In an increasingly digital world, having a powerful online presence is non-negotiable. A powerful online presence dictates how potential customers discover your business, how they perceive your brand, and, ultimately, if they even choose to do business with you at all. Search engine optimisation (SEO) is the cornerstone of ensuring your website’s visibility and attracting the right people.
A capable SEO agency can propel your organic traffic and boost your bottom line. But choosing the right one isn’t as simple as a quick Google search. Let’s explore the key factors to consider when selecting an SEO partner that will deliver tangible results.
Key considerations for selecting an SEO Agency
Compatibility is Key
First things first, SEO is a long game. It’s about building a robust online foundation for your business with sustainable practices. That means you’ll be working closely with your selected agency over an extended period. So, just like a trusted business partner, there needs to be compatibility.
Communication Style
Does the agency prefer frequent, detailed meetings – or the more streamlined, asynchronous approach? How do they manage client expectations and deliver updates? Their style needs to resonate with yours for a smooth and effective collaboration.
Company Culture
SEO agencies, much like any organisation, have their unique vibes and modes of operation. Does their work culture align with your own? Is the agency focused on collaborative partnerships or a more transactional ‘get it done’ approach? Your comfort level with their culture will reflect in the quality of the relationship.
Industry Specialisation
While the fundamentals of SEO remain consistent across most sectors, industries come with certain nuances. Has the agency demonstrated success in your niche? Or, do they possess the willingness and ability to delve into your specific business needs?
Remember, a successful SEO partnership feels more like an extension of your in-house team than an outsourced supplier.
Beyond Technical Expertise: The Strategic Lens
It’s tempting to get swept away by technical jargon and flashy tactics. But at the heart of it, good SEO is about understanding the underlying goals of your business, not just manipulating search rankings. Your partner agency needs to have that big-picture mindset.
Does the agency factor in your unique selling proposition, target audience, and overall marketing strategy? SEO should integrate seamlessly into your wider brand story, not stand in isolation. An astute agency should ask all the right questions about your sales cycle, conversion funnel, and customer journey. After all, increased traffic is meaningless if it doesn’t translate into tangible business benefits. Your agency needs to be on top of the competitive landscape for your industry and region. Are you dealing with aggressive heavyweights, or navigating a niche market? Your SEO strategy must be nuanced accordingly.
A Track Record of SEO Excellence (Not Just Promises)
Slick marketing materials and bold claims can only tell you so much. A truly dependable SEO agency will have the goods to back their talk. Focus on tangible evidence when evaluating your potential partner.
Nothing beats detailed examples of their success with past and present clients. Did they overcome specific challenges similar to yours? Do they showcase results in terms of actual business metrics (revenue, leads, etc.), rather than just keyword rankings?
Genuine feedback from former clients offers valuable social proof. Read between the lines – are the clients satisfied with the overall experience, not just the outcome? Awards or endorsements from respected industry bodies are a positive signal. It demonstrates both competence and a commitment to staying ahead of the ever-evolving SEO curve.
Don’t be shy about asking for detailed performance reports and references. A trustworthy agency will be proud to share its successes.
Transparency, Trust & Those Red Flags
The world of SEO, sadly, has a bit of a reputation for being murky. You’ll encounter agencies promising overnight transformations or ‘guaranteed’ top rankings. Alarm bells should be ringing! Legitimate, ethical SEO is a marathon, not a sprint.
The “How” Matters: White Hat vs Black Hat
The SEO world is broadly divided into “white hat” and “black hat” tactics. Your chosen agency’s philosophy strongly influences not only results but also your brand’s reputation. Understanding this distinction is essential. White Hat SEO prioritises adherence to search engine guidelines for sustainable long-term gains. White hat SEO focuses on strategies like creating high-quality content, securing credible backlinks, and enhancing site usability. Think of it as the ethical approach that wins the tortoise-and-hare race.
