SEO Partner: 8 Tips for Choosing the Right One

How to find a reputable SEO partner

Learn how to find a reputable SEO partner for web and AI search optimization now:

1. Set your SEO goals and find an SEO partner that will help you achieve them

Before you find the right SEO partner, you must know what you want to achieve with your SEO plan. Defining your goals helps you focus on companies that can help you achieve your goals.

First, decide what you want to achieve with your SEO campaign. You can set goals to reach a specific amount of targeted people, boost revenue for your business, earn more downloads or sign-ups, get your brand mentioned in AI answers, and boost your brand.

When you have your goals in mind, you can find a Google SEO partner that will help you achieve them.

2. Be cautious with “Top SEO Partners” lists

You turn to Google to find the right SEO partners for your business. You type in “top SEO partners in Harrisburg PA,” and the first result is a list of the top ten companies for SEO in the Harrisburg area. You click on it, see the top company, and decide to choose them.

So, what’s the problem with this process?

When you rely on websites that create “top” or “best” lists for SEO partners, you run the risk of using sites that allow companies to pay for the top spots on the list. These companies make money getting other companies to pay to be at the top of the results.

Those lists can also shape AI answers. ChatGPT and Google AI Overviews can cite “best of” pages when someone asks for a provider recommendation, so a paid spot can carry into those answers too.

This can be harmful to your business. You may think someone at the top of the list is the best SEO company, but they may not be the best fit for your business. There are other companies out there who do great work and don’t pay to rank on the top of these lists.

It doesn’t mean that all top lists are pay-to-play, however. Websites like UpCity give you insight into SEO partners that offer great services for their clients. Companies can’t buy their way on to these lists, but rather, have to prove their worth to make it on the list.

If you check out UpCity’s site, you’ll find that we’re an excellence award winner for local marketing agencies!

So, how do you know if lists are credible or not?

It can be difficult to vet out lists and know which ones are credible. Your best bet is to look for SEO industry experts and see if they recommend any resources to help you find the right SEO company for your business.

Regardless, the right SEO partner will have the proof to back up their ranking. They will have reviews that attest to them being a top SEO partner. If you decide to start your initial resource with top or best lists for SEO companies, use caution when vetting the companies on the list.

3. Look for an SEO partner that uses white hat practices

This may be the most important tip for choosing an SEO partner. If you want to find the best SEO partners, look for ones that use white hat SEO techniques.

White hat SEO is a combination of techniques that work with Google’s search engine to help you improve your visibility and rankings. These techniques follow Google’s code of conduct and allow your site to rank naturally by following their rules.

Some white hat SEO techniques include:

• Creating content that answers your audience’s questions, so search engines and AI tools can understand and cite it
• Improving your site’s load time to deliver information faster
• Serving the same content on mobile and desktop since Google indexes the mobile version of your site
• Integrated keywords to rank in relevant search results
• Creating an easy-to-navigate site that keeps leads engaged

These are all acceptable practices of white hat SEO that allows your site to rank organically in the search results. You want to use a Google SEO partner that utilizes white hat techniques.

There will be companies that offer black hat SEO techniques.

These techniques go against Google’s guidelines and often use manipulative ways to get your site to rank at the top of the search results. Black hat SEO is unethical and can get your site completely removed from the search results or knocked far down on the results page.

Here are some black hat SEO techniques to look out for when looking at Google partners:

• Stuffing keywords into copy to try to get your page to rank better
• Showing one piece of content to searchers and a different piece of content to search engines is known as cloaking
• Creating poor quality content that has no value for your audience
• Buying and selling links or using links farms to develop unethical link building practices

These are techniques you don’t want to see from your SEO partner. Black hat SEO techniques have a negative impact on your campaign and result in serious consequences when you get caught.

If a company says something that seems too good to be true, it more than likely is too good. Stay away from any SEO partner that says they guarantee top rankings, AI Overview placements, or that they can boost your rankings within days.

Google’s guidance on hiring an SEO warns against anyone who guarantees a #1 ranking or claims a “special relationship” with Google. SEO is a practice that takes time, so there is no way to get valuable results quickly.

If you want the best SEO partner, stick to ones that offer white hat SEO techniques. They will be the best option for your business.

4. Ask for recommendations

If you don’t know where to start to find the right Google SEO partner, ask for recommendations. There are dozens of other people using SEO partners that can help guide you towards good companies.

Ask people in your personal and professional network about SEO partners. If they have experience with an SEO partner, they can tell you about their experience. It gives you an insider look into a company and helps you figure out if you like working with them.

