Couple of questions from a newbie earn by blogging adsense income

Hey there,

I will try to keep on track as not to bore you. I will also try to keep companies, products and SEO companies vague as to not go against the rules.

• I have created a website for a family business. We are busy at our physical location, but wanted to try an online store. Our top selling product is X (not sure on the rules about listing products/websites)
• I've been using Neil Patel's SEO autochecker, scoring an 89. I can get this over 90 with some tweaking I'm sure.
• When compared to the top 3 websites on google selling product X, I out rank them anywhere from 3-20+ points.
• My website is showing 0 errors and less warnings than all the other websites.
• All the other websites have more backlinks than me. Now comes the questions.
• Out of the 3, I rank higher than 2 of them because of back links.
• I've been in contact with an SEO company that says my site is fast, and doesn't seem to be any issues, but also said there is a problem with traffic and back links.
• The said SEO company wants to charge me 500/month to up my ranking.
• SEO company also said that I should not engage with ad words as for my keyword they are $10+. I have confirmed this, as I was using adwords. SEO Company said that other companies selling the product are just outbidding each other on adwords and not optimizing their site.

Now for the questions:

1. Is NP's SEO autochecker a good site to use to get a rough estimate of where you stand in rankings?
2. In terms of SEO companies, do they ask you to make changes to your website to satisfy some SEO tests?
3. If it is against Google's terms to buy back links, how does SEO companies increase my back links if not from buying them?
4. At this point with my site "optimized" more than my competition, should I still hire an SEO company or is my money better going elsewhere to gain traction (ads, etc...)?

Apologies if some of these questions seem obvious. I can give more info if needed.

Thanks for reading,

Chris

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