If one looks to hire an SEO agency, which one do you recommend? Actually, it will not be good enough to recommend an SEO agency personally, because they may change their policies and we do not know what different agencies might be doing. So, the general answer is, one can search for Google SEO guidelines, and you will get a whole page of Webmaster Help Center, which helps one in knowing what are the things one should look for, while choosing SEO agency. So, references should tell one, what that particular agency is going to do. It should not be like they are going to wave some magic smoke and not tell you what they are doing, be a little worried about it. Even though you find them boring, they should let you know everything they are about to do. Google has changed their SEO guidelines from little controversial to more concerned on the ways to find out a good SEO agency. There are lots of great SEOs out there. So, if an SEO does not satisfy you, just don't settle for less, when you can have more.