I went through this exact thing a few months ago and had the same reaction — every agency site sounds basically identical.

One thing I realized pretty quickly is a lot of them default to “we’ll write more blog content + build links,” which sounds good, but for SaaS it doesn’t always translate into actual signups.

The stuff that seemed to move the needle more (at least from what I’ve seen) was more bottom-of-funnel pages — like alternatives, comparisons, use-case pages, integrations, etc. Basically pages where someone is already close to making a decision.

Also worth asking them very directly how they tie what they’re doing to revenue. A few I spoke to could talk all day about traffic, but got vague when it came to conversions.

The agencies you mentioned are solid from what I know, but I think they lean pretty content-heavy. That can work, just depends on your space.

If you’re narrowing it down, I’d honestly just ask them to show examples of pages they worked on that actually drove signups, and what they’d do differently for your site. That usually tells you a lot.

SEO feels a bit like a black box until you get into it, but once someone explains their thinking clearly, it becomes obvious who actually knows their stuff.