What questions should I ask an SEO company before hiring them?

Start with the questions Google itself recommends, then add a few that matter to you as the buyer: who does the work, who owns your accounts, and what a report looks like. The questions are the easy part. The value is in reading the answers, so for each group below you will find what a specific, honest answer contains and what an evasive one sounds like.

Google’s own list

Google’s guide to hiring an SEO suggests interviewing a potential SEO and offers these questions:

“Can you show me examples of your previous work and share some success stories?”
“Do you follow the Google Search Essentials (previously known as Webmaster Guidelines)?”
“What kind of results do you expect to see, and in what timeframe?”
“How do you measure your success?”
“What’s your experience in my industry?”
“What’s your experience in my country/city?”
“What’s your experience developing international sites?”
“How long have you been in business?”
“How can I expect to communicate with you?”
“Will you share with me all the changes you make to my site, and provide detailed information about your recommendations and the reasoning behind them?”

The same guide adds a question for anyone offering advice on AI features in search: “is their advice aligned with Google Search’s official guidance on optimizing for generative AI features?”

Reading answers about past work and experience

Questions 1, 5, 6, 7, and 8 are about evidence. A strong answer names a comparable situation and describes what was done: the site, the problem, the change, and what followed. It comes with something you can look at or someone you can call. A weak answer stays general, such as “we’ve helped hundreds of businesses grow”, or offers a case study with no name and no way to check it. If the company cannot point to anything comparable, that is useful to know too; it may still be the right choice, but you might be its first case of that kind.

Reading answers about methods and results

Question 2 should get a plain yes, followed by an example of something the company will not do because of Google’s policies. Question 3 is where honesty shows. A good answer gives a timeframe for your site and explains what it depends on, such as competition and the condition of the site. A ranking promise, or a firm date for page one, is the answer to be wary of. Question 4 should lead to measures that matter to your business, such as inquiries or sales from search, not rankings alone.

Reading answers about communication and transparency

Questions 9 and 10 should produce specifics: how often you will hear from them, through what channel, who your contact is, and whether significant changes need your approval. A strong answer to question 10 is a yes with an example of how changes are recorded and explained. An answer that treats the company’s methods as secret makes the work impossible for you to check.

Questions Google’s list does not cover

Four more questions are worth asking before you sign.

“Who will work on my account day to day, and how many other accounts do they handle?” The person on the sales call may not be the person doing the work. A specific name and number is a good sign.
“Will I keep ownership of my analytics, Search Console, website, and Business Profile?” The answer should be an unqualified yes, with the company working through its own user access.
“Can I see a sample report, with another client’s details removed?” Look at whether it explains what was done and why, and ties the work to results, or simply lists tasks.
“What happens to my content, data, and access if we stop working together?” A clear answer describes a handover. A vague one is worth pressing before the contract is signed.

When an answer is vague

You do not need every answer to be perfect. You need enough specific answers to believe the company understands your situation and will tell you the truth about it. When a question gets a non-answer, ask it again in a narrower form. How a company responds to being pressed for detail is part of the answer.