13 Questions to Ask Every SEO Agency Before Starting Cooperation

13 Questions to Ask Every SEO Agency Before Starting Cooperation

If you need to find the right SEO agency but actually you’ve no idea how to do it and what to pay attention to, you’re in the right place. We’ve prepared a list of 13 questions to ask when selecting a potential SEO agency to cooperate with. Keep reading!

Perhaps, thanks to our tips you’ll impress your boss and your choice will help you acquire new potential customers from Google. So, what questions to ask a potential SEO company?

Table of contents

13 questions to ask every SEO agency

1. What’s the experience of the company?

Take into consideration only those agencies that have reviews you’re able to verify. You can easily find them on Facebook, Clutch, or Google. Word of mouth is powerful – ask your friends or entrepreneurs for recommendations and check whether the selected agency managed to achieve promised effects. Why don’t you ask about case studies? Avoid unknown companies that offer incredibly low prices. SEO can bring truly amazing results, however, it requires appropriate investments.

2. What is its settlement method?

It’s one of the most important questions you need to ask. You have to know what you’ll be paying for. If an agency offers performance-based SEO, you should take even a closer look at the proposed conditions. Although this solution may seem tempting, it usually turns out to be completely unprofitable. To learn more, go to our entry: Why is it better to stay away from performance-based SEO?

If you select a dishonest agency, it can offer to do SEO for keywords that aren’t popular among Google users. Then, reaching the finest positions won’t bring you any benefits. Although your website visibility on such phrases may improve rapidly, even without significant page modifications, you will still be paying for something that doesn’t actually affect your customers.

3. How long is the contract concluded for?

Find out what are the conditions for concluding and terminating the contract with the agency. If the agency is clear about these issues, it’s a good sign. You may be offered a long-term contract without the possibility to terminate it – beware of such solutions. Otherwise, the agency may not perform its duties and you’ll still have to pay.

4. Will I be receiving reports every month and if so, what information will they contain?

SEO reports are an absolute basis, however, it’s also worth focusing on their content. A PDF file analyzing positions isn’t enough. Every month, the agency should present what activities it performed and provide you with visibility charts from specific tools such as Google Search Console. It’s a good idea to ask the SEO agency about an exemplary report before starting the cooperation.

questions to seo agency reporting

See: SEO report – what should it include?

5. How does the company measure the effectiveness of its activities?

Asking this question may prevent you from selecting an SEO agency that doesn’t focus on acquiring new customers from Google but instead pays attention solely to reaching TOP10. The agency should determine the objectives together with you and then, with the use of suitable tools like Google Analytics show you how these objectives can be achieved. Obviously, it needs to be borne in mind that the effectiveness of SEO activities isn’t determined only by the selection of appropriate keywords. If the agency helps you to reach the finest position but your market rivals offer the same product at a significantly lower price, you shouldn’t be surprised that customers aren’t willing to choose your business.

6. How committed will I need to be during this cooperation?

Another question concerns the principles of cooperation. This issue usually needs to be agreed upon between the parties to the contract, but it’s important to ensure that both the agency and the client know what to do. Most frequently, the SEO agency is responsible for content creation, whereas the ordering company needs to verify it and implement it on the site. The SEO agency can also publish new content on the website if it gets the necessary access. As a rule of thumb, technical modifications are implemented by the agency, nevertheless, clients can also sometimes get a list of changes that need to be deployed. It’s always best to commission such tasks to professionals as inexperienced persons can make a lot of mistakes that may even make the page unavailable.


There are a lot of things! First of all, you should check if the potential agency has experience in SEO for your industry or the specific market. It’s important as these companies will already know the tricks to make the SEO work in a given field and have the base of proven resources (e.g. linking domains) to use in your SEO. Apart from the experience matter and clear evidence that the SEO firm knows the ropes, you should focus on what is the most important for you. Always go for the cooperation that suits your individual needs and the company that can address them.

Not necessarily. As it has its advantages, in SEO often the results come after a while, otherwise, they won’t bring benefits to the website in the longer perspective. The other option you can go for is a subscription – in this case, you have the opportunity to shape the process along the way with your SEO specialist to get better results (not only the things you paid for as part of the initial agreement). We describe the differences and possible threats of performance-based payments in this article: https://delante.co/stay-away-from-performance-based-payment-for-seo/ 

Definitely the lack of transparency about the SEO process – the activities done on your website & results. You should always be able to look into the agency’s work to see the progress and results. If the company is reluctant to do it or doesn’t address your concerns/questions, something maybe not right. Another thing is the lack of process personalization – don’t go for the one-fits-all strategies, even when if they’re being advertised as proven for many companies. Each website is different, yours too – that’s why it should be approached individually when coming up with an SEO strategy. These are just two critical red flags that should alarm you, however, there can be more. Our advice is – don’t be afraid to ask and check the credibility of the potential companies you want to work with – it’s your right and you should use it 🙂


Delante is an online marketing agency specialized in generating website traffic from search engines and paid ads (SEO / SEM). Over 80% of our clients are from rapidly growing e-commerce industry.
Comments (3)
  1. Important content! Unfortunately, when I was hiring the first SEO agency, I didn’t know that, and we end up wasting our money for poor results and almost lack of communication from the SEO firm. It’s worth educating people on what they should pay attention to when searching for specialists!

    1. Agree, I had a rather unpleasant encounter when after the finished cooperation SEO company deleted all backlinks created during cooperation. From that point, I’m extra careful when choosing an agency. Good that you openly talk about such aspects, Delante!

      1. Thanks, John! We believe that transparency is the key to a fruitful cooperation. These questions are the key to avoid situations you and Pam mentioned & if the agency is ok they won’t have any problems with providing such pieces of information.

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