Choosing the right SEO company can be difficult.
Most SEO companies will tell you they can improve your rankings, increase your traffic and grow your online visibility. You’ll probably see impressive-looking reports, case studies, testimonials and plenty of promises about what they can achieve.
But after more than 15 years working in SEO, I think there’s a much more important question to ask:
Does this SEO company understand what your business actually needs?
Because the right SEO company isn’t necessarily the biggest agency, the cheapest provider or the one promising the most deliverables every month.
It’s the company or consultant that understands your business goals, can identify where the real opportunities are and can explain what they recommend, why they’re recommending it and how you’ll know whether it’s working.
And sometimes, a good SEO specialist should be prepared to tell you that ongoing SEO isn’t what you need at all.
Here’s what I’d look for before choosing an SEO company.
1. Start With What You Need SEO to Achieve
Before comparing SEO companies, get clear about what you actually want from SEO.
Do you want to:
- generate more qualified enquiries?
- increase online sales?
- attract customers to a physical location?
- grow nationally?
- improve visibility in a particular geographic area?
- reduce your reliance on paid advertising?
- improve an existing website that isn’t performing?
- build visibility across Google and AI search?
“Get to number one on Google” isn’t really a business objective.
A number-one ranking is valuable only if it contributes to something that matters to your business.
That’s why one of the first things I want to understand when speaking to a prospective client is what they need their website to do for the business.
Everything else should follow from that.
2. Decide What Type of SEO Support You Actually Need
This is something I don’t think businesses are told often enough:
You might not need a fully managed SEO company.
Depending on your business, budget and internal resources, you might be better suited to:
| SEO support | May suit |
|---|---|
| Once-off SEO | New businesses or websites needing strong foundations |
| Managed SEO | Businesses using organic search as an ongoing growth channel |
| Local SEO | Businesses relying on local enquiries, bookings or footfall |
| SEO consultancy | Businesses with internal marketing resources that need specialist guidance |
| In-house SEO | Organisations with sufficient ongoing requirements to justify internal expertise |
| Hybrid SEO | Businesses combining an internal team with external specialist support |
At New Era Digital, for example, we offer a once-off SEO Starter Package, ongoing SEO packages, Local SEO services and SEO consultancy because different businesses need different levels of support.
I’ve recommended different approaches to different businesses because their circumstances were different.
For a new business owner with a limited budget, I may recommend starting with foundational once-off SEO rather than committing immediately to a monthly package.
I’ve also worked with businesses that initially needed hands-on SEO but eventually developed their internal capabilities.
One e-commerce client I worked with eventually brought its day-to-day SEO in-house. Instead of trying to retain work it no longer needed me to implement, my role changed to quarterly SEO consultancy.
The right SEO arrangement should fit your business — not force your business into the provider’s preferred package.
4. Look for Experience Relevant to Your Business
SEO isn’t identical across every type of business.
An e-commerce store with thousands of products presents very different challenges from a psychologist trying to generate local appointments.
Likewise, a B2B company targeting decision-makers nationally requires a different strategy from a retailer that needs people walking through the door.
Look at whether the SEO company has experience with businesses similar to yours — not necessarily your exact industry, but businesses with similar commercial objectives and SEO challenges.
I’ve worked across e-commerce, local businesses, professional services, B2B companies and organisations where the website plays very different roles in the sales process.
That experience matters because SEO isn’t simply about knowing how Google works.
It’s about understanding how search fits into the way the business makes money.
5. Look at Results — But Look at the Right Results
Case studies are useful when choosing an SEO company.
But look beyond:
“We increased organic traffic by 300%.”
Ask what happened next.
Did enquiries increase?
Did sales increase?
Did the business attract better-quality leads?
Did bookings increase?
Did organic revenue grow?
Did local visibility result in more customers?
Traffic and rankings are important SEO indicators, but they’re not the ultimate commercial objective.
I’ve worked with an e-commerce business where online sales tripled. I’ve worked with local businesses where visibility translated into consistent enquiries and bookings. And I’ve worked with businesses where improving the website and customer journey was just as important as increasing traffic.
When reviewing an SEO company’s SEO case studies, look for evidence that they understand the connection between visibility, user behaviour and business results.
6. Find Out Who Will Actually Work on Your Account
This is one of the questions I’d always ask an SEO agency:
Who will actually be doing my SEO?
