SEO
How do I choose an SEO agency?
Ask what they refuse to guarantee. An honest firm will decline to promise rankings, dates or traffic figures, because none of those are controlled by a vendor. Then ask how they establish a baseline, and whether you keep it if the engagement ends.
Three questions separate a diagnostic firm from a package vendor. First: what is the constraint on our growth — access, relevance, depth or authority — and how did you determine that? A firm that answers before looking is selling a template.
Second: what would you tell us not to do? A proposal with no negative recommendations has not been thought about.
Third: how do you distinguish causal from correlational in your reporting? Brand search rising after an authority programme is real and remains a correlation. A firm that presents everything as caused by its work is presenting a sales document.
Be sceptical of guaranteed rankings, guaranteed AI citations, percentage-of-ad-spend fees and per-article pricing. Each puts the vendor's incentive somewhere other than your outcome.
Commercial · Updated July 2026
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