Hiring an SEO agency is a big decision especially if you’re willing to invest in SEO services that can save you time and money. It can directly impact your online visibility and business success. But with so many agencies promising the same results of increasing traffic, rankings and leads, it might be hard to pick the right one for you.
This is why you want to narrow down your decision by asking the right questions. Here are 16 different questions you should ask an SEO agency you hire them.
SEO is a broad term so not all SEO agencies provide exactly the same services, Some focus specifically on on-page optimization while others specialize in technical or off-page SEO. Even though most agencies will list the service they provide on their website, we still recommend you pose this question just to make sure the service they provide aligns with your goals.
A good agency will be upfront about what they do best and list out specifically the type of services they provide in detail and should clear things out before you make a decision.
This is probably the most common and important question clients ask, and a lot, if not most, SEO agencies give the standard response of 6 to 12 months.
While that’s generally true since SEO takes time, a good agency should give you a more direct answer based on your business niche. Some industries are tougher to rank in than others. For example, a local home cleaning service is much easier to rank than a personal finance website.
Another big factor is what your website is trying to achieve, whether that’s sign-ups, sales, or more organic traffic, along with how well-known and trusted your site already is. SEO for startups isn’t the same as SEO for well established brands., For example, at Higglo.io, we worked on a SaaS company that already had some authority, which helped us get results faster.
The bottom line is that an honest agency will take a real look at where you stand and set clear expectations instead of giving you empty promises or generic answers.
Client references and case studies are both great ways to assess an agency’s experience, particularly when they come from businesses in the same industry as yours. References offer insight into what you can expect from their SEO services and help you determine if you can trust them with your business.
Case studies are equally important, as they highlight successful metrics achieved with clients in similar niches. A successful SEO agency should provide case studies that go beyond vanity metrics like higher rankings and show real business growth, such as increased leads, conversions, or engagement.
If an agency struggles to provide solid examples, it could be a red flag, suggesting a lack of experience or proven success.
As a client you don’t need to necessarily know the tool the agency uses to implement SEO campaigns since tools alone don’t define expertise, but they do reveal an agency’s approach.
Most agencies use common tools like Ahrefs, SEMrush, Moz, Google Analytics, and Google Search Console. The focus isn’t on whether they use cheap SEO tools or premium ones, but on how they apply them. Are they leveraging insights to drive strategy, or just running automated reports?
Their answer will tell you a lot about their process and whether they can effectively turn those insights into real results.
Keyword research is the cornerstone of SEO, as it’s the primary source for driving traffic. However, it’s not just about targeting high-traffic terms. This approach won’t work for every business. When it comes to keyword research, there are three key factors that an SEO agency should focus on.
This refers to the intention behind the search query. There are four main types of keyword intent:
If the agency doesn’t consider keyword intent in their research, it means they don’t know how to filter and provide effective SEO content that matches the searcher’s intent, and they may not fully understand where the searcher is in their decision-making process.
These are longer, more specific search queries that typically have lower search volume but higher ranking potential. If your business isn’t well-known or has low authority, targeting long-tail keywords is essential to improve your chances of ranking. A knowledgeable agency should include long-tail keywords in their strategy if needed for your website’s success.
This is perhaps the most crucial factor. Relevance ensures that the keywords you target match what your audience is actually searching for. A strong agency will focus on keywords that align with the interests and needs of your target audience, building your website’s authority around topics that are directly relevant to your business.
We cannot stress enough how important content relevance is for any website. It can either help build or hurt your business’ authority over time, so choosing the right keywords and focusing on relevance is key to long-term SEO success.
Backlinks are still and will always be a crucial ranking factor in SEO, they send signals of trust and authority to search engines which grants higher rankings. However, not all links are valuable.
A solid agency will focus on getting relevant, high-quality links from industry-related niches like yours, not just chasing high-authority backlinks that don’t fit your niche. Essentially, they need to focus on quality not quantity. If they mention buying links or using questionable black hat link building techniques, just walk away as those shortcuts can lead your whole website to be penalized.
In addition to external links, a strong internal link building strategy is equally important. By creating a solid internal linking structure, the agency can drive more traffic to your website and improve overall site navigation, benefiting both users and search engines.
SEO constantly changes and updates its algorithms which means certain optimizations either don’t move your traffic at all or are a crucial ranking factor. This means any SEO strategy needs to always be revaluated and assessed . A good SEO agency keeps up with changes and adapts their strategies accordingly.
They don’t need to memorize every single update, but they should understand shifting ranking factors and adjust their methods to stay effective. By posing this question, you get to understand how they stay informed and updated to provide the best optimizations for your website.
This is your chance to see what sets an agency apart. Do they have hands-on experience in your industry? Have they helped businesses like yours overcome similar challenges? Do they take the time to craft a strategy that fits your needs, or do they rely on the same formula for every client?
A strong agency won’t just list its services, it will show you real results. Look for specific examples of past success, clear explanations of their approach, and honesty about what you can expect. The right agency will be upfront about their process and realistic about the results they can deliver.
SEO is an ongoing process, so tracking campaigns is always essential. But the reality is, many agencies send reports that are either very generic or complicated to understand. Any well defined SEO report should be tailored specifically to your business and should never include complicated metrics that you either don’t understand or even care about.
As a business owner, you care more about results rather than the process. It Means, SEO agencies should keep in mind that what excites them might not excite you.
You need to identify whether they will provide specific reports for your business, include simple to understand metrics, graphs, and charts of your SEO growth, and outline future optimization plans so you know what to expect beforehand.
