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How To Pick An SEO Company In 2025: 17 Tips

Originally posted on May 6, 2025
Last updated on May 6, 2025
Written by Jack Hahn

Choosing a reliable SEO company can make or break your digital marketing efforts.

It’ll boost your online visibility, bring in more organic traffic, and help your business grow sustainably, without relying on shortcuts.

This guide walks you through how to pick an SEO company capable of helping you meet your goals.

You’ll learn:

  • What separates reputable SEO companies from the rest
  • What to ask during your search
  • And how to spot red flags before you sign a contract

Whether you’re a local or national brand, the criteria are the same. Let’s dive in.

1. Clearly Understand Your SEO Goals

Before you even Google “top SEO companies,” clearly define what success looks like for your business.

Your SEO strategy should always tie directly into measurable outcomes like these.

  • Increasing organic traffic from local SEO by 30% within six months.
  • Becoming the go-to authority for an important topic in your industry by consistently publishing high-ranking content.
  • Getting a specific page to rank at the top of Google for a critical keyword.

Having specific, measurable goals makes it easy to choose an SEO company with offerings that align with the outcomes you’re looking for.

2. Find Agencies That Do Their Own SEO Really Well

A top SEO company should be able to rank its own site for keywords related to what they do. You want a partner who understands the nuances of search engine optimization well enough to get results for themselves.

After all, if they can’t get results for their own business, why would you trust them with yours?

As you research the companies you want to work with, check the search results for industry-related and local keywords (if applicable) to see if they show up.

The right SEO agency will have a proven track record that shows what they can achieve.

Agencies that dominate their own local SERPs have the technical SEO and content skills to do the same for you.

3. Look For Proven Results In Your Industry Or Location

The best SEO companies show their success. Not just talk about it. Ask the agency about SEO case studies that demonstrate improvement in search engine rankings or local map visibility.

A reliable SEO agency can walk you through their SEO campaigns and explain what each business needed, what strategies they executed, and how they made a difference.

Did they boost organic traffic by 60%? Improve local rankings in under six months? You’re looking for details that show an agency is capable of getting real results.

4. Check For Free SEO Audits

Free SEO audits are valuable when choosing an SEO company. A good agency isn’t afraid to show you what’s wrong with your site (or how they’d fix it).

A quality audit goes beyond surface-level keyword checks. It identifies crawl issues, assesses on-page SEO elements, flags technical problems, and points out gaps in your SEO strategy.

Agencies might highlight issues with your metadata, site architecture, or page speed, which all affect how search engines rank your pages.

Some agencies use tools like Ahrefs, Screaming Frog, or Google Search Console to gather detailed insights, then consolidate them into a simple summary. The length of the summary isn’t super important. What matters is whether they can clearly explain their process.

Instead of judging by the length of the report, ask how they performed the audit. If they can walk you through their tools, data points, and recommendations in detail, that’s a sign they take your site seriously.

A speech bubble that says "SEO audit" with arrows pointing at different parts of the audit (error identification, search engines, website, etc).

5. Review Their Website

Here’s a quick gut check: Does the agency’s website look like it belongs to a company offering modern SEO services?

If it loads slowly, has broken links, or looks outdated, that’s a sign they’re not walking the walk. Because beyond the content itself, SEO is about how that content lives on the page.

A clean, well-structured website shows they understand on-page SEO, user experience, and the technical details that help a site perform well in search engine results.

You should also look at how they position themselves.:

  • Are they clear about their SEO strategies?
  • Do they mention technical SEO, keyword research, or ethical SEO practices?
  • Do they have blog content that educates instead of sells?

All of that reflects their skill as an SEO service provider.

6. Ask For Case Studies (Not Just Testimonials)

Five-star reviews are great, but they don’t show you the work behind the results.

Before you even schedule a call with an agency, check their website to see if they’ve published any case studies.

Case studies show how the agency helped a client increase organic traffic, boost local visibility, or climb the search engine rankings for important keywords.

A good case study outlines the problem, the strategy they implemented, and the results they achieved over time.

But if you don’t see any case studies online, don’t write the agency off immediately. Many reputable agencies have client success stories they haven’t published but are happy to walk you through once you’re in the room.

If the rest of their site looks strong and you’re still interested, go ahead and schedule a call. Then, ask for case studies during your meeting.

Look for agencies that can speak confidently about their link-building strategy, how they structured content, or how they adapted to evolving search engine algorithms.

7. Evaluate Their Technical SEO Capabilities

Content matters, but if your site’s foundation is a mess, no amount of blog posts will get you results.

That’s where technical SEO comes in.

It’s not glamorous, but it’s critical. A good SEO company will proactively identify indexing issues, know how to fix them at the root, and help you prioritize technical work based on impact.

Ask if they perform comprehensive audits using tools like Screaming Frog, Sitebulb, or Ahrefs Site Audit.

Do they walk you through which pages are indexed, which aren’t, and why that matters? Do they run your site through tools like PageSpeed Insights or Core Web Vitals and explain how performance affects your ability to rank?

More importantly, can they clearly connect backend fixes—like crawl budget optimization, redirect management, or internal linking structures—to long-term ranking improvements?

