Expert’s Advice: How To Choose An SEO Agency (In 2024)

Everybody can claim they’re an expert in SEO.

You’re likely here because you are:

• Looking for an SEO agency
• But there are so many options out there
• You don’t even know who to pick…

We’ll teach you how to choose the right people.

The Key: Understand Yourself

Imagine rushing to catch a flight, only to land in the wrong Beverly Hills! Choosing an SEO agency is similar.

Each agency can boost your website ranking, but to the right destination?

Here’s how to pick the right “plane”:

1. Know Your Destination:

• What are your business goals? More website traffic? Higher ranking for specific keywords? Increased sales?
• These goals determine the “plane” (SEO strategy) you need. Think content marketing, voice SEO, or link building.

2. Choose the Right Pilot:

• Not all SEO agencies are the same. Some specialize in specific strategies or industries.
• Research agencies and understand their expertise. Ask for case studies and results similar to your goals.

3. Set Clear Expectations:

• Do you want to rank your entire website or just specific keywords?
• How much traffic or sales increase are you aiming for?
• Communicating your desired outcomes helps the agency choose the right tactics.

There’s no one-size-fits-all SEO solution.

By understanding your goals and researching agencies, you can find the perfect “pilot” to navigate your website to the right online destination.

Positive Indicators: 4 Must-Have Qualities

Below is out list of the 4 must-have qualities for a great, performant SEO agency that works properly.

This’ll help you wipe thousands of agencies off the list.

1. They’ve got a Plan

Anyone with a computer can claim they’re an expert, but how do you know they’re legit?

Their process is clear — they know what to do.

Here’s the key:

1.1. Check their track record:

• Do a Google search: If they’re good at SEO, they should rank well themselves! Look for them on the first page of results.
• Browse their website: See if they share case studies or results similar to your goals. Do they seem experienced and knowledgeable?

1.2. Beware of empty promises:

• Don’t fall for agencies making wild claims they can’t back up. 
• Ask for specific examples and proof of their expertise.

1.3. SEO takes time and effort:

• There’s no magic bullet for instant results. 
• Choose an agency with a clear and defined process for achieving your goals over time.

By checking their track record and avoiding empty promises, you can find an SEO agency that actually delivers what they say they can.

2. Genuine Portfolios

Checking out an agency’s portfolio is a no-brainer to gauge their work quality. It’s like their highlight reel – if they’re showcasing it, they’re confident in their work and the success stories they’ve created.

Diving into their portfolio also gives you the scoop on whether they’re a fit for you.

Peek at their client list, see if your niche aligns, and figure out if you see yourself getting the kind of outcomes they deliver.

3. Testimonials

We can’t express how important genuine reviews are.

• SEO companies love showing off their wins, and who can blame them? It’s tough work crafting top-notch SEO strategies…
• Leading the charge on their rollout, and steering teams towards smashing goals.

When they nail it, their clients usually shout their praises through testimonials, happy with the bang they got for their buck.

Spotting an agency with genuine client kudos? That’s a good sign.

But if you’re the type to dig deeper, hunt down their past projects and case studies to really get a feel for their work quality and victories.

4. Big Teams

Don’t trust SEO promises without the people to back them up!

This doesn’t mean that one-man agencies don’t work. For instance, look at DesignJoy, a one-man design agency only with great reviews.

Your selected agency must check a few boxes.

4.1. Big promises?

Be cautious. 

They might outsource your work to freelancers, leading to communication issues and potentially poor results.

4.2. Meet the team

Look for agencies that showcase their team: 

• Strategists
• Managers
• Specialists in different areas like content, tech, and link building.

This shows they have the people power to deliver.

4.3. Strength in numbers

A dedicated team ensures smooth communication, clear ownership, and a higher chance of success.

Negative Indicators: Avoid These

When picking an SEO agency, keep an eye out for warning signs. Teaming up with the wrong crew can mean wasted cash and time.

Spotting these trouble signs early is key.

So, what are the issues to watch for in a top-notch SEO agency?

1. Vague strategies

Vague strategies are a major red flag because SEO relies heavily on transparency and trust.

• Knowing the specific tactics allows you to understand how changes will impact your site.
• Without this, you’re in the dark about what’s being done in your name.

The SEO world has its fair share of “black hat” techniques that can do more harm than good, leading to penalties from search engines. Clear strategies ensure that only ethical, “white hat” SEO practices are used.

