Most people buy SEO without knowing what they are buying. That is not their fault. The category is vague on purpose. These seven questions make it less vague.
1. What exactly will you do each month?
You want nouns, not verbs. “Four pages written from briefs I approve” is an answer. “Ongoing optimization” is not. If the agency cannot list deliverables, it is selling time, and you cannot tell whether the time was used well.
2. What does it cost, and what is not included?
A price range is fine. “It depends, let’s talk” is a sign the price depends on how much you look like you can pay. Ask what is left out: tools, content, developer time, ad spend.
3. Who owns the accounts?
Your Search Console, analytics and Business Profile should be in your name, with the agency invited in. If they are in the agency’s name, you cannot leave without losing your history.
4. How long is the contract, and how do I leave?
Long terms are not always a red flag, but you should know the exit. Ask what happens to your accounts, documents and pages on the day you stop paying.
5. How do you build links?
A good answer describes who you would approach and why. A bad answer is a number. If links are sold by count, ask where they come from. If the answer is a network or a marketplace, walk away.
6. What will the report tell me?
Ask for a sample. A good report says what was done, what moved, what did not, and what is next. If it is mostly charts and a rank tracker, it will not help you explain the spend to anyone.
7. What do you promise?
Nobody controls rankings. An honest agency promises work, reporting and candour. A guaranteed position is either a lie or a narrow keyword nobody searches.
If you cannot explain what the money does, nobody is doing their job: you or the agency.
What to do next
Ask these of every agency you talk to, including us. Our answers are on the Process, Pricing and Terms pages. If you would like a second opinion on a proposal, an hour of consulting will do it.