Choosing the Right SEO Provider: A Guide for Business Owners in 2024
In today’s digital landscape, having a strong online presence isn’t just an advantage – it’s essential for business survival. Yet many business owners find themselves in a challenging position: they know they need SEO, but they don’t know how to evaluate who’s truly qualified to provide it. This knowledge gap often leads to costly mistakes and disappointing results.
Think of choosing an SEO provider like selecting a general contractor for your home. Just as you wouldn’t want someone who only paints houses to rebuild your foundation, you shouldn’t trust your digital presence to someone who only focuses on one aspect of SEO, like backlinks or keywords. Modern SEO requires a comprehensive understanding of technical infrastructure, content quality, user experience, and much more.
The Evolution of SEO and Why It Matters
Search engine optimization has evolved dramatically from its early days of keyword stuffing and link schemes. Today’s search engines, powered by sophisticated artificial intelligence, evaluate websites much like human experts would. They consider factors like user experience, content quality, technical performance, and demonstrated expertise. This evolution means that outdated SEO tactics aren’t just ineffective – they can actively harm your website’s performance.
When you are choosing an SEO expert they should know about the whole history of SEO and how it has evolved. We have been in the field since the late 1990´s and we have seen it all and lived it which is why when we are choosing an SEO professional to join our team they must either have that experience or knowledge (if they are old enough!) or they go through a thorough training as it is vital to know.
Red Flags and Warning Signs
One particular warning sign to watch for is the immediate suggestion to rebuild your website from scratch. While there are certainly cases where a new website is warranted, this recommendation should come after a thorough audit and analysis, not as a default solution. Be especially wary if this suggestion comes before the provider has conducted a detailed examination of your current site’s technical structure and performance metrics.
In some cases, pushing for a new website can indicate either:
- A desire to generate additional revenue through web development services
- A lack of technical expertise to address complex issues within existing websites
- A one-size-fits-all approach rather than a customized strategy
A qualified SEO professional should be able to work with various technical scenarios, including improving existing websites. They should explain clearly why any major changes, such as a website rebuild, would be necessary and provide data to support their recommendations. That´s not to say that it isn´t sometimes the best option but be sure you trust the guidance of the person or company you are using.
Starting a new website can have consequences, especially with existing backlinks which need to be handles carefully and so it really should be a “last resort” when the technical work is just too much to warrant it or when a site is so out of date or has so many bugs that it is not worth continued use.
The Importance of Transparency and Education
At HolisticSEO.net, we believe in empowering our clients with knowledge. Whether you choose to work with us or another provider, understanding what constitutes quality SEO service helps you make informed decisions about your digital presence. This is why we’re transparent about our methodologies and encourage potential clients to ask detailed questions about our approach.
Modern SEO success relies on a partnership between the provider and the client. The more you understand about the process, the better equipped you’ll be to participate in strategic decisions and evaluate the results. A trustworthy SEO provider should welcome your questions and be able to explain their strategies in terms you can understand, without hiding behind technical jargon or making promises that sound too good to be true.
Now to our TOP TEN questions to ask when choosing an SEO expert to work with
Before diving into our carefully curated list of questions, it’s important to understand their purpose. These questions aren’t just a checklist – they’re designed to spark meaningful conversations about your business’s digital future – because choosing an seo partner is like choosing a romantic partner in many ways. Get it right and things will be wonderful but get it wrong and it can leave lasting damage and, just like marriage there needs to be confidence and mutual trust.
Each question opens a window into the provider’s expertise, methodology, and alignment with current best practices. While a provider might not hit every point in their initial response, what’s crucial is their ability to demonstrate deep understanding when you probe further.
Pay attention not just to what they say, but also to how they explain complex concepts. A true expert will make these topics accessible without oversimplifying them and will welcome your questions as an opportunity to demonstrate their expertise and build mutual understanding. Think of this as a job interview where you’re hiring a key member of your business’s growth team – because that’s exactly what a good SEO partner should be.
These questions are designed to make sure that they have a good understanding on the fundamentals of Search engine optimisation which are (amongst other things)
- Technical SEO
- User Experience
- Content Creation
- E-E-A-T and Implementing it
How do you approach SEO in today’s AI-driven search landscape?
Here we want to establish that they understand the evolution of search beyond traditional ranking factors. Make sure they talk to you without prompting about the role of AI in modern search, user experience metrics, and how they adapt strategies for both traditional search engines and AI-powered tools. If they don’t mention the importance of creating content for conversational search and user intent, follow up with “How do you optimize for different types of search queries?” and evaluate their understanding of modern search behaviour.
