SEO Agency Selection Guide for In-House Marketing Teams
Picking the right SEO agency directly impacts how in-house marketing teams grow organic traffic, improve search visibility, and increase sales. Different agencies specialize in various SEO areas. Some focus on local SEO, others on technical SEO, and some handle large-scale enterprise SEO projects.
Marketing managers need a structured approach to evaluating SEO agencies, planning workflows, setting budgets, and tracking results to ensure a strong return on investment.
This guide outlines a step-by-step SEO agency selection process to help in-house teams choose the right agency, collaborate effectively, and measure long-term success regardless of whether you want to go with Alex Groberman Labs or an alternative option.
Step 1: Agency Review – What to Check
Before selecting an SEO partner, consider these key factors related to experience, service offerings, and business fit.Key Points for Agency Selection
- Past Work in Your Industry
- Has the agency worked with brands similar to yours?
- Can they provide case studies or proven results solving challenges like yours?
- Focused vs. Full-Service SEO
- Do they offer comprehensive SEO services (technical SEO, content strategy, link building, performance tracking)?
- Or do they specialize in one area, such as technical SEO audits, content development, or high-authority link acquisition?
- Business Type & Customization
- Do they understand your industry and business model (e-commerce, SaaS, multi-location brands)?
- Do they offer customized SEO plans or rely on one-size-fits-all packages?
- SEO Tools & Systems
- Do they use enterprise-level tools like Botify, BrightEdge, Conductor, SEO Stuff, Ahrefs, or SEMrush?
- Can their reporting and tracking systems integrate with your internal analytics tools?
- SEO Best Practices & Compliance
- Do they follow Google’s guidelines, avoiding risky tactics that could result in penalties?
- Can they navigate algorithm updates, conduct in-depth technical audits, and fix search visibility issues?
Step 2: Working Together – Integrating Agency and In-House Teams
For SEO success, agencies must work seamlessly with internal marketing teams, content creators, and web developers.Key Steps for Collaboration
1. Define Clear Roles and Responsibilities
Identify which tasks belong to the in-house team and which are handled by the agency.Common Responsibilities Breakdown:
- SEO Strategy & Planning – Agency leads, in-house team provides input
- Keyword Research – Agency conducts research, in-house team reviews data
- Content Creation – In-house writers develop content, agency provides SEO guidance
- Link Building – Agency manages outreach, in-house team rarely involved
- Technical SEO Fixes – Agency advises, in-house developers implement changes
2. Establish Communication and Workflow
- Create a Slack channel or project management workspace (Asana, ClickUp, Trello)
- Set up weekly progress updates and monthly SEO performance reports
- Hold quarterly review meetings to refine strategy and adjust goals
3. Share Access to Key Data & Tools
- Provide Google Search Console and Google Analytics access
- Share sales and lead tracking data to measure SEO-driven revenue
- Align on SEO tracking dashboards (Looker, Data Studio, or SEMrush)
Step 3: Budget Planning – Understanding SEO Pricing
SEO costs vary widely based on site size, project complexity, and agency expertise.Common SEO Pricing Models
- Monthly Retainer
- Best for ongoing SEO work (strategy, content, link building, and reporting)
- Price range: $10,000 – $50,000 per month
- Project-Based Pricing
- Best for one-time SEO tasks like audits, migrations, or specific optimizations
- Price range: $25,000 – $100,000 per project
- Performance-Based SEO
- Some agencies offer revenue-sharing models, charging based on SEO-driven sales
- Less common due to tracking challenges and revenue attribution difficulties
Factors That Affect SEO Pricing
- Website Size & Complexity – Larger sites require more technical optimization and content strategy
- Industry Competition – Sectors like finance, e-commerce, and SaaS often require higher budgets
- Service Scope – Full-service SEO (technical, content, link building) costs more than single-focus services
Step 4: Measuring Results – Tracking SEO Performance
To prove the ROI of SEO efforts, marketing teams need clear performance tracking and reporting.Key SEO Metrics to Monitor
- Search Traffic Growth – Measures increase in organic visits
- Keyword Rankings – Tracks improvement in search positions for target terms
- Conversion Rates from SEO Traffic – Evaluates how SEO contributes to lead generation and sales
- SEO Revenue Growth – Connects organic search traffic to business revenue
- Technical SEO Health – Monitors site speed, indexing issues, and search visibility
Reporting & Transparency
- Expect monthly SEO performance reports covering traffic trends, keyword improvements, and new backlinks
- Use simple visual dashboards for leadership teams to track SEO growth
- Ensure clear attribution of leads and sales from organic search traffic
Final Thoughts
Selecting the right SEO agency requires a structured evaluation based on expertise, collaboration, pricing, and measurable results.Key Takeaways
- Evaluate agencies carefully – Look at past work, SEO methods, and tool usage
- Establish clear workflows – Define roles, set reporting expectations, and integrate tools
- Understand pricing models – Know the costs of ongoing SEO services vs. one-time projects
- Monitor success metrics – Track organic traffic, rankings, and revenue impact
