What questions to ask a local SEO company: 20 questions with good and bad answers

A sales call with an SEO agency can feel like a quiz you didn't study for. They talk about "authority", "signals" and "proprietary systems", and you nod along. The fix is simple: walk in with your own list. This guide covers what questions to ask a local SEO company, and what a good and a bad answer sound like for each one.

Use these twenty questions to compare agencies fairly, spot weak offers early and sign with confidence.

Why the questions matter

Most local SEO disappointments come from three gaps: you didn't know what work was included, you couldn't see results, or you lost control of your accounts. The right questions close all three before you pay anything.

Bring the list to every call. Ask the same questions to each company and write down their answers. It turns a sales pitch into a fair comparison.

Questions about results and proof

1. "Can you show me results for a business like mine?"

Good answer: examples from your industry or a similar one, with before-and-after data.
Bad answer: "Every business is unique" with no examples at all.

2. "How do you measure local rankings?"

Good answer: "We track Google Maps positions from a grid of points across your service area every month."
Bad answer: "We check where you rank" with no method, or screenshots taken from one location.

Rank grids matter because your position changes with the searcher's location. Read why your Google Maps rank is a map, not a number.

3. "What results should I expect, and when?"

Good answer: realistic stages: profile fixes in the first weeks, steadier growth over three to six months, depending on competition.
Bad answer: "Number one in 30 days, guaranteed."

4. "Can I speak to a current client?"

Good answer: yes, or a written case study with the client's permission.
Bad answer: excuses, or only anonymous testimonials.

Questions about the work itself

5. "What exactly will you do each month?"

Good answer: a task list: profile updates, posts, review management, citation fixes, page improvements, reporting.
Bad answer: "Ongoing optimization."

6. "What will you change on my Google Business Profile first?"

Good answer: specific items from an audit: category, services, description, photos.
Bad answer: adding keywords to your business name. That breaks Google's rules.

7. "How will you help me get more reviews?"

Good answer: a system to ask every customer with a direct link or QR code, plus replies to every review.
Bad answer: anything involving paid, fake or incentivized reviews.

8. "How do you build links and citations?"

Good answer: fixing existing listings, key directories, and real local links from partners, sponsors and press.
Bad answer: "We'll add you to 500 directories" or buying links in bulk.

9. "What will you change on my website?"

Good answer: service pages, title tags, local schema, speed fixes, each explained.
Bad answer: "We'll need to rebuild your whole site" before any audit.

10. "Who does the work?"

Good answer: named people, with their experience.
Bad answer: a vague "our team".

Questions about reporting

11. "Can I see a sample monthly report?"

Good answer: a real report with names removed, showing rankings across the area, calls, direction requests, reviews and work done.
Bad answer: traffic graphs only.

12. "Which numbers will you report on?"

Good answer: calls, direction requests, map rankings, reviews and leads, tied to your goals.
Bad answer: "impressions" and "visibility scores" with no link to customers.

13. "How often will we talk?"

Good answer: a monthly report and a short call, plus quick answers by email.
Bad answer: "We'll reach out when needed."

Questions about ownership and access

14. "Who will own my Google Business Profile?"

Good answer: "You do. We'll be added as a manager."
Bad answer: "We create and own it for you." If you leave, you could lose it.

15. "Who owns the website changes and content you create?"

Good answer: you, fully.
Bad answer: content that stays on their servers or stops working when you cancel.

16. "Will I have access to all tools and accounts?"

Good answer: yes: analytics, Search Console, profile, website.
Bad answer: "We handle all that, you don't need access."

Questions about contract and price

17. "What's included in the price, and what costs extra?"

Good answer: a clear scope with any add-ons priced up front.
Bad answer: surprises later: "content is extra", "links are extra".

18. "How long is the contract, and how do I cancel?"

Good answer: month-to-month or a short initial term, with 30 days' notice.
Bad answer: 12 months with no exit.

19. "What happens when I leave?"

Good answer: a clean handover of accounts, reports and documentation.
Bad answer: silence, or fees to release your own accounts.

For typical pricing, see how much local SEO costs.

Questions about partners and outsourcing

20. "Can your SEO company do this yourselves, or do you use partners?"

Many agencies outsource parts of the work, such as content or citations. That's not a problem in itself. What matters is transparency.

Good answer: "We do strategy and profile work in-house and use a trusted writer for content. Here's how we check quality."
Bad answer: hiding it, or not knowing who does the work.

How to score the answers

After each call, score every answer from 1 (vague or worrying) to 3 (clear and specific). Then compare the totals.

Any bad answer on ownership (14–16) or reviews (7) is a deal-breaker, however high the rest scores.

For a broader guide to choosing, read how to choose the best local SEO company.

After you sign: keep checking

The questions don't stop at the contract. Keep an independent view of your results:

• Run your own rank grid at the start, so you have a baseline that isn't from the agency.
• Check your profile's performance report every month.
• Ask new customers how they found you.
• Review the agency's report against what you see yourself.

A Google Maps rank tracker lets you verify any agency's work in minutes.

Prepare before the first call

You'll get better answers if you bring some facts of your own. Spend 30 minutes on this before talking to any agency:

1. Know your numbers. What's an average customer worth? How many new customers do you want per month?
2. Know your best services. Which ones bring the most profit? Those are the keywords that matter.
3. Run a baseline rank grid for your top two or three keywords, so you know where you stand today.
4. Check your profile. Are your category, hours, photos and services correct? An agency that misses obvious problems isn't paying attention.
5. List your competitors. Who shows in the top 3 when you search? Ask each agency how they'd beat them.

With this in hand, you can judge whether a proposal addresses your real gaps or is a standard package with your name on it.

Summary and next step

The right questions turn an SEO sales pitch into a fair comparison. Ask about proof, monthly work, reporting, ownership and contracts, and listen for specific, honest answers. Walk away from guarantees, fake review schemes and anyone who wants to own your accounts.

Go into every call with your own data. Start a free Local Rank Grid trial, run a baseline rank grid and a profile audit, and see whose plan actually fits your gaps. No card needed.

FAQ

What is the most important question to ask an SEO company?

"How do you measure local rankings, and can I see a sample report?" It shows whether they track your real visibility and how transparent they are.

Should a local SEO company guarantee results?

No. Nobody controls Google. Honest companies guarantee the work and reporting, not rankings.

Who should own my Google Business Profile?

You should always be the owner. An agency should only be added as a manager.

How long should a local SEO contract be?

Month-to-month or a short initial term of around three months is fair. Be cautious with long lock-ins.

Is it bad if an SEO company outsources work?

Not necessarily. It's fine if they're open about it and check the quality. Hidden outsourcing is the problem.

How many SEO companies should I talk to?

Three is a good number. It gives you a fair comparison without spending weeks on calls.

What should a local SEO proposal include?

A baseline of where you rank today, the specific fixes they found, a monthly task list, a sample report, the price, what's extra and the contract terms.