Don't let them dazzle you with jargon. Sit them down and ask the uncomfortable stuff.
1. "When a Core Update tanks a client, what is your first move?"
Why: You need a firefighter, not a fair-weather friend.
2. "Explain your backlink strategy without using the word 'buy'."
Why: If they stutter, run. You want earned authority, not a penalty waiting to happen.
3. "Rankings are great, but how do we track actual money?"
Why: You can’t pay rent with impressions.
4. "My site is huge. How do you stop my pages from fighting each other for keywords?"
Why: Cannibalization kills large sites. Test their architectural skills.
5. "Who am I actually talking to next week? You or an intern?"
Why: The classic bait-and-switch is the oldest trick in the agency book.
6. "How does your work feed into my paid ads and social channels?"
Why: Silos are for grain, not marketing. You need the best SEO companies that play nice with others.
7. "Show me your tech stack. What are we paying for?"
Why: If they are using free tools for enterprise work, you are being ripped off.
8. "The algorithm changed this morning. Did you notice?"
Why: This industry moves fast. If they aren't reading, they are dying.
9. "AI content: Tool or crutch?"
Why: You need to know if they are lazy or strategic.
