@Evans
Thanks! Are the tools publicly available, or is it all internal?
Best thing to do is have an honest talk with them. You’ll know pretty quickly if they’re just trying to sell you something or if they actually care about helping you out.
At the end of the day, it’s all about ROI. Can they deliver on the targets you set?
A lot of big agencies just outsource their work to cheap third-world countries like India or Pakistan. They’ll take your money and give you the minimum. Cut out the middleman and hire an expert directly!
Sadly, there are very few people who can get you the results you’re after. There’s a lot of fakers in this business, even here on this forum.
Having experience in your specific niche is a big plus, don’t overlook that.
When picking an SEO agency, focus on their track record, how transparent they are, and whether they set realistic goals. I like to use tools like Ahrefs and SEMrush to check their results myself, but I’ve also found SERPtag to be more affordable and just as good.
I didn’t want to waste my time with guessing, so I hired goseo.website. They’re professional, and my rankings have gone up along with sales.
Check their case studies.
If they suggest something that’s not relevant to your main business, walk away.
Good luck not getting spammed by desperate SEO people! 
Transparency is key. Ask for references.
I totally get how easy it is to get swayed by a good sales pitch. When picking an SEO company, ask them how they’ll help with conversions, not just traffic. Look for long-term growth, not quick fixes, and avoid anyone promising ‘guaranteed’ results. And about choosing between a specialist and a company, it depends on your budget and how personal you want the service to be.
Make sure they do real link-building and not just crank out content.
Look at their past work and do a background check.
Ask them about their portfolio, their process, and how long they think it will take to see results.
I’ve been in your shoes, OP. I’ve tried agencies and internal hires, and here’s what I learned:
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Whoever you choose should understand what your customers are searching for. An internal person might understand your audience better.
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Make sure your website, social media, and SEO are working together toward the same goal.
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SEO takes time, at least 2 years to see good results, so budget accordingly.
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I ended up hiring a team of 3-5 people to handle everything. It cost the same as an agency, but they understand my business better and only focus on me.
Be careful with agencies that spend more on sales than actual SEO work. They’ll sell you on a great pitch but outsource the real work to other countries. Look for a smaller agency that spends more on talent than marketing.
Make sure they have case studies and evidence of improving rankings. Look for an agency that uses white-hat methods, and make sure they’re realistic about what can be achieved. Depending on your needs, you might want a company for a broader range of services or a specialist for more focused expertise.