Choosing the right SEO agency is one of the most important decisions a business can make for its digital presence. The right agency can increase search visibility, drive organic traffic, and improve conversions, but the wrong one can waste time, drain resources, and even harm your website’s rankings.
With so many SEO agencies making big promises, it’s easy to be drawn in by unrealistic guarantees. Some claim they can deliver first-page rankings in just a few weeks, but no agency can guarantee this, as search engine algorithms are constantly evolving. SEO is a long-term strategy that requires expertise, ethical practices, and ongoing optimisation.
So how do you choose an SEO agency that will actually deliver? The key is to look for transparency, experience, and a strategy tailored to your business goals.
1. Define your SEO goals before you start searching
Before reaching out to an SEO agency, it’s important to understand what you want to achieve. SEO is not a one-size-fits-all service, and different businesses have different priorities. Some need to improve local visibility, while others want to expand into national or international markets. Defining your goals early on will help you assess whether an agency has the expertise to meet your needs.
For example, a local service-based business, such as a plumber or electrician, will need an agency with experience in Google Business Profile optimisation and local SEO. An eCommerce store will require a focus on product page optimisation, technical SEO, and conversion tracking. An enterprise company operating in a highly competitive industry may need an advanced content and link-building strategy to outrank competitors.
A good SEO agency will take the time to understand your business, assess your current search performance, and recommend a strategy that aligns with your long-term goals. If an agency pushes a generic SEO package without learning about your business, that’s a sign to look elsewhere.
2. Look for transparency and proven results
A reputable SEO agency should be upfront about its methods, deliverables, and expectations. Be cautious of agencies that make vague claims without backing them up with real-world case studies, client testimonials, or data-driven reports.
SEO takes time, and while some improvements can happen in the first few months, most businesses see significant growth between six to twelve months. If an agency promises instant results, they are likely using black-hat SEO techniques that could harm your rankings in the long run. Strategies such as keyword stuffing can undo any short-term gains.
Instead, look for agencies that provide clear, evidence-based strategies. They should explain their approach to keyword research, content development, technical SEO, and link-building in a way that makes sense.
Transparency is also crucial in reporting. SEO agencies should provide regular updates on rankings, organic traffic, and conversions, showing exactly how their efforts are impacting your business. If an agency is reluctant to share data or explain their work, that’s a red flag.
3. Understand their SEO techniques and approach
SEO is a multi-faceted discipline, and not all agencies take the same approach. It’s important to ask how they plan to improve your rankings and ensure they follow ethical, white-hat SEO practices.
Technical SEO is a key area that affects rankings, and a good agency should be able to explain how they will improve site speed, mobile-friendliness, and site structure to help search engines crawl and index your pages more effectively. They should also have a strong content strategy in place. Gone are the days of stuffing keywords into low-value pages—search engines reward sites that provide useful, well-written content that answers user queries.
Another essential factor is link-building. Backlinks from reputable sites help boost your domain authority, but low-quality or spammy backlinks can have the opposite effect. A trustworthy agency will focus on acquiring high-authority, relevant backlinks rather than taking shortcuts that could lead to penalties.
For businesses with a physical location, local SEO is critical. If your agency isn’t optimising your Google Business Profile, improving local citations, and refining geo-targeted content, you could be missing out on a significant share of potential customers.
4. Assess communication and reporting standards
SEO is an ongoing process that requires regular monitoring and adjustments. The best agencies provide clear, data-driven reports that outline progress, highlight key performance indicators, and offer insights into what’s working and what needs improvement.
Good communication is key. You should expect regular updates on keyword rankings, traffic growth, and conversion improvements. The agency should assign a dedicated account manager who understands your business and can provide proactive recommendations. If an agency doesn’t offer strategy discussions, performance reviews, or clear explanations, it will be difficult to track progress or measure success.
A good agency will also be realistic about the time frame for results. SEO is a long-term investment, and while some improvements can be seen in the first three to six months, substantial growth takes time. If an agency tries to sell you quick wins, they may not be considering your long-term success.
5. Avoid agencies that offer one-size-fits-all packages
SEO should be tailored to each business. If an agency offers a generic package without first understanding your industry, competitors, and target audience, they’re unlikely to deliver meaningful results.
A well-structured SEO strategy adapts to algorithm changes, industry shifts, and business growth. If an agency takes a rigid, set-and-forget approach, your rankings and traffic could stagnate. The best SEO partners take the time to analyse performance data, identify new opportunities, and refine strategies as needed.
6. Assess their industry experience and specialisations
An SEO agency that has experience in your industry will have a better understanding of the keywords, competition, and customer behaviour relevant to your business.
For example, local businesses benefit from agencies that specialise in Google Business Profile optimisation and location-based search strategies. Ecommerce brands need an SEO agency with expertise in WooCommerce, Shopify, or BigCommerce SEO, while B2B companies require a content-driven approach that targets longer sales cycles and high-value conversions.
If an agency has proven success in your field, they’ll be better equipped to develop a strategy that delivers results.
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7. Invest in a relationship that lasts
SEO is an investment in your business’s long-term success. The right agency will increase your visibility, improve your rankings, and drive qualified leads to your website.
At SIXGUN, we take a data-driven, strategic approach to SEO, helping businesses grow through transparent reporting, ethical SEO tactics, and tailored solutions. If you’re looking for an SEO partner that prioritises real results and long-term success, we’d love to help. SIXGUN provides SEO services in Melbourne, Sydney, Brisbane, Adelaide, Perth and Australia-wide.
Call us on 1300 127 361 or contact us to discuss how we can help your business grow.
