Ask each agency the same questions and request a written answer or sample deliverable. A useful proposal explains the work, the evidence and the limits of the expected outcome.
Checklist
- Which pages and technical areas are included in the initial audit?
- Which data and business goals determine the priority order?
- How will you identify search intent and the right potential customer?
- Which tasks are included and which cost extra?
- Who writes the content and checks subject accuracy?
- How do you decide whether to preserve, merge or remove an existing article?
- Who implements technical recommendations and verifies the result?
- Who owns the Search Console and analytics accounts?
- How will you evaluate contribution to sales or qualified enquiries?
- How often will you report, and which decisions will the report support?
- Which link-building methods will you avoid?
- Can a case study show its baseline, period and data source?
- What is your redirect and monitoring plan for a site migration?
- What are the minimum term, notice period and handover conditions?
- What review process applies when the expected progress is not observed?
Practical example
Instead of accepting “we will increase traffic”, ask which service page has an unanswered customer question, who will implement the change and how useful enquiries will be identified.
Decision standard
A ranking or sales guarantee does not replace evidence of a sound process. Compare proposals with the same scope, access and handover requirements.
