10 Questions to Ask SEO Agencies

You’ve developed a short list of SEO agencies in your search for the right agency to help your organization grow traffic and improve rankings. Now it’s time to find the agency that’s the best match for your organization’s needs and goals. But it can be challenging to know how to choose an SEO company and what to look for when hiring an SEO company.

While the agencies appear similar, they often use different techniques and have unique specialties. By conducting an SEO services evaluation and then choosing the agency that is the right fit for your specific needs, you can use your SEO dollars most effectively to get the best results.

Because many agencies’ websites present similar accolades and promises, the next step is to prepare SEO agency interview questions and then personally interview each of your top candidates. You should prepare for the conversation by creating a list of questions that will help you gather specific information about both the agency and their practices. With SEO company interview tips and SEO consultant questions, it is easier to clarify the agency’s expertise, approach, and ability to work with your existing marketing strategy.

Here are 10 questions to ask SEO agency during your meeting to help:

1. What is your approach to SEO and how do you measure success?

There is not a single approach that works for all organizations. Your goal is to find an agency whose strategy and strengths line up with your needs. Additionally, they need to have a process to measure progress and make changes to reach your goals.

Start the conversation by asking questions about the agency’s methodology for SEO. Listen for answers that provide specific processes and steps, not jargon-filled promises. Look for an agency that provides a comprehensive strategy that includes technical, on-page, and off-page SEO. Ask follow-up questions that provide specific details.

Next, ask about what key performance indicators (KPIs) they monitor. Key metrics to look for include organic traffic, backlinks, click-thru rate, and keyword rankings. You want to make sure their success metrics align with your business objectives. For example, if your business goal is to increase your newsletter audience, then you want to measure organic conversions of newsletter signups. Ask questions about how often they monitor the KPIs as well as the tools they use for tracking.

2. Can you provide case studies or examples of past successes?

The old adage of “the best indicator of future success is past performance” holds true with SEO. Agencies earn a significant amount of expertise and skills through putting their strategies into action. Because each industry has nuances that vary from others, look for an agency that has done successful work in your niche.

Request detailed case studies that showcase their ability to deliver results in similar industries. Additionally, look for case studies and success with specific programs you are looking to implement. For example, if your goal is to increase influencer marketing, look for an agency that has successfully built similar programs.

Next, you should verify their claims by checking references or testimonials from previous clients. When talking to references, ask about results as well as what they liked both most and least about working with the agency.

3. What specific strategies will you implement for my business?

Each SEO project requires a personalized touch and approach. You need an agency that starts with a general strategy, which they modify based on your needs and goals. During the interview process, you want to make sure they are offering you a tailored plan instead of a generic solution.

While you previously asked about general strategies, now is the time to ask about how they will approach your specific project. Look for an agency that asks targeted questions about your organization’s current SEO efforts and your goals — both SEO and business. The agency should then provide high-level strategies that they plan to use for your specific business. Based on their answers, you can evaluate their understanding of your industry and business’s unique challenges.

4. How do you stay updated with the latest SEO trends and algorithm changes?

Because search engines constantly change their algorithm, SEO strategies should regularly change as well. SEO agencies must stay up to date on all of these changes in order to most effectively develop and implement successful SEO strategies for their clients. If an agency is using outdated information to develop and implement your SEO strategy, you will not see the expected success and your website may even be penalized by the search engines.

Ask about the resources the agency uses to keep pace with changes, such as industry publications, seminars, and webinars. You can also follow up on this question by asking their thoughts about current and future trends to demonstrate their knowledge. Listen for answers that indicate the agency has a culture of learning and expresses excitement about the ever-evolving field of SEO.

5. What kind of reporting and communication can I expect during our partnership?

Successful SEO requires a strong partnership between your organization and the agency, and that partnership depends on proactive and transparent communication. As a client, you should expect to receive regular reports about the SEO initiatives and the results. However, agencies differ widely on their reporting frequency and practices.

Ask the agency about what types of reporting to expect, and ask for a sample report. Look for detailed reports that cover traffic, rankings, and conversions. Effective communication is key to a successful partnership.

6. How will you integrate SEO with our overall marketing strategy?

Even when you work with an agency, SEO remains a core part of your marketing strategy. Your chosen agency must understand and be willing to align SEO efforts with your broader marketing goals. Look for an agency that asks questions outside of SEO about your overall marketing efforts and strategy. Integrating SEO with content marketing, social media, and other channels is critical for overall success both in SEO and marketing.

7. What is your process for conducting keyword research?

While keywords should not be the sole focus on an SEO strategy, they are a core part of making it easier for potential customers to find your website. Because some agencies use unethical or ineffective keyword strategies, you need to understand an agency’s methodology for identifying and prioritizing keywords. For example, if the agency mentions keywords, ask what type of keywords they like to target and ask for examples of how they determine long-tail versus short-tail.

You should also ask detailed questions about selecting the right keywords to target. Be sure to discuss how they approach balancing high-volume and high-competition keywords. Next, ask about practices, such as keyword stuffing, to make sure you are hiring a firm that uses white hat methods, not black hat methods. Additionally, make sure they focus on user intent when selecting keywords, not simply search volume.

8. How do you approach link building and influencer marketing?

Because backlinks help search engines determine a website’s authority, backlinks to your website from other reputable websites is a key part of building SEO. Some agencies use unethical methods, such as link stuffing or using spammy sites, to create a high volume of backlinks. Before hiring an agency, you want to make sure they use ethical methods that comply with search engine guidelines.

During the interview, ask what strategies the agency uses for acquiring high-quality backlinks. Listen for a response that focuses on creating quality links rather than a high volume of links. While it’s common for sites to exchange reciprocal links, search engines frown on using this method at scale. Additionally, be on the lookout for agencies that mention paying for links — a practice that can result in your website being penalized.

Ask the agencies if they offer influencer marketing campaigns, which is an ethical and often very effective way to gain reputable backlinks and increase traffic. Talk with the agencies about the methods and access for finding influencers in your industry. Additionally, look for agencies that target influencers with a YouTube channel, which are more likely to offer backlinks than social media only influencers.

9. What tools do you use for SEO audits and analysis?

Agencies almost always use tools and technologies for SEO management. During the conversation, ask about their toolkit to learn more about their technical capabilities. If an agency does not use an AI-based tool or does not want to explain their technology, consider this a red flag.

Listen for the mention of reputable tools such as Google Analytics, SEMrush, or Ahrefs. Ask if the agency charges extra licensing fees or if that is included in your fee structure.

10. How do you handle mobile optimization?

Because mobile optimization is essential for capturing a growing audience segment, you need to hire an agency with extensive knowledge of this aspect of SEO. Ask how they approach mobile optimization for SEO.

Look for agencies that discuss an overall mobile-first approach when making changes to the site structure. You need an agency that prioritizes mobile user experience as well as site speed. Other strategies to listen for include mobile-responsive design, mobile-friendly navigation, and mobile-optimized meta tags.

By using a defined SEO agency selection criteria and following best practices for hiring SEO agencies, you can more easily compare the agencies. Because working with an agency is a partnership, your organization should also pay attention to the agencies whose approach and personality mesh well with your working style and culture. Choosing an agency that understands your industry and your business is likely to provide you with the best opportunity for a successful SEO journey.