On the other hand, black hat SEO relies on deceptive, manipulative practices that violate search engine guidelines to artificially boost rankings in the short term. Think keyword stuffing, purchasing low-quality links, or cloaking (showing different content to search engines than to users). It’s a slippery slope that can incur hefty search engine penalties, potentially tanking your hard-won online visibility.
During your consultations with an agency, don’t hesitate to enquire about their specific tactics. Reputable agencies are transparent about their approach, and they understand the long-term risks of black hat SEO.
Pricing & Reporting: Aligning Expectations
Let’s face it, SEO is an investment–and you want it to be a fruitful one! This means understanding upfront what services you’ll be getting, along with clear communication on pricing and reporting expectations before you sign on the dotted line. Agencies may employ a variety of pricing models–hourly rates, project-based fees, or monthly retainers are common. Additionally, there might be setup fees or specific tiered plans to consider. What’s crucial is clearly understanding what’s included in the package and how additional services or unforeseen requests might be budgeted.
It’s one thing to promise results. It’s quite another to prove it. Ask about the agency’s reporting structure. What metrics will they track to demonstrate progress? How often will you receive reports, and in what format? Will you have access to a real-time dashboard, or rely on regularly scheduled report.
Clarity and open communication about budgets and deliverables can avoid unpleasant surprises down the line.
Beyond the SEO Buzzwords: The Nitty-Gritty
By now, you’re probably drowning in industry terminology (Domain Authority, EAT score, anyone?). While general awareness is helpful, the true value lies in your agency’s ability to break down complexities and speak your language. Here’s where to probe deeper.
SEO involves a fair bit of technical optimization related to your website’s code and structure. Will the agency provide guidance on that front, or manage it directly? If they expect you to have an in-house developer, ensure it’s clearly communicated at the outset. High-quality content is the kingpin of great SEO. Will the agency create this content for you, or provide detailed outlines and keyword research that your in-house team can use? Be clear on your expectations for content ideation, writing, design, and overall promotion.
If your business serves a specific geographical area, localised SEO tactics become even more crucial. Is your agency well-versed in optimising for local search, managing business listings, and leveraging location-based signals to improve visibility?
Don’t be afraid to ask seemingly ‘basic’ questions. A good agency will appreciate your desire for clarity and tailor their responses to your level of understanding.
Once you select an agency, how will the initial handoff and knowledge transfer work? Efficient onboarding gets the ball rolling smoothly. Ask about their process for gathering information about your existing website, understanding your past SEO efforts (if any), and getting a firm grasp of your unique business goals. Will there be an in-depth audit and a strategy kickoff meeting? How will they establish working relationships and communication channels with relevant personnel on your end?
The Human Element: Meet the SEO Team
SEO agencies are powered by people, not just algorithms. Understanding who will actually be working on your account will tell you a lot about the expertise and experience you’ll be tapping into.
Ask if it’s possible to interact with the key people who would manage your account on a regular basis–not just the salesperson wowing you during the pitch. Are they subject-matter experts, or will your project be handed off to junior associates?
Enquire about the agency’s team structure. Dedicated roles for content creation, technical SEO specialists, link-building experts, etc., show they have the resources to effectively handle the full scope of SEO.
High employee churn can be a red flag. Stable teams with experienced personnel demonstrate both their commitment to delivering great SEO and their ability to retain top talent.
Continuous Improvement: An Ever-Evolving Understanding of the SEO Landscape
SEO is a dynamic field. Search engines like Google constantly refine their algorithms, and best practices evolve too. It’s crucial to choose an agency that’s not resting on its laurels but instead embraces ongoing learning and adaptation.
Investing in Development: Does the agency prioritise professional development and ensure their team stays on top of the latest trends and algorithm changes? Do they attend industry conferences or participate in relevant training programs?
Thought Leadership: An agency that actively contributes to discussions on SEO with valuable blog posts, webinars, or whitepapers showcases a culture of learning and a willingness to share knowledge. This is a mark of competence and a desire to stay ahead of the curve.
