3 Ways to Verify an SEO Services Company (Before You Invest)

In today’s digital world, SEO (Search Engine Optimization) is not just a marketing trend—it’s a necessity. A strong SEO strategy helps businesses improve visibility on search engines, drive organic traffic, and boost conversions. But here's the thing: not all SEO companies are created equal.

With thousands of agencies promising "first page rankings" and "guaranteed traffic boosts," it’s easy to fall for flashy promises that don’t deliver long-term results. In fact, choosing the wrong SEO company can do more harm than good—getting your site penalized by Google or wasting your budget with no return.

So how do you know which SEO company to trust?

Here are 3 smart ways to verify an SEO services company before you sign that contract. These steps will help you avoid scams, find experts, and make sure you're working with a team that knows what they're doing.

1. Examine Their Track Record and Case Studies

The first sign of a trustworthy SEO agency is proof of results. You wouldn’t hire a personal trainer who has never helped someone get fit, right? Same logic applies here.

a. Ask for Case Studies or Portfolio

A good SEO agency should be ready to share case studies, examples of websites they’ve worked on, and clear before-and-after data. Look for proof such as:

• Increases in organic traffic
• Improved keyword rankings
• Better conversion rates
• Growth in domain authority

These aren’t just vanity metrics—they’re indicators that the agency knows how to drive real business value.

Pro tip: If an agency refuses to show you any data or says it's "confidential," that could be a red flag.

b. Read Reviews and Testimonials

• Check platforms like:
• Google Reviews
• Clutch.co
• Trustpilot
• LinkedIn Recommendations

Look for patterns in the reviews. Are clients consistently happy with results? Do they mention clear communication and transparency? Also, pay attention to how the company responds to negative reviews—this shows professionalism and commitment.

c. Ask for References

• Don’t hesitate to ask:
• "Can I speak with one or two of your past clients?"

A reputable SEO company won’t shy away from this request. If a past client is willing to vouch for their services, that’s a great sign.

2. Evaluate Their Own SEO and Online Presence

Would you take financial advice from someone who’s broke? Probably not.

Same goes for SEO. If a company claims they can get you on the first page of Google, but they themselves aren’t ranking for anything, that’s a huge red flag.

Here’s how to do a quick audit of their online presence:

a. Search for Their Brand Name + SEO Keywords

Try searching Google for phrases like:

• “[Company Name] SEO services”
• “Best SEO agency in [their city]”
• “[Company Name] digital marketing reviews”

Are they showing up on the first page? If not, how can they promise that result for you?

b. Explore Their Website

A good SEO agency will have a well-optimized, fast-loading, mobile-friendly website. Check:

• Page speed (use tools like Google PageSpeed Insights)
• Clear headings and calls to action
• Blog or resource center (a sign they care about content)
• Proper meta descriptions, title tags, and structured layout

They should be using the same best practices they claim to offer clients.

c. Check Their Domain Authority

Use tools like Ahrefs, Moz, or Ubersuggest to check their Domain Authority (DA). While DA isn’t a direct Google ranking factor, it gives you an idea of the website’s authority and backlink profile.

If the agency has a DA under 20 and they’ve been in business for years, that’s worth questioning.

3. Understand Their SEO Strategy and Tools

One of the biggest mistakes people make is not asking how an SEO company plans to help them. A great agency will have a strategy that’s tailored, ethical, and built for long-term growth—not shortcuts or shady tricks.

a. Ask About Their SEO Process

Here are some important questions to ask:

• What’s your approach to keyword research?
• How do you build backlinks?
• Do you offer technical SEO audits?

• How do you measure and report success?

• Do you follow Google’s SEO guidelines (White Hat SEO)?

Their answers should mention:

• User-focused content
• Link-building through outreach and relationships (not buying links)
• On-page and technical optimization
• Monthly reports with Google Analytics/Search Console data

If they start talking about:

• Secret “Google hacks”
• Guaranteed rankings in 30 days
• “Private” link networks

…run.

b. Review Their Tools

Most professional SEO companies use a mix of the following tools:

• SEMrush / Ahrefs – for keyword tracking and backlink audits
• Screaming Frog / Sitebulb – for technical site crawls
• Surfer SEO / Clearscope – for content optimization
• Google Analytics & Google Search Console – for performance monitoring

These tools show they take SEO seriously and rely on data-driven strategies.

c. Look for Custom Plans, Not One-Size-Fits-All

Every business is different, so a good SEO company won’t offer you a cookie-cutter package. They’ll ask about:

• Your business goals
• Target audience
• Industry challenges
• Competitor landscape

If they’re pitching a $299 “all-in-one” SEO deal without learning about your business, it's probably a scam or extremely low-effort.

Red Flags to Watch Out For

Here are a few signs that an SEO company might not be legit:

🚩 Too-good-to-be-true promises (like #1 rankings overnight)

🚩 No proof of past results

🚩 Poor communication or pushy sales tactics

🚩 No contract or extremely vague agreements

🚩 Refusal to explain their process or answer questions

Always trust your gut. If something feels off, it probably is.

Bonus: Ask About Reporting and Transparency

A professional SEO company will provide regular updates and reports showing exactly what’s happening behind the scenes. You should expect:

• Monthly or bi-weekly performance reports
• Keyword movement tracking
• Traffic analysis
• Actions taken (e.g., content updates, technical fixes)

If they only send vague summaries like "Your SEO is doing great!" with no numbers or details—that's not good enough.

Final Thoughts:

SEO is one of the best long-term investments you can make in your online business—but only if done right. That’s why choosing the right SEO agency is so important.

Let’s recap the 3 steps to verify an SEO services company:

1. Check their track record – Case studies, reviews, and references.
2. Review their own SEO – Strong rankings, good website, strong domain authority.
3. Understand their strategy – Transparent methods, ethical tools, custom plans.

Remember: SEO isn’t a magic trick. It’s a steady process built on expertise, effort, and trust.

Take the time to research, ask questions, and partner with an agency that truly understands your goals. When you find the right fit, the results will speak for themselves.

Need help choosing the right SEO agency? Drop a comment or contact me directly—I’m happy to point you in the right direction.