--- tytul: "How to Choose an SEO Agency: Practical Guide" opis: "How to choose an SEO agency? Learn the key questions to ask, service costs and warning signs, so you can pick a proven partner for your site's SEO." adres: https://justidea.agency/en/blog/how-to-choose-an-seo-agency/ serwis: "JustIdea Agency" jezyk: pl zrodlo: automatyczny odpowiednik strony HTML, generowany przy każdym buildzie --- Article # How to Choose an SEO Agency: A Practical Guide How to choose an SEO agency? Learn the key questions to ask, service costs and warning signs, so you can pick a proven partner for your site's SEO. [![Małgorzata Walo](https://justidea.agency/obrazy/gosia-239x300-5734c962.webp) Małgorzata Walo Team Leader SEO](https://justidea.agency/en/author/malgorzata-walo/) 28 June 2024 17 min read 21 sections ![How to Choose an SEO Agency: A Practical Guide](https://justidea.agency/_astro/szablon-9-10-1-ad883a39.CY2yzs6I.webp) SEO Trusted by ![LPP](https://justidea.agency/obrazy/lpp-logo-2-b64d3a02.svg) ![House](https://justidea.agency/obrazy/logo-house-c706eeae.svg) ![Toyota](https://justidea.agency/obrazy/toyota2-1-63c6570a.webp) ![Fame MMA](https://justidea.agency/obrazy/fame-ffb4e0d0.webp) ![Surf Inc.](https://justidea.agency/obrazy/surfinc-91e5b73d.webp) ![LyoFood](https://justidea.agency/obrazy/lyo-cb899d46.webp) ![ExpertSender](https://justidea.agency/obrazy/expert-ca00548d.webp) ![Purinova](https://justidea.agency/obrazy/purinova-217da6ab.webp) ![Mennica Gdańska](https://justidea.agency/obrazy/mennica-98166c12.webp) ![Group IB](https://justidea.agency/obrazy/group-ib-b711171e.webp) ![Smart Kids Planet](https://justidea.agency/obrazy/smart-kids-151311c5.webp) ![SuperSonic](https://justidea.agency/obrazy/supersonic-a35404fe.webp) ![Wierzynek](https://justidea.agency/obrazy/wierzynek-1-d027e7cc.webp) ![RegoBis](https://justidea.agency/obrazy/regobis-a8b446e3.webp) **In this article** 1. 01How to choose an effective SEO agency 2. 02What qualities should a professional SEO agency have? 3. 03SEO agency or an independent specialist? 4. 04Will the agency stay in touch with my business? 5. 05What SEO tools does the agency use? 6. 06How often should SEO reports be sent? 7. 07Is an SEO audit included in the price? 8. 08How long until you see the first results of an SEO campaign? 9. 09Will a competitor analysis be carried out? 10. 10What link-building budget will my SEO campaign need? 11. 11How much do SEO services cost and what's the return on investment (ROI)? 12. 12Do you follow practices compliant with Google's guidelines and those of other search engines? 13. 13Does the SEO agency have client references? 14. 14Can the agency tell me about campaigns that ended in failure? 15. 15What experience does the agency have in local SEO? 16. 16How to choose an SEO agency for an online shop (e-commerce)? 17. 17Does the agency flag any extra costs that could come up over a longer cooperation? 18. 18What are the terms for ending the contract? 19. 19What to consider when choosing an SEO agency: summary 20. 20FAQ: frequently asked questions 21. 21Related services: Share ## How to choose an effective SEO agency **Choosing the right SEO agency** is a key decision that can significantly affect your website's visibility in Google's results. Nowadays, with huge competition online, website optimisation and effective SEO are essential for attracting potential customers. **To choose the best SEO agency**, it's worth paying attention to a few important issues. If you're looking for an SEO agency but don't know what to ask at a sales meeting, we encourage you to read the whole article. Below, we'll show you what to look for when choosing an SEO agency, what qualities a professional agency should have, and which questions to ask to make sure you're working with the right company. ## What qualities should a professional SEO agency have? Want to start work on [**website SEO**](https://justidea.agency/en/services/marketing-agency/positioning-seo/), but don't know which agency and **SEO services** to choose? The experts running your marketing strategy need to be experienced and fully trustworthy. A reliable SEO agency should be defined by experience, reliability and transparency. When choosing an **SEO agency**, above all it's worth looking at the agency's experience in the industry and its list of client references confirming that its work is effective. It's also worth **asking for a portfolio** of past projects and the results achieved in online SEO. **SEO** covers a wide range of work, including content optimisation, building a link profile, improving site structure, and managing visibility in **local search results**. Given how broad the subject is, you need to analyse each offer carefully. In this article, we've covered the most important aspects to consider before making your final