Is My SEO Agency Playing Me?

Is your SEO agency delivering real results, or just excuses?

Over the past 7 years in SEO, I have all too often seen agencies fall short of their promises, leaving clients frustrated, out of pocket, and wondering where it all went wrong.

If you’re questioning the value of your SEO agency or suspect you’re not getting what you paid for, you’re not alone. According to a seo services client satisfaction survey done by Backlinko, only 30% would recommend their current SEO provider to a friend or colleague. This is a telltale sign that many business owners and in-house marketers are feeing burned by SEO providers.

This article dives into why expectations and outcomes often don’t align, uncovers the shady tactics some agencies use, and equips you with the tools to identify red flags. Whether you’re feeling misled or simply want to protect your business, we’re here to help you take back control of your SEO investment.

Before we dive into the common ways that SEO agencies might under deliver and how to spot them, we first must understand the challenges in assessing an SEO agency.

Challenges in Assessing an SEO Agency

1. The Intricacies of SEO

SEO is a complex and ever-evolving discipline. While we have a general understanding of factors that influence search rankings, such as backlinks, content quality, and technical optimizations, Google’s algorithm remains a “black box.” Even with insights like the mid-2024 Google search document leak, the exact weightage of ranking factors and their interactions remain unknown.

This lack of transparency makes it hard for clients to discern whether their agency is using best practices or simply spinning wheels. Agencies often exploit this ambiguity, masking poor performance with jargon-filled reports that look impressive but lack substance.

2. Absence of Industry Regulation

SEO lacks formal regulation, allowing anyone to claim they are an expert. While there are certifications available, many fall short of equipping practitioners with the skills needed for high-level SEO work. This creates a crowded market where credible agencies compete with unqualified providers, making it difficult for clients to differentiate between genuine expertise and empty promises.

3. Dependence on Individual Contributions

Even within reputable agencies, the success of a campaign often depends on the team members assigned to it. SEO is not just about following a playbook; it requires creativity, critical thinking, and adaptability. Unfortunately, clients rarely know the qualifications or experience of the individuals working on their account until it’s too late.

Without direct insight into the team’s expertise, clients are left to trust the agency’s brand reputation, which may not always reflect the quality of work delivered.

4. Pricing Ambiguities

The intangible nature of SEO results makes pricing a significant challenge. Unlike paid ads, where outcomes are directly tied to spend, SEO success is influenced by countless variables, from competition to algorithm updates. This makes it difficult for clients to determine whether they are receiving fair value for their investment.

Agencies often take advantage of this ambiguity, quoting fees that appear disconnected from the scope of work or expected results. For clients unfamiliar with SEO benchmarks, it’s easy to overpay for subpar service.

5. The Time Factor

SEO is inherently a long-term strategy. It can take months to see meaningful results, which can be frustrating for businesses eager for quick wins. Agencies that promise overnight success often resort to questionable tactics, but those that take the time to build sustainable results may face pushback from clients who don’t understand the timeline involved.

This disconnect between the nature of SEO and client expectations creates fertile ground for miscommunication and mistrust.

Red Flags Indicating a Dubious SEO Agency

Some SEO agencies may intentionally overpromise or underdeliver, while others lack the expertise to provide real value. Here are the most telling red flags I have seen deployed by agencies:

1. Overemphasis on Keyword Quantity Without Strategy

Agencies that promise to rank hundreds of keywords may be masking a lack of depth in their strategy. Often, they focus on low-value keywords or branded terms that are easier to rank but provide limited growth potential. Quality, targeted keywords aligned with your business goals should always take priority over quantity.

2. Content Production Lacking Strategic Direction

Churning out large volumes of content without a clear plan to drive search traffic or conversions is a hallmark of a subpar agency. Without aligning content with a keyword strategy or audience needs, the deliverables become little more than fluff. Quality content that serves a specific purpose is far more valuable than mass-produced blog posts.

3. Watch Out for Keywords With No Search Volume

Some SEO agencies provide mostly keywords with no actual search volume, explaining them away as ‘long-tail keywords.’ While long-tail keywords can be valuable, they still need to have at least some search demand.

Cross-check search volume with both third-party tools (Ahrefs, SEMrush, etc.) and Google Search Console data. If a keyword has zero searches across multiple sources, it is unlikely to generate any traffic and offers no real value to your business.

4. High Client Turnover Rates

An agency with a churn-and-burn model prioritises short-term gains over long-term partnerships. These agencies often lure clients with attractive terms or guarantees but fail to deliver results that retain customers. Look into the agency’s retention rates by speaking with former clients or industry peers, or check LinkedIn for insights from past employees.

5. Beware of Irrelevant Keyword Targeting

Your SEO strategy should be built around keywords that align with your target audience’s actual search behavior. If the keywords an agency is providing don’t make sense for your business, product, or audience, they are likely useless.

