How to Choose the Right SEO Company

Feb 17, 2023 | Blogs

1 Big Thing

  • Selecting the “right” SEO company requires discernment, a bit of luck, and a leap of faith. – Honestly, without knowing someone who has worked directly with the company growing their organic search traffic, and without the expertise to “verify”, you can’t ever be certain.
  • Because even with testimonials, past performance does not indicate future performance.


Why It Matters

  • Small business owners get regularly burned by marketing agencies. Most of our clients have worked with 3-4 agencies in the past who have not delivered on their promises.
  • For home service businesses, 25% of SEO leads turn into booked or closed jobs. Selecting the right SEO company WILL decrease our lead acquisition costs, improve your Google rankings, and drive business.


My Background: 

My name is John Victoria. Since 2016, I’ve been running an SEO agency focused on residential contractors.

  • I know how difficult it is to not only run a business but make it grow. And you probably would hate wasting money on marketing that doesn’t work. Same here.
  • That’s why, over the past six years, we’ve been helping contractors rank higher on Google, grow their business, and generate new business on Google. We’ve personally generated millions of dollars for home service companies through SEO.
  • I’m also the author of the “HVAC Marketing Machine”, and I’m the host of the HVAC Financial Freedom podcast.


Two Big Problems: 

  1. It will take at least three to six months to see results. If you’re going after highly competitive keywords, the top position on Google could take optimization efforts upwards of one year. If you select the “wrong” SEO company, you won’t be able to tell until after you’ve invested thousands of dollars already.
  2. The person selling the SEO services is not always the same person fulfilling. There are several large companies in the digital marketing space that are great at closing deals but can’t effectively fulfill their promises.


Three Things to Look For:

  1. Clarity on your goals:
    • Targeting: Do you want online visibility for your brand in one service area or multiple service areas? Do you want to rank for one service or do you have multiple service lines? Depending on your target, you will need to make sure you have an appropriate budget to be effective and rank on page one of the Google search engine.
    • Timing: Are you in need of leads NOW? If so, you should probably NOT do SEO because it’ll take at least three to six months to begin getting traction. SEO is fantastic for generating bookings (we’ve seen 30-50% lower cost per lead through SEO versus other channels), but it takes a while…
    • Are they clear on your BUSINESS goals? (Not just get you “found on Google”)
  2. Clarity on how SEO fits into your overall marketing strategy:
    • SEO is important, but it’s only one piece of your overall marketing strategy. Before investing your money, I’d recommend looking at the opportunity cost of investing your money in branding, strategic partnerships, email marketing, etc.
    • For a growing company, 5-15% of your total revenue should be dedicated to marketing. SEO should not be 100% of your marketing budget.
  3. Trust & Communication
    • Do you trust the people that you are hiring? A simple gut check on their offer and past testimonials is the best you can do if you don’t have direct sources.
    • How has communication been with them so far? One of the main issues our partners have come to us with is the difficulty of getting into contact with their account reps and feeling that they are just “collecting a check”. In all your conversations, I’d look for the agency that you feel most aligns with being a PARTNER versus just another client.

My last piece of advice is to look for companies with month-to-month agreements. There are several large agencies that lock you into 12-month contracts along with a hefty buyout clause. I’d avoid those…



  • SEO will drive business results for you if you select the right company. However, you won’t have 100% certainty about whomever you choose because it will take at least 3-6 months to see results.

If you need a second opinion or just need more education on SEO, just feel free to reach out. My email is [email protected]

FREE GOOGLE LOCAL SERVICES ADS! LSA Setup and Management are FREE with our Marketing Programs