choice and starting work with an SEO company. ![Choosing a good SEO agency](https://justidea.agency/_astro/agencja-seo-wybor-1024x683-a3163e40.Bea66ZhO_1YL50d.webp) Choosing a good SEO agency ### What range of services should an SEO agency offer? A professional SEO agency offers a wide range of services, so before you start working together, check whether it covers everything your business needs: technical optimisation, content marketing, link building, local SEO, conversion rate optimisation (CRO) and support for online shops. The broader the range of services, the lower the risk that you'll have to hire additional companies to round out your strategy. ## SEO agency or an independent specialist? Before you start comparing offers from specific companies, it's worth answering a more basic question first: agency or freelancer? An independent specialist can be cheaper, but comes with a risk: one person can't cover every area of SEO (technical, content, link building) to an equally high standard, and if they become unavailable (holiday, illness, a career change), your campaign could grind to a halt. By choosing an SEO agency, you get access to a team of specialists who complement each other, plus continuity of work that doesn't depend on one person. That's exactly why, when working out how to choose an SEO agency, it's worth checking straight away how varied the skills are within the team that will be responsible for your campaign. ### Marketing agency or a specialised SEO agency? Besides choosing between an agency and a freelancer, it's worth considering whether you need a specialised SEO agency or a broader marketing agency that, besides SEO, also handles things like Google Ads campaigns or other marketing channels. A full-service marketing agency with a team of SEO experts lets you run a consistent growth strategy for your business across several channels at once, instead of coordinating several independent providers on the Polish SEO market. ## Will the agency stay in touch with my business? **Regular contact with your SEO agency** is key for effective cooperation. A trustworthy agency will stay in regular contact with your business, keeping you updated on progress and discussing the **plan for the coming months**. It's important that the person responsible for your campaign is available and answers your questions and concerns promptly. When talking to different SEO agencies, ask: - how many meetings will there be each month, and what kind? - who will take part in the meeting? - will the meetings be summarised afterwards? - what will be discussed during them? SEO is a process that requires ongoing contact with the client, so it's very important to make sure the agency will keep you informed about the work being carried out. ## What SEO tools does the agency use? When choosing SEO specialists, it's worth asking about the tools used to run campaigns. A **professional SEO agency** should use advanced tools such as **Google Analytics**, **Google Search Console** and **Ahrefs**. These tools allow for detailed analysis of search results, tracking site traffic, and optimising and verifying [**website visibility**](https://justidea.agency/en/services/marketing-agency/positioning-seo/) in Google search. A professional agency that uses tools properly matched to a given campaign can provide comprehensive SEO service. It's worth checking which tools the agency uses, to make sure **SEO work** is carried out to the highest standard, and that you get all the information you need from analyses quickly and efficiently. ## How often should SEO reports be sent? **SEO campaigns** need thorough analysis to tell you whether the work is effective or needs changing. Regular reporting is an essential part of working with an SEO agency. **SEO reports** should be sent at least **once a month**, so you can track progress and assess how effective the work is. These reports should include detailed information on your site's position in search results, site traffic and optimisation work. ### What do SEO reports include and how are they presented? **SEO reports** should include the most important performance indicators ([**KPIs**](https://justidea.agency/en/services/marketing-agency/web-analytics/)), such as the number of visits, average time on site, bounce rate and rankings for chosen keywords. It's important for reports to be clear and easy to understand, so you can easily assess how effective the SEO agency's work is. The agency should tailor the report to your preferences and needs, so during the initial talks you can point out which points matter most to you in reporting, and whether they'll be monitored on an ongoing basis. ### In what form will the reports be delivered? How an agency presents the results of its work has a significant effect on the reliability and quality