How to Choose the Right SEO Company? A Pro’s Guide to the Process and Checkpoints

Are you struggling with the thought, “I want to leave SEO optimization to the professionals, but choosing a company is difficult…”?

With so many SEO companies out there, many people are unsure about “which company to trust.”

Even with the same SEO services, some companies achieve results with proper techniques, while others may use questionable methods.

If you choose the wrong partner, you might regret it with thoughts like, “I spent money for over a year, but saw no results,” or “Instead of improvement, we lost customer trust.”

This article will explain how to properly select an SEO company.

If you want to partner with an excellent SEO company and succeed in customer acquisition, this article is for you. Please read on.

6 Steps to Choose an SEO Company

First, let’s introduce the 6 steps (ideal process) for selecting an SEO company.

1. Clarify Your Goals and Objectives

To effectively utilize an SEO company, it’s important to clearly define “why you’re doing SEO” (your objective).

By clarifying your goals, you can avoid wasting time and money on unnecessary tasks that won’t lead to results.

However, the goal shouldn’t simply be “to rank first for ‘XX,'” but rather focus on “what you want to achieve by increasing organic traffic.”

Do you want to increase product sales, lead generation, or membership? The true goal should connect directly to revenue, beyond just ranking higher.

Ideally, you should set a sales target like “double the revenue from the website” and break it down into specific numeric goals, such as “need X inquiries per month” and “this requires X pageviews.”

2. Set Your Budget

The selection of an SEO company is based on your “budget.”

Depending on the measures you want to take, the costs for services can vary widely.

If you opt for a major SEO company, the cost may be close to $10,000 per month.

Your budget will determine which companies you can choose from and the strategies that can be employed.

Ensure you allocate a budget to commit to SEO for at least six months to one year.

3. Gather Information About SEO Companies

Here are typical methods to pick up potential SEO companies:

• Get a referral from a trusted acquaintance
• Search for SEO-related keywords on Google

Examples: “SEO”, “SEO company”, “SEO services”, “SEO consulting”, “SEO + conditions (region, industry, price, services offered)” and more.

If you find a promising company, visit their website, service pages, and material pages to gather more information.

Check if they offer services or plans that match your needs and understand what kind of company they are.

It’s also important to check the company’s reputation.

Consult social media and Google Maps reviews to see if “the company is trustworthy” and “whether customers are satisfied with their services.”

4. Meet with the Candidate Companies

Next, meet with representatives from the SEO companies you are considering.

A reputable SEO company will not only explain their services but also take the time to understand your company and website.

If there are any unclear points or concerns, feel free to ask as many questions as necessary until you are satisfied.

If the answers to your questions are vague or unclear, it could be a sign that you should not trust that company.

5. Request a Current Status Analysis

Many SEO companies offer a simple current status analysis or simulation before signing a contract, so consider requesting one.

By having them analyze your current situation, you can check in advance which measures should be taken, why they are necessary, and the expected results.

Additionally, the quality of the SEO company’s output can provide useful insights.

SEO companies may ask for access to your “Search Console,” but before signing a contract, share it with “limited access” (view-only access).

6. Compare Multiple Companies

If you only meet with one company, you won’t be able to fully assess whether their proposal is truly the best option.

Meet with at least 2-3 companies, get quotes, and then decide which company to contract with.

By comparing multiple companies, you can assess whether “the proposed measures are appropriate” and “the pricing is reasonable,” allowing you to spot any discrepancies or issues.

How to Choose an SEO Company: 7 Key Checkpoints

Now, let’s go over 7 key questions and checkpoints that will help you identify a trustworthy SEO company.

Let’s dive into each of these points in detail.

1. Do they have sufficient track record and success stories?

Ask them to provide examples of past achievements and success stories.

These achievements will serve as hints to assess whether they truly possess the know-how for SEO success.

In particular, check the following points:

If they have sufficient experience in the same industry or with similar website types, it indicates a high likelihood of being knowledgeable about SEO for that industry or type of site and achieving results.

When reviewing their achievements, make sure to ask not only for numbers but also for the strategies they implemented and how those strategies led to success.

Since SEO involves various measures, each company may have strengths in different areas.

For example, some companies may excel in “technical measures,” others may be strong in “content creation,” while others may have abundant expertise in “local SEO measures.” There are various specializations.

Make sure to verify whether the SEO company’s expertise aligns with your business goals.

2. Are they interested in your business?

A reputable SEO company will not only focus on search rankings but will also consider how SEO can benefit your business.

Check if the SEO company asks questions like the following:

Reference: SEO Vendors (Agencies, Consultants) | Google Search Central | Documentation

If the SEO company does not show interest in your business, it is a good idea to look for another company.

3. Does their service range align with your needs?

SEO services can vary widely in content and scope depending on the company, so be mindful of this difference.

For example, an “SEO consulting” service might only provide advice, or it might offer full execution of the measures as well.

Similarly, even “content creation outsourcing” services can vary, with some companies providing keyword research and content submission, while others may only handle the content creation itself.

Make sure to clearly understand “who will do what” and the scope of the work involved.

If you are considering a consulting service, ask about the following to clarify the support available:

It is also recommended to ask for sample reports in advance.

