Are you considering spending money on an SEO campaign? Want to know if the company you’re considering using actually knows their stuff?

SMA Marketing share the questions you should ask an SEO company in this infographic.

 

Search Engine Optimization (SEO) is one of the most critical aspects of digital marketing. A well-executed SEO strategy can drive organic traffic, improve rankings, and ultimately lead to increased revenue. But how do you know if the SEO company you’re considering is the right one for the job?

The SEO industry is notorious for misinformation, exaggerated claims, and questionable tactics. Many agencies promise first-page rankings overnight or claim to have insider knowledge of Google’s algorithm. But SEO is a long-term game, and the wrong strategy can do more harm than good.

Before you hire an SEO agency, ask them these 15 key questions to ensure you’re choosing a trustworthy partner for your business.

What is SEO?

At first glance, this might seem like a basic question, but it helps gauge whether the agency truly understands SEO. Their answer should reflect SEO as a strategy that enhances a website’s visibility on search engines through techniques like on-page optimization, content creation, link building, and technical improvements.

Watch out for vague responses or anyone who defines SEO solely as “ranking on Google.” A reliable agency should focus on improving search visibility and user experience, not just rankings.

How Do You Define Success in SEO?

SEO success depends on many factors, including industry competition, target audience, and business goals. A trustworthy SEO company will define success based on key performance indicators (KPIs) such as:

• Organic traffic growth
• Improved keyword rankings
• Higher conversion rates
• Increased engagement metrics

Be wary of agencies that define success solely as “getting you to #1 on Google.” Rankings fluctuate, and the ultimate goal should be sustainable, long-term growth.

How Do You Stay Updated on Industry Changes?

Google updates its algorithm hundreds of times per year, meaning SEO strategies must constantly evolve. A reputable SEO company stays informed through:

• Google’s official updates
• Industry-leading blogs (Moz, Search Engine Journal, etc.)
• SEO conferences and webinars
• Experimentation and case studies

If an agency isn’t actively keeping up with industry trends, they might still be using outdated or even harmful SEO tactics.

What Does a Typical SEO Strategy Look Like for a Client Like Me?

SEO isn’t one-size-fits-all. The agency should be able to outline a strategy tailored to your industry, competition, and business goals. Their answer should include:

• Technical SEO: Improving site speed, mobile-friendliness, and security
• On-Page SEO: Optimizing content, headings, and metadata
• Content Strategy: Creating and optimizing high-quality content
• Link Building: Building authoritative backlinks through ethical methods

A good agency should be able to adapt strategies based on your unique needs rather than using a generic approach.

How Often Do You Communicate With Clients?

Clear communication is essential. Ask how frequently they provide reports and whether you’ll have a dedicated account manager. A professional SEO agency should offer:

• Monthly reports detailing progress
• Regular meetings to discuss strategy and results
• Responsive support for urgent queries

If an agency is vague about reporting or doesn’t offer regular updates, it may be a red flag.

How Did You Learn SEO?

Not all SEO experts have formal training. Many are self-taught, while others have learned through experience. This question helps you understand their background.

A good SEO agency should have:

• Years of hands-on experience
• A proven track record of success
• Continuous education through courses and certifications

Avoid agencies that claim to have a secret formula or insider access to Google’s algorithm—SEO doesn’t work that way.

How Do You Approach Keyword Research?

Keyword research is a fundamental part of SEO. Ask the agency how they find and select target keywords. Their process should include:

• Analyzing search volume and competition
• Focusing on high-intent keywords that drive conversions
• Looking at long-tail keywords for niche targeting
• Using tools like Google Keyword Planner, Ahrefs, or SEMrush

If they don’t mention data-driven keyword research, they might be guessing rather than strategizing.

What is the Relationship Between SEO, SEM, and Social Media Marketing?

SEO, Search Engine Marketing (SEM), and social media marketing are interconnected. A good SEO agency understands how these elements work together:

• SEO focuses on organic search traffic
• SEM (paid search) helps with immediate visibility
• Social media supports brand awareness and engagement

An agency that ignores the bigger picture may not provide a holistic digital marketing strategy.

What SEO Tools Do You Regularly Use?

The best SEO agencies use professional tools to analyze and track performance. Look for mentions of:

• Google Analytics & Google Search Console (for data tracking)
• SEMrush or Ahrefs (for keyword research and competitor analysis)
• Screaming Frog (for technical audits)
• Yoast SEO or Rank Math (for on-page optimization)

If an agency claims they don’t need tools, they may not be using a data-driven approach.

How Do You Stay Organized With SEO Projects?

SEO involves managing multiple tasks, including content updates, keyword tracking, and link building. Ask how they keep everything organized. A solid agency should:

• Use project management tools like Trello, Asana, or Monday.com
• Have clear timelines and workflows
• Provide structured reports with insights and recommendations

A disorganized agency might struggle to keep up with your campaign effectively.

What is Your Opinion on Link Building?

Link building is one of the most challenging aspects of SEO. A good agency should focus on:

• Earning high-quality, relevant backlinks
• Creating shareable content for natural link acquisition
• Avoiding spammy, paid, or private blog network (PBN) links

Be cautious if an agency guarantees a specific number of backlinks per month—quality matters more than quantity.

Have You Ever Dealt With Link Penalties?

Google penalizes websites that use unethical link-building practices. Ask if the agency has experience recovering from penalties.

A knowledgeable SEO agency should:

• Identify toxic backlinks using tools like Ahrefs
• Disavow harmful links through Google Search Console
• Improve the site’s overall SEO profile with ethical methods

If they say penalties aren’t a concern, they may not be aware of Google’s strict guidelines.

What is the Ideal Speed for a Website?

Page speed is a crucial ranking factor. Google expects sites to load in under 2 seconds for a good user experience. A good SEO agency should:

• Conduct site speed audits
• Optimize image sizes and scripts
• Use caching and content delivery networks (CDNs)

If they ignore site speed, it could hurt your rankings and conversions.

What Methods Do You Use to Redirect Pages?

Redirects are essential when moving or restructuring a website. The agency should mention:

• 301 redirects for permanent URL changes
• 302 redirects for temporary moves
• Proper handling to preserve SEO value

Poor redirect management can result in lost traffic and rankings.

What Metrics Do You Use to Measure SEO Success?

A professional SEO agency should track multiple performance indicators, including:

• Organic traffic growth
• Keyword ranking improvements
• Conversion rates
• Bounce rate and time on site

Be wary of agencies that only focus on rankings without considering overall business impact.

Final Thoughts: Can You Trust Them?

Choosing an SEO company is a major decision. By asking these 15 questions, you’ll separate true experts from those using shady tactics.

SEO is an investment, and the right agency will help your business grow sustainably. So, before you sign any contracts—ask the tough questions and make sure you can trust them!