of the cooperation. Reports can be delivered in person, remotely (via video calls), or without meetings at all, for example by email. ## Is an SEO audit included in the price? An [**SEO audit**](https://justidea.agency/en/services/e-commerce/ecommerce-seo-audit/) is a basic element of every SEO strategy. It's worth making sure the SEO agency carries out a comprehensive audit of your website, analysing its technical condition, structure, content and links. An audit like this will let you identify problems and pinpoint the areas that need optimising. **In-person meetings**, while time-consuming, allow for direct communication and a detailed **analysis of results**, which can help you understand the [**strategy**](https://justidea.agency/en/services/advertising-agency/business-strategy/) **and SEO work** more deeply. **Remote report presentations**, held over video calls, combine the benefits of personal contact with the convenience of not needing to be physically present, which can be an ideal solution for companies with distributed teams. **Reporting without meetings**, on the other hand, where results are sent by email, requires the agency to take extra care over how clear and detailed the reports are. Reports like this should be transparent and easy to understand, so the client can assess the effects of SEO work on their own. An SEO agency's reliability shows in how its reports are prepared and presented. An agency that offers **various ways of delivering reports** and is flexible about matching the client's preferences is usually more professional. This has a positive effect on the quality of the cooperation, because it lets the client choose the most convenient form of communication and guarantees regular access to key information about the SEO campaign's progress. ### What do SEO audits include and how are they presented? An **SEO audit** should include a detailed technical analysis of the site, an assessment of content from an SEO perspective, a link analysis and optimisation recommendations. This audit should be presented as a report that clearly shows which steps to take to improve the site's visibility in search results. Most agencies start the cooperation with a report that allows them to plan the strategy and work for the following months. ## How long until you see the first results of an SEO campaign? **How long it takes** for the first **results of an SEO campaign** to show depends on a few key factors. Above all, keep in mind that search engine optimisation is a long-term process. Changes you make need to be indexed by search engines, which can take anywhere from a few days to a few weeks. The first noticeable changes in a site's visibility can appear as early as **3 to 6 months** after starting SEO work. That said, significant and lasting results usually show up after **6 to 12 months**. It's important for the SEO agency to regularly monitor progress and provide reports that let you track which activities are paying off and what adjustments are needed. Remember that SEO is an investment in your website's long-term growth and in improving its visibility in search results. Patience and ongoing cooperation with professionals are key to achieving your goals. ## Will a competitor analysis be carried out? [**Competitor analysis**](https://justidea.agency/en/services/marketing-agency/positioning-seo/) is an important part of an SEO strategy. The agency should carry out a detailed competitor analysis to identify what other companies in your industry are doing and which keywords they're using. This makes it possible to develop an effective SEO strategy. **Keywords** should be clearly presented by your campaign manager, along with an explanation of why they're worth using in the campaign. When choosing an SEO agency, pay attention to whether you'll get keyword monitoring in the report that you can check at any time. ### Has the agency run SEO campaigns for other clients in my industry? It's definitely worth asking whether the SEO agency has experience working with clients in your industry. Working in specific market sectors requires understanding unique challenges, needs and consumer behaviour. An agency that has already worked with companies in your industry will have a better understanding of the market and can also demonstrate: - knowledge of choosing **keywords** suited to a specific industry and services; - a better understanding of competitors in that sector; - running effective content marketing strategies; - technical optimisation tailored to the industry; - effective **budget management**; - credibility and trust built on documented results. ### Can I get a sample keyword analysis for my industry? A sample [**keyword analysis**](https://justidea.agency/en/services/marketing-agency/positioning-seo/) can help you **assess the competence