Hiring the wrong SEO agency wastes months and money. Here’s what to actually check before you sign anything — not the marketing-speak agencies put on their own websites.
1. Ask what they report on
If an agency’s sample report is mostly keyword rankings and traffic graphs, be cautious. Rankings and traffic are a means, not the goal. Ask: will you report on leads, calls and revenue? If they can’t tie SEO work back to your business outcomes, you’ll have no way to judge whether it’s working.
2. Ask about AI search, not just Google
By 2026, a meaningful share of research happens through ChatGPT, Gemini and Google’s AI Overviews, not just a list of blue links. Ask directly: “What do you do for AI search visibility (AEO/GEO), beyond classic SEO?” If the answer is blank stares, they’re optimizing for a search landscape that’s already shifting.
3. Get the contract terms up front
Month-to-month is healthier than a 12-month lock-in. SEO takes 3–6 months to show real results, so some commitment makes sense — but a long contract mostly protects the agency, not you. Ask what happens if you want to leave after 3 months.
4. Ask who actually does the work
Many agencies sell you a senior strategist on the sales call, then hand your account to a junior team or a subcontractor. Ask directly who will be doing the work day-to-day, and whether you’ll have a named point of contact.
5. Request real case studies, not generic numbers
“300% traffic increase” means nothing without context — a brand-new site can show a 300% increase from almost nothing. Ask for a specific client, in your industry or a similar one, with a before/after over a stated time period.
6. Check how they handle technical SEO
Content and links get the spotlight, but broken technical foundations (site speed, crawlability, mobile usability, structured data) can quietly cap your results. Ask what their technical audit process actually covers.
7. Clarify what’s included vs. billed separately
Does the monthly fee cover content writing? Link building? Technical fixes? Some agencies nickel-and-dime every deliverable. Get a clear scope in writing before you start.
The short version
A good SEO partner reports on money, not just metrics; covers AI search as well as Google; keeps you on month-to-month terms; is upfront about who does the work; and backs claims with specific case studies. If an agency can’t answer these clearly on a first call, that’s your answer.
Curious what this looks like in practice? Get a free SEO & AI visibility audit and see exactly where your site stands today.