What to Ask Your SEO Company to Hold Them Accountable

Most contractors hire an SEO company with a simple expectation. You bring them on, trust the process, and expect results to follow.

Then a few months go by, and something feels off. The phone isn’t ringing like it should. The reports sound technical, but they don’t connect to real outcomes. Now, you’re left wondering whether your SEO provider is actually delivering.

The issue isn’t micromanaging your SEO team. The issue is accountability.

Just like hiring an in-house employee or a new technician, you don’t need to watch every move. But you do need to make sure they are accountable to your business goals and marketing efforts.

This article breaks down the essential questions to ask your SEO company so you can evaluate performance, understand your SEO campaign, and make sure your marketing strategy is driving real results.

Key Takeaways

• A good SEO company should clearly explain their SEO strategy and how it aligns with your business objectives, not just list random SEO work or tasks.
• SEO reporting should connect to real outcomes, such as cost per lead, SEO performance, and year-over-year growth, not just search engine rankings or impressions.
• Ownership matters. You should understand your SEO contract, control your website, and have access to all Google tools and data.
• These essential questions help you evaluate whether your SEO provider is delivering sustainable growth or just filling time with low-impact activity.

Question #1: What’s the Focus This Quarter? (SEO Strategy & Marketing Strategy)

“What’s the focus this quarter?”

This is the foundation of your entire SEO strategy.

When you ask this, you’re not looking for a list of tasks. You’re trying to understand whether your SEO company has a clear strategy tied to your overall marketing strategy and business goals.

In the early stages of an SEO campaign, the focus should be on building out your website through content creation. Most businesses have gaps in their market, and those gaps are filled by creating pages that target search intent and relevant keywords.

As the campaign evolves, the SEO team should shift focus toward content optimization, on-page optimization, and expanding the content strategy.

What you’re really checking is direction.

• Are they following a clear strategy?
• Are they aligned with your business objectives?
• Or are they bouncing between random SEO tactics?

A strong SEO provider will give you a clear answer that reflects where you are in the campaign and what comes next. This should align with how Google expects websites to grow, as outlined in their Search Engine Optimization (SEO) Starter Guide.

What Should SEO Agencies Be Reporting Every Month?

Question #2: What’s Our Average Cost per Lead, per Channel?

This is one of the most important questions to ask your SEO company.

A good SEO consultant should be able to break down performance across all key channels, including website leads, Google Business Profile, Local Service Ads, and Google Ads. From there, they should connect those channels to real results like phone calls, form submissions, and bookings.

This is where SEO reporting becomes valuable.

If your SEO provider cannot explain cost per lead or how each channel contributes to your SEO efforts, it often means tracking is incomplete, SEO tools are not set up correctly, or the agency is not focused on measurable SEO success.

At the end of the day, SEO is not about traffic alone. It is about generating leads and improving your online visibility in search results.

Question #3: What Does Year-Over-Year Growth Look Like?

“They cannot hide from year-over-year data.”

Many SEO agencies rely on month-to-month reporting. The problem is that search behavior and demand vary based on seasonality, especially for local businesses.

For example, HVAC, landscaping, and other services fluctuate depending on the time of year. A spike in organic traffic might look like SEO success, but it could simply be seasonal demand.

Year-over-year data gives you a clearer picture.

It helps you answer:

• Are we improving compared to last year?
• Are SEO efforts driving sustainable growth?

This question removes guesswork and keeps your SEO company accountable to real performance, not just short-term trends.

What Work Happened This Month?

Question #4: What Pages Did You Create This Month? (Content Creation & SEO Work)

Content creation is one of the core drivers of SEO success.

In the early stages of a campaign, building new pages is essential. Each page helps improve search engine rankings and capture more organic traffic.

You should be asking:

• How many pages were created?
• What services or topics were covered?
• How do they align with search intent and target audience?

If your SEO team is doing the work, they should be able to show you the pages.

If they cannot, your SEO campaign may lack direction or miss gaps in your market. If you’re unsure whether the right pages are being created, a deeper review like a Website & SEO Audit from Digital Harvest can help identify where your content strategy is falling short.

Question #5: What Pages Did You Optimize This Month? (On Page Optimization & Content Optimization)

Optimization improves existing content.

This includes updating content, improving keyword targeting, enhancing page SEO, and aligning with search intent.

Strong SEO agencies use data, tools, and competitor analysis to identify opportunities.

They may not explain every detail, but they should clearly show which pages were optimized and how that supports your SEO performance.

Question #6: How Many Links Did You Build? (Off-Page SEO & Link Building)

Link building is a key part of off-page SEO and helps strengthen your website’s reputation.

You may not be able to evaluate backlinks at a technical level, but you can still ask:

• How many links were built?
• Can you show examples?

This question ensures that off-page SEO is part of your SEO work.

It’s not about auditing quality in detail. It’s about confirming that real activity is happening.

Question #7: How Many Reviews Were Generated? (Local SEO for Local Businesses)

Reviews are critical for local SEO, especially for contractors and small businesses.

They directly impact Google Maps visibility, website’s reputation, and conversion rates.

You should be asking:

• How many reviews were generated this month?
• Are we improving our online visibility?

If reviews are not part of your SEO reporting, a key part of your marketing strategy is missing.

You can learn more about how reviews impact performance through our Review Marketing Services or read up on our blog on How Reviews Impact Google Maps rankings, especially for contractors relying on local SEO.

What Do You Actually Own?

Question #8: Do I Own My Website? (SEO Contract & Ownership)

This question is about control.

You need to understand what happens if you leave your SEO company.

Ask:

• Do I own the domain?
• Do I own the content?
• Can I transfer my website?

Ideally, you own your domain, you have control over your website, and your SEO contract does not restrict your ownership.

Some SEO agencies include clauses where they retain ownership of content. That can create problems later.

The goal is clarity, not conflict.

Hold Your SEO Company to Answers That Actually Matter

These nine questions cover everything that matters in your SEO campaign:

• Strategy
• Reporting
• Monthly actions
• Ownership

Many SEO agencies focus on rankings, impressions, and technical jargon. But what matters to your business is simple.

• Are you getting leads?
• Is your SEO performance improving year over year?
• Is real work being done consistently?
• Do you control your assets and data?

If your current SEO company cannot answer these questions clearly, it may be time to look for the right company with a stronger track record and clearer strategy.

Digital Harvest helps contractors generate consistent, high-quality leads through a Google-focused SEO strategy. If you want a second opinion, you can contact the team or book a call with me. Let’s take a closer look and see what’s truly impacting your SEO and what’s not.

Frequently Asked Questions

What should I ask my SEO company every month?

You should focus on what to ask your SEO company, including cost per lead, SEO reporting, SEO work completed, and how the SEO strategy aligns with your business goals.

How do I know if my SEO agency is actually doing the work?

A strong SEO company will show content creation, page optimization, and link-building activity as part of your SEO efforts and overall SEO campaign.

Should my SEO company tell me my cost per lead?

Yes, any experienced company offering SEO services should provide cost per lead as part of SEO reporting and performance tracking.

Do I need to own my website and Google accounts?

Yes, owning your website and having access to all tools is essential for SEO success, long-term control, and protecting your digital marketing investment.

How can I contact Digital Harvest for a second opinion on my SEO company?

You can contact Digital Harvest through our contact form  to review your SEO strategy, evaluate your current SEO provider, and improve your online visibility through a Google-focused approach.