Word of mouth is a great way to start creating a list of potential SEO companies for your business. You can use this as a starting point to help guide you towards the right SEO partner.

5. Check out their client testimonials

If you don’t know anyone using SEO services, the next best thing is to check out client testimonials for different perspectives on SEO companies. Client testimonials are as good as reviews. They’re real experiences from real clients.

Client testimonials help you get insight into what it’s like to partner with an SEO company. You can see their experience and gain an understanding of the work they do for their clients. You’ll gain valuable insight that helps guide you towards the best SEO partner for your business.

In addition to client testimonials, you can also look at reviews for different companies.

Places like Google Business Profile and Facebook allow you to view reviews from people who previously used services from an SEO company. It’s valuable for helping you narrow your focus on a few companies that will be viable options for your business.

6. Focus on companies that work with your budget

Your budget is crucial to your decision-making process. You must find an SEO company that will work with your budget to deliver you an effective campaign.

The difficult task with SEO is that the pricing is not regulated. There is no set amount for SEO services, so companies can charge how they see fit. This makes it challenging for your business because you want to make sure you’re getting good services for a good price.

So, how do you find a company for the right price and the right services?

First, you’ll want to look for a company that has transparent pricing. When companies publish their pricing online, they will be open and honest with you. You won’t have to worry about them charging additional fees or keeping services from your package since everything is posted online.

WebFX, for example, publishes its online, with our SEO management services starting at $2,900 / month. When you compare quotes, check whether each one covers visibility in AI search, so you’re comparing the same scope.

If a company doesn’t have transparent pricing, you’ll have to contact them to get more information. Ensure that you get all the information outright and know what’s included in your plan.

You want an SEO partner that does great work, but they should also be upfront about the cost. You don’t want to end up with unforeseen costs that weren’t included in your budget.

By knowing an SEO partner’s pricing first, you can choose a partner that works best for your goals and budget.

7. Ask questions

When you’re looking for the right SEO company, make sure you ask questions. Learn about them and what they can offer your business. It will help you vet out companies that don’t fit your goals.

You can ask questions like:

• What do you do when problems arise?
• What resources can you dedicate to my campaign?
• Who is working on my campaign?
• How will you help me achieve my goals?
• What tactics do you use for your clients?
• Which AI tools do you use?
• Who reviews AI-generated work?

These types of questions will help you gain insight into a company and how they will handle your campaign. It’s a great way to help you find the right SEO partner.

8. Ask how they’ll measure your visibility in AI search

The right SEO partner reports how often your brand appears in AI answers, such as Google AI Overviews, ChatGPT, and Perplexity, alongside rankings, traffic, and leads.

Buyers research providers and products inside those answers before they click, so a partner that reports clicks alone misses part of what your budget pays for.

And those AI-generated answers show up often. In WebFX’s study of 2.37 million U.S. keywords, 25.8% of queries showed a Google AI Overview, about 1 in 4 searches.

That’s why marketers are investing in AI search optimization — which is why a reputable SEO partner should have the means to support improving your AI search visibility.

For context, Gartner reports that 44% of CMOs are prioritizing SEO, including answer engine optimization (AEO) and generative engine optimization (GEO), for aggressive budget increases in 2026.

When you talk to potential SEO partners, cover these points:

• Ask for a sample report. It should show rankings, traffic, leads, and AI answer mentions side by side, so you can see how visibility turns into revenue.
• Ask which tools they use to track AI visibility. As an example, teams use OmniSEO®, WebFX’s AI search visibility platform, to track citations and mentions for a brand and its competitors, then decide which pages and sources to work on next.
• Ask what their AI search work includes. Look for specifics, like content that answers buyer questions and placements on the sites AI tools cite, rather than a vague promise to “optimize for AI.”

Find the right SEO partner for your business today

SEO is a valuable strategy that drives qualified leads to your site, earns visibility in AI answers, and grows your business. A strong SEO campaign starts with the right Google SEO partner. Finding the right SEO partner will help you create a successful campaign that helps your business grow.

At WebFX, we have over 30 years of experience creating SEO campaigns and have driven more than $10 billion in revenue for clients in the last 5 years.

Our custom SEO solutions help you find relevant keywords, optimize your pages, create valuable content, and earn visibility in AI search. You can rely on our team of experts to help your business grow.

If you want to learn more about how WebFX can help your business grow, contact us online or call us today at 888-601-5359 to speak with a strategist about our custom SEO plans.