Agility & Readiness: Ask the agency how they address major algorithm updates or surprise shifts in the SEO landscape. Can they react swiftly to keep your strategies relevant, or is their approach more rigid?
The Gut Check: Does it “Feel” Right?
Intuition plays a role in any business decision. While data and experience are major factors, don’t underestimate your gut instinct when choosing an SEO partner. Ask yourself:
Does the agency seem genuinely excited by your business and the challenges you face? This enthusiasm translates into proactive, tailored solutions. Do they go beyond your initial brief and proactively identify potential areas for SEO improvement? A great agency sees the big picture and takes initiative, rather than waiting to simply be instructed. Notice how readily your questions are answered. Prompt, insightful responses during the evaluation stage show respect for your time and set the tone for a communicative working relationship.
Finding the Perfect SEO Fit
Investing the necessary time and effort into the selection process can seem daunting, but it’s a wise decision. It’s better to take the time to find the right fit, rather than jumping in with a partner that ultimately fails to deliver. The right SEO agency can have a transformative impact on your business.
Beyond Search Engines: Expanding Horizons
SEO is a powerful tool, but it operates within a much larger digital ecosystem. Ideally, your chosen agency should be able to advise on how SEO complements your other marketing initiatives:
Social Media Integration
How does your agency help amplify quality content through thoughtful social media sharing and engagement? Are they familiar with the nuances of driving traffic from social platforms to a website?
Paid Advertising
While primarily a search engine marketing (SEM) tool, paid campaigns can work strategically alongside organic SEO efforts. Does the agency have expertise in this area, or can they offer guidance on efficient budget allocation between SEO and SEM?
Conversion Rate Optimization (CRO)
Increased traffic is fabulous, but what happens when visitors land on your website? Does the agency understand the user experience and collaborate with your team to design landing pages that convert?
Data-Driven Decisions
SEO relies heavily on analytics. In addition to standard metrics, a truly insight-savvy agency should help you go deeper.
Attribution Modelling
How will they measure the full customer journey from initial website visit to conversion? Understanding the multi-touch points along the way is vital to optimise your SEO spend.
Competitive Analysis
Your agency should offer a continuous assessment of your competitor’s SEO efforts. What are their successes and weaknesses? How can you strategically exploit gaps to improve your own position?
Beyond rankings
While keyword positions are important, they don’t tell the whole story. Ask about deeper metrics like bounce rate, average time on page, and conversions to get a more holistic picture of SEO success.
The Art of Negotiation & Contractual Matters
You’ve found an agency that ticks all the right boxes, and you’re excited to get started. But before you sign on the dotted line, it’s time to discuss the practicalities and align on the terms of your engagement.
Scope of Work
Ensure the contract has a detailed, itemised list of all the services and deliverables. This avoids the potential for disagreements down the line about what’s included and what might incur additional fees.
Timeline and Milestones
SEO doesn’t yield dramatic results overnight. Ask for a realistic timeline that sets reasonable expectations. Can the agency break down their projected activities and milestones, giving you clarity on what to expect in the first month, subsequent months, and so forth?
Termination Clauses
Even the best-laid plans can change. Discuss upfront what conditions allow for termination without undue penalties. Both you and the agency should feel protected if the partnership isn’t working out.
Ownership of Work
Clarify who owns the content, code changes, or other intellectual property developed during the engagement–especially if the partnership does end prematurely.
The Long-Term Commitment: Nurturing the SEO Partnership
Choosing an SEO agency isn’t just a transactional decision–it’s the start of an ongoing relationship. To ensure a successful one, consider:
Designated Point of Contact
Both sides should have a clear primary contact for day-to-day matters–streamlining communication and minimising bottlenecks.
Regular Reviews
Set the cadence for regular check-ins–weekly, bi-weekly, or monthly–depending on your project’s scope. These calls ensure both sides are on the same page and any course corrections can be made swiftly.