The person who sells you the service isn’t necessarily the person who’ll manage the work.
There’s nothing inherently wrong with an agency having account managers, junior specialists or larger delivery teams. That’s how many agencies operate.
But you should understand who is responsible for:
- strategy;
- implementation;
- content;
- technical SEO;
- reporting;
- client communication.
And importantly:
Who makes the strategic decisions?
If you’re choosing a company because of a particular person’s expertise, make sure you understand how involved that person will actually be once you’ve signed.
7. Ask How They Decide What to Work On
This question tells you a lot about an SEO provider:
“How will you decide what you work on each month?”
I don’t believe good SEO should simply consist of completing the same predetermined checklist every month.
Priorities change.
One month, a technical problem may require immediate attention.
Another month, the biggest opportunity could be improving an important service page.
The data might identify a content gap, Local SEO opportunity, conversion problem or competitor change that deserves attention.
That’s why my approach is:
Use the data to fuel growth.
The work should respond to what the website and business actually need rather than completing tasks because they’re next on a generic monthly checklist.
8. Make Sure They Look Beyond Rankings
One thing I have learned over the years is that getting someone onto a website is only half the job.
What happens when they arrive?
Can they understand what the business offers?
Can they find what they’re looking for?
Is the website easy to use on mobile?
Is there a clear next step?
Does the page build enough trust for somebody to enquire or buy?
I’ve had clients come to me initially for one service — such as Google Ads — where, after looking more closely, it became clear that the website itself was limiting performance.
That can lead into work around structure, UX, customer journey, CRO and ultimately SEO.
An SEO company doesn’t necessarily need to provide website design itself.
But it should understand that rankings and traffic cannot be viewed in isolation from the website experience.
9. Ask How SEO Success Will Be Measured
Before signing anything, ask:
“How will we know whether this is working?”
A good answer should go beyond keyword rankings.
Depending on your business, measurement could include:
- organic visibility;
- qualified organic traffic;
- enquiries;
- calls;
- bookings;
- leads;
- e-commerce sales;
- organic revenue;
- local visibility;
- conversion rates;
- visibility across AI-powered search.
The exact KPIs should depend on what you’re trying to achieve.
This is why defining the business objective comes first.
If you’re investing in SEO, you should eventually be able to understand whether that investment is contributing to the business.
I’ve covered this in more detail in my guide to measuring SEO ROI and the metrics and KPIs that actually matter.
10. Review the SEO Company’s Own Search Visibility — But Don’t Use It as the Only Test
It’s reasonable to look at how visible an SEO company is in search.
If somebody is selling search visibility, seeing evidence that they understand how to achieve it can be reassuring.
But I wouldn’t make this your only test.
SEO companies make strategic decisions about which keywords and markets they want to pursue, and an excellent specialist may generate business through referrals, partnerships or a particular niche rather than trying to rank for every broad SEO keyword.
Look at their own website as one piece of evidence alongside experience, case studies, client relationships and strategy.
11. Understand What’s Actually Included
“Monthly SEO” can mean completely different things from one company to another.
One provider might primarily provide recommendations.
Another might implement the work.
Another could include content, technical SEO, Local SEO and CRO.
Before comparing quotes, understand:
| Ask | Why it matters |
|---|---|
| Is strategy included? | Someone needs to determine priorities |
| Do you implement recommendations? | Otherwise your team may need to do it |
| Is content included? | Content requirements can significantly affect scope |
| Is technical SEO included? | Technical problems may require specialist work |
| Is development included? | SEO and development aren’t necessarily the same service |
| Is Local SEO included? | Important for businesses targeting local customers |
| Is link/authority work included? | Understand exactly how it’s approached |
| Is reporting included? | You need visibility into performance |
| Are meetings/consultancy included? | Know what ongoing strategic support you receive |
And don’t assume a provider that doesn’t implement everything is automatically inferior.
Some excellent SEO consultants are specifically hired to provide strategy while an internal marketing or development team handles implementation.
The important thing is that responsibility is clear.
12. Ask How They Approach Content and Link Building
These are two areas where I’d ask quite direct questions.
For content:
Who creates it?
How are topics chosen?
How is subject expertise incorporated?
How do you make sure the content isn’t simply generic AI-generated copy?
For links:
How do you earn or build backlinks?
What types of websites are you trying to get links from?
