Are they selling you SEO… or are they selling you emotional reassurance in a nice PDF?
Because that happens more than people like to admit: you sign with an “SEO agency”, 3 months go by, they show you a report full of green arrows, and your business is exactly the same. Zero new leads, zero attributable sales, zero clarity. Just “patience”.
If you’re about to hire an SEO agency, this checklist will save you money, time and the typical trauma of “yet another agency”. Here’s what to demand from an SEO agency before signing: verifiable deliverables, the most common red flags and a practical way to evaluate proposals without becoming a technical expert.
Before you demand anything, define what “working” means for your business
Before demanding things from an agency, demand clarity from your own business. Otherwise you’ll compare proposals with the precision of “I like this logo”.
Three things you need to put on the table in the first call:
- Business goal: qualified leads, ecommerce sales, calls, forms, bookings.
- Offer and margin: SEO attracts people; if the offer is weak or closing is a disaster, traffic won’t save anything.
- Operational capacity: can you handle more demand if it arrives?
If an agency talks to you about “moving up in rankings” without tying it to how that turns into opportunities, you’re about to pay for pretty metrics.
If you want us to ground it in numbers (not wishful thinking), request a diagnosis here and we’ll tell you whether SEO makes sense for your case.
Checklist: what to demand from an SEO agency (no smoke)
What follows is “what to demand from an SEO agency” in a control format. It isn’t theory: these are deliverables, criteria and decisions that affect results.
A quick table (so the proposal doesn’t get too complicated):
| What you should demand | What they should deliver | How you verify it |
|---|---|---|
| An actionable diagnosis | An audit + a prioritized backlog | A document with findings and priority (impact/effort) |
| A map of intents/URLs | Intent → page → CTA | A list of intents and specific URLs (not “let’s do blogs”) |
| A technical owner | Who implements, and on what timeline | Signed scope + SLAs + access requested |
| Content with a standard | A brief per piece + editorial criteria | Briefs, examples, guidelines for internal links/entities |
| Link building without time bombs | An anti-spam policy + clear sources | Real URLs, justification, no “packages” |
| Measurement for decision-making | GA4/GSC + events + a change log | A dashboard + a change log + priorities |
1) An initial diagnosis with actionable findings (not a template)
Demand that the kickoff include:
- A technical audit (indexing, crawling, architecture, performance, critical errors).
- An intent audit: what your ideal customer searches for and which page should answer each intent.
- A competitor audit (who beats you and why: content, links, brand, product).
- Priorities by impact/effort (an ordered backlog, not “we’ll do everything”).
A direct question: “What would you change first if you only had 2 weeks?” If they can’t answer, there’s no judgment.
Ask them to show you a real (anonymized) example of an audit. If they don’t have one, that’s a bad sign.
2) A map of intents and pages (so you don’t publish for the sake of publishing)
SEO that works looks more like architecture than “let’s do blogs”. Demand a document that shows:
- A list of prioritized intents (transactional, comparison, problem-solution, brand).
- Which URL answers each intent (service page, landing page, category, article).
- How they connect to each other (internal linking).
- What gets updated vs. what gets created from scratch.
If the strategy is “let’s do 8 articles a month” without explaining where they’ll convert, they’re building you a museum blog.
If you already have a site, share your menu and your 3 most profitable services; with that, a basic map can be drawn in 30 minutes.
3) Clear rules about the technical side (who does what)
This is the part that breaks projects. Many agencies promise “technical SEO” and then it turns out that:
- They don’t touch the site.
- Your developer will “look at it someday”.
- The hosting is slow, but nobody gets involved.
Demand that it be put in writing:
- Which changes they implement (or whether they work with your team).
- Response times for technical adjustments.
- The access required (Search Console, Analytics/GA4, Tag Manager, CMS, hosting).
- Which plugins/tools they use and why.
At Gulupa Digital this is part of the process: SEO without technical implementation is like paying a trainer who only sends you motivational quotes.
If your website runs on WordPress, also review your technical foundation and conversions (a slow website kills SEO and sales at the same time).
4) Content with an editorial standard and business judgment
“We do SEO content” means nothing. Demand:
- A brief per piece (intent, angle, structure, CTA, entities, internal links).
- Review by someone who understands your industry (not just a proofreader).
- A quality standard: depth, examples, a differentiator, demand capture.
And the most uncomfortable part: what will be measured for each piece. If the content doesn’t push toward an action (forms, calls, WhatsApp, quotes), you’re paying for visits that leave.
Ask for a sample of a “typical” article they publish for companies (not for personal blogs). It tells you a lot about their approach.
5) Link building with ethical limits (and without strapping you to a bomb)
Links are still a strong factor, but they’re also the area with the most traps.
What to demand from an SEO agency on this point:
- Transparency: where the links come from (media, real directories, partnerships, PR, citable content).
- An explicit ban on link schemes (link farms, PBNs, “50 backlinks” packages).
- A link report with real URLs.
A useful reference: Google is quite clear about practices that can cause problems; get to know its spam policies now.
And if you want an official basis for aligning expectations (without strange myths), Google’s SEO Starter Guide is a good starting point.
