Selecting an SEO agency can be difficult, particularly with the increasing number of “experts” entering the market. As a company that has been providing SEO services for almost 2 decades, we have seen our fair share of cowboys who promise the world but deliver very little! To help you avoid a hiring disaster, we’ve compiled a list of 15 warning signs that should have you running for the hills – or at least shutting your laptop on the sales call! If you don’t read on, it could cost you tens of thousands of dollars, not to mention setting your marketing success back months or even years.

Important Points

• Be wary of any agency that guarantees top Google rankings; this is an unrealistic promise.
• If the price seems too low, it probably isn’t real. When the price is low, it usually means the work is bad or has been cut back.
• One of the worst things about an SEO agency is that they don’t make it clear what services they offer or how much they cost.
• Look for a simple way to make plans, a strong portfolio with real results, and clear communication.
• Don’t do business with companies that claim to have special ties to Google or that use a lot of technical language without explaining what it means.

1. Unrealistic Promises and Guarantees

When you’re looking for an SEO agency, you’ll likely hear a lot of big claims. Some might promise you the top spot on Google overnight or guarantee specific ranking positions. Be very wary of any agency that makes such bold assurances. The truth is, search engine rankings are influenced by countless factors, many of which are outside of an agency’s direct control, like algorithm updates and competitor activity.

Real SEO experts know that they need to work hard and put in the time every day to see results. They don’t look for quick fixes; instead, they set long-term goals that help them make steady progress. If a company “promises” you the top spot, they are kidding themselves, or even worse, lying to get your business. It’s important to keep in mind that SEO is always changing, so anyone who claims to have a secret formula is simply not telling you the truth.

Here are some things to watch out for:

Guaranteed Rankings: No one can really promise a certain rank. Search engines are complex beasts and change frequently.

Immediate Results: Sustainable SEO takes time. Expecting overnight success is unrealistic and often a sign of a less reputable approach.

2. Low Prices

When you see an SEO agency advertising incredibly low prices, it’s natural to be drawn in. Who wouldn’t want to save money? However, in the world of search engine optimisation, exceptionally cheap rates often signal a compromise in quality or a lack of genuine effort. Genuine SEO requires significant time, skill, and resources, and agencies that charge very little may be cutting corners in ways that won’t benefit your business.

Think about what goes into effective SEO. It involves in-depth keyword research, creating high-quality content, technical website audits, building reputable backlinks, and ongoing analysis. If an agency is charging a fraction of what others do, you have to ask yourself where that saving comes from. Are they using automated tools excessively? Are they outsourcing the work to less experienced individuals? Or are they simply dedicating minimal time to your account, leading to rushed, ineffective strategies?

If the prices seem too low, you might be giving up the following:

• Quality of Work: Lower costs often mean less time spent on research, strategy development, and content creation.
• Expertise: Agencies with very low rates may not employ seasoned SEO professionals.
• Personalised Strategy: A one-size-fits-all approach is more common when budgets are extremely tight, rather than a strategy tailored to your specific business.
• Reporting and Communication: If you choose a cheap option, reporting might be a lot less detailed, and communication intermittent at best.

While it’s tempting to go for the cheapest option, remember that SEO is an investment in your business’s online visibility and growth. A low price might seem appealing initially, but it can lead to wasted money and poor results in the long run. It’s far more beneficial to invest in an agency that can demonstrate a clear understanding of value and deliver tangible outcomes, even if their rates are higher.

3. Vague descriptions of services

When you’re looking for an SEO agency, you want to know exactly what you’re paying for. If they can’t clearly explain the services they provide, that’s a big red flag. A reputable agency will break down their strategies into understandable terms. They should be able to tell you what they’re going to do, why they’re doing it, and how it benefits your business.

Beware of agencies that use a lot of jargon or buzzwords without offering concrete explanations. For instance, they might talk about “optimising your robots.txt” or “XML sitemaps” without explaining what those mean for your website’s visibility. If you find yourself nodding along without truly grasping the process, it’s a sign they might not be as transparent as they should be.