Are links being purchased purely to manipulate rankings?
Google specifically includes buying or selling links for ranking purposes and excessive link exchanges within its definition of link spam.
You don’t need to become an SEO expert yourself.
The provider should be able to explain its approach clearly enough for you to understand what is being done in your name.
13. Ask How They’re Adapting to AI Search and GEO
Search is no longer limited to the traditional Google results page.
Potential customers are increasingly discovering businesses through AI-powered search experiences and platforms.
That means I would now ask a prospective SEO company:
“How are you adapting your SEO strategy for AI search?”
But don’t be satisfied simply because they say they offer “AI SEO”, “AEO” or “GEO”.
Ask what that actually means.
How are they approaching content?
Authority?
Entities and brand signals?
Structured information?
Citations and mentions?
How are they measuring visibility?
Traditional SEO fundamentals still matter enormously, but a modern SEO company should understand how search behaviour is evolving.
You can read more about how we approach AI SEO and GEO at New Era Digital.
14. Make Sure You Own Your Accounts and Data
This is a big one.
Your core digital assets should remain under your control.
That includes things such as:
- your domain;
- website;
- Google Analytics;
- Google Search Console;
- Google Business Profile;
- Google Ads account;
- content created for your business;
- relevant data and reporting.
Your SEO company may need access to manage these assets, but that is different from owning them.
Before signing, ask:
“What happens to my accounts, data and content if we stop working together?”
The answer should be clear.
15. Read the Contract — Not Just the Proposal
Understand:
- the contract length;
- notice period;
- what’s included;
- what’s excluded;
- additional costs;
- ownership;
- responsibilities;
- cancellation terms.
I wouldn’t automatically dismiss an SEO company because it uses a contract.
Likewise, I wouldn’t automatically trust one because it offers month-to-month SEO.
The important thing is that you understand what you’re agreeing to and why.
16. Make Sure You Can Actually Work With Them
SEO can be a long-term relationship.
I’ve worked with some clients for years.
That means communication and fit matter.
Can the person explain SEO without drowning you in jargon?
Do they listen?
Do they understand your commercial priorities?
Are they prepared to challenge an idea when they don’t think it’s the right approach?
Do you trust them enough to tell you when something isn’t working?
You don’t need your SEO provider to agree with everything you say.
You need them to give you good advice.
Sometimes the Right SEO Company Will Tell You Not to Hire Them
This is one of the strongest indicators I’d look for.
I’ve turned away SEO work when I didn’t believe ongoing SEO was the right investment for the business at that point.
I’ve recommended once-off SEO to new businesses with limited budgets.
I’ve recommended improving the website first.
There have also been situations where I felt Google Ads was more appropriate because the business needed to generate leads more quickly.
That may sound counterintuitive for somebody who sells SEO.
But I don’t think my job is to fit every business into an SEO package.
My job is to understand what the business is trying to achieve and recommend what I believe makes commercial sense.
A good SEO company should be willing to tell you when its own service isn’t the right answer.
SEO Company Red Flags to Watch For
One of the biggest red flags is a company guaranteeing you a particular Google ranking.
Google itself states in its guidance on choosing an SEO that nobody can guarantee a #1 ranking on Google.
Beyond that, I’d look out for:
| Red flag | Why I’d question it |
|---|---|
| Guaranteed #1 rankings | No SEO company controls Google’s rankings |
| Vague explanations | You should understand what you’re paying for |
| Rankings are the only KPI | Rankings don’t automatically produce business |
| No relevant evidence | Ask for case studies or examples |
| Unrealistic scope for the price | Make sure the promised work can realistically be delivered |
| You don’t know who does the work | Understand who’s responsible for your account |
| Generic strategy | Your SEO should reflect your website and objectives |
| Questionable link building | Poor link practices can create long-term problems |
| You don’t own your accounts | Your business should retain control of its assets |
| No discussion about conversions | Traffic isn’t particularly useful if nobody takes action |
| Everything is “AI-powered” but nobody can explain how | Buzzwords aren’t a strategy |
| They recommend a package before understanding your business | The recommendation should follow the diagnosis |
Questions to Ask an SEO Company Before Hiring Them
If you’re comparing SEO companies, I’d ask these:
| Question | What you’re trying to establish |
|---|---|
| What would you prioritise on my website and why? | Whether they’ve actually thought about your business |
| Who will work on my account? | Who is responsible for delivery |
| How will you measure success? | Whether SEO connects to business outcomes |
| Can you show relevant case studies? | Evidence of experience |
| What’s included in the price? | The real scope |
| What isn’t included? | Potential additional costs |
| Who implements recommendations? | Clear responsibilities |
| How do you approach content? | Quality and expertise |
| How do you approach backlinks? | Whether methods are sustainable |
| How do you approach AI search? | Whether their strategy has evolved |
| How often will strategy be reviewed? | Whether priorities can change |
| What happens if I leave? | Ownership and handover |
| What access will I have? | Control over your accounts and data |
You don’t need the “perfect” answer to every question.
