Best SEO marketing guide: Top tips for finding the right agency

When we talk about the best SEO marketing, what do we mean? Is it all about getting your brand to the number one position on Google for all your keywords? Only partly. 

SEO – standing for search engine optimisation – is a highly competitive business and delivering the best results means getting a strong return on investment, not just showcasing headline figures and vanity metrics. 

For instance, there’s no point chasing high rankings for keywords that won’t convert, or shelling out big bucks trying to compete for the most high-traffic term against established brands with multi-million pound marketing budgets. However, this doesn’t mean there aren’t many other things you can do to boost performance.

At its core, SEO is about increasing visibility in search engines, building brand awareness and attracting relevant, high-quality traffic that is more likely to convert. Partnering with the right SEO agency can fast-track success, bringing proven methods and industry insight. However, with so many options available, making a clear, well-informed choice is essential to ensure your investment delivers measurable and lasting impact.

Understanding your SEO goals and budget

Many businesses struggle with SEO marketing because results can be slow to appear, ROI is difficult to measure and the true value of traffic isn’t always clear. Without defined goals, it’s easy to focus on metrics that look impressive but don’t deliver tangible business growth. This is where working with the right SEO agency adds value.

A first step in this is setting a realistic budget. This helps determine which strategies are achievable and ensures resources are allocated effectively. By understanding what you want to achieve – whether it’s higher conversions, greater visibility or brand growth – you can choose the right approach and avoid wasting time and money by finding an agency that matches your needs.

What makes for the best SEO marketing agency: 5 key criteria

Choosing the right SEO agency partner requires careful consideration. The best SEO marketing results come from a team that understands your business, aligns with your goals and has the expertise to deliver. Here are five key criteria to look for:

• Experience and niche fit: A proven track record in your industry and familiarity with your market challenges.
• Transparency and clear reporting: Open communication, regular updates and reports you can easily understand.
• Technical depth and expertise: Strength across all core SEO areas, from site performance to content creation and link-building.
• Evidence of ROI: Demonstrable results with success stories and case studies, backed up by real-world facts and figures.
• Culture alignment: A working style, values and approach that complement your own.

SEO agency types and when to use them

When searching for the best SEO marketing partner, it’s important to understand the different types of agencies available. Each option has its strengths, depending on your goals, budget and target market:

• Freelancers: Flexible and often cost-effective, suited to smaller projects or businesses testing SEO before committing to a larger investment.
• Boutique agencies: Smaller teams offering personalised strategies and close collaboration, ideal for niche industries or highly specific goals.
• Full-service agencies: Cover all aspects of digital marketing, from content creation to technical SEO, making them a strong choice for brands wanting integrated campaigns across multiple channels.
• Specialist agencies: Focused expertise in areas like ecommerce or B2B, best for firms needing sector-specific tactics and insights.
• Local or international agencies: Local partners bring regional market knowledge, while international agencies can scale campaigns across multiple countries and languages.

In-house or outsourced SEO?

You may wonder whether you would benefit from an agency at all, and consider the alternative of building an in-house SEO team. While this offers more control, it can be a big undertaking, either requiring new hiring or diverting employees from other areas. Partnering with a dedicated agency gives you access to wider expertise, advanced tools and proven strategies without the overheads, helping you achieve faster, more measurable results.

How to brief and vet agencies

Finding the right SEO marketing agency starts with a clear, detailed brief. When preparing a request for proposal, for instance, be sure to state clearly your objectives, target audience, key metrics, timelines and examples of your existing content or website performance. Ask for case studies and sample work that closely mirror what you want to achieve, ideally from clients in the same sector.

It’s essential to assess how each agency plans to measure and report on success, as well as how frequently updates will be provided. Look for transparency in methods and realistic expectations around results.

Above all, choose an agency you can work closely with to develop a clear, actionable plan. The right partner will not only define what success looks like, but will also provide regular, data-driven reporting so you can track progress and adjust strategies as needed.

Tools and metrics you should expect

A high-quality SEO agency should use a range of tools to gather accurate data, uncover opportunities and track progress over time. These form the backbone of a clear, data-driven strategy, helping agencies diagnose technical issues, identify the most valuable keywords and monitor competitor activity. Key tools to expect:

• Google Analytics: Tracks website traffic, user behaviour and conversion data.
• Google Search Console: Monitors search performance, indexing issues and keyword rankings.
• SEO audit tools (e.g. Screaming Frog, Ahrefs, SEMrush): Identify technical issues, backlink profiles and competitor insights.

Alongside the tools, the agency should agree on measurable key performance indicators (KPIs) from the outset. This ensures both sides understand how success will be tracked, reported and refined over time. Important metrics to track include:

• Organic traffic growth: Measures the increase in visitors from search engines.
• Keyword rankings: Tracks progress for priority search terms.
• Conversion rate: Shows how well traffic is turning into leads or sales.
• Bounce rate and engagement: Highlights user experience and content relevance.

Common SEO pitfalls and how to avoid them

Many businesses fall into avoidable traps when starting an SEO strategy or selecting an agency. Here are some of the most common mistakes and how to prevent them:

• Chasing high-traffic keywords that don’t convert: This wastes budget and delivers poor ROI. Focus on keywords that align with your target audience and business goals.
• Focusing only on rankings: Without tracking metrics like conversions or engagement, it’s impossible to measure real success. Use a balanced set of KPIs to get the full picture.
• Choosing based on price alone: Cheap services often mean poor-quality work and outdated tactics. Prioritise proven results and ethical SEO practices.
• Neglecting communication: Misaligned expectations can lead to missed opportunities. Set clear reporting schedules and maintain open dialogue with your agency.

The best SEO results come from clear goals, the right tools and an experienced partner who understands your market. Axonn’s expert team delivers tailored strategies that drive measurable growth. 

Get in touch today to see how we can help your business achieve lasting success.