Whether you're just getting started with SEO for your business or you've been at it for a while and are looking for a helping hand, hiring an SEO agency can give your business the boost it needs to appear in more search results and attract more customers.
But not all SEO agencies are equally as effective or professional, and there are plenty of people out there claiming to be "SEO experts" who deliver lackluster results. So, make sure you know what to look for when hiring an SEO agency to ensure you choose the right partner who can get you the results you need, especially when it comes to local SEO.
At Local Falcon, we've connected with thousands of agencies over the years, and we know what we're talking about when it comes to SEO agency green flags and red flags.
Benefits of Hiring an SEO Agency
Hiring an SEO agency brings with it a host of benefits that can significantly impact your business's online presence, traffic (both online and in person), and overall success.
One of the primary benefits of hiring an SEO agency is having access to a team of experts with a wealth of knowledge and experience in various aspects of search engine optimization, including local SEO. These professionals stay updated on the latest trends, algorithm changes, and best practices, ensuring that your business remains competitive in all relevant search engine results pages (SERPs).
SEO agencies can also offer a fresh perspective on your website design and broader digital marketing strategies. They can identify areas for improvement that you may have overlooked, helping you implement effective tactics to increase organic traffic, streamline user experience, and improve conversion rates.
Another key benefit of hiring SEO agency experts is time savings. Any way you slice it, SEO is a time-consuming process that requires consistent effort and attention. By outsourcing this responsibility to an agency, you free up valuable time to focus on other aspects of your business, such as product or service development, operations, and customer service.
Additionally, SEO agencies often have access to premium tools and resources that may be costly for an individual business to purchase. These tools enable them to conduct in-depth keyword research, analyze competitors, track performance, and make data-driven decisions to optimize your online assets effectively.
Ultimately, hiring an SEO agency can provide measurable results, such as higher search engine rankings, increased visibility, and more qualified leads. When you hire the right SEO agency, the optimizations the agency's team makes can translate into substantial, ongoing growth for your business.
Hiring an SEO Agency vs Hiring In-House SEOs
When considering your SEO options, you might be torn between hiring an SEO agency and building an in-house team. Both approaches have their pros and cons, but in many cases hiring an agency offers more advantages, especially for small to mid-sized businesses (SMBs).
One of the main benefits of hiring an SEO agency is cost efficiency. Building an in-house SEO team requires hiring multiple specialists, which can be expensive. Additionally, there are costs associated with training, benefits, and tools. In contrast, an SEO agency provides a team of experts at a fraction of the cost of hiring in-house staff.
Agencies also tend to bring a broader range of expertise than individuals. While an in-house team may consist of a few people with specific skill sets, an agency typically has specialists in various fields, including technical SEO, content marketing, link building, and local SEO. This diversity of skills allows agencies to tackle complex SEO challenges and implement comprehensive strategies that cover all aspects of search engine optimization.
Another advantage of hiring an SEO agency is scalability. As your business grows, your SEO needs may change. An agency can easily adjust its services to meet your evolving requirements, whether that involves expanding your target audience, entering new markets, or optimizing for new keywords. Scaling an in-house team, on the other hand, can be more challenging and costly.
That said, an in-house team might be beneficial if you have a large, complex website that requires constant attention or if you prefer having direct control over your SEO efforts. However, for most businesses, the flexibility, expertise, and cost savings offered by an SEO agency make it the better choice.
Is Hiring an SEO Agency Worth It?
The short answer is yes; hiring an SEO agency is worth it, but only if you hire the right one.
An effective SEO agency can drive significant improvements in your website and listing performance, resulting in higher search engine rankings, more organic traffic, and better visibility for your brand. However, not all agencies deliver on their promises, and choosing the wrong one can lead to wasted time and money.
To ensure that hiring an SEO agency is a worthwhile investment, thoroughly vet potential partners before making a decision. Look for agencies with a proven track record of success, transparent pricing and communication, and a deep understanding of your industry and target audience.
Doing your due diligence ahead of time will help you avoid the pitfalls of working with an underperforming agency and reap the benefits of hiring an SEO agency that knows what it's doing.
