SEO Agency Selection Scorecard Template
Three SEO agencies pitched. All three sounded confident. Six months later you find out who actually ships the fixes, and what it costs to leave.
This scorecard makes every shortlisted agency answer the same five things: scope fit, verified work, implementation owner, fees and exit terms.
You set the weights first, score with written anchors and check proof yourself. The pitch deck stops deciding for you.
Inside: a fill-in scorecard, a scoring rubric, a proof checklist, an access plan, a fees and exit checklist, a CSV header and a fictional example.
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Se RankingSEO Agency Selection Scorecard Template
SEO agency selection scorecard
One row per shortlisted agency. Score each of the five required fields from 1 to 5, and write the evidence next to the score.
Company: [your company] - Scorecard owner: [name] - Decision date: [YYYY-MM-DD] - Budget holder: [name + role]
| Agency | Scope fit | Verified work | Implementation owner | Fees | Exit terms |
|---|---|---|---|---|---|
| [agency name] | [1-5 + what they will and will not do] | [1-5 + proof you checked] | [1-5 + who ships changes] | [1-5 + structure and term] | [1-5 + notice, handover, access] |
| [agency name] | [1-5 + what they will and will not do] | [1-5 + proof you checked] | [1-5 + who ships changes] | [1-5 + structure and term] | [1-5 + notice, handover, access] |
| [agency name] | [1-5 + what they will and will not do] | [1-5 + proof you checked] | [1-5 + who ships changes] | [1-5 + structure and term] | [1-5 + notice, handover, access] |
Per-agency detail (fill for every row)
- Scope fit: deliverables in writing [list]; out of scope [list]; matches our brief? [yes / partly / no]
- Verified work: case or reference checked [client, URL, contact]; how you verified it [call / screen share / read-only data]
- Implementation owner: named lead [name]; who edits the site [agency / our dev / both]; hours or tickets per month [number]
- Fees: model [retainer / project / hourly]; minimum term [months]; extras billed separately [tools, content, links]
- Exit terms: notice period [days]; what we keep [content, reports, data, accounts]; handover steps [list]
- Red flags noted: [ranking guarantees, secret methods, paid links, vague reporting]
- Weighted total: [score from the scoring rubric] out of [max]
Next action
- Scorecard owner: [name] - task: send the same brief and question list to every agency by [date]
- Reference checker: [name] - task: call two references per finalist and log the answers by [date]
- Technical lead: [name] - task: confirm who implements and what site access each agency needs by [date]
- Budget holder: [name] - task: review fees and exit terms against the contract draft by [date]
Completion check
- Every agency was scored on the same brief, the same five fields and the same weights.
- Every score has written evidence next to it, not a gut feeling.
- Verified work was checked with a reference or data, not only a case study PDF.
- Each finalist names who implements changes and who owns the account day to day.
- Fees and exit terms were read in the contract draft, not just the proposal.
- The decision, the runner-up and the reason are recorded with a date.
Why it works
Each shortlisted SEO agency gets a weighted, evidence-backed score on scope fit, verified work, implementation owner, fees and exit terms before anyone signs.
- Weights fixed before proposals arrive stop the most polished pitch from setting the rules.
- Reference calls and live work turn agency claims into proof you checked yourself.
- Reading exit terms and account ownership early keeps your data and content yours if you leave.
7 ready-to-use variants
Copy allSEO Agency Selection Scorecard (fill-in)
When to use: One row per shortlisted agency, scored 1 to 5 on scope fit, verified work, implementation owner, fees and exit terms, with owners and a completion check.
SEO agency selection scorecard
One row per shortlisted agency. Score each of the five required fields from 1 to 5, and write the evidence next to the score.
