Top 29 Questions to Ask When Considering an SEO Company

Choosing the right SEO company is one of the most important decisions a marketing manager or small business owner can make. A good SEO partner can help your business grow by improving your online visibility, driving more traffic to your website, and therefore increasing your revenue.

However, not all SEO companies are created equal, and choosing the wrong one can waste your time, money, and effort.

To make the best decision, you need to ask the right questions. Below are 29 detailed questions you should ask when considering an SEO company, along with explanations of why each question matters.

Understanding Their Expertise

1. What SEO Services Do You Offer?

SEO involves many different strategies and techniques, so it’s important to know what services the company provides. Some companies focus only on basic on-page SEO, while others offer a full range of services like technical SEO, link building, local SEO, content creation, and even social media integration.

Ask them to explain their services in detail. For example:

Do they optimize H2, H2, and H3 titles?

Will they improve site speed?
Do they handle keyword research?
Can they create high-quality content for your website?

By understanding their offerings, you can see if their services align with your business goals.

2. How Long Have You Been in the SEO Industry?

Experience matters in the world of SEO because search engine algorithms are constantly changing. A company with years of experience has likely seen these changes and knows how to adapt.

You can ask about their history:

How long have they been in business?
Have they worked with businesses similar to yours before?
Do they have experience in both local and global markets?

An experienced company is more likely to have a proven process and a track record of success.

3. Do You Specialize in SEO for Specific Markets or Industries?

Some SEO companies specialize in certain industries like e-commerce, healthcare, or real estate. If they’ve worked with businesses in your industry before, they may already understand your audience and competition.

For example:

If you’re a local business, do they specialize in local SEO strategies like Google Business Profile optimization?
If you’re an online store, do they have experience optimizing e-commerce platforms like Shopify or WooCommerce?

Specialization can give you confidence that they know how to address your unique challenges.

4. What is Your Approach to SEO?

Every SEO company has its own strategy for improving rankings. Some focus heavily on technical optimization, while others prioritize content creation or link building. Ask them to walk you through their process step by step.

For example:

How do they plan to audit your website?
What will their first 90 days look like?
Do they focus on long-term growth or quick wins?

As you know, understanding their methods will help you determine if it aligns with your goals and expectations.

Asses Their Track Record

5. Can You Provide Case Studies or References?

To gain customers, a trustworthy SEO firm is willing to provide examples of previous projects to demonstrate to you how they have enhanced other businesses’ rankings and traffic over time.

So, you can ask for references from previous clients, then you can hear firsthand about their experience working with the company. Look for specific results like:

Increases in organic traffic
Higher search engine rankings for target keywords

Growth in leads or sales

If they hesitate to provide case studies or references, it could be a red flag.

6. What Success Stories Can You Share?

Further, ask about specific customers’ success the SEO company helps achieve.

For example:

Did they help a small business dominate local search results?
Did they assist an e-commerce store in doubling its revenue through organic traffic?

Success stories not only build trust but also give you a sense of what’s possible for your own business.

7. How Do You Measure Success in SEO?

Different companies define success differently. Some may focus on increasing traffic, while others prioritize conversions or revenue growth. Learn what metrics they use to measure success and ensure those metrics align with your business goals.

For example:

Do they track keyword rankings over time?
Will they monitor organic traffic growth using tools like Google Analytics?

How do they measure ROI from SEO campaigns?

Clear communication about goals and metrics will help set expectations from the start.

Evaluate Their Strategy

8. How Do You Conduct Keyword Research?

Keyword research is one of the most important aspects of SEO because it determines which search terms your website will target. So it’s a must to know their process for finding high-value keywords that match your audience’s intent.

For instance:

Do they analyze competitors’ keywords?
Will they focus on short-tail (broad) or long-tail (specific) keywords?

How do they balance search volume with competition level?

9. What Tools Do You Use for SEO?

The tools an SEO company uses can reveal how advanced and thorough their approach is. Common tools include:

Google Analytics (for tracking performance)

SEMrush or Ahrefs (for keyword research and competitor analysis)

Ask them why they use specific tools and how those tools will benefit your business.

Communication and Reporting

10. How Often Will We Communicate?

Regular communication ensures that you stay informed about progress and any challenges that arise during the campaign.

Know how they communicate with clients can keep you updated as clear communication builds trust and keeps everyone on the same page:

Weekly or monthly updates

Scheduled calls or meetings
Response times for emails or urgent issues

11. What Type of Reports Will You Provide?

Detailed reports allow you to track progress over time and see if the campaign is delivering results.

Ask them what information will be included in reports, such as:

Keyword ranking changes
Traffic growth

Backlink acquisition

Make sure reports are easy to understand so you can make informed decisions moving forward.

12. Who Will Be My Point of Contact?

Knowing who will handle your account ensures accountability and smooth communication throughout the partnership.

Ask if you’ll work directly with an account manager or a team member specializing in certain areas like content creation or technical optimization.

Transparency and Ethics

13. Are Your SEO Practices Ethical (White Hat)?

Ethical practices are critical because using shady tactics (known as “black hat” techniques) can lead to penalties from search engines like Google.

Will they comply with search engine guidelines and avoid risky practices such as:

Keyword stuffing
Buying backlinks
Cloaking content

A trustworthy company will focus on sustainable strategies rather than shortcuts.

14. Can You Explain Your Pricing Model?

Understanding how an SEO company charges for its services is essential to avoid surprises later. Some companies charge a flat monthly fee, while others may bill hourly or offer project-based pricing.

Prepare questions such as:

Are there any hidden fees?
What does the pricing include?
Will additional services, like content creation or technical fixes, cost extra?

Transparency in pricing helps you determine whether their services fit your budget and if the value they provide justifies the cost. A good SEO company will clearly explain what you’re paying for and how it benefits your business.