4. Does the cost (pricing structure) align with your expectations?

Another important point when selecting a company is “how much will it cost?”

It’s not necessarily the case that “cheaper is better” or “more expensive is better.”

Since pricing can vary based on the site’s size and the strategies being implemented, it is important to understand “what you are paying for and how much” and to compare multiple companies.

There are generally three types of pricing structures for SEO services:

If you are not well-versed in SEO, you might think a “performance-based model” involves less risk, but it’s often better to avoid this model.

This is because many companies under the performance-based model might use unethical means, such as creating fake links, to artificially boost rankings.

Once the contract ends, rankings may drop back, or even if the rankings improve, it may not lead to increased sales. In the worst case, the company may incur penalties from Google, which can be detrimental to your business.

5. Do they explain specific methods and expected results?

• How do they plan to improve search rankings?
• What kind of results can be expected?

Choose a company that can explain these aspects clearly.

Unreliable companies may avoid disclosing their methods or may give vague explanations.

Particularly regarding external measures, if they are unclear about “how” and “where” they will obtain links, it’s best not to proceed with the company.

Also, it’s a good idea to ask for supporting sources to back up the proposed strategies and explain why they will be effective.

For instance, you can ask for references from help pages like Search Console, Google Search Central Blog, or answers from Google employees to back up their claims.

6. Is the person in charge providing attentive support?

The compatibility with the person in charge is extremely important.

This is because, to achieve results with SEO, it is essential to work closely with the person in charge and carry out initiatives over the medium to long term.

Check the following points:

If you don’t feel like you’d want to work with the person in charge in the future, even if the conditions seem good, it’s best to avoid hiring them.

7. Do they offer services beyond SEO?

It’s also important to check whether they can handle other web marketing initiatives beyond SEO.

This is because SEO is only one method of attracting visitors.

Other customer acquisition strategies such as “search advertising,” “social media management,” and “video marketing” might be more effective in achieving your goals.

In many cases, combining multiple acquisition methods can lead to a synergistic effect.

We recommend a company that can provide comprehensive web marketing services.

[Must Check] Refer to Google’s Recommended SEO Company Selection!

Google has published “Tips for Choosing an SEO Provider” in its official documentation.

Some parts overlap with this article, but it will help deepen your understanding. We recommend reviewing it before making your decision.

SEO Providers (Agencies, Consultants) | Google Search Central | Documentation

Characteristics of SEO Companies to Avoid

Some SEO companies use harmful tactics that deceive Google or are even borderline fraudulent.

To avoid such companies, here are the characteristics of SEO companies you should not choose.

1. Companies that guarantee “top rankings”

No one can guarantee top rankings on Google.

Reference: SEO Providers (Agencies, Consultants) – Helpful Guidelines | Google Search Central

Search rankings are determined by Google’s algorithms.

Since the algorithm is not disclosed, there is no method that guarantees top rankings by doing “XX.”

Therefore, it is wise to avoid companies that claim to guarantee rankings.

A good SEO company will explain that rankings cannot be guaranteed through SEO.

2. Companies with many unclear aspects

Avoid hiring companies that conceal information or do not clearly explain their actions.

These companies might be using methods that violate Google’s guidelines.

Make sure to ask questions until all unclear points are resolved.

3. Companies Not Compliant with Google’s Guidelines

Be cautious of companies that do not follow Google’s guidelines.

Violating Google’s guidelines can lead to significant damage to your business.

There is a risk of a sudden drop in search rankings or removal from search results.

For example, the following actions violate Google’s guidelines:

• Placing “gateway pages” full of keywords within the site
• Purchasing links from other sites

Always choose a company that strictly follows Google’s guidelines.

Three Things to Know Before Making a Request

Finally, here are three things you should know before hiring an SEO service.

Let’s go over each one.

1. If You’re Hiring a Pro for SEO, Do It Early

As recommended by Google, if you’re considering SEO services, implement them early on.

Early on means during the creation of a new site or at the time of a site renewal.

The reason is that considering SEO from the outset allows you to design the entire site with SEO in mind, making subsequent efforts more efficient.

2. Choosing a Company Based on “Cheap” Is a No-Go

Don’t choose a company just because it’s “cheap.”

The cheaper the service, the less time the SEO company can invest in the strategies.

As a result, the quality of service will be lower, and it’s likely you won’t see significant results.

If you want valuable strategies, ensure you have a sufficient budget and find a trustworthy company.

3. Familiarize Yourself with the Basics of SEO

Even if you outsource to a professional SEO company, it’s essential to have at least a basic understanding of SEO.

Some malicious companies take advantage of customers’ lack of SEO knowledge.

Without basic knowledge, you won’t be able to judge the quality of the company or the validity of their strategies.

Make sure to familiarize yourself with the basics of SEO.

[Summary] Choose a Trustworthy SEO Company and Succeed in Attracting Customers

When outsourcing SEO, success depends on “which company you hire.”

Don’t just settle on one company—consult multiple companies and get estimates.

Then, hire the company you trust.

When selecting an SEO company, refer to the six steps and seven checkpoints mentioned in this article.