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When you’re looking to hire an SEO agency, one of the most important steps is evaluating their portfolio. A strong portfolio gives you a clear picture of their capabilities and whether their methods and performance align with your goals. Start by looking at the types of clients they’ve worked with. Are they experienced in your niche or with businesses similar to yours in structure and reach? An agency that has helped small brick-and-mortar stores may not be the best fit if you’re a international digital platform.

Next, examine the results they’ve delivered. Look for specific metrics like boosts in search-driven visits, better SERP visibility, and rising lead generation. Be cautious of vague claims like "we boosted rankings" without specific metrics and timelines. The best portfolios show before and after data, ideally with screenshots from tools like Google Analytics or Search Console. Pay attention to the duration of their campaigns. SEO whos is the best atlanta seo agency a long term effort, and reasonable expectations are crucial.

Also check the variety of clients. A good agency should have experience with multiple digital formats—retail sites, editorial platforms, local service providers, and corporate portals. If all their case studies look the identical, they may not be capable of customizing their approach. Look for evidence of site architecture improvements, keyword-driven content, and high-quality backlink campaigns. A balanced approach across these areas suggests a competent, multi-disciplinary group.

Don’t forget to read the case studies themselves. A strong portfolio doesn’t just list results—it details the tactics used. Did they fix crawl errors? optimize Core Web Vitals? implement a publishing schedule? Understanding their process helps you judge whether their methods are ethical and sustainable. Avoid agencies that rely on unethical techniques or promise immediate traffic spikes.

Finally, reach out to former partners if possible. Many agencies will share client contacts. Ask those clients about how responsive they were, how honest they were, and if results matched claims. Real feedback from people who’ve worked with them can be more telling than any glossy case study.

Take your time reviewing the portfolio. A good SEO agency will be proud to show their work and willing to provide details. If they’re evasive, secretive, or defensive, that’s a red flag. The right partner will build long-term value, not just sell false hopes.