Search engine optimization (SEO) sometimes feels like banging your head against a brick wall. Search engine algorithm updates are ever-changing; user needs fluctuate, websites break, new products are built, and content becomes outdated.
The whole idea of SEO is elusive. Yes, there are best practices and industry standards. Some marketer somewhere found remarkable viral success by tweaking this or that in their technical SEO.
But the truth is, it’s a lot of trial and error, and it’s changing all the time. You may have done everything “right,” but you’re still struggling with traffic and SEO performance. That’s where an SEO company comes in.
The problem is that hiring an SEO company means handing the reins over to someone else and trusting that they somehow have the secret sauce you’ve missed all this time. They may be great at what they do and offer astounding results.
And…
They may not.
Many marketers have a tale to tell about being burned by such businesses. And we’re here to make sure it doesn’t happen to you.
Let’s dive in.
What does an SEO company do?
An SEO company’s job is to create SEO strategies that improve your site’s online visibility and search engine results page (SERP) ranking to boost organic traffic and conversions.
To this end, different agencies will offer different services. Some of them include:
On-page SEO – On-page SEO improves the content on your site, like title tags, meta descriptions, headings, and website content. These improvements make them more search-engine-friendly.
Off-page SEO – Off-page SEO focuses on building backlinks from other high-authority websites. This lets search engines know your site is credible and trustworthy.
Technical SEO – Ensures the website’s technical infrastructure is sound, including optimizing site speed, responsiveness on mobile devices, crawlability, and fixing errors like broken links.
Local SEO – Optimizes the website to attract local traffic, which is especially important for businesses with physical locations or those targeting a specific geographic area.
Keyword research – Identifies the most relevant keywords for your business, focusing on terms potential customers are likely to search for.
Screenshot provided by the author
Content creation – Uses SEO best practices and keyword research to attract organic traffic through high-quality content.
Content Strategy – Designs the approach to use based on their research of your business, SEO best practices, competitor research, and your business goals.
Analysis & Reports – Reports on your site’s analytics and conducts research into competitors to determine strengths, weaknesses, and optimization opportunities.
Align yourself first
It’s harder to be taken advantage of when you are armed with knowledge. Before seeking out an SEO firm you should get yourself aligned first.
Understand your goals
If you go into a search for an SEO agency without goals, you’ll likely throw a lot of money away. You’re running a business, so naturally, your ultimate goal is to capture qualified leads and win conversions. You understand aiming your SEO efforts toward that end, but that’s where your business objectives stop.
Your goals should be specific and measurable so you know if you’re making progress or not. We call these goals: SMART.
For instance, “improve on-page SEO for three product pages with actionable call to action copy” is more specific and measurable than “drive traffic to the website.”
Have confidence
It’s easy to think an SEO agency is an expert, and you should defer to their opinion because they know more than you.
They can help you in your marketing efforts, but go into the partnership with confidence. You’re not a dunce. And just because your SEO success hasn’t been what you want it to be so far doesn’t mean you don’t know what you’re talking about.
A research study published by the American Psychological Association found that those with higher self-esteem have more success across the various areas of their lives, including work. Go into your professional SEO agency search self-assured that you know what you want and are reasonably informed on how to get there.
Educate yourself on the basics
You know the basics already. But educate yourself on what to expect from a digital marketing agency. (Reading this article is a great first step!)
Know enough to know if you’re being sold snake oil. Confidence helps you here because you’ll stand on business and not be conned into something you know is too good to be true.
Learn enough about every type of SEO to know there are no magic tricks — just diligent, consistent hard work, and a willingness to pivot.
Ask for advice
If you’re struggling with content optimization, you’re far from alone. The good news is that many business owners have walked this road before you. Ask them about it. Reach out to your network on LinkedIn, former colleagues, or industry groups and ask for guidance and recommendations.
There’s a good chance someone you already know has experience with SEO services and would love to talk to you about who to reach out to (and who to avoid.)
6 Red flags in an SEO company
Alright, now we get down to it. You understand what you can reasonably expect from an SEO agency, and you have enough knowledge not to be taken for a ride. What are the bright red flags to look out for as you begin researching companies?
Pie-in-the-sky promises
This is a big one. And it’s easy to fall for if you go into a meeting with an SEO firm with low self-confidence and a little understanding of how SEO works.
For instance, if a company promises to have you ranking for very competitive keywords in 4 weeks, it’s a pie-in-the-sky promise.
Search ranking depends on dozens of factors, and the time it takes to rank varies wildly. In one study, A study by Semrush found that:
- Out of 28,000 domains, nearly 7% had their content rank in the first 100 results for 13 months.
- 55.1% that didn’t rank in the top 10 results didn’t have any backlinks.
- 92.3% of domains that ranked in the first 100 results for 13 months had earned one backlink.
- Content with higher search visibility was 3.5 times longer than content with lower ranking.
- Less than 5% of businesses maintain their ranking on search engine’s first page for a whole year.
