How to Vet Local SEO Agencies: A Hubspot-Inspired Question Framework

Choosing a local SEO partner can be intimidating, and many teams look to Hubspot resources for guidance on what to ask before signing a contract. Using the question-led approach outlined in the original Hubspot article on evaluating local SEO agencies, this guide turns those ideas into a practical, step‑by‑step checklist you can apply to your own vendor selection process.

Below you will find structured questions, explanations of what a strong answer looks like, and tips to compare agencies side by side before you commit.

Why Follow a Hubspot-Style Question Framework?

A question-driven framework keeps your evaluation consistent and reduces the risk of making decisions based on charisma or vague promises. The methodology behind the original Hubspot content emphasizes:

• Clarity about your goals and how success will be measured
• Transparency from agencies on tactics, tools, and reporting
• Alignment between strategy, execution, and your internal resources

By organizing your discovery calls around targeted questions, you move beyond generic sales pitches and get concrete information about how each agency actually works.

Step 1: Define Your Goals Before Contacting Agencies

Before you start interviewing vendors, clarify what you want from local SEO. This step is easy to skip, but it is central in the approach popularized by Hubspot and other strategic marketing platforms.

Key Outcomes to Clarify

• Primary goal: calls, form fills, store visits, online sales, or a mix
• Target locations: city, multi-city, or national with local focus
• Priority services: Google Business Profile optimization, local citations, on-page SEO, content, or link building
• Timeline: when you expect to see leading indicators and business impact

Write these down and use them as a reference during every agency conversation.

Step 2: Core Hubspot-Style Questions to Ask Any Local SEO Agency

Once your goals are clear, move into structured discovery. The following questions mirror the intent of the question set discussed in the Hubspot source material and turn it into a reusable checklist.

1. How Do You Approach Local SEO Strategy for a Business Like Ours?

Look for a process-driven answer, not a generic promise. A solid response should touch on:

• Initial research and audits (technical, content, and local listings)
• Competitor and SERP analysis in your service areas
• Prioritization of quick wins vs. long-term gains
• How they adapt the plan as data comes in

If they jump directly to tactics without understanding your market, that is a red flag.

2. What Experience Do You Have With Our Industry and Region?

Ask for specific examples, not just “we work with many local businesses.” Request:

• Case studies with measurable outcomes
• Details on similar locations, service areas, or franchise models
• Examples of challenges they solved that resemble yours

The Hubspot approach emphasizes proof over promises; make sure you see real evidence.

3. Which Metrics Do You Track and How Often Will We Hear From You?

Strong agencies focus on both leading and lagging indicators, such as:

• Local rankings for priority keywords
• Google Business Profile insights
• Organic traffic and local landing page performance
• Conversions: calls, forms, directions requests, and sales

Ask to see sample reports and a typical reporting cadence so you know how they communicate results.

4. What Tactics Will You Use and Are They Aligned With Search Engine Guidelines?

Inspired by the cautionary guidance often seen in Hubspot content, press for clear explanations of the tactics they plan to use, including:

• On-page optimization for local intent
• Citation building and data consistency
• Content creation tailored to local queries
• Link earning vs. risky link schemes

A reputable agency should easily explain how their methods comply with search engine guidelines.

5. How Do You Integrate Local SEO With Our Broader Marketing Stack?

If you use CRM or marketing platforms, ask how they will connect the dots. While the original article lives on a marketing platform blog, the principle applies generally: your SEO work should not live in a silo.

• Will they coordinate with paid search and social campaigns?
• Can they support tracking through analytics and CRM tools?
• Do they understand lead quality, not just traffic volume?

Step 3: Operational and Communication Questions

6. Who Will Be Our Day-to-Day Contact and How Is the Team Structured?

Clarify whether you will work with an account manager, strategist, or a rotating group. Ask:

• How many accounts each strategist manages
• Whether specialists handle technical SEO, content, and local listings
• How communication flows between your team and theirs

Good agencies offer a clear structure so you know who owns your success.

7. What Does Your Onboarding Process Look Like?

Onboarding should be methodical, not improvised. Request a timeline that includes:

• Initial discovery and access gathering
• Technical and local audits
• Strategy presentation and approval
• Implementation milestones for the first 90 days

This is where a well-documented, Hubspot-style process can differentiate mature agencies from ad-hoc freelancers.

8. How Do You Price Your Services and What Is Included?

Ask for detailed breakdowns rather than a single monthly retainer amount. Clarify:

• What is included every month (hours, deliverables, and channels)
• Any one-time setup or audit fees
• What counts as out-of-scope work
• Contract length and cancellation terms

Transparent pricing is often a reliable signal of a trustworthy partner.

Step 4: Risk Management and Alignment Questions

9. How Do You Handle Setbacks or Strategy Shifts?

Performance will fluctuate, especially in competitive local markets. Ask agencies how they behave when things do not go as planned.

• How often do they review strategy and adjust?
• How do they communicate negative trends?
• What examples do they have of turning campaigns around?

You want a partner who brings solutions, not excuses.

10. What Do You Need From Us to Be Successful?

Local SEO is a partnership. Agencies influenced by platforms like Hubspot tend to be explicit about shared responsibilities. Expect them to request:

• Timely approvals on content and site changes
• Accurate business information and updates
• Support in collecting reviews and local signals

If an agency claims they can “handle everything” with no involvement from you, probe deeper.

How to Compare Agencies Using This Hubspot-Inspired Checklist

To make an objective decision, structure your notes consistently across vendors.

Build a Simple Comparison Sheet

1. Create columns for each agency you speak with.
2. Use the ten questions above as rows.
3. Score each answer on clarity, specificity, and alignment with your goals.
4. Highlight red flags such as vague tactics or missing reporting.

This turns a subjective decision into a more data-driven one that mirrors the analytical style often encouraged by Hubspot resources.

Next Steps and Additional Resources

Once you have narrowed your list, schedule follow-up calls focused on implementation details and expectations for the first 90 days. Ask for refreshed proposals that reflect everything you have discussed.

To see the original inspiration for this question set, you can review the source article hosted on the Hubspot marketing blog here: 10 Questions to Ask Local SEO Agencies.

If you need broader support with search strategy or implementation, you can also explore specialized consulting services such as Consultevo, which focuses on performance-driven SEO and analytics.

By applying this structured, Hubspot-inspired framework, you will be far better equipped to choose a local SEO partner who can deliver measurable, long-term results for your business.