You’re looking for clarity, reasoning and evidence.
SEO Company vs SEO Consultant vs In-House SEO
| Option | Often works well when |
|---|---|
| SEO company/agency | You need broader strategy and implementation |
| SEO consultant | You need senior expertise, strategy or oversight |
| In-house SEO | You have enough ongoing work and resources to justify a dedicated role |
| Hybrid | Your internal team can implement but benefits from specialist external guidance |
None is inherently better.
I’ve worked with businesses at different stages of this journey, including businesses that eventually moved implementation in-house while retaining me as an SEO consultant.
Choose based on what expertise and capacity your business actually needs.
How Much Does an SEO Company Typically Cost?
SEO company pricing varies considerably depending on the scope, competition, website and level of expertise required.
Some businesses may only need a defined once-off project, while others may require ongoing investment of hundreds or thousands of euro per month.
Rather than duplicating all of those figures here, I’ve created a detailed SEO pricing guide covering how much SEO costs in Ireland, including typical monthly prices, once-off SEO, Local SEO, e-commerce SEO and consultancy.
The important thing when choosing an SEO company is to compare scope and value, not simply price.
Frequently Asked Questions About Choosing an SEO Company
How do I pick the right SEO agency?
Start with your business goals, then look for an SEO provider with relevant experience, transparent pricing and scope, evidence of results and a clear approach to measuring success.
Ask who will actually work on your account, how they decide what to prioritise and what success should look like for your business.
Should I hire an SEO agency or do SEO myself?
For a small or new business with a limited budget, doing some foundational SEO yourself can make sense.
As competition, website complexity or the commercial importance of organic search increases, professional support may become more valuable.
You can also use a hybrid approach, where an SEO consultant provides strategy while you or your internal team implements it.
How do you know if your SEO agency is bad?
Warning signs can include guaranteed rankings, vague explanations, questionable backlinks, reports focused entirely on vanity metrics, lack of transparency about who performs the work and no clear connection between SEO activity and your business goals.
One red flag alone doesn’t necessarily make an agency bad. Look at the overall picture.
Who is the best SEO agency?
There isn’t one SEO agency that’s best for every business.
The best fit depends on your goals, budget, market, website, internal resources and the type of support you need.
An agency that is excellent for a large international e-commerce brand may be completely wrong for a small local business — and vice versa.
How much does an SEO agency typically cost?
SEO services can range from defined once-off projects to monthly retainers costing several thousand euro.
The appropriate amount depends on the scope and opportunity. My SEO pricing guide provides a more detailed breakdown of SEO costs in Ireland.
What should I look for in an SEO company?
Look for relevant experience, clear communication, genuine case studies, transparent pricing, appropriate measurement, sensible SEO practices and an ability to explain why they’re recommending a particular strategy for your business.
Choosing an SEO Company Comes Down to Trust, Expertise and Fit
There are plenty of good SEO companies.
The challenge isn’t finding the company with the longest list of services or the biggest promise.
It’s finding someone who understands your business, your customers and what you’re trying to achieve.
Look at their experience.
Ask difficult questions.
Understand what you’re paying for.
Make sure you retain control of your accounts and data.
And pay attention to whether they’re prepared to recommend what makes sense for your business — even when that isn’t the most expensive service they sell.
I’ve worked in SEO for more than 15 years, and one thing hasn’t changed:
Good SEO starts with understanding the business before deciding on the strategy.
At New Era Digital, our SEO services include ongoing SEO packages, once-off SEO and SEO consultancy because different businesses need different levels of support.
If you’re not sure which approach is right for you, book a free 15-minute consultation and we’ll start with what you’re trying to achieve.
