16 Questions to Help You Choose an SEO Company

Feeling overwhelmed by the sea of SEO companies out there?  You’re not alone! Choosing the right partner is crucial for achieving your online marketing goals. 

In this blog, I’ll walk you through 16 essential questions to ask any SEO company, ensuring they not only understand your needs but also possess the expertise to deliver real results.  

1. What’s Your Overall SEO Strategy?

A good SEO company should outline a comprehensive approach that tackles various aspects of search engine optimization. Here’s what to aim for:

• Understanding User Intent: They should explain how they research what users are searching for and tailor your website’s content to answer those needs.
• Keyword Research: They should discuss identifying relevant keywords with high search volume and low competition that resonate with your target audience.
• On-Page Optimization: This involves optimizing your website’s content and structure for search engines. The SEO agency should mention optimizing titles, descriptions, headers (H1, H2, etc.), and ensuring your website content is informative and engaging.
• Technical SEO: This ensures your website is crawlable and indexable by search engines. They may mention checking for broken links, site speed optimization, and mobile-friendliness.
• Content Creation: A strong SEO strategy involves creating high-quality, informative content that attracts and retains visitors.
• Link Building: Earning backlinks from reputable websites is a crucial ranking factor. The agency should explain their strategies for acquiring high-quality links.

2. Can You Share Some Relevant Case Studies? 

Look for case studies that showcase success in your industry. Ideally, they should demonstrate improvements in website traffic, keyword rankings, leads generated, or sales (depending on your goals). 

Don’t hesitate to ask for specific details about the challenges faced and the strategies implemented to achieve the results.

3. How Do YOu Adapt Your Strategies to Different Industries?

A well-versed SEO agency tailors its approach to each industry. Here’s why:

• Industry-Specific Keywords: The search intent and relevant keywords will vary depending on your industry. For example, someone searching for “legal services” might have different needs than someone searching for “landscaping services.”
• Content Optimization: The type of content that resonates with your target audience will differ by industry.
• Performance Metrics: Success metrics will also vary. An e-commerce store might prioritize sales conversions, while a lead generation company might focus on form submissions.

4. What SEO Tools Do You Use?

While specific names aren’t the most important factor, some industry-standard SEO tools you might hear about include:

• Keyword Research: SEMrush, Ahrefs, Moz
• Backlink Analysis: Ahrefs, Majestic
• Rank Tracking: SEMrush, Moz, Google Search Console
• Technical SEO Auditing: Screaming Frog, DeepCrawl
• Website Analytics: Google Analytics

5. How Do You Measure the Success of an SEO Campaign?

A good SEO company focuses on metrics that align with your business goals. Here are some examples:

• Website Traffic: Increased website traffic indicates your website is becoming more visible in search results.
• Keyword Rankings: Improved rankings for your target keywords show you’re competing effectively in search.
• Lead Generation: More qualified leads indicate your website is attracting potential customers.
• Ecommerce Sales: Increased online sales demonstrate the effectiveness of SEO in driving conversions.
• Brand Awareness: Improved brand awareness metrics (like social media mentions) can also be a sign of a successful SEO campaign.

6. What Are Some Common SEO Challenges You Face?

Being aware of potential roadblocks can help you choose an SEO company prepared to tackle them. Here are some common challenges:

• Content Creation: Getting fresh, high-quality content published on your website consistently can be a hurdle.
• Securing Backlinks: Building backlinks from high-authority websites takes time and effort, especially in competitive industries.
• Technical SEO Issues: Large websites can have complex technical SEO issues that require expertise to identify and resolve.
• Internal Collaboration: Sometimes, internal buy-in and collaboration within your company are needed to implement SEO recommendations effectively.

7. How Do You Report on Progress?

Transparency is key in any successful partnership. Here’s what to expect from an SEO company’s reporting:

• Frequency: Reporting cadence can vary depending on the agency, but monthly reports are a good baseline. Some might offer weekly or bi-weekly check-in calls for a more hands-on approach.
• Content: Reports should provide clear and actionable insights. Look for details on keyword rankings, website traffic, backlink profiles, conversions and accessibility. Ideally, the SEO company should provide you with access to a live dashboard where you can track key metrics in real-time.

