Choosing the right SEO company can feel like navigating a maze—there are so many paths, but which one leads to results instead of dead ends? With SEO boasting some of the highest ROI in digital marketing (500% for some businesses!), you don’t want to miss out by settling for agencies that are all talk.
So, we’ve narrowed down the 7 crucial things you need to know to make the right choice. Whether you’re vetting your top picks or just starting the search, this guide will keep things simple, smart, and stress-free.
Bookmark this blog or save our checklist below—your future SEO success starts here.
How to Choose an SEO Company—Quick Checklist
Goal-orientedValue For Money
Full-Service Approach
Custom Strategies
Proven Results
Trustworthy Partners
Transparent & Actionable Reports
1. Are They Aligned With Your Goals and Industry?
Before diving into the sea of SEO agencies, ask yourself: What do I want to achieve with this partnership?
Knowing what to look for in an SEO company starts by figuring out where you stand + what you want to achieve next:
- Running a local business? A local SEO agency can help you dominate nearby searches and attract local customers.
- Scaling up? Go for an agency with proven experience in scaling businesses on a national level.
- Feeling stuck? Work with an agency that thrives on creative solutions like Conversion Rate Optimization (CRO) and technical SEO to get back on track.
Different industries also call for different strategies, so industry experience matters. Case in point: e-commerce leans on product page optimization, while B2B focuses on thought leadership to build trust. An SEO company with proven experience in your field can be a game-changer.
2. How Much Are You Willing to Invest?
The saying “you get what you pay for” is undeniably true in SEO. Let us tell you now: Quality SEO is not cheap, but it’s a long-term investment in sustainable growth. The trick? Balancing your budget with the impact you want.
SEO Agency Pricing Guide
- Monthly Retainer (Best Option): Agencies commonly charge $500-$5,000 monthly for ongoing services like strategy, content, monitoring, and updates.
- One-Off Services: Good for quick fixes, audits, and technical optimizations, costing $2,500–$5,000 per project but may lack long-term impact.
- Hourly Rates: Costs $75–$100/hour, usually in an SEO consultant setting, but costs can add up quickly without guaranteed progress.
Red Flag Alert:
If prices dip below $1000/month for a comprehensive SEO strategy, tread carefully. Low rates often mean outdated or shady tactics that could get your site penalized. Cheap SEO might seem like a deal, but it can cost you big in the long run.
So, focus on value, not just price, and you’ll find an SEO partner who’s worth the investment.
3. Are They Full-Service?
A commonly overlooked factor in how to choose an SEO company? Their range of SEO services.
See, SEO isn’t a single task—it’s an ecosystem. Did you know Google uses over 200 factors in its algorithm to rank websites? This means everything from keyword research and content creation to link building, technical SEO, and CRO plays a role.
Google looks at everything, so your SEO agency should too.
Be cautious of companies with tunnel vision:
- Backlink-Only Agencies: Congrats, you got Forbes to link to your page! But if your site isn’t optimized to convert, that traffic won’t stick around.
- Blog-Focused Teams: Blogs are great, but without high-authority backlinks, even great content will struggle to rank.
- Only Technical SEO: Clean headings are nice, but if your site is slow or riddled with bugs, Google won’t give you those brownie points.
If you’re paying for SEO (again, it’s not cheap), go for a full-service agency that tackles every piece of the puzzle. Anything less is a half-hearted effort that won’t get you far.
At Four28, we take a 360° approach to SEO. From technical audits and fixes to turning your website into a 24/7 salesperson, we deliver results that go above and beyond.
4. Do They Have a Winning Strategy?
The cornerstone of how to choose an SEO company? Their proposed strategy a.k.a. how they plan to help you win at SEO. This is where their expertise and industry knowledge will truly shine (or not).
Before evaluating an agency’s strategy, brush up on SEO basics yourself. A quick crash course on SEO can help you understand what’s legit versus what’s just fancy jargon.
When reviewing their proposal, here’s what to look for:
- A Clear, Tailored Plan: Does their game plan follow SEO best practices while being customized to your needs or is it a pie-in-the-sky, one-size-fits-all approach?
