An SEO company’s own search visibility is a reasonable thing to examine before hiring it. If the firm sells rankings, its website should give you some evidence of how it handles search.
But “I searched SEO companies and didn’t see them” is a weak test. That query may be national while the agency serves one city. The results can also change with location, device, and time. Google says those factors affect what a searcher sees.
I work with SerpAlliance in Simpsonville SC, and I think our site should face the same scrutiny as any other agency’s. Here is a more useful way to grade what you find.
1. Start with searches that could bring the agency a customer — 25 points
Write down 10 to 20 queries before you search. Include the services and places the company actually targets: “SEO consultant Simpsonville SC” is a fairer test for a local provider than the nationwide term “SEO company.”
Exclude the agency’s name from this first group. Ranking for your own name shows that people who already know you can find you. Ranking for relevant, nonbranded searches shows whether new prospects might discover you.
Full credit: The agency appears consistently for several relevant commercial searches.
Little credit: Its only visible result is for its own name.
2. Check whether the ranking fits the market — 15 points
A local agency should be judged in its service area. A specialist should be judged on its specialty. A firm that builds websites for dentists does not need to outrank every general marketing agency in the country to demonstrate competence.
Record the location, device, query, and date for each check. Treat screenshots as a snapshot, not a permanent score.
3. Look across several pages and topics — 15 points
One ranking page can be an outlier. Look for a pattern: does the agency have useful pages for its core services, the problems its customers search for, and the locations it serves?
Then read the pages. A result that ranks but does not answer the searcher’s question is weaker evidence than a focused page with clear information and a sensible next step.
4. Compare rankings over time — 10 points
A firm may show you a screenshot from its best week. Ask for a trend instead.
For example, SerpAlliance SEO services Simpsonville SC has a page aimed specifically at local search engine optimization services. The useful test for that page would be its visibility across relevant local queries over several months, alongside impressions and clicks. Its existence alone does not establish where it ranks.
A reputable agency should be comfortable explaining gains, losses, and the work that preceded them. Google Search Console’s Performance report can break results down by query, page, country, device, and date.
5. Separate organic results from ads and map listings — 10 points
Paid ads, organic web results, and local map listings are different forms of visibility. An agency may perform well in one and poorly in another.
Write down which type you are seeing. Do not award organic ranking points for an ad placement. If local search is central to the agency’s offer, evaluate its map presence separately.
6. Check whether visibility earns clicks — 10 points
A ranking has limited business value if nobody clicks it. In Search Console, look at impressions, clicks, and click-through rate for the relevant queries.
Do not reduce the decision to one “average position” number. Google itself recommends paying close attention to trends in impressions and clicks. Ask which pages bring qualified inquiries, not just traffic.
7. Give some credit for branded findability — 5 points
The agency should be easy to find by name, with a clear website and accurate business information. This is basic search hygiene, so it earns a small share of the score.
It should not outweigh performance on searches from people who have never heard of the company.
8. Ask for client evidence and a clear method — 10 points
An agency’s own rankings are evidence, but they are not the whole hiring decision. Ask for relevant client examples, what was changed, how success was measured, and what the agency would do on your site.
The scorecard
|
Test |
Points |
|
Relevant nonbranded searches |
25 |
|
Fit with the target market |
15 |
|
Coverage across pages and topics |
15 |
|
Performance over time |
10 |
|
Organic results versus ads and maps |
10 |
|
Clicks and qualified traffic |
10 |
|
Branded findability |
5 |
|
Client evidence and method |
10 |
|
Total |
100 |
A score is a way to structure questions, not a scientific verdict. If you cannot see the agency’s Search Console data, mark those sections unverified rather than guessing. The strongest candidate is one whose own visibility makes sense for its market and who can explain, with evidence, how it would improve yours.
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