Hiring an SEO agency for the first time feels like hiring a mechanic when you don't know anything about cars.
The SEO industry generates over $80 billion annually — and a significant portion is wasted on agencies that overpromise and underdeliver.
Source: Industry estimates
As the founder of an SEO agency, I know exactly how this industry works — including the parts most agencies don't want you to see.
1. If They Guarantee Rankings, Run
"No one can guarantee a #1 ranking on Google."
— Google Search Central, Do you need an SEO?
Google's algorithm uses 200+ ranking factors. Any agency guaranteeing specific rankings is either lying or using risky tactics.
What a good agency will guarantee: transparent process, regular reporting, and measurable progress toward agreed KPIs.
2. Understand What You're Paying For
| SEO Discipline | What's Included |
|---|---|
| Technical SEO | Site speed, crawlability, indexing, structured data |
| On-Page SEO | Content optimization, keyword targeting, internal linking |
| Off-Page SEO | Link building, digital PR, brand mentions |
| Content Strategy | Topic research, content creation, editorial calendar |
| Analytics | Tracking, reporting, data-driven adjustments |
Vidern offers full-service SEO across all disciplines.
3. Set Realistic Timeline Expectations
| Month | What to Expect |
|---|---|
| 1-2 | Audit, strategy development, technical fixes |
| 3-4 | Content creation, on-page optimization, initial link building |
| 5-6 | Early ranking improvements, traffic beginning to grow |
| 7-12 | Significant traffic growth, ROI becoming visible |
| 12+ | Compound growth, SEO becoming most cost-effective channel |
Only 1.74% of newly published pages rank in Google's top 10 within a year. 72.9% of pages in Google's top 10 are more than 3 years old.
Source: Ahrefs
4. Ask About Reporting
Red flags:
- Vanity metrics only (impressions without clicks)
- Copy-pasted monthly reports with different dates
- No access to raw data (you should always have Analytics and Search Console access)
- Reporting only easy wins while ignoring key metrics
See how we approach transparent reporting.
5. Check Their Own SEO
If their website doesn't rank, why would they rank yours? Check:
- Does their blog rank for competitive SEO keywords?
- Do they have quality backlinks?
- Is their site technically sound (fast, mobile-friendly)?
6. Understand Link Building Practices
| ✓ Acceptable | ✗ Unacceptable |
|---|---|
| Digital PR and earned media | Buying links from PBNs |
| Guest posting on quality sites | Automated directory submissions |
| Building linkable assets | Link exchanges and schemes |
| Broken link building | Anything violating Google's spam policies |
"Sites that violate our policies may rank lower in results or not appear in results at all."
Source: Google Search Central, Spam policies for Google web search
Our ethical, white-hat link building approach.
7. Own Your Work Product
- All content should belong to you
- You should have admin access to all accounts
- Strategy documents and research should be yours to keep
- If you leave, nothing should disappear
Key Takeaway
Some agencies hold clients hostage by controlling access to their own data. Never let this happen.
Looking for a transparent SEO partner?
Frequently Asked Questions
How much does SEO cost?
Quality SEO: $1,000-$5,000/month for SMBs. Enterprise: $10,000+/month. Be wary of under $500/month — often automated, low-quality tactics.
Should I choose a local or remote agency?
Location doesn't matter unless you need local SEO specifically. What matters is expertise, communication, and results. At Vidern, we serve clients across India, USA, UK, UAE, and Australia.
How do I measure if my agency is delivering?
Track organic traffic growth, keyword improvements, conversion rate from organic, and revenue from organic search. Avoid fixating on vanity metrics.
Can I do SEO myself?
Basic SEO, yes. For competitive industries and technical issues, professional expertise delivers significantly better ROI.
What should I ask in the initial consultation?
Process, reporting, similar client examples, link building practices, who works on your account, and what happens if you end the contract.
Get honest, transparent SEO.
Sources
https://developers.google.com/search/docs/fundamentals/do-i-need-seo
https://ahrefs.com/blog/how-long-does-it-take-to-rank-in-google-and-how-old-are-top-ranking-pages/
https://developers.google.com/search/docs/essentials/spam-policies
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- SEO Audits: A prioritised list of what holds your rankings and AI visibility back.
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Malhar Shah founded and leads Vidern. He has done SEO since 2016, helping SaaS companies, e-commerce brands, and local businesses in the US, UK, UAE and worldwide grow their organic search and AI visibility.