What’s Really Happening with Our SEO Agency?
Are you curious about the inner workings of your SEO agency? I find myself in a similar predicament and could use some insights. Allow me to share my experience.
I work with a small to medium-sized company in a multi-faceted tech role that includes Web Design, development, and SEO management. Though I am not an seo expert, I actively learn as I navigate these responsibilities.
In late November, our CEO decided to hire an seo firm and tasked me with monitoring their progress using various external tools. Naturally, we understand that seo is a long-term game, yet there are growing concerns about the agency’s lack of apparent activity.
After they took over our website hosting, I was instructed to limit my actions temporarily. Still, I retained access to the site, and a review of the activity log reveals that their contributions have been minimal—mainly an influx of what appears to be AI-generated content on a few pages back in January, with no further updates since. I can verify this through a detailed log that documents all website activities, including edits and blog posts.
Additionally, they are responsible for managing our Google Business Profile (GBP) across several locations. Unfortunately, I’ve noticed they haven’t implemented the NAP (Name, Address, Phone number) updates I requested, which I took the initiative to complete myself for the locations I manage.
Moreover, their efforts in building citations seem nonexistent. I can easily track existing citations across all locations, and the only ones seeing growth are those I’ve created personally.
With their vague communications—claiming to focus on the “Google Map Pack” without detailing concrete actions—we’re left questioning their true efforts. Even obtaining specifics about the services we’re currently paying for feels like a daunting task.
So, my primary concern is this: what could they possibly be working on that remains hidden from our view? We fear they may be stalling to milk more money from us, or worse, potentially defrauding us altogether.
To complicate matters, this agency comes highly recommended, boasting a solid reputation and a history of successful engagements with companies in our industry. Despite my findings casting doubt on their effectiveness, their status and my own relative inexperience leave me uncertain about my assessment.
If you’ve been in a similar situation or have any wisdom to impart, I would greatly appreciate your thoughts!
2 responses to “Evaluating the work of our paid SEO agency”
It sounds like you’re in a tricky situation, and it’s completely reasonable to seek clarity on what you’re paying for, especially when it comes to SEO, which can often feel like a black box. Here are several insights and practical steps that may help you assess the situation with your SEO company.
Understanding What Your SEO Company Might Be Doing
Keyword Research and Strategy Development: While it may not be visible on the front end of your site, a significant portion of seo work involves researching and developing a strategy focused on the right keywords for your industry. They may be analyzing keyword opportunities, checking competitors, or identifying gaps in your current content.
Technical SEO: Even if you don’t see immediate changes, your seo team may be working on the technical aspects behind the scenes. This includes ensuring optimal site speed, mobile-friendliness, and proper indexing of your site. While you might not see direct edits, they could be implementing optimizations that won’t be visible on the surface.
Monitoring and Reporting: Many seo firms dedicate a chunk of their time to monitoring your site’s performance through tools like Google Analytics, Google Search Console, or SEMrush. They should be generating periodic reports that reflect metrics like organic traffic, keyword rankings, and user engagement, which can be essential to assess overall effectiveness.
Local SEO Strategies: Even if they haven’t implemented visible changes to your Google Business Profile (GBP), they may be conducting research or strategy sessions to optimize your local search results. This can involve understanding how to position your services in relationship to competitors.
Link Building Outreach: If they’re focusing solely on the Google Map Pack, they may be establishing relationships with local businesses or influencers to create high-quality backlinks in the future. However, if no visible actions are being reported or made, this could understandably raise concerns.
Practical Steps to Take
Schedule Regular Updates: Request regular (weekly or monthly) collaborative meetings to discuss the current work, outcomes observed, and the plans for moving forward. Open communication can help clarify their actions and intentions.
Clarify Expectations: Create a document outlining your expectations, deliverables, timelines, and how success is measured. Share this with the SEO team and ask for specific commitments.
Demand Transparency: Ask for specific examples of work completed and the reasoning behind them. A reputable SEO company should be able to provide proof of past performance through analytics, strategy documentation, or detailed reports summarizing their activities.
Evaluate Their Tools and Processes: Inquire about which tools and methodologies they are utilizing. If they are not leveraging tools that are standard in the industry (e.g., Ahrefs, Moz, SEMrush, etc.), this might be a red flag.
Check Industry Awards and Certifications: Sometimes, reputations can be built on past successes that may not translate well to every client. Research whether they’ve received accolades in recent years or have notable certifications.
Utilize Third-Party Tools: While you may have a strong grip on your site’s backend, try utilizing third-party SEO tools to gauge your site’s performance, keyword rankings, and backlink profile. Tools like Ubersuggest, Moz, or Ahrefs can provide further insight into how your site is perceived within your industry.
Assessing Their Reputation: While positive reviews are a good sign, consider reaching out to other clients if possible. Direct testimonials regarding customer service, results, and transparency can provide a clearer picture.
Escalate Your Concerns: If you still feel unsatisfied or misled, it could be beneficial to escalate your concerns within the company. Express your feelings about the lack of transparency and results and gauge their responsiveness to your worries.
Final Thoughts
Ultimately, SEO is a long-term strategy, but it should not be a mystery. If the SEO company continues to provide vague responses and you observe little to no improvement, it may be time to reconsider if this partnership aligns with your business’s needs. Ensuring that they match their actions with tangible results is critical for your peace of mind and the growth of your company. Don’t hesitate to trust your instincts combined with a bit of data-driven analysis when assessing their effectiveness.
Thank you for sharing your experience with your SEO agency; it resonates with many who have faced similar frustrations in navigating this often opaque field. It’s concerning to hear about the limited activity and vague communication you’ve encountered, especially when your company is investing in their expertise.
I suggest considering a few strategies to clarify their role and enhance accountability:
1. **Set Specific KPIs**: Draft a list of key performance indicators (KPIs) that align with your business goals. These could range from organic traffic increases, improved keyword rankings, to growth in citation listings. Ensuring that these KPIs are agreed upon in advance can help hold the agency accountable.
2. **Regular Check-Ins and Reports**: Request more structured updates on their activities. A bi-weekly or monthly report detailing strategies implemented, metrics tracked, and results achieved can foster clearer communication and establish realistic expectations.
3. **Transparency Policies**: Ask for transparency about their tactics. Genuine SEO firms should be willing to share their strategies and the rationale behind their methods. If they focus primarily on AI-generated content, inquire about how this aligns with broader SEO practices like enhancing user engagement and building authentic backlinks.
4. **Educate Yourself**: As you navigate these responsibilities and continue to learn about seo, consider taking some online courses or joining forums to familiarize yourself with best practices. This knowledge can empower your discussions with the agency and ensure that you’re asking the right questions.
5. **Network and Seek Second Opinions**: If possible, reach