Best SEO Companies
Hiring an ecommerce SEO agency is a significant decision for any business looking to improve its online visibility and sales. For those new to this process, it can be challenging to know what to look for and which questions to ask.
The right questions help clarify an agency’s experience, approach, and alignment with your business objectives. Understanding these factors can lead to more informed vetting and, ultimately, a more effective partnership.
This article outlines the most important questions to consider during your evaluation process. Each section provides specific guidance on what to ask and what to look for in an agency’s response.
Proven Ecommerce SEO Track Record
Experience in ecommerce SEO differs from general SEO work. Agencies with a proven track record in ecommerce can demonstrate their familiarity with online stores, product catalogs, and revenue-focused outcomes.
1. Similar Industry Case Studies
Ask for case studies from businesses in the same or similar verticals. Look for examples that address challenges such as managing seasonal stock, optimizing product variants, or improving category visibility.
2. Revenue Impact Metrics Shared
Request data showing organic revenue changes and conversion rate shifts. Agencies often present anonymized figures to illustrate how their work led to measurable improvements in sales and engagement.
3. Client References You Can Contact
Request contact details for current or recent ecommerce clients. Prepare specific questions about the agency’s communication style, the results delivered, and the overall satisfaction with the partnership.
Team Members Who Will Work On Your Account
Understanding who manages your ecommerce SEO account affects your project’s direction and outcomes. Each team member’s expertise influences the strategy and the technical work performed on your site.
1. Seniority And Certifications
Team members have different experience levels and backgrounds. Some agencies assign experienced specialists with industry-recognized certifications to client accounts, while others use less experienced staff. Senior team members typically handle complex ecommerce SEO tasks more effectively.
2. In-House Vs Outsourced Roles
Agencies handle some roles internally while subcontracting others. Technical SEO and core strategic decisions are often managed in-house for consistency and oversight, while outsourced services may include content writing or design.
Technical SEO Approach For Large Catalog Sites
Technical SEO becomes complex for ecommerce businesses with large catalogs because search engines process thousands of product pages. When hiring an SEO agency, understanding their technical approach helps evaluate their capability.
1. Crawl Budget Management
Crawl budget refers to the number of pages a search engine scans and indexes on your site within a specific timeframe. Ecommerce sites often have thousands of URLs due to product variations, filters, and seasonal changes.
Common crawl budget issues include:
- Duplicate content: Filter or sort URLs create identical page versions
- Infinite loops: Poorly configured internal links trap search engine crawlers
- Unnecessary indexing: Search engines waste time on unimportant pages
- Orphan pages: Products exist but aren’t linked from anywhere on the site
2. Core Web Vitals For Conversion
Core Web Vitals are Google’s metrics that measure how fast and stable a page loads. For ecommerce sites, slow product and category pages reduce search rankings and lower conversion rates. Agencies use tools to test page speed and recommend improvements like reducing image sizes or prioritizing key content loading.
3. Structured Data Implementation
Structured data is code added to pages that helps search engines understand product details, reviews, and prices. This information allows search engines to display rich results, such as star ratings or price ranges, directly in search listings.
Strategy For Keyword Research And Page Mapping
Effective keyword research forms the foundation of successful ecommerce SEO campaigns. Understanding an agency’s approach to keyword selection and organization reveals their strategic thinking.
1. Buyer-Journey Intent Analysis
Keyword research for ecommerce sites starts by identifying the intent behind user searches at different buying stages. This process involves classifying keywords as informational (users seeking knowledge), commercial (users comparing options), or transactional (users ready to purchase).
2. Mapping Keywords To Categories And Products
Page mapping assigns specific keywords to category and product pages. This process prevents multiple pages from competing for the same search terms, a problem called keyword cannibalization. Clear mapping also allows agencies to track performance and update content as search trends change.
On-Page Optimization For Product And Category Pages
Product and category page optimization directly impacts how search engines understand and rank your ecommerce content. Agencies approach this work differently based on their experience and methodology.
1. Unique Descriptions And EAT Signals
Unique product descriptions help search engines understand what each product offers. Using manufacturer descriptions or copying content across similar products reduces the chance of pages appearing in search results.
E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. Agencies improve these signals through:
- Credible sources: Citing authoritative information for product details
- Author credentials: Including bylines with relevant qualifications
- Customer feedback: Adding reviews and testimonials
- Trust indicators: Displaying security badges and contact information
2. Image SEO And Alt Text
Product images can be optimized with descriptive file names and alt text. This helps search engines index images and assists users with screen readers. Alt text describes what images show, including product names and key details.
3. Product Schema And Review Snippets
Structured data markup adds information like price, availability, and review ratings to product pages. Search engines use this data to display rich snippets in search results, showing customer ratings and product details before users visit the site.
Managing Faceted Navigation And Duplicate Content
Ecommerce sites use filters to help visitors sort products by color, size, or price. These filters create multiple URLs that often show similar content, presenting unique SEO challenges.
1. Canonicals And Noindex Rules
Canonical tags tell search engines which version of a page is the primary one, preventing duplicate content issues. Noindex directives prevent certain pages from appearing in search results. Agencies use both techniques to manage filter-generated duplicate content.
