How to Choose an SEO Company [Checklist]

In choosing an SEO company, you’re hiring a team to boost your site’s rankings and online visibility. The right choice can drive consistent traffic, quality leads, and measurable growth, all while auditing and fixing digital content. The wrong choice can drain your budget and damage your reputation. You’re ready to hire if your organic leads have plateaued for 3 or more months, you’re planning a site migration or redesign, or you lack in-house SEO capacity. 

This guide shows you how to shortlist, vet, and select the right partner. 

1. Define SEO Marketing Goals

The first thing every company looking for SEO outsourced help should do is ensure they have their own SEO needs and goals established.

You may start with an overall goal like brand visibility, increasing sales, or boosting traffic. All of these are achievable through SEO, but having a specific desired outcome will determine how the SEO service provider will approach the effort. Set measurable key performance indicators (KPIs) for every goal. For example:

• Increase organic traffic by 25% in 6 months
• Rank in top 3 for 5 high-intent keywords
• 1–3% conversion rate from organic visitors as leads or sign-ups
• Acquire 2–5 high-quality backlinks per month from relevant, authoritative sites

Without a clearly communicated set of milestones, your potential SEO partners may not understand the scope of the work that needs to be done, which can lead to scope creep and additional charges.

2. Establish a Realistic SEO Budget

Creating a budget is critical before connecting with any potential service providers.

While there can be wiggle room left in the budget for fluctuations, it’s important that you go into conversations with a budget in mind, as this will play a big part in which company you end up working with.

Remember that SEO pricing can vary based on the complexity, services and technical skills needed, and duration of your project. Here’s a breakdown of pricing models based on duration and services: 

Weigh your goals against your ideal budget to determine if there are any areas in which you’ll need to compromise.

Learn more about ‘How to Create a Digital Marketing Budget.’

3. Shortlist Potential Marketing Agencies

Now that you’ve gathered an understanding of SEO needs and budget, you can begin reaching out to possible companies that align with your requirements Starting the search for the right provider may involve collecting word-of-mouth recommendations and reviewing verified online reviews on the agencies.

In addition to a positive online reputation, companies should evaluate the quality and relevance of the services offered, technical SEO proficiency, and overall project management track record with current and previous clients. 

In your search, vet SEO agencies with these top qualities, services, and capabilities in mind:

• Transparency in the reporting and optimization processes, as well as in the contract
• Confirm contract flexibility and communication practices
• Level of customization and willingness to tailor services to niche requirements
• Check their industry experience and verify certifications
• Proven track record via case studies, client testimonials, and sample audits
• Data-driven and continuous learning to adapt to algorithmic and industry changes 

Each of these characteristics helps companies foresee whether certain companies will bring solid SEO practices to a new engagement.

4. Conduct In-Depth Interviews on SEO Strategy

After shortlisting a couple of SEO companies that appear to be good matches, you can proceed to reach out to those on your shortlist with RFPs (requests for proposals) and invitations to interview.

Before you enter into your interviews with potential providers, you should have a general game plan that involves what questions you plan to ask and how you intend to evaluate the candidates against your requirements.

The main concepts you should shoot to gather information on include methodologies, team expertise or industry knowledge, and proposed strategies for solving real-world scenarios.

Questions to Ask Potential SEO Partners

1. What strategies do you employ for on-page and off-page SEO?
2. How do you approach technical SEO issues?
3. What is your link-building strategy?
4. How do you conduct keyword research?
5. What is your AI content policy?
6. If a competitor suddenly outranks us for our top keywords, what are the steps you’d take to create a recovery plan?
7. If our rankings drop suddenly, how would you diagnose and address the issue?
8. If organic traffic is growing but conversions are flat, what steps would you take to identify and fix the gap?
9. How often will you provide progress reports, and what metrics will you include?
10. What is your experience with optimizing for mobile?
11. If the next Google algorithm update negatively impacts our site, how would you adjust our strategy?”
12. Can you provide examples of successful SEO campaigns in our industry?

5. Narrow Down Options to the Best SEO Expert

After interviewing and reviewing relevant materials, it’s time to narrow your shortlist down to a single company.

At this point, you should rely on the goals and priorities you set forth in the first stage of the process. Stick to your non-negotiable needs, but be ready to compromise on smaller points to ensure you stay within budget.

Here are some common considerations that may distinguish one company from the rest as you trim down your shortlist:

• Evaluate Metrics and Reporting: Understand the key performance indicators (KPIs) the SEO agency prioritizes most in their work. Do these metrics align with your goals? Further, companies should provide regular reports on their website's progress, keyword rankings, organic traffic growth, and other pertinent data.
• Grasp Their Approach: Explore the agency's on-page and off-page SEO approach. Discuss content creation strategies, approach to earning backlinks, and technical optimization practices. A holistic approach is pivotal for sustainable success.
• Request Case Studies: If you’re still unsure whether a company can perform well within your industry or for local SEO, request a case study in which the company worked in a similar situation in the past. A real-world example will illustrate how well they can deliver and highlight how the company strategies.

6. Contract an SEO Firm for Marketing Services

Based on your interactions, research, and requirements, you should now be ready to offer your SEO company the job. Communicate this with your point of contact at the company and move forward with developing a contract.

The contract you sign should clearly state the objectives, proposed timeline, and promised deliverables, as well as the expected payments and pricing model on your end. Make sure the contract reads exactly how you’d like before signing.

You must also understand and adhere to the contract for the smoothest possible engagement.

