How to hire an SEO agency?

In today's competitive digital environment, SEO (Search Engine Optimization) is no longer a "luxury" but a strategic necessity for companies wishing to increase their online presence, attract qualified customers and, above all, convert leads into sales.

Mastering the complexities of SEO requires more than just superficial knowledge or a few basic practices: it requires experience, dedication and an ongoing strategic approach. That's why many companies choose to hire an SEO agency specialised. brings with it a team of trained professionals and advanced tools to drive concrete results.

But as with any strategic decision, choosing the right agency can be challenging. There is a wide variety of options on the market, from freelancers and small consultancies to large agencies with robust portfolios.

Each one promises impressive results, but how do you assess which one is ideal for your business needs? And, even more importantly, how do you ensure that the agency you choose is aligned with your objectives and can offer a return on investment that justifies the cost?

In this guide, we'll explore all the essential aspects to help you make the best decision. From defining your objectives to the critical questions you should ask before signing a contract, this article is designed to clear up any doubts and provide you with the tools you need to make a safe and strategic choice.

Why consider hiring an agency specialising in SEO?

If you're a marketing manager, you've probably realised that SEO is much more than keywords and links. It's a meticulous job involving technical analysis, a deep understanding of search algorithms and a strategic vision to align optimisation efforts with business objectives.

In this context, having a specialised agency can be the difference that separates an average campaign from truly expressive results.

An SEO agency brings a multidisciplinary team that includes content specialists, on-page and off-page optimisation technicians, and data analysts, all working together to maximise your site's visibility on search engines.

In addition, these agencies keep up with the constant updates to the algorithms of Google and other search engines, ensuring that your company is always one step ahead of the competition.

Hiring an agency also frees up your in-house team to focus on other priorities, while specialists take on the challenge of increasing your online relevance.

More importantly, it offers a data-driven approach, with regular reports demonstrating progress and results achieved, providing transparency and certainty for your strategic decisions.

With that in mind, let's break down how to identify the ideal agency and the key steps to ensure you get the maximum return from this partnership.

What is an SEO Agency?

Before diving into the details of how to choose the ideal agency, it's essential to understand the role it plays in the success of your digital strategy. An SEO agency is much more than just a service provider. It is a strategic partner that uses technical, creative and analytical expertise to improve your brand's visibility on search engines, connect your company with the right audience and ultimately generate measurable results.

Definition and Main Functions of an SEO Agency

An SEO agency specialises in strategies to optimise a company's online presence. Its main functions include:

• Technical analysis of the site: detailed audits to identify problems that could jeopardise search engine performance, such as loading speed, indexing errors and URL structure.
• Keyword research: identifying strategic terms that have the potential to attract qualified traffic to your site.
• Creation of optimised content: developing materials that meet the public's search intentions and are in line with Google's recommended practices.
• Link building: building a network of quality backlinks that strengthen your site's authority.
• Monitoring and analysing performance: continuous monitoring of the results obtained, with constant adjustments to improve SEO metrics.

The Difference Between In-House and Outsourced SEO

A common question among marketing managers is whether to invest in an in-house SEO team or hire a specialised agency. Both options have advantages and disadvantages, but it's essential to understand the differences in order to make the right decision.

• In-House SEO:
  • Advantages:
    • Total control over strategies and processes.
    • A team dedicated exclusively to your business.
  • Disadvantages:
    • High cost of hiring, training and specific tools.
    • Difficulty keeping up with rapid and frequent changes in search engine algorithms.
• SEO agency:
  • Advantages:
    • Immediate access to a team of experts with experience in different niches.
    • Advanced tools already included in the cost of the service.
    • Greater ability to adapt quickly to market trends and changes.
  • Disadvantages:
    • The need to choose a reliable and qualified agency.
    • Dependence on an external supplier to implement strategies.

