What makes an SEO company one of the best?
There is no official list of the best SEO companies. A good one is transparent about what it will change and why, follows Google's published rules, measures results in leads and sales rather than vanity rankings, and leaves you owning your website, Google Business Profile, Search Console and Analytics.
Treat lists titled 'best SEO agencies' with care: check who wrote them and whether listings are paid. Treat them as a starting point, not a verdict.
Google's own guidance on hiring an SEO says a good one can review your site's content and structure, give technical advice on things like redirects and error pages, research keywords and develop content. That gives you a fair baseline for what you should be paying for.
Source: Google Search Central, Do you need an SEO?
What questions should I ask an SEO company before hiring?
Ask to see examples of past work, whether they follow Google Search Essentials, what results they expect and in what timeframe, how they measure success, whether they have worked in your industry and location, and whether they will explain every change before making it. Then call a past client.
These questions come almost word for word from Google's own hiring advice. A good SEO consultant will answer them plainly and in writing.
Add two of your own: who owns the accounts and content if you leave, and what the notice period is. If either answer is vague, keep looking.
Source: Google Search Central, Do you need an SEO?
What are the red flags when choosing an SEO agency?
Walk away from anyone who guarantees a number one ranking, won't explain their methods, cold-emails you out of nowhere, asks you to link to them, sells bulk links or private blog networks, or locks you into a long contract you can't exit if nothing improves.
Google is blunt about guarantees: no one can guarantee a number one ranking, and if an SEO promises first place you should find someone else. It also warns about firms that are secretive and agencies that email you out of the blue.
Private blog networks (PBNs) and bought links that pass ranking credit fall under Google's link spam policies. Sites that break those policies may rank lower or disappear from results. You carry that risk, not the agency, because Google says you are responsible for the actions of companies you hire.
Long lock-in contracts are not illegal, but they remove the main pressure on an agency to perform. Month-to-month terms are a fair ask.
Source: Google Search Central, Do you need an SEO? and Spam policies for Google web search
Can an SEO company legally guarantee rankings in Australia?
An Australian business can be liable for a misleading prediction if it had no reasonable grounds for making it. Since no one controls Google's rankings, a flat ranking guarantee is hard to back up. Intent doesn't matter either: a business can mislead without meaning to.
Consumer Affairs Victoria explains that a prediction that turns out wrong is not automatically misleading, but it can be if the business knew it was untrue, didn't care, or had no reasonable grounds. It also says it is the business's actions and statements that matter, not their intentions.
If an agency gives you a guarantee, ask what it is based on and what happens if it fails. Get the answer in writing. This is general information, not legal advice.
Source: Consumer Affairs Victoria, Misleading or deceptive conduct
What reporting should I expect from an SEO company?
Expect a monthly report you can understand: what was changed, organic traffic and enquiries from search, Search Console clicks and impressions for your main pages, Google Business Profile calls and direction requests, and what is planned next. Rankings alone are not enough.
Search Console is free and shows how often your site appears in Google, which searches show it and how many people click. Your agency should report from it, and you should be able to log in yourself and check the same numbers.
Google suggests waiting a few weeks before judging whether a change worked, and says some changes take several months. A good report says what is still waiting to take effect.
Source: Google Search Console Help, About Search Console; Google Search Central, SEO Starter Guide
Who should own my Google accounts and website?
You should. Your domain, website, Google Business Profile, Search Console, Google Analytics and any Google Ads account should be created in your name, with the agency added as a user. If the agency owns them, leaving can mean losing your history, reviews or even your site.
Google recommends giving an auditor only read access to Search Console. For ongoing work an agency may need more, but you should always be the owner who can remove them.
Check this before you sign, not when you want to leave. At MarketingOnWeb, clients own their site, domain and Google Ads account.
Source: Google Search Central, Do you need an SEO?
How much should a good SEO company cost?
Prices vary widely and there is no official benchmark, so compare what you get rather than the headline fee. Look for a clear monthly scope, no lock-in and honest reporting. MarketingOnWeb charges one flat $990 a month plus GST for SEO, GEO and AEO, month to month.
A cheaper retainer can be fine if the scope is honest. A dearer one is not better if you can't see what was done. If you want a second opinion before committing, a one-off SEO audit (ours starts from $490 plus GST) will show what your site needs first.
You’ll deal directly with