Decoding SEO Agencies:

How to Spot Ineffective Partners?

Great partnerships open doors to opportunities others miss.

However, the SEO company you choose could as well truly hurt your business.

A lot of businesses that placed their trust in an SEO agency, spend big amounts of money to “skyrocket in the rankings,” only to end-up being completely tricked with their websites fully destroyed.

Be aware of the ‘SEO experts’ who only care about taking your money away from you, while pretending how skilled they are.

Don’t let the wrong SEO agency cost you time, money, and your reputation. This guide is made to help you spot the real experts. Those who deliver honest, lasting results. Whether you’re hiring now or already working with an SEO agency, be sure you know who truly has your best interests at heart.

And as a thank you for trusting us, there’s a special bonus waiting for you at the end of this document (don’t miss it!)

THIS GUIDE IS DIVIDED INTO 2 MAIN SECTIONS:

BEWARE OF THESE SIGNS

1. BEFORE YOU HIRE

  • As with all the other agencies you look at, which cost $3000 and more per month, this one costs $29.99 per month.

    EXPLANATION:

    If an agency prices its services this low, in comparison with other agencies, it’s for a reason.

    Remember: ‘You get what you pay for.’

  • Agencies that offer guaranteed SEO services and/or promise results like first-page rankings or an increase in traffic within a short period of time.

    EXPLANATION:

    1. No SEO agency or individual can credibly promise specific SEO guaranteed results. The only one, who has complete control over Google rankings, traffic is GOOGLE.

    2. We can’t guarantee something we don’t have direct control over!scription

  • Always dig a little deeper into those wins and when they happened.

    EXPLANATION:

    Since SEO is always changing, even a project from just a few years ago may no longer be relevant today.

    • A key sign of a trapping agency/consultant is requesting full control of your logins, data, and reporting right from the start.

    • SEO agencies do need access to tools like Google Analytics, Google Search Console, and your website’s backend (e.g., WordPress) to do their job.

    • They should ask for access in a secure, limited way

    • Use proper user roles and insist on full access (requesting editor or admin roles, depending on the task)

      Warning Signs to Watch For:

    • They ask for your usernames and passwords.

    • They want access to things they don’t need (e.g., personal email) They don’t explain why or how they’ll keep it safe.

      EXPLANATION:

    1. Even though you may be hiring them to “handle everything” from an SEO perspective, always check backgrounds and get references if possible.

    2. If you’ll want to part ways with your agency, some cruel ones may hold your data and logins hostage, which will eventually force you to create new logins and tracking codes for your sites.

    • Over-emphasis on meta keywords and descriptions

    • Still talking about keyword density as a major factor

    EXPLANATION:

    These tactics are outdated and waste valuable time that could be spent on strategies that actually move the needle. While high keyword density can be harmful (keyword stuffing), agencies focusing on these outdated metrics show they're not keeping up with modern SEO.

  • Be mindful of an agency's pitch. It reveals how the relationship will work.


    EXPLANATION:

    1. If an agency spends your time bragging without offering insights into how they can help you, the relationship likely won’t be fruitful.

    2. Always seek a partner, not just a vendor. A partner will actively help you navigate challenges and celebrate successes as a team. They will ask you questions and tailor their action steps to your needs and wants. A vendor will only focus on costs, meeting structures, and send you reports and bills.

  • When speaking with an agency offering digital marketing services, and you discover it’s not their main niche.

    EXPLANATION:

    If a company specializing in podcast ads adds digital marketing as an ‘extra service’ with an attitude of "How hard can it be?" but lack expertise in it, walk away.

2. AFTER YOU HIRED

  • They use generic, one-size-fits-all strategies that aren't tailored to your specific needs, goals, struggles or industry.

    EXPLANATION:

    They don’t attempt to understand your business or key areas.

