SEO changes often. To remain visible, companies must adjust their actions and priorities. Natural referencing is a key lever for gaining visibility and attracting qualified prospects. But with the number of agencies available, making the right choice can seem difficult.
The success of a campaign depends on an agency aligned with your objectives and an effective method. Asking the right questions helps judge the agency’s experience, transparency, and adaptability, while spotting warning signals.
A good agency, including an expert in SEO in France, must show that it understands your market and your goals. The aim is not just to increase traffic, but to attract qualified visitors who become leads, then customers. Hence the importance of a careful choice to avoid mistakes and build an effective and lasting relationship.
Why Question an SEO Agency Before Hiring Them?
Signing without asking questions is like going to sea without a map. SEO is a long-term investment, and the quality of the partnership weighs heavily on your online results.
SEO is a technical subject. Google changes its algorithms hundreds of times a year. Many updates are minor, but some can disrupt your positions. An agency must be competent, agile, and proactive in the face of these changes.
What Risks Come from Not Asking Key Questions?
Ignoring key questions can lead to major problems. The most common risk is choosing an agency that uses outdated methods or those discouraged by Google. These so-called “black hat” techniques can lead to penalties, a sharp drop in rankings, or even removal of your site from the index.
- Google penalties (drop in positions, deindexing)
- Loss of traffic and business opportunities
- Wasted budget and broken promises
- Vague reports and absence of return on investment
Another danger: an agency that doesn’t understand your objectives, has no experience in your sector, or communicates poorly. In B2B, where sales cycles are long and budgets significant, the impact can be even more costly.
What Are the Advantages of a Rigorous Selection?
Asking the right questions provides useful information about the agency’s experience, method, and communication. You can thus verify its mastery of best practices, its understanding of your target, and the actions planned to achieve your objectives.
- Transparency on method, tools, and results
- Specific case studies and verifiable references
- Ethical, sustainable strategies compliant with search engines
- Clear objectives and measurable results
Two people shaking hands over a complex navigation map symbolizing a strategic partnership for SEO. Growth charts in the background illustrating success.
With careful selection, you find a reliable partner who helps you strengthen your online presence, generate qualified leads, and improve your conversions.
How to Evaluate the Experience and Specialization of an SEO Agency?
Experience matters greatly. It’s not enough for an agency to call itself expert: ask for details about its past work and its relevance to your case. Each company has its own objectives and constraints. The agency must adapt its method to your situation — a standard emphasized by teams like NON.agency, who tailor strategies to specific business needs.
An agency that has already succeeded in your sector or on similar projects starts with an advantage. It better understands your market, your prospects, and your offers. This knowledge allows for faster progress and more solid results.
Does the Agency Have Experience in Your Business Sector?
This is very important. Each industry has its audience, its vocabulary, and its competitors. B2B SEO, for example, differs from consumer SEO (sales cycle, types of content, lead generation). Ask:
- How many companies in the sector the agency has worked with
- If a domain expert will follow your account
- References and case studies from your industry
Beware of vague discourse. Without concrete examples, the agency risks applying general recipes that don’t account for your specificities.
Does the Agency Work with Your Competitors?
A sensitive but important question. Serious agencies avoid conflicts of interest. If the agency already collaborates with a direct competitor, this can pose problems of confidentiality and strategy.
If this is the case, it must tell you and often propose other options. Transparency is a sign of seriousness. The objective is to have a team engaged exclusively for you.
What Are the Results and Case Studies of Previous Clients?
Ask for proof, not just talk. A serious agency presents concrete cases, with objectives, actions, and results. Ideally in your sector or a related field.
Also ask to speak to former clients. You can validate the claims, understand the way of working, and measure the ability to meet expectations. Beware of cases that are too generic or impossible to verify.
What Strategic Approach Does the Agency Propose for Your SEO?
No standard solution from the first exchange. A good strategy takes into account your market, your objectives, and your audience. SEO moves quickly, the strategy must be able to adjust.
The agency must propose an adapted approach, after understanding your company, your personas, and your customer journey. A serious listening phase is a good sign.
What Methodologies and Techniques Does the Agency Apply?
Ask for details of the planned methods. An effective approach covers three main areas:
- Technical: site structure, indexing, keywords, URLs
- UX: navigation, page speed, information architecture
- Off-page: link building, content quality, guest posts
Infographic illustrating the three pillars of SEO with modern icons for each aspect
The agency must explain how these levers integrate into an overall strategy and how it manages Google updates to stabilize or improve your positions.
