1. They Guarantee Instant Results
If an SEO agency promises to get your website to the top of Google search results overnight, that’s a major red flag. SEO is a long-term strategy. It involves optimising content, building high-quality backlinks, and improving site performance over time. Search engines like Google constantly update their algorithms, and climbing the ranks requires patience and consistent effort.
Why It’s a Problem: Fast results often involve “black hat” techniques like keyword stuffing, buying links, or spamming, which can lead to penalties from search engines. A good SEO agency will set realistic expectations and work with you to achieve sustainable growth.
2. They Use Vague or Overly Technical Language
A bad SEO agency will often hide behind technical jargon or make their services sound more complicated than they are. If an agency can’t explain their strategies in clear, simple terms, that’s a warning sign. They might be trying to confuse you into thinking they’re doing more than they actually are.
What to Look For Instead: A reputable agency should be able to break down their strategies and explain how each step will benefit your business. They should also be open to answering any questions you have about their methods.
3. Lack of Transparency in Their Strategies
An SEO agency that isn’t upfront about their tactics is likely hiding something. If they refuse to share details about how they plan to improve your rankings or don’t provide regular updates, it’s a sign that they might be using questionable practices.
Why It’s a Problem: Hidden tactics usually involve black-hat SEO, which can result in your website being penalised or even banned from search engines. A trustworthy agency will be completely transparent about their approach and keep you informed about the progress.
4. They Focus Only on Keyword Rankings
While ranking for specific keywords is an important part of SEO, it shouldn’t be the only focus. A bad SEO agency will obsess over keyword rankings and ignore other crucial aspects like user experience, site performance, or content quality.
What to Look For Instead: A good agency will take a holistic approach, considering factors like on-page SEO, content marketing, link building, and technical optimisation. They’ll also track metrics like organic traffic, conversion rates, and user engagement, rather than just keyword positions.
5. They Build Low-Quality or Spammy Backlinks
Backlinks are a significant ranking factor for search engines, but not all links are created equal. Some SEO agencies will try to game the system by building large numbers of low-quality or spammy backlinks. This might give you a short-term boost, but it can backfire in the long run.
Why It’s a Problem: Search engines like Google can easily detect unnatural link-building patterns. If they find that your site is associated with spammy links, they can penalise or deindex your site, causing a drastic drop in rankings and traffic.
Red Flag: If an agency talks about getting you hundreds of links quickly without mentioning the quality or relevance of those links, it’s time to walk away.
6. No Custom Strategy for Your Business
Every business is different, and so are its SEO needs. A bad agency will use a one-size-fits-all strategy, applying the same tactics across all clients without considering the specifics of your industry, target audience, or competition.
What to Look For Instead: A quality SEO agency will take the time to understand your business, your market, and your goals. They’ll develop a custom strategy tailored to your specific needs and adjust it as they analyse the data and results.
7. They Don’t Provide Clear Reporting
Reporting is essential in SEO to measure the effectiveness of the strategies being used. A bad agency will either provide little to no reports or deliver confusing ones that don’t clearly show what’s working and what isn’t.
Red Flag: Watch out for agencies that focus on “vanity metrics” like impressions or clicks without tying them back to tangible business outcomes, such as conversions, leads, or sales.
What to Look For Instead: A good agency will provide regular, detailed reports showing key metrics like organic traffic, rankings, bounce rates, conversions, and the specific work they’ve done. They’ll explain the results in a way that makes sense to you and adjust their strategies based on the data.
8. They Use Black Hat Techniques
Black hat SEO involves tactics that violate search engine guidelines, such as keyword stuffing, hidden text, cloaking, or creating doorway pages. While these techniques might deliver short-term results, they can lead to severe penalties, including being removed from search results altogether.
Red Flag: If an agency mentions any of these tactics or is secretive about their methods, they’re probably using black hat SEO. This is risky and can do long-term damage to your website’s reputation.
9. They Don’t Show Any Work or Progress, But Keep Billing You
One of the clearest signs of a bad SEO agency is when they continuously charge you without showing any tangible work or progress. If months go by and you have yet to see any reports, updates, or changes to your website, there’s a strong chance they’re taking your money and doing little to nothing in return.
Red Flag: If you’re not receiving regular updates or evidence of ongoing work (like content creation, backlink reports, technical fixes, or strategy changes), it’s a huge warning sign. An agency that can’t clearly explain what they’ve done in the past month is likely not doing much at all.
What to Look For Instead: A reputable SEO agency will provide detailed monthly reports, regular strategy meetings, and clear communication about the work they’re doing. They’ll outline the tasks completed, the results achieved, and the next steps. Always ask for specific examples of their work if you feel left in the dark – a trustworthy agency will be happy to provide proof of their efforts.
A bad SEO agency can waste your time, drain your budget, and even harm your website’s reputation with search engines. Look for agencies that prioritise transparency, focus on quality over quantity, and understand that SEO is a long-term game. The right partner will work with you to develop a tailored strategy, keep you informed every step of the way, and use ethical tactics that deliver lasting results.
Remember, if an SEO agency’s offer sounds too good to be true, it probably is. Quality SEO takes time, effort, and a deep understanding of how search engines and user behaviour work. Choose wisely to ensure your business’s online success.