Be careful of these things:

• Too much technical language: They don’t bother to explain words you don’t know.
• Generic packages: They don’t consider what your business needs and instead market their services as a solution that works for everyone.
• Not being specific: They talk about their services in vague terms, like “improving your search rankings,” without explaining how they do it.

If an agency can’t explain how it works to you in a way that makes sense, they might not fully understand it themselves or they might be hiding the fact that they don’t have any substance.

You are hiring them because they have worked in this field before. You don’t need a degree in digital marketing to get what they mean. It’s usually best to go somewhere else if they can’t explain their plan clearly.

4. Prices that aren’t clear

It’s important to know exactly what you’re paying for when you hire SEO services for your business in Melbourne. A good agency will be clear and honest about how they charge. If a company doesn’t want to talk about the details of their fees, uses vague language, or avoids talking about costs, that’s a big red flag. You should never have to guess how much something costs or what you’re getting.

This lack of clarity could hide a lot of problems, like high costs for services you need and fees that will show up later. A good company will give you a clear breakdown of their fees and show you how each service helps you reach your overall goals. They should be able to give you a short quote that says:

• The specific services included (e.g., keyword research, content creation, link building, technical audits).
• The expected duration of these services.
• Any additional costs or potential expenses.
• The payment schedule and terms.

Some agencies may offer different ways to pay, such as hourly rates, project-based fees, or monthly retainers. Even though everyone has a role, it’s important that everyone knows what it is. A project-based charge, for instance, should spell out what the job is and what the deliverables are. A price per hour should say how long the job will take. A monthly retainer should make it clear what needs to be done and what the expected results are.

Stay away from agencies that give you a single price for everything without telling you what it includes. This usually means that they don’t know how to tailor their service to your specific business needs. A clear, itemised cost structure should show the personalised plan that is worth something.

5. Lack Of Termination Clauses

When you’re looking to improve your business’s online presence, you want to feel secure in your agreements. A significant red flag is an SEO agency that doesn’t include clear termination clauses in their contracts. This lack of an exit strategy can leave your business locked into a service that isn’t delivering results or doesn’t align with your evolving needs.

Think about it: any professional service provider should be confident enough in their work to allow for a fair exit. If an agency is hesitant to discuss how you can end the contract if things aren’t working out, it suggests they might be relying on inertia rather than performance to keep your business. This isn’t a partnership; it’s a potential trap.

Here are some reasons why a termination clause is important:

• Flexibility: Business needs change. You might pivot your strategy, merge with another company, or simply find the service isn’t a good fit. A termination clause allows you to adapt without undue penalty.
• Accountability: It holds the agency accountable for their performance. If they’re not meeting agreed-upon benchmarks, you have a defined way to disengage.
• Risk Mitigation: It protects your business from being tied to a contract that becomes detrimental, saving you time, money, and frustration.

A reputable agency will welcome a discussion about termination, outlining reasonable notice periods and any final deliverables. They understand that a satisfied client is one who chooses to stay, not one who has to.

A contract should be a framework for a successful partnership, not a cage. If an agency avoids discussing how you can leave, it’s a strong signal that they might not be focused on your long-term success.

6. Long-Term Contracts Without Flexibility

When you’re looking for an SEO agency, you’ll often see contracts that lock you in for a significant period. While it’s true that effective SEO takes time – typically three to six months to see meaningful progress – a rigid, inflexible contract can be a major red flag.

A good agency understands that business needs can change, and their contracts should reflect that. You should be wary of agreements that offer no room for adjustment or a clear path to exit if the partnership isn’t working.

Here are some things to look out for:

Unreasonable Lock-in Periods: A 6- or 12-month commitment might be fair if you think SEO will work, but be careful if they want you to commit for a long time without clear performance requirements.

No Performance Clauses: The contract should include terms that are linked to clear, measurable outcomes. That’s a problem if it’s just a general promise with no way to see how well it’s doing in relation to set goals.

Penalties for Ending a Contract Early: It’s normal for companies to charge fees for ending a contract early, but if the fees are too high, it could mean that the agency doesn’t trust its ability to keep clients based on performance alone.

Keep in mind that SEO is an ongoing process and that your business needs may change. A contract that is too strict may make it harder for you to switch providers or make changes if the service isn’t up to par. In the long run, this might cost you more.

