How to Choose an SEO Agency for Economic Development

Choosing the right SEO agency is an important decision for economic development organizations (EDOs). Your digital visibility directly impacts your ability to attract businesses, talent and investment. In today’s rapidly evolving search landscape and constant algorithm updates, where AI-driven search and generative overviews are reshaping how people find information, partnering with a reputable agency is more critical than ever. 

Not all search engine optimization agencies are created equal, especially when it comes to understanding the nuances of economic development, workforce marketing and place-based storytelling. This guide will help you identify the right partner to improve your online visibility and move your community forward. 

1. Look for Industry-Specific Experience 

Raise your hand if you knew what economic development really was before you started working in it. Not many, right? It is a niche industry that requires a marketing agency that understands all its nuances. Your SEO agency should have: 

• A proven track record with business attraction and workforce campaigns 

• An understanding of how companies and individuals research relocation 

• Case studies or examples of work in economic development or talent marketing

Ideally, you’ll want to find an agency that offers not just SEO experts, but broader place marketing experts as well. Ask for tangible results and examples that demonstrate their ability to tell your community’s story in a way that resonates with both businesses and talent.  

2. Evaluate Their SEO Strategy Approach 

A good SEO agency does more than sprinkle in keywords. Look for a partner that offers effective SEO services with a comprehensive, research-backed strategy, including:  

• Technical SEO audits to ensure your site is search engine-friendly 

• Competitor analysis and benchmarking 

• Strategic use of research to guide priorities and content strategies (for example, DCI uses Winning Strategies and Talent Wars research to help with our strategic decisions and priorities) 

• Content creation tailored to both business and talent personas 

• Data-driven keyword research and intent targeting 

• AI-readiness to help your content rank in generative search results 

This holistic approach ensures your SEO efforts are aligned with your broader economic development goals. 

3. Assess Their Ability to Integrate with Other Marketing Efforts 

SEO doesn’t exist in a vacuum. The best agencies should understand how SEO goals fit into your larger marketing strategy, including: 

• Paid media and digital marketing campaigns 

• PR and earned media strategies 

• Website UX and design 

• Branding and messaging 

• Social media and content marketing 

Choose a partner who can collaborate across channels and marketing services to amplify your message and maximize impact. 

4. Ask About Measurement and Reporting 

When it comes to SEO, EDOs need more than just surface-level stats. Metrics like domain authority and organic search impressions are easy to track, but don’t show true impact or relevance. To truly understand the impact of your SEO campaign, your potential agency should provide:   

• Transparent, consistent reporting on key performance indicators (KPIs) like keyword rankings, organic traffic and engagement 

• Flexibility to adjust tactics based on performance and seasonal shifts in search intent 

• Reporting using authoritative and high-quality tools like Google Analytics, Google Search Console and third-party tools like SEMRush or AHRefs 

While there are a lot of things you should be looking for in an agency, you should also be mindful of overselling. Keep an eye out for these red flags from SEO companies and agencies:   

• Promises of guaranteed search rankings (SEO is never a sure thing) 

• Overemphasis on vanity metrics without context 

• One-size-fits-all pricing and strategies with no personalization 

• Lack of transparency in SEO tools or reporting 

• Black hat tactics or poor SEO practices, like keyword stuffing or buying backlinks 

5. Choose a Partner Who Believes in Your Mission 

The best marketing agencies understand the stakes of economic development and talent attraction. They’ll combine technical expertise with strategic storytelling to elevate your region’s online presence and in the minds of your target audience.  

Take your time, ask the right questions and choose a team that believes in your community as much as you do. 

Want to learn more about how DCI can help your economic development organization improve its SEO? Contact Carly.steelejohnson@aboutdci.com to learn more.