You’re investing real money every month into SEO. But are you actually seeing results? Or are you starting to wonder if your SEO agency is doing anything at all?
That’s not a paranoid question, it’s a smart one. At Virtual Surge in Baltimore, we’ve taken over campaigns where clients were paying thousands a month with little to show for it. When we dug in, we often found that the agency wasn’t doing much beyond sending vague reports and making generic promises.
If you’ve ever thought, “I don’t even know what they’re doing…” this post is for you.
Here are seven questions to ask that will help you figure out if your SEO agency is doing real work, or just pretending to.
1. What Have You Actually Done in the Last 30 Days?
This is the simplest question and the one that tends to expose the most.
You’re not looking for fluff like “monitored rankings” or “continued optimization.” You want specifics.
Ask:
“What pages did you work on? What was changed or added?”
They should be able to list:
- Which pages were optimized (and how)
- What content was written, edited, or updated
- Any technical fixes (broken links, speed issues, mobile errors)
- Backlinks built (with sources)
- Local listings or directory updates
If they can’t answer clearly or confidently, it’s a sign the work isn’t happening, or it’s not being done intentionally.
2. How Do You Know This Is Working?
It’s not enough to say traffic is “up” or rankings are “stable.” That doesn’t mean the work is translating into real results.
Ask:
“Which KPIs are you tracking and how do they tie to lead generation or sales?”
They should be watching things like:
- Organic traffic to key service pages
- Keyword rankings for high-converting phrases
- Local pack visibility in Google Maps
- Conversions from organic users (calls, forms, bookings)
If you’re only seeing vanity metrics like impressions or bounce rates, and nothing tied to revenue or visibility, they may be trying to distract you from the bigger picture.
3. What’s the Actual Strategy for My Business?
Every industry and every location needs a tailored approach. A personal injury lawyer in Baltimore shouldn’t have the same SEO plan as a dentist in Denver. Yet many agencies use a plug-and-play strategy that barely changes from one client to the next.
Ask:
“What’s unique about my SEO plan?”
They should be able to talk about:
- How your keywords were selected
- Why certain pages are being prioritized
- How competitors are being outranked
- What content is planned and why
If the answers are vague or sound like something that could apply to anyone, you’re probably just a number on a spreadsheet.
4. Who’s Actually Doing the Work?
This matters more than people realize. Many agencies outsource everything to low-cost freelancers with no quality control. That often means shallow content, bad links, and careless technical work.
Ask:
“Who is writing, editing, and implementing the work and do they know my industry?”
You deserve transparency. Ideally, you should know:
- Who is managing your account
- Who is writing or reviewing content
- Who is handling technical SEO
If your agency hides behind layers of account managers or dodges this question entirely, that’s a red flag.
5. What Did You Learn from the Last Google Update?
Google’s algorithm changes frequently, and those updates can hit hard if your site isn’t aligned with what Google values.
Ask:
“How did the last major update affect my site—and what did you do about it?”
A real SEO team will monitor your site during each core update, assess changes in traffic and rankings, and make adjustments if needed. If your agency acts like everything’s business as usual after a major Google update, they’re either not paying attention, or they don’t know what to do about it.
6. How Are You Building My Site’s Authority?
SEO isn’t just about stuffing in the right keywords. What really matters is whether Google sees you as a trusted source. That means other reputable sites are linking to you, your content actually shows you know your stuff, and your website feels legit, not like it was thrown together overnight.
Ask:
“How are you helping me build authority in my space?”
You should hear about:
- Backlink strategy (and actual results)
- Citations in reputable directories or media
- Building up service pages as expert content
- Encouraging reviews and testimonials
- E-E-A-T (Experience, Expertise, Authority, Trustworthiness)
If your agency is still focused on mass link building from low-quality blogs or spammy directories, they may be stuck in 2015.
7. What’s Coming in the Next 60 to 90 Days?
You shouldn’t have to guess what your SEO agency is working on next. And you definitely shouldn’t be chasing them down for updates.
Ask:
“What’s the plan for the next two to three months?”
A good SEO partner will have a roadmap for:
- Upcoming content
- Technical changes
- On-page adjustments
- Link-building or PR efforts
- Local SEO improvements
They should also let you know if they need anything from you, like updates on new services, location changes, or help getting more reviews. If the plan always feels unclear or keeps shifting without explanation, there’s a good chance they’re just reacting to problems instead of steering the strategy forward.
Signs – How to Tell if Your SEO Agency is Doing Anything
Even if you’re not technical, there are clear warning signs that your SEO partner isn’t pulling their weight:
- No visible changes on your website for months (No new content, no updated pages, nothing measurable)
- You don’t have access to Google Analytics or Search Console (They should be sending reports and giving you access to the source data)
- They won’t explain what they’re doing (Vague responses, skipped meetings, and “We’ll handle that” aren’t good enough)
- No improvement in rankings or leads after several months (SEO takes time, but you should see some progress, especially in local or branded search)
Still Not Sure? Do Your Own Mini Audit
If you’re unsure whether your SEO agency is doing anything meaningful, here are a few quick things you can check:
- Google your own business
- Are you showing up for your brand name and core services in your city?
- Check your website’s blog or content section
- When was the last update? Is anything new being published or improved?
- Look at your Google Business Profile
- Are there new photos, updated hours, responses to reviews, or regular posts?
- Request a list of backlinks earned in the last 90 days
- See if they can actually name sites, and if those sites are legitimate.
- Ask for a keyword-tracking report
- Not just impressions, but actual rankings over time.
If those things are missing, it’s fair to ask whether the agency is earning its fee.
What If You Don’t Have Time to Figure This Out?
We get it. You’re running a business. You don’t want to spend your evenings digging through SEO dashboards or reading ranking reports.
That’s exactly why we offer SEO audits.
At Virtual Surge, we specialize in helping small to mid-sized businesses in Baltimore figure out what’s working, and what’s not, with their SEO. If you’re not sure what your agency is doing, or whether the strategy is actually helping you grow, we’ll give you the answers.
We’ll take a look at:
- Your current rankings and keyword opportunities
- Site speed, mobile usability, and technical health
- Local visibility and map pack performance
- Content quality and topical authority
- Backlinks and competitor comparisons
And we’ll explain it all in plain English. No scare tactics. No “salesy” pressure. Just a clear picture of whether your SEO is on track, or overdue for a reset.
Final Thought
Hiring an SEO agency is a big investment. If you’re wondering how to tell if your SEO agency is doing anything, don’t ignore that feeling. Ask the questions. Dig a little deeper. You might save yourself a lot of time, money, and missed opportunities.
Need an outside perspective? Request a quick audit from Virtual Surge and let’s figure it out together, no strings attached. Go to our discovery form today. Be sure to mention the free audit!