By outsourcing SEO to a specialised agency, you are hiring a team ready to deal with complex challenges and bring innovation, often at a more competitive cost than building an in-house team. However, it is crucial to select the agency well to ensure that it understands your objectives and is committed to long-term results.

Now that you understand the fundamental role of an SEO agency, in the next topic we'll cover the benefits it can bring to your business, helping you to assess whether this is the best strategic choice for your company.

Benefits of Hiring an SEO Agency

Investing in hiring an SEO agency goes far beyond just outsourcing a technical function: it's about leveraging the growth of your business through a well-crafted digital strategy. Below, we explore the main benefits that an SEO agency can bring to your company, especially in the context of a marketing manager looking for consistent and measurable results.

1. expertise and up-to-date knowledge

The world of SEO is dynamic, with constant changes in search engine algorithms and digital consumer trends. A specialised agency has teams that are trained and up-to-date on the best practices in the market. This ensures that your strategies are always in line with the latest guidelines, avoiding penalties and taking advantage of the latest opportunities.

• Practical example: Updates such as Google Core Web Vitals can have a direct impact on your site's ranking. An SEO agency will already be prepared to adjust your strategy to these changes.

2. Saving Time and Resources

For marketing managers, time is a valuable resource. Managing an in-house team or trying to master the complexities of SEO can consume energy that could be devoted to other priorities. With an agency, you get a partner who takes on this responsibility, while your team focuses on strategic and creative tasks.

• Direct impact: An agency brings ready-made tools and methodologies, eliminating the need for heavy initial investments in software and training.

3. Personalised Strategies and Measurable Results

Every business is unique, and SEO should reflect that. A good agency doesn't offer generic solutions, but a personalised approach based on in-depth analysis of your market, competition and target audience. In addition, frequent reports allow you to monitor the impact of actions and the ROI (return on investment) generated.

• KPI's (performance indicators) that you can expect:
  • Increase in qualified organic traffic.
  • Improved ranking of strategic keywords.
  • An increase in the site's conversion rate.

4. Long-term strategic vision

An SEO agency understands that results are not immediate, but are built up over time. With this in mind, they help you create scalable strategies that generate continuous and sustainable value for your business.

• Example: While a paid media campaign can generate instant traffic, SEO builds lasting authority and relevance, reducing your dependence on adverts in the long term.

5. Advanced Tools and Resources

SEO agencies use cutting-edge tools to carry out technical analyses, monitor competitors and identify growth opportunities. Software such as SEMrush, Ahrefs and Google Analytics are expensive and complex for small or medium-sized companies to manage in-house, but they are included in an agency's service.

6. Risk Mitigation

Many businesses that try to carry out SEO on their own end up making mistakes, such as black hat practices (techniques that violate Google's guidelines) or technical optimisation failures. These mistakes can lead to severe penalties from search engines. An experienced agency significantly reduces these risks, ensuring that strategies are safe and effective.

7. Alignment with Business Objectives

When you work with an SEO agency, you're not just hiring a series of services; you're creating a strategic partnership. The agency helps you align your SEO efforts with your company's overall objectives, whether they be increasing brand awareness, generating leads or improving sales conversion.

In the next topic, we'll cover how to identify the right time to hire an SEO agency, helping you to assess whether this is the right decision for the current stage of your business.

When is the Right Time to Hire an SEO Agency?

Knowing how to identify the ideal time to hire an SEO agency is crucial to maximising results and avoiding wasting resources. Not every company is at the right stage to invest in a partnership of this kind, and understanding whether this decision makes sense for your business can save time and money, as well as directing efforts strategically. Below, we detail the main signs that indicate it's time to seek specialised help.

1. Your Online Presence Isn't Generating Results

If your company already has a website, but it's not generating qualified traffic, leads or sales, it's a clear sign that something is missing. A visually appealing website is not enough if it is not aligned with SEO practices. An agency can diagnose structural and content problems that are preventing your site from reaching the right audience.

