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How to choose an SEO agency or consultant
The questions to ask, and the answers that should worry you.
Last updated October 2026.
Introduction
Most bad SEO experiences start with a contract signed before anyone explained the work. These are the questions that sort that out before you sign.
01 - Agency, consultant or freelancer
Agency, consultant or freelancer.
01Agency
A team, an account manager and usually a longer contract. Suits larger sites that need lots of hands.02Consultant
One senior person who sets the strategy and often does the work. Suits small and mid-sized businesses that want to deal with the person doing it.03Freelancer
Usually handles set tasks. Suits businesses that already know what needs doing.
02 - Questions to ask
Questions to ask.
01What will you do in the first 90 days?
You want specific pages and fixes, not "optimisation".02Who does the work?
The person on the sales call, or someone else?03Can I see a report you send another client?
Names removed is fine. Look for what was done and what changed.04What happens if I want to leave?
Notice period, and what you take with you.05Do I own my accounts?
Your Google Business Profile, Analytics, Search Console and website should be in your name.06How do you handle AI search?
A good answer mentions testing real questions, not a special product.
03 - Red flags
Red flags.
01Guarantees
Number one on Google or a spot in ChatGPT. Nobody controls either.02Long lock-ins with no exit
Twelve months with no way out is a sales tactic.03Secret methods
If they can't explain what they do, you can't check it.04They own your accounts
Your profiles and data should never be held by the agency.05Rankings nobody searches
Reports full of positions for terms with no search volume.
04 - The Australian rules
The Australian rules.
Under the Australian Consumer Law, claims about results have to be backed up, which is why guaranteed rankings are a risk for the agency as well as you. Unfair terms in small business standard-form contracts can also attract penalties. This isn't legal advice. If a contract worries you, have someone check it.
05 - Where I fit
Where I fit.
I'm a consultant: one person, start to finish, and you own everything. If I'm not the right fit, I'll tell you who is.
06 - FAQ
Hiring questions.
Should I sign a 12-month SEO contract?
Only if you can leave if it isn't working. A short minimum, then month to month, is fairer.
How long until I see results?
First movement in weeks, real results in three to six months. Google Maps often moves faster.
Are cheap SEO packages worth it?
Sometimes for a very small local business. Ask what work is done each month and who does it.
08 - Contact
Want to be found first?
Tell me about your business and I'll tell you what's worth doing. If I can't help, I'll say so.
Prefer email? kate@foundfirst.com.au
Or call 0432 573 646