Search engine optimization agency: selection criteria and differences

What does a search engine optimization agency do?

One Search engine optimization agency is a service provider that specializes in improving the visibility of a website in the organic (unpaid) search results of search engines such as Google. The overall goal is to drive more qualified traffic to the website, which should lead to more inquiries, customers, or sales.

The core tasks typically cover three areas:

1. Technical SEO: Ensuring that a website can be easily crawled and indexed by search engines This includes aspects such as load time optimization, mobile display, a clean URL structure and the correction of technical errors.
2. On-page SEO: Optimizing the content and structure of the website itself. This includes keyword research, the creation of relevant and high-quality content, the optimization of titles, headlines and meta descriptions, and internal linking.
3. Off-page SEO: Measures outside of your own website that strengthen its authority and trustworthiness. The most important aspect here is building high-quality backlinks from other relevant and trustworthy websites.

Some agencies also offer specialized services such as content marketing, local SEO, or e-commerce SEO.

7 criteria for evaluating an SEO agency

The selection of the right partner should be based on a structured evaluation. The following seven criteria will help you separate the wheat from the chaff and identify a qualified service provider.

1. Verifiable references and case studies

A reputable Search engine optimization agency can prove their successes. Ask specifically for case studies from customers in your industry or with similar challenges. Pay attention to whether concrete, measurable results are presented (e.g. “increase in organic traffic by X%”, “Improved ranking for keyword Y from position 10 to 2”). Also check customer reviews on independent platforms such as OMR Reviews or Clutch.

2. Transparent communication and reporting

A good agency communicates proactively, comprehensibly and regularly. It should be able to clearly explain its strategy and the measures taken without hiding behind technical jargon. Reporting is a crucial point: Are you regularly provided with reports that comprehensibly present the most important key figures (KPIs) such as rankings, traffic, clicks and conversions? A live dashboard, such as specialized providers such as SocialEdge Offering is a sign of a high level of transparency here.

3. Realistic goals and promises

Be skeptical of providers who promise guaranteed top 1 rankings in the shortest possible time. SEO is a long-term process whose results depend on many factors, including competition and Google's algorithm changes. A professional agency will give a realistic assessment of the potential and present a strategic plan to achieve the goals set.

4. Specialization and industry experience

SEO is a broad field. Check whether the agency specializes in areas relevant to you. Do you need support for your online shop (e-commerce SEO), your local business (Local SEO) or international expansion? An agency with experience in your sector knows the specific challenges and opportunities and can develop more effective strategies. An in-depth understanding of how to choose a SEO audit agency analyzing your website can also be informative here.

5. Contract terms and pricing

Pay attention to fair and flexible contract terms. Long, inflexible contract terms can be a warning sign. Providers who are convinced of the quality of their work often offer models that can be cancelled on a monthly basis. Pricing should be transparent. Whether it's a flat rate, hourly billing, or a performance-based model — you should understand exactly what you're paying for. Platforms such as Agenturtipp.de or Sortlist can help to get an initial overview of standard market prices.

6. Methods used (White Hat vs. Black Hat SEO)

Ask about the methods that the agency uses. Reputable agencies work exclusively according to Google's guidelines (“White Hat SEO”). Methods such as purchased links, keyword spamming or hidden texts (“black hat SEO”) can lead to success in the short term, but they almost always result in penalties from Google and damage your website in the long term.

7. Team and contacts

Ultimately, you're working with people. A personal conversation (also via video call) is essential to find out whether the chemistry is right. Who is your direct contact? How is the team set up? A permanent, competent contact person who understands your goals and is achievable is crucial for successful cooperation.

Difference: General vs. Local SEO Agency

The distinction between a general and a local Search engine optimization agency is fundamental for choosing the right partner. Your goals determine what type of specialization you need.

General search engine optimization agency

A general SEO agency focuses on improving the national or international visibility of a website. Your strategies aim to rank well for broad, informational or transaction-oriented keywords, regardless of the user's location.

• Target group: Companies that offer their products or services nationally (e.g. online shops, SaaS providers, supraregional service providers).
• Focus: Technical SEO, content marketing, link building on a national level, optimization for generic keywords.
• example: An online retailer of sports shoes wants to be visible throughout Germany for searches such as “buy running shoes online”.

Local search engine optimization agency

A local SEO agency specializes in maximizing a company's visibility for locally related search queries. Your goal is to attract customers from the immediate area.

• Target group: Companies with a physical location that serve local customers (e.g. doctors, lawyers, tradesmen, restaurants, retailers).
• Focus: Optimizing the Google company profile (formerly Google My Business), managing local citations (NAP consistency), building local backlinks, and collecting customer reviews. Visibility in the “Local Pack” (Google Maps results) is crucial here.
• example: A dentist in Munich wants to be found for searches such as “dentist Munich” or “dental cleaning near me.”

FeaturesGeneral SEO agencyLocal SEO agencytargetNational/international visibility Regional/local visibilityKeywordsGeneric, information-oriented location-based, service-orientedMost important platformOrganic Google searchsGoogle Maps/Local Packstrategiescontent marketing, national link building, Google profile optimization, local quotes, reviewsIdeal forOnline shops, SaaS, publishers, lawyers, craftsmen, restaurants

More details about choosing a Local SEO agency can be found here and in this guide to local SEO.

How to choose the right provider for you

Choosing the right Search engine optimization agency is a process that requires careful consideration. The following steps help you to proceed in a structured manner:

1. Define goals: Clearly define what you want to achieve. More online sales? More appointment requests from your city? More calls? Your goals determine the necessary SEO strategy.
2. Set a budget: Define a realistic monthly budget. This helps you to narrow down your search to suitable providers from the outset. Remember that SEO is a long-term investment.
3. Make a preselection: Use directories and platforms such as Werbeagentur.de or OMR reviews to create a longlist of potential agencies. If you just want to have a specific task done, a marketplace such as Fiverr be an option.
4. Conduct initial consultations: Contact 2-3 agencies from your shortlist. Prepare a questionnaire based on the above evaluation criteria.
5. Compare offers: Analyze the offers you have received. Compare not only the price, but also the scope of services, the proposed strategy and the terms of the contract.
6. Make a decision: Choose the partner who has best understood your goals, communicates transparently and whose expertise is the most convincing.

The use of modern technologies can also support the process. Find out how agencies Using AI in SEOto optimize analytics and content creation.

Summary and recommended action

Choosing the right Search engine optimization agency is a decisive factor for your digital success. The process should be structured and based on clear criteria. First, define your goals: Are you aiming for national reach or local customers? This decision determines whether a general or a specialized local SEO agency is the right partner.

When evaluating potential providers, look for verifiable references, transparent communication, and realistic promises. Flexible contracts and clear, comprehensible pricing are just as important as the use of ethically correct SEO methods. A good agency acts as a strategic partner who understands your business goals and delivers measurable results.

Are you a local company and would like to specifically attract more customers from your immediate area? SocialEdge specializes in getting service providers, practices and retailers into the top 3 Google Maps results. Instead of getting lost in complex SEO projects, you can rely on a focused service that is proven to generate more calls and walk-in customers. Check availability for your sector and region now without obligation and secure a decisive competitive advantage locally.