Playbook5 min read
How to choose an SEO agency: 12 questions that filter out the rest
Most agency pitches sound alike, so the useful part is what happens when you ask for specifics. These twelve questions cover proof, process and contract terms, and each comes with the answer that should end the call.
Which questions separate a serious agency from a pitch deck?
Twelve, in three groups: proof, process and paperwork. A serious agency answers each with something you can check. A weak one answers with adjectives.
Run them in this order. Proof questions are cheap to ask and quick to fail, so they save you the long call with an agency that has nothing to show.
Can they prove they have done this for someone like you?
Which clients in my sector did you work with, and can I speak to one? You want a named client, a similar business and a reference who picks up the phone. A logo wall tells you who paid an invoice once.
What happened to the last client's inquiries as well as their traffic? Ask for the report itself. Traffic that grows while calls and form fills stay flat is the most common way to pay for nothing.
Who owns the analytics, Search Console and site accounts? You do. If the agency creates them under its own login, you will rent your own data for as long as you stay.
When will I see the first result, and what will it be? SEO takes months, so an honest answer names early signals such as indexed pages and impressions, and keeps customer inquiries for later. Anyone who promises sales in the first few weeks is selling something else.
Do they tell you how the work actually gets done?
Where will links come from? Look for named methods: outreach, partnerships, digital PR. "We have a network" means a private link network, and Google treats those as spam. Recovery from a penalty takes far longer than the months you hoped to save.
Who writes the content, and how is it checked? Ask whether writers are people or models, who edits, and how facts are verified. Whatever the answer, you should be able to see the process in writing, because the text will carry your name.
What exactly happens in month one? A real plan has an audit, a keyword list tied to your services, and a first batch of pages. A vague "strategy phase" with no deliverable can fill a whole month.
Do you track how AI assistants mention my business? Buyers now ask ChatGPT and similar tools for providers before they open a search page. An agency that has never looked at this is optimizing for last year's habit.
| Question | Answer worth keeping | Answer that ends the call |
|---|---|---|
| Link sources | Named methods, sample placements | "Proprietary network" |
| Content process | Writers, editor, fact check described | "Our team handles it" |
| Month one | Audit and first pages listed | "Discovery and strategy" |
| AI visibility | Examples of tracking | Blank look |
What does the contract actually commit them to?
What is inside the monthly fee? Ask for a line list: hours, pages, links, reports. A single lump sum for "SEO services" cannot be compared with anything.
How long is the minimum term, and how do I leave? Look for the notice period and what you keep on exit: content, accounts and documentation. A long lock-in with no exit clause moves all the risk to you.
Do you guarantee a position? The correct answer is no. Google states that no one can guarantee a top ranking market. An agency can still commit to deliverables, such as pages published and reports sent on a date.
Who is my contact, and how often do we meet? A named person with a fixed monthly call beats a ticket queue. Ask who replaces them during leave.
How do you score the answers?
Give each question a point for a specific, checkable answer and zero for a vague one. We do not have a measured threshold. Our own rule of thumb is to walk away from any agency that scores zero on the questions on account ownership, exit terms and guarantees, because those protect your data, your exit and your budget estimate.
- Named client and a reference you can call
- Report that shows inquiries next to visits
- Accounts registered under your own name
- Fee broken into lines, with an exit clause
- Any promise of a guaranteed position
The last line is the one you want unchecked.
Sources
- Google Search Central, "Do you need an SEO?": guidance on guarantees and link schemes, read October 2026.
- Published agency vetting checklists from several SEO vendors, read September 2026, used to see which questions are already common in search results.
- AEO Reach editorial judgment where marked as an estimate.