techniques and offers transparent pricing, tailored SEO packages and a dedicated point of contact. Look at their technology stack too, including their reporting software, to make sure they can help you grow and stay visible in the future.
Step 4: send a request for proposal (RFP)
At this point you can send a request for proposal (RFP) to the agencies on your shortlist. An RFP sets out your SEO budget, goals, challenges and expectations, so that agencies can come back with tailored solutions and prices.
This step filters out agencies that are not a good fit, makes the quotes more accurate and speeds up the comparison between providers.
Step 5: carry out due diligence
Before you sign, check that your choice holds up.
You can do this by checking testimonials, asking for references and asking direct questions about the agency's previous work and client relationships. Looking carefully at the evidence makes it much more likely that the investment will pay off.
Step 6: final selection
At the final stage, reputation and proven expertise usually weigh more than anything else. Give priority to expertise, reputation and references when you make the final call.
Step 7: onboarding
Onboarding with an SEO agency means finalising the contract terms, agreeing the pricing and starting to plan the campaign.
It is also the moment to align on goals and grant access to your accounts, so that you can set realistic expectations, timelines and milestones.
Red flags to watch for when choosing an SEO company
Not every SEO company is worth your time or money. Some are self-proclaimed SEO experts who rely on outdated tools and techniques and cannot deliver measurable results.
Others plan to use black-hat SEO tricks and techniques to push results, which exposes you to penalties and a poor user experience.
You can spot unreliable SEO companies by looking out for these warning signs:
- Guaranteed number one rankings: no agency can guarantee SEO results such as a first-page position (Google's own guidance on hiring an SEO says the same). If one does, it is bluffing or relying on black-hat practices.
- Overpromising: for example, an agency that promises organic traffic in an extremely short time, such as 30 days.
- Poor communication: a reliable SEO agency should communicate clearly and send regular updates. Be wary if there is no dedicated point of contact.
- No tailoring: avoid agencies that only sell one-size-fits-all SEO packages, because they rarely deliver the results you are after.
- No transparent reporting: if an agency cannot show clearly what it has done and how that affects your KPIs, you will be left guessing instead of growing.
Resources to help you find the right SEO agency
You can read more about choosing an SEO agency in these articles:
- What to look for in an SEO company: 5 good signs
- 21 questions to ask an SEO agency before hiring it
- What does an SEO company do? (and how to choose one)
- What to expect from an SEO company
- Get a free SEO proposal from Visilay
Looking for an SEO agency? Talk to Visilay
If you have read this far, you already know what to ask an SEO agency. You can start by asking us.
At Visilay we offer flexible, tailored SEO for businesses of every size. Working with us gives you access to a team of qualified specialists and the tools needed to keep your SEO work effective as search changes.
Request a free SEO quote and let's talk about how to grow your online visibility, rankings and organic traffic.