If the suggested keywords don’t match what your potential customers would search for—whether now or in the future—it’s a major red flag. Your SEO agency should demonstrate an understanding of your industry and how people search within it.

6. Unrealistic Promises and Guarantees

SEO outcomes cannot be guaranteed—period. Be wary of agencies that promise specific rankings, results within an impossibly short timeframe, or achievements that sound too good to be true. Credible agencies will set realistic expectations based on your goals, competition, and market conditions.

7. Over Reliance on External Factors as Excuses

While algorithm updates can impact rankings, reputable agencies will have strategies to address and recover from these algorithm changes. If your agency constantly blames external factors like Google’s algorithm for poor performance without proposing actionable solutions, this indicates a lack of expertise or accountability.

8. Over Focus on Deliverables Instead Of Performance

Agencies that prioritise delivering reports, audits, or content over achieving real results are missing the point of SEO. For example, a detailed SEO audit might look impressive, but if it contains recommendations that are irrelevant or impossible to implement, it adds no value to your business. Performance and outcomes should always take precedence over checking boxes.

Common Reasons for Gaps Between Client Expectations and Agency Performance

Even when an SEO agency is well-meaning, there can still be significant disconnects between what clients expect and what the agency delivers. These gaps often stem from misaligned goals, unclear responsibilities, and fundamental misunderstandings about how SEO works. Here are the most common reasons why these gaps occur:

1. Mismatch Between Desired Strategy and Provided Services

Many clients hire SEO agencies expecting a full-scale, consultative strategy, only to receive task-based services or generic packages. For example, businesses looking for long-term growth strategies may inadvertently engage an agency that excels at short-term keyword targeting or standardized solutions. This misalignment often leaves clients feeling dissatisfied and under-served.

2. Unrealistic Timeframes for Results

SEO is a long game, requiring months of consistent effort to achieve meaningful outcomes. However, some clients enter into short-term contracts expecting immediate results, while agencies, facing pressure to deliver quickly, may propose experiments that can’t fully mature within the contract period. This lack of time to implement and measure results creates frustration on both sides.

3. Inappropriate Channel Selection

SEO isn’t always the best channel for driving leads or revenue, especially for niche products or services with low search demand. If the target audience isn’t actively searching for the product category, no amount of SEO will generate meaningful results. Agencies that fail to assess the suitability of SEO for a specific business can lead clients down the wrong path, wasting time and resources.

4. Undefined Roles and Responsibilities

A successful SEO campaign often requires collaboration between the agency and the client. However, without clear protocols on who will implement website changes, optimize content, or manage technical issues, tasks can fall through the cracks. This ambiguity can lead to delays, miscommunication, and unmet expectations.

5. Lack of Established Communication Protocols

Clear and consistent communication is critical for any successful agency-client relationship. Without agreed-upon schedules for updates, reports, and strategy discussions, misunderstandings are almost inevitable. Clients may feel out of the loop, while agencies may miss important feedback or context from the client’s end.

6. Insufficient Client Understanding of SEO

Clients who lack a foundational understanding of SEO may enter the relationship with unrealistic expectations. For example, some may demand deliverables outside the scope of SEO, such as paid advertising or app development, while others might focus on vanity metrics like impressions instead of meaningful results like organic traffic or conversions. Without proper education and alignment, these misunderstandings can sour the partnership.

How To Find A SEO Agency That Won’t Screw You Over

If you’ve identified red flags or feel uneasy about your current SEO agency, it’s time to take proactive steps to safeguard your business. With the right approach, you can avoid falling victim to dubious practices and ensure your investment delivers meaningful results. Here’s how:

1. Conduct Thorough Research

• Investigate the Agency’s Reputation: Look for reviews, testimonials, and case studies that highlight their performance and credibility. Dive deeper by reaching out to past clients or industry contacts on LinkedIn to gather insights about their experiences.
• Check Their Work: Request examples of successful campaigns in your niche. Agencies with real expertise will be transparent about their past performance and willing to share details about strategies and outcomes.

2. Define Clear Expectations and Responsibilities

• Set Deliverables and Metrics: Work with the agency to define specific deliverables, timelines, and measurable performance indicators (e.g., organic traffic growth, keyword rankings, or conversions).
• Establish Roles: Clearly outline who will handle tasks such as website changes, content uploads, and technical fixes. A defined workflow helps avoid miscommunication and delays.

3. Enhance Your SEO Knowledge

• Educate Yourself: A foundational understanding of SEO helps you assess the agency’s strategies and deliverables. Familiarize yourself with key SEO concepts, such as on-page optimisation, link-building, and content strategy.
• Utilise Free Resources: Leverage trusted blogs, online courses, and communities like Reddit’s r/SEO or Quora discussions to stay informed about industry trends.