Company: [your company] - Scorecard owner: [name] - Decision date: [YYYY-MM-DD] - Budget holder: [name + role]
| Agency | Scope fit | Verified work | Implementation owner | Fees | Exit terms |
|---|---|---|---|---|---|
| [agency name] | [1-5 + what they will and will not do] | [1-5 + proof you checked] | [1-5 + who ships changes] | [1-5 + structure and term] | [1-5 + notice, handover, access] |
| [agency name] | [1-5 + what they will and will not do] | [1-5 + proof you checked] | [1-5 + who ships changes] | [1-5 + structure and term] | [1-5 + notice, handover, access] |
| [agency name] | [1-5 + what they will and will not do] | [1-5 + proof you checked] | [1-5 + who ships changes] | [1-5 + structure and term] | [1-5 + notice, handover, access] |
Per-agency detail (fill for every row)
- Scope fit: deliverables in writing [list]; out of scope [list]; matches our brief? [yes / partly / no]
- Verified work: case or reference checked [client, URL, contact]; how you verified it [call / screen share / read-only data]
- Implementation owner: named lead [name]; who edits the site [agency / our dev / both]; hours or tickets per month [number]
- Fees: model [retainer / project / hourly]; minimum term [months]; extras billed separately [tools, content, links]
- Exit terms: notice period [days]; what we keep [content, reports, data, accounts]; handover steps [list]
- Red flags noted: [ranking guarantees, secret methods, paid links, vague reporting]
- Weighted total: [score from the scoring rubric] out of [max]
Next action
- Scorecard owner: [name] - task: send the same brief and question list to every agency by [date]
- Reference checker: [name] - task: call two references per finalist and log the answers by [date]
- Technical lead: [name] - task: confirm who implements and what site access each agency needs by [date]
- Budget holder: [name] - task: review fees and exit terms against the contract draft by [date]
Completion check
- Every agency was scored on the same brief, the same five fields and the same weights.
- Every score has written evidence next to it, not a gut feeling.
- Verified work was checked with a reference or data, not only a case study PDF.
- Each finalist names who implements changes and who owns the account day to day.
- Fees and exit terms were read in the contract draft, not just the proposal.
- The decision, the runner-up and the reason are recorded with a date.
Scoring Rubric with Anchors
When to use: Weights you set before proposals arrive, plus written anchors for scores 1, 3 and 5 on each field and a knock-out rule.
Scoring rubric with anchors
Set weights before you read any proposal and keep them fixed. A score without an anchor turns into taste.
| Field | Weight (1-5) | Score 1 | Score 3 | Score 5 |
|---|---|---|---|---|
| Scope fit | [weight] | Generic package, no link to your brief | Covers most of the brief, some vague items | Written deliverables mapped to your goals, with clear out-of-scope list |
| Verified work | [weight] | Logos and claims only | Case studies, but no reference or data you could check | References you spoke to, plus work you saw in real data or live pages |
| Implementation owner | [weight] | Recommendations only, nobody named to ship | Named lead, but implementation depends on your team with no plan | Named people, agreed split of who ships what, and a monthly capacity |
| Fees | [weight] | Unclear what is included, extras surprise you | Clear fee, but long lock-in or open-ended extras | Fee tied to scope, extras priced in advance, term you can live with |
| Exit terms | [weight] | No exit clause, agency keeps accounts or content | Notice period exists, handover not described | Short notice, written handover, you own all accounts, content and data |
How to total it
- Multiply each score by its weight, then add the five results.
- Maximum total = 5 x the sum of your weights. Write it in the sheet header.
- Any field scored 1 is a knock-out, whatever the total. Ask once more, then drop the agency.
- If two agencies are close, the one with better verified work and exit terms wins.
Two people score separately, then compare. Where scores differ by two or more points, discuss the evidence, not the pitch.
Verified Work Checklist
When to use: Turn case studies into checked evidence with references, live work, Google's own hiring questions and walk-away signals.
Verified work checklist
Proposals show their best slide. This checklist turns claims into evidence you checked yourself.
Ask for
- Two or three references from clients with a similar site type and market. Call them.
- One past project shown live: the pages they changed, the brief, the result.
- A sample report from a current client, with names hidden.
- The person who will actually do the work, in the pitch meeting.
Questions Google suggests asking an SEO
From Google's own page on hiring an SEO (checked 15 November 2026):
- Can you show me examples of your previous work and share some success stories?
- Do you follow the Google Search Essentials?