What To Look for When Hiring an SEO Agency: At a Glance
Before diving into the details, here's a quick summary of the key qualities to look for in an SEO agency:
- Proven track record: Case studies and verifiable results from past clients
- Industry experience: Familiarity with your niche, market, and target audience
- Transparent reporting: Clear KPIs, regular updates, and honest communication
- Ethical practices: White-hat strategies that follow search engine guidelines
- Local SEO expertise: Experience optimizing Google Business Profiles and local listings
- Up-to-date knowledge: Active adaptation to algorithm changes and AI search trends
- The right tools: Access to professional-grade rank tracking, audit, and visibility tools
- Realistic expectations: No promises of instant results or guaranteed #1 rankings
Red Flags When Hiring an SEO Agency
Knowing what to look for in a good SEO agency is only half the battle. You also need to recognize the warning signs of one that could waste your budget or, worse, actively harm your rankings. Here are the red flags to watch out for before signing any contract.
- They guarantee specific rankings or results: No legitimate SEO agency can promise you'll rank #1 on Google. Search engine algorithms are complex and constantly changing, and anyone making guarantees is either misleading you or planning to use tactics that put your site at risk.
- They're vague about their methods: A trustworthy agency should be able to explain, in plain terms, what they plan to do and why. If an agency deflects questions about strategy, cites "proprietary methods," or resists sharing their approach, that's a serious red flag.
- They focus only on vanity metrics: Rankings and traffic numbers look great in reports, but if an agency can't connect their work to real business outcomes (leads, calls, conversions), they may be optimizing for optics rather than results.
- Their pricing is unusually low: SEO done right is labor-intensive. Agencies offering rock-bottom pricing are typically cutting corners, relying on automation, or using low-quality link schemes that can trigger Google penalties down the line.
- They use black-hat link building tactics: Ask directly about their link acquisition strategy. Purchased links, link farms, and private blog networks (PBNs) can produce short-term gains but carry serious long-term risks, including manual penalties that are difficult to recover from.
- They don't ask about your business goals: A good agency tailors strategy to your specific situation. If an agency skips the discovery process and jumps straight to a generic proposal, they're likely selling a one-size-fits-all package rather than a genuine strategy.
- They have no local SEO experience: For businesses that depend on nearby customers, local SEO is non-negotiable. An agency without demonstrable experience optimizing Google Business Profiles, local citations, and geo-targeted content may not be equipped to move the needle where it matters most.
There's no clear reporting or communication structure: If an agency is vague about how often you'll receive updates, who your point of contact will be, or how performance will be tracked, ongoing accountability will be a struggle. - They don't mention AI visibility: Search is no longer limited to traditional search engine results pages. AI-powered platforms like ChatGPT, Perplexity, and Google's AI Overviews are increasingly influencing how customers discover businesses, and a forward-thinking SEO agency should be tracking and optimizing for this. If an agency never brings up AI visibility, doesn't know how to measure it, or dismisses it as irrelevant, they may already be behind the curve and could leave a significant and growing share of your search presence unaccounted for.
| ✅ Green Flags | 🚩 Red Flags | |
|---|---|---|
| Results | Sets realistic timelines and outcome ranges | Guarantees #1 rankings or specific traffic numbers |
| Transparency | Explains strategy clearly and welcomes questions | Vague about methods or cites "proprietary" tactics |
| Link Building | Earns high-quality, relevant backlinks organically | Buys links, uses PBNs, or won't discuss their approach |
| Reporting | Ties work to business KPIs (leads, conversions, revenue) | Reports on rankings and traffic only, no business context |
| Local SEO | Demonstrates GBP optimization and citation management experience | Treats local SEO as an afterthought or add-on |
| AI & Search Trends | Actively tracks AI visibility and adapts to algorithm changes | Last updated their strategy when "mobile-first" was new |
| Pricing | Transparent pricing tied to scope of work | Unusually low rates with no clear explanation |
| Onboarding | Starts with a discovery process to understand your goals | Sends a generic proposal without asking about your business |
| Communication | Defined reporting cadence and dedicated point of contact | Unclear who you'll talk to or how often you'll hear from them |
| Tools | Uses professional rank tracking, audit, and AI visibility tools | Can't name the tools they use or how they measure performance |
Questions To Ask Before Hiring an SEO Agency
Asking the right questions during the hiring process can help you find an SEO agency that aligns with your business goals and can deliver the results you need. Here are some essential questions to consider:
1. What is your experience in my industry?
Understanding an agency's experience in your specific industry is crucial. SEO strategies can vary significantly between industries, and an agency familiar with your niche will be better equipped to develop and implement effective tactics tailored to your business needs.