What’s your approach to content creation and optimization?
Here we want to establish that they understand content goes beyond keyword placement. Make sure they talk to you without prompting about content architecture, topic clusters, and how they research user intent. If they don’t mention content depth and expertise demonstration, follow up with “How do you determine what content to create for different stages of the user journey?” and assess their strategic thinking about content development.
How do you ensure technical excellence in SEO implementation?
Here we want to establish their technical depth and systematic approach. Make sure they talk to you without prompting about Core Web Vitals, mobile-first indexing, and structured data implementation. If they don’t mention security considerations and crawl budget optimization, follow up with “What technical aspects do you prioritize in your initial optimization phase?” and evaluate their technical expertise hierarchy.
What is your take on the E-E-A-T principles and how would you implement them within my website?
Here we want to establish that they understand Experience, Expertise, Authoritativeness, and Trustworthiness as fundamental quality indicators. Make sure they talk to you without prompting about author credentials, content verification processes, and demonstrating real-world expertise. If they don’t mention specific implementation strategies like expert author bios, credentials display, and citation practices, follow up with “What specific changes would you make to enhance our website’s E-E-A-T signals?” and assess their practical knowledge of E-E-A-T implementation.
How do you incorporate user experience into your SEO strategy?
Here we want to establish that they understand UX as a critical ranking factor. Make sure they talk to you without prompting about page speed optimization, intuitive navigation, and mobile responsiveness. If they don’t mention behavioural analytics and user journey mapping, follow up with “How do you measure and improve user engagement?” and evaluate their user-centric approach.
What metrics do you use to measure SEO success, and why?
Here we want to establish that they look beyond basic ranking reports. Make sure they talk to you without prompting about conversion tracking, revenue attribution, and engagement metrics. If they don’t mention segmentation and user behavior analysis, follow up with “How do you tie SEO metrics to business objectives?” and assess their business acumen.
What information do you provide in a site audit and what do you use to track and demonstrate the work done and the results it has had?
Here we want to establish their thoroughness in analysis and reporting transparency. Make sure they talk to you without prompting about comprehensive technical audits, content quality assessment, and competitor analysis. If they don’t mention specific tools and reporting frequencies, follow up with “What tools do you use for monitoring and how often do you provide progress updates?” and evaluate their commitment to accountability and transparency.
How do you handle local SEO and international markets?
Here we want to establish their understanding of market-specific optimization. Make sure they talk to you without prompting about Google Business Profile optimization and international SEO best practices. If they don’t mention cultural considerations and local content strategies, follow up with “How do you adapt strategies for different geographic markets?” and assess their global SEO capabilities.
How do you stay current with search engine updates and adapt strategies accordingly?
Here we want to establish their commitment to continuous learning and adaptation. Make sure they talk to you without prompting about their update monitoring process and risk mitigation strategies. If they don’t mention testing procedures and client protection strategies, follow up with “What’s your process when major algorithm updates occur?” and “what were the 4 major updates to the Google algorithm in 2024?” and evaluate their proactive approach.
What’s your approach to building and earning backlinks?
Here we want to establish that they follow ethical link-building practices. Make sure they talk to you without prompting about content-driven link earning and relationship building. If they don’t mention link quality evaluation and disavowal processes, follow up with “How do you evaluate the quality of potential link opportunities?” and assess their commitment to sustainable practices.
Making an Informed Decision
Remember that effective SEO is a long-term investment in your digital presence. While it might be tempting to go with the provider offering the lowest price or promising the quickest results, these options often lead to disappointment or, worse, damage to your online reputation. Instead, focus on finding a partner who demonstrates a comprehensive understanding of modern SEO principles and shows a genuine interest in understanding your business goals.
The right SEO provider should feel like a partner in your business’s growth, not just a service vendor. They should be willing to educate you about their process, set realistic expectations, and provide regular updates on progress and results. Most importantly, they should be able to adapt their strategies as search engines evolve and your business needs change.
We encourage you to use our detailed questionnaire when evaluating potential SEO providers. These questions are designed to help you identify professionals who understand and implement modern, holistic SEO practices that drive sustainable results. Whether you choose to work with us or another provider, asking these questions will help ensure you make an informed decision about your business’s digital future.
Above all, make sure you feel comfortable with the SEO expert you choose as they are a fundamental part of your organisation
If you would like to know more about our Holistic SEO services please contact us for a free, no obligation chat.