Something worth knowing before you start shortlisting: a substantial share of the SEO work produced in this city is not for local clients. Agencies here sit in the same working hours as the largest technology market on the continent, bill in a favourable currency, and have built their businesses around servicing accounts that are nowhere near them. You are not competing for their skills. You are competing for their calendar.
Vancouver SEO agencies sell the same hours across the border
This is not a criticism. It is a structural fact that explains most of what you will notice: rates that feel high for the size of the local economy, senior people who are hard to book, and a polite reluctance to take on small retainers. It also means that when a large cross border account gets busy, the work that slips is usually the smaller local one.
So ask an uncomfortable question early. What proportion of your revenue comes from clients outside the country, and what happens to my account when one of them needs a migration next month. Firms with real capacity planning will answer plainly. Firms without it will reassure you, which is not the same thing.
An SEO retainer is capacity, and capacity is what gets rationed
Most disappointing engagements in this market do not fail on strategy. They fail because the hours quietly stopped arriving. The first month is excellent, the SEO audit is sharp, the plan is convincing, and then delivery slows until the monthly call becomes a status update about things that are nearly ready.
Protect against it in the contract rather than the relationship. Name the people and the share of their week you are buying. Agree what happens if a month is underdelivered, which should be credit rather than a promise to catch up. Ask for a short written note each month describing what was done and why, because that is much harder to produce for an account nobody touched than a dashboard is.
It is also worth asking what the firm's smallest current client pays. If you would be at the bottom of their book, you will be the flexible capacity in their planning, and you should price that risk rather than ignore it.
Seasonal demand makes a flat retainer the wrong shape
Tourism, hospitality, outdoor recreation, real estate and film services all run on pronounced cycles here, and for many businesses a large share of annual enquiries arrives inside a few months. A flat monthly SEO fee spread evenly across the year is convenient for the agency and mismatched to that reality in two ways.
First, the work has to happen well before the season, because content and authority take a quarter or more to move anything. Preparation in the quiet months is the entire game, and a retainer that ramps up when demand ramps up is arriving too late to matter. Second, a report comparing this month to last month will show collapse and recovery that has nothing to do with anyone's effort. Insist on comparisons against the same period a year earlier, and agree the seasonal plan before the contract rather than during it.
Questions that reveal how thin a team really is
Ask who writes, who does the technical SEO, who does outreach, and whether those are three people or one person with three job titles. Ask which parts are placed with contractors, and whether you can meet them. Ask how long the assigned practitioner has been at the firm, because turnover in a market with this much competition for talent is real and it is the main way institutional knowledge about your site disappears.
Then ask for a small paid piece of work before anything annual. A scoped diagnosis, one page rewritten properly, or a migration plan reviewed. It costs a fraction of a year's fees and it answers questions no reference call will.
A small market means references are actually checkable
The advantage of a compact supplier community is that everyone has worked with everyone. Ask each firm for a client who left, not only for happy ones. Ask current clients what the agency talked them out of buying, which separates advisers from vendors faster than any other question.
Expect some overlap in your own category too. If a firm already serves a direct competitor, decide deliberately whether that is acceptable rather than accepting the standard reassurance about separate teams. In a market this size, the situation is common and the reassurance is thin.
What leaves with the agency if you do not write it down
The analytics property, the search console, the tag container, the business listing, the content system and the domain registration belong in accounts your company owns, with access granted rather than ownership handed over. Copy and articles transfer on payment with editable source files. The redirect map from any restructure is yours, and so is the outreach record, because in a market where the same publications get approached repeatedly it is worth knowing who has already said no.
Set the commercial measure before the first SEO invoice as well: one number your business recognises, with its cost beside it, and visibility data kept underneath as a diagnostic. If you would rather send a single requirement to several firms and read comparable answers instead of sitting through pitches, describe it once and ask for replies in a fixed shape. For a wider view of how these suppliers are organised and priced, start from the overview of SEO agencies. If the constraint is the site rather than its visibility, talk to local software teams or firms running several channels at once, and if you are widening the field, compare against agencies inland or firms in the largest domestic market.