Choosing an SEO agency is hard because the results take time and most business owners cannot easily check the work. This checklist gives you plain things to ask and verify, so you can judge any agency in Abuja fairly.

A note before you start

We are an SEO agency in Abuja, so we have a stake in this topic. We wrote the checklist so you can use it on us too. We do not rank agencies in this post, and we do not name any.

The checklist

  1. They ask how you measure success, and have an answer of their own. Google suggests asking an SEO how they measure their success. Look for answers about enquiries, calls and visits that matter to your business, not only rankings. [1]
  2. They are curious about your business. A good SEO should ask what makes your business different, who your competitors are and how customers find you. If they send a price before asking a single question, be careful. [1]
  3. You can speak to past clients. Ask whether the agency was useful, easy to work with and produced results. [1]
  4. Their case studies say what was and was not measured. Results without a time period, a source or a stated limit are marketing, not evidence.
  5. Their reviews look real. Check Google reviews and directory profiles. Specific reviews from named people are more useful than generic praise.
  6. You keep ownership of your accounts. Your domain, Google Business Profile, Search Console and Analytics should be in your name, with the agency given access. This is our recommendation, not a rule.
  7. They explain things clearly. Google advises asking for explanations when something is unclear. [1] If you feel like "just a number," that is a sign.
  8. The contract is clear. Check what is included each month, how long you are committed, how to cancel and who does the work.

Questions to ask

  • How will you measure whether this is working, and how often will you report?
  • Who will actually do the work on my site?
  • What will you need from me, and what will you do in the first month?
  • Can I see an example report and a case study with its numbers explained?
  • What would you recommend I not spend money on?
  • How do you build links, and what do you refuse to do?
  • What happens to my accounts and content if I stop working with you?

Red flags

  • Guaranteed rankings or a fixed date for page one. No one controls Google. We say the same about ourselves: no one can guarantee rankings.
  • Unsolicited emails or messages. Google advises being wary of SEO firms that contact you out of the blue. [1]
  • Being asked to link to the agency. Google says you should never have to link to an SEO. [1] A credit link is fine only if you agree to it freely.
  • Bought links, fake reviews or mass directory submissions. These can put your site at risk.
  • Vague answers about what they do. Google reminds you that you are responsible for the actions of companies you hire, so you should know how they intend to help. [1]

Checking an Abuja agency

For a local business, check three things. First, does the agency's own Google Business Profile have genuine reviews and the same name, address and phone as its website? Second, do they understand local search, including Google Business Profile and consistent business details? Third, can they show work for businesses like yours?

Be careful with "best agencies" lists that agencies publish about themselves. They are not independent. An agency that appears everywhere online is not automatically the right fit for your business, so use the checklist above rather than the list. For a breakdown of what SEO services actually include, see our complete SEO guide for Abuja.

How we answer

Use the same questions on us. If another agency answers them better, hire them.