4. Request Transparency

• Demand Detailed Strategies: Ask for a comprehensive breakdown of the agency’s proposed tactics, why they were chosen, and how they align with your business goals.
• Insist on Clear Reporting: Require reports that go beyond vanity metrics. Look for actionable insights and clear explanations of how their work impacts your bottom line.

5. Validate Claims and Promises

• Get a Second Opinion: If an agency promises results that sound too good to be true, consult with another agency or an independent SEO expert to assess the feasibility of their claims.
• Test Their Credibility: Ask the agency how they plan to achieve specific outcomes. Agencies with genuine expertise will provide a well-reasoned approach backed by examples or data.

6. Assess the Agency’s Team and Processes

• Review Their Team’s Expertise: Ensure the individuals managing your account have the experience and knowledge required for your industry. Don’t hesitate to ask for profiles or credentials of team members.
• Evaluate Their Internal Processes: Quiz the agency on how they stay updated on SEO trends. Structured learning, collaboration, and regular knowledge-sharing sessions indicate a committed and capable team.

7. Look Beyond Price

• Avoid Bargain Deals: Be cautious of agencies offering significantly lower prices than competitors. High-quality SEO requires time, expertise, and resources—cheap services often cut corners.
• Focus on ROI: Evaluate what you’re paying in relation to the long-term value delivered. A slightly higher upfront cost may save you from wasted time and resources on ineffective strategies. Do check out our detailed analysis of SEO pricing in Singapore, which covers the average price of various SEO services.

What to Do If Your SEO Agency Seems Dubious

If you suspect your SEO agency is falling short—or worse, engaging in dubious practices—it’s essential to take immediate steps to protect your business and regain control of your digital assets. Here’s a roadmap for navigating this challenging situation:

1. Secure Access to Your Digital Assets

One of the most critical steps is ensuring you have full ownership and control over your digital properties. Unfortunately, some agencies withhold access to essential tools, leaving businesses at their mercy.

• Regain Control: Ensure you have access to Google Analytics (GA), Google Search Console (GSC), website hosting, domain registrars, and your content management system (CMS). If you discover your agency is holding these assets hostage, insist on gaining access immediately—they belong to you, not them.
• Change Passwords: Once you’ve secured access, update passwords for critical accounts to prevent unauthorized changes or data tampering.
• Backup Everything: Download reports, data, and configurations from GA, GSC, and any other platforms to ensure you have a complete record of your website’s performance and history.

2. Shop for a New SEO Vendor

Finding a new SEO partner is your next step, but it’s crucial to proceed carefully to avoid repeating the same mistakes.

• Request Audits: As you vet new agencies, ask them to audit the work of your current provider. This can reveal gaps, missteps, or outright failures in your previous campaigns.
• Compare Multiple Audits: Engage several agencies to perform audits and compare their findings. This will provide a clearer picture of the current state of your SEO and help identify consistent issues that need addressing.
• Look for Transparency: During this process, evaluate potential vendors on their willingness to explain their findings, strategies, and plans in detail. Avoid agencies that are vague or overly secretive.

3. Invest in an In-House or Partially In-House SEO Expert

Having someone on your team with SEO knowledge can make all the difference in ensuring accountability and alignment with your goals.

• Hire an SEO Specialist: If resources allow, consider hiring a full-time in-house SEO expert or a part-time consultant. Their primary role will be to vet agency work, monitor performance, and ensure deliverables align with your business objectives.
• Empower Existing Team Members: Alternatively, train a trusted team member in basic SEO principles. They don’t need to be an expert, but a foundational understanding will enable them to evaluate agency reports and ask the right questions.
• Use Them as a Liaison: An internal SEO specialist can act as a bridge between your business and the agency, ensuring clear communication and consistent progress.

Conclusion

Navigating the world of SEO can be challenging, especially when you’re unsure if your agency is truly delivering value. From mismatched expectations to outright dubious practices, many business owners and marketers find themselves frustrated and wondering if they’re getting what they paid for.

But it doesn’t have to be this way. By understanding the common red flags, securing control over your digital assets, and seeking reliable expertise, you can take back control of your SEO investment and ensure your business is set up for long-term success.

If you’re still in doubt about your current SEO agency or provider, don’t hesitate to take the next step. First Page is a SEO agency who specialises in transparent, results-driven SEO strategies tailored to your business goals. We’re here to help you uncover the truth, audit your existing efforts, and create a plan that works. All at a fair and transparent price for SEO services. Moreover, we have a proven track record of helping websites recover from drops in their SEO rankings.

Contact First Page today to get the clarity you need and the results you deserve. Let’s work together to make your SEO investment count.