Evaluating An SEO Agency: How To Tell Signal From Smoke

As a business owner, you know the value of search engine optimization (SEO). However, because there are so many elements to effective SEO marketing, it can feel overwhelming to handle them all yourself. Instead, it’s better to outsource to a professional SEO agency that knows what it’s doing so you can focus on other matters of your operations. Unfortunately, though, not all agencies are the same. Some of them may be showing SEO red flags that illustrate they don’t know how to get your business to the top ranking.

But how can you be sure you’re working with the best? Evaluating an SEO agency doesn’t have to be complicated. Once you know the signs, you can compare different companies quickly and effectively. For example, if an agency uses complex jargon and doesn’t offer real-world case studies for its work, it will likely not boost your online profile as much as you’d like.

So, with that in mind, let’s break down the various ways you can separate signal from smoke when evaluating an SEO agency.

Blowing Smoke – What to Avoid in SEO

While it’s not necessarily wrong for an SEO agency to push hard when selling its services, sometimes they can bend or twist the truth to get you to sign up. Typically, what happens is that the agency uses outdated or unproven techniques without the hard data to back up its claims. 

Here are some common SEO red flags to watch out for when listening to a sales pitch.

• Proven Track Record – Almost all agencies will say their strategies are “proven” to work. The problem with this claim is that Google algorithm updates happen all the time. So, what may work today might not deliver the same results tomorrow. So, it’s always crucial to find out how recently the agency’s strategies were “proven.” If they worked two years ago, chances are they won’t do much for your brand now.
• Guaranteed Ranking – These days, there’s only one way to “guarantee” a top spot on Google, and that’s with paid ads. While paid advertising is a valuable tool, it’s not a comprehensive SEO strategy. If an agency guarantees higher rankings organically, that’s a huge red flag. With so much competition and algorithm updates, nothing is guaranteed.
• Insider Information – All professional marketers know that Google is notoriously tight-lipped about its algorithm updates. Even when the search engine announces a new update, it’s very hush-hush about the specifics. Instead, marketers have to reverse-engineer the details based on how the update affects their rankings. So, if a marketing agency says it has the inside track on what Google is about to do, it’s flat-out lying.
• Complex Jargon – Do you know what a canonical tag is? What about FTP or CSS? Do you know the difference between black-hat and white-hat SEO? Don’t worry if you don’t know these terms, as a reputable SEO agency should explain them or use simpler messaging to help you understand what they’re doing. Many agencies throw jargon around to sound professional and experienced, but this tactic means nothing if it doesn’t help you reach your goals.

Positive Signals – What Makes a Good Agency

Knowing the various SEO red flags is just one part of the evaluation process. What are some positive indicators that an SEO agency has your best interests in mind and the expertise to deliver results? Here are some excellent options:

• Understands Your Business – One of the best ways to search for SEO agencies is to look for companies that have worked with brands similar to yours. For example, if you’re running a cosmetic e-commerce brand, you may want to partner with an agency that has helped other cosmetic companies thrive. However, any reputable agency will try to learn as much about your business as possible before setting up a contract. This means asking questions about your operations, customer base, goals, limitations (i.e., budget), and more.
• Breaks Down the SEO Process – You may already know some of the common methods of search engine optimization, such as keyword research, meta descriptions, and title tags. However, an SEO agency should still walk you through every step of their marketing process so you know exactly what they’re doing and why they’re doing it. The agency may also seek feedback to understand which SEO elements matter most to you to create a comprehensive customized solution.
• Focused on Your Goals – Many SEO agencies focus on metrics that make them look good, like followers, site traffic, and bounce rates. While these metrics can seem like progress on the surface, they often don’t translate to significant sales. Instead, a reputable agency will align its methods with your specific goals, such as revenue-driven KPIs like conversion and retention rates.
• Proven Case Studies – Unfortunately, it’s easy for an SEO agency to create a case study from thin air. Instead, you want actual results from legitimate references. If you can’t contact previous clients to ask them about the agency’s practices, that’s a huge red flag.

The CSP Way

SEO is a valuable marketing tactic that can boost your brand’s presence online and help you capture more business. However, you need to work with a company that knows the various SEO pitfalls and knows how to overcome them.

At CSP, we take a customer-first approach. Rather than telling you what you need to do, we evaluate where you’re at and what you’ve been doing and identify areas that can be improved. No one knows your business better than you, so you should work with an agency that understands that. When you team up with an agency that takes the time to understand your goals and values, you’ll never walk alone.