Starting Your Search for an SEO Agency

Search engine optimization (SEO) is a constantly evolving practice, which can make it hard to pin down. At its core, SEO combines various strategies to improve your website’s visibility in search engine results. These strategies include building a strong backlink profile, designing a site that’s simple and intuitive for users, and regularly publishing content that’s both relevant to your audience and optimized for search engines to crawl and index effectively.

Choosing the right SEO agency can be a time-consuming and sometimes overwhelming process. It requires a solid understanding of your website’s current strengths, weaknesses, and growth opportunities. If you’re not fully familiar with how SEO works, it can be difficult to evaluate what kind of support your website truly needs—or to recognize whether an agency can deliver it.

The right agency can dramatically increase your organic traffic and boost your bottom line. But hiring the wrong one—especially one that lacks experience or uses outdated tactics—can actually do more harm than good, dragging down your rankings and stalling growth.

Before diving into your search, take time to outline how SEO can support your business objectives. Who are your competitors? What are your short- and long-term goals? How will you define success? Clarifying your expectations will make it easier to evaluate potential partners and choose one that aligns with your needs.

Still, knowing your goals isn’t enough. The vetting process is critical, and asking the right questions will help you uncover whether an agency is worth your investment. Here are four essential questions to ask when evaluating an SEO agency:

Question 1: What’s the History of the Agency, and How Do They Measure Success?

Understanding an agency’s background will give you insight into their growth, values, and expertise. Ask how they define success for clients and what KPIs they typically focus on. A transparent agency should be able to explain how they track and report progress.

Question 2: How Experienced is the SEO Team?

You’re not just hiring a company—you’re hiring the people behind it. Ask about the qualifications, certifications, and hands-on experience of the SEO team. A seasoned team will be more adaptable to algorithm changes and better equipped to handle challenges.

Question 3: Does the Agency Have a Successful Portfolio?

Ask to see case studies or examples of past work. A strong portfolio with proven results across different campaigns can demonstrate the agency’s capabilities and reliability. Pay attention to industries, project scope, and specific wins like improved rankings or traffic growth.

Question 4: In Which Industries Has the Agency Worked?

Industry experience matters. An agency familiar with your field will better understand your target audience, competition, and content opportunities. Even if they haven't worked directly in your niche, look for transferable experience in similar sectors.