Is Your SEO Agency Giving You Value for Money? How to Find Out
SEO is one of the only services I can think of where businesses invest big chunks of cash every month without feeling confident about what they’re actually getting in return.
This blog is going to check out some red flags it’s worth investigating, why SEO reports don’t always tell the full story – and most importantly, help you work out whether your SEO service is helping you achieve your business goals.
Key takeaways
- Not all SEO services look the same.
- Good SEO often involves work you can’t see.
- Ask questions before assuming you’re being ripped off.
- The real SEO red flags to look out for.
- A good SEO provider should explain what they’re doing and why.
Am I getting ripped off by my SEO agency?
A real question a friend asked me recently.
SEO services and offers are something I’ve covered recently on LinkedIn – and something I want to address properly. I have had a couple of mildly ranty episodes after taking on new clients recently – this is true.
However, although there are some absolute grifters out there in the world of SEO, the same can be said of many industries.
My issue was not with the SEO industry and professionals at large, but instead just a good old baked-in sense of Yorkshire outrage when someone doesn’t get what they paid for – whatever that service might be.
And so… in answer to that question, I had to say:
“Maybe. But maybe not.”
Because different agencies have different packages. Some SEO services have a technical approach. Others – like mine – have copywriting and messaging at their core.
So the question isn’t about what is included in the service – it’s whether it’s helping you achieve your commercial goals.
What’s included in a good SEO service?
This is where things can become interesting.
On the one hand, there are some non-negotiables.
Before a strategy can kick off, there has to be an audit of your website for technical and on-page SEO issues – along with getting clear on what’s working well and what the priority actions are.
After that, a good SEO service should usually include:
- Understanding your commercial goals
- Keyword and search intent research
- Reviewing your existing content and website structure
- Making clear recommendations for improvement
- Monitoring Google Search Console and analytics data
- Reporting back on a regular basis
But not every SEO service will look the same – and that’s okay.
One provider might focus heavily on technical SEO. Another might offer strategy but not content writing. Another might include a backlink strategy and digital PR. Another might focus on website copy, content strategy and monthly blogs.
Every package doesn’t need to look the same.
But the one you’re paying for should be the right fit for your business, goals and where your website is at right now.
If you know what you’re getting, are happy with the cost, and can see results happening (even if you don’t really understand SEO) – brilliant.
Why it can be tough to judge your SEO service
First of all, let’s get it out there straight away.
There are LOADS of brilliant SEO superstars out there – from Nikki Pilkington and Alice Rowan to Mark Williams-Cook and Jack Chambers-Ward.
They are all over LinkedIn, offering excellent free advice and writing quality blogs to help business owners with their website SEO mission.
And, it’s important to say that SEO is 100% a service where loads of work is invisible and behind the scenes. It’s not a neat deliverable like a new website or a content campaign.
If you’ve seen me on my hobby horse about a handful of poor SEO peeps and have had a moment of panic – fear not.
Just because you can’t see exactly what’s happening behind the scenes, it doesn’t mean you’re getting ripped off. There may well be a hive of activity going on across analytics, on-page optimisation and long-term strategy.
But if you are worried, there are a few easy ways to investigate and feel more confident about your SEO service.
Worried about your SEO service? Don’t panic – check this list first.
If you’re not sure what you’re paying for – and what’s supposed to be happening in return – there could be a few things at play.
And one of those things might simply be not having enough information yet.
Easily solved (hopefully!).
Some of the things you might be a bit fuzzy on:
- Getting reports full of numbers – but you don’t really know what they mean. And don’t want to look stupid, so you don’t ask.
- Your traffic’s through the roof, which was the goal – but no change in enquiries, which is confusing.
- You saw the strategy when you signed up, but you’re not sure what’s happening with it right now.
- You know you pay a chunky invoice for SEO every month – but you can’t really explain what it’s for.
All normal. And all fixable.
You just need to ask a few questions. And no – you won’t look stupid.
- Can you outline what’s been done this month?
- Can we have a chat about the initial strategy and where we’re at?
- Can you give me an overview of what the data means on my report?
- What improvements did we see last month?
- What’s the focus for the next quarter?
Easy-peasy – and any good SEO agency will be happy to answer the questions and set your mind at rest. In fact, they’ll probably love the engagement and have a really useful chat with you.
You might find out that there’s a tonne of good stuff going on behind the scenes that just hadn’t been explained. Or that those reports were amazing and full of useful insights – but because they were confusing, you stopped opening the emails every month.
The strategy might have been implemented two months ago – and what’s called for is just a bit of time and patience to see the impact.
Whatever the outcome, it’s probably a sign that communication needs to improve. And your questions might give them the nudge they need.
SEO agency red flags to look out for
Like any industry, there are always a few grifters out there, happy to take your money and do the bare minimum (like bugger all) in return.
If you are worried, and you’ve tried to ask the questions in the previous section, then it might be worth taking a closer look at your SEO service and what you’re paying for.
There are a few red flags that need to be checked out:
- You get a screenshot or brief table of numbers that have no context, explanation or next steps.
- You don’t know what work has actually been completed – and it’s hard to get a direct answer.
- You’re paying for content to be written but your blogs are thin and straight from the mouth of ChatGPT.
- There is a focus on rankings but no discussion about enquiries, leads or commercial goals.
- Recommendations are vague, repetitive or never seem to turn into actions.
- Nobody can explain what is being worked on now and what will happen next.
- You’ve been promised overnight page-one rankings – or any sort of instant results.
- You’re paying for backlinks but have no idea where they’re coming from or whether they’re credible.
- Your website hasn’t changed in months but you’re paying for on-page optimisation.
- You feel silly asking questions because they use vague techy jargon in their answers.
A good SEO provider should be able to answer your questions in plain old normal English.
And remember – no SEO specialist is a magician.
- They can’t guarantee results.
- They can’t control Google updates.
- They can’t guarantee GEO visibility.
- They can’t make anything happen overnight.
But at the very least they should be able to show you what they’re doing, why it matters and what needs to happen next.
If they can’t, then yeah – that’s absolute red flag territory.
Not all SEO services are created equal – and that’s OK
This was never going to be an anti-industry SEO tirade. There are too many great professionals out there to do that.
Some services have more technical input and focus. Some are more content-focused. Some are all-rounders and some are specialists.
All good.
I’m not anti-SEO – I’m just anti-grifter.
Maybe you were worried about getting ripped off but actually just:
- Didn’t understand the strategy
- Didn’t understand the goals
- Didn’t have full visibility of work done and next steps planned
If you’ve read this and it prompts you to ask a few useful questions that make you feel a bit happier about what you’re paying for, then great stuff. Mission accomplished.
A rubbish service and rubbish communication are two different problems.
And one is easier to solve than the other!
Fancy a chat about your SEO and business goals?
I’m Victoria Burton, an SEO copywriter and content strategist helping businesses like yours get clear about what’s working on their website, what isn’t, and what needs to happen next.
I don’t get paid to write words – I get paid to help you achieve your goals.
Read more about my SEO content strategy service.
Think you might need an SEO audit?
If you’re paying for SEO and are still worried about what you’re getting in return, why not check out my website audit?
You’ll get a detailed picture, in plain English, of where your website is at right now – and how you can improve it.
And if you decide to sign up for my SEO services within 12 months, the cost of the audit is deducted from your first invoice.
