It might be time to fire your SEO agency

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Have you ever been dragged down by an SEO company that promises better performance on the horizon but doesn’t seem to deliver?

SEO isn’t necessarily a zero-sum game, but agencies should base their performance on objective metrics that increase your return on investment. On the other hand, some SEO companies like to select their metrics and use complicated jargon to try and trick you into your campaign performance. Therefore, it pays to take a step back once in a while and examine what your SEO company is doing to grow your business.

Here are nine signs you should consider firing your SEO agency.

1. Does not request access to trading platform analytics

Psychologists warn that one of the first warning signs in any relationship is if someone is too fond of talking about themselves and not talking about you. The first step any SEO company should take is to request access to all of your analytics and advertising platforms, including Google Business Profile, Google Search Console, and Google Analytics. If not, how could an SEO company understand your business or track its performance?

If your SEO company doesn’t report on metrics you know or use industry standard tools for tracking and reporting, such as the Google properties above, don’t trust their data.

2. Does not complete the audit, establish baselines, or provide reports

One of the first projects an SEO company should complete is the all-important audit covering technical SEO and content. Hold your SEO company accountable for any missed or sloppy work done after the audit, like lack of keywords in title tags or lack of unique meta descriptions, and ask questions about anything that lends itself to confusion, especially technically (404 errors, why slow speeds, etc.).

Just as important, make sure your SEO company can communicate priority action items uncovered in the audit and set baselines for future goals. Examples of goals would be website purchases or sales, store visits, direction requests, appointments made, form submissions, phone calls, or number of downloads.

Finally, make sure your SEO company provides monthly reports that track progress toward achieving these goals. These reports should include progress on organic stats.

As soon as you allow your SEO company to untrack what you do, the visibility disappears and you throw your money into a black hole. You should also see a summary of deliverables and reports in a tool like Google Data Studio that track your business goals.

Related: 7 Reasons SEO Matters for Every Startup

3. Does not provide content to you

One of the most critical ranking factors is your website content, and if your SEO agency isn’t creating new content or refreshing older content, ask yourself why.

Optimizing existing content is key to improving user experience. Your content should answer user questions and solve problems. This, along with proper headers and meta information, will improve page performance and drive organic traffic.

However, generating new content can also improve your site’s ranking or help it rank for new keywords, especially if that new content is driving traffic to your website. Content is the engine of the proverbial ranking train.

Hiring an SEO company that doesn’t create or optimize existing content would be like getting a hamburger without the meat.

4. Chase vanity metrics

If your business only focuses on higher volume keywords, your overall traffic may increase, but your business may not.

The problem is that many SEO companies track unnecessary keywords that don’t lead to conversions or increase your ROI. Without setting proper keyword goals in tools like Google Analytics, your SEO company is throwing a dart at a wall and hoping it sticks.

That said, your SEO agency should report and focus on several specific upper-funnel and mid-funnel metrics that will drive sales, in addition to highly targeted long-tail keywords, including:

  • New and existing users
  • Demography
  • Average CTR
  • What queries
  • Which pages
  • Residence time
  • Conversion paths
  • Number of days before conversion

These metrics tell how well your content meets search intent and drives conversions that lead to business growth.

5. Does not ask questions about your company or its products and services

Often, your SEO agency can get carried away with their research.

Rather than focusing on the products, services, and landing pages that give your business the best returns, your SEO company will look for any opportunity to grow your organic presence.

Don’t work with companies that think they know your business better than you do or that simply don’t care about learning more about your business and aligning their marketing strategy with your business goals.

By researching and understanding your business and the sales cycle, they learn what sets you apart from the competition. This helps with keyword selection and content strategy roadmap.

Related: These 9 SEO Tips Are All You’ll Need To Rank In Google

6. At low prices that don’t move the needle

Many agencies try to differentiate themselves by offering cheaper models that claim to deliver basic results without cutting corners. However, your digital marketing partner should be your partner in long-term growth and branding.

Rather than focusing on cost, focus on value and long-term ROI; invest in a proven SEO company that can help you design a custom plan to meet your specific business needs.

7. Has no definite plan

Always be wary of an agency that doesn’t have a plan to meet your specific business needs.

Often turnkey agencies do not tailor their list of services to your individual needs. While you can opt for the fast food model of SEO, you need to partner with an agency that knows your business and is authoritative enough to create a comprehensive plan to grow it.

You need to have a roadmap to understand where you are now and where you want to end up.

Also, monthly holdbacks without a solid directional strategy are a red flag. You shouldn’t reinvent SEO strategy every month, but neither should you have a one-size-fits-all strategy for years and years either.

8. Lack of communication

It’s no secret that SEO agencies quickly get bogged down with client requests and projects.

However, that said, if your SEO agency doesn’t make an effort to communicate with you regularly, you risk being overlooked or overlooked.

Be sure to establish regular communication with someone at your SEO agency or find an agency willing to give you the time you deserve. At a minimum, there should always be weekly email communication and a monthly meeting. You and your agency should always be on the same page.

Related: 5 Tips for Choosing Your Next SEO Company

9. Don’t ask about your customer profile

Finally, your SEO company needs to understand your customer base. How can an agency respond to searcher intent if they don’t know what problems your clients need to solve?

How is an agency even supposed to understand which keywords lead to the best conversions if they don’t understand the target persona of your clients?

SEO is a long and nuanced process that won’t always yield quick results. However, your SEO agency should follow a well-defined roadmap to success, and you should look for a partner who is committed to your business, not vanity metrics or quick wins that won’t move the needle. long-term.

If your SEO agency gave you any of these warning signs, it might be time to fire your agency and move on.

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