Questions to Ask SEO Agency Before Signing a Contract

Why is it important to ask the right questions before hiring a SEO agency?

Hiring the wrong SEO agency can quietly derail your business goals — and you might not realize it until months (or thousands of dollars) later. The SEO industry is crowded, and not all agencies deliver on their promises. Asking the right questions helps you avoid being misled by vague guarantees or black-hat tactics.

The risks of poor vetting are significant:

• Wasted budget on ineffective strategies
• Long-term domain penalties due to spammy backlinks
• Content that misses the mark or hurts brand voice

According to a 2023 Ahrefs survey, 36% of businesses that switched SEO providers said the previous agency failed to show measurable results. Even worse, 21% reported ranking losses after implementation.

Expert Quote:

“The worst thing a business can do is blindly trust SEO promises without understanding the methodology. Ask questions — lots of them.” — Lily Ray, SEO Director, Amsive Digital

By asking the right questions up front, you gain transparency, align on strategy, and avoid expensive cleanup work later.

What experience does the agency have with businesses in your niche?

SEO is not one-size-fits-all. A B2B SaaS company, a local dentist, and an e-commerce clothing brand all need different strategies. That’s why it’s critical to evaluate whether an agency has experience in your specific industry or vertical.

Start by asking for:

• Case studies from similar clients
• Content examples relevant to your audience
• Proof of understanding your industry's search landscape

Can the agency provide specific SEO results and case studies?

Any reputable SEO agency should be able to provide clear, specific, and verifiable examples of how their work improved a client’s organic performance.

Look for evidence like:

• Google Analytics or Search Console screenshots showing traffic growth
• Keyword ranking charts before and after implementation
• Lead generation results tied to SEO campaigns

Real Example: A Toronto-based legal services firm worked with a SEO agency that boosted their monthly organic traffic from 1,100 to 3,600 within nine months. The agency provided:

• Before/after SERP position tracking
• On-page optimization audit reports
• Heatmap data showing improved UX engagement

Red flag: Agencies that only talk in generalities or refuse to share examples likely don’t have a strong portfolio.

What’s the agency’s approach to keyword research and content strategy?

Strong SEO starts with intent-driven keyword research and a scalable content strategy—not guesswork or stuffing keywords into outdated blog posts.

A professional agency should be able to walk you through:

• Their keyword research process (tools, clustering, competitor gap analysis)
• How they align keywords with content funnels (awareness, consideration, decision)
• How often they refresh and optimize content based on results

Keyword Strategy Example:

• Initial topic research via Ahrefs/SEMrush
• Clustered keyword maps by intent and priority
• Sample content calendar with weekly publishing goals

Sample Outline for a SaaS Blog Post:

• Title: Best CRM Tools for Remote Teams
• Target keyword: crm tools for remote teams
• Headings: What to Look For / Top Features / Our Picks / Pricing Breakdown
• Internal links: Product landing page + Support hub

A well-defined content plan should be flexible but also structured enough to track results.

How will they track performance and report results to you?

One of the clearest indicators of a professional SEO agency is their approach to reporting. Transparent, actionable reports separate guesswork from true performance. Before hiring, ask: how will they measure success?

Key Metrics to Expect:

• Organic traffic (GA or GSC-based)
• Keyword ranking changes (tracked over time)
• Conversion metrics (goal completions, form fills, call tracking)
• Technical SEO status (site health scores, crawl issues)

Sample Monthly SEO Report Layout:

• Executive Summary: Overview of wins, challenges, next steps
• Organic Traffic Overview: GA and GSC visual charts
• Keyword Rankings: Movement compared to last period
• Conversions: Goals achieved via organic traffic
• Link Building: New referring domains + anchor diversity
• Technical SEO: Site speed, mobile usability, index status

Reporting Tools Often Used:

• Google Search Console
• Google Analytics 4
• Looker Studio (custom dashboards)
• Ahrefs/Semrush for SERP movement
• Screaming Frog for technical audits

Pro tip: Agencies that tailor reports to your business goals (e.g., lead gen vs. e-commerce) offer more meaningful insights.