- Domains that ranked high in SERPs had a “healthy” site compared to lower-ranking pages.
Other promises that should raise your eyebrows include:
- Promising a certain amount of organic traffic per month
- Claiming special inside knowledge of algorithms
- Hundreds of backlinks in a short time frame
- Assurances of immediate traffic spikes
- Guarantees of permanent search engine ranking
- Promises of increased revenue
- A one-size-fits-all solution
In short, trust your gut. Understand that they don’t have secret powers that you don’t have. They’re working with the same tools that you are. Good SEO takes time, regardless of who implements the strategies.
No transparency
An honest SEO company will communicate its tactics and set realistic expectations clearly. They’ll understand that each project is different and tailor their approach to your needs specifically.
They’ll share monthly reports (without being cajoled) that indicate organic search traffic growth, conversion rates, keyword rankings, and any other factors you’ve agreed to measure.
The reports should show areas of business growth and areas that need improvement, and they will communicate with you about ways to shore up the spots that are not performing as well.
They’ll be open about what the data means and how to adapt your strategy to achieve your business goals. They will encourage questions and give clear, candid answers.
Suppose you encounter resistance or shifty behavior surrounding any of these areas. In that case, the lack of transparency is probably a cover for black tactics or a lack of results they’re trying to hide.
Again, your gut is a good indicator here. If you feel an SEO firm isn’t entirely above board, thank them for their time and move on. The sooner you cut your losses, the fewer headaches you’ll have later.
Blackhat tactics
Speaking of black SEO tactics, what are they and why should you be concerned?
An SEO tactic is a black hat when its purpose is to subvert algorithms. Their goal is to exploit search engine weaknesses for organic rankings.
Some black hat tactics include:
- Spamming competitors
- Paid link building schemes
- Stealing content
- Keyword stuffing
- Misleading URLs
- Hidden text
In the short term, these tactics often work, which is really tempting when you’ve not had much progress despite all your efforts.
But black tactics will hurt you in the end.
Google knows the game, and if it’s discovered that your SEO team has used black hat techniques on your behalf, you’ll receive a penalty that’s difficult to recover from.
The purpose of good SEO is to build trust and authority with Google and other search engines. When you use underhanded tactics, you’ve signaled the exact opposite.
Your site pages will rank lower and search engines may remove it altogether. The short dopamine burst from temporarily improved metrics isn’t worth it. You don’t want to wake up to a manual penalty in your inbox.
Question dodging
Lots of SEO experts are good talkers. It’s easy to throw out a word salad of technical terms and sound impressive. But do you understand what they’re actually saying? Are they really saying anything?
To assure yourself that the SEO company you are considering does’t use black hat tactics, you should ask them directly about their techniques.
You should get a clear answer.
If they can’t tell you, you should be suspicious.
If an SEO agency tells you their techniques are confidential or that they’re unable to disclose them, it’s a red flag.
An honest SEO business will be thrilled to geek out with you about their techniques and be open to your thoughts and concerns.
Unclear timelines
While it’s true that SEO takes time, some companies use this to push results further until you’ve paid thousands of dollars while getting zero results.
Air-tight guarantees are a red flag, since the nature of SEO is unpredictable and constantly in flux. However, an SEO company’s plan should include a reasonable timeline with results.
You’re looking for continual growth over time, not a solid number. No reputable SEO company can guarantee a certain growth percentage in a predetermined amount of time. But you’re in good hands if you’re growing consistently and steadily.
If the agency keeps putting you off, you can’t seem to get ahold of anyone, they’re shifty about booking meetings, and constantly have excuses for your lack of growth, the flags are evident and you need to look for alternatives.
Fishy pricing
We all love a bargain, and affordability is wonderful. However, an SEO company with pricing too good to be true may indicate questionable techniques to win short-term search engine rankings.
Once again, transparency is the key indicator here.
When determining if an SEO agency’s pricing is fair, consider:
Details: The pricing structure of an honest company will include a detailed breakdown of services included in each price point. If there’s any ambiguity, ask about it and make sure the answer isn’t elusive.
Industry standards: Prices vary depending on location, business size, and scope. Do research on what someone in your industry and business size can expect to pay.
Customized rates: Look for SEO companies who will build custom strategies specifically for you and tailor their package to your needs. You don’t want to pay for miscellaneous services that don’t serve your goals.
Hidden fees: Everything should be above board and transparent. Keep your eye out for any tacked-on fees that they didn’t mention or constant up-selling pitches in the buying process.
Take the next step
In the right partnership, professional SEO services offer maximum visibility on search engines and lock in positive outcomes.
We know a thing or two about these partnerships. We’re a dedicated team of SEO experts helping great brands grow through performance-driven SEO campaigns.
We work with hundreds of brands to deliver high-quality backlinks. In an average span of two months, we get our clients real results and help them build a strong online presence.
We have dozens of client case studies to verify how happy companies are with our work. We’d love the chance to earn your trust, too.
Book an intro call.
