5 Essential Questions to Ask Your SEO Agency or Subcontractor—And What Answers to Expect
Hiring an SEO agency or freelance specialist can feel like handing over the keys to your online presence, especially when you’re not sure what’s included, how results are measured, or what outcomes to expect. Many small business owners pay monthly for SEO but remain unclear on what work is being done, how it will help their business, or whether the investment is actually paying off.
To ensure you get real value—and transparency—from your SEO partner, here are the 5 most important questions to ask any agency or subcontractor before committing. We’ve also included the best types of answers to expect (and red flags to watch out for).
1. Which SEO Strategies Do You Recommend for My Business, and Why? 🧭
What to listen for:
A good SEO partner will ask about your business goals, industry, target market, and location, then explain which strategies, like local SEO, content creation, link-building, or technical optimization, fit your specific situation.
They should give examples relevant to your business (ex, “For a local restaurant, we recommend Google Business Profile optimization, reviews, and local citations”).
Red flag:
If they propose a generic, “one-size-fits-all” plan (“We add keywords to your site and build links for everyone”) or refuse to tailor recommendations, they may not understand your unique needs.
2. What Metrics Will You Report on, and How Do You Measure Success? 📊
What to expect:
Professional agencies should provide clear Key Performance Indicators (KPIs): organic traffic increases, number of calls/form fills, keyword rankings, local visibility, and—over time—leads or sales.
They should report on these KPIs monthly, explain trends in plain language, and show how these numbers connect to your business goals.
Red flag:
If reports focus only on “vanity metrics” (like impressions or clicks) without tracking conversions or lead quality—be cautious. Ask: “How do you measure real business outcomes, not just traffic?”
3. How Do You Build Backlinks, and Do You Follow Google’s Guidelines? 🔗
What to expect:
Ethical link-building focuses on earning links from high-quality, reputable websites through guest posts, partnerships, directory listings, or PR—not purchasing links or using spammy tactics.
The agency should mention Google Webmaster Guidelines and explain why quality always beats quantity.
Red flag:
If a provider promises a specific number of backlinks (e.g., “100 links per month”), uses automated link schemes, or can’t explain their process, you risk a Google penalty that can tank your rankings.
4. How Long Until I See Results, and What Should I Expect? ⏳
What to expect:
Genuine providers set honest expectations: Most small businesses see noticeable improvements within 3–6 months (sometimes faster for local SEO).
SEO success grows over time and requires consistent effort; quick, guaranteed results are unrealistic.
Red flag:
“Guaranteed first-page rankings in 30 days” or “instant traffic boost” claims are not credible. SEO is dynamic, and no company can guarantee #1 rankings due to factors outside anyone’s control.
5. Can You Share Results or Case Studies From Similar Businesses? 🗂️
What to expect:
Agencies should gladly provide recent case studies or references from businesses like yours, detailing what was done and what results were achieved (traffic, leads, ranking improvements, revenue impact).
Ask for permission to contact references to hear their experience directly.
Red flag:
Vague or outdated examples—or refusal to provide any case studies—suggests a lack of relevant, successful experience.
Bonus: What Exactly Will You Do Each Month? 📋
Get a breakdown of monthly deliverables: technical audits, new content, link-building, local listings, analytics setup, and strategy sessions.
Key Takeaways for Small Business Owners 🔑
Transparency is non-negotiable: Know what your investment pays for—don’t settle for “black box” SEO.
KPIs tied to real business goals are essential—demand monthly reports you can understand.
Ethical, white-hat methods protect your long-term reputation and results.
Realistic expectations: Sustainable SEO takes months, not weeks, but pays off for years.
Proof of success: Solid agencies have track records—ask to see them.
Empower yourself by asking these questions and expecting clear, business-focused answers.
Need further guidance? Download our “SEO Partner Due Diligence Checklist” or book a free 20-minute consultation with ScaleOps-AI to review agency proposals and avoid common traps before signing any SEO contract.
Next Steps:
Bookmark this post as you speak with agencies.
Share with your network—help other small business owners protect their SEO investment!
Confident SEO decisions start with the right questions. Get the answers you deserve—and grow your business with clarity and peace of mind.