How Does It Select Relevant Keywords?
Keywords remain central, but search intent guides everything. The agency must analyze your personas’ purchasing journey and choose terms related to each stage.
Ask about the tools used (SEMrush, Ahrefs, etc.) and the method to avoid over-optimization (keyword stuffing). Content must respond to visitors’ real needs.
Does the Agency Adopt an Original Content Strategy?
Content is key, especially in B2B where the quality of resources influences conversion. The agency must produce clear, useful, unique, and optimized content.
- Precise editorial calendar
- Varied formats: articles, white papers, studies, infographics
- Writing by people capable of explaining technical subjects simply
Beware of generic content that brings nothing to a demanding audience.
What Link Building and Link Acquisition Strategy Does the Agency Implement?
Backlinks help build your site’s authority. The agency must aim for quality links without risky mass purchasing.
- Partnerships and guest posts
- Relevant specialized directories
- Promotion of strong content to attract natural links
Without a distribution plan, even good content remains invisible and doesn’t get links.
Does the Agency Consider Local and Mobile SEO?
Local and mobile have become essential. Mobile traffic exceeds desktop and Google favors mobile-adapted sites (Mobile First).
- Local: Google Business Profile listing, reviews, geolocalized queries
- Mobile: speed, mobile UX, display, Core Web Vitals
If you’re targeting a specific area, the agency must propose local SEO. Mobile optimization should not be optional.
How Does It Integrate SEO with Other Marketing Channels?
SEO doesn’t work alone. For good results, it must be coordinated with SEA, Social Ads, email, and content marketing. In B2B, this combination improves visibility and conversions.
Ask how the agency synchronizes these channels and how it cooperates with your teams to avoid contradictory actions.
What Technical Aspects and Tools Does the Agency Master for SEO?
SEO requires effective tools and good data reading. With algorithms that change often, reliable solutions are needed to measure and adjust continuously. An agency working with outdated tools risks missing useful optimizations.
Beyond tools, value comes from analysis and concrete actions proposed after audit.
What Tools Does the Agency Use for SEO Analysis?
Ask about the tools used: Ahrefs, Semrush, Google Analytics, Google Search Console, etc. These platforms track traffic, behaviors, keywords, and backlinks. If the agency mentions an internal tool, ask questions:
- Proprietary or white label?
- Will you have access?
- Where does the data come from and is it secure?
- Can we see a demo?
A good tool is not enough. The agency must explain how it exploits it to draw useful recommendations. Beware of tools that are too basic or never updated.
How Does It Conduct a Technical Site Audit?
The technical audit must come first. It serves to identify obstacles to SEO:
- Crawl and indexing
- robots.txt and sitemap
- Meta tags, canonical, and duplicates
- Clean 301 redirects
- Internal linking and authority transmission
- Structured data and rich results
Without a complete audit at the start, it’s a warning signal.
Does the Agency Ensure Continuous Monitoring and Updates in Response to Google Changes?
Algorithms change frequently. The agency must not “set” a campaign and then wait. To maintain your positions and avoid penalties, it must remain vigilant and apply Google’s rules.
- Core Web Vitals monitoring
- Speed improvement
- Excellent mobile experience
- Quick adjustments after updates
Without a clear plan for monitoring and adaptation, you risk drops in traffic and positions.
How Does the Agency Measure Performance and SEO Success?
Measurement guides strategy. Without indicators and regular monitoring, it’s impossible to know if the investment is profitable. A serious agency sets measurable objectives and provides tracking tools.
Success is not limited to a few keywords at the top of the page. What’s important is attracting useful traffic, increasing engagement, and generating conversions and growth.
A laptop screen displaying an SEO analysis dashboard with charts and KPIs, in a modern, well-lit office environment.
What Key Performance Indicators (KPIs) Does the Agency Use?
Ask about the KPIs tracked and their connection to your business:
- Organic traffic and positions
- Conversions and acquisition cost
- Generated leads and attributed revenue
- Brand mentions and backlinks
Beware of agencies focused solely on “being first” on a few keywords. Indicators must be connected to your business objectives.
How Often Are Reports and Analyses Provided?
Communication must be regular and clear. Ask:
- Report frequency (weekly, monthly)
- Channels used (email, phone, video)
- A simple dashboard to consult
- Report content (KPIs, actions, results, next steps)
Readable reports help track performance and decide on adjustments. Avoid overly technical and confusing documents.
