Grumpy SEO Guy Podcast: Episode 136

"Questions To Ask An SEO Agency To Hire Them"

Host: Grumpy SEO Guy
Date: January 9, 2026

Episode Overview

This episode focuses on how to screen and hire an effective SEO agency. Drawing from 14 years of experience, the host, Grumpy SEO Guy, shares candid advice on identifying agencies that truly understand SEO versus those who only sound knowledgeable. Central to the episode is the argument that assessing an agency is less about memorizing a checklist of questions and more about deep listening and logical reasoning during conversations with potential hires.

Key Discussion Points & Insights

1. The Realities of Interviewing SEO Agencies

• Understand SEO Before Hiring:
  The host asserts that it's critical for a client to understand basic SEO to recognize legitimate answers.

  • "You have to understand SEO yourself in order to do this. Okay? Now, luckily for you, I've released lots of episodes that explain how SEO works." (01:00)

• Three Types of SEO Agencies:

  • Agencies that don't build backlinks (rarely get results).
  • Agencies that build backlinks but hide it from clients (not trustworthy).
  • Agencies that build backlinks and are transparent about it (preferred).
  • "If they're not mentioning backlinks, don't work with them, because they either don't know how SEO works or they're not being truthful with you about what they're gonna do." (03:07)

2. Structuring the Agency Interview

• Let Them Show Their Expertise:
  The responsibility is on the agency to demonstrate competence—not for you to show off what you know.

  • "It is their job to demonstrate their knowledge to you, not your job to demonstrate your knowledge to them." (04:07)

• Ask Open, Basic Questions:
  Avoid overcomplicating questions to "trap" the agency. Instead, ask simple questions and see how they answer.

  • "What are you gonna do for us? And I would just quit talking and let them talk." (04:52)

• Evaluating Process & Timelines:
  Agencies that confidently state fixed timeframes (like "six months") without research are to be avoided.

  • "There's no possible way they could answer the question of how long will it take? Because they don't know anything about you." (05:59)
  • "Anybody who gives you an 'oh, six months.' No hard pass on that one." (07:35)

3. Deciphering Real Knowledge vs. Scripts

• Memorized Answers Aren’t Enough:
  The host emphasizes that memorized scripts or "safe" answers aren't proof of expertise.

  • "A lot of people, when they're trying to get clients, will use scripts, which is just something that you've memorized. Right. That doesn't mean you understand the topic." (08:08)

• Follow-Up Questions Are Key:
  Push for reasoning: "Why do you think backlinks are not necessary?" or "Can you explain how your process works in detail?"

  • "Ask them to walk you through the process. What does it look like? How long does the process take? Not how long does it take to get results. How long does the process take?" (13:02)

4. What to Look for in Answers

• Listen for Discussion of Authority and Backlinks:
  Agencies should understand the importance of "authority" (linked to building backlinks) and should not shy away from that topic.

  • "If they talk about authority, I'd probably keep talking to them because that's a big part of the answer. Right? Authority is built by creating backlinks." (12:05)

• Customization is a Must:
  Avoid agencies with a “one-size-fits-all” approach. Every website has unique needs.

  • "If they use the same strategy for everybody, that's probably a person that you want to avoid, right? Because, like, every website is different." (14:40)

• Critical Questions to Ask (But No “Right” Answers):

  • “What are you going to do for us?”
  • “How are you going to get us to the top of the search engines?”
  • “Can you walk me through your process?”
  • “How does SEO work?” Listen not just for answers, but for logic and honesty behind them.

5. Why No Recommended Agency List?

• No Trusted Shortlist:
  The host refuses to recommend agencies or provide a list because quality is so rare and hard to verify.
  • "We don't recommend our competition...there are no good agencies that are commercially available and easy to find." (16:07)

Notable Quotes & Memorable Moments

• On letting agencies talk:

  "I would just go in there and act like I don't know anything about SEO... What are you gonna do for us? And I would just quit talking and let them talk." (04:45)

• On timeline answers:

  "Anybody who gives you an 'oh, six months.' No hard pass on that one." (07:35)

• On content-only pitches:

  "'We're going to write you really good content.' Oh, okay. Thanks. We'll think about it. I would never respond to that person again." (05:06)

• On memorized scripts:

  "Just because somebody has a great answer, that doesn't mean they understand it. So you have to ask follow-up questions..." (08:24)

• On unique strategies:

  "If they use the same strategy for everybody, that's probably a person that you want to avoid, right? Because, like, every website is different." (14:40)

• On the futility of agency “shortlists”:

  "If there were [quality agencies], instead of having all these episodes...we would just make one episode and it would say, use this agency...That's it." (16:20)

Suggested Approach to Agency Interviews

Initial Questions

• “What are you going to do for us?”
• “How are you going to get us to the top of the search engines?”
• “Can you tell me more about backlinks?”

What to Listen & Probe For

• Are backlinks and authority discussed openly?
• Are timelines and strategies presented after thoughtful research, not as canned responses?
• Does the agency tailor solutions, or do they push a template approach?
• How do they respond to follow-up, probing questions?

Host’s Final Advice

• Don’t reveal your SEO expertise or try to “impress” the agency.
• Let them demonstrate knowledge—your job is to listen for sense and honesty, not perfection.
• If you really want expert help, the host half-jokingly offers to sit in on your interview.

Timestamps for Key Segments

• Understanding the need to screen agencies & basics of SEO: 01:00–03:07
• Types of agencies by backlink philosophy: 03:07–04:50
• Interview dynamic & not leading with your own knowledge: 04:07–05:06
• Dead giveaway: fixed-result timelines: 05:59–07:47
• Dangers of rote answers & the power of follow-ups: 08:08–09:20
• What to probe—authority, backlinks, strategy: 12:05–14:40
• Why there’s no “good agency” list: 16:07–17:25

Tone and Takeaway

True to his “grumpy” persona, the host is frank, sometimes blunt, and focused on practical realities rather than “feel-good” advice. The overall message:
There is no magic checklist—hiring an SEO agency is about applying logic, asking open questions, verifying answers, and expecting transparency about crucial aspects like backlinks and site authority.

For more guidance, the host suggests listening to his other episodes or even hiring him for interview support.