and experience** of SEO specialists. Ask the agency to show you a sample **keyword analysis** for your industry, to see which keywords matter most and what potential significance they have for your site's visibility online. ## What link-building budget will my SEO campaign need? A link-building budget is an important element of every campaign. Before signing a contract, you should work out what **link-building budget** you'll need to reach your intended **goals**. A well **planned budget** allows for effective link profile building, which is decisive for a site's visibility in search results. It's also worth finding out how the budget amount was determined, and on what basis the **number of links for the campaign** in a given month will be chosen. ## How much do SEO services cost and what's the return on investment (ROI)? SEO service prices can vary widely depending on the scope of the work, how competitive the industry is and the campaign's goals. A low price doesn't always mean a good offer: a package that's too cheap can come with a limited scope of work. Instead of focusing purely on price, it's worth looking at SEO in terms of return on investment (ROI). Unlike paid campaigns, organic traffic built up through SEO works long-term, without you having to pay for every single click. An agency can estimate what growth in visibility and traffic you can expect for a given budget: [check our price list too](https://justidea.agency/en/pricing/#pozycjonowanie), to have a point of reference. ## Do you follow practices compliant with Google's guidelines and those of other search engines? Compliance with **Google's guidelines** and those of other search engines is a key issue when choosing an **SEO agency**. Make sure the agency follows practices compliant with the guidelines, to avoid the risk of search engine penalties that could hurt your site's visibility. Some **SEO agencies** may use risky techniques that violate Google's guidelines (so-called [**black hat SEO**](https://justidea.agency/en/services/marketing-agency/positioning-seo/)). If such practices lead to penalties on your site, the cost of fixing the issue and getting the penalties removed can be high. It's important to make sure the agency uses only ethical methods that comply with Google's guidelines. ## Does the SEO agency have client references? **Client references** are one of the most important things worth checking when choosing an SEO agency. References prove that the agency has experience and is reliable and effective at delivering SEO work. It's worth examining them carefully, to be confident you're working with a professional company. ![Client references for an SEO agency](https://justidea.agency/_astro/agencja-seo-opinie-1024x275-3f0c842d.CT6dqpO9_2syKAc.webp) Client references for an SEO agency ### Why are client references so important? References prove that a given SEO agency has **achieved success** working with other clients. Positive reviews and recommendations show high-quality service and effective optimisation work. **SEO agencies** that are happy to share their clients' references show that they're transparent and have nothing to hide. Being open about client feedback shows professionalism and honesty. On top of that, **references** also let you assess whether the agency has experience working with companies in your industry. This lets you find out whether the specialists running a given campaign understand the specifics of the market and can adapt their work to the client's specific needs and expectations. ### What should you look out for when reviewing references? Below you'll find a few of the most important things worth checking when reviewing a marketing agency's references: - **quality of references**: good references should include information about which goals were achieved, what work was carried out and what the results of the cooperation were. - **variety of clients**: check whether the SEO agency has references from clients across many sectors. A varied client base shows the agency's flexibility and its ability to adapt strategies to different requirements. - **contact with reference-givers**: if possible, ask the agency whether you can contact their reference-givers. Talking directly to the agency's clients can give you extra, valuable information about the cooperation and how the agency works. - [**case studies**](https://justidea.agency/en/case-studies/): many SEO agencies publish case studies on their websites. These are detailed descriptions of projects that show what work was carried out and what results were achieved. ![References for JustIdea](https://justidea.agency/_astro/rekomendacje-justidea-1024x564-0338fd38.BxD572pS_y6aib.webp) References for JustIdea ## Can the agency tell me about campaigns that ended in failure? A question like this might