Effective reports should also include metrics like:
- month to month traffic comparison
- Monthly traffic growth
- Most popular SEO pages
- Brand name clicks
- Number of pages getting clicks
- Number of keywords ranking on page 1
- New backlinks
The takeaway here is that a reliable agency won’t just send you generic reports, they’ll personalize and help you understand them.
Beyond SEO results, communication is all about transparency, it gives you an idea about how upfront the agency is. Communication is a clear sign of a good partnership. trustworthy SEO agencies should be good communicators, and they tend to build a relationship of friendship beyond just being a service provider for a client.
Some agencies provide monthly updates, while others offer weekly calls or real-time dashboards. So make sure your agency does the same. You can ask them questions such as how often they’ll check in, who your point of contact will be, and how they handle questions or concerns.
Some agencies prefer long-term contracts, while others offer more flexibility with month-to-month agreements. In our case, we typically work with contracts ranging from six to twelve months. Just make sure to choose an agreement that aligns with your business goals and gives enough time to see meaningful results.
Before signing with an SEO agency, make sure you understand what happens if you decide to cancel the contract. How they handle it can depend on why you're ending the relationship, whether it's due to results, budget, or something else. It's best to have this conversation early so you're clear on your options.
SEO is a long-term investment, so it’s essential to have a clear roadmap to guide the process of improving your website’s visibility and rankings. A well-defined plan ensures the agency is focused on specific, measurable goals rather than performing random tasks.
Having an SEO roadmap showcases the agency's flexibility and ability to adapt to market shifts, search engine updates, and your evolving business needs all while staying focused on long-term goals.
Higher rankings are great, but they’re not the only goal. SEO success can be defined and measured by many goals such as engagement, sign-ups, conversions, and revenue growth. As the business owner, you have the decision to set specific goals based on what matters most to your business.
Metrics like conversion rate, engagement rate, impressions, and average click-through rate are the most important beyond just ranking, so make sure the agency focuses on these to demonstrate the true impact of their SEO efforts.
In short, a results-driven agency will focus on how SEO contributes to your bottom line, not just where you rank on Google.
Most SEO agencies don’t share their pricing online, so it’s best to ask them directly. Common pricing models include monthly retainers for ongoing SEO services. If you're looking for SEO consulting, some agencies charge by the hour or offer a one-time fee for a specific project. Make sure to clarify what’s included in the price to ensure you’re getting the right value for your business.
SEO isn’t only about optimizing your website for desktop users, it’s also about mobile optimization since the number of mobile users has been increasing in the past few years.
It’s crucial for the agency to provide optimization strategies and best practices for Mobile SEO. Make sure they prioritize mobile optimization just as much as desktop. Look for companies that truly value mobile performance, and can optimize your website for easy navigation and fast load times.
Picking the right SEO agency can feel like a minefield. You want someone who’s going to help your website grow, not just take your money and leave you with a mess. The tricky part? A lot of agencies sound great at first, but there are some clear warning signs that can save you from a bad experience. Here’s what to keep an eye out for when you’re talking to potential agencies:
If an agency dodges your questions or gives you vague answers about how they’ll handle your SEO, that’s a big red flag. A good agency will be upfront about their process and explain things in a way that makes sense to you. You shouldn’t feel like you’re being kept in the dark—after all, it’s your website and your business on the line.
Let’s be honest: SEO isn’t a quick fix. If an agency promises you’ll be at the top of Google in a week or guarantees instant results, run. Real SEO takes time, effort, and a solid strategy. Anyone promising overnight success is either lying or using shady tactics that could hurt your site in the long run.
If an agency starts talking about buying backlinks or using other “tricks” to game the system, that’s a major warning sign. These tactics might sound tempting, but they’re against Google’s rules and can get your site penalized. A good agency will focus on building your site’s reputation the right way, even if it takes a little longer.
You deserve to know what’s happening with your SEO. If an agency can’t tell you how they’ll track progress or won’t commit to regular updates, that’s a problem. How else will you know if their work is actually paying off? A trustworthy agency will keep you in the loop with clear, honest reporting.
By asking the right questions, you’ll get a clearer idea of the SEO service you’re signing up for. It’s important to find an agency that truly understands your business needs and offers a strategy that fits. Look for transparency and clear communication. This helps ensure you're on the same page and can avoid any surprises down the line.
Don’t settle for generic promises. The right agency will be focused on your long-term growth and show a genuine interest in helping you succeed. They’ll have a clear plan with realistic timelines, and they’ll measure success beyond just rankings, focusing on results that really matter to your business.
Higglo is a digital marketing agency offering SEO, PPC, web design services and more. We’ve helped different client industries and brands like Hulu and Blizzard expand their reach and grow their presence worldwide. Ready to transform your digital presence? Contact us today and let’s create something unforgettable together.
"Partnering with Higglo for our SEO needs has been a game-changer for Motivity. We have been overly impressed with how quickly our rankings for critical keywords has improved, and consistently see more and more organic traffic month over month. We are incredibly impressed with the results and whether you're in a niche or broad market, we highly recommend their SEO services to anyone looking to grow their online presence."
Brian Curley
Boost Your Online Presence with Higglo Digital, a leading web and SEO agency offering high-quality services tailored to elevate your brand. Our expert team delivers top-notch SEO strategies, award-winning website designs, and impactful branding solutions. Trust us to optimize your website, drive targeted traffic, and unlock your business's true potential.
From Hulu to Blizzard, we have the experience to take your brand to the next level. With our team across the world from Dubai and Abu Dhabi to Sydney Australia and New York City, we have the experience and background to take your business to the next level. Contact us today to take the first step toward digital success.
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