What to Ask a Local SEO Company?

Imagine the situation where you’re running an amazing local business. Your customers love you, your coffee is better than Starbucks, and your service would make Amazon jealous.

But when someone searches for what you offer in your area, you’re nowhere to be found. Meanwhile, your competitor, who doesn’t know how to cook and burns their pizza every other day, is sitting pretty at the top of Google.

Sound familiar? Don’t laugh because you’re not alone.

Here’s the reality check: 46% of all Google searches have local intent. That’s nearly half of everyone typing into Google looking for businesses like yours. And if you’re not showing up, you’re basically invisible to almost half your potential customers.

Even crazier? 72% of local searchers visit a business within five miles of their location. These aren’t window shoppers; these are people ready to buy, right now, in your neighborhood.

The problem isn’t that local SEO is rocket science. The problem is choosing the right local SEO company without getting burned by smooth-talking agencies who promise the moon and deliver a rock.

This guide will help you ask the exact questions to ask potential local SEO companies. No fluff, no jargon, just straight-up questions that will help you distinguish between the pros and the pretenders. Once you finish reading this article, you’ll know exactly how to spot red flags, evaluate expertise, and choose the right company that’ll actually get your business found online.

Ready to stop being Google’s best-kept secret? Let’s dive in.

Print this out and take it to your agency interviews:

Remember: you’re not just hiring a vendor; you’re choosing a partner for your business’s online success. Choose wisely.

Do Your Homework Before Choosing a Local SEO Company

Before You Even Pick Up the Phone and start hunting for a local SEO partner, do your homework first.

Know Your Current Situation

Know your situtaion because you can’t fix what you don’t measure. Before you start interviewing agencies, you need to know where you stand. It’s like going to the doctor; they need to know your symptoms before they can help.

Do a quick Google search for your main service + your city. Where do you show up? Page 2? Page 10? Nowhere? Write it down. This isn’t about beating yourself up; it’s about giving potential agencies a starting point.

Check if you even have a Google Business Profile. If you don’t, that’s priority number one. If you do, look at your reviews, photos, and whether your info is accurate. Take screenshots; you’ll want to reference these during your interviews.

Set Your Goals (Beyond “I Want More Customers”)

Every business owner wants more customers, but what does that actually look like for you? Do you want more foot traffic? More phone calls? People finding you when they search “best pizza near me” at 2 AM?

80% of consumers search for local businesses weekly, and 32% do so daily (Soci.ai). Your goals should tap into this behavior.

Set specific, measurable goals like:

• Show up in the top 3 for “your service + your city.”
• Get 20 more phone calls per month from Google
• Increase store visits by 30%
• Improve from 3.2 to 4.5-star average rating

Research Companies

Before you even talk to a local SEO company, do some detective work. Research companies like you’re stalking your ex on social media. Check their own Google Business Profile; if they can’t rank themselves locally, how are they going to help you?

Look at their client testimonials, but don’t just read them. Google some of their claimed success stories. Do those businesses actually rank well? Are their Google Business Profiles optimized? If an SEO company’s own clients aren’t ranking, there is definitely something wrong with their practices, highlighting a big red flag.

Check their website’s loading speed, mobile-friendliness, and whether they practice what they ask others to do. You won’t expect a slow, unresponsive website from an SEO company; it’s the same as a barber with a terrible haircut—technically possible, but probably not the vibe you want.

The Core Questions That Separate Pros from Pretenders

The following questions will help you distinguish between professionals and non-professionals.

Strategy & Methodology Questions

Ask them the following questions related to their strategy and methodology.

1. Walk me through your exact local SEO process, step by step.

This is where you separate the professionals from the non-professionals. If the company is legit, it should be able to explain their process like they’re talking to their grandmother. If they start throwing around terms like “proprietary algorithms” and “secret techniques,” run.

What you want to hear: A clear, logical sequence like auditing your current local presence, optimizing your Google Business Profile, ensuring NAP consistency, building local citations, creating location-specific content, and ongoing monitoring.

What’s a red flag? Vague answers, reluctance to share details, or claims about “exclusive Google partnerships” (spoiler alert: those don’t exist).

