I recently spoke with a small business owner who had a rough experience with their SEO agency — and honestly, I was shocked. Promises of first-page rankings, all contact form leads routed through the agency first, and a tone that belittled rather than educated.
It reminded me that while SEO is now essential to marketing, not all SEO agencies are created equal. If you’re investing in your digital presence, you deserve a partner who is honest, strategic, and client-focused. Here are some red flags to watch out for — and what a good agency does instead.
Guaranteed #1 Ranking Promises
No legitimate agency promises first-position rankings — search engine algorithms are too complex and constantly changing. Guarantees like these are often just sales tactics to hook you in.
What to look for: An agency that focuses on long-term strategy, realistic goals, and honest forecasting.
Emphasis on Speed over Strategy
Do they promise fast results, such as a significant traffic boost within a month? Here is why that’s a problem: 1) It sets unrealistic expectations, often leaving clients feeling misled. 2) Real SEO takes time—rushed results often rely on risky tactics that can hurt your website visibility long-term.
Look for: Agencies that set clear timelines, explain their process, and focus on sustainable growth.
Lack of Transparency
If they won’t explain what they’re doing or how they’ll help you rank, that’s a red flag. Black-hat tactics can lead to penalties. You deserve clear answers and honest strategies.
Examples:
- Low-Quality Backlinks: Spammy backlinks can trigger Google penalties.
- Keyword Stuffing: Obsessing over keywords at the cost of quality content will harm, not help.
No Clear Reporting
You should receive regular reports showing your keyword rankings, traffic, and conversions. If the agency doesn’t provide detailed reports on performance metrics or regular updates, then something is wrong. If there’s no data, you’re flying blind.
Cheap Pricing or Unrealistic Discounts
If the fee is significantly lower than industry standards, and sounds too good to be true, it probably is. Agencies offering cheap SEO services often cut corners, rely on AI exclusively, outsource to low-quality providers, or use outdated tactics.
Cheap SEO often means corners are being cut—usually at your expense.
No Customization of Services
Your business isn’t a carbon copy of someone else’s. Effective SEO strategies should be tailored to your industry, target audience, and business objectives. Generic packages often don’t address your unique needs.
No Focus on Content Quality
For several years now, Google’s algorithm updates have focused on promoting “Helpful Content“. Agencies that ignore content strategy, UX, or user value are missing key ranking factors. With tools like ChatGPT, anyone can produce content—but is it helpful? Effective content provides value to your customer, provides a unique perspective, and differentiates you from your competitors.
Use of Private Blog Networks (PBNs)
If a company uses private blog networks (PBNs) to generate backlinks, stay away. PBNs are risky and can lead to manual penalties from Google, which can severely hurt your rankings.
No Mention of Technical SEO
SEO isn’t just keywords. If they’re not addressing technical SEO aspects like crawlability, site speed and site architecture, they’re ignoring essential elements, leaving a large gap in their strategy.
No Discussion of Conversion Optimization
Traffic means nothing without conversion. A good digital strategy helps turn visitors into customers; you don’t want an agency that just chases traffic.
Your SEO agency should also be mindful of user experience, CRO (conversion rate optimization), and other factors that affect your bottom line.
Make the Right Choice for Your Business with Foundery
Selecting the right SEO agency is crucial for your business’s online success. These signs can help you avoid ineffective or even harmful SEO practices. Be sure to do your research, ask for case studies, and make sure the agency aligns with your goals and values.
If you’re looking to partner with a trustworthy, client-focused agency for your digital marketing needs, get in touch and we can build a strategy tailored to your business objectives.