2. Filter URL Parameter Handling
Filter URL parameters are additions to web addresses when filters are active. Poor parameter handling causes search engines to crawl unnecessary pages, wasting crawl budget and making it harder for important pages to rank well.
Link Building And Digital PR Ethics
Ethical link building focuses on earning quality backlinks through legitimate relationships and valuable content rather than manipulative tactics.
1. Product Reviews And Publisher Outreach
Agencies earn product reviews and editorial coverage by reaching out to journalists, bloggers, and industry publications with relevant, newsworthy information. This approach builds relationships where independent parties find value in sharing product information naturally.
2. Partnership And Affiliate Links
Business partnerships offer link opportunities through suppliers, manufacturers, and trade organizations. These links are secured through collaboration rather than payment. Affiliate links, when present, include proper tracking and disclosures as search engines treat them differently from editorial backlinks.
Content Strategy Beyond Product Pages
Comprehensive content strategy extends beyond product descriptions to include educational and informational content that supports the customer journey.
1. Blog Guides And Comparison Posts
Blog posts and guides help people learn about products and compare options before purchasing. This content targets users early in their decision process who are searching for information rather than shopping directly.
2. User-Generated Content Integration
User-generated content includes customer reviews, ratings, and photos from actual purchasers. This content updates frequently, keeping website information fresh while providing social proof and additional product details for potential buyers.
Measurement Framework Tied To Revenue
Effective SEO measurement connects organic search traffic to actual business revenue rather than focusing solely on rankings or traffic volume.
1. Organic Revenue And ROAS KPIs
Agencies track key performance indicators that measure business outcomes, including organic revenue, return on ad spend (ROAS), conversion rates, and average order values. These metrics directly relate to business success rather than vanity metrics.
2. Dashboard And Reporting Frequency
Reporting dashboards display current performance data in one accessible location. Most agencies provide monthly updates, though frequency varies based on client needs. Consistent dashboard access allows businesses to monitor progress and make data-driven decisions.
Tools, Tech Stack, And Data Ownership
Understanding an agency’s technology stack and data ownership policies protects your business interests and ensures continuity.
1. Crawlers, Rank Tracking, BI Tools
Professional agencies use enterprise-grade tools for comprehensive analysis. Common tools include Screaming Frog for crawling, Semrush or Ahrefs for rank tracking, and Google Looker Studio for data visualization.
2. Maintaining Access After Contract End
Clients retain ownership of analytics accounts and historical data regardless of agency relationships. When agreements end, clients maintain access to all performance data, and agencies typically assist with smooth transitions to new providers.
Communication Cadence And Time Commitment
Clear communication expectations prevent misunderstandings and ensure productive partnerships throughout the engagement.
1. Standing Calls And Slack Channels
Agencies establish recurring meetings and use communication platforms like Slack or Microsoft Teams for ongoing conversations between scheduled meetings.
2. Escalation Procedures
Agencies outline specific steps for handling urgent issues like website errors or traffic drops. This includes identifying main contacts for escalation and explaining how to reach them outside regular hours when necessary.
Contract Terms, Pricing, And Exit Options
Understanding contract structure and pricing models helps evaluate total investment and protects your business interests.
1. Billing Model And Deliverables
Agencies use different pricing models like monthly retainers, project fees, or hourly rates. They provide itemized breakdowns of included services and additional costs for extras like content development or specialized link building.
2. Termination And Knowledge Transfer
Contracts specify minimum durations or operate month-to-month. Termination procedures describe notice requirements, and agencies typically transfer account access and documentation when relationships end.
Handling Site Migrations Or Replatforming
Site migrations and platform changes present significant SEO risks that experienced agencies can help navigate successfully.
1. Pre-Launch SEO Checklists
Agencies use comprehensive checklists for site migrations, including URL mapping, metadata preservation, redirect testing, and internal link updates. These steps help maintain search engine visibility during transitions.
2. Post-Launch Traffic Validation
After migrations, agencies monitor traffic patterns and performance metrics to identify issues quickly. This includes checking redirects, verifying page indexing, and reviewing Google Search Console for errors or warnings.
Adaptation To Algorithm And Seasonal Changes
Search engines update algorithms regularly, and ecommerce sites experience seasonal traffic fluctuations that require strategic adjustments.
1. Monitoring Core Updates
Agencies monitor Google algorithm updates and analyze their impact on client websites. When changes occur, they review affected pages and adjust strategies to align with current best practices.
2. Holiday Merchandising SEO Plan
Ecommerce sites experience traffic spikes during holidays and sales events. Agencies create seasonal optimization plans that identify popular products, update landing pages with relevant keywords, and ensure technical readiness for high-traffic periods.
Next Steps To Hire An SEO Agency You Can Trust
Asking these questions during the vetting process clarifies how agencies work and what experience they bring. Reviewing case studies and references provides insight into their approach and results. Understanding which team members will handle your account and their qualifications shows who will be responsible for your project.
Comparing agencies involves evaluating their technical practices, communication habits, contract terms, and performance measurement approaches. Transparency appears when agencies provide analytics access and explain how they track organic revenue and conversion rates.
For additional resources in choosing an SEO agency, vetted ecommerce SEO specialists can be found through comprehensive rankings at Best SEO Companies.
Best SEO Companies