• Example: Does your website appear on the 3rd or 4th page of Google results? That means your organic visibility is practically non-existent.

2. You're Entering a Competitive Market

If your company is expanding into a new market or segment where competition is fierce, relying on an SEO agency can be an advantage. Specialised agencies have experience in analysing competition and can help you find strategic opportunities to stand out.

• Direct impact: Identifying high-intent keywords that your competitors are using and adapting your strategy to compete more effectively.

3. You Don't Have a Specialised Internal Team

For many companies, setting up an in-house SEO team is unfeasible, both in terms of costs and time. SEO requires a combination of technical, analytical and creative skills, which can be difficult to bring together in a single professional. By hiring an agency, you gain immediate access to a multidisciplinary team without the challenges of recruitment and training.

• Additional benefit: Flexibility to adjust SEO services according to business needs, without the fixed costs associated with an in-house team.

4. Your Marketing Team is Overloaded

Marketing managers often deal with multiple demands: paid campaigns, social media, content, branding and much more. Incorporating SEO into this list without support can lead to underwhelming results. With an agency, you redistribute tasks and ensure that SEO is given the attention it deserves.

• Warning sign: You realise that SEO initiatives are constantly postponed for lack of time or resources.

5. You Need to Justify ROI in Digital Marketing

An SEO agency can help you justify investments in digital marketing with clear data and robust reports. If your company is looking to prove the value of digital strategies to stakeholders or leaders, relying on an agency that provides metrics and concrete results is essential.

• KPIs that can be delivered by the agency:
  • Increase in organic visits.
  • Reduction in cost per lead (CPL).
  • Improved conversion of leads into sales.

6. You're Planning a Website Redesign or Launch

SEO should be integrated into the planning from the start of a website redesign or launch project. Many companies make the mistake of ignoring SEO at this stage, which can result in significant drops in traffic after the change. An agency ensures that factors such as site architecture, content optimisation and redirects are taken into account.

• Problem prevention: Avoid losing positions on Google due to technical errors during the transition.

Knowing how to identify these signs and acting at the right time can make all the difference to your company's success in the digital environment. In the next topic, we'll go through a practical step-by-step guide to help you choose the ideal SEO agency for your needs.

Steps to Choosing the Right SEO Agency

Hiring the right SEO agency is a strategic decision that can significantly boost your business's digital performance. However, with so many options on the market, the selection process can seem challenging. To make your decision easier, we've created a detailed step-by-step guide that will walk you through each stage, from defining your objectives to finally analysing the proposals you receive.

1. Define Your Objectives and Budget

Before you start looking for an SEO agency, it's essential to be clear about what you hope to achieve. What does your company need right now?

• Examples of common objectives:
  • Increase the site's organic traffic.
  • Improve ranking for strategic keywords.
  • Generate more qualified leads.
  • Reduce the cost per acquisition (CPA).
• Practical tip: Set clear goals, such as "increase organic traffic by 30% in the next 6 months". Also, determine how much you are willing to invest, considering the expected ROI.

2. Research and Compile a List of Potential Agencies

With your objectives in mind, start researching agencies that can meet them.

• Where to look for references:
  • Referrals from other professionals or companies.
  • Google searches for terms such as "best SEO agency".
  • Professional networks such as LinkedIn.
• Assessment criteria:
  • Solid online presence and the agency's own organic ranking.
  • Quality of the site, published content and portfolio.

3. Evaluate the Agency's Experience and Expertise

Not all agencies have expertise in their sector. Choosing an agency that has already worked with companies in the same niche can be an advantage.

• What to check:
  • How many years of experience does the agency have?
  • Has it worked with companies in your sector or of your size?
  • What results has it already achieved for other clients?

4. Analyse the Portfolio and Case Studies

A solid portfolio and well-documented case studies are great indicators of the agency's capacity.

• What to look for in a portfolio:
  • Examples of projects with measurable results (increased traffic, improved ranking, etc.).
  • Diversity of strategies used.
  • Testimonials or reviews from previous customers.

