How to spot a bad SEO agency before you sign a contract
Walk away from any SEO agency that guarantees rankings, will not explain its work, keeps your Google accounts in its own name, or uses shortcuts like fake reviews and keyword-stuffed profile names. Google lists most of these as warning signs, and your business carries the risk when they go wrong.
In short
- No one can guarantee a #1 ranking on Google, in Maps or in AI answers. Google says so in writing.
- You should own your Business Profile, Search Console, analytics, domain and website. The agency gets manager access.
- Fake reviews, keyword-stuffed names and mass city pages break Google rules or federal law, and you carry the risk.
- Good reports lead with calls, leads and booked jobs, not impressions.
- Before you sign, ask who owns the accounts, what happens in month one, to see the work, and how you leave.
They guarantee rankings or AI placement
A promise of first place is the clearest warning sign. Google's guide Do you need an SEO? says no one can guarantee a #1 ranking on Google, and to beware of anyone who claims a "special relationship" with Google. Google's policies for agencies that manage Business Profiles also ban promises of top placement.
The same goes for AI search. Google's guide to generative AI features says Google Search ignores llms.txt files and needs no special markup or "chunked" content. It adds that no third-party tool has access to its ranking or AI systems, so no agency can promise you a spot in AI answers. See our AI SEO guide for what does help.
They will not explain the work
Google tells owners to be careful if a company is secretive or will not clearly explain what it plans to do. It also says you are responsible for the actions of any company you hire.
"Proprietary methods" often hide link schemes. Buying links, excessive link exchanges and automated link building are link spam under Google's spam policies, and sites that break those policies can rank lower or drop out of results. Real work can be shown: the pages changed, the listings fixed, the links earned.
They keep your accounts in their name
You should own your Google Business Profile, Search Console, Google Analytics, domain and website, under your own email. The agency gets manager or user access that you can remove at any time. For a first audit, Google suggests read-only Search Console access.
Google's agency rules agree. Clients must keep ownership or co-ownership of their Business Profile, the agency must return exclusive control within 7 business days of a request, and holding a profile hostage for money is prohibited.
They take shortcuts that put your business at risk
- Keywords in your business name. "Joe's Plumbing | Emergency Plumber Phoenix" breaks Google's Business Profile guidelines. Your name must match your real-world name, and extra words can get the profile suspended.
- Bought or rewarded reviews. Fake reviews and rewards tied to positive reviews break the FTC's Consumer Review Rule, and Google bans rewards for any review. The FTC warns that you can be held responsible for what an SEO or reputation company does for you. Here is how to get reviews the right way.
- Hundreds of near-identical city pages. Google's spam policies call city pages that funnel visitors to one page "doorway abuse," and mass-produced pages with little value "scaled content abuse," whether a person or AI writes them.
If Google acts, the penalty hits your profile and site. Under the FTC rule, your business can be liable for fake reviews too.
Their reports skip calls and booked jobs
Impressions count how often your listing or page appeared, not how many people called. Rankings for phrases nobody searches rise easily and mean little.
A useful report leads with calls, form fills, direction requests and booked jobs, ties them to sources where it can, and explains what changed, including what did not work. Google says you have the right to see your profile's performance, so check it yourself in your Business Profile and in Search Console.
They push you to sign today
Pressure to decide on the first call keeps you from reading the contract and calling references. Google's agency policies prohibit undue pressure to sign up or stay, and threats that you will lose your profile. Its SEO guide also warns about agencies that email you out of the blue.
If a caller says they work for Google, Google suggests you ask them to email you from an @google.com address.
Notice what they ask. Google says a good SEO should ask what makes your business unique, who your competitors are and how your customers find you. A pitch with no questions about your margins, service area or capacity is a template.
Questions to ask before you sign
- Who owns the accounts? The right answer: you do, and they get manager access you can revoke. Get it in writing.
- What exactly will you do in month one? Ask for specific pages, listings and fixes.
- Can I see the work? Ask to see real changes made for a current client, anonymized if needed.
- What happens if we part ways? Content, data, accounts and the site should come back to you with no exit fee.
Frequently asked questions
Does a Google Partner badge mean an agency is good at SEO?
No. Google Partner is a Google Ads program based on ad performance, ad spend and Ads certifications. Google also says advertising with Google has no effect on your organic search results.
Should I pay an agency to manage my Google Business Profile?
You can, but the profile itself is free. Google requires agencies that charge a management fee to tell you in writing that Business Profile costs nothing. Agencies that mainly serve small businesses must also share Google's notice about working with a third party.
What if my old agency will not give back my Business Profile?
Ask in writing first, because Google's agency policies require them to return control within 7 business days. If that fails, request ownership through Google. The current owner has 3 days to respond, and if they do not, you may be able to claim the profile (service-area businesses contact Google support instead).
Where can I report a deceptive SEO agency?
If the agency manages Business Profiles, use Google's third-party complaint form. In the US, you can also report deceptive business practices to the FTC at ReportFraud.ftc.gov.
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