Google's red flags
- Guaranteed rankings. Google's words: "No one can guarantee a #1 ranking on Google." If someone promises first place, Google says to find someone else.
- A special relationship with Google. Be wary of anyone who claims one, or offers a "priority submit." There is no such thing.
- Cold emails. Google warns about firms that email you out of the blue.
- Secrecy. If they will not clearly explain what they plan to do, walk away.
- Link schemes. Google says you should never have to link to an SEO, and to avoid talk of submitting your site to thousands of search engines.
- "Google-approved" tools. Be wary of tools that claim to be approved by Google Search.
Questions to ask before you sign
Google suggests asking these, and I agree with every one:
- Can you show me examples of your work and share some results?
- Do you follow Google Search Essentials?
- What results do you expect, and in what timeframe?
- Do you have experience in my industry and my area?
- How long have you been in business?
- How will we communicate, and will you document every change you make and why?
I would add three more:
- Whose accounts are we using? Your Google Business Profile, Analytics, and Search Console should belong to you. Here is why.
- What exactly do I get each month? Ask for a list, not a promise.
- What happens if I cancel? Long contracts with no way out protect the seller, not you.
What a fair monthly plan looks like
For a local service business, real monthly work is specific and easy to check:
- Keeping your Google Business Profile current: photos, posts, services, and replies to reviews.
- Fixing errors Google reports in Search Console.
- Adding or improving real pages that answer what your customers ask.
- Making sure your name, address, and phone match everywhere they appear.
- A short report you can read in two minutes: calls, form leads, and where they came from.
If the report is only rankings for a list of keywords nobody searches, ask what it means for your phone ringing.
Give read access first
If someone offers a free audit, Google advises granting only read access to Search Console at that stage. Do not hand over write access or your password to someone you have not hired.
Common questions
Can anyone guarantee a #1 ranking on Google?
No. Google says no one can guarantee a number one ranking. A promise like that is a red flag.
Is it a bad sign if an SEO company emails me first?
Not always, but Google specifically warns to be wary of firms that email you out of the blue.
What access should I give an SEO for an audit?
Read access to Search Console only. Google advises against granting write access at the audit stage.
Not sure what you have or what you need? Tell me what you are trying to do and I will give you a straight answer, not a sales pitch.