SEO is undoubtedly the hardest internet marketing channel to determine the success of. One of the reasons, as we cover in our SEO section, is that the job is basically a laundry list of hundreds (if not thousands) of different tasks. These tasks are prioritized in a way to have the maximum possible effect, but it’s often VERY confusing to clients what is actually going on.
Transparency is the key
This brings us to the biggest indicator of what a good SEO looks like: transparency. Simply put, bad SEOs don’t want to show you what’s going on behind the hood. Up to this point, we’ve only done word-of-mouth marketing because we believe that’s the most transparent and honest way of gaining clients. Do a good job, the client tells their friends and everyone wins. Bad SEOs don’t play like this because they don’t get results.
In regards to transparency, bad SEOs will often not send out monthly reports. Let’s make this crystal clear: If an SEO is not sending out monthly reports, you need to dump them immediately. Request a report if you wish and see what their response is, but this is the biggest red flag we see. If they’re too afraid to show you the results; run for the hills.
The Breakdown
A good SEO will:
Send monthly reports
Not leave emails unanswered
Come to you through word of mouth marketing or a recommendation (or sometimes just really good reviews, though those are easily manipulatable)
Request a monthly call to review the report together
The really, really good ones will:
Be able to tell you what to expect in the upcoming 1-3 months (this is due to a ‘lag’ period where tasks we do today take 1-3 months to have an effect)
Ask you about your success metrics: revenue, conversion rate, etc.
Give you homework to help out with SEO efforts. There are some tasks that SEOs can’t do as well as a company such as Google My Business postings, garnering reviews and establishing connections with local businesses and chambers of commerce.
Need more warning signs of a bad SEO? Aside from a lack of transparency, watch these red flags:
If they cold called/cold emailed you or claimed to be referenced by someone (I.E. “I was referenced by your head of marketing), then that’s a huge red flag that they might be vulturing you. Avoid poachers at all costs.
If they instantly bad mouth any other marketers and seem “defensive” then that can be a warning sign, though good SEOs have to do this to some degree to combat vultures.
If the tracking goes out for an extended period of time (3+ weeks is certainly plenty) without a notice then that' shows that they probably aren’t looking at the account
If you ask them what they did for the month and they just mention a ton of “analysis and reports” then that’s a red flag. Actual SEOs need to execute on their findings every single month.
Watch for bad contracts that tie you in for a long time. Good SEOs will typically have month-to-month contracts with opt-outs at any time or, at worst, a 3-month contract. 3-month contracts are fine because it generally takes 3+ months to see movement.
Help, I Need Guidance!
The world of Search Engine Optimization is incredibly challenging for businesses to navigate due to a wealth of bad players and a general lack of understanding that opens the door for manipulation. If you need guidance on finding a good SEO then reach out to us. If we don’t have someone in network available, we can certainly reach out to agencies and top freelancers as many of us know one another.
And if you get scammed: don’t fret. Every single client we currently have was scammed in the past and had horror stories of their first experience with an SEO. It happens.. to almost everyone. This industry is 95% bad and 5% excellent, and once you find someone in the 5% it’s much easier to find the rest.
Stay safe and happy marketing!