seem surprising, but it's extremely important. A good SEO agency will be able to talk about the campaigns it delivered successfully, but also about the ones where it didn't manage to hit the goals that were set. **An open and honest answer** to this question shows the agency's transparency and its willingness to learn from failures. An agency that can **admit its mistakes** and explain in detail what steps it took to fix them is probably more experienced and professional. Understanding the reasons behind failures and how to deal with them shows that the agency is focused on continuously improving its services and avoiding the same mistakes in the future. What's more, **SEO agencies** that aren't afraid to talk about their failures tend to be more **authentic and trustworthy**. So asking this question can help you make a more informed choice of marketing agency, one that's not only effective but also honest and transparent in how it works. ## What experience does the agency have in local SEO? **SEO campaigns** can take different forms. If you care about ranking in a specific city or region, when choosing an agency pay attention to the **local work** it has carried out for other clients so far. During the initial talks, while setting the terms of cooperation, ask about its experience in local SEO and how effective it's been. Experience in [**local SEO**](https://justidea.agency/en/blog/local-seo-guide/) means the agency knows how to [**optimise Google Business Profiles**](https://justidea.agency/en/services/marketing-agency/google-business-profile/)[,](https://justidea.agency/en/services/marketing-agency/google-business-profile/) which is crucial for visibility in Google Maps results and local queries. Experience in local SEO also includes the ability to create and optimise content aimed at the local community. The agency should be skilled at selecting keywords and phrases that are popular in a given region, and know how to use them effectively in website content. ## How to choose an SEO agency for an online shop (e-commerce)? SEO for an online shop is different from SEO for a business card website or a blog. A large number of product and category pages requires a different approach to site structure, product feed optimisation and managing the indexing of thousands of URLs. When choosing an SEO agency for e-commerce, ask about its experience working with the shop platforms you use (e.g. PrestaShop, Shopify, WooCommerce), and how it approaches integrating SEO with Google Merchant Center and Shopping campaigns. If you're looking for comprehensive support, see what our [online shop support](https://justidea.agency/en/services/e-commerce/) looks like, or check how other companies [increased sales in their online shop](https://justidea.agency/en/blog/how-to-increase-sales-in-your-online-shop/). ## Does the agency flag any extra costs that could come up over a longer cooperation? When working with an SEO agency, it's worth paying particular attention to potential extra costs that could come up during SEO work. Transparency and honesty about costs are key to a smooth, productive cooperation. An agency experienced in **local SEO** will also know how to create and optimise content that's relevant to local audiences, which increases the chances of engaging the local community. Understanding the specific needs and behaviour of local users allows for a more personalised approach, which can translate into better campaign results down the line. ## What are the terms for ending the contract? The terms for ending the contract are an important part of working with an SEO agency. Make sure you know all the terms for ending the contract, so you can wrap up the cooperation without problems if you need to. Ask about the notice period and any other aspects worth knowing before signing a cancellation. Make sure your company won't face any charges if you cancel the SEO campaign. ## What to consider when choosing an SEO agency: summary Choosing the right agency for website optimisation is a key step that can decide your company's success online. SEO is a process that requires specialist knowledge and experience, so it's worth taking the time to carefully review the offers available. Every SEO agency works differently in terms of planning, goals, SEO techniques and tools. Work out whether you're choosing an agency for local SEO or general SEO. Get to know the SEO strategy, the plan for the coming months and the specialists you'll be working with. Choosing the right [**marketing strategy**](https://justidea.agency/en/services/marketing-agency/marketing-strategy/) and the SEO specialists responsible for running it is the key to your company's success online. ## FAQ: frequently asked questions **How much do SEO services cost?