How to Find a Good SEO Agency

TL;DR  To choose the right SEO agency, start by defining clear goals and setting a realistic budget. Look for experienced, transparent providers with proven results and avoid anyone promising “guaranteed rankings.” Ask the right questions, review case studies, and focus on long-term value, not just cost.

Hiring an SEO agency is a pivotal decision for any business looking to boost online visibility and grow organic traffic. With thousands of agencies offering SEO services in the UK, it’s easy to get overwhelmed, especially when companies promise “page-one rankings” or “guaranteed results.”

In this comprehensive guide, you’ll learn how to choose the right SEO agency with confidence. We’ll walk you through everything you need to consider, from setting clear goals and defining a budget to identifying red flags and reviewing trust signals. For more details, check out our definitive guide to choosing a digital marketing agency in the UK.

Why Hiring the Right SEO Agency Matters

SEO has become an essential part of any digital marketing strategy especially for small to mid-sized businesses that want to grow sustainably without relying solely on paid advertising.

Unlike PPC, SEO doesn’t involve paying for every click. A well-optimised site can drive organic traffic 24/7, resulting in more leads, better brand awareness, and increased conversions without the ad spend.

But SEO is complex. From technical optimisation to content strategy and link building, effective SEO requires specialised expertise. That’s why many businesses choose to outsource SEO to professional agencies but the results you get depend heavily on who you hire. Learn more about how to select the right SEO agency.

Define Your SEO Goals

Before you start looking for SEO agencies, it’s vital to understand what you’re trying to achieve. Ask yourself:

• Do you want to drive more organic traffic?
• Are you targeting local customers?
• Do you want to increase sales or online visibility?
• Are you launching a new website or recovering from a Google penalty?
• Clear goals help ensure you’re aligned with the right kind of agency, whether that’s a SEO agency, a technical SEO specialist, or a content-driven agency.

Tip: Make your goals measurable. For example, “increase organic traffic by 30% in 6 months” or “rank in the top 3 for ‘London accountant’.”

 

Set a Realistic SEO Budget

SEO is an ongoing investment, not a one-time fix and pricing in the UK can vary significantly depending on the size of your business, project scope, and the agency’s level of expertise. To get an idea of costs, see our post on how much digital marketing costs in the UK.

Typical Price Ranges in the UK

While no two agencies charge exactly the same, here are some benchmarks:

• Micro business campaigns: from £1,000 per month
• Small to medium-sized businesses: £2,000 – £10,000 per month
• Larger or enterprise accounts: £10,000+ per month

If you’re a startup or SME, aim to allocate at least £1,000–£2,000 per month to see meaningful, sustainable results,  especially in competitive industries.

Hourly Rates Across UK Agencies

According to the WOW Accountants’ State of the Agency Nation (BenchPress) 2025 report:

• 27% of UK agencies charge between £116 – £130/hour
• 23% charge more than £130/hour

At Koozai, our retainer day rate is £825, offering experienced SEO expertise at strong value, sitting at the more affordable end of the professional UK agency spectrum.

What About Cheaper SEO?

You might find agencies offering SEO services from £50/hour, but here’s what to consider before signing on:

• Lower rates often reflect minimal investment in SEO software, tools, or training.
• These agencies may outsource your work overseas, leading to a lack of transparency and reduced quality control.
• Lower wages can mean less experienced staff, or generic, low-impact strategies.

Remember: Cheap SEO might save money in the short term, but poor quality can lead to wasted budget, penalties, or even harm your long-term rankings.

Shortlist Reputable SEO Companies

Once you’ve defined your goals and set your budget, it’s time to build a shortlist of potential SEO providers.

Where to Look:

• Word-of-mouth referrals
• Clutch.co or DesignRush for verified reviews
• Google reviews and case studies
• LinkedIn agency profiles and founder bios

What to Evaluate:

• SEO expertise (on-page, off-page, technical)
• Niche experience in your industry
• Proof of performance (case studies, rankings, traffic growth)

Signs of a trustworthy agency:

• Custom strategies
• Regular, data-driven reporting
• Clear communication and transparency
• Long-term focus (not quick wins)

Ask the Right Interview Questions

After narrowing your shortlist, schedule discovery calls or send a Request for Proposal (RFP). Don’t just focus on pricing focus on strategy and communication.

Key Questions to Ask:

• What’s your SEO process from audit to execution?
• How do you build backlinks?
• How do you stay up to date with algorithm changes?
• What KPIs do you track?
• Can you share SEO case studies from our industry?
• What tools do you use for reporting?
• Do you guarantee rankings? (Correct answer: No, because no one can)

Narrow Down to the Best SEO Expert

At this point, you’ve likely spoken to several agencies and gathered proposals. Now it’s time to compare them and choose the one best suited to your needs.

How to Choose:

• Revisit your SEO goals, which agency aligns best?
• Compare deliverables (strategy, content, links, audits)
• Assess cultural fit and communication style
• Review client testimonials, case studies, and contract clarity
• Don’t just pick based on price, pick based on value, expertise, and long-term ROI.

Spot Red Flags and Build Trust

Before committing, it’s essential to assess trust signals and avoid SEO companies that may cause more harm than good.

Red Flags:

• “Guaranteed rankings” or “instant results”
• No contract or vague deliverables
• Poor communication or resistance to reporting
• Lack of transparency about methods
• Use of black hat SEO techniques like keyword stuffing, PBNs, or link farms

Positive Trust Signals:

• Transparent reporting on traffic, rankings, backlinks
• Clear explanation of SEO strategy and timelines
• Client reviews, Google ratings, and verified testimonials
• Proven track record with case studies
• Customised proposal tailored to your business
• Clear contract terms with deliverables, timeline, and scope

Remember, SEO is a long-term game. Agencies that overpromise or avoid detail are usually not worth the risk.

Final Thoughts: The Right SEO Company Is a Long-Term Partner

Choosing an SEO agency isn’t just about rankings, it’s about trust, transparency, and long-term results. A good SEO partner will feel like an extension of your team, working closely to align with your business goals and grow your presence in the search results.

With the right research, questions, and awareness of what to watch for, you can confidently choose an SEO company that delivers lasting value.