How to choose an SEO provider

Points to check

• A useful first discussion should identify the current site’s main obstacles and the searches that matter to your customers. Be wary of a fixed package proposed before anyone has reviewed the site.
• Ask who writes or edits pages, who implements technical changes and how completed work will be visible to you. Reports should connect actions to relevant enquiries or sales.
• Clarify the contract length and the handover of data, accounts and content if you later change provider.

Start with the brief

Write down the business outcome you need, the people you want to reach and any practical constraints. This makes it easier to judge whether a suggested service or platform is appropriate.

Start with a diagnosis of your current site and the searches that matter to your customers.

Compare the work, not just the headline

Ask providers to describe the deliverables, who will do the work, what they need from you and when the result will be reviewed. A written proposal should distinguish included work from optional extras.

• Technical and content review
• Search intent and page improvements
• Measurement and ongoing recommendations

Questions worth asking

• What will happen in the first 90 days?
• Which work is included each month?
• How will leads and useful traffic be measured?

Ask for priorities, sample reporting and a clear explanation of work included each month.

Make a fair comparison

Use the same brief for each provider, request any missing details in writing, and consider ownership and ongoing support alongside price. You can use the free worksheet to record the answers.