How can you tell if your SEO agency is ripping you off?
If you’re working with an SEO company and you’re not sure whether they’re doing a good job or just wasting your budget, there are several warning signs to pay attention to. These include guaranteed rankings, promises of quick results, poor communication, unclear reporting, or suspicious backlink strategies. Many businesses in the UK have signed up for SEO services that sounded good but delivered very little. A reliable SEO agency will always show exactly what they’re doing, explain how their actions help your business, and provide results that connect directly to your goals like increased visibility, conversions, and qualified leads.
Here's What We Have Covered In This Article
Common warning signs of an untrustworthy SEO company
Can any SEO agency guarantee rankings on Google?
No. Rankings depend on multiple algorithmic factors including domain authority, content relevance, user behaviour signals, and technical SEO elements. Any company offering guaranteed number one positions is misleading you. Even the best agencies cannot predict search engine results with certainty. Instead, they should focus on building long term growth through sustainable on page SEO, quality content, and ethical link acquisition.
Are fast SEO results realistic?
Results from organic SEO take time. It requires proper keyword research, content mapping, technical site improvements, and link building over weeks or months. Agencies that claim rapid improvements often rely on paid search or shortcuts that may breach Google’s webmaster guidelines. Look for steady and sustainable progress rather than dramatic overnight changes.
Is transparency important in SEO services?
Yes. You should be able to see what’s being worked on and why. A reputable SEO provider will clearly explain tasks like optimising metadata, fixing crawl errors, improving site architecture, or implementing schema markup. Agencies that mention secret techniques or refuse to detail their approach usually rely on tactics that could put your site at risk.
Pro Tip : Always own your analytics tools. Make sure your business retains access to Google Search Console and Analytics so you can verify SEO work independently.
Compare Our Work with Your Current SEO
No jargon. No sales pitch. Just a side-by-side look at what you’re getting vs. what you should expect.
What if communication is inconsistent or vague?
If you struggle to get timely answers or only hear from the agency during invoicing, that’s a red flag. Good agencies provide scheduled updates with metrics such as organic impressions, keyword movement, page performance, and user engagement. Clear communication builds trust and ensures accountability.
Should you check an SEO company’s own website?
Absolutely. If their site doesn’t rank for any competitive terms, lacks technical optimisation, or is poorly structured, it raises questions about their capabilities. Use tools like Google PageSpeed Insights and Ahrefs to assess their search visibility and site quality.
Do too many backlinks cause problems?
Not all backlinks are helpful. Search engines evaluate link quality based on authority, relevance, and context. A spike in low quality backlinks from unrelated directories or blog networks can trigger spam signals and damage rankings. Effective link building includes earning mentions from trusted publications, niche relevant blogs, and respected industry directories.
Why are detailed reports necessary?
You need clear monthly reports that show changes in keyword rankings, technical audit scores, backlink profile updates, and traffic patterns. Reports should include analysis and next steps, not just a list of numbers. If your agency cannot show evidence of work, ask for a review or second opinion.
What are negative SEO practices?
Some agencies engage in damaging practices like link spamming competitors, duplicating content across domains, or flooding forums with keyword stuffed comments. These tactics are unethical and often flagged by search engines. A reliable agency improves your domain trust without hurting others.
Why should SEO focus on conversions, not just traffic?
Large traffic numbers mean little without meaningful actions. If your agency only focuses on increasing visits without improving bounce rate, time on page, or conversion rate, you won’t see business growth. SEO should support actual outcomes like quote requests, purchases, or inbound calls.
Pro Tip: Avoid long contracts. Start with a short-term agreement or trial period. This gives you time to assess performance without long-term commitment.
What does a proper SEO plan include?
Every SEO strategy should begin with a technical site audit, followed by keyword mapping, competitor benchmarking, content planning, and link strategy. The plan should be tailored to your market, objectives, and website structure. If your agency cannot explain their plan or how it evolves over time, that’s a warning.
Why do clients see better results after switching SEO agencies?
“I left another agency and finally got results. Within a few months, my traffic increased, my rankings improved, and I received detailed reports showing progress and next steps.”
Many UK businesses have similar stories. Once you switch to an agency that prioritises transparency, ethical practices, and commercial outcomes, the improvements are clear.
How to protect yourself from poor SEO services
How can you verify an SEO agency’s reliability?
Look for client reviews on platforms like Clutch, Trustpilot, and Google. Speak with other business owners in your network. Check their case studies, certifications, and whether they’ve delivered consistent results for similar types of businesses in the UK.
What should you ask for before signing up?
Ask to see detailed examples of past results. Check for improvements in keyword rankings, growth in search traffic, and better conversion metrics. Case studies should include metrics from Google Analytics or Search Console.
Not sure your SEO is working?
Request a free technical SEO audit and see what your current agency might be missing.
Why is checking their website performance important?
Their website reflects their SEO ability. If they have slow page speeds, missing metadata, or poor structure, this reflects the quality of their technical SEO services. Use their own domain as a benchmark.
How can you track progress independently?
Set up Google Search Console and Google Analytics. Monitor your keyword performance, crawl coverage, indexed pages, and goal completions. Use this data to compare with the reports your agency provides.
What should be included in your contract?
Contracts should define services such as technical audits, content production, on page SEO tasks, and backlink outreach. Ensure reporting frequency and performance goals are written clearly. Avoid long lock in periods without results based clauses.
What if something feels wrong?
If you constantly question the value you’re getting or if you’re being ignored, it may be time to look elsewhere. Trust your instincts and ask for a second opinion from another SEO professional.
Should you compare agencies before deciding?
Definitely. If you’re unsure about your current provider, ask us for a side by side comparison. We will review your analytics and search performance then compare it to what we would deliver. There’s no commitment, just a clear look at your options.
Ask us for a second opinion
You can request a transparent audit of your current SEO setup. We’ll provide detailed feedback and honest advice so you can decide what’s best for your business. You’ll find the contact form on our website.
