Search engine optimisation can make or break a startup’s online visibility. For new businesses trying to get a foothold, SEO seems like a silver bullet, but the reality is more complex. Hiring an SEO agency too early, too cheaply, or without doing your homework can lead to wasted budget and little to show for it. If you’re running a startup and considering outsourcing your SEO, here’s what you should know first.
Table of Contents
1. Understand What You’re Buying
SEO isn’t a product—it’s an ongoing process. It’s not about “buying rankings” or ticking boxes; it’s about aligning your website with what search engines (and your customers) actually value. Many startups go wrong by assuming that SEO is a one-time fix or that a few keyword tweaks will get them on the first page.
A good agency will offer a strategy that includes technical audits, on-page optimisation, content development, and link acquisition. If you get a proposal that doesn’t clearly outline what’s being done month-to-month, that’s a red flag. Vague promises like “we’ll improve your rankings” without specifying how are usually a sign that the agency doesn’t have a structured approach, or worse, is relying on tactics that Google may penalise.
2. Don’t Shop on Price Alone
Startups often have tight marketing budgets, and it’s tempting to go with the cheapest option available. But SEO is not a commodity, and cheaper doesn’t mean better—often, it means cutting corners or outdated tactics. You should be sceptical of anyone offering full-service SEO for £200 a month. At that price, there’s simply no room for meaningful work.
Before hiring, read up on what a realistic SEO cost looks like in the UK. You’ll quickly realise that sustainable SEO requires time, expertise, and ongoing effort. Think of it more like hiring a part-time marketing specialist than buying a tool. If your budget doesn’t stretch to a quality agency right now, you’re better off investing time in DIY SEO or content marketing until it does.
3. Check for Industry Experience and Transparency
Not all SEO agencies are created equal. Some specialise in e-commerce, others in B2B services, others in local businesses. Ask whether they’ve worked with startups before, especially ones in your sector. A large corporate SEO strategy won’t necessarily work for a fledgling tech startup trying to gain early traction.
Transparency is another non-negotiable. A credible agency will explain its process in plain terms, offer regular reports, and be open about both successes and setbacks. If you’re constantly chasing updates or receiving reports that are nothing more than charts with no context, it’s time to question the relationship.
Ask for case studies. Speak to past clients. And don’t be afraid to question how their strategy will be tailored to your business goals—not just traffic growth, but leads, signups, or revenue.
4. Be Ready Internally Before You Outsource
SEO doesn’t exist in a vacuum. It touches your website design, your content, your branding, and your broader marketing strategy. Before you hire an agency, make sure your business is in a position to support their efforts.
For instance:
- Is your website stable and mobile-friendly?
- Can you produce content (or approve it quickly) when needed?
- Do you have clear messaging and a well-defined target audience?
- Are your core products or services already validated?
Hiring an agency without having these ducks in a row often leads to delays, misalignment, and disappointment. Agencies are there to accelerate growth, not figure out your positioning or fix your internal workflows. The better prepared you are, the more value you’ll get from the relationship.
Hiring an SEO agency can be a powerful move for a startup, but only if you approach it with realistic expectations and proper due diligence. Don’t fall for flashy pitches or rock-bottom pricing. Instead, focus on finding a partner who understands your business, is transparent about their methods, and aligns with your long-term goals.
You only get one first impression with Google. Make sure it’s the right one.