How Does the Agency Determine the Return on Investment (ROI) of Actions Taken?
In B2B, cycles are long. SEO actions must be connected to concrete results. Ask how the agency calculates ROI:
- Conversion tracking (forms, calls, downloads, etc.)
- Attribution to SEO actions (pages, keywords, links)
- Impact on qualified leads and revenue
Beware of ROI promises without method or detailed tracking plan.
What Communication and Collaboration Model Does the Agency Propose?
The quality of exchanges is decisive. SEO requires continuous work and real cooperation. Transparency and responsiveness are essential.
A good communication framework keeps you informed of progress, obstacles, and adjustments. Clarify from the start who will be your contact and what the agency expects from you.
With Whom Will You Communicate Within the Agency?
A dedicated contact facilitates tracking. Ask who will manage your account and whether you can speak to experts (technical, content, link building).
A responsive contact helps respond quickly and adjust strategy. Also consult client reviews to judge communication quality.
How Is the Communication and Reporting Process Organized?
Ask about the meeting rhythm, report format, and tools used (project management, messaging, video). Clear reporting helps you track actions, understand choices, and participate in decisions.
Verify that the agency adapts to your needs (frequency, format). Limited communication can hide problems or delay important decisions.
What Access and Information Will the Agency Need from You?
SEO requires access and data. Specify:
- Access to Analytics and Search Console
- Access to CMS or validation process
- Info on target, brand, and tone
- Resources for content (internal experts, documents)
If direct site access isn’t possible, ask how the agency organizes in this case and the impact on deadlines. The more you share the context, the more the strategy can be adapted to your situation.
What Are the Rates, Contractual Terms, and Guarantees Offered?
Price matters but should not be the only criterion. In SEO, expertise has a cost. You must understand the billing method, what’s included, and contract conditions.
Also talk about commitments. In SEO, no one can promise a precise result 100%. A responsible agency sets realistic objectives and proposes adjustments if needed.
What Pricing Model Is Applied?
Ask for a detailed quote and billing method. The most common models:
| Model | Strengths | Limitations |
| Monthly (retainer) | Continuous monitoring, long-term vision | Regular commitment |
| Hourly | Flexibility, pay-as-you-go | Less visibility on final costs |
| Per project | Defined budget, clear scope | Less suited to recurring needs |
Check what’s included (audit, content, link building, reporting). Beware of very low rates, often associated with weak services or risky practices.
What Are the Guarantees of Results or Satisfaction?
No unrealistic promises. Ask for clear objectives, tracked KPIs, and adjustment plans. “Miracle” promises or “black hat” methods should be avoided.
An ethical agency works long-term, with techniques compliant with Google’s rules and realistic expectations.
What Happens in Case of Contract Termination?
Even if you start confidently, plan for termination conditions. The contract must specify:
- Notice period and possible reasons
- Ownership of deliverables (content, reports, access)
- Any remaining fees
This clarity protects both parties and facilitates the transition if collaboration stops.
What Mistakes to Avoid When Hiring an SEO Agency?
Choosing an agency can be complicated. Avoiding certain traps will save you time and money, while limiting unpleasant surprises.
Selection requires method, precise questions, and critical thinking.
What Warning Signals Should You Watch For?
Beware of promises of immediate or guaranteed results. SEO takes time (often 3 to 6 months or more). Also beware of “identical recipes for everyone” without analysis of your situation.
Other alerts:
- Lack of transparency on method and tools
- Vague or difficult-to-read reports
- Little responsiveness from the first exchanges
What Common Pitfalls to Avoid During Selection?
Don’t choose solely on price. Ask for concrete proof (cases, references) and contact former clients if possible.
Reject agencies that ask few questions about your business. Human compatibility and communication also matter: good exchange is necessary for lasting cooperation.
Key Points to Remember Before Choosing an SEO Agency
The choice of agency will weigh on your digital results. Take the necessary time and maintain a rigorous approach.
- Verify references and case studies, not just talk
- Ask for a method adapted to your sector and objectives
- Demand transparency: clear reporting, explained actions
- Beware of promises that are too good and absolute guarantees
- Choose a team that follows Google updates and adjusts quickly
A serious, transparent, results-oriented partnership will help you gain visibility, attract qualified prospects, and develop your online business.