How to Choose an SEO Company Checklist

Still on the hunt for the ideal SEO company for your business? Download and use this checklist to ensure the agency you choose meets all your requirements.

Download this checklist before hiring an SEO company.

What Makes a Good SEO Company?

Quality SEO requires that  experts improve website content through on-page and off-page strategies. Good SEO companies understand that they need to optimize clients’ websites in the following areas:

• Enhancing the quality of website content
• Improving the site architecture and structure
• Addressing technical issues, such as page load speed and internal linking
• Engaging in outreach for PR and link-building
• Conducting SEO audits to determine any red flags on-site
• Keeping up with changes in Google’s algorithm and applying them to work  
• Collaborating with content, social media, and user experience teams to unify strategy

All of these activities play a role in SEO experts achieving higher Google search rankings, which results in organic traffic growth and increased conversion rates.

A core focus of SEO is attaining sustainable, cost-effective, and long-term results. Reputable SEO agencies can make significant waves by contributing to brand visibility and web traffic.

White Hat SEO vs. Black Hat SEO

Experts in the industry refer to two types of SEO when discussing the quality of work they produce: white hat and black hat SEO.

White hat SEO is an assortment of ethical techniques and best practices that follow Google Guidelines and are designed to deliver positive, long-term organic results. These tactics include:

• Creating quality content: Original, useful, and well-structured content that answers search intent and provides value to your target audience.
• On-page optimization: Descriptive title tags, meta descriptions, headers, and internal linking make pages more relevant and user-friendly.
• Schema markup: Adding structured data (e.g., reviews, product details, FAQs) to site code so search engines can display enhanced search results like star ratings or rich snippets.

Because white hat SEO focuses on building trust and value, it often takes longer to see results. However, the payoff is stable rankings, stronger credibility, and fewer risks of penalties.

Black hat SEO, on the other hand, uses deceptive techniques that intentionally manipulate search engines to gain traffic and rankings. These tactics directly violate Google’s and other search engines’ guidelines, exploiting weaknesses in the algorithm for short-term gain. Examples include: 

• Keyword stuffing: Unnaturally repeating keywords in an attempt to game rankings, which creates poor user experience and can trigger Google penalties.
• Private Blog Networks (PBNs): Networks of low-quality or expired domains created to build backlinks and artificially boost site authority, but search engines detect these schemes and deindex sites, causing ranking losses.
• Cloaking: Showing one version of content to search engines while serving different content to users.

Black hat SEO may provide quick wins, but it has a “churn-and-burn” mentality. Once discovered, search engines can issue manual penalties, causing drastic ranking drops or even complete removal from search results. Recovery from these penalties is extremely difficult.

Between the two lies grey hat SEO, a middle ground that uses tactics not clearly defined as acceptable or unacceptable by Google. While some businesses experiment with grey hat strategies—such as aggressive link building that isn’t outright deceptive—they still carry risks, since guidelines can change and today’s “grey” tactic may become tomorrow’s black hat.

Red Flags When Choosing an SEO Company

As you narrow your focus to SEO agencies whose methods align with your goals, you also need to be on the lookout for red flags. Be wary if you see any of the following:   

• Guaranteed #1 rankings: No reputable SEO company will guarantee this, as search rankings depend on too many factors out of an agency’s  control.
• Lack of transparency: From the contract, to the optimization process, to reporting, a reputable SEO company is transparent every step of the way.  
• Refusal to share reports: They should be proactively sharing regular, detailed reports on what's being implemented and how it’s performing.   
• Outdated tactics: A top SEO company will be ahead of the curve with an evolving strategy that adapts to algorithmic and industry changes.  
• No case studies or other proof of results: Successful SEO service providers can provide proof of their work, from case studies to client testimonials.

Recognizing these red flags can help you steer clear of the wrong SEO company so you can ensure you choose the right SEO company for you.  

The Right SEO Company for Your Small Business is Out There

Choosing the right SEO company is pivotal for achieving a robust online presence and business growth. Diligent research, transparent communication, and alignment with your goals are essential for finding the perfect SEO partner.

Follow these steps and leverage the provided questions and characteristics to confidently hire an SEO agency that propels your business towards higher rankings, increased organic traffic, and enduring success in the digital landscape.

FAQs

How long does it take to see SEO results?

On average, it takes 6 months to a year to see SEO results. SEO is a long-term investment and results can depend on several factors, like current website health, competition, and budget.  Quick wins, like fixing technical issues, can show impact sooner, but sustainable growth requires consistent effort over time. 

What should I expect in an SEO contract?

An SEO contract should clearly outline services, deliverables, timelines, and pricing. It should also define how success is measured and how and when you receive progress reports. Take note of cancellation policies and contract length to avoid long lock-ins without performance benchmarks. A good SEO company should have a contract policy that is transparent, flexible and accountable with no vague promises.

Is it better to hire an agency or in-house SEO?

Deciding between an in-house SEO specialist vs. an SEO firm depends on your needs, budget, and resources. An agency brings a full team with diverse skills and tools, like technical, content, and outreach. This can be cost-effective for many businesses. In-house SEO offers deeper brand knowledge and control but requires hiring, training, and ongoing investment. Many companies choose a hybrid approach, retaining an agency for strategy and technical expertise while maintaining internal marketing SEO for daily execution and brand alignment.

About the Author

Sydney Wess SEO Manager at Clutch

Sydney Wess is a SEO manager who focuses on strengthening organic performance and building topical authority for Clutch.

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