Disclosure: Codwa Studio offers SEO services, so we are one of the companies you might consider. This guide doesn't rank or review any specific agency. It focuses on criteria you can use to judge any agency, including us.
Hiring an SEO agency is hard to judge up front. Results take months, every agency sounds confident on the first call, and the work happens mostly out of sight. This guide gives you a way to evaluate agencies before you sign anything, whether they sit in your city or on another continent.
What an SEO Agency Actually Does
Most SEO work falls into three areas:
- Technical: making sure search engines can crawl and index your site, page speed, site structure, mobile usability, and structured data.
- Content: keyword and search intent research, deciding which pages to create or improve, writing, and internal linking.
- Authority: earning trust signals from outside your site, such as relevant backlinks, mentions, and consistent business profiles. Our guide to off-page SEO covers this in more depth.
A good agency can explain how much of each your business needs, and why. Be cautious of anyone selling the same package to every client.
When You Don't Need an Agency Yet
Google's own guidance on whether you need an SEO notes that a small local business can probably do much of the work itself. It also warns that an SEO's recommendations take time and effort to implement, so hiring one isn't worthwhile if nobody on your side will act on them. You may want to wait if:
- Your website isn't finished or its purpose is unclear. SEO builds on a sound foundation. Fixing the site first often pays off more.
- Visitors have nothing clear to do. Traffic without clear service pages and an easy way to get in touch produces nothing.
- Your budget covers only a month or two. SEO is a medium-term investment. Timelines depend on competition and the current state of your site.
- No one can implement the recommendations. Strategy without execution is just a report.
In that case, start with the basics: a Google Business Profile if you serve a local area, clear service pages, and Google Search Console.
7 Criteria for Judging an SEO Agency
1. They explain strategy, not just services
Ask how they decide which pages to work on first and why. A good answer refers to keyword research, search intent, and your site's current state. A generic list of services is a weak sign.
2. Their experience fits your situation
They don't need your exact industry, but they should understand how your customers find you. A local service business, an ecommerce store, and a B2B software company search very differently.
3. Their proof can be checked
Ask for case studies that state the starting point, the work done, the time period, and the result. Large numbers without context deserve skepticism. Look at their portfolio or client sites yourself, and check whether those sites load fast and are structured clearly.
4. Reports connect to business outcomes
Useful reports show organic traffic, which pages improved, and what that meant for the business, such as enquiries or sales. Keyword counts and impressions alone don't tell you whether the work is paying off.
5. The scope is written down
Know what gets done each month, who writes content, who touches your site, and what happens if targets aren't met.
6. Communication is honest
Do they explain things in plain language? Will they tell you "this isn't worth doing yet"? An agency that agrees to every request without weighing priorities is not protecting your budget.
7. They can work on the website itself
SEO often stalls on technical and design problems, like slow pages or confusing structure. Ask whether the agency can fix these directly or must wait on other vendors.
Questions to Ask on the First Call
Several of these echo Google's advice to interview a potential SEO, including asking how they measure success.
- What are the first three priorities for our site, and why?
- How do you measure success beyond keyword rankings?
- How long until we see early results for a business like ours, and what affects that?
- Who will work on our account day to day?
- How do you approach backlinks, and what kinds of sites do you target?
- Will we keep full ownership of Search Console, Analytics, and website access if we part ways?
- How do you approach visibility in AI-generated search answers, and what can't you promise?
- What happens if results don't match expectations?
Question 6 is the one people forget. Your accounts and data should stay yours.
Local, Remote, or Overseas: Choosing Across Borders
Many businesses now hire agencies in a different city, country, or time zone. That can work well, and it can widen your options and your budget. It also changes what you should check:
- Market knowledge. Search behavior, competitors, and even spelling differ between the US, UK, Australia, and elsewhere. Ask how they research your market, and whether they can show work for customers in a similar region.
- Language and tone. Content must read naturally to your audience. Check English samples for the variety you need (US, UK, or Australian) rather than assuming it will be adjusted later.
- Time zones and response times. Agree on a regular meeting slot, the channel for urgent issues, and expected reply times in writing.
- Contracts, invoicing, and payment. Clarify the currency, who handles taxes, payment terms, notice period, and who owns the deliverables.
- Local signals. If you serve a local area, ask how they handle Google Business Profile, local citations, and reviews, and whether they have worked on your type of business.
- Multi-country sites. If you target several regions or languages, ask whether they know how to signal this to Google. Google's documentation on localized versions of your pages explains hreflang, and mistakes here can cause the wrong page to appear in the wrong country.
If you are weighing an overseas studio, see how we work with international clients as an example of what to expect from a remote engagement.
Red Flags to Watch For
- Guaranteed #1 rankings or instant results. No one can guarantee a specific position on Google.
- Unsolicited outreach. Google advises being wary of SEO firms that email you out of the blue.
- Bulk-bought links or private blog networks. Google's spam policies define links created mainly to manipulate rankings as link spam, and sites that violate the policies may rank lower or not appear at all.
- Secret methods. If everything is proprietary, you can't tell whether your money is being used well. You remain responsible for what a company you hire does on your behalf.
- Long contracts with no review points. Look for regular check-ins and a clear exit.
- Reports you can't connect to your business. If you don't understand a number, ask until you do.
Comparing Your Shortlist
After speaking with two or three agencies, compare them side by side.
| Criterion | What to check |
|---|---|
| Strategy | Are priorities explained with sound reasoning? |
| Evidence | Are there case studies with context and time frames? |
| Scope | Are monthly work and limits written down? |
| Reporting | Do reports tie SEO to business results? |
| Ownership | Do you keep your accounts and assets? |
| Market fit | Do they understand your region, language, and customers? |
| Communication | Is it clear, honest, and workable across time zones? |
| Cost | Does the price match the scope, rather than just being cheap or expensive? |
Score each from 1 to 5, but don't let the total decide for you. Fit and communication often matter as much as the numbers.
Understanding Pricing
Agencies usually charge in one of three ways: a monthly retainer, a fixed price for a defined project such as an audit or site rebuild, or an hourly rate for ad hoc help. Prices vary widely with scope, competition, and site size, so compare what you receive rather than the headline fee: content volume, technical work, reporting frequency, and who does the work. Ask about any quote that is far above or below the others. You can see how we present our plans on our pricing page.
About Codwa Studio
Codwa Studio is a digital studio based in Jakarta, Indonesia, building websites and providing SEO and content for small and mid-sized businesses, including clients outside Indonesia such as Australian businesses. Our strength is combining web development and SEO in one team, so design and search needs are decided together from the start.
We are a growing studio and fit best for small to mid-sized businesses that want a solid website and SEO foundation together. If you need a large team with dozens of specialists or a national-scale campaign, that isn't our focus today. The criteria above apply to us too, so please use them.
Conclusion
The right SEO agency can explain its strategy, show evidence you can verify, report results in business terms, and leave you in control of your accounts, wherever it is based. Set a clear goal, compare two or three candidates against the same criteria, and be willing to wait if your website isn't ready.
Want to talk through your SEO needs? Explore our SEO services or check the pricing page for a starting point.
