5 Questions to Ask Your SEO Agency to Keep Your Campaign on Track

Working with an SEO agency for the first time can be overwhelming for a small business owner. You might not be familiar with the terminology or tactics, so asking the right questions is key. By asking informed questions, you ensure transparency and accountability, and you can better understand the strategy being used to grow your online presence. This outline covers five essential questions to ask your SEO agency so you can stay informed and keep your campaign on track.

Question 1: What is your SEO strategy for my business?

• Understand their approach: This question helps you learn how the agency plans to improve your website’s visibility. A good agency should outline a clear strategy that’s tailored to your business, not a one-size-fits-all plan.
• Key components to listen for: They should mention on-page SEO (improving your site’s content and HTML for keywords), technical SEO (fixing site speed, mobile friendliness, and other technical issues), and off-page SEO (building quality backlinks to your site). If you have a local business, ask if they will include local SEO tactics (like optimizing your Google Business profile and local directory listings).
• Customization for your goals: The agency’s strategy should align with your specific goals and industry. For example, if your goal is to get more local customers, the strategy might focus heavily on local SEO. Make sure they explain why each part of their strategy is important for your business.
• Red flags: Be cautious if the agency gives a very vague answer or promises unrealistic results (like “guaranteed #1 on Google for every keyword”). A trustworthy SEO agency will set clear, realistic plans and explain their methods in simple terms you can understand.

Question 2: How will success be measured?

• Define clear metrics: It’s important to know how the agency measures success. Ask what key performance indicators (KPIs) they track – common SEO metrics include organic traffic (how many visitors come from search engines), keyword rankings (how well your site ranks for target keywords), and conversions (how many visitors take desired actions like filling a form or making a purchase).
• Tie metrics to business goals: Make sure the metrics they focus on match your goals. For example, if you run an online store, you’ll care about metrics like sales or leads from organic search, not just traffic. The agency should explain which metrics matter for your business and why​hartzer.com.
• Realistic timelines: SEO is a long-term process, so discuss what a realistic timeline is for seeing improvements. A reputable agency will set proper expectations, explaining that while small improvements can happen in a few months, significant results (like much higher traffic or top rankings) may take six months or more. Be wary of anyone who promises very fast results, as SEO done too quickly can sometimes mean using risky tactics.
• Regular reviews: Clarify how often you’ll review these success metrics together. Will there be monthly check-ins to go over how your rankings and traffic are improving? Knowing this upfront keeps everyone accountable.

Question 3: How do you report on progress and results?

• Reporting frequency: Ask how often you will receive updates or reports. Commonly, SEO agencies provide monthly reports, but some might offer weekly updates or real-time dashboard access. It’s important for you as a beginner to have regular insight into what’s happening.
• Report contents: Find out what information will be included in the reports. Good reports typically include data on keyword ranking changes, organic traffic growth, and conversions or other goal completions. They should also summarize work completed (e.g., pages optimized, content created, links built during that period).
• Clear explanations: Ensure the agency will explain the results in plain language. The report should not just be a dump of data — look for insights and commentary. For instance, if traffic went up, the report should explain why (perhaps a successful blog post or improved rankings for certain keywords). If something isn’t working as expected, they should mention how they plan to fix or adjust​hartzer.com.
• Communication style: Besides written reports, will there be meetings or calls to discuss progress? Some clients prefer a monthly phone call or meeting to walk through the report and ask questions. Make sure the agency’s reporting style (email, dashboard, phone call, etc.) matches what you’re comfortable with, so you always feel informed.

Question 4: What SEO tasks will you handle, and what do I need to do?

• Agency responsibilities: Clarify exactly which tasks the SEO agency will take care of. Will they handle technical fixes on your website (like improving page speed or fixing broken links)? Will they create content for you, such as writing blog posts or new website pages, or are you expected to provide content? Knowing this helps prevent misunderstandings about who does what.
• Your involvement: Ask what they need from you to make the campaign successful​hartzer.com. Often, you’ll need to provide access to various things (your website CMS, Google Analytics, etc.) or provide information about your business that can help with keyword research and content. You might also need to give approvals for content or changes before they go live. Be prepared for a collaborative effort: for example, you may need to review blog drafts or provide feedback on target keywords that are important to your business.
• Content and changes: Discuss whether you or the agency will be responsible for content creation and website changes. If you don’t have the time or skills to make website updates, ensure the agency can implement their SEO recommendations on your site. Some agencies will make the changes for you, while others might send a list of recommendations for your web developer to implement. It’s crucial to sort this out at the start so SEO improvements aren’t delayed.
• Scope of work: This question also helps define the scope of the project. SEO involves many activities (technical audits, content writing, link outreach, local listings, etc.). Having a clear list of which tasks the agency handles ensures you know what you are paying for. It also highlights if there’s anything outside their scope that you might need to cover (for instance, maybe they do on-page and technical SEO, but you need to hire a separate writer for content, or vice versa).

Question 5: How do you stay updated on Google’s algorithm changes?

• SEO is always changing: Google updates its search algorithm frequently (sometimes minor tweaks daily, with major updates rolled out a few times a year). A good SEO agency should demonstrate that they keep up with these changes​hartzer.com. This question checks that they are continuously learning and adapting their strategies.
• Staying educated: Listen for how the agency stays informed. Do they follow reputable SEO blogs, attend industry conferences or webinars, or participate in SEO forums? For example, many SEO professionals stay updated by reading sites like Moz, Search Engine Journal, or Google’s own updates. An agency that invests time in training and research is more likely to use up-to-date and effective tactics.
• Ethical practices: An agency that keeps up with algorithm changes is also likely to follow ethical SEO practices (often called “white hat” SEO). They’ll be aware of what techniques are acceptable to Google and which ones could get your site penalized. By asking this, you ensure the agency isn’t using outdated or black-hat techniques that might work briefly but could harm your website in the long run.
• Adaptability: The answer should give you confidence that when Google makes a big change (for instance, a core update that affects rankings or a new trend like voice search), the agency will adjust your campaign strategy accordingly. SEO is not a “set it and forget it” deal – the team should be proactive and ready to pivot strategies to keep your results on track.

Conclusion

For small business owners new to SEO, knowledge is power. By asking these five key questions, you’ll foster a more transparent and productive relationship with your SEO agency. You’ll know exactly what their plan is, how they define success, how they’ll keep you in the loop, what your role is, and how they stay sharp in the ever-changing world of SEO. This empowers you to hold the agency accountable and ensures that both you and the agency are on the same page working toward your business goals. With open communication and the right questions, you can confidently navigate your SEO campaign and watch your online presence grow.