Choose an SEO services company that explains its work, shows relevant evidence and measures enquiries as well as rankings.
Most agencies talk about rankings, organic traffic and ROI on a sales call. Three months later, you can still be paying for reports without knowing what changed on your website.
This guide walks through seven things to check before you hire an SEO company for your business. It also explains how to compare proposals and recognise warning signs before you commit your budget.
Already know what you need? Check out KC Web Design’s SEO packages or get in touch for a free website audit.
What Does an SEO Services Company Actually Do?
An SEO services company helps your website appear higher in Google search results for the terms your customers are searching. That sounds simple, but the work behind it covers a lot of ground.
A good agency will handle three main areas: technical SEO (making sure Google can actually crawl and index your site properly), on-page SEO (optimising your content, headings, meta tags, and internal links), and off-page SEO (building backlinks and your site’s authority). Google’s own SEO starter guide covers the basics if you want to understand what your agency should be doing.
Some agencies also bundle content writing, Google Business Profile management, and monthly reporting.
Here is a quick breakdown of what each area covers.
- Technical SEO fixes site speed issues, broken links, mobile usability problems, and crawl errors
- On-page SEO targets your title tags, meta descriptions, heading structure, and keyword placement
- Off-page SEO builds backlinks from other reputable websites to help search engines discover and assess your pages
- Content strategy plans what topics to write about based on what your customers actually search for
- Local SEO optimises your Google Business Profile and helps you rank in map results
If an agency cannot explain which of these they are doing for you, and why, that is your first red flag.
Seven Things to Check Before You Sign
Picking an SEO company you can trust is a bit like hiring a tradesperson. The best ones are transparent about what they will do, how long it will take, and what you should expect. The dodgy ones talk in circles.
Do They Explain Their Process in Plain English?
Ask them to walk you through what they will actually do in the first 90 days. If the answer is a vague “proprietary strategy” or “we have a secret process,” walk away. A competent SEO professional can explain their approach without jargon.
Can They Show You Real Results for Similar Businesses?
Case studies and client references matter more than testimonials on a website. Ask for before-and-after traffic data from a business in your industry. If they only show you rankings for obscure long-tail keywords nobody searches, that is a problem.
Ask what changed, over which dates, and whether the figures separate organic search from ads. A screenshot showing growth without its starting point or source is difficult to judge.
For example, our Kelpie Plumbing website project started with a business using Facebook and word of mouth. We built a site with service descriptions, local targeting, click-to-call links and a quote form. That case study documents the implementation; it does not establish a measured increase in booked jobs.
What Does Their Reporting Look Like?
Request a sample monthly report before you sign. A good report shows keyword movements, organic traffic changes, backlinks built, and what work was completed that month. A bad report is a PDF with charts you cannot read and no context.
Agree what counts as a useful enquiry before work begins. Ask the agency to show organic enquiries alongside the landing pages bringing visitors in, and to separate searches for your business name from searches by people who do not know you yet.
A phone-button click is not proof of a completed call or a sale. Your report should explain what is tracked, exclude obvious spam where possible, and connect the numbers to changes made that month.
Do They Lock You Into a Long Contract?
A longer contract is not proof of poor work, and a monthly agreement is not proof of quality. Compare the commitment with the proposed work, review points and cancellation terms. Get those terms in writing before you sign.
- Ask what their minimum contract length is
- Ask what happens if you want to cancel early
- Ask who owns the website, content and accounts, and which access or licences end if you leave
- Ask if there are setup fees versus ongoing fees
Keep owner access to your domain, website and reporting accounts. Ask how the agency will hand over its change log, reports and unfinished work if you move providers; a backlink on another publisher’s site is not an asset either party can promise you own.
Who Will Actually Work on Your Account?
Some agencies sell you on a senior strategist in the pitch meeting, then hand you off to a junior who is learning on the job. Ask who your day-to-day contact will be and what their experience level is.
