The SEO industry sometimes has a bit of a tarnished reputation — and I get why. It often comes down to an imbalance of information between the seller and the buyer. Far too often, so-called experts show up who talk the talk but lack real knowledge of long-term SEO. That’s why I want to give you 8 signs that should make you think twice before choosing that particular agency.
In my 20 years in the industry — I started back in 2005 — SEO agencies have definitely changed for the better. But that doesn’t mean everyone knows what they’re doing, or always has your best interest at heart. Whether it’s a couple of young guys in a basement who think they’ve “cracked the algorithm,” or a media agency realizing their old business model is on the way out, it might not matter all that much.
To achieve solid and sustainable results, there are certain things your agency simply has to deliver on. Here are 8 that I believe are essential.
Guarantees a #1 spot on Google
If an SEO agency promises to get your website to the top spot in Google’s search results, that’s a red flag. No one can guarantee this — Google’s algorithms are complex and constantly evolving, and Google has made it clear that they control their own search results. A trustworthy agency will offer realistic goals and focus on long-term, sustainable strategies.
Lack of transparency in their methods
A credible SEO agency is open about the methods and techniques they use. If an agency refuses to share details about how they work, it could be a sign that they’re using unethical or black-hat tactics that might harm your website in the long run. The moment they start referring to “trade secrets” or similar excuses, it’s time to raise a red flag.
No clear strategy for long-term success
SEO is a long-term process that requires a clear plan. It’s not something you can do quickly if you want it to be sustainable. Small adjustments that yield minor effects can be addressed quickly, or you can take on increased risk — something a serious agency would avoid. If the agency cannot present a well-thought-out strategy to improve your visibility over time, it’s wise to look for a more professional partner.
No reporting or insight into results
Without regular reports, it’s hard to understand the impact of SEO efforts. A good agency provides detailed reports that show both successes and areas for improvement. Simple and clear reports outlining what has been done should be something you require.
Prices that seem too good to be true
Properly executed SEO requires time and resources. If the prices are unbelievably low, it could mean that the agency is using ineffective or unethical methods, which may result in long-term issues for your website. Read our article on why cheap SEO is like cheap hot dogs.
Excessive technical language without explanations
A good agency explains their methods in a way that’s easy to understand. If they use complicated language without being able to clarify what it means, it could be a way to hide shortcomings in their skills or methods. There are few things I dislike more than consultants who try to make you not understand. Some aspects of SEO can be complex, but it shouldn’t be magic — if it feels that way, something is seriously wrong.
Lack of real examples or case studies
An experienced SEO agency can showcase past successes and examples of projects they have worked on. There’s been a rise of “basement businesses” offering SEO services, or even your media or web agency. Can they really do what they claim? Check their website — do they have any case studies listed?
Contracts with long commitment periods
Flexibility is important when working with an SEO agency. If they require long-term commitments without allowing adjustments or cancellations, you can assume it’s because their clients often want to terminate contracts quickly.
Magnus Bråth
CEO
Magnus is one of the world's most prominent search marketing specialists and primarily works with management and strategy at his agency Brath AB.