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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 the results they’ve achieved and whether their approach and outcomes 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 scale and complexity? 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, higher positions for target terms, and increased sales or sign-ups. Be cautious of vague claims like "we boosted rankings" without numbers or time frames. The best portfolios show pre- and post-campaign results, ideally with screenshots from tools like Google Analytics or Search Console. Pay attention to the timeline of their improvements. SEO is a ongoing process, and patience is key.

Also check the range of projects. 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 same, they may not be capable of customizing their approach. Look for evidence of on-page optimization, editorial planning, and authority acquisition. A well-rounded skill set suggests a competent, multi-disciplinary group.

Don’t forget to read the case studies themselves. A strong portfolio doesn’t just list results—it uncovers the reasoning behind their actions. Did they fix crawl errors? optimize Core Web Vitals? implement a publishing schedule? Understanding their process helps you judge whether their practices are white hat and lasting. Avoid agencies that rely on questionable SEO tricks or promise overnight results.

Finally, reach out to previous customers 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 are the best atlanta seo agencies’ve worked with them can be the most reliable source of truth.

Take your time reviewing the portfolio. A good SEO agency will be confident in their results and open to deep discussions. If they’re unwilling to provide evidence, that’s a red flag. The right partner will build long-term value, not just promise quick wins.