Good SEO agencies will go beyond just ranking keywords. They should explain how they tie SEO efforts to your specific business goals (e.g., leads, sales, ROI) and what key performance indicators (KPIs) they track (e.g., organic traffic, conversion rates, cost per acquisition). Ask to see sample reports.

SEO is constantly evolving. You need to understand their methodology (white-hat vs. black-hat techniques) and how they adapt to Google's frequent algorithm updates. A reputable agency will emphasize ethical practices and continuous learning.

Past performance is a strong indicator of future results. Look for agencies with a proven track record, ideally with businesses similar to yours. Ask for specific examples of how they've helped clients achieve measurable results and if you can speak with any of their current or past clients.

You want to know if experienced professionals will be managing your SEO or if it will be outsourced to junior staff. Ask about the team structure, their certifications, and how many accounts each team member handles.

Clear and consistent communication is vital for a successful partnership. Discuss preferred communication channels (email, phone, video calls), reporting frequency (weekly, monthly), and what type of insights you'll receive (not just data, but actionable recommendations).

Understand the costs, what services are covered (e.g., technical SEO, content optimization, link building, local SEO), and if there are any hidden fees. Clarify contract terms, cancellation policies, and whether they offer flexible packages or custom solutions.