How to Choose the Right SEO Agency: 10 Questions to Ask

To ensure you choose a partner that actually delivers, we have rewritten this guide from the perspective of Nekko Digital, a Honolulu-based digital products studio.

The Cost of Choosing the Wrong SEO Agency

Hiring the wrong SEO partner is one of the costliest errors a local business can make. We have seen companies waste tens of thousands of dollars on monthly retainers, only to find their search rankings decimated by black-hat tactics that take years to repair.

The barrier to entry in our industry is dangerously low, meaning anyone with a laptop can claim to be an expert. While some agencies deliver exceptional, revenue-driving results, others hide behind technical jargon and impressive-sounding reports that mask a total lack of progress. The following ten questions will help you distinguish the true experts from the pretenders.

10 Questions Every Business Should Ask

1. What Is Your Approach to Technical SEO?

A legitimate agency must explain their technical process in specific, measurable terms rather than vague generalities. We always start by auditing the “invisible” infrastructure of a site—crawlability, indexing, and Core Web Vitals—because these are the foundation of all organic performance. Our technical SEO checklist outlines every element a thorough audit should cover.

You should ask them specifically about Interaction to Next Paint (INP). This metric replaced First Input Delay (FID) in 2024 as a critical Core Web Vital, measuring how quickly a page responds to a user’s click or tap. If they cannot explain how they optimize for INP or mobile responsiveness, they are operating on outdated playbooks.

Ask to see a sample audit or a screenshot of a Screaming Frog crawl they performed for another client. This specific tool is an industry standard for technical diagnostics, and their familiarity with it (or lack thereof) is a strong signal of their competence.

2. How Do You Approach Keyword Research and Content Strategy?

Quality agencies build strategies around user intent and topical authority, not just raw search volume. Our team focuses on identifying the specific problems your customers are trying to solve, distinguishing between someone just browsing and someone ready to buy.

For Hawaii businesses, this often means understanding the difference between “visitor” intent and “kamaʻāina” intent. A tourist searching for “best poke near me” needs a very different content experience than a local resident looking for “catering Honolulu.”

Be wary of agencies that prioritize high-volume, generic keywords without considering the competition or conversion potential. For a deeper dive into how we handle this, read our keyword research guide.

3. Can You Provide Case Studies With Verifiable Results?

Case studies should offer more than just a pretty graph; they need to show a direct line to revenue or leads. We insist on showing attribution—proving that a specific lead came from an organic search click rather than a paid ad or social media post.

Ask for the contact information of the business owners featured in their case studies. A reputable agency will happily connect you with past or current clients because they are confident in the relationships they have built.

4. How Do You Measure and Report Success?

A good agency ties their reporting to your actual business goals, such as table reservations, consultation bookings, or product sales. We track specific GA4 (Google Analytics 4) Key Events rather than just “sessions” or “hits,” because traffic that doesn’t convert is vanity.

Metric Comparison: Vanity vs. Value

Metric Type	What It Tracks	Why It Matters (Or Doesn’t)
Vanity Metric	Total Impressions	Shows visibility but doesn’t guarantee anyone visited your site.
Vanity Metric	Keyword Rankings	Ranking #1 for a keyword nobody searches for brings zero value.
Value Metric	Organic Conversion Rate	The % of visitors who actually take action (Benchmark: 2-5% for local services).
Value Metric	Cost Per Acquisition (CPA)	How much you spend on SEO divided by the number of new customers gained.

Monthly reports should be clear, actionable, and free of fluff. Ask to see a sample report to ensure it highlights what truly matters to your bottom line.

5. What Is Your Link Building Strategy?

Link building remains one of the most powerful ranking factors, but it is also where many agencies cut corners. Black-hat link farms and spammy directories can trigger Google penalties that are devastatingly difficult to recover from.

Our strategy focuses on “Digital PR” and local relevance. For a Hawaii-based business, a link from the Hawaii Chamber of Commerce or a mention in a local publication like Honolulu Magazine carries far more weight than 50 links from random, unrelated blogs.

Ask them to name three specific websites where they have successfully secured links for clients in your industry. If they refuse to share their sources or mention “proprietary networks,” treat that as a major red flag.

6. How Do You Stay Current With Algorithm Changes?

Search algorithms shift constantly, and what worked in 2023 may be actively harmful today. We continuously adapt our strategies to account for major updates, such as the rise of AI-driven results.