What SEO tools and software does the agency use?

Professional SEO requires a stack of tools to cover technical audits, keyword research, competitive analysis, and tracking. Knowing which tools the agency uses gives insight into their process and capabilities.

Common SEO Tools & Their Uses:

Ask whether tool costs are bundled into their pricing or if you’ll need additional subscriptions.

Will they follow Google’s Webmaster Guidelines and ethical practices?

SEO done wrong can wreck a site faster than no SEO at all. Ensure your agency strictly follows ethical, white-hat methods that align with Google’s policies.

From Google’s Official Guidelines:

“Avoid tricks intended to improve search engine rankings. A good rule of thumb is whether you'd feel comfortable explaining what you've done to a Google employee.”

Key practices to confirm:

• No participation in link schemes or private blog networks (PBNs)
• No auto-generated or scraped content
• No cloaking or keyword stuffing
• No hidden redirects or doorway pages

Red Flags:

• Guarantees #1 rankings (no one can promise that)
• Suggests buying links or reviews
• Avoids transparency about tactics

Lack of compliance can lead to:

• Manual actions and search penalties
• Sudden deindexing
• Long recovery periods

Quote from Google Search Central Blog:

“Search rankings should reflect relevance and user trust — not manipulative tactics.”
Ethical SEO builds long-term equity. Anything else is a gamble.

How does the agency handle link building and off-page SEO?

Link building remains one of the most powerful ranking factors — and one of the riskiest if done wrong. Ask how the agency earns links and whether they guarantee results.

Legitimate Link Building Tactics:

• Digital PR and media outreach
• Guest posting on vetted, real websites
• Niche directory submissions (only where relevant)
• HARO responses and expert quotes
• Link reclamation (fixing broken or unlinked mentions)

Red Flag Checklist:

• "Guaranteed" X number of links monthly
• Links from irrelevant, foreign, or spammy sites
• Uses automated tools to build links
• No tracking or reporting of outreach sources

Example of Legit Outreach: The agency partners with a journalist to include a client quote in a TechCrunch article — generating an editorial backlink with 90+ domain authority.

Example of Shady Tactics: Purchasing 50 links for $200 from a "blog network" that hosts spun content across unrelated domains.

Ask to see samples of outreach emails, site placements, and domain quality metrics (e.g., DR, traffic). Real link building takes time, but it pays off exponentially.

What is the pricing structure and what’s included in the SEO package?

Understanding an SEO agency’ s pricing structure is critical to assessing value — and preventing future billing surprises. Ask them to clarify what's included, what’s billable, and how deliverables are tied to performance.

Key Pricing Elements to Clarify:

• Are services billed hourly, monthly retainer, or project-based?
• What’s the expected number of hours per month?
• What deliverables are included (e.g., content creation, link building, reporting)?
• Are technical fixes included or billed separately?
• Are there onboarding/setup fees or cancellation penalties?

How long before you can expect to see SEO results?

SEO is a long game, and any agency that promises overnight success is likely using shortcuts that could backfire. You should expect a gradual, compounding return based on effort, domain history, and competition.

Expert Timeline Expectations:

• Month 1: Technical audit, strategy development, keyword research
• Months 2–3: On-page optimization, content development
• Months 3–6: Ranking movement, early traffic lifts
• Months 6–12: Measurable ROI and lead volume growth

Sales Promise Red Flags:

• "We’ll get you to page one in 30 days."
• "Guaranteed rankings or your money back."

According to Google’s SEO starter guide: “Most SEO work needs 3–6 months to show impact.”

Agency should set clear milestones and provide monthly progress updates — even before results are visible.

Will they provide technical SEO audits and implementation help?

A good technical audit identifies issues. A great agency helps fix them too. Don’t settle for a PDF with red flags and no action.

Ask:

• Is the audit automated or manually performed?
• Is implementation included or handed back to your dev team?
• Will you get before/after benchmark comparisons?

Checklist: What Should a Full Technical Audit Include?