2. How do you conduct local keyword research, and what tools do you use?

Real SEO professionals use professional tools and have a systematic approach to keyword research. They should mention tools like SEMrush, Ahrefs, or, at minimum, Google Keyword Planner.

They should explain how they find keywords that your local customers actually use, not just generic terms, but specific local variations like “emergency plumber downtown” or “kids birthday party venues north side.”

If they can’t explain their keyword research process or mention any professional tools, they’re probably winging it.

3. What’s your approach to Google Business Profile optimization?

Your Google Business Profile is your digital storefront. 75% of top-ranking pages have complete Google Business Profile descriptions (Search Endurance).

A good company should talk about:

• Ensuring NAP (Name, Address, Phone) consistency
• Selecting the right business categories
• Optimizing your business description with local keywords
• Photo optimization strategies
• Regular posting schedules
• Q&A section management

If they just say “we’ll fill out your profile,” that’s not enough. There’s strategy involved in every field and photo.

Technical Questions (Don’t Worry, We’ll Keep It Simple)

Ask them the following technical questions to know their expertise.

1. How do you handle on-page SEO for local businesses?

Even if you don’t know what “schema markup” means, you should expect them to. They should mention:

• Creating location-specific pages if you serve multiple areas
• Adding schema markup (basically, code that helps Google understand your business better)
• Optimizing page titles and descriptions with local keywords
• Making sure your website loads fast on mobile devices

2. What’s your local link-building strategy?

This is about getting other local websites to link to yours. Good companies focus on:

• Local business directories and industry-specific listings
• Partnerships with other local businesses
• Getting mentioned in local news or blogs
• Sponsoring community events for natural link opportunities

Bad companies buy links in bulk, use link farms, or can’t explain where the links come from.

3. How do you ensure NAP consistency across the web?

NAP stands for Name, Address, and Phone number. Having consistent information everywhere online is crucial for local SEO. They should have a process for:

• Auditing all your current listings
• Cleaning up inconsistent information
• Monitoring for new listings that pop up
• Managing citations across hundreds of directories

Content & Reputation Management

You need to know how are they going to maintain your reputation accross the platforms

1. What’s your content strategy for local businesses?

Content isn’t just about stuffing keywords into blog posts. A smart local SEO company should discuss:

• Creating content that answers local customer questions
• Covering local events and community involvement
• Seasonal content that makes sense for your area
• Using local landmarks and references naturally

2. How do you manage online reputation and reviews?

98% of consumers use the Internet to find information about local businesses (Cube Creative), and reviews are a huge part of that research process.

They should have strategies for:

• Encouraging happy customers to leave reviews
• Responding to all reviews professionally
• Managing crisis situations when negative reviews happen
• Diversifying reviews across multiple platforms, not just Google

Business & Communication Questions

You need to know their level of expertise because in the end it will impact your business.

Prove Your Expertise

Following questions will help you know their expertise.

1. Can you show me case studies from businesses similar to mine?

This is where the rubber meets the road. Anyone can claim they’re great at local SEO. Proof is different.

Ask for specific examples:

• What were the starting rankings?
• What improvements did they achieve?
• How long did it take?
• Can you contact these clients for references?

If they can’t provide concrete examples or get evasive about results, that’s a major red flag.

2. Who exactly will be working on my account?

You don’t want to hire the A-team and get stuck with interns. Ask about:

• The experience level of people handling your account
• How accessible your account manager will be
• Whether they outsource work to other countries
• Staff turnover rates (high turnover = inconsistent service)

3. What local SEO tools and software do you use?

Professional local SEO requires professional tools. They should mention things like:

• BrightLocal or Whitespark for local rank tracking
• Moz Local or Yext for citation management
• SEMrush or Ahrefs for keyword research
• Google Analytics and Search Console for monitoring

Free tools are fine for basic tasks, but if that’s all they use, they’re probably not serious professionals.

Service Scope Reality Check

It’s time to check the reality of the service scope you are expecting.

1. What exactly is included in your local SEO package?

This question prevents nasty surprises later. Get specifics:

• Is Google Business Profile optimization included?
• Do they handle citation building?
• Is content creation part of the package?
• What about review management?
• Are there limits on the number of keywords they’ll target?

