Hiring an SEO agency can feel like a leap of faith. You’re entrusting experts with your website, your traffic, and ultimately, your business growth. While many agencies provide excellent service, some use hype, empty guarantees, or questionable tactics to lure clients. Knowing the red flags can save you time, money, and potential penalties from search engines.
In this guide, we’ll cover what freelancers, business owners, and marketers should watch for before signing with an SEO agency, including unrealistic promises, lack of transparency, and signs of unethical strategies.
Empty Guarantees: Beware of “Quick Wins”
One of the most common red flags is an agency that promises impossible results:
- #1 Rankings in 30 Days: Google’s algorithm is complex, and no agency can guarantee exact rankings within a set timeframe.
- “We Solved the Google Algorithm”: SEO is constantly evolving. Agencies that claim to have a “magic formula” are likely overselling or using risky tactics.
Legitimate agencies focus on long-term, sustainable growth rather than quick fixes. For more on realistic SEO goals, check out Google’s Search Essentials.
Lack of Transparency
Transparency is key when working with an agency. Red flags include:
- Not sharing login credentials to analytics or Google Search Console.
- Refusing to provide reports or explain metrics.
- Vague descriptions of strategies and tactics.
A trustworthy agency will always give clients visibility into processes and methodology and explain how their work drives measurable results.
Black-Hat Tactics and Risky SEO
Some agencies use shortcuts to achieve rapid results, known as black-hat SEO. These tactics can result in penalties from search engines:
- Keyword stuffing, hidden text, or doorway pages.
- Low-quality link schemes or buying links.
- Automated content that doesn’t provide real value to users.
Avoid agencies that hint at “secret hacks” or guaranteed top rankings—they’re often cutting corners. Ahrefs’ Guide to SEO Link Building has tips on spotting safe, ethical link strategies.
Communication & Reporting
Red flags also appear in how an agency communicates:
- Missed deadlines or delayed responses.
- Vague progress updates without measurable KPIs.
- Refusal to adjust strategy based on performance.
Reliable agencies provide clear, frequent updates and explain what their reports and actions mean for your business.
Focus on Process and Strategy
Instead of asking for client results (which may be protected by NDAs), evaluate agencies on process and strategy:
- Do they clearly outline their SEO methodology?
- Can they explain their approach to technical SEO, content, and link building?
- Are they focused on sustainable, long-term growth rather than short-term gimmicks?
This ensures that even if they can’t share past client metrics, you can still gauge whether they operate ethically and strategically.
To make sure you’re asking the right questions and avoiding common pitfalls, use our SEO Agency Red Flags Checklist. This handy guide will help you evaluate any agency’s process, transparency, and strategy so you can make an informed decision.
FAQs
1. What are the main red flags of a bad SEO agency?
Empty guarantees, lack of transparency, risky tactics, poor communication, and vague methodology.
2. Can an SEO agency guarantee top rankings?
No. Search engines are complex and constantly changing. Agencies that guarantee exact rankings are making unrealistic claims.
3. How can I evaluate an SEO agency without client results?
Ask about their methodology, process for audits, content creation, link building, and reporting. Focus on transparency and ethical practices.
4. Are black-hat tactics always obvious?
Not always. Some agencies use subtle shortcuts that can still get your site penalized. Always ask about their approach to link building and content.
5. How do I know if an agency is focusing on long-term strategy?
They emphasize technical audits, quality content creation, ethical link building, clear reporting, and realistic growth projections.
Final Thoughts
Choosing the right SEO agency is critical. Red flags like empty guarantees, secret formulas, or poor communication can cost your business time, money, and online credibility. Prioritize transparency, ethical tactics, and clear methodology to get results that last. If you have questions about hiring an SEO agency or want guidance on evaluating proposals, don’t hesitate to contact Amanda for expert advice.