If an agency can’t explain how their technical recommendations impact visibility, they’re not experts. They’re guessing.

8. Review Reporting Style And Frequency

One of the biggest red flags in this industry is the vague promise of “more exposure” with no data to back it up.

What matters is whether your SEO agency tracks real, verifiable results and shows how those results tie back to your SEO goals.

Ask to see:

  • Monthly or biweekly reports that include keyword rankings, organic traffic changes, and page-level performance
  • Clear comparisons over time (month-over-month or year-over-year)
  • An explanation of what’s working and what’s being adjusted based on the data

And critically, don’t confuse SEO with sales.

SEO drives traffic. Conversions come next, usually through better UX, copywriting, and offers.

A good agency knows that SEO’s job is to increase visibility and qualified traffic first. That’s the foundation conversions are built on.

You want reporting that’s honest about that process—and transparent about where you stand. If the agency can’t explain what changed since last month or why, that’s a problem.

Real results are measurable. “Trust me, bro” style check-ins aren’t proof of results.

An SEO provider runs their client through results in Google Analytics.

9. Understand Their SEO Strategy

When evaluating an SEO agency’s strategy, ask about their approach to the three pillars of SEO:

  • On-Page SEO: Do they address duplicate content, missing or duplicate title tags, and meta descriptions? Are they optimizing header tags (H1s) appropriately?
  • Technical SEO: Do they identify and fix crawl errors, broken internal links, and issues with site speed? Do they account for mobile keyword optimization?
  • Off-Page SEO: How do they approach backlinks? Are they focusing on acquiring high-quality, relevant backlinks or buying questionable link services?

Also, find out if they tailor their strategies to your specific industry and target audience.

A reliable SEO partner identifies these issues and prioritizes them by impact, providing a roadmap for implementation that aligns with your business needs.

10. Ask About Customization

SEO isn’t one-size-fits-all, and any agency offering pre-packaged solutions without asking about your goals is probably phoning it in.

Your business has unique needs, a specific audience, and real competitors. A good agency will tailor its approach through custom keyword research, competitive analysis, and channel prioritization based on what will actually help you progress.

But customization is also about execution. Ask what kind of content they’ll be producing.

Look for agencies that focus on optimizing blogs and landing pages.

If their entire approach revolves around on-page blog content, that’s a red flag—especially if your goal is conversions and your landing pages aren’t ranking for any high-intent keywords.

11. Evaluate The Team

It’s always worth asking about who you will be working with to make sure they have the experience to get you results.

Some agencies assign account managers who act as go-betweens. That’s fine in theory, but if you’re not allowed to speak directly with the writers, strategists, or developers doing the work, it could be a red flag.

It suggests the agency doesn’t fully trust its team to represent the brand. Or worse, that they’re outsourcing everything and don’t want you to know.

Ask questions like:

  • Will I be able to communicate directly with the people working on my site?
  • Who’s responsible for writing content, managing links, or fixing technical issues?
  • Can I meet the strategist or SEO lead on a kickoff call?

The best SEO companies are transparent about their team structure.

An agency that provides direct access to the team shortens feedback loops, builds accountability, and helps make sure your vision doesn’t get lost in translation.

12. Check Communication Style & Cultural Fit

Some SEO agencies are brilliant, but hard to communicate with. Others may be friendly and easy to talk to, but disorganized. You want a team that offers both clarity and chemistry.

Ask how often you’ll meet, what channels they use (Slack, email, calls), and how they track feedback.

The right SEO company should feel like an extension of your team. They should understand your industry, share your values, and respond quickly when something changes.

A business owner talks with an SEO team on the phone to learn how an SEO company works and communicates.

13. Look For Pricing Without Pitfalls

This might sting, but it’s true: cheap SEO is rarely good SEO.

And while high prices don’t always mean high quality, you do need clarity on what you’re paying for.

Ask how their pricing is structured. Is it hourly, retainer-based, or project-based?

What’s included—and what’s not?

This is where a lot of business owners get burned. If you don’t know where an agency’s services stop, you may find yourself stuck when you need help outside the narrow scope of “on-page SEO.”

Maybe they don’t touch technical fixes.

Maybe they don’t handle site migrations.

Maybe they only write blog posts and nothing else.

A reputable SEO company will be upfront about costs and flexible with scope for reasonable requests.

Be wary of hidden fees, vague packages, or “unlimited SEO” promises.

While “unlimited” sounds generous, it often leads to scattershot requests and diluted strategy. SEO requires focus. Too many shifting priorities can undermine the long-term SEO efforts that get results.

14. Transparency In Deliverables

Before you sign anything, you should know exactly what you’re going to get. Ask for a clear, itemized breakdown of what’s actually being done each month.

A trustworthy SEO provider will give you a detailed scope of work that outlines:

  • The specific tasks they’ll handle (like content updates, technical fixes, or link outreach)
  • How often do those tasks happen
  • How progress will be reported

Ask for a sample deliverables list. You should see concrete items like:

  • 2 blog posts per month, optimized for specific keywords
  • 1 technical audit with prioritized fixes
  • Ongoing link-building outreach (with target quality key performance indicators)
  • On-page SEO updates for 3–5 key pages
  • Monthly keyword tracking and performance summary

If an agency says, “We’ll improve your SEO,” but avoids listing deliverables altogether, that’s a red flag.