Also ask who implements the recommendations. If your developer must do the fixes, include that time in the budget. Clarify whether ongoing website management covers maintenance only or also includes the development work your SEO plan needs.
How Do They Handle Google Algorithm Updates?
Google records major algorithm updates in its Search Status Dashboard. A good agency monitors these and adjusts strategy when needed. Ask how they distinguish an algorithm update from tracking errors or changes to your site.
What Happens If Rankings Drop?
Rankings fluctuate, so ask how the agency investigates a drop before changing the site. They should check which pages and searches fell, whether tracking still works, and whether recent site changes could explain the loss. Ask for examples of their response to a previous decline.
Red Flags That Should Make You Walk Away
Some SEO companies rely on businesses not knowing enough to spot the warning signs. Here are the ones that should make you reconsider.
- Guaranteed ranking positions. Google’s advice on hiring an SEO warns against number-one guarantees. Ask what a performance promise actually measures and whether it concerns paid ads or organic results.
- Unsolicited scare emails. Ask for a specific example of the alleged problem and how it affects customers before buying an audit or repair.
- No clear deliverables means you are paying for vague “SEO work” with no accountability. You should know exactly what you are getting each month.
- A price without a workable scope. A small fee might cover a narrow task. Check whether the quoted budget actually includes implementation, content and reporting instead of assuming it buys a full campaign.
- They will not show you what they have done. If an agency refuses to share their backlink sources, content changes, or technical fixes, something is wrong.
How Much Should You Pay for SEO Services?
SEO pricing in Australia varies wildly, and that makes it hard to know if you are getting a fair deal. The price depends on your industry’s competitiveness, how much work your website needs, and the scope of services included.
| Compare in each quote | Ask the agency to specify | Why it matters |
|---|---|---|
| Initial work | Audit, tracking setup, priority pages and implementation | An audit alone does not fix the problems it finds |
| Ongoing work | Content updates, technical fixes, outreach and reporting | You can compare what each monthly fee buys |
| Extra costs | Development, writing, tools and whether GST is included | Separate fees can change the total budget |
| Commitment | Minimum term, notice period and handover arrangements | You know the cost and practical steps of leaving |
A plumber in a regional town needs a different scope from a law firm competing in Sydney. Give shortlisted agencies the same goals and ask them to identify the pages they would improve first. Compare their assumptions about enquiry quality and your capacity to take on more work.
Budgeting for a website rebuild as well? KC Web Design’s website design pricing helps you separate the build decision from the ongoing SEO proposal.
Ask for a written scope after the initial discussion. A responsible agency may need to inspect your site before quoting, but you should understand the fee, exclusions and approval process before committing.
What to Expect in the First 90 Days
The first 90 days should give you evidence of work and a baseline for measuring results. Use the sequence below to discuss a plan with your agency. It is an example delivery schedule, not a ranking forecast.
Month 1: Site audit, keyword research, fixing technical issues, setting up tracking. You should receive a detailed report of what they found and their plan to fix it.
Month 2: Implement the agreed on-page work, such as content improvements, meta tag updates and internal linking. Request a list of changed URLs and confirm which recommendations still need developer approval.
Month 3: Review completed work against the baseline and set the next priorities. Check indexation where relevant, search visibility and enquiry tracking; do not assume a ranking increase must arrive by this point.
- Your site’s starting condition affects the work required
- Competition and search demand affect the opportunity
- Delays approving or implementing changes can delay progress
- Results should be reviewed against an agreed baseline, not an arbitrary deadline
If you are three months in and cannot see any data showing what changed, ask questions. “It takes time” without evidence of work is not an answer.
Should You DIY or Hire an SEO Company?