Find agencies that offer a commitment period long enough for SEO to work and built-in flexibility, as well as clear terms for review and changes in the future. This shows that they believe in their ability to deliver and want to work with you for a long time, not just once.

7. Mass-Produced Approach

You’ve probably seen it before: an agency that seems to have a one-size-fits-all strategy for every client. They talk about their ‘proprietary system’ or ‘unique methodology’, but what they’re really doing is applying the same generic tactics to everyone. This approach rarely leads to genuine, tailored success for your Melbourne business.

Think about it. Your business isn’t the same as the one down the street or across town. You have unique goals, a specific audience, and your own set of challenges. An agency that doesn’t take the time to understand these nuances is likely just going through the motions. They might be using a template for keyword research, a standard process for link building, and a generic reporting format. While some elements might be effective, it’s unlikely to be the optimal strategy for your specific situation.

Here’s what a mass-produced approach often looks like:

• Generic Keyword Targeting: Focusing on broad, highly competitive keywords instead of niche terms that could bring in more qualified leads.
• Standardised Content Creation: Producing content that doesn’t deeply reflect your brand voice or address your specific customer pain points.
• Automated Link Building: Relying on bulk link acquisition methods that can sometimes be risky and don’t build meaningful relationships.
• Cookie-Cutter Reporting: Providing reports that look the same for every client, without highlighting what’s truly unique or impactful for your business.

A good SEO company will act like your business is its own. They will look into things a lot, ask smart questions, and make a plan that works for your specific goals and the state of your competition.

8. Refusal To Explain Services

When you’re looking for an SEO agency, you want to feel confident that they know what they’re doing. A big part of that confidence comes from them being able to explain their strategies and actions in a way you can understand. If an agency uses a lot of jargon, or worse, avoids explaining what they’re actually doing for your business, that’s a major red flag.

A good SEO provider will be able to break down complex SEO tasks into simple terms. Think about it: if they can’t explain their own work clearly, how can you trust them to get the results you need? It’s like taking your car to a mechanic who just says, “We fixed the thingy.” You’d want to know what “thingy” was and how they fixed it, right?

Here are a few things to watch out for:

• Excessive Jargon: They use terms like “optimising canonical tags” or “implementing schema markup” without explaining what those mean for your business’s online presence.
• Vague Answers: When you ask “What did you do last month?” or “Why did you change this on my website?”, you get answers like “We worked on your rankings” or “It’s a technical adjustment.”
• Resistance to Questions: They seem annoyed or dismissive when you ask for clarification, suggesting you shouldn’t need to know the details.

If an agency can’t explain what they do in plain English, it suggests they either don’t fully understand it themselves or they’re trying to hide something. You’re paying for their expertise, so you deserve clear communication.

For example, instead of saying they’re “optimising your robots.txt file,” a good agency might say, “We’re adjusting the instructions for search engines so they can crawl your website more efficiently, helping them find and index your important pages.” This tells you the ‘what’ and the ‘why’ in a way that makes sense for your business goals.

Additional comment from Elliot: Note, even the best SEO agencies (cough cough, us) are so comfortable with the technical lingo that we forget others aren’t. Apologies to all our clients when we’ve failed to say something in layman’s terms. Whenever that happens, please call us out, so we can re-explain in a more understandable way :)

9. Poor Communication

When you’re looking for an SEO agency, how they talk to you is a big deal. If you can’t get straight answers or feel like you’re being kept in the dark, that’s a major warning sign. It’s not just about getting updates; it’s about feeling understood and confident in the process.

Think about it: you’re entrusting them with your business’s online presence. You should feel reassured, not confused or ignored. Do they respond promptly to your questions? Do they explain things clearly, without making you feel like you should already know the technical stuff? If they’re vague or dismissive when you ask for details, it suggests they might not be transparent about their methods or, worse, might not have a solid strategy tailored to your needs.

Here’s what good communication looks like:

• Clear Project Scope: They should clearly outline what they’ll do and what success looks like.
• Regular Check-ins: Consistent meetings (weekly or bi-weekly) to discuss progress, address issues, and align strategies.
• Openness to Feedback: They should welcome your input and be adaptable.
• Transparent Reporting: Providing detailed, understandable reports that show what’s been done and the impact.

