Insights to Finding the Right SEO Agency for your Business

Success in business is becoming increasingly competitive. Increasing your reach online, and boosting visibility across Google and multiple social media platforms is not possible without a holistic strategy. What’s more, unless you are able to consistently create your brand, you won’t be able to attract and convert potential customers. The fact of the matter is that customers start their buyer’s journey online: either on a search engine or a social media platform.

imFORZA reported that a search is at the forefront of more than 90 percent of all online experiences. While on the one hand, this means that through search engine optimisation, SEO, Melbourne businesses can tap into opportunities that would otherwise be out of reach. On the other hand, this also means that you can’t afford to let this opportunity slip through your fingers.

Different options, including doing your own SEO, are available to you. However, it is better to let the experience and expertise of the professionals handle it. This is where SEO agencies come in, which begs the question: What makes an SEO Agency the right one for your business?

Before we discuss that, let us clarify…

• SEO is non-negotiable for increasing online visibility and reaching potential customers where their journey begins—search engines.
• Don’t judge an agency by its website design, rankings, or brand size—dig deeper into proven results and specialisation.
• Google’s local search results can be biased, often favouring proximity over actual SEO skill or service quality.
• A strong agency portfolio, transparent pricing, and upfront communication are essential signs of a reliable SEO partner.
• Ask smart questions to uncover the agency’s approach, experience, reporting frequency, and commitment to ROI.
• Avoid black-hat practices—seek ethical SEO strategies that prioritise long-term gains and user value.

Table of Contents

1. Key Takeaways
2. Common Misconceptions That Mislead You
   • A Pretty Website Doesn’t Mean SEO Expertise
   • Top Google Rankings Don’t Guarantee Results
   • Big Brands Aren’t Always the Best SEO Providers
3. The Limitations of Relying on Google to Find an Agency
4. How to Spot a Reliable SEO Agency Every Time
   • Study Their Portfolio
   • Check Affordability
   • Discuss Strategy & ROI
   • Ask the Right Questions
5. Final Thoughts: Research Before You Commit
6. FAQ: Finding the Right SEO Agency

When searching for the right SEO agency, it’s easy to fall for surface-level indicators. Many businesses make decisions based on flashy websites, high rankings, or brand size—but these don’t always reflect real SEO expertise.

While a fast, professional-looking website with clean design and smooth navigation is ideal, it doesn’t necessarily indicate strong SEO capabilities. Unless you’re also hiring the agency for web design services, don’t let visuals sway your decision. Instead, prioritise their track record, client success stories, and proven SEO results.

Just because an SEO agency ranks first on Google for “SEO services in [Your City]” doesn’t mean they’re the best option for your needs. Ranking high could be due to:

• Smart keyword targeting
• A long-standing domain
• Or even a large paid advertising budget

Always dig deeper into how they achieved that ranking—don’t assume it reflects their ability to do the same for you.

A company making millions or employing hundreds isn’t automatically good at SEO. Their success may come from selling digital products, affiliate marketing, or other revenue streams unrelated to SEO. In some cases, SEO is an added service they outsource, not a core strength.

Big companies can also dominate the top of search results with large PPC (pay-per-click) budgets, not necessarily with organic SEO efforts.

Do Your Due Diligence

The bottom line? Ask the right questions. What SEO strategies do they use? Can they show results from real clients? Is SEO their specialty or just one of many services?

Just like hiring a certified accountant, your decision should be based on credentials, experience, and focus—not flash or fame.

Google has changed the landscape of the internet and the world ever since it was conceived in 1989. Now, all you need to do is write/speak the desired search query in the search bar and press/tap search. Google makes it possible to go through more than 30 trillion pages just to view the most appropriate results .

However, Google being a very powerful and innovative algorithm still has some blind spots in the way it works. For instance, the feature responsible for helping you look for a business, Google’s local algorithm, is skewed.

When you are looking for an SEO firm via Google search, its priority would be listing the businesses in your area. All it takes are a bunch of reviews and photos for a business to end up there. Or, a listing in Google My Business can get a business there. This might be a positive thing if say you were looking for where to have lunch. However, finding other kinds of businesses becomes trickier because of this reason.

For example, try searching for “best SEO company” from among the many SEO Agency Melbourne alternative search phrase and this is what Google will show you:

Google assumes on your behalf that you’d prefer a business that is conveniently located in your geographic area. Now try doing the same SEO Agency Melbourne search while in Sydney.

This is what you will see; a list of completely different names! Let’s take this further and go down the page to make things even more complicated. Here’s the SEO Melbourne page again:

 

At first glance, you think you have some good useful results. There are 2 different sites that rank SEO agencies in the area and 3 SEO companies. Revisit the search results to see if something strikes you as odd about those names for the search phrase SEO Agency Melbourne. Three of them are ads while a couple of them look spammy enough to put you on your guard.

A high ranking isn’t always a bad thing because it just might be the exceptional content on their website that landed them here. But while a high rank isn’t always bad news, here are some other reasons why an SEO company might end up in the top rankings on Google:

• Being the only considerable sized SEO company in a geographical area might have taken a company there.
• The company has been trying to get more clients with the help of a search engine marketing initiative.
• The company is actually an aggregator who simply sells their spots to the highest bidders.
• The company is similar to other sites that you visited in the past.
• The company knows exactly what they are doing and deserves to be on the top.