In 2026, you must ask specifically about Generative Engine Optimization (GEO). This is the practice of optimizing content not just for Google’s traditional ten blue links, but for AI Overviews and answer engines like ChatGPT and Perplexity.

Ask if they are using tools like Glimpse or NeuronWriter to identify trending topics before they peak. Their answer will reveal if they are future-proofing your strategy or just reacting to the past. For more on this, check out our insights on Generative Engine Optimization.

7. What Does Your Onboarding Process Look Like?

The onboarding phase sets the trajectory for the entire partnership. We typically spend the first 30 days conducting a deep-dive audit, setting up tracking, and claiming ownership of essential assets.

The “Non-Negotiable” Ownership Checklist

• Google Business Profile (GBP): You must be the Primary Owner; the agency is a Manager.
• Google Analytics 4 (GA4): You own the account; they get access.
• Google Search Console: You own the property.
• Website Codebase: You have full admin access at all times.

If an agency creates these accounts under their own name and “rents” them to you, run the other way. You are building their asset, not yours.

8. What Is Your Communication Structure?

You need to know exactly who you are trusting with your brand’s digital reputation. We assign a dedicated account strategist to every client, ensuring you have a single point of contact who understands your business history.

Ask if they use modern communication platforms like Slack or Microsoft Teams for quick questions, or if you are relegated to a generic support email. Communication delays can be costly when a technical issue arises or a time-sensitive opportunity pops up.

9. What Happens If We Want to Part Ways?

This question reveals the agency’s ethical standards and confidence. We believe that clients should stay because of results, not because of a hostage situation involving their data or website.

Ask about “vendor lock-in,” particularly regarding your website’s Content Management System (CMS). Some agencies build sites on proprietary platforms that you cannot move, effectively forcing you to start from scratch if you leave. Ensure your site is built on a portable, standard platform like WordPress or Shopify.

10. What Results Can We Realistically Expect, and When?

Honest agencies set realistic expectations based on data, not sales quotas. We typically tell clients that while technical fixes can yield quick wins, substantial organic growth is a long-term investment.

A 2025 study by Ahrefs found that nearly 95% of newly published pages don’t get to the Top 10 within a year. For competitive keywords, you should expect a 6 to 12-month timeline to see significant ROI.

Be skeptical of anyone promising “Page 1 in 30 days.” No one can guarantee specific rankings because the algorithm is owned by Google, not the agency.

Red Flags to Watch For

Beyond the ten questions above, keep an eye out for these immediate warning signs during your evaluation:

• “Secret Sauce” Methodologies: legitimate SEO is based on documented best practices, not magic tricks.
• Guaranteed Rankings: Google explicitly warns against agencies that guarantee a #1 spot.
• Prices Under $1,000/Month: Quality content and technical expertise cost money; cheap SEO is usually automated and ineffective.
• No Content Strategy: Technical tricks alone cannot sustain rankings in 2026; you need high-quality content.
• One-Size-Fits-All Packages: A local restaurant needs a completely different strategy than a construction firm.

What to Expect in the First 90 Days

A well-structured engagement follows a predictable, transparent timeline. We structure our initial phase to build a foundation that supports years of growth.

Month 1: Audit and Strategy

The agency conducts a comprehensive technical audit and competitive analysis. You should receive a detailed roadmap with prioritized action items, including a fix for any critical indexing errors found in Google Search Console.

Month 2: Foundation Building

Technical issues are resolved, and the “plumbing” of the site is fixed. We often focus on optimizing existing content that is underperforming—“low hanging fruit”—to get quicker wins while new content is being developed.

Month 3: Execution and Early Momentum

Content creation is in full swing, and proactive link building has begun. You may see early improvements in “impressions” and keyword breadth, even if traffic hasn’t spiked yet. The agency should present data showing that the needle is moving in the right direction.

Evaluating Long-Term Results

After the initial 90 days, you should evaluate the partnership based on trajectory and communication.

• Are they hitting the deadlines they set for themselves?
• Is organic traffic showing a consistent month-over-month upward trend?
• Are they bringing new ideas to the table, or just executing the same tasks?
• Do their reports clearly connect their activities to your revenue?

The right SEO agency acts as a true partner in your business growth, not just a service provider. A strong organic SEO partner will combine technical expertise with content strategy to deliver measurable results. Take the time to ask these questions and verify the answers. Your business’s digital future depends on it.