Use this scorecard to compare two or three SEO firms side by side after your first calls. Score each row from 1 to 5.
| Area | Score 1 if… | Score 5 if… |
|---|---|---|
| Proof of results | Only testimonials, no data | Search Console evidence for similar businesses, with dates |
| Process | "We'll do on-page and off-page" | A written 90-day plan naming pages, keywords and fixes |
| People | Unknown or junior-only team | Named senior strategist plus named specialists |
| Transparency | Rank report only | Every URL published and link built, monthly, plus access to all data |
| Terms | 12-month lock-in, accounts in their name | Short minimum term, notice period, you own everything |
An SEO firm's own site is a free sample. Is it fast on mobile? Does it rank for anything? Does it publish its prices and process? Does it have real case studies?
Buyers now ask ChatGPT, Gemini and Perplexity for recommendations. Ask how the firm makes clients easier for AI assistants to find and cite. See what GEO and AEO mean.
If you are unsure, start with an audit or a 3-month engagement and judge the firm on the quality of its work and reporting.
Send your website. You get a free SEO snapshot within 48 hours, then a call to walk through it.