Choosing an SEO agency is difficult when every proposal promises more visibility, more traffic and more customers. If you run a small business, you also need to know whether the work is worth the money and whether you can trust the person selling it.
You should not need to become an SEO expert to make a sensible decision. You do need clear answers about the work, the costs and what useful progress would look like.
My advice is to choose someone who can connect their recommendations to your business, explain their reasoning and be honest about what they cannot promise. Here is what I would look for.
Start with what your business actually needs
Before comparing SEO packages, write down the problem you want to solve. “More traffic” is a starting point, but it is rarely the whole answer.
A local tradesperson might need enquiries for a particular service within a manageable travelling distance. A specialist shop might need more profitable product sales. A consultant might want fewer unsuitable enquiries and more conversations with the right clients.
Those are different briefs. I would expect the proposed work to reflect that. Be ready to discuss your margins, capacity, service area, strongest services and what you can realistically spend.
For example, if you can only take on three more jobs a month, a plan built around attracting thousands of unrelated visitors misses the point. The useful question is how to reach people who need the work you want to do.
Find out what you are actually paying for
A proposal should make it possible to picture the work. “Ongoing optimisation” on its own tells you very little.
Ask for an outline of the initial priorities, what is included and who will carry them out. Does the fee cover making website changes, or just recommending them? Who writes and approves content? Will you need to pay your developer separately?
Ask to meet the person responsible for delivery. An agency using specialists or trusted freelancers can work well; what matters is that someone takes responsibility for quality and keeps you informed.
When comparing prices, put the scope beside the fee. Separate service fees from advertising spend, software, hosting and other costs. An hourly arrangement should explain the rate and available time; a fixed fee should explain the deliverables and limits.
A small budget is a reason to prioritise carefully. It is not a reason to promise everything.
Judge progress by its value to the business
Ask what the regular update will help you decide. I would want it to answer four questions: what was done, what changed, what is still uncertain and what should happen next.
Rankings and website visits can help explain progress, but they are not the same as customers. Agree how you will assess relevant enquiries, bookings or sales, alongside the search and website information available.
Imagine a report showing a large increase in visitors. Before celebrating, ask where they came from, whether they reached the right service pages and whether the quality of enquiries changed. Equally, a quieter month may still include useful technical repairs or groundwork. The explanation should connect the activity to the agreed plan.
Ask for a realistic forecast and a review point, rather than a fixed date for success. There should be a clear distinction between work that can be completed promptly and results that may take longer to assess. “SEO takes time” should not become an explanation for months of unexplained invoices.
Expect honest limits to measurement. A provider should distinguish evidence from an assumption and be willing to discuss disappointing results.
Warning signs to take seriously
Guaranteed rankings and claims of special access
A promise of first place on Google should make you cautious. Google explicitly warns against ranking guarantees and claims of a special relationship with its search team. Paying for Google Ads does not buy better organic rankings either. See Google’s guidance on hiring an SEO.
A provider can commit to agreed work, communication and review dates. Ask them to separate those commitments from outcomes they cannot control.
Bulk links and content sold mainly by volume
“Hundreds of backlinks” or “fifty articles a month” can sound impressive without telling you whether any of it will help a customer.
Ask where links will appear, why those websites are relevant and how content will use your knowledge. Who checks accuracy? Who approves claims made in your name?
Google’s spam policies cover buying links to manipulate rankings and producing large amounts of low-value content primarily to manipulate search. AI assistance is not automatically the problem; the purpose and value of the output matter. Properly labelled advertising and sponsorship links are a different matter from buying ranking credit. Read Google’s spam policies.
An audit designed to frighten you into buying
A long list of red warnings is not yet a business case. Ask the person presenting it to show you a specific example, explain its likely impact and say why it deserves attention before other work.
I would be cautious about pressure to sign immediately, particularly if the seller has not asked how the business works. A useful recommendation should still make sense once the sales call is over.
You can use my free website SEO health checklist to organise your own questions before speaking to a provider.
Reports and explanations you cannot use
If every question produces another acronym, ask for a plain-English answer: “What are you changing, and how should that help my customers find or choose me?”
You do not need every technical detail. You do need enough understanding to approve the work and decide whether to continue. I would also question a report that stays almost identical each month while the invoice keeps arriving.
AI search presented as a secret shortcut
GEO and AEO are terms used for work aimed at visibility in generative AI and answer-based search experiences. They can describe a worthwhile part of a wider search strategy, but the label alone does not explain the service.
Google says established SEO practices remain relevant to its generative AI search features and that special AI files or special schema are not required for inclusion. Its guidance on optimising for generative AI search is a useful check on sales claims. That guidance concerns Google; other platforms may work differently.
Ask which platforms the proposal covers, what will actually change and how progress will be assessed. Be wary of paying again for the same work under a new acronym.
Check ownership and the exit terms before starting
Your domain name, website and business accounts deserve attention before you sign anything. Check who controls them, what access you will have and what happens if the relationship ends.
Ask for written clarity on ownership of paid-for content and website work, any third-party licences, handover arrangements and ongoing charges. Keep access to your own accounts and use individual permissions for providers where available.
A contract is useful because it records responsibilities. A longer agreement is not automatically a warning sign, either: some projects need substantial planning or committed resources. The question is whether the terms are clear, proportionate and suitable for your business.
Check the minimum term, notice period, renewal arrangements and what happens if your budget changes. Do not assume that “monthly payment” means you can stop each month.
Look for relevant evidence, not just impressive logos
When you see a case study, ask what the provider personally delivered. A logo might represent a website project, training, advertising or SEO; it does not tell you which.
A useful example should give enough context to understand the starting situation, the work and the result. Consider whether the budget, business model and challenge resemble yours. A national retailer’s campaign may tell you little about what is achievable for a small local business.
Some work is confidential, so a provider may be unable to name every client. They should still be able to explain their role and approach without making claims they cannot support.
Agency or independent consultant?
An agency may suit a business that needs several specialists working at once, substantial delivery capacity or cover across a large account. An independent consultant may suit an owner who wants direct access to an experienced person and a flexible mix of practical help.
Neither model guarantees quality. Compare who will do the work, their relevant experience, how much useful work fits the budget and how easily you can get a clear answer.
My approach at First Search Digital brings the commercial thinking from 11 years in a corporate environment at American Express to the everyday needs of small businesses. I combine technical knowledge with clear explanations and practical delivery across search, advertising and websites.
At the beginning of each month, we agree a plan around your business needs, budget and available time. That may involve SEO, PPC, social advertising or website work as priorities change. I charge hourly and use rolling arrangements with no minimum term or notice period. If you need to reduce or pause future work, we can adjust.
I believe in honesty, transparency and integrity. I want clients to stay because the work is useful, and I only want to take on work where I believe I can help. You can read more about how we work together.
Questions to ask before you choose
- What would you prioritise for my business, and why?
- Who will do the work, and who can I speak to about it?
- What is included in the fee, and what will cost extra?
- What will you need from me to make progress?
- What evidence will we review, and when will we reassess the plan?
- Can you explain a relevant project and your part in it?
- Will I retain control of my accounts, website and paid-for work?
- What happens if I need to pause, reduce the budget or leave?
You do not need a perfect sales pitch. You need answers that make sense for your business, a plan you can afford and someone you can hold accountable.
If you would like to discuss SEO and local search support, email [email protected] with your website and what you want to improve.
