Run every Leeds SEO agency through one checklist: results, a 90 day plan, lead reporting, a named team, AI search and fair terms.
The quickest way to choose an SEO agency in Leeds is to run every shortlisted agency through the same checklist: proof of results in your sector, a clear plan for the first three months, reporting on leads, a named team, a view on AI search and fair contract terms. Score each one and the right choice usually becomes obvious.
Leeds is a crowded market for agencies, and many pitches sound alike. A checklist cuts through that. It turns a sales conversation into a like for like comparison, and it shows you which agencies are comfortable being specific.
Use the checklist below in your first calls, then ask the top two or three to put their answers in writing.
The Leeds SEO agency checklist
Tick each item only if the agency gives you a specific answer, not a general promise.
- Relevant results. Can they show you work for businesses of a similar size or sector, with numbers you can check?
- An audit before a plan. Do they want to look at your site, your competitors and your data before quoting?
- A 90 day plan. Can they list what they’ll fix and build in the first three months?
- Lead based reporting. Will they report on enquiries, calls and pipeline, not just rankings?
- A named team. Do you know who will do the work and how much time they’ll spend on it?
- AI search covered. Can they explain how they’ll get you mentioned in ChatGPT, Gemini and Google’s AI Overviews?
- Technical depth. Can they fix crawl, speed and indexing problems, or work well with your developer?
- Fair terms. Is there a sensible minimum term and a clear notice period?
Know what you’re buying first
Before you speak to anyone, be clear about what you want SEO to do. More enquiries for one service line? Better visibility for a new location? Fewer leads from the wrong kind of customer? Agencies give better answers when you give them a clear goal.
It also helps to decide what you’ll keep in-house. Our guide to in-house SEO versus an agency breaks down what each really costs in time and money.
Leeds market notes
Leeds has a large professional services base, including legal, financial and business services firms, alongside a busy digital and tech scene. That has two effects on SEO.
First, many Leeds businesses sell to other businesses. Buying cycles are longer and several people are involved in each decision, so content has to answer the questions of finance leads and operations managers as well as marketing teams. Our B2B SEO service is built around that kind of buying journey.
Second, competition for city and service terms is strong. Ranking for a broad phrase on its own rarely pays off. The better route is usually specific service pages, strong local signals and content that answers buyers’ real questions.
How to score the agencies
Give each checklist item a score from 0 to 2: 0 for no answer, 1 for a vague answer, 2 for a specific answer with evidence. Add them up.
| Score | What it usually means |
|---|---|
| 13 to 16 | Strong fit. Ask for a written proposal. |
| 8 to 12 | Possible fit. Press on the weak areas. |
| Under 8 | Likely to struggle to show results. Move on. |
Pay most attention to reporting and the named team. Those two predict whether you’ll understand what you’re paying for six months in. Our guide to what a good SEO agency report should show you is a useful benchmark.
Warning signs
Be wary of guaranteed rankings, low prices with no detail, link packages sold by the hundred, and long contracts with no break clause. If an agency won’t tell you what it did last month, it won’t get better once you’ve signed. Our list of red flags when hiring an SEO agency covers the rest.
What to send agencies before the first call
You’ll get far better answers if each agency starts with the same information. Send a short brief covering:
- Your main services and which ones you most want more leads for.
- Where your customers are, whether that’s Leeds, Yorkshire, the UK or further afield.
- Your current monthly enquiries from the website, even if it’s a rough figure.
- Who your main competitors are online, which may not be the firms you meet in person.
- Your budget range and any deadlines, such as a new site or product launch.
Agencies that come back with questions about your brief are usually the ones thinking hardest about your results.
Where Circulate fits
We work with Leeds businesses on SEO and AI search, with a focus on leads rather than traffic. You can see what we do locally on our Leeds SEO page.
If you’re comparing agencies in Leeds, book a free strategy session and use the checklist on us too.
Related reading: our guides to how long B2B SEO takes to bring in leads and choosing a B2B SEO agency or a generalist.
Common questions
What should be on an SEO agency checklist?
Proof of relevant results, an audit before a plan, a clear 90 day plan, reporting on leads, a named team, an approach to AI search, technical depth and fair contract terms.
How many SEO agencies should I speak to in Leeds?
Three to five is usually enough. Run each through the same checklist, then ask the top two or three for a written proposal.
Do I need a Leeds based SEO agency?
Not necessarily. Being nearby makes meetings easier, but sector knowledge, clear reporting and the right team matter more.
What is a fair contract length for SEO?
Many agencies ask for a minimum term because SEO takes months to show results. Look for a sensible minimum and a clear notice period rather than a long lock in.
