How to Choose an SEO Agency: 13 Red Flags to Watch For

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Selecting the right SEO agency is crucial for the success of your digital marketing efforts. However, not all agencies are created equal, and there are several red flags that can indicate a less-than-optimal partnership. Here are some key warning signs to watch for when evaluating potential SEO partners:

1. Limited Access to Strategists

If you only interact with salespeople and never meet any strategists during the sales process, it’s a significant red flag. Sales teams do not have the technical knowledge or strategic insight required to fully understand your needs and propose effective solutions. Ensure you have the opportunity to speak directly with experts at the agency during the sales process.

2. Uncertainty About Your Account Team

If salespeople cannot tell you who will be working on your account, it’s a red flag. Knowing your account team is essential for building a strong, trusting relationship. You should have a clear understanding of the experience and expertise of the individuals managing your SEO strategy BEFORE you sign, and you have every right to know who they are, and even speak to them directly. If the salesperson says, “We won’t know who your team will be until you sign.” or something similar, that likely means the “agency” is just a shell and there is no team. They’ll be shuttling your work off to a few cheap TBD freelancers while the “agency” skims a profit.

3. Fixed-Price Packages

Be wary of agencies that sell fixed-price “SEO packages.” SEO is not a one-size-fits-all service; it requires a customized approach tailored to your specific business needs. Packages that offer a set number of services at a fixed price often lack the flexibility to address unique challenges and opportunities. Additionally, it literally makes NO SENSE for agencies to sell X number of keywords per month (e.g., “5 keywords, 5 pages per month”). What does that even mean? Each “page” might rank for hundreds of keyword variations. This is an agency that maybe understands page-by-page tactics, but is not thinking about your business goals, audiences, or much of anything else beyond keyword-stuffing a few pages on your website.

4. Pricing Based on Number of Pages

Agencies that calculate pricing based on the number of “pages” optimized per month are often more concerned with quantity than quality. SEO is about optimizing the entire site’s performance and aligning with broader business goals, not just cranking out content or tweaks on a set number of pages. Signing with an agency selling “pages” increases the probability that you’re going to be told that anything else you might need done during the SEO campaign is “out of scope”.

5. Generic Roadmaps

If an agency provides a generic roadmap without true insights into your current issues or potential solutions, it indicates a lack of in-depth understanding of your business. Effective SEO strategies should be based on a thorough audit and tailored to address specific challenges and leverage opportunities unique to your industry and market. “Example roadmaps” often become the real roadmaps.

6. Guaranteed Results or Rankings

Beware of agencies that guarantee specific results or rankings. SEO is influenced by numerous factors, many of which are beyond the control of any agency. Guarantees often indicate a lack of transparency and a potential for using unethical tactics that could harm your site’s long-term performance. An agency that explains that results are not guaranteed and offers conservative projections is the one telling the truth. Don’t fall for “We’ll get you ranking #1!” messaging.

7. Rush to Close the Sale

High-pressure sales tactics and a rush to close the sale on the first conversation suggest the agency is more interested in hitting their sales targets than in understanding and meeting your needs. A good agency will take the time to understand your business, answer your questions, and develop a customized proposal. An agency with confidence in their strategy and services should encourage you to shop around because they know you won’t find a better provider.

8. Lack of Transparency

Transparency is critical in any business relationship. If an agency is vague about their processes, methodologies, or pricing, it’s a warning sign. You should have a clear understanding of what services you are paying for, how they will be executed, and how success will be measured. That said, it is impossible for an agency to know EXACTLY what the deliverables will be each month until the project is started and there have been several conversations about strategy and resources. Don’t get too hung up on the details. Project roadmaps ALWAYS change once the campaign starts.

9. Limited Ongoing Communication Plan

Effective SEO requires ongoing communication and collaboration. If an agency does not outline a plan for regular updates, meetings, and reporting, it may indicate a lack of commitment to maintaining an open and transparent relationship. If their plan is to talk to you once a month, they are not interested in being a true strategic partner. Real collaboration requires frequent communication.

While link building is an important aspect of SEO, an overemphasis on this alone can be problematic. Effective SEO requires a balanced approach, including technical optimization, content strategy, and user experience improvements. Beware of agencies that focus too heavily on link building at the expense of other critical elements. Agencies often push more and more link building because, once an agency has link building mechanisms in place, it is easy to do, requires limited account management, and the profit margin is high.

11. Lack of Customization

If an agency offers the same strategy to every client, it’s a sign that they are not taking the time to understand your unique needs. Effective SEO strategies should be tailored to your specific business goals, industry, and competitive landscape. Admittedly, it is hard to know what they are selling to other clients, but if you’re talking about “SEO Packages”, example roadmaps, and other tactical details, it’s a sign that they are selling the same approach to everyone.

12. Keywords

If one of the first questions that a representative of the agency asks you is “What keywords do you want to rank for?”, it tells you two things. They have done zero research about you, and they are a “tactical SEO” agency, meaning – they do not understand SEO strategy or marketing. Keywords are building blocks, not strategy. When you hire an architect to design and plan the construction of your new home, the first question they ask isn’t “What kind of cinder blocks do you want in the foundation?”.

13. Rigid Process

While every agency should have some kind of process framework in place for communication, delivery of work, reporting, etc.., if they seem inflexible about these things from the start, it is going to be a problem when work starts. You should not being hearing “No” about using your preferred platform for communication, project management, file sharing, meeting schedules, communication cadence, etc. A collaborative agency should meet you where you are, and make things as easy as possible for you. If they are putting the burden on you to invent new processes for you company, they are not a good fit.

Choosing the right SEO agency requires careful consideration and due diligence. By being aware of these red flags, you can make a more informed decision and select a partner who will work collaboratively with you to achieve your business goals. At PivotFly, we prioritize transparency, customization, and strategic insight to ensure that our clients receive the highest quality service and results.

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