How to Choose an SEO Agency That Actually Delivers

Why this matters

Choosing the wrong SEO agency costs you more than money — it costs you time you can’t get back. Bad SEO can actively harm your rankings, and recovering from penalties or poor strategy can take months.

This guide gives you a practical framework for evaluating SEO agencies in Australia so you can make an informed decision.

What to look for

The best SEO agencies share a few common traits: they publish their pricing (so you know what you’re getting before the sales call), they don’t require long lock-in contracts (because they’re confident their results will keep you), and they focus on metrics that matter to your business — not vanity numbers like “impressions” or “domain authority.”

Ask any agency you’re considering: what does success look like at 3 months, 6 months, and 12 months? If they can’t give you specific, measurable targets, that’s a red flag.

Red flags to avoid

Be cautious of agencies that guarantee page 1 rankings (nobody can guarantee that), require 12-month contracts upfront, won’t show you examples of current client results, or focus heavily on technical jargon without explaining what it means for your business.

Also watch out for agencies that don’t ask about your business goals. SEO isn’t about rankings for their own sake — it’s about driving qualified leads and revenue.

How to assess ROI

Before signing, do some basic maths. How many new enquiries per month would make the investment worthwhile? What’s your average customer lifetime value? If a $1,500/month SEO investment generates 5 extra enquiries per month and you close 2 of them at $2,000 each, that’s a $4,000 return on a $1,500 spend.

The best agencies will help you build this business case before you commit.

Questions to ask

Ask about their reporting cadence, what tools they use, who will actually be doing the work (not just the sales person), and whether they have experience in your industry. Industry experience matters because compliance requirements, competitive landscapes, and customer search behaviour vary significantly between sectors.

Our approach at Proto SEO

We publish our pricing, don’t require lock-in contracts, and focus on the metrics that drive your business forward. Our SEO packages start at $500/month for local businesses and scale based on your growth goals.

Not sure where to start? Our free website audit will show you exactly where your site stands and what the biggest opportunities are.