If an agency avoids explaining their actions or makes you feel uncomfortable asking questions, it’s a strong indicator that they might not be the right fit. You’re paying for their expertise, so you deserve to understand how they’re working to achieve your goals.

10. Weak Portfolio

When you’re evaluating a potential SEO agency, pay close attention to their portfolio. A strong portfolio showcases tangible results and a history of success with diverse clients. If an agency struggles to present a compelling collection of past work, or if their examples are vague and lack specific metrics, it’s a significant red flag. You want to see clear evidence of how they’ve helped businesses like yours achieve their online goals.

Look for portfolios that detail:

• Specific improvements in search engine rankings for relevant keywords.
• Measurable increases in website traffic and user engagement.
• Demonstrable growth in leads or sales directly attributable to their SEO efforts.
• Case studies that explain the challenges faced and the strategies implemented.

If an agency’s portfolio is filled with generic statements or focuses only on vanity metrics, it suggests they might not be delivering real business value. It’s also worth noting if they can’t provide examples of work relevant to your industry or business size.

A lack of detailed case studies or client testimonials that offer specific, quantifiable achievements should raise concerns. It’s not enough for an agency to say they ‘improved rankings’; you need to see how much and for whom.

Be wary of agencies that can’t clearly articulate the impact of their work. Their portfolio should be a testament to their capabilities, not a collection of unanswered questions.

11. No Specific Results

When you’re talking to a potential SEO agency, you want to hear about concrete achievements. If they’re vague about what they’ve done for other businesses, that’s a big warning sign. They should be able to show you clear examples of how they’ve helped clients succeed. This isn’t just about saying ‘we improved rankings’; it’s about demonstrating tangible outcomes.

Think about what kind of results matter for your business. Are you looking for more website traffic, higher conversion rates, or increased sales? A good agency will discuss these goals with you and explain how they’ve achieved similar outcomes before. They might talk about:

• Percentage increases in organic traffic.
• Specific keyword ranking improvements that led to more business.
• Case studies detailing their work and the positive impact.

If an agency can’t give you exact numbers or detailed examples, it’s hard to know if they can really help you. Maybe they haven’t had much success to report, or they’re using strategies that don’t usually work. You should be able to see proof that the money you’re spending is making a difference.

Don’t hire agencies that only talk about rankings and not about traffic or conversions. If a term doesn’t bring in the right customers, a high ranking won’t help your business. The goal is to get people to click on a link and buy something, not just to click on it.

Don’t be scared to ask for more information. Tell them to go over a past campaign with you, going over the strategies, methods, and results that could be measured. If they seem unsure or give you vague answers, it might be time to find another agency that can clearly show that they can help your business reach its goals.

12. Overly Generic Praise

When you’re looking for an SEO agency, you’ll want to see proof of their success. But be wary if all they offer is vague praise or boasts about their ‘secret sauce’. Genuine SEO success is built on transparent strategies and measurable results, not mysterious formulas.

Many agencies might claim they have a unique method or a special way of working with search engines. They might talk about proprietary systems or a ‘proprietary methodology’. But in reality, good SEO is a process. It involves tried-and-tested techniques that have a proven impact. If an agency can’t clearly explain what they do and why it works, it’s a significant red flag.

Here’s what to watch out for:

• Vague claims of success: Statements like “we get great results” without specific examples or data.
• “Secret Sauce” or “Proprietary Systems”: An insistence that their methods are unique and can’t be explained.
• Focus on non-specific keywords: They might highlight rankings for obscure terms that don’t actually drive business.

If an agency can’t articulate their strategy in a way you understand, or if they rely on buzzwords instead of clear explanations, it’s a sign they might not have a solid grasp of SEO themselves, or they’re trying to hide a lack of real progress. You’re paying for a service, and you deserve to know exactly what that service entails and how it’s benefiting your business.