5. Understand the Strategies and Techniques Used

Transparency about SEO methodologies is a crucial aspect. Ask how the agency plans to achieve the results it promises.

• Essential questions:
  • What are the main strategies you use?
  • Do you follow Google's guidelines (white hat SEO)?
  • How do you deal with changes in algorithms?
• Attention: Avoid agencies that offer guarantees of quick results or promise to rank your site in 1st place in a few days - this could be a sign of black hat SEO practices.

6. Consider Communication and Customer Support

The quality of communication is a critical factor in the success of the partnership. Make sure the agency has well-defined processes for reporting on the progress of strategies and resolving queries quickly.

• What to evaluate:
  • Frequency of reports (weekly, monthly, etc.).
  • Level of detail in reports: KPIs, performance analysis, next steps.
  • Availability for regular meetings and feedback.

7. Analyse the Cost and Hiring Structure

Understanding the agency's pricing model helps avoid surprises in the future.

• Common models:
  • Fixed monthly fees.
  • Performance-based pay.
  • Specific project contracts.
• Tip: Check what is included in the charge and ask if there are any additional fees for tools or extra services.

8. Request detailed proposals

Ask each agency for a proposal that includes:

• Initial diagnosis of your site.
• Suggested strategies for achieving the objectives.
• Estimated timeline for the expected results.
• Detailed costs.

Compare proposals based on the quality of the solutions offered, not just the price.

9. Check References and Testimonials

Talk to current or previous clients of the agency to understand what their experience was like.

• Important questions:
  • How was the process of working with the agency?
  • What results have been achieved?
  • Were there any problems during the partnership? If so, how were they resolved?

With this step-by-step guide, you'll have all the tools you need to make an informed and strategic decision. In the next topic, we'll cover the essential questions you should ask your SEO agency during the selection process.

Essential questions to ask your SEO agency

During the selection process, asking the right questions can help you identify whether an agency is truly qualified and aligned with your objectives. This also avoids unpleasant surprises in the future, ensuring that you hire a reliable partner. Here are the most important questions you should ask:

What are the main SEO strategies you use?

Understanding the agency's techniques is fundamental to assessing their ability to deliver results. Make sure they follow Google's guidelines (white hat SEO) and don't use risky practices such as link spam or black hat techniques.

How do you measure and report the success of your campaigns?

Success in SEO is not just about an increase in traffic, but about achieving results in line with your business objectives. Ask which KPIs (performance indicators) they monitor and how often you'll receive detailed reports.

Do you have experience in my market sector?

Although it's not compulsory, experience in your segment can be an advantage, as the agency will already have a prior understanding of public behaviour and competition in your niche.

What is the process for understanding my business and adapting the SEO strategy?

Find out if the agency plans to start with a complete audit of your site and if they personalise the strategy based on your objectives and needs.

Who will be responsible for my project?

Ask if there will be a team dedicated to your project and what their level of experience and specialisation will be. Understanding who will be directly involved helps to create a stronger connection and set expectations.

What SEO tools do you use?

Professional agencies generally use advanced tools such as SEMrush, Ahrefs, Moz and Google Analytics. Knowing this shows that the agency is equipped to offer accurate analyses and insights.

Do you guarantee results?

Beware of agencies that promise to rank your site in 1st place or achieve results very quickly. SEO is a medium- to long-term process, and no agency can guarantee specific positions.

How do you deal with updates to Google's algorithms?

Changes in algorithms can have a significant impact on SEO results. Ask how the agency keeps up to date and adapts its strategies in the face of these changes.

Do you offer other services besides SEO?

If you're looking for a more complete solution, find out if the agency can also help with PPC, content marketing, social media or other complementary areas.

What are the next steps after hiring?

Understanding the initial workflow helps to create expectations about deadlines and deliverables. Ask what will be done in the first few weeks, such as audits or defining strategies.

