How to choose an SEO agency

Ten questions, and what a good answer sounds like

1. Who will actually do the work?You should get names, and be able to speak to them. “Our team” is not an answer.
2. What would you do in the first month?A good answer is specific to your website. “Optimise your site” is not.
3. Have you looked at my site yet?Anyone quoting without looking is selling a package, not a solution.
4. How will you report?Look for enquiries, calls and sales. Rankings alone tell you little.
5. Can I see work you have done?Real businesses you can look up, and ideally speak to.
6. How do you earn links?From relevant sites, by asking and by creating something worth linking to. Any mention of packages or networks is a bad sign.
7. What will you need from me?A good agency needs your knowledge and your approvals. One that needs nothing is not tailoring anything.
8. Who owns the website, the profile and the data?You should, in every case, with full access.
9. What happens if I want to stop?A clear notice period, and everything handed over.
10. What will you not do?Guarantees, fake reviews and bought links should all be on the list.

Red flags

• Guaranteed rankings. Google itself warns against anyone who promises a number-one position.
• “Secret” or “proprietary” methods. There are no secrets, only work.
• A long contract before a review. Commitment should follow evidence.
• Unsolicited emails claiming your site has errors. A sales template, sent to thousands.
• Prices far below everyone else’s. The hours have to come from somewhere.
• They want to own your accounts. It makes leaving difficult, which is the point.

Does it need to be local?

Where an agency is based has no effect on your rankings. It can matter for other reasons: an agency that knows your area understands how local customers search and which competitors count, and you can meet in person.

So for a York business, an agency in or near York is a reasonable preference, not a requirement. We work with businesses across Yorkshire from one office and say so plainly on every area page.

What to check in the contract

• Minimum term and notice period.
• What is included each month, and what costs extra.
• Who owns content, designs and accounts created during the work.
• How and when you will receive reports.
• What happens to your logins and data when the contract ends.