13. Cold Calling

You’ve likely received them – those unsolicited calls or emails from a digital marketing agency you’ve never heard of, often starting with a generic line about ‘improving your Google ranking’. While not every agency that cold calls is disreputable, it’s a significant warning sign you should pay close attention to.

Think about it from a business perspective. If an agency’s own services were so effective and in demand, wouldn’t they be attracting clients organically through their own strong online presence and reputation? Relying on cold outreach suggests they might be struggling to generate leads through more sustainable, proven methods. If they can’t make their own website perform, how can you trust them to make yours perform?

Here’s what to consider when faced with an agency that uses cold calling:

• Their own online presence: Does their website look professional? Do they rank well for relevant terms? If their digital footprint is weak, it’s a poor reflection of their capabilities.
• The nature of their pitch: Are they offering specific insights into your business, or is it a generic, one-size-fits-all approach? Vague promises are a major red flag.
• Their business model: Agencies that heavily rely on cold calling may be more focused on acquiring new clients quickly rather than building long-term, successful partnerships.

While a cold call might occasionally lead to a genuine opportunity, it’s far more common for these approaches to be from less established or less effective agencies. It’s prudent to be highly skeptical and conduct thorough due diligence if an agency contacts you out of the blue with such a pitch.

14. “Special Relationships” With Google

You might hear some agencies boast about being a “Google Partner” or having a “special relationship” with Google. Let’s be clear: this often refers to Google Ads (formerly AdWords) qualifications, not SEO. Knowing how to run paid ad campaigns doesn’t automatically mean they understand the nuances of organic search engine optimisation.

Google doesn’t offer a specific SEO certification. While being a Google Ads partner shows proficiency in their advertising platform, it’s a separate skill set from organic SEO. An agency claiming this as a primary credential for their SEO services might be trying to impress you with something that isn’t directly relevant to improving your website’s natural search rankings.

Think of it this way:

• Google Ads Partner: Qualified to manage paid advertising campaigns on Google.
• SEO Expert: Understands how search engines like Google rank websites organically.

These are distinct disciplines. A genuine SEO agency will focus on strategies that improve your site’s visibility in unpaid search results, which involves a deep understanding of search engine algorithms, user behaviour, and content strategy. They won’t rely on a badge that signifies proficiency in a different area.

Be wary if an agency heavily promotes their Google Ads partnership as their main qualification for SEO. It’s a sign they might not fully grasp or prioritise the complexities of organic search, or worse, they might be trying to confuse you into thinking their ad management skills translate directly to SEO success. Always ask for specifics about their organic SEO strategies and track record.

15. Not Keeping You In The Loop

A good SEO agency treats you like a partner, not just another client on a long list. If you find yourself constantly chasing them for updates, or if their reports are vague and infrequent, that’s a significant red flag. You should expect regular, clear communication about what’s happening with your SEO efforts.

Think about it: digital marketing moves fast. Unexpected changes can happen, new opportunities can pop up, or issues might need immediate attention. If your agency isn’t keeping you informed about these developments, they might be too busy, too disorganised, or simply not prioritising your business. This lack of transparency can lead to missed opportunities and a feeling of being left behind.

Here’s what you should look for in terms of communication:

• Regular Updates: Whether it’s weekly or bi-weekly, there should be a consistent schedule for updates. This could be a quick email, a brief call, or a more detailed report.
• Clear Reporting: Reports shouldn’t just be a wall of numbers. They should explain what the data means, what actions were taken, and what the expected outcomes are.
• Proactive Communication: A great agency won’t wait for you to ask. They’ll reach out to discuss significant changes, potential issues, or new strategies.
• Accessibility: You should be able to reach someone on your account when you have questions or concerns, without excessive delays.

When an agency is open about their process and progress, it builds trust. You can better understand the value they’re providing and how their work aligns with your business goals. If they’re not sharing this information, it’s hard to know if your investment is actually working for you.

After reading the list of warning signs, you should now have a better idea of how to avoid choosing a bad SEO company, which by extension should help you choose the best SEO company for your brand’s needs. There are no magic tricks involved in successful SEO. It’s all about having a good plan, being honest, and getting real results. Knowing what to look for in a partner is a big step that gives you an edge, so let’s hope you can now find someone who can really help your business grow!