Open Communication
Beyond formal calls, foster a culture of transparency where timely updates and honest conversations are appreciated. This builds trust and helps address bumps in the road collaboratively.
The SEO Audit: A Diagnostic for Success
Before your agency jumps head-first into tactics, a comprehensive SEO audit is a must. This provides a baseline understanding of your site’s health and reveals areas for prioritisation. Here’s what a truly insightful SEO audit should encompass:
Your agency should be able to crawl your website, identifying any technical issues hampering its ability to be indexed and understood by search engines. This includes things like site architecture, URL structure, mobile responsiveness, page speed, broken links (aka error 404), schema markup and more.
Content Audit: Where Quality Meets Relevance
Ask how your agency plans to evaluate your existing content. What relevant keywords or topics aren’t adequately covered by your current content? This identifies opportunities to expand your reach. Are you inadvertently competing with yourself with pages having very similar keyword focuses? This dilutes your search authority.
Unique content is king. Your agency should identify any duplicate or thin content issues that need to be addressed. Regular updates and additions demonstrate to search engines that your site is active and relevant.
Backlink Audit: It’s Not Just About Quantity
The links pointing to your website from other sites serve as ‘votes of confidence’ from the broader web. A thorough audit should include the number and quality or links, ancho text analyses, backlink toxicity.
What’s the balance between reputable, high-authority links vs. spammy, low-quality backlinks? The words used within these backlinks provide context to search engines about your site’s content and there are metrics to assess quality. Are there unnatural, harmful links that could be penalised by search engines? Disavowing these requires proactive effort.
A thorough SEO audit should not only identify problems but also offer recommendations. Ask your prospective agency for samples of their past audit reports to get an idea of the level of detail and actionable insights they provide.
When Size & Scope Matter: Enterprise-Level SEO
If you operate a large, complex website or e-commerce store with multiple subdomains or international sites, your SEO needs are more sophisticated. Not all agencies are built for this scale. Here are a few things to highlight when selecting a partner for enterprise SEO:
Handling Multi-Language SEO
Does the agency have proven expertise with hreflang tags and strategies that balance global SEO efforts with local relevance? Can they navigate cultural nuances that impact search behaviour differently across markets.
Managing Massive Scale
Large sites often deal with issues like keyword cannibalization, duplicate content, and content organization complexity at a whole different level. Ensure your agency has experience optimizing vast sites.
E-commerce Specific Strategies
Are they well-versed in optimising product pages, managing large inventory changes that affect URLs, and addressing potential issues like faceted navigation? E-commerce SEO requires specific knowledge of common platform structures.
Technical Prowess
Large sites often have more complex technical issues hindering proper indexation. Assess whether the agency has adequate developer resources or capabilities to work closely with your in-house tech teams to resolve them.
SEO for the Future: Being Proactive
The right agency shouldn’t be just reacting to the current state of search. Here’s how to find a strategic partner who keeps an eye on where things are headed:
Voice Search Preparedness
As searches through smart speakers and virtual assistants rise, are they factoring this into keyword strategy and content structure?
Visual Search Optimization
With features like Google Lens, images are becoming a search entry point. Is the agency optimising images with relevant alt tags, file names, and surrounding content?
E-A-T: A Key Acronym to Embrace
Expertise, Authority, and Trustworthiness are increasingly important signals to Google. How will the agency nurture these through high-quality content, backlink acquisition from authoritative websites, and showcasing your brand credentials?
Selecting an SEO Agency can be Daunting, but it isn’t Impossible
With over 10 years of experience in the SEO industry, our team of SEO strategists in WebX are both proficient, skilled and committed to achieving SEO success. Schedule a complimentary SEO audit with our SEO strategists today. Enjoy our digital marketing insights? Check out the Essential SEO to do List that Every Marketer Needs to Know today.