2. Can you provide case studies or references?
Reputable SEO agencies should be able to provide case studies or references from previous clients. This information will give you insight into their ability to deliver results and help you assess whether they are a good fit for your business.
3. How do you approach keyword research?
Keyword research is a fundamental aspect of SEO. Ask the agency about their approach to keyword research and how they plan to target the most relevant and high-traffic keywords for your business. Understanding their process will help you gauge their expertise and ensure they can effectively optimize your website and other digital marketing assets.
4. What is your strategy for local SEO?
For brick-and-mortar businesses and service-area companies that rely on attracting nearby customers, local SEO expertise is essential. Inquire about the agency's experience with local SEO and how they plan to optimize your Google Business Profile, build local citations, and improve your website's visibility for searches with local intent.
5. How do you measure success?
Ask the agency how they measure success and what key performance indicators (KPIs) they track. They should be able to provide clear metrics, such as search engine rankings, organic traffic, conversion rates, and return on investment (ROI). This will help you evaluate the effectiveness of their efforts and ensure they are aligned with your business objectives.
6. What is your link building strategy?
Link building is a critical component of SEO, but it's important to approach it carefully. Ask the agency about their link building strategy and how they plan to acquire high-quality, relevant backlinks. Be wary of agencies that rely on outdated or unethical practices, such as buying links, as this can harm your website's reputation.
7. How do you keep up with search engine algorithm changes?
SEO is constantly evolving, and staying updated with search engine algorithm changes is crucial for maintaining and improving rankings. Inquire about how the agency stays informed about industry updates and how they adapt their strategies to remain effective.
8. What are your communication practices?
Clear and consistent communication is key to a successful partnership. Ask the agency how often they provide updates, what reporting tools they use, and who your main point of contact will be. Understanding their communication practices will help you set expectations and ensure a smooth working relationship.
9. What tools do you use?
The tools an SEO agency uses can significantly impact the quality and efficiency of their work. Ask the agency about the specific tools they use for tasks like keyword research, site audits, rank tracking, local SEO, and link building. Give them bonus points if they can monitor your AI visibility. Understanding the tools they use will give you confidence that they have the right resources to deliver accurate insights and results.
By asking the questions above and carefully evaluating the responses, you can ensure you hire an SEO agency that is well-equipped to help your business succeed online, no matter what industry you're in. Whether you're focusing on local SEO or broader search optimization efforts, the right agency can make all the difference in achieving your long-term digital marketing goals!
10. What is your approach to AI search and AI visibility?
Search visibility today goes beyond traditional search engine results pages. AI-powered search experiences and answer engines are increasingly influencing how and where customers discover businesses. Ask how the agency approaches AI visibility, including which AI platforms they track, how they measure AI search performance, and how those insights inform their SEO strategy.
A strong SEO agency should be up to date on emerging visibility sources, understand how AI systems surface local and organic results, and use modern AI visibility tracking tools to monitor your presence across these platforms. Hiring an agency that treats AI visibility as part of a forward-looking SEO strategy helps ensure your business stays competitive as search continues to evolve.
FAQs on Hiring an SEO Company
What should I look for when hiring an SEO company?
Look for an SEO company with a proven track record, transparent communication, and a clear, data-driven strategy. They should stay up to date on search changes, use reliable tracking tools, and set realistic expectations rather than promising quick or guaranteed results.
How long does it usually take to see results from an SEO agency?
SEO is not instant. Most businesses begin seeing meaningful improvements within three to six months, depending on competition, website condition, and the scope of work. Long-term growth typically compounds over time.
Why hire a local SEO company?
A local SEO company understands how nearby customers search and how to optimize your website and business listings to appear in local results, maps, and AI-driven recommendations.
Is hiring an SEO company worth it?
Yes, if you hire the right one. A reputable SEO company can improve visibility, traffic, and leads over time, making SEO a strong long-term investment.
What questions should I be asking an SEO company before hiring them?
Ask about their experience, past results, local SEO strategy, reporting practices, tools they use, and how they adapt to search algorithm and AI changes.
Should I hire an SEO company?
If you lack the time, expertise, or resources to manage SEO effectively in-house, hiring an SEO company can help you achieve better and more consistent results.
Can hiring an SEO company increase rankings?
Yes. A skilled SEO company can improve rankings by optimizing your website, content, local presence, and overall search visibility using proven, ethical strategies.
