What should I look for in an SEO agency?

Written By
Timothy Boluwatife
SEO Strategist
Table Of Content
Our Clients

What should I look for in an SEO agency?

Choosing an SEO agency is about finding a partner that can actually grow your business, not just pad vanity metrics. In a nutshell, look for an agency with a proven track record, transparent practices, and an understanding of your business goals. The right agency will communicate clearly, focus on revenue-driving results (not just rankings), and use strategies that align with Google’s guidelines.

Proven Results and Case Studies

First, ensure the agency can back up their claims. A legit SEO agency will have case studies or examples of past success. Look for concrete numbers like traffic growth, higher conversions, or revenue increases from their campaigns.

For instance, at Embarque we showcase SEO wins like a 14,637% organic traffic increase for a SaaS client and even an 833% boost in monthly recurring revenue for another.

These kinds of results prove your agency knows what they’re doing.

Don’t hesitate to ask for references or check testimonials — a trustworthy agency will be proud to share them.

Alignment with Your Goals

Every business is different. A good SEO agency takes time to understand your specific goals and audience.

If you’re a SaaS founder targeting more demo sign-ups, the agency should craft a strategy around that (like content that attracts high-intent leads and not just any traffic). Avoid agencies that push a one-size-fits-all package.

The best teams will tailor their approach, whether it’s focusing on technical SEO fixes, content marketing, link building, or all of the above.

They should be able to explain how each tactic ties back to your growth (e.g. “We plan to publish X thought-leadership articles to draw in CTOs looking for solutions like yours, which should generate qualified trials”).

Transparency and Communication

Communication is huge. Look for an agency that is transparent about their methods and keeps you in the loop. They should set clear expectations on timelines, deliverables, and KPIs. If an agency is vague about what they actually do each month (“we’ll do some SEO magic, trust us”) or they dodge questions, that’s a red flag.

A reliable team will provide regular updates or reports. For example, they might send you a monthly report showing improvements in keyword rankings, organic traffic growth, and how those translate to conversions on your site.

They’ll also be upfront that SEO is a process – no overnight guarantees – and will educate you rather than obscuring things behind jargon. You want open dialogue, where they welcome questions and collaborate on strategy.

Expertise and Full-Service Skills

SEO has many moving parts, so evaluate the agency’s expertise across the board.

  • Do they cover technical SEO (site speed, mobile optimization, fixing crawl errors)?
  • Can they produce quality content for your industry and optimize it for target keywords?
  • Do they have a strategy for earning backlinks in an ethical way?

The ideal agency has a well-rounded team: technical specialists, creative content writers, savvy strategists.

If you’re a SaaS company, it helps if the agency has experience in SaaS or B2B marketing – they’ll understand concepts like monthly recurring revenue, product-led content, and the longer B2B sales cycle.

When an agency knows your space, they can hit the ground running with relevant keyword research and content ideas tailored to your audience.

White-Hat Techniques and Ethics

Make sure the agency follows “white hat” SEO practices – meaning they adhere to search engine guidelines and focus on long-term, sustainable tactics. You don’t want anyone doing shady stuff on your behalf, like buying hundreds of spammy backlinks or keyword stuffing pages, which could get your site penalized.

A reputable agency will emphasize quality over quantity: acquiring authoritative links through outreach or thought leadership, creating genuinely helpful content, and optimizing your site for a better user experience.

They should be able to explain their link-building strategy and it should sound like real marketing (guest posting on industry sites, digital PR, partnerships), not a hack. In short, integrity matters. The right agency cares about your business reputation and won’t risk it with shortcuts.

Red Flags to Watch Out For

It’s equally important to know what not to see.

Be cautious of agencies that guarantee #1 rankings or unrealistically fast results. No one can control Google, and SEO takes time. If someone promises “We’ll get you 100,000 visitors next month for $299!”, that’s a major red flag.

Similarly, an agency that refuses to explain their methods (“it’s proprietary”) or doesn’t ask much about your business likely isn’t invested in your success.

Also, consider how they measure success: a good agency talks about conversions, lead quality, and ROI, not just hitting a certain number of backlinks or pumping out blog posts regardless of quality.

In summary, look for an SEO agency that: has demonstrated success, communicates clearly, understands your niche, and uses ethical strategies to drive real business outcomes. The right partner will not only boost your search rankings but also help turn that new traffic into paying users and long-term growth.

(Remember, it’s about finding a team that “gets” your business and treats your success as their own. When you find that, you’ll know your SEO is in good hands.)

Timothy Boluwatife

Tim's been deep in SEO and content for over seven years, helping SaaS and high-growth startups scale with smart strategies that actually rank. He’s all about revenue-first SEO.

Timothy Boluwatife

Tim's been deep in SEO and content for over seven years, helping SaaS and high-growth startups scale with smart strategies that actually rank. He’s all about revenue-first SEO.