How to choose an SEO company: questions to ask and red flags
Hiring the wrong SEO provider costs months you can't get back. Use this checklist to compare companies, consultants and freelancers, and spot the warning signs before you sign.
The short answer
Choose an SEO company that explains its methods clearly, follows Google's guidelines, shows relevant past work, measures results in leads rather than vanity metrics, and leaves you owning all of your accounts. Avoid anyone who guarantees rankings: Google says "No one can guarantee a #1 ranking on Google." Ask the 12 questions below and compare the answers.
LG
Written by Latisha Gray, founder of Growth Rankers. Former Head of SEO at State Affairs, with SEO roles at CNN and Vox Media. Last updated
What Google says about hiring an SEO
"No one can guarantee a #1 ranking on Google."
Be wary of anyone claiming a "special relationship" with Google or offering "priority submit" to Google.
Be wary of unsolicited emails about your search listings and of providers who won't explain what they do.
Source: Google Search Central, "Do you need an SEO?" (updated June 2026).
Why "guaranteed SEO" is a warning sign
Searches for "guaranteed SEO" are common, and it's easy to see why: you want certainty before you spend money. But no provider controls Google's rankings, and AI answers vary from one search to the next. When a company guarantees results, check what's actually promised. Common patterns:
Rankings for keywords nobody searches. Ranking #1 for a phrase with no search volume is easy, and worthless.
"Guaranteed traffic" that doesn't specify where it comes from or whether those visitors could become customers.
Refund guarantees with conditions that are hard to meet.
A trustworthy provider gives you a realistic range, explains what it depends on, and tells you how progress will be measured. That's less exciting than a guarantee, but it's honest.
12 questions to ask, and what good answers sound like
#
Question
A good answer
1
Can you show examples of previous work?
Specific examples with real results and context, not just logos
2
Do you follow Google Search Essentials?
Yes, and they can explain how
3
What results do you expect, and in what timeframe?
A realistic range with reasons; no guarantees
4
What's your experience in my industry and area?
Relevant experience, or an honest explanation of how they'll learn your market
5
How long have you been doing SEO?
A clear answer about the people doing the work, not just the company
6
How will we communicate, and will you share every change?
Regular updates and full visibility into what's changed
7
Who will actually do the work?
Named people and their experience
8
What will you do in the first 90 days?
A prioritized plan based on an audit of your site
9
How will you measure success?
Leads, calls or sales from search, plus rankings for searches that matter
10
Who owns the website, accounts and data?
You do; they work with access you grant
11
What are the contract terms and how do I cancel?
Clear term, reasonable notice, no surprise auto-renewal
12
How do you handle AI search like ChatGPT and Google AI Overviews?
A grounded answer based on evidence, with no "secret" tactics
Questions 1 through 6 come from Google's own guidance on hiring an SEO. The rest cover what most often goes wrong after you sign.
Red flags
Guaranteed rankings or traffic
Claims of a "special relationship" with Google or "priority submit"
An unsolicited email or call saying your site has "critical errors"
Secret methods they won't explain
Reports full of rankings but no leads
The agency registers your domain or Google accounts in its own name
Very long contracts with automatic renewal and long cancellation notice
Contract checklist
Before you sign, confirm in writing:
The specific work included each month or in the project
How and how often results will be reported
The contract length, renewal terms and cancellation notice
That you own your domain, website, Google Business Profile, Google Analytics, Search Console and any content created for you
That the provider uses access you grant (as a user or manager), not your passwords
We encourage you to ask us all twelve. In short: every engagement starts with a personal audit, you work directly with Latisha Gray (former Head of SEO at State Affairs, with SEO roles at CNN and Vox Media), we follow Google's guidelines, we don't guarantee rankings, results are measured in leads, there are no long lock-in contracts, and you own all of your accounts and data. Start with a free SEO consultation.
Sources
Google Search Central, "Do you need an SEO?" (updated June 2026): developers.google.com
No one can guarantee rankings. Google's own guidance on hiring an SEO says "No one can guarantee a #1 ranking on Google." Some providers guarantee rankings for obscure keywords nobody searches, or offer refunds with strict conditions. Ask what exactly is guaranteed, for which searches, and what happens if it isn't met.
What questions should I ask an SEO company?
Start with Google's own list: ask for examples of previous work, whether they follow Google Search Essentials, what results they expect and in what timeframe, their experience in your industry and area, how long they've been in business, and how they'll communicate and share changes. Then ask who does the work, how results are measured, and who owns your accounts.
Should I hire an SEO consultant, agency or freelancer?
An agency suits businesses that need a lot of execution. A freelancer can be cost-effective for defined tasks. A senior consultant or fractional SEO lead suits businesses that need strategy and oversight from an experienced person. The right choice depends on your budget, your team and how much you need done.
How long should an SEO contract be?
Long enough to see results, since SEO usually builds over months, but with clear cancellation terms. Be cautious of long minimum terms combined with automatic renewal and long notice periods. Make sure you can leave and keep all of your accounts and data.
What should an SEO report include?
What was done, why, and what changed: leads, calls or sales from search, rankings for searches that matter to your business, traffic trends, and next steps. Reports that show only rankings for terms nobody searches aren't telling you much.
Ask us all 12 questions.
Book a free SEO consultation and put Growth Rankers through this checklist. You'll get straight answers, a personal audit of your site, and no pressure.