Best SEO Company in New York: How to Judge ‘Best’ When Every Agency Claims It

Search for the best SEO company in New York and you will find dozens of agencies that already claim the title. Some put it in their page titles, some show a row of award badges, some point to a list where they rank first. They can’t all be the best. The word tells you how an agency markets itself, not how it will work on your site.

I am Eugen Platon, founder of onwardSEO, with more than 16 years in SEO and digital marketing. I work from Bucharest with clients remotely, so I am one of the candidates a New York business might compare, and I would want to be judged by the same test. I won’t name or rank any agency. This article explains where “best” claims come from, what the FTC says about reviews and endorsements, and how to build your own scorecard.

Why every agency can call itself the best

“Best” is an opinion. There is no official league table of SEO companies, so the word is free for anyone to use, and in a competitive market almost everyone does.

Google’s own advice for people hiring an SEO is a useful filter here. Its Do you need an SEO? page says “No one can guarantee a #1 ranking on Google” and warns: “Beware of SEOs that claim to guarantee rankings, allege a ‘special relationship’ with Google” or “advertise a ‘priority submit’ to Google.” “Best” invites exactly these promises, so listen for them.

The real question is narrower and more useful: best at what, and for whom? An agency that is excellent for national e-commerce brands may be a poor choice for a dental practice in Queens that needs its Business Profile fixed.

What “best of” lists, awards and badges actually tell you

Lists, awards and badges are not worthless, but they are often evidence of something other than what they appear to show. Ask what was measured and who measured it.

The Google Partner badge deserves a closer look, because it carries Google’s name. Google’s Partner requirements set “3 requirement categories: Performance, Spend, and Certifications”: a “minimum optimization score of 70%”, a “90-day ad spend of $10,000 USD across managed accounts”, and “a minimum of 50% of your account strategists certified in Google Ads”. All of this is about Google Ads; the page doesn’t mention organic search. A useful sign if you are hiring someone to manage ads, but not evidence that they can make your site rank.

Lists need a different check: who controls them. The FTC’s guidance on its review rule describes a provision against misrepresenting that “a website, organization, or entity that it controls provides independent reviews”, and gives the example of “a company that created a fake seal program and awarded the seal to its own products.” I am not suggesting any particular list works this way, only that “independent” is a claim you can test: look for the owner, the method and any payments.

Reviews, testimonials and the FTC’s rules

Reviews are the most common proof agencies show, and two FTC documents apply directly.

The Endorsement Guides: disclose the connection

The FTC’s Endorsement Guides Q&A explains that when an endorser has a connection the audience wouldn’t expect, “that connection should be disclosed clearly and conspicuously,” because “Knowing about the connection is important information for anyone evaluating the endorsement.” That includes “an endorser who is a relative or employee of the marketer.”

The same guidance answers a question from a site that reviews local restaurants and sells display ads. Clearly labelled ads are fine, but “If, however, the purchase of a display ad positively impacts the editorial content of the review, the review could be deceptive.” If an agency advertises on the site that ranks it, ask whether the ranking would look the same without the money.

The Consumer Reviews and Testimonials Rule

The FTC’s rule on consumer reviews and testimonials “went into effect on October 21, 2024”, and it “authorizes courts to impose civil penalties for knowing violations”. Points that matter when you judge an agency:

• Fake reviews. “The business could be liable if it wrote or created fake or false reviews”. If an agency offers to “seed” reviews for your business, don’t assume the risk stays with the agency.
• Insider reviews. Businesses should ask employees and others with a connection to “clearly and conspicuously disclose their relationship to your business.”
• Fake social proof. The rule covers buying fake indicators of social media influence, such as those “generated by bots”.

The FTC notes its staff guidance “isn’t definitive or comprehensive, and it doesn’t provide a safe harbor from potential liability.” This is not legal advice; if reviews are central to your marketing, check your own practices with your counsel.