These questions not only provide crucial information about the agency, but also demonstrate that you are informed and interested in making a judicious choice. In the next topic, we'll explore the warning signs you should look out for when hiring an SEO agency.

Warning Signs When Hiring an SEO Agency

When choosing an SEO agency, it's important to be aware of certain behaviours and practices that could indicate future problems. Some warning signs can help you avoid agencies that use inappropriate techniques, are disorganised or promise unrealistic results. Here are the main points to look out for:

Guarantees of Quick or Specific Results

If an agency promises to get your site to the top position on Google in a few days or weeks, that's a big warning sign. SEO is a medium- to long-term process, and quick results usually indicate black hat practices, which can lead to penalties.

• Why is this a problem?
  Google does not allow guarantees of ranking, and no agency has direct control over the algorithms.

Lack of Transparency in the Methods Used

If the agency can't or won't explain how it's going to achieve results, it's best to avoid it. SEO strategies must be clear and in line with search engine guidelines.

• Just ask:
  • What practices do you use?
  • How will link building be carried out?
  • How do you guarantee the safety and compliance of the techniques applied?

Generic or non-existent reports

A professional agency offers detailed and regular reports with important metrics such as traffic, keyword rankings and conversions. If the agency doesn't provide reports or presents generic data without context, it can be difficult to assess the campaign's progress.

Prices Far Below Market Average

Although it's tempting to hire an agency that charges low prices, remember that SEO is a complex service that requires time, tools and qualified professionals. Prices that are too low may indicate that the agency uses inadequate practices or doesn't dedicate the necessary resources to get real results.

• Tip: Compare offers based on quality, not just price.

Refusal to provide references or success stories

A reliable agency will be willing to share case studies, portfolios and contacts of satisfied clients. Refusing to provide this information can be a sign that they lack experience or that previous results have been unsatisfactory.

Promises not based on analyses

If the agency makes promises before even analysing your site or market, this indicates a lack of personalisation in the strategy. Each business is unique and requires an approach adapted to its needs.

Lack of communication and support

Good communication is essential for a successful partnership with an SEO agency. If you find it difficult to get quick answers or clear information, this can become an ongoing problem during the project.

Excessive Dependence on Link Building Techniques

Although link building is an important part of SEO, it should be done strategically and naturally. Agencies that promise to build hundreds of links quickly may be using methods that could damage your site's reputation.

If you spot any of these signs, it's best to reconsider hiring this agency. In the next topic, we'll cover how to safely complete the selection process and close a successful partnership.

Conclusion

Hiring an SEO agency is a strategic decision that can transform your company's digital presence, helping it achieve greater visibility, qualified traffic and, above all, results that directly impact business growth. However, this choice requires care and planning, as the success of the partnership depends on finding a reliable partner who is aligned with your objectives.

Throughout this guide, we cover the essential steps to help you make this decision in an informed way: from defining your objectives and budget to analysing the warning signs you should avoid. In addition, we explore the benefits of relying on a specialised agency, which can bring expertise, advanced tools and a long-term strategic vision to your company.

Recapping the Main Points

• Define your objectives and know your needs: Knowing what you're looking for helps you find the right agency for your business moment.
• Research and evaluation: Look for agencies with proven experience, solid portfolios and transparency in their work.
• Ask the right questions: Understand the strategies, methodologies and reports offered to ensure that the agency is aligned with your expectations.
• Be aware of the warning signs: Avoid agencies that promise quick results or don't offer clarity in their practices.

The Road to Success

Remember: SEO is a medium- to long-term investment, but when done well, it can generate sustainable and lasting results for your business. Choosing the right agency is an important step towards achieving these results. With this guide, you'll be better prepared to make that decision with confidence.

If you need help taking the next step or have specific questions about how to apply these guidelines to your case, don't hesitate to contact us. We're here to help you build a solid SEO strategy aligned with the growth of your business.

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