8. What’s Your Process for Keyword Research and Selection?

Keyword research is the foundation of any successful SEO strategy. Here’s what a comprehensive keyword research process should entail:

• Understanding Your Business: The SEO company should start by delving into your business goals and target audience. This helps them identify relevant keywords with high search volume.
• Competitor Analysis: They should analyze your competitors’ keyword strategies to identify opportunities and understand the competitive landscape.
• Keyword Research Tools: Utilizing industry-standard tools like SEMrush or Ahrefs allows them to discover a vast pool of relevant keywords.
• Search Intent Analysis: It’s crucial to go beyond just search volume and understand the intent behind each keyword. Are users looking for information, trying to compare products, or ready to make a purchase?
• “Keyword Universe” Creation: A good SEO agency might create a comprehensive “keyword universe” that encompasses not just your primary keywords, but also long-tail variations and related searches users might be conducting.
• Prioritization and Selection: Based on the research, they should prioritize keywords with high search volume, low competition, and strong alignment with your business goals.

9. What Business Models Do You Specialize In?

Different business models require different SEO strategies. Here are some examples:

• Ecommerce SEO: Focuses on optimizing product pages, category pages, and user experience to drive online sales.
• Local SEO: Targets local searches for businesses with a physical location, optimizing Google My Business listings and local citations.
• Lead Generation SEO: Attracts potential customers through targeted content and landing pages to generate qualified leads.
• Publishing SEO: Increases website traffic and brand awareness for websites that rely on content marketing.

10. How Do You Handle Google Algorithm Updates?

Google’s algorithm is constantly evolving. A well-informed SEO company will:

• Stay Up-to-Date: They should actively monitor industry trends and algorithm updates to ensure their strategies remain effective.
• Proactive Approach: The focus should be on long-term SEO best practices, not chasing temporary tactics that could backfire with future updates.
• Data-Driven Analysis: They should analyze website performance and identify areas for improvement based on data insights, not just reacting to Google updates.

11. Can You Ensure Your Techniques Are Compliant With Google’s Guidelines?

Google penalizes websites that engage in black hat SEO tactics like keyword stuffing or buying backlinks.

The SEO company should emphasize white hat SEO techniques that adhere to Google’s webmaster guidelines. This includes creating high-quality content, earning backlinks organically, and focusing on user experience. They should also be transparent about their link-building strategies and avoid any practices that could be deemed spammy or manipulative.

12. What’s Your Process For Link Building?

An SEO company should have a diverse link-building strategy tailored to your website and industry. They might use tactics like:

• Unlinked Mention Reclamation: Identifying websites that mention your brand but haven’t linked back, and reaching out to request a link.
• Content Marketing: Creating high-quality, informative content that other websites naturally want to link to.
• Guest Posting: Contributing guest articles to relevant websites with good domain authority, earning backlinks and expanding your reach.
• Press Outreach: Pitching newsworthy stories to journalists and publications in your niche, potentially securing backlinks in major publications.

13. How Integrated Are Your SEO Tactics With Other Marketing Channels?

SEO shouldn’t exist in a silo. A truly forward-thinking SEO company will understand how SEO works alongside other marketing channels like social media marketing, email marketing, and paid advertising. 

They should be able to demonstrate how their SEO strategy will complement your existing marketing efforts and drive a holistic online presence.

14. What Kind of SEO Training and Support Do You Provide For Your Clients?

Look for an SEO company that offers ongoing education and support to help you understand SEO best practices and how to maintain a healthy website. This might include tutorials, workshops, or access to an SEO resource library. 

An important aspect of support is clear communication. Ensure you’ll have a dedicated point of contact within the agency who understands your business and can answer your questions promptly.

15. How Integrated is Your SEO Strategy With Your Other Social Media Marketing Channels

An SEO company that understands the power of integration will explain how their SEO strategy works alongside your social media marketing efforts. They might discuss:

• Content promotion: Sharing high-quality website content on social media platforms to drive traffic back to your website and improve search engine visibility.
• Social signals: While not a direct ranking factor, social media engagement (likes, shares) can influence brand perception, which can indirectly impact SEO.
• Building brand awareness: A strong social media presence can increase brand awareness, potentially leading to more branded searches and website traffic.

16. Who Is Your Main Point of Contact?

A reputable SEO company understands the importance of clear communication. They should be upfront about who your main point of contact will be and ensure this person is knowledgeable about your project. 

Level Up Your Online Presence

Armed with these 16 questions, you’re no longer lost at sea in the world of SEO companies. You can now confidently find a partner who gets your business and has the chops to make your website shine.

Remember, you want an SEO pro who’s your teammate, not just someone throwing out jargon. Choose wisely, and watch your online presence go to the next level in no time.