2. How do you handle businesses with multiple locations?

If you have more than one location, this gets complicated fast. They should understand:

• How to avoid duplicate content issues
• Creating unique pages for each location
• Managing multiple Google Business Profiles
• Local link building for each area

3. Do you offer any guarantees on your work?

Here’s where you need to be smart. Anyone promising guaranteed rankings is lying. Google doesn’t work that way.

What they can guarantee:

• They’ll follow Google’s guidelines
• They’ll provide regular reports
• They’ll be responsive to your questions
• They’ll work diligently on agreed-upon tasks

What they can’t guarantee:

• Specific rankings by specific dates
• Exact traffic increases
• That Google won’t change its algorithm

Tracking Success: Making Sure You’re Getting Your Money’s Worth

When you are spending money, you need to know how the efforts are going. Are they even fruitful?

Performance Metrics

Ask them the following questions related to their performance metrices.

1. What metrics do you track and report on?

You need to know if their work is actually helping your business. They should track:

• Local ranking positions for your target keywords
• Google Business Profile views and actions
• Website traffic from local searches
• Phone calls and direction requests
• Conversion rates from local traffic

How often do you provide reports, and what do they include?

Monthly reports are standard, but they should be more than just pretty charts. Look for:

• Easy-to-understand summaries of what was accomplished
• Clear metrics showing progress
• Explanations of any ranking changes
• Actionable recommendations for the next month
• Direct correlation between their work and your business results

2. How do you measure ROI for local SEO?

This is crucial. They should be able to connect their work to actual business results. 88% of smartphone users who conduct a local search visit or call the business within a day (Loopex Digital), so tracking that connection is essential.

They should help you track:

• Cost per lead from local search
• Revenue attributed to local SEO efforts
• Customer lifetime value from local traffic
• Return on investment calculations

Communication Standards

Its really important to know their way of addressing problems and staying in contact.

1. How do you communicate progress and handle problems?

Nobody likes unpleasant surprises. Ask about:

• How quickly they respond to emails or calls
• Whether you have a dedicated contact person
• How they handle it when something goes wrong
• Whether they provide proactive updates or just respond when asked

2. What happens if Google makes a major algorithm change?

Google changes its algorithms constantly. A good company should:

• Monitor algorithm updates closely
• Adjust strategies when needed
• Communicate changes and their impact
• Have contingency plans for major shifts

Money Talk: Pricing and Contract Questions

Knowing their pricing may help you decide quickly whether you want to go with them or not.

Investment Reality

The following questions may help you know if their pricing is fair and what you should expect in return.

1. What is your pricing structure, and what’s included?

Local SEO pricing varies wildly, but here’s the reality: quality work isn’t cheap, and cheap work usually isn’t quality.

Typical in the United States, pricing ranges:

• Small businesses: $500-$1,500/month
• Medium businesses: $1,500-$3,000/month
• Large/multi-location: $3,000+/month

Be suspicious of:

• Anything under $300/month (probably automated or low-quality)
• Packages that seem too good to be true
• Hidden fees for “premium” services
• Pay-per-ranking schemes

2. What are the contract terms, and can I cancel if I’m not happy?

Read the fine print carefully. Look for:

• Minimum commitment periods (3-6 months is reasonable)
• Cancellation notice requirements
• What happens to your accounts and access if you leave
• Whether you own the work they create

Avoid:

• Contracts longer than 12 months for new relationships
• Companies that won’t let you cancel with reasonable notice
• Agencies that hold your Google Business Profile hostage

3. Are there any additional costs I should expect?

Nothing’s worse than surprise fees. Ask about:

• Setup or onboarding costs
• Tool subscriptions passed to clients
• Extra charges for content creation
• Costs for premium directory submissions
• Emergency work or rush job fees

Value Assessment

Businesses may have ups and downs; you need to know how they are going to respond in different situations.

1. How do you handle budget fluctuations?

Businesses have ups and downs. A good agency should:

• Offer different service tiers
• Allow seasonal adjustments
• Provide options for scaling up or down
• Be transparent about what gets cut if budget decreases

Red Flags That Should Make You Run (Not Walk) Away

If you see the following red flags in the agency, these are the signs to run immediately.

The Promise Police

If any agency promises you the following, end the conversation immediately:

“We guarantee #1 rankings in 30 days.” Google doesn’t work that way. Period. Local SEO takes time, and anyone claiming otherwise is either lying or planning to use black-hat techniques that could get you penalized.

