Choosing an SEO agency is a big decision for a small business. You’re trusting someone with your website, your Google profile and a monthly budget, and good SEO takes months to show its full results. Pick well and it can become your best source of leads. Pick badly and you can lose money, time, and sometimes your rankings.
Here are the questions we’d ask if we were a Wollongong business owner choosing an SEO agency, including us. A good agency will be happy to answer every one.
1. “What will you do in the first 90 days?”
A good agency should be able to explain, in plain English, what happens first: an audit, keyword research, technical fixes, Google Business Profile work, and which pages they’ll create or improve. If the answer is vague (“we’ll optimise your site”), ask for specifics.
2. “Which keywords will you target, and why?”
The right keywords are the ones your customers actually search for, for the services that make you money, in the areas you want to work. Be wary of agencies that promise rankings for obscure keywords nobody searches. Ranking number one for something nobody types doesn’t bring in work.
3. “How will you help me rank in Google Maps?”
For most local businesses, the Google Maps “map pack” brings in a lot of calls. An agency working with local businesses should talk about your Google Business Profile, categories, reviews, photos and consistent business details. If they don’t mention Maps at all, they may not specialise in local SEO. (We explain how the map pack works in how to rank in the Google Maps pack in the Illawarra.)
4. “How do you build links?”
Links from other websites still matter, but how they’re built matters more. Good answers include local partnerships, sponsorships, industry associations, PR and genuinely useful content.
Red flag: “We’ll get you 100 links a month.” Cheap, bulk links are often from low-quality networks that break Google’s guidelines and can harm your rankings. Ask to see examples of links they’ve built for other clients.
5. “What will my monthly report show?”
You should get a clear monthly report that covers:
- Rankings for your important keywords
- Google Search Console impressions and clicks
- Google Business Profile views, calls and direction requests
- Enquiries and calls from your website
- What was done this month and what’s planned next
The best reports focus on business results: calls, leads and bookings, not just traffic. If a report is 30 pages of charts you don’t understand, ask for a summary in plain English.
6. “Who will actually do the work?”
Some agencies sell you on a senior strategist, then hand your account to a junior or an overseas team. That’s not always bad, but you should know. Ask who will be your main contact and who will do the work.
7. “Is there a lock-in contract?”
SEO needs time, so a short minimum term (for example, three months) is reasonable for setting things up properly. Long lock-ins of 12 months or more with no way out are a warning sign, because a confident agency shouldn’t need to lock you in. Ask about notice periods too.
8. “Do I own everything?”
You should own your website, your domain, your Google Business Profile, your Google Analytics and Search Console accounts, and any content written for you. If you leave, all of that should stay with you. Some agencies keep content or accounts in their own name, which makes leaving difficult.
9. “What do you need from me?”
Good SEO is a partnership. The agency will need your input on services, photos, customer questions and approvals. A good agency will tell you upfront what they’ll need and how much of your time it takes.
10. “Can you show me results for a business like mine?”
Ask for examples, ideally from local businesses or similar industries. Be cautious of screenshots with no context. A good agency will explain what they did and what changed, and won’t claim results they can’t back up.
11. “What happens if rankings drop?”
Rankings move. Google updates its algorithm and competitors improve. Ask how the agency monitors rankings and what they do when something drops. You want an agency that investigates and explains, not one that goes quiet.
12. “How do you handle AI search?”
More people are asking ChatGPT, Gemini and Google’s AI answers for recommendations. An agency that’s keeping up should be able to talk about getting your business recommended in AI answers, through clear content, consistent details, reviews and structured data. Our guide on getting recommended by ChatGPT and AI search explains more.
Red flags to avoid
Walk away, or at least ask hard questions, if an agency:
- Guarantees number one rankings. Nobody controls Google.
- Promises results in days or weeks. Real local SEO takes months. See how long SEO takes in Wollongong.
- Won’t explain what they’re doing. “Secret sauce” usually means nothing, or something risky.
- Sells cheap link packages or offers fake reviews.
- Keeps your accounts or content in their name.
- Only reports traffic, never calls or enquiries.
- Locks you into a long contract with no exit.
Local or not?
A local Wollongong agency isn’t automatically better, but it can help. Local agencies know the Illawarra suburbs, the local competitors and how people here search. It’s also easier to meet face to face. Whatever you choose, the questions above matter more than the postcode.
What about price?
SEO pricing varies widely. Very cheap SEO often means very little work, or risky shortcuts. Very expensive doesn’t always mean better. What matters is what’s included and whether it’s focused on your goals. Our guide to SEO costs in Wollongong explains typical pricing and what you should get for your money.
How we answer these questions
We’d encourage you to ask us all twelve. Our SEO services in Wollongong start with a free audit, our plans run month to month after a 3-month minimum, you own all your accounts and content, and our monthly reports focus on calls and enquiries in plain English. Our prices are published on our pricing page, so you know where you stand before we talk.
Book a free SEO audit and ask us anything.
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