Buyer's guide
Most “best SEO agency” lists are written by agencies ranking themselves first. Instead, here are 12 questions to ask any Irish agency, and what the answers should sound like.
Short answer
The right SEO agency for you is one that can show you results for a business like yours, tell you in writing what they’ll do each month and what it costs, measure leads rather than just rankings, and let you own all your accounts. Ask the 12 questions below, compare answers side by side, and walk away from anyone who guarantees a #1 ranking.
Key takeaways
- Ask for results from businesses like yours
- Get a written 90-day plan and price
- Know how many hours your fee buys
- Make sure you own every account
- Walk away from ranking guarantees
Why “best SEO agency” lists won’t help you
Search “best SEO agency Dublin” and you’ll find lists, very often written by an SEO agency that puts itself at number one. That’s not much help.
When we contacted 68 Irish agencies as a potential customer in October 2026, only 14 replied properly and only 5 gave a price in writing (see what they quoted). Choosing well comes down to asking the right questions.
The 12 questions to ask
Click each question to see what a good answer and a red-flag answer sound like.
1. “Can you show me results for a business like mine?”
Good answer: A case study or reference in your industry or a similar local market. Real numbers: enquiries, calls, revenue, not just “traffic up 300%”.
Red flag: “Every business is different, so we can’t share results.”
2. “What exactly will you do in the first 90 days?”
Good answer: A clear list, for example audit, Google Business Profile fixes, five new service pages, review strategy, tracking setup.
Red flag: “We’ll optimise your site and build authority.” That’s too vague to check.
3. “How many hours a month does my fee buy?”
Good answer: An honest figure. At €75–€150 an hour, €1,000 a month is roughly 7 to 13 hours.
Red flag: They dodge the question.
4. “Who will actually do the work?”
Good answer: Named people, with their experience. You meet them.
Red flag: The senior person sells, and an unnamed junior or overseas freelancer delivers.
5. “How will you measure success?”
Good answer: Enquiries, calls, form fills and sales from organic search, tracked in Google Analytics, plus rankings for the keywords that bring customers.
Red flag: Only rankings and “visibility scores”.
6. “How do you build links?”
Good answer: Digital PR, local partnerships, supplier and industry links, useful content people want to reference.
Red flag: “We have a network of sites.” Paid link networks break Google’s rules and are a common target of spam updates.
7. “What are you doing about AI search?”
Good answer: A clear view of how ChatGPT, Google AI Overviews and AI Mode pick their sources, plus specific actions such as structured data, answer-first content and directory consistency. See our AI SEO guide.
Red flag: “AI is just hype” or “we’ll write 100 AI blog posts a month”.
8. “Who owns the accounts and content?”
Good answer: You do. Your Google Analytics, Search Console, Business Profile, website and content are in your name, and they have access as users.
Red flag: They set everything up in their own account.
9. “What does the contract look like?”
Good answer: Three to six months to start, because SEO takes time, then month to month with 30 days’ notice.
Red flag: Twelve months locked in, with heavy penalties for leaving.
10. “Do your prices include VAT?”
Good answer: A clear yes or no. Most Irish agencies quote excluding VAT at 23%.
Red flag: Surprises on the first invoice.
11. “What will you need from me?”
Good answer: Specifics. Access to your site, an hour a month for a review, photos of jobs, help with customer questions.
Red flag: “Nothing, we handle everything.” Good SEO needs your knowledge of your business.
12. “What happens if it isn’t working after six months?”
Good answer: An honest review of what’s happening and why, a change of plan, and no hard feelings if you leave.
Red flag: “SEO takes years, just stick with it,” with no evidence.
Red flags: walk away if you hear these
- “We guarantee first page / number one on Google.” Google itself warns that no one can guarantee a #1 ranking.
- “We have a special relationship with Google.” Nobody does.
- Hundreds of links for a low monthly fee.
- No real address, team or reviews of their own.
- Their own site doesn’t rank for anything in Ireland.
- High-pressure “this price ends Friday” offers.
A simple scorecard to compare agencies
Score each agency from 0 to 2 on every line (0 = poor, 1 = OK, 2 = great):
| Agency A | Agency B | Agency C | |
|---|---|---|---|
| Relevant results shown | |||
| Clear 90-day plan | |||
| Honest about hours | |||
| You meet the people doing the work | |||
| Measures leads, not just rankings | |||
| Clean link-building approach | |||
| Clear AI search plan | |||
| You own all accounts | |||
| Fair contract | |||
| Clear written price | |||
| Total (out of 20) |
Anything under 14 is a no.
Agency, freelancer or in-house?
- Agency: a team with a range of skills, usually €800–€5,000 a month.
- Freelancer: often cheaper and more personal, but one person can’t cover everything.
- In-house hire: makes sense once you’re spending €4,000+ a month, but needs tools and management.
Go deeper See how Slyne Digital answers these questions →Our process, step by step
Frequently asked questions
How do I know if an SEO agency is legit?
Check for a real Irish address, named team members, independent reviews, case studies with real numbers, and whether their own website ranks in Ireland. Be wary of guarantees and anyone who won’t put a price in writing.
How much should I pay an SEO agency in Ireland?
Most small and medium Irish businesses pay €500 to €3,000 plus VAT per month. See our detailed SEO pricing guide.
How long should I give an SEO agency?
Give it three to six months before judging results on rankings and leads. You should see clear activity and early improvements, such as fixes, new pages and better Google Business Profile performance, in the first 60 days.
Should I choose a local SEO agency in Dublin?
A local agency understands Irish search behaviour, local competitors and Irish directories and media, and you can meet them. That’s a real advantage for local SEO, though great agencies can work anywhere.
What should be in a monthly SEO report?
Enquiries and calls from organic search, traffic to key pages, rankings for important keywords, Google Business Profile actions, the work completed that month and the plan for next month.
Ask us the 12 questions
We’re happy to be tested. Book a free call and ask us all 12. You’ll get straight answers and a written price.