- What kind of results do you expect to see, and in what timeframe?
- What's your experience in my industry, and in my country or city?
- How can I expect to communicate with you?
Walk away signals
- A guaranteed number one ranking. Google says no one can guarantee a #1 ranking on Google.
- A claimed special relationship with Google.
- Link deals they will not explain. Google's spam policies list exchanging money, goods or services for links as link spam.
- Asking for full or owner access before the audit stage.
Before the pitch, run your own Website Audit and Competitor Analysis. Then judge each proposal against issues you already know.
Implementation Owner and Access Plan
When to use: Agree who ships each type of change and which Search Console, GA4 and CMS access the agency gets.
Implementation owner and access plan
Most agency deals fail at the handoff between advice and shipped changes. Decide who does what before you sign.
| Work item | Agency | Your team | Approver |
|---|---|---|---|
| Technical fixes (redirects, templates, speed) | [does / advises] | [does / reviews] | [name] |
| New content and page updates | [writes / briefs] | [writes / publishes] | [name] |
| Link acquisition | [method in writing] | [approves targets] | [name] |
| Reporting and analysis | [monthly / weekly] | [reads + decides] | [name] |
| CMS and server access | [level] | [grants + revokes] | [name] |
Access levels to agree
- Search Console: Google advises read access only during an audit. Restricted user has simple view rights; full user can take some actions. Only owners add or remove users.
- GA4: Viewer or Analyst usually covers reporting. Only the Administrator role can manage users, so keep that on your side.
- CMS and server: a named account per person, never a shared login. Google says an SEO with server access should explain every change.
- Access log: who has what, granted on [date], by [name].
Write the capacity in the contract: hours, tickets or deliverables per month, and who on the agency side is accountable for each.
Fees and Exit Terms Checklist
When to use: Check fee model, extras, minimum term, notice period, ownership of accounts and the handover pack in the contract draft.
Fees and exit terms checklist
Read these in the contract draft, not the proposal. Score fees on clarity and fit to scope, not only on the lowest number.
Fees
- Fee model: [monthly retainer / fixed project / hourly / mixed]
- What the fee covers, item by item: [list]
- Billed extras: [content, tools, links, dev hours] and how they are approved
- Minimum term and renewal: [months, auto-renew yes/no]
- Price change rules: [notice before any increase]
- Any fee tied to rankings alone is a warning. Rankings move for reasons nobody controls.
Exit terms
- Notice period: [days] and whether it applies in the first term
- Ownership: content, reports, keyword research, dashboards and code belong to [your company]
- Accounts: Search Console, GA4, tag manager and CMS stay in your company's name. The agency is a user, not the owner.
- Handover pack: [open tasks, change log, access list, last data export] within [days]
- Access removal: list every account and the person who revokes it on the last day.
- Search Console: removing a verified owner means removing their verification token. A token left on the site lets them re-verify.
Shortlisting agencies for AI search work too? Use the GEO Agency Procurement Checklist for that part. For link vendors, see the Link Building Vendor Scorecard.
Spreadsheet Header (CSV)
When to use: A paste-ready header row and allowed values to run the scorecard in Google Sheets or Excel.
Paste-ready spreadsheet header
Paste this row into cell A1 of Google Sheets or Excel, then split text to columns by comma. One row per agency.
decision_date,agency,contact,scope_fit_score,scope_fit_evidence,verified_work_score,verified_work_evidence,references_called,implementation_owner_score,implementation_owner_name,who_ships_changes,monthly_capacity,fees_score,fee_model,minimum_term_months,billed_extras,exit_terms_score,notice_days,owns_accounts,handover_pack,red_flags,weighted_total,max_total,knockout,status,owner,next_action,due_date,notesAllowed values
- *_score: 1 to 5, whole numbers only
- who_ships_changes: agency, client, shared
- fee_model: retainer, project, hourly, mixed
- owns_accounts: client, agency, unclear
- knockout: yes, no
- status: shortlisted, finalist, selected, runner_up, dropped
Sheet tips
- Put the weights in row 2 above the score columns and calculate weighted_total with one formula.