• Crawlability & indexability (robots.txt, sitemap.xml)
• Core Web Vitals (page speed, CLS, LCP)
• Mobile usability
• Broken links & redirects
• Canonical tags
• Schema markup
• Internal link structure
• Thin or duplicate content detection
• URL structure and hierarchy

Many agencies use Screaming Frog, Sitebulb, or Deepcrawl — but expert review is essential.

Make sure they can either implement fixes or work with your team to do so efficiently.

What happens if results don’t meet expectations?

Even with the best strategy, SEO is variable. You need to know what options you have if the agency fails to deliver.

Important Contract Questions:

• Is there a refund clause or satisfaction guarantee?
• What’s the cancellation policy — 30 days? 90 days?
• Are you locked into a long-term contract?
• Is performance tied to benchmarks or soft goals?

Sample Contract Clauses:

• "Client may terminate this agreement with 30 days’ written notice."
• "If traffic does not increase within 6 months, the client may request early cancellation."

Expert Tip from Legal Consultant Dana Toth:

"Always clarify how success is defined. Ambiguous language around ‘growth’ or ‘visibility’ often leads to disputes."

It’s fair to give SEO time — but equally fair to have an exit strategy in place if it fails to move the needle.

How do you compare multiple SEO agencies effectively?

Choosing between multiple SEO providers is tough — especially when proposals look the same. A structured comparison framework helps you move beyond surface-level pitches and focus on measurable value.

Framework for Evaluation:

• Experience in your industry or niche
• Transparency in pricing and scope
• Track record of results (case studies, data)
• SEO methodologies (white-hat vs. grey/black-hat)
• Communication and reporting style

Scoring Table Template:

Create a weighted scoring system to prioritize what matters most for your business.

Downloadable Checklist:

• ✓ Has agency worked with similar-sized businesses?
• ✓ Are case studies relevant and recent?
• ✓ Is monthly reporting included?
• ✓ Are goals realistic and clearly defined?

Provide this in PDF or Google Sheets format to standardize evaluations across multiple vendors.

What red flags should you look for when talking to a SEO agency?

Too many businesses fall victim to overpromises and underdelivery. Spotting red flags early will save your budget — and your domain’s reputation.

Common Red Flags:

• Guaranteed #1 rankings or overnight results
• Vague, non-itemized pricing models
• No mention of Google Analytics, GSC, or KPIs
• Reluctance to share past client results
• No written contract or clear scope of work

Final checklist: Questions to ask before hiring your next SEO agency

Use this master checklist as your final decision tool. Each question reveals key insight into how the agency works and whether they’re a good fit.

Essential Questions:

• What’s your experience with businesses like mine?
• Can you show examples of traffic/ranking growth?
• What’s included in your SEO package?
• How do you approach keyword research and content?
• How do you track and report performance?
• What tools do you use for audits, research, and tracking?
• Do you follow Google’s Webmaster Guidelines?
• How do you handle link building?
• What happens if results don’t meet expectations?

Expert Tips:

“Don’t settle for a glossy pitch deck. Ask real questions, and expect real data.” — Aleyda Solis

“SEO is about process, not promises. Vet the methodology, not the marketing.” — Cyrus Shepard

Helpful Resource Links:

• Google’s SEO Starter Guide
• Seologist SEO Packages
• Ahrefs: What Makes a Good SEO Agency
• WebmasterWorld Forum
• Looker Studio Reporting Templates

Download the full printable evaluation guide or use a shared Google Sheet to compare vendors.

Why Choose Seologist?

At Seologist, we believe that great SEO is rooted in transparency, technical excellence, and a deep understanding of your business goals. With decades of collective experience across industries like e-commerce, SaaS, healthcare, and local services, we don’t just deliver rankings — we deliver growth.

Our clients trust us because we back every strategy with real data, clear reporting, and a commitment to Google-compliant practices. From keyword strategy to link building, every step we take is aligned with your success.

Want to see how we can help your business grow? Visit Seologist.com and request your free consultation today.

Sources and References

• Reddit r/SEO agency experiences
• WebmasterWorld reviews and complaints
• Aleyda Solis and Cyrus Shepard articles
• Ahrefs, Moz, and Seologist documentation