SEO agencies are everywhere — from big firms to solo freelancers working out of a garage. In a saturated market like this, it’s up to business owners and marketers to identify trustworthy partners. But if you’re not an SEO expert, how do you know what to look out for?

Here are 9 clear warning signs that an SEO agency might not be worth your time — or your money.

1. Promises of Permanent or Long-Term Rankings

Any agency that guarantees a #1 ranking for your keywords — forever — is making a promise they can’t keep. Rankings shift constantly due to competitors updating their pages, changes in algorithms, and natural content reshuffling. While strong SEO can land you on the first page, staying there requires continuous effort.

Example: After publishing a well-received infographic, it climbed the rankings. But once a major site like HubSpot picked it up, the rankings shifted. That’s SEO in action — dynamic and ever-changing.

2. Obsessing Over Metadata

If an agency is overly focused on meta descriptions and meta keywords, take it as a red flag. Search engines no longer use meta keywords as ranking factors, and while meta descriptions appear in search results, they don’t directly improve rankings. In fact, using meta keywords might even hurt you, especially with search engines like Bing viewing them as spam signals.

3. Buying Links Instead of Earning Them

Any mention of purchasing backlinks should be a dealbreaker. Google is strict about link schemes and penalizes those involved. The risks? Getting penalized or even deindexed — meaning your site won’t show up in search results at all. Ethical SEO agencies focus on earning links through valuable content and outreach, not shady shortcuts.

4. Weak or Generic Content on Their Own Website

Before hiring an SEO agency, check their website. If their content is thin, vague, or outdated, it’s a strong indicator of what they’ll produce for you. A legitimate agency should be able to clearly explain SEO strategies, pricing, and services. After all, if they can’t do SEO well for themselves, they won’t do it well for your business either.

5. Offering One-Time Fixes Without Ongoing Support

SEO isn’t a “set it and forget it” process. It requires ongoing optimization, monitoring, and strategy adjustments. Agencies that only offer one-time fixes are likely in it for a quick paycheck, not long-term results. Real SEO progress usually takes 6–12 months — anything less is just scratching the surface.

6. No Interest in Your Industry or Competitors

Effective SEO is tailored. A good agency takes time to understand your market, audience, and competitive landscape. If they’re offering a one-size-fits-all strategy without learning about your business, they’re not equipped to help you succeed. Every business is different, and your SEO approach should reflect that.

7. Using “Secret” or Undisclosed Methods

If an agency claims their techniques are “proprietary” or “too advanced to share,” be skeptical. They may be hiding black hat tactics like keyword stuffing, cloaking, or spammy links — all of which can damage your site long-term. Transparency is key. If they won’t tell you how they work, walk away.

8. No Clear Communication Plan

Clear, consistent communication is essential in any partnership. A good SEO agency will assign you a dedicated contact person and provide regular updates. If they dodge questions, avoid scheduled calls, or never explain their actions, it’s a sign they aren’t committed to your success. Accountability starts with open communication.

9. Claims of Inside Knowledge at Google

Some agencies will claim they have a “connection at Google” or inside knowledge about upcoming algorithm updates. This is simply not true. Google’s ranking algorithm is proprietary and protected. Employees are under strict NDAs, and no legitimate SEO agency has special access. Anyone who claims otherwise is either lying or misleading you.

Final Thoughts

The best SEO agencies are honest, data-driven, and transparent. They won’t offer overnight success or miracle rankings — but they will focus on long-term growth, ethical strategies, and results that last.

If an agency shows any of these nine signs, it’s a strong indication that they’re not the right partner for your business. Trust your instincts, ask the right questions, and always prioritize transparency over quick wins.