What Your Digital Marketing Agency SHOULD Be Doing for SEO (& AEO)
And How to Know If You’re Really Getting What You’re Paying For.
SEO can feel like a bit of a black box. You invest in it, trust that it is being handled, and hope results show up over time, often without really knowing what is happening behind the scenes.
And honestly? That’s understandable. SEO is not something most people were ever taught, it comes with a lot of jargon, and it isn’t always something you can see working right away.
Not to mention how fast search is changing. People are not just typing keywords, they are asking full questions in AI tools.
That is where Answer Engine Optimization (AEO) comes in. It builds on SEO to help your site get chosen as the answer, not just another search result.
But whether your SEO and AEO are handled by a full-service marketing agency, a digital partner, or yourself, there are basics that should always be happening. If they are not, it can lead to wasted time, unclear results, and a whole lot of “wait, is SEO even worth it?”
Pro tip: It IS worth it. You just need to know what to expect from anyone responsible for your SEO/AEO strategy and how to spot whether the right work is actually being done. This post will cover all of that.
Short on time? We have also put together an Ultimate Business SEO Checklist, a quick, no-fluff way to sanity-check your current SEO efforts.
On-Page SEO
On-page SEO is all about making sure each page on your website is set up so search engines and your visitors both know exactly what it’s about.
What your agency should be doing
- Optimizing title tags, meta descriptions, and header tags with your target keywords
- Making sure every page has a clear focus and no duplicate content
- Using internal links to connect related pages
- Adding descriptive, keyword-rich alt text to all images
How to check their work
You don’t have to be an SEO expert to spot if something is off. Use free online tools like SEO Site Checkup to run a full site analysis and check for:
- Missing or duplicate title tags
- Important pages missing headers or weak internal linking
- Images without descriptive alt text
Even these small basics can make a huge difference in how your site ranks. If they’re not being done, it’s a red flag your SEO may not be getting the attention it deserves.
Technical SEO
Technical SEO is all about the behind-the-scenes elements that make your website fast, secure, and easy for search engines to crawl. Even the best content won’t rank well if your site isn’t technically sound.
What your agency should be doing
- Improving site speed and Core Web Vitals
- Submitting your XML sitemap to Google Search Console
- Fixing broken links and 404 errors
- Setting proper canonical URLs and redirects
- Ensuring your site is mobile-friendly and secure with HTTPS
How to check their work
You can spot technical issues without being a developer. Once you have ran a full site analysis in SEO Site Checkup, check for:
- Mobile usability issues and slow page load times
- Broken links or pages returning errors
- HTTPS/SSL certificate status
- Properly configured redirects and canonical URLs
Even if you don’t understand all the technical details, seeing these issues flagged is a clear indicator your SEO needs more attention. If your agency isn’t actively monitoring and fixing these, it’s a red flag that your SEO could be held back.
Local SEO (For Location-Based Businesses)
If your business relies on local customers, getting your local SEO right is crucial. This helps people in your area find your business when they search online, map apps, or directories.
What your agency should be doing
- Optimizing your Google Business Profile with updated photos, hours, categories, and reviews
- Building consistent NAP citations (Name, Address, Phone) across directories
- Adding local schema markup to your website
How to check their work
SEO Site Checkup → Local SEO
- Verify that your business name, address, and phone number are consistent across platforms
- Confirm that Google Business Profile is active, complete, and optimized
- Check for local schema markup on key pages
Getting local SEO right is all about making it easy for customers nearby to find you. If these steps aren’t being handled, your local visibility could be suffering, even if your overall SEO looks solid.
Content Strategy
Your website content is more than words on a page, it’s how your business connects with potential customers and shows search engines you’re an authority.
A solid content strategy keeps your site fresh, relevant, and aligned with what people are actually searching for.
What your agency should be doing
- Publishing consistent, high-quality content that aligns with search intent
- Optimizing existing pages and blogs for performance, including refreshes, internal links, and updated information
- Creating pillar pages and topic clusters to organize content around key topics
- Using keyword research to uncover new content opportunities
How to check their work
SEO Site Checkup → Content Analysis.
- Look for thin or duplicated content
- Check that H1 and H2 headers are properly used on pages
- Make sure word counts are sufficient for key pages
- Confirm that existing content is optimized and up-to-date
A strong content strategy isn’t just about posting frequently, it’s about creating content that answers real questions, provides value, and positions your business as a trusted source. If your agency isn’t following these practices, your site might not be reaching its full potential.
Off-Page SEO
Off-page SEO is everything happening outside your website that helps build authority and trust online. Backlinks, mentions, and directory listings all play a role in showing search engines your site is credible.
What your agency should be doing
- Building backlinks from reputable, relevant sources
- Submitting your site to directories or industry resources
How to check their work
SEO Site Checkup → Backlink Analysis
- Look at the number and quality of backlinks
- Check for spammy or irrelevant sources
- Track domain authority trends over time
Strong off-page SEO helps your site earn authority. If your agency isn’t actively working here, it can limit how much your content ranks, even if everything on your site is perfect.
Answer Engine Optimization (AEO)
Search is changing fast. People aren’t just typing keywords into Google anymore, they’re asking full questions in AI tools, voice assistants, and search engines that summarize answers instead of listing links.
What your agency should be doing
- Structuring website content to clearly answer real customer questions
- Writing concise, authoritative answers that AI tools can easily summarize
- Adding FAQ sections to key pages, including services, location pages, and blogs
- Optimizing for voice search and conversational queries
- Ensuring brand facts are consistent across search engines and AI platforms
AEO builds on SEO, it doesn’t replace it. Strong technical SEO, content, and authority still matter, but AEO helps your content get pulled forward into AI-driven results.
How to check their work
Ask your agency:
- Which pages are optimized to answer customer questions directly?
- Where are FAQs being added and why?
- Are we monitoring visibility beyond traditional rankings?
If your agency can’t clearly explain how your content is being positioned for AI-powered search, that’s a gap worth addressing.
Reporting & Transparency
Transparency is key. If you don’t see clear reports or can’t access your analytics accounts, it’s a red flag that you’re not getting the full picture.
What your agency should be doing
- Sending clear, monthly reports showing organic traffic, keyword rankings, and conversions
- Explaining actions taken and planned next steps
- Giving you access to Google Analytics and Google Search Console
How to check their work
- Make sure you’re getting monthly reports with insights and action items
- Ask for access to your analytics accounts (you should be the owner)
- Request proof of work logs or deliverables
- Track month-over-month SEO growth
Get More Visibility, Clicks, and Results
Want your website to get noticed and actually deliver results? 9 Clouds handles SEO and AEO so your site not only shows up in search results, but gets chosen as the answer.
That means more visibility, more clicks, and marketing that works harder for your business.
GET YOUR FREE PROPOSAL »
Olivia Grinde
Passionate about blending creativity with data, Liv enjoys crafting compelling content that resonates with audiences in the ever-evolving landscape of digital marketing. Learn more about Olivia.
