SEO agency red flags: 12 warning signs before you sign

Hiring an SEO agency means handing someone the keys to how customers find you. Most agencies do honest work. A few do not, and the pitch usually shows it before the invoice does. This guide lists twelve warning signs, ties them to what Google itself tells site owners, and gives you a question that tests each one.

The biggest flag has its own guide: why no one can guarantee SEO.

Why do red flags matter more in SEO than in other hires?

Because you cannot easily see the work. A painter leaves a wall you can look at. An SEO agency leaves changes to code, content and profiles that you may never open. That gap is where bad practice hides. Google's guidance makes the same point and adds a sharp line: you are responsible for the actions of any companies you hire. If an agency does something against Google's rules, the penalty lands on your site, not theirs.

The twelve warning signs

Flags one and two: promises no one can keep

These come straight from Google's list. No one can guarantee a #1 ranking, and an agency that alleges a special relationship with Google, or advertises a priority submit, is describing something that does not exist for sale. Our piece on why no one can guarantee SEO goes through what to accept instead. If the pitch opens with either claim, you can save yourself the second meeting.

Flags three and four: secrecy and control

Google lists being secretive about methods as a warning sign. A good agency can say what it will change and why, in words you can follow, and can show you a change log after the fact. On accounts, the safe setup is simple: you own the Business Profile, Search Console, analytics and the website host, and the agency is added as a user. Google adds that for an audit you only need to grant read-only access to Search Console, and that if an agency asks for FTP access, they should explain all the changes they make. Whoever owns the accounts owns the leverage if the relationship ends.

Flags five and six: links and "thousands of search engines"

Google names link popularity schemes and submission to thousands of search engines as warnings. Links that are earned because your pages are useful are fine. Links bought in bulk, or arranged only to move a ranking, are the kind of thing that can cause trouble. Ask where every link comes from, and what happens to them if you leave. Submission to thousands of search engines is a relic: the searches your customers use run through a handful of services, and a pitch built on mass submission is padding.

Flags seven and eight: reporting and scope

A report that lists only ranking positions can look good while the phone stays quiet. Ask for the numbers that matter to the business: calls, forms, direction requests and booked jobs, next to impressions and clicks from Search Console. Pair that with a written scope. Our SEO proposal template shows what a proposal should list, and the SEO roadmap template shows how to lay the months out. A pitch with no scope is a pitch you cannot hold anyone to.

Flags nine through twelve: terms and tactics

A long contract with no way out, a one-size plan, a cold email and a countdown clock all try to move you faster than you can check. Google advises caution with unsolicited emails offering SEO. Do not reply from the link in the email: search for the company yourself and read what others say. For contract terms, the SEO contract template lists the clauses to look for, including termination and ownership. A good agency will not mind you taking a week.

What does a good agency look like by comparison?

It answers the questions above plainly. It describes the work in specific terms and puts it in writing. It leaves you as owner of every account. It reports on inquiries as well as impressions, and says "we do not know yet" when it does not. Google's own list of questions to ask includes: what past work and success stories can you show, what results do you expect and in what timeframe, how will you measure success, do you follow Google Search Essentials, do you have experience in my industry and location, how will we communicate, will you share all the changes, and can I speak to references. If you want the full set in one place, use our questions to ask an SEO consultant.

What if you spot a flag after you have hired?

Handle it in the order of how much it can cost you. First, secure access: check that you own and can log in to every account, and change shared passwords. Second, ask for the change log and the last three reports in writing. Third, read the contract for the exit clause. If you believe you were misled, Google's page points to the FTC and to econsumer.gov for reporting. Moving to a new provider is easier when you hold the keys, which is why flag four matters so much.

Where to go from here

Print the table, take it to the next sales call and tick as you listen. If the call ends with three or more ticks, you have your answer. If you want to check how long honest work takes to show, read how long SEO takes. Passieon is an independent agency and is not affiliated with Google.

Sources

• Google Search Central: Do you need an SEO professional?, read November 13, 2026.