- Highlight any row where owns_accounts is not client.
- Filter knockout to yes before the final meeting.
Worked Example (fictional Gauntwick Tiles)
When to use: A filled scorecard for an invented tile shop choosing between three invented agencies, with a knock-out and an exit-terms red flag.
Worked example: Gauntwick Tiles
Example only. Gauntwick Tiles, Oxbellow Search, Tarnquist Digital and Corvisham SEO are invented. Fees, scores, people and dates are made up to show a filled scorecard.
Company: Gauntwick Tiles (online tile shop) - Scorecard owner: Head of Ecommerce - Decision date: 2026-11-13 - Weights: scope 4, verified work 5, implementation 4, fees 3, exit 4 (max 100)
| Agency | Scope fit | Verified work | Implementation owner | Fees | Exit terms |
|---|---|---|---|---|---|
| Oxbellow Search | 4 - full plan, content out of scope | 5 - two references called, live pages shown | 4 - named lead, our dev ships | 3 - 3,400 EUR a month, 12-month minimum | 2 - 90 days notice, owns the GA4 property |
| Tarnquist Digital | 5 - mapped to our category pages | 3 - case study, references not yet given | 5 - their dev ships via staging, 20 hours a month | 4 - 3,900 EUR a month, 3-month minimum | 5 - 30 days notice, written handover |
| Corvisham SEO | 3 - generic package | 1 - only logos | 2 - advice only | 4 - 2,100 EUR a month | 3 - 60 days notice |
Weighted totals
- Oxbellow Search: 16 + 25 + 16 + 9 + 8 = 74
- Tarnquist Digital: 20 + 15 + 20 + 12 + 20 = 87, pending references
- Corvisham SEO: knock-out (verified work scored 1)
Decision
- Tarnquist was selected on condition that two references check out. Both calls were logged on 2026-11-14.
- Oxbellow is the runner-up. Its exit clause left the GA4 property in the agency's name, which the team would not accept.
- Next action: Head of Ecommerce sends the contract draft with a 30-day notice clause and an account list by 2026-11-20.
Why this works
- Weights were set before proposals arrived, so the strongest pitch did not set the rules.
- The knock-out rule dropped an agency with no checkable proof, whatever its price.
- Exit terms were read before signing, so a 12-month deal that left GA4 with the agency was caught early.
Want an SEO partner to score alongside the others? Book a free consultation with Anatolii Ulitovskyi, or see our SEO and GEO services.
How to use this template
- Write a one-page brief with goals, site type and what you want done, and send the same brief to every agency.
- Set the weight for each of the five fields before you open any proposal.
- Score each agency from 1 to 5 using the written anchors, and note the evidence beside each score.
- Call references and look at live work before you score verified work.
- Agree who implements changes and what site access the agency gets.
- Read fees and exit terms in the contract draft, then total the weighted scores.
- Record the winner, the runner-up and the reason, with owners for the next steps.
Pro tips
- Have two people score on their own, then compare. Big gaps point to missing evidence.
- Treat any 1 as a knock-out. A high total can hide a deal-breaker.
- Keep Search Console, GA4 and CMS accounts in your company's name from day one.
- Ask who will do the work, then meet that person before you sign.
- Run your own audit before the pitches, so you can tell real findings from generic slides.
Frequently asked questions
What is an SEO agency selection scorecard?
A sheet that scores each shortlisted SEO agency on the same fields and weights, with evidence beside every score, so the decision rests on proof rather than the best pitch.
Which fields matter most?
Scope fit, verified work, implementation owner, fees and exit terms. Weight them for your situation, but set the weights before you read any proposal.
Should an SEO agency guarantee rankings?
No. Google says no one can guarantee a #1 ranking on Google, and suggests finding someone else if an SEO promises first place.
What access should an agency get during evaluation?
Google advises read access to Search Console only during an audit. Keep owner and GA4 Administrator roles on your side.
How is this different from the GEO agency checklist?
This scorecard compares classic SEO agencies. The GEO Agency Procurement Checklist covers agencies selling AI search visibility work.