** Prices depend on the scope of the work, how competitive the industry is and the campaign's goals, so it's hard to talk about a single universal rate. It's worth asking for a quote tailored to your situation instead of just comparing price lists. **Is it worth choosing a freelancer instead of an SEO agency?** A freelancer can be a cheaper option to start with, but an agency gives you access to a team of specialists and continuity of work that doesn't depend on one person, which matters for a long-term strategy. **How to choose an SEO agency for a small business?** It's worth paying attention to how flexible the offer is, experience with businesses of a similar size, and clear reporting, since small businesses often need a more personalised approach than large corporations. **Does an SEO agency need experience in e-commerce?** If you run an online shop, definitely yes. Check whether the agency understands the specifics of e-commerce platforms, product feed optimisation and Google Merchant Center integration. **How long until I see results from working with an SEO agency?** The first changes in visibility usually appear after 3-6 months, with lasting results after 6-12 months: SEO is a long-term process, not a one-off action. **Is a cheaper SEO agency a worse choice?** Not necessarily, but a low price should raise a red flag: ask exactly what's included in the scope of work for that price and compare it with competitors' offers, instead of going purely by the amount. ## Related services: - [SEO services](https://justidea.agency/en/services/marketing-agency/positioning-seo/) - [Google Business Profile management](https://justidea.agency/en/services/marketing-agency/google-business-profile/) ![Małgorzata Walo](https://justidea.agency/obrazy/gosia-239x300-5734c962.webp) Written by [Małgorzata Walo](https://justidea.agency/en/author/malgorzata-walo/) Team Leader SEO Have a question about this article? Write to us. Want this in your business ## Let's turn this knowledge into results in your store 30 minutes about your numbers. The call starts with someone from sales, and we bring in the channel specialist once we get into the details. The call is free of charge. Book a call about your numbers [See how we do SEO](https://justidea.agency/en/services/marketing-agency/positioning-seo/) Client reviews ## Ratings of the agency that runs this blog Clients gave them after working with us, and you can read each one on the site where it was posted. They cover the work of the whole agency, not this one article. 4.96 / 5 weighted average of 224 reviews across three platforms [Read the reviews](https://justidea.agency/en/justidea-reviews/) [![Google](https://justidea.agency/assets/logo-google.svg) 4.97 / 5 156 reviews on our Google Business Profile](https://www.google.com/search?q=JustIdea+Agency+Krak%C3%B3w+opinie)[![Facebook](https://justidea.agency/assets/logo-facebook.svg) 5.0 / 5 33 reviews on our Facebook page](https://www.facebook.com/justidea.agency/reviews)[![Clutch](https://justidea.agency/assets/logo-clutch.svg) 4.9 / 5 35 B2B reviews, each verified in a call with the client](https://clutch.co/profile/justidea-agency) Statuses awarded by the platforms: PrestaShop Expert ★★★, Google Premier Partner 2025, Meta Business Partner, Microsoft Advertising Elite Partner 2025. [All certificates and awards](https://justidea.agency/en/our-awards/) Read on ## See also [SEO 15 May 2026 Brand Mentions in AI Search: How to Turn Citations Into Real Traffic in 2026 Wiktoria Podorska](https://justidea.agency/en/blog/brand-mentions-ai-search-traffic/)[SEO 30 April 2026 5 GEO Pillars: Brand Visibility in AI Search in 2026 Małgorzata Walo](https://justidea.agency/en/blog/5-geo-pillars-brand-visibility-ai-search/)[SEO 22 April 2026 Content Recycling for AI: How to Refresh Old Articles in 2026? Wiktoria Podorska](https://justidea.agency/en/blog/content-recycling-for-ai-refreshing-old-articles/) Contact ## A conversation about your numbers: 30 minutes The call is led by a new business specialist. When we get into the details of an account, the specialist for that channel joins in. We reply within one business day. A quick review of your tracking and campaignsThree priorities for the next quarterA written summary that stays with you Before the meeting we review your website, your visibility and what your campaigns show from the outside. We will not open with “so, what does your company do?”. [4.96 224 reviews](https://justidea.agency/en/justidea-reviews/) What happens after you send it 01 within 1 business day ### We reply to your email The reply comes from the same new business specialist who will run the call. No qualification form and no call from an unknown number. 02 this week ### A 30-minute conversation We go through your numbers and your questions. If it turns out we are not the right fit, we will tell you straight away.