Is Our SEO Agency Doing Us a Disservice? Time for a Change?
As the marketing manager for a roofing company, I’ve been closely reviewing the performance of our SEO agency, which has been partnered with us long before my arrival. Delving into our website traffic data, I unearthed several troubling signs that raised questions about the efficacy of their services. Here’s what I discovered:
Unexplained Traffic Spikes
One of the first red flags I noticed was a significant increase in both organic and direct traffic that simply didn’t align with our call volume or lead submissions. Strikingly, this surge isn’t corroborated by our Google Search Console data either. I understand that organic traffic in Google Analytics can stem from multiple sources beyond Google, but the numbers seem fishy. Over the last three months, we recorded an impressive 13,000 users tagged as organic in GA, while in the same timeframe, we received only 403 clicks reported in Google Search Console. This means that a mere 0.03% of our organic traffic is originating from Google—a statistic that feels highly suspect.
Discrepancies in Indexed Pages
Another alarming inconsistency emerged when comparing our indexed pages. Google Search Console shows just 43 indexed pages for our site, whereas the agency claims we have over 400 pages, all purportedly generating traffic. Some of these pages are perplexingly irrelevant to our business; for instance, we have pages related to divorce law. It’s hard to see how this content aligns with our roofing services.
Questionable Content Strategy
Adding to my concerns is the hefty price tag of $5,000 a month, which yields only one blog post every quarter. The agency boasts an advanced AI that supposedly scans our site and those of our competitors to enhance our existing content for better rankings. When I inquired about how we could possibly rank for new keywords or index new pages without creating fresh content, they insisted that their AI solutions made traditional content production an outdated practice. This approach raises additional questions: can we genuinely achieve growth without a consistent influx of new, relevant content?
Conclusion: Time to Reevaluate?
With these concerning findings in mind, I can’t help but wonder whether our current SEO partner is truly delivering value. If their practices lack transparency and effectiveness, it might be time to consider other options. As we navigate the complex world of Digital Marketing, it’s crucial to ensure that our investment is yielding tangible results. If you’re experiencing similar doubts with your seo agency, be proactive—evaluate their strategies and make sure they’re aligning with your growth goals.
2 responses to “Are We Being Overcharged by Our SEO Agency? Is It Time to Find a New Service Provider?”
Your concerns about the SEO agency’s performance merit serious consideration. Let’s break down what you’ve observed and explore whether it might be time to switch agencies or reassess the current one.
1. Traffic Anomalies
Your observation about the discrepancy between Google Analytics (GA) and Google Search Console (GSC) is remarkably insightful. Legitimate organic traffic should correlate with data from GSC, as these metrics are based on actual search queries and user interactions. The fact that you’re seeing a drastically low percentage of organic traffic in GSC compared to GA could indicate several issues:
Spam Traffic: You might be experiencing bot traffic or referral spam, which often inflates GA numbers without resulting in meaningful engagement or conversions (calls, leads, etc.). Utilize filters in GA to exclude known bots and referrer spam.
Incorrect Tracking Setup: Verify if your GA account is properly configured. Look for discrepancies in how traffic sources are reported. Ensure you’re tracking the correct domain and that no filters are incorrectly excluding important traffic segments.
Traffic Buying: If the agency is inflating numbers through paid traffic or dubious means, this raises ethical concerns. You may want to conduct a deeper analysis on traffic source details to identify the origin of this increase.
2. Indexed Pages Discrepancy
The stark contrast in the number of indexed pages reported in GSC (43) versus what the agency claims (over 400) is a red flag. Here are steps you can take:
Conduct a Site Audit: Use tools like Screaming Frog, Ahrefs, or SEMrush to crawl your website. This will give you an accurate accounting of indexed pages and highlight potential technical SEO issues that the agency may not be addressing.
Review the Pages: Investigate the pages that the agency claims are receiving traffic, especially those like “/divorce law.” These irrelevant pages can be detrimental to your site’s relevance and focus. Ensure your strategy is targeted toward roofing and closely related topics.
Check for Duplicate Content: If they are using AI to modify existing content, make sure that this is not creating duplicate content issues, which can harm your SEO.
3. Content Strategy
A healthy seo strategy typically entails consistent content creation. While AI can help optimize existing content, it cannot replace the need for new, relevant content. Here are some approaches to consider:
Content Calendar: Push for a content calendar that includes a realistic plan for quantity and quality of new blog posts and other forms of content (like videos or infographics). Content should be developed regularly to target various keywords and audience segments.
Educational Resources: Given your industry, consider developing educational content like case studies, customer testimonials, and how-to guides that can establish your authority in the roofing market and naturally attract links.
Assess AI Use: Ask for transparency regarding the AI tool they claim to be using. Understand its methodology, effectiveness, and how it delivers results. Research whether this approach is backed by real case studies or testimonials.
Next Steps
Considering these insights, here are practical steps you could take:
Request Transparency: Demand detailed reporting from your seo agency. This should include data breakdowns, methodologies used for content creation, and clear ROI (return on investment) metrics.
Seek a Second Opinion: Consult another seo firm for an unbiased assessment of your current strategy and site performance. They can conduct a comparative analysis to help you understand whether you’re getting your money’s worth.
Monitor Developments: Keep track of key performance indicators (KPIs)—traffic conversion rates, lead generation, and keyword rankings—over the coming months. Establish a baseline before making any decisions.
Consider a New Agency: If your current agency fails to address your concerns adequately or continues to deliver unsatisfactory results, it may be time to consider a change. Look for agencies that specialize in your industry and have a proven track record of transparency and effective communication.
Ultimately, it’s crucial to ensure that your SEO investment actively contributes to your business goals rather than merely inflating numbers. Don’t hesitate to pursue the due diligence that your marketing budget deserves.
It’s great that you’re taking a proactive approach to evaluate the performance of your SEO agency. The discrepancies in traffic and indexed pages certainly raise valid concerns, especially for a critical service like roofing where local SEO plays such a significant role.
One thing to consider is the importance of aligning SEO strategies with your specific business goals and target audience. It may also be beneficial to conduct a full seo audit, either independently or with another agency, to get an objective assessment of your current seo standing. This could confirm whether the traffic reported by Google Analytics has any substance or if it is being inflated.
Additionally, you mentioned the cost of $5,000 per month for limited content production. It might be worth exploring a content strategy that focuses more on addressing specific customer pain points related to roofing—like maintenance tips, roofing trends, and localized services. Fresh and relevant content is still crucial for seo success, and a consistent posting schedule can reinforce your authority in this niche.
Lastly, if you do decide to switch agencies, prioritize finding one that values transparency and clear communication. Ask for case studies, references, and detailed reporting to ensure they can meet your specific needs. Best of luck as you navigate these decisions!