An agency that would fake its own reviews will fake your results too; treat its reviews as a test of honesty, not just a score.

Best for whom? Fit comes first

The best SEO company for a law firm in Midtown, a restaurant group in Brooklyn and a national online shop run from Manhattan are three different companies. Fit comes first because it decides whether the rest of the work is relevant.

Start by writing down three things before you contact anyone:

1. Your main goal. More calls from one borough, more online sales across the country, or recovering traffic after a redesign.
2. Your main constraint. Budget, an in-house developer with limited time, a platform you can’t change, or industry rules you must follow.
3. What you will do yourselves. Some businesses want a team to do everything; others want advice and will make the changes in-house.

Google’s list of questions to ask an SEO includes “What’s your experience in my industry?” and “How can I expect to communicate with you?” Both are fit questions. An agency new to your field can still do good work, but its plan should show how it will learn your market.

Your own scorecard for the best SEO company in New York

A scorecard turns a sales process into a comparison. Use the same five criteria and the same brief for every candidate. These are the weights I suggest for most small and mid-sized businesses; change them to suit your priorities.

The weights add up to 100, so a candidate’s total is easy to compare. Score each criterion from 0 to 5, multiply by the weight and divide by 5.

On process, one of Google’s questions is worth asking word for word: “Do they cite official Google documentation as supporting evidence for their recommendations?” Google also warns: “Be careful if a company is secretive or won’t clearly explain what they intend to do.” A “proprietary method” you aren’t allowed to see should cost points.

For communication, ask each candidate for a sample monthly report. My monthly SEO report template shows what a report you can actually read looks like.

Running the comparison fairly

A scorecard only works if every candidate gets the same chance.

1. Shortlist three to five. My guide to choosing an SEO agency in New York covers building the shortlist.
2. Send the same written brief. Your goal, constraint and what you will do yourselves, plus access to the same basic data.
3. Ask the same questions. Google’s questions are a good base: “What kind of results do you expect to see, and in what timeframe? How do you measure your success?” My list of questions to ask SEO consultants adds the follow-ups.
4. Score alone, then together. If more than one person is involved, each should score on their own before you discuss. The most confident salesperson shouldn’t set the result.
5. Check proof directly. Speak to a past client if you can, and look at the pages they worked on yourself.
6. Start with a small paid task. An audit or a competitive analysis of your main rivals shows how a company thinks and writes before you commit to a long contract. For tests that separate real skill from a good pitch, see my piece on judging a New York SEO expert.

If two candidates are close, choose the one whose plan you understand best.

Where I fit, honestly

Applying my own scorecard to myself: I work remotely from Bucharest, so I score low if you want someone in your office or at your premises regularly. I charge by the hour, which suits businesses that want advice and a plan, with changes made by their own team. You can see my background on my profile page. If you need a large team running many services at once, an agency may fit better. That is a fair result too.

Google calls hiring an SEO “a big decision” that can help your site, “but you can also risk damage to your site and reputation.” A careful comparison is how you get the first outcome and avoid the second.

FAQ

How do I find the best SEO company in New York for my business?

Define your goal, constraint and what you will do in-house, then shortlist three to five companies. Send each the same brief, score them on fit, proof, process, communication and terms, and start with a small paid task.

Are “best SEO companies in New York” lists reliable?

It depends on who runs them. Check the owner, whether agencies pay to appear or advertise on the site, and whether the method is published. The FTC says a paid ad that positively affects a review’s content could make the review deceptive.

Does a Google Partner badge mean a company is the best SEO company in NYC?

No. Google’s Partner requirements cover Google Ads performance, ad spend and Ads certifications. It is useful if you are hiring for paid search, but the requirements say nothing about organic SEO.

What should a top SEO company in NYC never do?

It should never guarantee a number one ranking, claim a special relationship with Google, set up your accounts in its own name, or offer to write or buy reviews for your business. Under the FTC’s rule, a business can be liable for fake reviews it writes or creates.