If an agency offers “guaranteed backlinks” as a product, ask for the list of domains before paying. If they make excuses to avoid it, it may be best not to hire them.
6) Measurement, attribution and reports that help you decide
An SEO report isn’t there to impress; it’s there to make decisions. Demand that it include:
- Business metrics: leads, calls, forms, sales, sources.
- Actionable SEO metrics: impressions/CTR by query, pages with potential, cannibalization, pages going up/down.
- Changes implemented (a change log). Without a change log, there’s no learning.
- Next priorities (with the why).
And if you’re serious about this: at least one monthly conversation where it’s clear what happened and what’s going to change. SEO isn’t “autopilot”.
Ask them to show you a real dashboard (even with the data hidden). If there are only loose screenshots, you’ll be depending on “trust me”.
Red flags: signs the agency is going to cost you dearly
A bad SEO agency doesn’t just “not work”; it leaves you with a tangled site, useless content and an in-house team that hates marketing. These are the red flags we see most when people come to us to be rescued.
They promise you the #1 position or exact timelines
If you hear “in 30 days you’ll be on the first page”, they’re telling you a story. Serious SEO works with probabilities, prioritization and execution, not with absolute guarantees.
They talk about “secrets” or “proprietary methods” without explaining deliverables
Having a methodology is fine. Having it be a black box isn’t. If you can’t understand what you’ll receive each month, you’ll be paying without control.
Everything comes down to publishing articles
If your website has technical problems, poor architecture or zero conversion, publishing more won’t make up for it. Sometimes the best move is to fix 5 pages and improve their intent + CTA before producing 40 posts.
They don’t ask for access to Search Console (or don’t use it)
That’s like “doing finance” without looking at the bank account. Search Console is where you see Google’s reality: queries, CTR, coverage, indexing.
They don’t ask about margin, ticket size and sales capacity
An agency that only talks about traffic and never asks about sales is disconnected from the business.
If any of these has already happened to you, don’t beat yourself up. Get a second opinion from our experts.
How to evaluate an SEO agency (questions + a matrix)
If you’re comparing proposals to hire an SEO agency, these questions cut through the fog quickly. You don’t need to know SEO; you need to hear whether there’s judgment.
1) “How do you prioritize what to do first?”
A good answer: they talk about impact, intent, architecture, real quick wins and a phased backlog.
2) “Show me an example of a 90-day roadmap (without sensitive data)”
A good answer: audit + implementation + purposeful content + measurement, with owners.
3) “What happens if my team can’t implement technical changes?”
A good answer: clear alternatives (they implement, they work with your developer, or they redefine the scope). A bad answer: “we’ll see”.
4) “What deliverables do I receive each month?”
Ask for a simple list: on-page optimizations, content with briefs, links (if applicable), reports, a meeting, a change log.
5) “How do you protect my brand from risky practices?”
They should talk about spam policies, link schemes and not doing crazy things that push you up today and sink you tomorrow.
6) “Which metrics matter to you, and which matter to me?”
If the business (leads/sales) doesn’t appear in the answer, that’s a bad sign.
7) “What do you need from me to make this work?”
The best answer demands things from you: inputs, approvals, deadlines, access, feedback from sales. The worst: “nothing, we’ll take care of it”.
8) “What would you do if there’s no improvement after 4 months?”
The answer should include diagnosis, testing and changes of approach, not excuses. Copy these questions and use them as a call script.
Evaluate proposals with a 10-point matrix
Here’s a simple evaluation. Use this table and score each item 0, 1 or 2 points (maximum 20). A serious proposal usually scores above 14.
| Criterion | 0 points | 1 point | 2 points |
|---|---|---|---|
| Initial diagnosis | Doesn’t exist | Generic | Customized, with findings |
| Roadmap (90 days) | No plan | A loose list | A phased plan with priorities |
| Technical scope | “We’ll look at it” | Partial | Clear owners + timelines |
| Content by intent | “Let’s do blogs” | Partial | Intent → URL → CTA |
| Measurement (GA4/GSC) | A superficial report | Mixed metrics | Events + attribution + dashboard |
| Change log + report | No evidence | A summary | Change log + decisions + next steps |
| Anti-spam policy | Not mentioned | “We don’t do spam” | Rules and limits in writing |
| Proven experience | “We have experience” | 1 case | Relevant cases/references |
| Communication | Whenever possible | Every two weeks, no agenda | Monthly, with a decision agenda |
| Business focus | Traffic only | They mention leads | They ask about margin/ticket/capacity |
If the proposal feels “pretty” but you can’t tick these items, it isn’t a proposal: it’s a brochure.
If you can’t be bothered (understandable), send us the proposal and we’ll return a checklist marking what’s missing.
SEO agency prices in Colombia: what they depend on and what you should receive
Let’s talk money, no fairy tales.
SEO agency prices vary because SEO isn’t a universal package: it depends on your competitors, your site, your industry, your operation and how quickly you need traction.
The factors that move the monthly investment most:
- The state of the site (technical debt, speed, CMS, indexing).
- Scope (one location vs. multiple business lines; ecommerce vs. services).
