How to choose an SEO company: 10 questions to ask before you hire
Key takeaways
- A good SEO company explains its plan in plain English and ties it to leads and sales, not just rankings.
- Ask about the first 90 days, who does the work, how success is measured, and how they handle AI search.
- Walk away from guaranteed rankings, secret methods, long lock-in contracts, or anyone who won’t give you access to your own accounts.
- Know your goal, budget and timeline before your first call.
To choose an SEO company, ask how they’ll spend the first 90 days, who will do the work, how they measure success, and what you own if you leave. The right company answers clearly and connects everything to your leads and sales. The wrong one hides behind jargon. These 10 questions help you tell the difference in a single call.
Before you talk to anyone, know three things
- Your goal. More calls? More online sales? More booked consultations? Pick one.
- Your budget. A monthly number you can keep up for at least six months.
- Your timeline. SEO builds over months. If you need customers next week, ads may be a better fit for now.
Not sure you need a company at all? Our free quiz, Should I do my own SEO and AI search?, gives you an answer in about two minutes.
The 10 questions to ask
1. What will you do in the first 90 days?
A good answer is specific: fix technical issues, improve your main service pages, set up your Google Business Profile, start a review routine. A vague answer like “we’ll optimize your site” is a warning sign.
2. Who will actually do the work?
The person who sells to you is often not the person who does the work. Ask who your day-to-day contact is, and whether any work is passed to outside contractors.
3. How will you measure success?
Rankings and traffic are useful, but they don’t pay the bills. Listen for leads, calls, form fills and sales. If they only talk about rankings, ask how those turn into customers.
4. Can you show results for a business like mine?
Ask for an example from a similar industry or size, with real numbers and a name you can contact. Results for a national ecommerce brand don’t tell you much about a local dental office.
5. How do you handle AI search?
People now ask ChatGPT and Google’s AI for recommendations. A current SEO company should have a clear plan for AEO and GEO, not just Google rankings.
6. What do you need from me?
SEO always needs something from you: access, approvals, photos, customer questions, time for interviews. Good companies tell you upfront so nothing stalls.
7. Who owns the work if we stop?
You should own your website, your content, your Google Business Profile and your analytics accounts. Get this in writing.
8. How often will we talk, and what will reports show?
Monthly is common. Ask to see a sample report. It should show what was done, what changed, and what’s next, in language you understand.
9. What does it cost, and what exactly is included?
Get a written list of deliverables. “Monthly SEO” could mean two hours of work or forty. Compare what’s included, not just the price.
10. How long is the contract, and how do I leave?
A short starting term, like three to six months, with 30 days’ notice after that, is reasonable. Long lock-ins with big exit fees protect the agency, not you.
Example · Two answers to question 3
Agency A: “We’ll get you ranking for 50 keywords.”
Agency B: “Right now you get about 10 calls a month from your website. Our goal is to double that in six months. We’ll track calls, form fills and which pages they come from.”
Agency B is talking about your business. Agency A is talking about theirs.
Red flags to watch for
- Guaranteed #1 rankings. Nobody controls Google. Honest companies don’t promise positions.
- Secret methods. If they can’t explain what they’re doing, don’t pay for it.
- Hundreds of links for cheap. Bought links can get your site penalized.
- No access to your own accounts. Your data should always be yours.
- Pressure to sign today. A good partner gives you time to decide.
Free tool
Not sure you need to hire anyone?
Take our free 2-minute quiz, Should I do my own SEO and AI search?, and find out whether to do it yourself, get help with part of it, or hand it off. No email needed.
Frequently asked questions
How much does an SEO company cost?
It varies widely. In an Ahrefs survey of 439 SEO providers, the most common monthly retainer was $501 to $1,000, while the average across all providers was $2,917 a month.
How long until I see results?
Usually months, not weeks. Quick fixes can help sooner, but most businesses should plan on at least six months before judging results.
Should I hire a freelancer or an agency?
Freelancers often cost less and give you direct access to the person doing the work. Agencies offer more people and skills. The right choice depends on your budget and how much you need done.
Do I need a local SEO company?
Not necessarily. What matters is experience with businesses like yours. A remote company that knows local SEO well can do great work for a local business.
Keep reading
- What is SEO? A plain-English guide →
Understand the basics before you hire anyone. - How to do SEO →
A simple step by step guide if you decide to do it yourself. - SEO vs AEO vs GEO →
What a modern SEO company should cover.
Sources
- Ahrefs, SEO pricing survey · 439 SEO providers on how they price their services
