Start by asking for specific case studies with actual client domains you can verify in tools like Ahrefs or SEMrush. Any agency worth hiring will show you real traffic curves and ranking improvements tied to their work, not just testimonials or percentage claims. If they won't share domains, they either have no wins or they're hiding something. Check how they answer technical questions. Ask them to explain their approach to technical audits, content strategy, and link building. Legitimate agencies will talk about crawl budget optimization, topical authority, and earning links through content or digital PR. Red flags include promising page-one rankings in 30 days, selling packages of exact-match anchor text links, or pitching PBN schemes. These tactics can work short-term but typically result in penalties that cost more to fix than you saved. Confirm reporting and contract terms upfront. You should get monthly reports showing organic traffic, ranking movement for target keywords, technical issues resolved, and content published or optimized. At Ottawa SEO, we run clients month-to-month after an initial onboarding period because confidence in results matters more than contractual lock-in. Avoid agencies demanding 12-month contracts before they've moved the needle. Pricing context: Competent agency retainers in Canada typically run $2,000–$10,000 CAD monthly depending on scope. Below $1,500 usually means outsourced work with minimal strategy. Above $15,000 makes sense for enterprise sites or competitive industries like legal or finance, but ask what the extra spend gets you. Finally, trust your gut on communication. If the sales process feels like high-pressure tactics or they dodge questions about their methods, that behaviour won't improve once you're paying them. The best agency relationships are transparent, where you understand what's happening and why, even if the work itself is specialized.