“We have a special relationship with Google.” No, they don’t. Google treats everyone the same. This is like claiming they have a special relationship with gravity.

“We’ll get you 1,000% more traffic.” Specific percentage promises are almost always made up. Real professionals talk about realistic improvements over reasonable timeframes.

Communication Catastrophes

Watch out for agencies that:

• Pressure you to sign immediately
• Can’t explain their process in simple terms
• Dodge direct questions about their methods
• Don’t ask detailed questions about your business
• Promise results without understanding your market

Price Point Problems

Be suspicious if they:

• Quote significantly below market rates
• Demand large upfront payments
• Can’t break down what’s included in their pricing
• Add mysterious fees after you’ve started working together

Your Decision Framework: How to Choose Like a Pro

This test will help you distinguish the professional and Inexperienced agencies.

The Technical Competency Test

During your conversation, they should demonstrate knowledge of:

• Current Google algorithm factors
• Local SEO best practices
• Industry-standard tools and techniques
• How local search differs from regular SEO

If they can’t explain these concepts in ways you understand, they either don’t know what they’re doing or can’t communicate effectively. Either way, it’s a problem.

The Cultural Fit Factor

You’ll be working with these people for months or years. Ask yourself:

• Do they understand your business and industry?
• Are they asking thoughtful questions about your goals?
• Do they seem genuinely interested in your success?
• Would you feel comfortable calling them with questions?
• Do their values align with how you do business?

The Results Reality Check

86% of all Google Business Profile views come from category-based searches (Birdeye), meaning most customers don’t know your business name when they start searching. A good agency understands this and focuses on getting you found for what you do, not just your brand name.

Look for agencies that:

• Set realistic timelines (3-6 months for meaningful results)
• Focus on business metrics, not just rankings
• Understand your local competition
• Have experience with businesses your size

The Long-term Partnership Perspective

Choose an agency you can grow with. Ask about:

• How they adapt strategies as your business evolves
• Whether they offer additional services you might need later
• Their approach to staying current with industry changes
• How they handle expanding to new locations or services

Advanced Questions for Specific Situations

If your business lies among the following categories, you need to ask these questions as well.

Multi-Location Businesses

If your business is located on multiple locations, ask the following questions.

1. How do you prevent duplicate content issues across locations?

Each location needs unique content and optimization strategies. Cookie-cutter approaches don’t work for multi-location businesses.

2. What’s your process for managing multiple Google Business Profiles?

This requires specialized knowledge and tools. They should understand local market differences and customization needs.

Service-Area Businesses

If you have a service-based business, it needs to be dealt differently.

1. How do you optimize for service-area businesses?

Companies that come to customers (plumbers, electricians, cleaning services) have different needs than retail stores.

2. What’s your approach to location page creation?

Service-area businesses need carefully crafted location pages that don’t look spammy to Google.

Making Your Final Decision

Its time to finalize the local SEO company for your business.

The Reference Check Process

Always ask for and actually call references. Ask previous clients:

• Did they deliver what they promised?
• How was their communication?
• Would you hire them again?
• What could they have done better?
• How long did it take to see results?

Trust Your Gut (But Verify Everything)

Sometimes a company checks all the boxes but something feels off. Trust that instinct. You’re entering a long-term partnership, and if the chemistry isn’t right during the sales process, it probably won’t improve later.

The Final Test Questions

Before you sign anything, ask:

• “If I’m not happy after three months, what options do I have?”
• “Can you put your promises in writing in the contract?”
• “What happens if you don’t deliver the results we discussed?”

The Bottom Line

Choosing the right local SEO company isn’t about finding the cheapest option or the one with the slickest sales pitch. It’s about finding a partner who understands your business, your market, and how to connect the two through smart local SEO strategies.

97% of consumers learn about local businesses online. If you’re not easily found online, you’re missing out on almost everyone who might want to buy from you.

The questions in this guide will help you find an agency that can change that. Use them, trust the process, and remember – the goal isn’t just to rank higher on Google. The goal is to grow your business, serve more customers, and build something lasting in your community.

Your future customers are searching for you right now. Make sure they can find you.