Are We Being Overcharged by Our SEO Agency? Is It Time to Find a New Provider?

Are We Getting What We Pay For with Our SEO Agency? Time for a Change?

As the marketing manager of a roofing company, I’ve had the opportunity to evaluate our current SEO agency’s performance, especially since they were engaged prior to my arrival. Recently, my analysis of our traffic patterns raised several red flags that made me question whether we’re truly getting our money’s worth. Here are the key issues I’ve identified:

1. Unexplained Traffic Spikes

One of the first things I noticed was a peculiar pattern in our organic and direct traffic reported by Google Analytics. We experienced noticeable spikes that don’t correlate with increased phone calls or lead submissions. Adding to the confusion, our Google Search Console doesn’t reflect this surge. It’s important to note that while Google Analytics reports traffic from various sources, a significant discrepancy remains. Over the past three months, we’ve recorded 13,000 users from organic traffic in GA, yet only 403 actual clicks in Google Search Console. This suggests that a mere 0.03% of our organic traffic is coming through Google, which raises serious concerns about the authenticity of these figures.

2. Indexed Page Discrepancies

The second issue lies in the number of pages being indexed. According to Google Search Console (GSC), we have only 43 pages indexed. However, our agency insists that over 400 pages are indexed and driving traffic, some of which seem completely unrelated to our business. For instance, we found pages linked to topics such as ‘divorce law,’ which clearly has no relevance to our roofing services. This type of reporting is not just inaccurate; it also makes me question the credibility of the agency’s work.

3. Limited Content Production

Lastly, despite the hefty fee of $5,000 a month, our agency produces only one blog post every quarter. They claim to utilize a proprietary AI tool that scans our website and our competitors’ sites to optimize our existing pages for better rankings. When I inquired about how we could expect to rank for new keywords and benefit from new indexing without producing fresh content, they assured me that their AI technology handles it all. However, I find this unsettling, as it implies that generating new, quality content—which is essential for SEO success—has become an “old school” approach.

What Next?

These anomalies have prompted me to contemplate the effectiveness of our current partnership. Are we truly receiving value from our seo agency, or is it time to explore other options? It might be wise to conduct further research, seek external consultations, or even consider a switch if we cannot find satisfactory answers. After all, investing in seo should yield measurable results and align closely with our business goals.

If you find yourself in a similar situation, it’s essential to question and analyze your seo efforts regularly. Your business deserves transparency, value, and genuine growth in the digital space.

Hubsadmin

2 responses to “Are We Being Overcharged by Our SEO Agency? Is It Time to Find a New Provider?”

  1. It’s great that you’ve taken the initiative to dive into your site’s analytics and question the effectiveness of your current SEO agency. There are a few points to consider that may help you evaluate whether your agency is truly delivering value, and ultimately, if it might be time for a switch.

    1. Analyzing Traffic Discrepancies

    The discrepancy you’re seeing between Google Analytics (GA) and Google Search Console (GSC) is indeed alarming. Here are a few steps you can take to investigate further:

    • Check GA Settings: Ensure that your GA tracking code is correctly implemented on every page of your site. Sometimes, issues in implementation can result in inflated traffic numbers.
    • Bot Traffic: High organic traffic spikes that don’t correlate with actual user engagement can sometimes be attributed to bot activity. Use analytics tools or filters to identify and filter out suspicious traffic.
    • Referrer Spam: This is another common issue that can inflate numbers in GA but not in GSC. This spam can create false impressions of traffic.

    Analyzing these factors will help clarify whether your traffic is genuine or artificially inflated, which is critical when evaluating the performance of your SEO agency.

    2. The Indexing Discrepancy

    You mentioned that GSC indicates only 43 indexed pages compared to the agency’s claim of 400. This is a significant red flag. Here’s what you can do:

    • Conduct a Content Audit: Use tools like Screaming Frog or Sitebulb to crawl your site and verify which pages are truly indexed. Compare this list with what’s reflected in GSC and the reports from your agency.
    • Disavow Unrelated Pages: If you find that irrelevant pages (like the divorce law pages) are indeed indexed, reach out to the agency for an explanation. It’s crucial for your brand to maintain a relevant and focused online presence.
    • Manual Index Checking: Use the URL Inspection tool in GSC to check the status of specific pages. This will give you clarity on what’s indexed and why.

    3. Assessing Deliverables vs. Costs

    At $5,000 a month, your investment should yield a return in the form of traffic growth, leads, and conversions. Here’s how to evaluate ROI effectively:

    • Content Production: One blog post per quarter is highly insufficient for a competitive niche like roofing. Quality blog content not only attracts visitors but also builds authority and trust. Ask for a content calendar, and compare your current output to your competitors.
    • Success Metrics: Request detailed monthly reports that include traffic data, bounce rates, conversions, and goal completions rather than vague metrics. This transparency will help you measure actual return on investment.
    • Competitor Analysis: If they’re claiming results from AI-driven strategies, ask how those compare to traditional content marketing practices. If competitors are producing regular and valuable content and seeing results, it may lend further credence to the need for a strategy overhaul.

    Final Steps

    1. Direct Communication: Consider having a candid conversation with your current agency. Present your findings and ask for clarifications and a detailed plan moving forward. Their response may help you gauge their transparency and commitment to your success.

    2. Seek Alternatives: If the agency is unresponsive or defensive about your concerns, it may be time to gather quotes from other agencies. Look for those that have verifiable case studies, use ethical SEO practices, provide consistent content, and answer your questions transparently.

    3. Trial Period: Should you decide to switch agencies, consider opting for a trial period or a project-based relationship initially. This minimizes risk and allows you to build a relationship and see results before committing long-term.

    In conclusion, being proactive and seeking answers is essential in the seo landscape, especially with substantial investments on the table. With the right questions, tools, and a potentially new agency that aligns more closely with your needs, you can set your roofing company on the path to better organic growth and lead generation.

    Reply

  2. Thank you for sharing your insights and concerns regarding your current SEO agency. It’s refreshing to see a marketing manager take such a proactive approach towards understanding the true value of their investment, especially in a field as complex as SEO.

    To add to your analysis, I would recommend conducting an independent audit of your SEO efforts. This could involve seeking out a third-party seo expert or agency to assess your current performance metrics against industry standards. They can help clarify discrepancies in traffic reports and indexing issues, which may offer a more objective perspective on your agency’s efficacy.

    Additionally, consider the implementation of tracking tools that provide deeper insights into your traffic sources, like UTM parameters, to better understand where your leads are coming from. This can help validate or challenge the traffic data reported by your agency.

    Content creation is indeed crucial for seo, and relying solely on AI to manage this aspect might not be sufficient. High-quality, relevant content not only attracts potential customers but also enhances your site’s authority in search engines. Strengthening your content strategy could yield significant benefits in improving your rankings and online visibility.

    Lastly, don’t hesitate to communicate your concerns with your agency. A reputable seo partner should welcome feedback and be willing to adjust their strategies to meet your needs. If they are not responsive or if the situation doesn’t improve, exploring other options may very well be justified. Remember, the goal is not just traffic but converting that audience into tangible business results.

    Reply

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