- Real competition (not the “neighbor”, but whoever dominates Google for your intent).
- Content production (quantity and depth, experts, review).
- Technical implementation (who executes).
- Link building/PR (if required, and to what standard).
A useful reference (so you don’t get lost): in Colombia it’s common to see plans from around COP 1,190,000/month in simple scenarios, scaling to COP 3,025,000–9,000,000/month when there are more intents, more competition and more intensive execution. Don’t fixate on the number: hold on to the key question. For more detail, see how much SEO costs in Colombia.
To ground expectations, here’s an indicative reading (it isn’t a price list; scope rules):
| Level (indicative) | Monthly investment reference | What you should receive (minimum) |
|---|---|---|
| Essential | From COP 1,190,000/month | Audit + quick wins, on-page, baseline measurement (GA4/GSC), 1 prioritized intent, change log |
| Professional | From COP 3,025,000/month | 3 intents/month, 2 strategic pieces of content, schema/AEO, technical and conversion adjustments (SXO), an actionable report |
| Elite | From COP 9,000,000/month | 10 intents/month, internal linking and architecture at scale, reputation/GEO actions, an executive dashboard, strong continuous optimization |
The key question: “With this investment, what concrete deliverables will I receive, and what impact hypotheses are we testing?”
If you want a realistic investment recommendation for your case, request an evaluation.
The SEO contract: the minimum that must be in writing
A good SEO agency shouldn’t be afraid of a clear contract. What to demand from an SEO agency on paper:
- A reasonable minimum term: SEO needs continuity. If they tie you in for 12 months with no exit for non-performance, be careful. If they sell you month-to-month with no strategy, also be careful.
- Monthly deliverables: explicit and verifiable.
- Ownership of assets: the content and the access must be yours.
- Access and security: who gets into what, and how it’s revoked.
- Risk policies: prohibited practices (spam, dubious links, uncontrolled automation).
And watch out for this trap: “the agency manages your Search Console” with its email, not yours. That leaves you blind if the relationship ends one day.
A quick contract checklist (if it isn’t there, ask for it):
- [ ] Verifiable monthly deliverables (with examples)
- [ ] A phased roadmap (90 days minimum)
- [ ] Who implements technical SEO (and timelines)
- [ ] Ownership of content, accounts and access (all in your company’s name)
- [ ] An anti-spam policy and prohibited practices (link schemes, uncontrolled automation)
- [ ] A change log and a decisions report
- [ ] An exit clause for non-performance + handover of documentation
Before signing, ask them to include a clause for handing over access and documentation. If they say no, you know where you stand.
How we do SEO at Gulupa (in case you’re comparing with judgment)
Gulupa Digital was founded in 2016 in Medellín, and we’ve worked with organizations and brands that can’t afford to improvise: from the Archdiocese of Medellín (21 schools) and the Botanical Garden to teams and universities with large operations.
Our approach to SEO looks like this:
- Discovery: we understand the business, margins, sales team and funnel.
- Architecture: we map intents, pages and structure (so the site sells, not just ranks).
- Execution: technical SEO + purposeful content + conversion improvements (SXO).
- Real measurement: GA4 + Search Console + conversion events (no guessing).
- Continuous optimization: every month there are decisions, not “maintenance”.
If you also need to accelerate demand while SEO matures, we integrate it with other engines: Google Ads or a lead generation system.
And if you’re looking for a complete operation (content + paid media + conversion), we also work on it as integrated marketing.
If you want an SEO plan that feels like a sales system (and not like “let’s push keywords up”), see the service here.
Frequently asked questions (FAQ)
What should you demand from an SEO agency from the first month?
A serious first month includes 4 things: an actionable diagnosis, a prioritized backlog, a 90-day roadmap and properly configured measurement (Google Search Console + GA4 with events). Without that, you’re paying blind.
How much does it cost to hire an SEO agency in Colombia?
The cost depends on competition, the state of the site and the intensity of execution. As a reference, it’s common to see plans from COP 1,190,000/month in simple scenarios, rising to COP 3,025,000–9,000,000/month when there are more intents, more competition or ecommerce.
How long does SEO take to show results?
In practice, you can see signals in 6 to 12 weeks (impressions, CTR, first improvements), and more stable results in 4 to 6 months if there’s real execution (technical + content + conversion).
What deliverables should a monthly SEO service include?
At a minimum: on-page optimization, technical improvements (or managing their implementation), content by intent with CTAs, internal linking, monitoring in Search Console, a change log and a monthly meeting to decide priorities.
How can you tell whether an agency uses dangerous practices?
If they sell “backlink packages”, use PBNs or avoid showing the real URLs of links, there’s risk. Ask for an anti-spam policy in writing and check that they work in line with Google’s spam policies.
SEO can be your company’s most profitable channel… or its most frustrating one if you buy it as if it were a “package”.
If you’re in decision mode and want to avoid the typical cycle of paying, waiting and being disappointed, request your diagnosis here. If it makes sense, we’ll tell you exactly what we’d do first and what you should demand (even if you end up working with another agency). You can also contact us directly here.