Some business owners try handling SEO themselves before hiring an agency. You need time to learn, implement changes and review the results.
| Factor | DIY SEO | Hiring an SEO Company |
|---|---|---|
| Time required | Time for learning, implementation and review | Delivery managed within the agreed scope |
| Learning curve | Requires ongoing learning | Check the experience of the person doing the work |
| Technical fixes | Some fixes require development help | Confirm implementation is included |
| Content quality | Depends on your writing skills | Confirm writing and revisions are included |
| Link building | Requires relevant contacts or outreach | Ask about their outreach process and relevant contacts |
| Cost | Your time plus any tools or development help | Quoted fee plus any agreed extras |
| Results timeline | Depends on skills and available time | Depends on the site, plan and execution |
If you are a sole trader with more time than money, learning the basics of local SEO for a small business can get you started. But if you are running a business and your time is worth more than the cost of an agency, hiring someone makes sense.
DIY mistakes can create extra work: keyword-stuffed copy, unsuitable backlinks or broken technical changes may need to be undone. If the site itself makes it hard to enquire, ask whether website design services for an easier enquiry process belong in a separate scope alongside SEO.
Questions to Ask During Your First Call
Your first conversation with an SEO agency tells you a lot. Bring these questions and pay attention to how they respond, not just what they say.
- What specific work will you do in months 1, 2, and 3?
- How do you measure success, and how often will I see reports?
- Can I speak to a current client in my industry?
- Who will actually be doing the work on my account?
- What happens if my rankings drop after a Google update?
- What is your minimum contract term, and what is the cancellation process?
- Do I own the content and work you produce if I leave?
An agency that answers these confidently and specifically is worth considering. One that deflects, gets vague, or pressures you to sign quickly is not.
Before signing, get the scope, implementation responsibilities, reporting and cancellation terms in writing.
SEO services company FAQs
What should an SEO proposal include?
Look for the pages and problems being prioritised, the work included, who will implement it and how progress will be reviewed. Ask for exclusions and extra costs in writing so an audit-only proposal is not mistaken for a managed service.
How can I compare two SEO quotes fairly?
Give both companies the same business goals and ask them to explain their proposed scope against those goals. Compare implementation, content approvals, reporting and contract terms before comparing the monthly fee.
Does a small business need local or national SEO?
Choose a scope that matches where you can actually serve customers. Ask the company which local searches, service pages and Google Business Profile improvements it would prioritise, and why national visibility would help if you only operate locally.
How do I check an agency’s case study?
Look for the starting position, measurement dates, work delivered and source of the results. Ask whether paid advertising, a redesign or seasonal demand contributed, and whether the agency can provide a relevant client reference with permission.
What if rankings rise but enquiries do not?
Check whether the new traffic reaches relevant service pages and comes from places you serve. Then test the enquiry process and review what the reporting counts as a conversion; more visibility alone does not tell you whether the work is commercially useful.
Should an agency guarantee a first-page result?
Treat a ranking guarantee as a reason to inspect the terms closely. Ask which searches and locations it covers, how results are measured and what happens if the target is missed; a promise about an obscure phrase may offer little value.
Who should own the SEO accounts?
Your business should retain owner access to its domain, website and analytics accounts. Give the agency the access it needs to work, and document the handover process before the relationship starts.
Will I need a new website before hiring an SEO company?
Ask for evidence that a rebuild is necessary before accepting it as a condition of SEO work. The company should identify the limitations of the existing site and explain whether targeted fixes could address them.
Can I change SEO companies without starting again?
A handover can preserve existing pages, reporting history and useful work. Arrange access, a record of completed changes and outstanding priorities before ending the old agreement, and ask the new provider to assess what already works.
Finding an SEO Company You Can Trust
Choosing an SEO services company comes down to transparency, realistic expectations, and proof of results. Skip the agencies that talk about “secret formulas” and guaranteed rankings. Find one that explains what they will do, shows you what they have done for others, and reports on progress honestly.
At KC Web Design, our Kelpie Plumbing project shows why the enquiry path belongs in the same conversation as search visibility. If you want to discuss the work your site needs, contact KC Web Design about your website and SEO.
