How to choose an SEO company: a 12-point checklist
Use this checklist to compare agencies on proof, process and fit, not on promises. It takes about 10 minutes per agency.
Short answer
Choose the SEO company that can show verifiable results for businesses like yours, lists exactly what it will do each month, reports on leads, not just rankings, and lets you own everything. Avoid anyone who guarantees rankings.
12-point checklist
| # | Check | What good looks like |
|---|---|---|
| 1 | Proof | Named case studies with figures you can check, ideally Search Console data |
| 2 | Relevant experience | Work in your industry or a similar market |
| 3 | Who does the work | You meet the person who will run your account |
| 4 | Written deliverables | Pages, fixes, content and links listed per month |
| 5 | Reporting | Monthly report with calls, forms and WhatsApp, not only rankings |
| 6 | Ownership | Your Google accounts, content and links stay yours |
| 7 | Pricing | Clear monthly price and what it includes; GST stated |
| 8 | Contract terms | Short or no lock-in; clear exit terms |
| 9 | Technical skills | Can explain your Core Web Vitals, indexing and crawl issues |
| 10 | Link building approach | No paid link packages, PBNs or link farms |
| 11 | AI search | A plan for Google AI Overviews, ChatGPT and Perplexity |
| 12 | Reviews | Independent reviews on Google, Clutch or GoodFirms |
Red flags
- “Guaranteed #1 ranking.” Google itself says no one can guarantee a #1 ranking (Google Search Central).
- “1,000 backlinks for ₹5,000.” Cheap link packages risk spam penalties.
- No named clients or results. Or only screenshots of rankings with no dates.
- Secret methods. Good SEO can be explained in plain words.
- They keep your accounts. You should always own your Google Business Profile, Search Console and Analytics.
- Long lock-in with no exit.
What a good proposal includes
- A short audit of your site with the top problems, in plain language.
- Keywords chosen by buyer intent, with the page each will target.
- A 90-day plan: what happens in month 1, 2 and 3.
- Monthly deliverables and the price, with GST.
- How leads will be tracked and reported.
- Who will work on your account.
Want to see how we do it? Our SEO packages list every deliverable and price, and our case studies show Search Console figures.
Put us through the checklist
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Choosing an SEO company: FAQs
Can't see your question? Ask us directly. A specialist will reply.
How much should SEO cost in India?
It ranges widely. Our SEO cost in India guide lists published market ranges. Our plans start at ₹25,000 a month + GST.
How long before I should see results?
Technical fixes and quick wins often show in 4–8 weeks. Competitive keywords usually take 4–6 months or more.
Should I choose a local agency?
For local SEO, a team that knows your city helps. For national or international SEO, proof and process matter more than location.
Agency or freelancer?
See our honest comparison: SEO agency vs freelancer.
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