How to choose a local SEO company: 10 questions to ask first.
Every SEO company says it can get you found on Google. These questions show you which ones will do the work, play by Google's rules and leave you in control of your own business.
The short answer: pick a local SEO company that tells you exactly what it will do each month, keeps your Google profile and accounts in your name, follows Google's published rules, doesn't promise rankings, and lets you leave on fair notice. If a company can't answer the questions below in plain English, keep looking.
This guide is for small business owners in Ontario who are comparing SEO companies, or wondering whether the one they already pay is any good. It's based on Google's own advice for hiring an SEO and its rules for Business Profiles and reviews, all linked below.
Do you need an SEO company at all?
Not always. A small local business can do a lot of the basics on its own. If you have a few hours a month and like this kind of work, you may not need to pay anyone yet.
Hiring makes more sense when you don't have the time, when you're launching or rebuilding a website, or when you've tried it yourself and nothing has moved. Either way, knowing the basics helps you spot a company that's cutting corners.
10 questions to ask an SEO company before you hire them
Google's page "Do you need an SEO?" has its own list. These cover the same ground, plus the things that matter most to a local business.
- What exactly will you do each month? You want a written list: for example, posts on your Google profile, a new page on your website, fixing listings, a report. "Ongoing optimization" on its own isn't an answer.
- Who owns my Google profile, website and accounts? You should. On a Google Business Profile, you stay the primary owner and the company is added as a manager, which lets them do the work but not remove you. In Search Console you stay the owner and they get their own access. Each person should have their own login, so you never need to share your password.
- Do you follow Google's rules? Ask whether they follow Google Search Essentials and the Business Profile guidelines, and ask them to explain any change they make and why. Google says you're responsible for what a company you hire does to your site.
- What results should I expect, and when? A good answer is honest about time: search results usually take months, not weeks. Be wary of anyone who promises first place. In Google's own words, "No one can guarantee a #1 ranking on Google."
- How will you report progress? Ask to see an example report. It should show things that matter to you, like calls, direction requests and website visits from your Google profile, and the searches you show up for, explained without jargon.
- How do you get reviews? The only safe answer is: ask every customer, with no rewards. Google doesn't allow paid reviews, offering discounts or gifts for reviews, or only asking customers you expect to be happy (Google's policy). Canada's Competition Bureau has also warned businesses about misleading reviews.
- Will you change my business name on Google or build a page for every town? Both are common shortcuts, and both are risky. Google's guidelines say your profile name should match your real business name, with no added keywords or locations, and extra words can lead to a suspension. Near-identical pages aimed at different cities count as "doorway" pages under Google's spam policies.
- What does it cost, all in? Ask for the monthly price, any setup fee, the minimum term, how much notice you need to give to cancel, whether HST is extra and whether the price is in Canadian or US dollars.
- Who will I actually deal with? Find out who does the work, whether it's passed on to someone else, and how quickly they answer emails. A local company should know your area: the towns you serve and the businesses you're up against.
- Can I see work you've done? Ask for examples you can check yourself, like a live website or a Google profile, and for someone you can talk to. Google suggests checking references too.
Good signs and warning signs
| Topic | Good sign | Warning sign |
|---|---|---|
| Results | Honest about timing, no promises | "Page one in 30 days" or a guaranteed #1 spot |
| Ownership | You own every account; they're added as a manager or user | They create the profile in their own name, or ask for your password |
| Methods | Explains every change in plain English | "Secret" methods, a "special relationship" with Google, or bulk link packages |
| Reviews | Ask every customer, reply to every review | Bought reviews, rewards for reviews, or only asking happy customers |
| Your profile | Your real business name and a real service area | Keywords added to your name, a virtual office address or a second profile |
| Contract | A short minimum, then month to month with clear notice | A long contract with no way out, or fees that only show up on the invoice |
If a company contacted you first
Google's advice is to be careful with unsolicited emails about search. That includes ours: if any SEO company contacts you out of the blue, ask them the same 10 questions. A good one will be happy to answer them.
What to have ready before you talk to anyone
- The services you most want more work for, and the towns you actually serve.
- Who has access to your Google profile, website and domain right now. If you don't know, find out first.
- What happens when someone calls or fills in your form, so a new enquiry doesn't go unanswered.
- A monthly budget, and how long you can give it before deciding whether it's working.
How we answer these questions
Our local SEO service is $599 a month plus a $499 one-time setup (waived when we build your website), plus HST where it applies. There's a 3-month minimum, then it's month to month with 30 days' notice. The monthly work is listed on the page, your Google profile and accounts stay in your name with us added as a manager, we don't promise rankings, and you get a jargon-free report every month. We're based in Kitchener-Waterloo, and you can see a work example on our site.
Next step
Want to know where you stand before you talk to anyone? Get a free Google visibility check: we look at your profile and a few searches your customers would use, and email you a short summary of what's holding you back on Google within 2 business days. To check your profile yourself first, read 5 signs your Google profile is losing you calls and our guide to Google review management.
Written by Nuvelo Labs, Kitchener-Waterloo. Based on Google's published guidance as of October 2026. General information only, not legal advice.