- Measurable KPIs: Think organic traffic growth, improved rankings, or lead conversions.
- Pro Tip: Be specific about results you expect—like “30% more qualified leads in 6 months”—so you can hold potential agencies accountable.
- Realistic Timelines: SEO takes time. Promises of overnight success are a major red flag.
- Proper Tools: SEO requires tools for keyword research, site audits, link building, and more.
- A good agency will have access to (and proficiency with) tools like Semrush, Ahrefs, Google Search Console, etc.
Red Flags:
- Vague strategies without details or claims of a “secret sauce” or “proprietary system” (spoiler: no one has a backdoor to Google).
The right SEO agency will be data-driven and equipped with a strategy that’s as solid as your goals.
5. Do They Have the Results to Back it Up?
Actual Semrush organic traffic data from one of Four28’s clients. We launched their newly designed and optimized website last November 2023, btw.
Any agency can talk SEO lingo, but the best ones will pull up receipts. Don’t take an SEO agency’s claims at face value—dig into their track record.
How to Vet an SEO Agency
- Read Case Studies: Look for detailed examples of how they’ve improved rankings, traffic, or conversions for other clients.
- Ask for SEO Data: Metrics like keyword growth or lead generation should back up their success stories.
- Check Independent Reviews: Third-party platforms, including Google Reviews or Clutch > cherry-picked reviews on the agency’s website.
- Ask for References: A credible agency should be willing to share client references or a client list.
- Verify Their Work: When in doubt, check if their client websites are actually ranking well.
Pro Tip: Run 1-3 of their client sites through a free tool like Moz’s Domain Authority Checker. Look for a DA of 30+, steady or upward organic traffic trends, and competitive rankings to gauge their traction.
6. Can You Trust Them and Do They Actually Care?
SEO isn’t just a financial investment—it’s a trust fall. You’re also handing over your website, data, and time, so your agency better be all-in on your success.
Pay attention to how they communicate. Are they straight shooters or buzzword salespeople? Are they actively listening and asking thoughtful questions about your business, or are they stuck on auto-pilot, pitching a cookie-cutter solution?
Key Questions to Ask Before Hiring an SEO Agency
Do your homework and ask the right questions, including:
- How do you balance client goals with ethical SEO practices?
- How do you communicate progress and challenges?
- What happens if we don’t hit our targets on time?
- What’s the most important value your team operates by?
The right agency isn’t just selling services—they’re ready to become an extension of your team.
7. Will They Provide Regular and Actionable Reports?
Your SEO agency should be like a GPS—constantly updating you on where you are, where you’re going, and how fast you’ll get there. Regular, actionable reports are essential for keeping your sanity and protecting your investment.
Essential Data to Look For in An SEO Report
- Organic Traffic: Are you seeing more people finding you through search?
- Keyword Rankings: How are you performing for your target keywords?
- Conversions: Is your traffic turning into leads or sales?
- Backlink Growth: Are they building quality links that boost your authority?
- Technical SEO Updates: Are site errors, speed, and other issues being fixed?
A great agency doesn’t drown you in fluff or vague metrics. They explain why they’re doing what they’re doing and back it up with clear data. That’s how to tell if your SEO company is actually working—literally and figuratively.
At Four28, we don’t stop at monthly reports. We give you a real-time dashboard so you can track progress anytime. Because transparency isn’t just a nice-to-have—it’s how great partnerships are built.
Wrap-Up: How to Choose the Right SEO Agency
Choosing the right SEO company doesn’t have to be a headache or a leap of faith. Focus on tailored & well-rounded strategies, fair pricing, proven results, and a team you can trust—and you’ll find a solid partner for long-term growth.
BUT if you’d rather take the fast lane to a world-class SEO agency with a stellar track record, Four28 has you covered. Tailored SEO strategies? Check. Proven Results? You bet. A team that genuinely cares? Always.
Don’t believe us? Check out our SEO services + receipts here.