  • Common cause of manual penalties is black-hat SEO (bad SEO)

    EXPLANATION:

    1. If you get a manual penalty within a month or two of starting with an SEO agency, be suspicious.

    2. Don't fire them immediately; a manual penalty doesn’t have to be their fault—but it might be.

    3. Think carefully and ask questions to find out why your site was penalized and how to fix it.

      TIP! - If your site is affected by a manual action, you'll receive an email notification from Search Console to alert you. Click the link provided in the message to visit the Manual Actions report in Search Console. If you miss an email, you can log in to Search Console to check if you have any issues.

  • A low-quality agency won’t adapt their strategy over time, relying on cookie-cutter tactics without learning from the data.

    EXPLANATION:

    1. You may never see relevant data or insights tied to your goals.

    2. Clicks and impressions are fine, but if you want to boost sales, conversions and business-aligned KPIs are far more valuable.

  • They might just be adding linkbacks from spammy sites and there’s a chance they are performing potentially harmful actions.

    EXPLANATION:

    • A good SEO agency will need your support as the site owner. They may ask you for things like:

    • Editor or admin access to your CMS

    • View or admin access to Google Analytics

    • Access to Google Webmaster Tools

    • Target keywords list

    • Access to social accounts

    • Past work

    • Target audience information

    • Priority pages/services

  • This is not referring to client testimonials or case studies: it’s about the agency’s ability to show you the actual SEO practices they are using.


    EXPLANATION:

    • 2 - 4 months into a contract might be too early for major SEO results.

    • You have a right to ask for deliverables.

    • The SEO agency might provide in the first weeks or months of a contract these things:
      an SEO audit of your site

      an analysis of your site’s link profile optimized content on your site articles with links to your site that are being or have been published on other sites

    • Ensure they are actually doing something, and have proof of it.

  • They don't communicate well and seem closed off, making it hard for you to get answers or updates on your campaigns.

    EXPLANATION:

    1. Always mention the successes, what worked, and how well they did the job, but never mention what failed or didn’t go as expected.

    2. Communication is key in any relationship, especially with a digital marketing agency.

  • They aren’t asking or telling you to do certain things.

    EXPLANATION:

    • This means they are up to something suspicious or not doing anything at all.

    • They aren't interested in working with you; their client.

    • The best agencies see their relationship with you as a partnership. For success you’ll have to work with them, meaning they will make recommendations.

  • They can’t explain their methods.

    EXPLANATION:

    • If you're curious about what your SEO is doing (and you should be), just ask.

    • Watch out for these clear scam responses:

    • "We actually do a lot, mainly optimizing your site for search engines."

    • "We manage many areas, but it’s too complicated to cover right now."

    • “Our efforts on your behalf must remain confidential.”

    • “Due to industry regulations, we’re not permitted to expose our practices.”

    • "I'm not sure offhand, but I'll get back to you."

    • If you get an answer like that, fire them immediately, you’re most probably dealing with a scam.

  • Your organic keywords changing significantly, gaining traffic from the wrong keywords or losing rank on previously high-ranking ones.

    EXPLANATION:

    • This signals a problem.

    • May indicate careless work by an SEO.

    • Targeted traffic is the goal.

    • Can't provide clear documentation of implementations or tasks completed

    • No detailed records of what changes were made to your site

    • Vague about specific actions taken on your behalf

      EXPLANATION:

      Proper documentation is crucial for transparency and accountability. You should always know exactly what work has been completed on your site. If you decide to part ways with the agency, having full documentation ensures you understand what was implemented and can continue building on that foundation. Agencies that can't provide detailed records of their work are either disorganized or hiding something.

  • Rankings drop for a variety of reasons. A sudden traffic drop, like a rank loss, could signal an algorithmic penalty.

    EXPLANATION:

    • It may or may not be your SEO’s fault. Be suspicious and find out what the agency is doing. If it seems suspicious, get them to stop.

    • RANKINGS-If your rankings are steadily declining, your SEO may be causing you a penalty.

    • TRAFFIC- First, check for algorithm changes during the traffic decline. Next, review any site changes made before the drop. Lastly, understand the offsite actions taken by your SEO agency.