2. Guaranteed results

A big no-no is promises of guaranteed results.

Real SEO is a marathon, not a sprint, and no legit agency would promise instant wins.

• They’re all playing by Google’s rules, which can change at the drop of a hat.
• Just one tweak in the algorithm can shake up the rankings big time.

So, no one can promise sure-shot rankings.

3. Where are the reviews?

Reviews and testimonials offer insights into an agency’s performance and client satisfaction.

Find the most honest Agency Reviews right here.

A lack of reviews could be concerning, and here’s why:

1. No Track Record: Reviews help demonstrate an agency’s experience and success with previous clients. Without them, it’s hard to gauge their effectiveness.
2. New in the Business: It could mean the agency is new and hasn’t built a client base yet. While everyone starts somewhere, an inexperienced agency might not deliver the results of a seasoned one.
3. Lack of Transparency: Reviews often provide a glimpse into the agency’s working style, communication, and reliability. No reviews mean less transparency about what it’s like to work with them.

It’s wise to approach an agency with no reviews cautiously, conduct thorough due diligence, and perhaps start with a smaller commitment to assess their capabilities firsthand.

4. Price = Too good to be true

When an SEO agency offers a price that seems too good to be true, it often is. Here’s why suspiciously low pricing can be a red flag:

1. Quality of Work: You get what you pay for. Extremely low prices might mean the agency cuts corners, uses outdated or unethical strategies, which could harm your site in the long run.
2. Scope of Services: A rock-bottom price could indicate a very basic, one-size-fits-all approach that doesn’t take your specific needs or goals into account.
3. Outsourcing: The agency might outsource work to low-cost providers, potentially leading to subpar results and communication issues.

While everyone loves a good deal, abnormally low prices in SEO could cost you more in the end through poor results or even penalties from search engines.

If you were hurt, you’d want to go to the best doctor, right? Follow the same approach for your SEO agency.

Choose the best, and don’t cheap out on this if SEO is important to you.

How to work with the SEO Agency

Found and hired a great agency? Good stuff, now let’s see how to properly work with them.

1. Get your team ready

1.1. Explain them why

• Share with your team why SEO is important for your business. Explain how it helps you reach more customers, increase website traffic, and ultimately boost sales.
• Discuss the impact of hiring an SEO agency. Talk about how their expertise can complement your team’s efforts and accelerate your SEO goals.

1.2. Assign the best people

• Select team members who will work directly with the agency. These “champions” will bridge the communication gap between your company and the agency. Look for individuals with good communication skills, understanding of your business goals, and willingness to learn about SEO.

1.3. Align everyone

• Ensure everyone understands your company culture, goals for working with the agency, expectations, and timeline. Share this information clearly and keep everyone updated on progress.

2. Communication channels

Agree on how often you’ll communicate, preferred methods (email, calls, meetings), and who your main point of contact will be on both sides.

Share website analytics, target keywords, competitor research, and any relevant brand guidelines with the agency.

Don’t be afraid to provide feedback on their proposed strategies or ask questions about their work. Open communication is crucial for a successful partnership.

3. Track progress

Regularly review the agency’s reports to understand their efforts and the impact on your website’s performance.

• Understand the report format: Ask your agency to explain the structure and key metrics used in their reports. This will help you interpret the data effectively.
• Set clear goals and KPIs: Establish specific, measurable, achievable, relevant, and time-bound (SMART) goals for your SEO campaign. Align these goals with the KPIs (Key Performance Indicators) tracked in the reports (e.g., organic traffic, keyword rankings, conversion rates).
• Benchmark your current performance: Before analyzing the agency’s work, understand your website’s baseline performance using relevant metrics. This helps assess the impact of their efforts objectively.

Ask clarifying questions if needed.

4. Realistic timelines and budgets

Discuss the expected timeframe and costs upfront to avoid surprises.

4.1. Before the contract

• Define your goals: What do you want to achieve with SEO? Increased traffic, higher rankings, or specific conversions? Clear goals help the agency estimate effort and costs.
• Transparency is key: Share website analytics, industry competitiveness, and your desired pace of progress.
• Discuss realistic possibilities: Don’t expect overnight success. SEO is a long-term game with gradual, sustainable progress.
• Understand agency pricing models: Hourly rates, project-based fees, or retainer models each have pros and cons. Choose what aligns with your needs and budget.