Whenever you search Google for such a business, try not to limit your search results to just your city. Results geared to your industry and the specific role you play in it are much harder to find. So, if you aren’t a restaurant or some other highly localised business, look for results that are national and even international!

So, Google is no good when looking for a good SEO company. Don’t start cursing just yet because it is easy to find the SEO agency right for you. Even when it seems that Google is working against you!

Many businesses will have no trouble about being listed on an SEO agency’s website as past clients. Go through the different case studies, if there are any. If what you find instead is a list of businesses, then do some investigating. However, if you find neither, then consider this a potential red flag. You might want to wait and do research before hiring such a firm for anything! Check out if it has even worked with any actual companies before.

Why should you look at an agency’s portfolio? Because it will help you understand if it is right for your kind of business and the niche it occupies in your industry. After all, if it the SEO firm has served them, then they would understand your requirements much better. It also means they would have experience in what it takes within your industry to get the kind of results you want. Don’t get spooked if the Melbourne SEO Agency has a portfolio with experience in working for many different industries. A versatile firm could work out in your favour since it is likely they will also be highly adaptable.

If you can’t afford their services, then even the best of SEO agencies won’t do you any good! Don’t think that if a firm has high cost for doing good SEO, it means they will deliver better results. Do not just limit your choice to one SEO firm but shortlist a few of them. Then compare what each is offering in terms of SEO services with the price they are asking. You will not only get a better deal but also find a good SEO agency that you can retain while staying within your expenditure limits.

Now that you have determined how much you much you will be paying, work out your return on investment against the SEO investment itself.

Another important topic to discuss with the SEO firm, is the kind of techniques they will be implementing. While it might involve some serious head-scratching information, you will have to go through this with them. The firm should be ready to walk you through the methods they will be implementing.

Some of the most commonly used techniques include:

• Keyword Research & Optimisation
• Headline Evaluation
• Link Evaluation
• Link-Building

If they aren’t disclosing this take extra caution in engaging the SEO Agency. For instance, links are an important factor for how Google looks at your web page, including both external and internal links. Therefore, the SEO firm linking a blog on one of the products you are selling to the product page is understandable. Not just for you but Google will also be able to relate the two pages.

However, a black hat SEO company can make dubious use of links by creating links and intentionally then linking them to your competitors’ websites. While the rankings for them go down with this practice, yours will go up. However, this can be bad for business since Google has caught on to building of destructive links.

Lastly, discuss with the SEO Melbourne firm how frequently you can expect progress reports from their sides. Also, verify the tracking processes they’ll be using to quantify the ROI for you. Different firms use different methods, including number of e-mail requests, phone calls, online form completions for tracking. If it isn’t quantifiable, then it isn’t any good to you!

An important way of finding out an agency that has all the right answers is to ask the right questions. Some of the questions mentioned below might come in handy when you are out looking for a good SEO firm:

• What references does the firm come with? (Don’t just stop there; when they provide those references, do some verifying!)
• Can they give you samples of successful results from the past cases? (Ask them for results that made it to top in the major search engines, namely Google)
• How long have they in business?
• What kind of internet marketing experience does the firm have under its belt?
• How many keyword phrases for optimisation are covered under the price they have quoted?
• How will they be maintaining your site and monitoring it over time?
• Since SEO won’t happen just once, how do they intend to keep you informed?
• What will be the frequency of reports they will sending in?
• Do they have additional strategies beyond SEO, such as ones for generating traffic or optimising conversion rate?

Caution will pay off later in terms of a good reputation and a successful website if you vet your vendors the right way. If you want research supporting the SEO Melbourne firm that you have chosen, reputable third party review websites are the way to go. With their help, you can easily shortlist the firms with exemplary track records, real results, and legitimate reviews.

Choosing the right SEO agency isn’t about picking the biggest name or the flashiest website—it’s about finding a strategic partner who understands your goals, communicates clearly, and delivers measurable results. With the right SEO agency by your side, your business won’t just be more visible—it will attract the right traffic, generate quality leads, and build lasting credibility online.

Take the time to evaluate each agency’s portfolio, pricing, processes, and past performance. Ask thoughtful questions, check real-world reviews, and stay alert to red flags. Whether you’re a local business or competing on a national scale, doing your homework now will pay off in sustainable growth and a stronger digital footprint down the line.

Remember: SEO isn’t a one-time task—it’s an ongoing strategy. And the right agency will walk with you every step of the way.

What should I look for in an SEO agency?

Look for a proven track record, industry-relevant experience, ethical SEO strategies, and transparency in reporting. Ask for case studies and real-world examples of their success.

Can a local SEO agency guarantee top rankings on Google?

No credible SEO agency can guarantee rankings due to constant algorithm changes. Be cautious of firms that promise #1 rankings—it often signals unethical practices.

Is a high-ranking SEO agency always the best choice?

Not necessarily. A high rank may result from paid ads, a long-standing domain, or keyword targeting. Always evaluate the agency’s actual SEO capabilities, not just where they rank.

Why shouldn’t I choose based solely on budget?

Cheap SEO often cuts corners or uses outdated methods. Invest in quality service with clear deliverables, but ensure the price aligns with your goals and expected ROI.

How can I verify an agency’s claims?

Ask for verifiable client references, check independent review platforms, and review detailed case studies or performance data. Transparency is key.

What questions should I ask before hiring?

Ask about their SEO techniques, experience with your industry, reporting frequency, and how they measure success. Ensure they explain things clearly and honestly.