OUR GIFT TO YOU

ESSENTIAL QUALITIES FOR AN SEO AGENCY

    1. Ethical.

      True SEO uses white hat practices that are legitimate, done without intent to deceive or trick and proven to get results.

    2. Transparent.

      They won’t use complex language to explain their plan; instead, they will tell you how they’ll serve you, what to expect, and which KPIs to use to measure results.

    3. The best SEO agencies will give quick responses to any questions you have, give you regular updates on your campaign, what they’ve been working on, and all those important things that you care about.

    4. Honest.

      Honest about their work and willing to guide you on the right path.

    1. A quality SEO firm will show you what they’re doing.

    2. They may not show you first-page results, but they will offer evidence of their work.

    3. They may show you:

      • Weekly/monthly report, displaying work they’ve done and how your site ranks

      • Keyword research to identify the keywords needed to improve your website’s search visibility.

      • Real sites that contain dofollow backlinks to your site

      • Audit [of your content, link profile, site, homepage] + recommended action steps

      • Revised content for your existing pages or new content for your site.

    1. The best digital marketing agencies will keep track of valuable metrics in your campaigns, and they’ll analyze those metrics to help them learn how to keep improving your marketing over time.

    2. The SEO practices all center on your industry, niche, products, business and customers.

    3. Some agencies will provide you with reports so you can see the results and all of the underlying data for yourself.

      • Regular reporting is crucial. They won't just say that your digital marketing strategy is working; they'll show you with reports.

    1. They are assured about what they do.

    2. They may choose to minimize risk by offering ethical guarantees.

    3. They will never guarantee outcomes that are outside of their control.

    4. If an SEO agency fails to deliver on their promises, they will offer you a full refund and/or another way to make it right.

    1. They have a proven track record of exceptional service.

    2. Some agencies display testimonials and case studies on their website, while you have to contact some for this information.

    3. Or you can ask to speak with previous clients for insights into their track record.

      TIP! If you’re considering a newer agency, look for transparency, clarity of process, and communication style. A newer agency that prioritizes integrity, custom strategies, and measurable progress can often bring more attention and energy to your business than a bloated one relying solely on past wins.

    1. Content: Prioritize high-quality content as the foundation of SEO strategy.

    2. Design: Web design and development are standard practices.

    3. People: Trustworthy, kind and ethical team with a solid online reputation.

    4. Publishers: Have relationships with authoritative sites for link-building, not low-quality sites.

    1. If they suggest certain steps, it indicates that the agency seeks a partnership with you.

    2. Following their advice will more likely lead to the results you want.

    3. When the agency makes recommendations, they aren't trying to upsell or scam you. Although "extra services" may come with a cost, they are designed to help you.

    4. They may recommend:

    5. Start social channels (Instagram, YouTube, LinkedIn, etc.)

    6. Launch a content marketing plan

    7. Add content to your homepage

    8. Optimize all the site content

    9. Improve your site speed

    10. Perform a link profile audit

    1. This is truly subjective, but still worth considering.

    2. The SEO industry changes constantly with algorithm updates and search trends. A long-standing SEO company has survived multiple updates and knows, how to adapt and navigate these shifts.

    3. It’s usually best to choose a team with solid experience.

    4. How much experience is needed? Again, no precise answer here.

    5. Generally, aim for at least 3-5 years.

    6. A team with 10+ years of industry experience is an excellent sign.

    1. If your SEO agency is improving your rankings, you’re likely in good hands.

    2. Reliable rank improvement signs:

    3. Ranking for a variety of longtail keywords

    4. Ranking for your target keywords

    5. Ranking on the first page of Google

    1. This can happen in some cases.

    2. It is only a concern if your revenue declines.

      EXPLANATION:

      You can acquire higher conversions and revenue with fewer visitors. The goal is targeted traffic. So even if you receive less traffic, but the targeted one, the revenue will increase. Because this kind of traffic is more likely to convert on your site.

We dedicate our efforts to a limited number of client partnerships at a time to ensure top- quality service, focused attention, and personalized care to meet your unique needs.

Contact us now before we hit capacity.