15. What Happens if I Terminate My Contract Early?

Before signing a contract, it’s important to understand the terms of cancellation. Some SEO companies lock clients into long-term contracts with penalties for early termination.

Ask about:

The minimum contract length
Any fees or conditions for ending the partnership early
Ownership of deliverables (e.g., content, backlinks, or reports)

You want to ensure that you retain ownership of any work completed during the partnership and avoid being tied to a company that doesn’t meet your expectations.

Customization and Flexibility

16. How Do You Customize Strategies for Different Clients?

Each business has its own distinct characteristics, thus making a universal SEO strategy unlikely to achieve the best outcomes.

It is better to find a SEO company that tailor its strategies based on factors like your industry, target audience, and business goals.

For instance:

Do they conduct a thorough audit of your website before creating a plan?
Will they research your competitors to identify opportunities?

How do they prioritize tasks based on your specific needs?

A customized strategy ensures that their efforts align with your objectives and deliver the best possible results for your business.

17. Can You Adapt to Changes in My Business Needs?

Your business may evolve over time, and your SEO strategy should evolve with it. Ask how flexible the company is when it comes to adjusting their approach based on changes in your goals or market conditions.

For example:

If you launch a new product or service, can they quickly optimize for relevant keywords?
If you expand into a new geographic area, can they implement local SEO strategies?

A flexible SEO partner will be able to pivot as needed to ensure continued success.

Long-term Vision

18. What is Your Long-term Strategy for My Business?

SEO is not a quick fix; it’s a long-term investment that requires consistent effort over time. Ask the company about their vision for your business beyond the first few months of the campaign.

For instance:

How do they plan to build sustainable organic traffic growth?
Will they focus on creating evergreen content that continues to drive traffic over time?
How will they help you stay ahead of competitors in the long run?

A clear long-term strategy shows that the company is committed to helping your business succeed over time, not just achieving short-term wins.

19. How Do You Stay Updated with SEO Trends?

The world of SEO is constantly changing as search engines update their algorithms and user behavior evolves. Learn how the company stays current with industry trends and best practices.

For example:

Do they attend SEO conferences or webinars?
Are they members of industry organizations like Moz or SEMrush?
How do they test new strategies before implementing them for clients?

An up-to-date SEO partner will be better equipped to adapt to changes and keep your website competitive in search rankings.

Technical Aspects

20. Do You Require Access to My Website’s Backend?

Some aspects of SEO, like technical fixes and on-page optimization, may require access to your website’s backend (e.g., WordPress dashboard or CMS). Ask them what level of access they need and why as you may not want them have your usernames and passwords.

For example:

Will they need admin access or just editor access?
How will they ensure security during this process?
Will they provide documentation of any changes made?

Clear communication about access ensures that both parties are comfortable with the arrangement.

21. How Will You Improve My Site’s Load Speed?

Site speed is a critical factor for both search engine rankings and user experience. A slow-loading website can drive visitors away and hurt your performance in search results.

Ask about specific techniques they use to improve load speed, such as:

Compressing images
Minimizing JavaScript and CSS files
Enabling browser caching

Additional Services

22. Do You Offer Other Digital Marketing Services?

While SEO is an important part of digital marketing, it often works best when combined with other strategies like social media marketing, pay-per-click (PPC) advertising, or email marketing.

Ask if the company offers additional services such as:

Content marketing (e.g., blog posts, videos)

Social media management
PPC campaign management

Having all these services under one roof can simplify your marketing efforts and ensure consistency across channels.

23. Can You Assist with Content Creation?

Content is at the heart of any successful SEO strategy because search engines prioritize high-quality, relevant content when ranking websites. Ask if they can help with:

Writing blog posts optimized for target keywords
Creating landing pages designed to convert visitors

Producing multimedia content like videos or infographics

Client Support

24. How Much Support Will I Receive Post-Implementation?

SEO isn’t a one-and-done process; it requires ongoing monitoring and adjustments to maintain results over time. Ask about:

Post-launch support for troubleshooting issues
Regular updates on performance metrics
Recommendations for continuous improvement

Ongoing support ensures that your investment in SEO continues to pay off long after initial optimizations are complete.

25. Are In-Person Meetings Possible if Needed?

Depending on your preferences, you may want occasional face-to-face meetings to discuss progress or address concerns. Ask if they’re open to:

Meeting in person if you’re local

Scheduling video calls if you’re remote

Building a strong working relationship often depends on clear communication and personal interaction.

Assessing Risks

26. What Risks Are Involved with Your Strategies?

Every SEO strategy comes with some level of risk, especially when dealing with algorithm updates or competitive markets. Ask them about potential risks such as:

Temporary drops in rankings during major updates
Challenges in acquiring high-quality backlinks
The possibility of targeting overly competitive keywords

Understanding these risks helps you set realistic expectations and prepare for potential challenges.

Final Considerations

27. Why Should I Choose Your Company Over Others?

This question gives the company an opportunity to highlight what makes them unique compared to competitors. Listen carefully for answers related to:

Their expertise in your industry

Their proven track record of success
Their commitment to transparency and ethical practices

A confident answer can help solidify your decision.

28. What Guarantees Do You Offer on Results?

Be cautious of companies that promise guaranteed results, as no one can control search engine algorithms completely. Instead, look for realistic commitments like:

Steady improvements in rankings over time
Increased traffic from targeted keywords

Better user engagement metrics

A trustworthy company will focus on achievable goals rather than making unrealistic promises.

29. How Do You Handle Negative Feedback or Poor Results?

No campaign is perfect, and setbacks can happen even with the best strategies in place. Ask how they handle situations where results don’t meet expectations: