The right SEO agency can build brand authority, expand reach, and boost revenue.
Forty-two percent of tech CEOs at companies under $250 million in revenue outsource search engine optimization (SEO) to an external agency, per a Gartner study.[1] They are wise to do so, considering SEO agencies can assist in expanding business reach, building brand authority, and boosting revenue.
That said, choosing the wrong SEO company can have harmful consequences, such as loss of traffic and revenue. To put you on the right track as a small-business leader, we have four tips to help you select the right SEO company. Additionally, to provide real-world examples, we feature three small-business leaders who explain what it's like to outsource their SEO needs.[2-4]
What is an SEO company?
An SEO company is usually part of a broader web design and digital marketing agency. Its goal is to optimize your website for search engines to capture more traffic and revenue from online searches. Here are some examples of services SEO companies offer:
On-page SEO: Ensures web pages are well optimized with high search volume keywords.
Off-page SEO: Focuses on boosting website rankings on search engine results pages (SERPs).
Local SEO: Caters to businesses that serve specific regions and want to get noticed in their local geography.
International SEO: Serves businesses that want to expand globally and want their websites optimized in foreign languages.
Tip #1: Research your top contenders’ experience in SEO
One of the first things to do when vetting a potential SEO agency is to ask for their portfolio, as well as case studies of previous and current clients. Reputable SEO companies should be able to provide recent examples (within the past year) of work they’ve completed for clients, such as website optimization and keyword ranking campaigns.
If possible, seek out companies that have worked with businesses similar to yours, goals-wise. For example, if you’re business-to-business (B2B), look for a B2B SEO specialist. Similarly, if you work in healthcare and are trying to grow your client base, request a case study for a medical practice that’s similar in size to yours.
When it comes to results, think beyond SEO
Pay attention to the metrics an agency uses to describe their performance. While rankings and traffic are key SEO performance indicators, SEO services shouldn’t start and end there. If an SEO agency is overly focused on rankings but not sales or conversions, they might not do the best job of working with your business-specific needs in mind.
Tip #2: Check out their services and compare them to your needs
Asking what services an SEO agency offers tells you exactly what you’re paying for. Besides the offerings we covered earlier, these agencies provide services such as SEO audit, link building, and eCommerce SEO.
It’s important, however, to identify your needs before starting your SEO agency search. Joe Earl[2], general manager of dental supply company Dental Sky, knew his team wanted help connecting with dental professionals in their area, so he sought out an agency offering local SEO services.
“The SEO agency has helped us connect with dental professionals seeking our specialty products by sharing genuinely helpful, relevant content targeted at new geographical areas we’re expanding to.”
Joe Earl
General manager at Dental Sky Wholesaler Ltd
Unsure what your SEO goals are?
If you're unsure about your business objectives, start by looking at your current website and list its strengths and weaknesses. Then, use a free analytics tool to identify gaps in your content, as well as keywords you should be using. Leverage these findings to create actionable SEO goals that a service agency can help you achieve.
Tip #3: Ask about their SEO process and how they measure results
A good SEO company will deliver the results you want, but a great SEO company will show you how they achieved those results. This indicates not only transparency on their part but also a gesture of goodwill that they’re willing to share their knowledge.
Ward Dilmore[3], founder of Petrus Landscaping, knows the difference between working with an SEO company that is transparent about their process and one that isn’t. “My biggest lesson learned from the first company was my inexperience with basic SEO. The company didn't do enough to educate me, and I didn’t know better back then.”
“Trusting a company to perform work without us understanding exactly what work is going to be performed is probably not a good idea—a lesson I learned the hard way.”
Ward Dilmore
Founder of Petrus Landscaping
Now that Dilmore is partnering with an SEO agency that shows him how they achieve their results, he’s much happier. “I understand their process completely, and their reporting and approach is a lot more tailored toward my business and industry than all the former agencies I've hired.”
/ Questions to ask a prospective SEO company
To find out how an SEO agency gets its results, ask them to walk you through their process, from signing the contract all the way to reporting results. What do their deliverables look like, and how frequently should you expect to receive them—weekly, monthly, or quarterly? Doing this due diligence will help you set expectations for your team and hold your chosen agency accountable.
Tip #4: Familiarize yourself with SEO pricing models
While it’s important to know what SEO services your investment will include, it’s equally important to know the going rate for those services so you don’t overpay.
During your vendor search, request pricing quotes from multiple SEO agencies to get the best price. Most companies will send a quote upon request, provided they know your specific business requirements. This process will help you narrow down your options by comparing packages from various agencies.
Be aware, however, that a company’s pricing, as well as their services can change. Ryan Stone[4], creative director of Lambda Films, learned this the hard way.
“We were with a single SEO company for many years, and in the early days, they were extremely effective. But as the years progressed, the company grew, and we found that our budget was paying for less and less.”
Ryan Stone
Creative director of Lambda Films
Stone adds that as that continued, his firm’s online presence and performance diminished. One day, they were told their monthly budget could only cover one service: SEO or PPC (pay per click). At that point, they decided to look elsewhere.
Monitor SEO partner’s performance for the best ROI
If the SEO agency you choose doesn’t meet your needs, you don’t have to keep working with them. Gartner suggests managing the performance of any outsourced SEO partner through active monitoring of SEO goals, as well as monthly business impact meetings. Holding SEO partners accountable ensures you get the best possible ROI from your investment.
What to avoid when choosing an SEO company
At best, the wrong SEO company is a waste of money; at worst, it can get you penalized or even banned by search engines such as Google.
Here are some red flags to look for when shopping for SEO services:
Their portfolio is older than a year. If they can’t provide examples of their work from the past year, it’s possible the company isn’t on top of current SEO trends—or getting a lot of business, for that matter.
Low cost is a top selling point. You get what you pay for in SEO, and there are real risks to choosing an agency based on a low price point. The wrong company can damage your business through the black hat SEOThey promise rankings. If an SEO practice guarantees rankings, run. Similar to agencies that tout low cost as a primary benefit, a company that promises higher SERP placements is likely guilty of some shady practices. A good SEO company, on the other hand, will work with you to set expectations in terms of both performance and scope.
For more SEO red flags, check out this article.
Prepare your team to work with an SEO company
We’ve provided you with four tips to help you choose the best SEO agency for your business. The video below has some additional SEO tips you can try out as a small business.
If you have a shortlist of top contenders, start preparing your team. Schedule a meeting to discuss your goals for working with an SEO company, and decide who’ll work directly with the service agency. Identifying a point of contact ensures there’s always someone to bridge the communication gap between your business and the agency.
If you’re still on the hunt, check out Capterra’s SEO services. Filter your search by location, user ratings, business size, industries served, and services offered. We also recommend downloading our free SEO outsourcing decision tool to weigh your options.
Looking for more resources on SEO services? Check out these articles: