Do you guarantee rankings?
The right answer is NO. No reputable agency guarantees specific rankings because Google's algorithm is not within their control. What they should guarantee: transparent process, consistent effort, measurable reporting, and demonstrated average outcomes across their client base.
How do you measure success?
The right answer: revenue and leads, not just traffic. A good agency attributes organic revenue, tracks cost per organic lead, and reports against commercial keywords — not vanity metrics like total impressions or clicks on blog posts that don't convert.
What's your approach to AI Overviews?
In 2026, 25–35% of commercial queries show AI Overviews. An agency that doesn't mention GEO (Generative Engine Optimisation) or AEO (Answer Engine Optimisation) is already behind. Ask how they get brands cited in AI-generated results.
Who does the actual work?
Ask whether you'll work with senior strategists or junior account managers. Many agencies sell with senior staff then hand off to graduates. Clarify who does the technical work, who writes the content, and who runs your fortnightly calls.
Can I see client retention rates?
Client retention is the single best proxy for agency quality. Ask for their 12-month and 24-month retention rates. Anything below 70% at 12 months is a red flag. Meridian's is 94% at 24 months.