4.2. Negotiating the terms

• Break down the SEO strategy: Discuss the different aspects of SEO the agency will address (on-page optimization, content creation, link building, etc.).
• Estimate timeframes for each activity: Agencies can provide time ranges based on experience and industry benchmarks. Remember, estimates can change based on specific findings.
• Factor in ongoing maintenance: SEO is not a one-time effort. Discuss the cost of ongoing monitoring, adjustments, and reporting.
• Be flexible and collaborative: Discuss your budget openly and work with the agency to find a solution that fits your needs and their expertise.

Editor’s Picks: 3 Best SEO Agencies

We’ve picked out a bunch of companies we think are the cream of the crop.

Here’s our lineup of the top five SEO firms, chosen for their standout skills in handling specific types of projects.

1. The SEO Works

Pros:

• Increased website traffic and conversions
• Effective project management and communication
• Notable increase in SERPs and incoming leads
• Responsive to issues during the website development and re-branding process
• Expertise in SEO, PPC, digital PR, paid social, and web development

Cons:

• Reports might be overly detailed for some clients
• Initial fast pace can sometimes slow down, requiring discussions to pick back up
• Challenges with content and editing during website development stages

Services:

• SEO (Search Engine Optimization)
• PPC (Pay-Per-Click)
• Digital PR
• Paid Social Media Marketing
• Website Development and Design

2. SmartSites

Pros:

• Full-service agency: Offers website design, SEO, PPC, and other digital marketing services, eliminating the need for multiple vendors.
• Experienced team: Backed by a team of over 365 employees with expertise in various marketing fields.
• Awards and recognition: Received industry awards and certifications, suggesting a track record of success.
• Dedicated account management: Each client receives a dedicated account manager for personalized service.

Cons:

• Cost: Can be more expensive than individual freelancers or smaller agencies.
• Limited customization: While they offer templates, design options might be less personalized compared to custom website builders.
• Long-term contracts: Typically requires signing a contract for ongoing services, which might not be ideal for short-term projects.
• Lack of in-house development: Relies on third-party platforms for website development, potentially limiting flexibility.

Services:

• Website Design: Creates professional and mobile-friendly websites with various industry-specific templates.
• SEO: Implements strategies to improve organic search ranking and drive website traffic.
• PPC (Pay-Per-Click): Manages ad campaigns across platforms like Google Ads to attract targeted visitors.
• Ecommerce: Builds and manages online stores with shopping cart functionalities and marketing integrations.
• Content Marketing: Creates engaging content (blogs, articles, etc.) to attract and retain customers.

3. Victorious

Pros:

• Focus on new websites: Specializes in helping new websites gain traction and visibility, offering targeted strategies.
• Affordable pricing: Compared to other full-service agencies, Victorious tends to have more competitive prices for packages.
• Transparent and data-driven approach: Provides clear reporting and uses data to inform strategy adjustments.
• Positive client reviews: Generally receives good feedback from clients in

Cons:

• Limited service range: Primarily focuses on SEO and doesn’t offer other digital marketing services like PPC or social media management.
• Smaller team: Compared to larger agencies, Victorious might have fewer resources and may not be suitable for complex projects.
• Focus on budget-conscious clients: Their service model caters more towards businesses with smaller budgets, potentially lacking customization for bigger enterprises.

Services:

• On-page SEO: Optimizes website content, structure, and technical aspects for search engines.
• Keyword research: Identifies relevant keywords to target based on search volume and competition.
• Off-page SEO: Implements link building and other strategies to improve website authority.
• SEO content writing: Creates optimized content like blog posts, articles, and landing pages.

Conclusion

SEO is a slow game, usually kicking in around the 100-day mark. But there are no sure things, and it’s not always a DIY job.

Different fields have different hurdles. For example, health, law, or finance (think anything super important to your life or wallet) might take longer to break through than, say, an online shop.

So, picking the right SEO pros is key, but beware: not all of them are on the same level.

Anyone promising instant results? They’re probably not clued in on true SEO.

The real deal SEO experts? They don’t make wild claims. Instead, they lay out what they can do and get down to business.

Give them enough time, and you’ll start seeing the good stuff roll in – more visitors, leads, and sales. And once it starts, it just keeps getting better, especially if you stick with a solid SEO team.

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Thank you for reading this,
Team AgencyReviews