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Hiring an SEO agency is usually decided on rapport and the quality of the deck, which are the two variables least correlated with the outcome a year later. This guide is the diligence conversation instead: thirty questions across strategy and diagnosis, team and delivery, technical implementation, content and authority, reporting and measurement, and commercial exit terms, each with what a strong answer contains and what a weak one sounds like. It also sets out the three failure modes visible during a pitch and the question that catches each, the five red flags that should end a conversation, the cash you commit at each notice period on a £3,000 retainer, the reference checks almost nobody makes, and a weighted scorecard for comparing two shortlisted providers without letting the last pitch win by recency.

Choosing between an SEO agency, an in-house hire and a freelancer is usually decided by comparing a monthly invoice against a salary, which is the one comparison that does not work. This guide puts real arithmetic against all three models: what each actually sells, the fully loaded year-one cost of a £40,000 in-house hire once employer National Insurance, pension, tools and recruitment are included, how many specialist hours each pound buys, and which of the eight disciplines a modern organic programme needs are reliably covered by each option. It also sets out the characteristic failure mode of each model with its early warning sign, a four-question decision test, and the hybrid arrangement most mature UK programmes end up running.