The best SEO firms back up their promises with a clear roadmap and timelines.

Every activity should tie back to measurable SEO metrics, so you can track how your digital presence is improving month over month.

15. Watch Out For Red Flags

Not all SEO companies play by the rules.

Some promise fast results, guaranteed rankings, or “secret techniques” that aren’t so secret—they’re just risky.

These are often signs of black hat SEO practices that can get your site penalized.

Other red flags:

  • Guaranteed rankings: No one can promise page-one results, especially not with Google’s algorithm constantly changing. Real agencies talk about traffic and visibility, not guarantees.
  • Vague strategy explanations: If all they say is “we’ll improve your exposure,” ask how. If they can’t explain their SEO strategy clearly, they probably don’t have one.
  • Suspicious backlink offers: Offers like “10,000 backlinks for $199” almost always mean spam. Low-quality links can get your site penalized and ruin your domain authority.
  • One-size-fits-all SEO plans: Your SEO strategy should reflect your industry, business goals, and current site health. If every client gets the same package, that’s not a strategy, it’s laziness.
  • No access to the team: If the agency won’t tell you who’s doing the work or let you speak to anyone beyond a project manager, they might be outsourcing everything with zero oversight.

16. Ask Questions Before You Sign A Contract

Before you commit to anything, ask the questions that reveal how an agency actually works.

  • How do you approach keyword research and content planning?
  • How do you stay on top of algorithm updates?
  • How do you build links — and what does a “quality link” mean to you?
  • Who’s actually working on my account?
  • What happens if your strategy doesn’t get results?

The answers will tell you a lot. A good agency will be transparent, confident, and honest about how it works.

A business owner discusses a contract before signing up to grow his business online with SEO.

17. Look For Clues About What SEO Agencies Do Behind The Scenes

Many SEO firms won’t remember tell you everything about how they run an SEO campaign up front, so make sure you’re clear when asking about the following:

  • Are they doing the work in-house or outsourcing it to a third-party team overseas?
  • Are they relying heavily on AI tools or auto-generated audits?
  • Are the numbers in their reports actually tied to meaningful search traffic, or just inflated with irrelevant keywords?

Transparency should be non-negotiable. If they’re vague or defensive, that’s your answer.

The right agency will be open about their process, their people, and where your SEO budget is actually going.

Trust + Proof = The Right SEO Partner

Choosing the right SEO company means finding a team that understands your goals, communicates clearly, and delivers real, measurable results.

At ClearBrand, we execute SEO strategies that check every box we just walked through:

  • Transparent strategies tied to your business objectives
  • Custom SEO plans built around your industry and goals
  • Full-stack execution—from technical audits to content, link building, and reporting
  • A real team (not freelancers you’ll never meet) doing real work on your behalf

We treat your website like it’s our own, and your growth like it’s our responsibility.

If you’re ready to work with a team that backs up every promise with data and gives you complete visibility into what you’re paying for, get in touch with us today to discuss your SEO goals.

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Frequently Asked Questions

What’s The Difference Between An SEO Firm And A Digital Marketing Agency?

An SEO firm focuses specifically on improving your search engine marketing. A full-service digital marketing agency may execute SEO strategies along with paid ads, branding, and social media efforts.

How Can I Tell If I’ve Found The Best SEO Company For My Business?

The best SEO company for you is one that aligns with your goals, communicates clearly, shows real results, and practices ethical, long-term strategies.

Does A Google Premier Partner Badge Matter When Hiring An SEO Agency?

A Google Premier Partner badge shows that the agency is certified in Google Ads, not SEO specifically.

How Do I Know If An Agency Follows Ethical SEO Practices?

An ethical SEO agency will be transparent about its process and focused on long-term growth. If they aren’t, look elsewhere.

What Is Off-Page SEO, And Why Does It Matter?

Off-page SEO refers to everything that happens outside your website to improve its reputation, like backlinks, digital PR, and brand mentions. Meeting off-page search engine guidelines helps Google trust your site, which improves search rankings over time.

How Do I Know If My SEO Strategy Remains Effective?

Good agencies update you on performance regularly. They adjust SEO tactics to stay ahead of the curve because what led to business growth for one client last year may not work for you this year.

Can SEO Help Small And Medium-Sized Businesses Grow Online?

Absolutely. For small and medium-sized businesses, SEO is one of the most cost-effective ways to increase traffic and attract qualified leads.

Should I Expect My SEO Agency To Follow The Latest SEO Trends?

Yes. The latest SEO trends give your business a competitive edge. Your agency should be actively learning to keep your site performing well on the search engine results pages.

What Does SEO Success Look Like?

SEO success means sustained traffic growth and increased revenue. The results might take time, but a reputable agency will generate compounding returns for your business long-term. These may be higher rankings in local search results, boosted conversions from landing pages, or better rankings for a specific keyword.

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