What should I ask about an SEO agency’s reliance on contract writers and link builders?

Many agencies run on freelancers, which is fine until a few of them leave. Start with a list of every contractor: what they do, which clients they serve, how long they have worked with the agency, how they are paid and whether they work for the agency alone. A list that rests on one or two names is a risk.

Next, ask about quality. How are briefs written, who edits, and what happens when a piece is poor? For link building, ask how the agency finds and checks sites, and how it would react if a search engine penalised the links. Ask to see examples of the work and the reports clients received. Your own reading will tell you more than the agency’s description. Note which tasks only one contractor knows how to do, and ask what the agency would do if its best writer disappeared next week.

Then ask about the relationship. Have contractors talked to clients directly? Is there a written agreement that covers ownership of the work and confidentiality? Ask your lawyer whether the agreements carry over to a buyer. Speak to the main contractors before closing if the seller allows it, and ask whether they plan to continue under a new owner.

Key takeaways

• List every contractor, their clients and how long they have worked with the agency.
• Read samples of writing and link work yourself.
• Ask which contractors will stay with a new owner.