Questions To Ask An SEO Agency | BrisTechTonic

Choosing the right SEO agency can transform your business, but choosing the wrong one can waste thousands of pounds and months of your time. These 10 questions will help you separate the genuine specialists from the cowboys.

Question 1: What is your SEO process from start to finish?

A legitimate agency should walk you through their entire process: an initial audit, keyword research, competitive analysis, strategy development, implementation, and ongoing monitoring. If they give vague answers or jump straight to tactics without mentioning strategy, that is a red flag.

Question 2: How do you conduct keyword research for my industry?

The agency should explain how they identify keywords that balance search volume with commercial intent, using multiple tools and understanding search intent. According to Google, 15% of daily search queries are completely new, meaning keyword research must be ongoing rather than a one-time activity.

Question 3: Can you show me case studies from businesses similar to mine?

Request specific examples from your industry or similar business models. They should show actual results, not just traffic increases but improvements in leads, sales, or other metrics that matter. Be wary of agencies that only show vanity metrics like 50% increase in traffic without context.

Question 4: What results can I expect and when?

Any agency promising overnight results should be avoided. Most legitimate agencies say significant improvements typically take 3 to 6 months, with ongoing gains over 12 to 18 months. Research by Ahrefs found only 5.7% of pages rank in Google's top 10 within one year of publication, highlighting why patience matters.

Question 5: What exactly is included in your monthly fee?

Get a detailed breakdown covering strategy development, content creation, technical optimisations, link building, reporting, and communication. Avoid agencies that are vague about deliverables or charge extra for everything.

Question 6: Do you offer different package options?

Reputable agencies typically offer multiple service levels. For context, quality SEO services in the UK typically start from around £300 per month for small businesses, with more comprehensive packages for larger organisations or competitive markets.

Question 7: How will you report on progress and results?

Ask about reporting frequency, what metrics they track, and how they present the information. Good agencies provide monthly reports that go beyond basic traffic data to show progress on rankings, conversions, and business-relevant KPIs.

Question 8: What tools do you use for SEO?

Agencies should mention established platforms like SEMrush, Ahrefs, Screaming Frog, Google Search Console, and Google Analytics. Be cautious of agencies that rely solely on free tools or cannot clearly explain their tech stack.

Question 9: Do you follow Google's guidelines?

The agency should confirm they follow Google's Webmaster Guidelines and focus on creating value for users rather than manipulating search engines. Ask specifically about their link-building methods: legitimate agencies build links through content marketing, digital PR, and relationship building rather than buying links or using private blog networks.

Question 10: What happens if my rankings drop?

Even with perfect SEO, rankings can fluctuate due to algorithm updates, increased competition, or technical issues. A professional agency will explain how they monitor for problems, respond to ranking drops, and adjust strategy based on performance data.

Look for agencies that provide detailed, honest answers rather than sales-focused responses. Red flags include guarantees of specific rankings, reluctance to share case studies, vague descriptions of their process, or pressure to sign immediately. Consider requesting an SEO audit as a starting point through our SEO packages. Remember that the cheapest option is rarely the best value.