Five Red Flags to Look Out for When Choosing an SEO Company

Struggling to choose the right SEO partner for your business? You're not alone. With hundreds of companies offering search engine optimization, it’s easy to fall into the trap of hiring the wrong one. And that mistake can cost you time, money, and visibility. Whether you're a startup or an established brand, recognizing SEO agency red flags early can save you from long-term damage.

Let’s dive into the top five red flags that scream “proceed with caution.”

1. Guaranteed #1 Google Rankings

If a company promises top spots on Google within days or weeks, run. Google has made it clear — no agency can guarantee rankings. Algorithms change frequently, and SEO is a long-term game. These too-good-to-be-true claims are classic signs of a bad SEO agency. They may use black-hat techniques that can get your site penalized or even removed from search results.

 What to look for instead: A focus on building long-term authority through ethical, white-hat SEO strategies.

2. No Transparency in Methods

If your SEO agency can’t clearly explain what they’re doing, or you’re told it’s “proprietary,” that’s a big red flag. Ethical SEO companies will walk you through their approach — including keyword research, backlink strategies, and content planning. When transparency is lacking, your business could unknowingly be exposed to shady tactics.

 Pro Tip: Ask for regular reports and clear communication from any SEO company in Michigan or beyond.

3. One-Size-Fits-All Packages

If they offer a pre-fixed package with no room for customization, be cautious. Every business is unique, with different goals, industries, and competition levels. A cookie-cutter approach ignores those crucial differences, often leading to poor ROI.

 Instead: Look for personalized strategies, competitor audits, and tailored roadmaps that evolve with your brand.

4. Focus Only on Backlinks

Yes, backlinks are vital. But if an SEO company talks only about backlinks and ignores on-page SEO, technical optimization, and content quality, you’re not getting the full picture. Relying heavily on link schemes is a strong sign of a bad SEO agency and could trigger Google penalties.

 Better approach: Seek a balanced SEO plan — on-page, off-page, content, and tech — working together.

5. No Focus on Content Quality

Google prioritizes helpful, original content. If your agency churns out keyword-stuffed blogs or AI-written fluff, your site could be penalized. Quality content plays a major role in user engagement, time on site, and conversion rates.

 Ask them: How do you ensure the content is relevant, optimized, and tailored to my audience?

What are the biggest SEO agency red flags? 

Beware of agencies that guarantee rankings, hide their methods, offer cookie-cutter packages, obsess over backlinks alone, or ignore content quality. These seo agency red flags could harm your long-term growth.

Work With a Trusted SEO Company in Michigan

If you’re looking for ethical SEO that actually works, Great Lakes is your go-to SEO company in Michigan. We don’t believe in shortcuts — we believe in smart strategy, honest work, and long-term growth.

FAQs

Q1. How long does it take to see results from a good SEO company? 

A reputable SEO agency will usually tell you it takes 3 to 6 months to start seeing meaningful improvements. SEO is not instant, and consistent effort pays off over time.

Q2. What questions should I ask before hiring an SEO agency? 

Ask about their past clients, reporting frequency, SEO strategies, and how they measure success. Also, inquire if they stay updated with Google algorithm changes.

Q3. Is it bad if an SEO company only talks about backlinks?

 Yes. While backlinks matter, focusing only on them is a red flag. SEO is multi-dimensional and should include on-page SEO, technical audits, and quality content strategies.

Q4. How do I know if an agency uses black-hat SEO? 

If rankings improve unrealistically fast or if your traffic suddenly drops, it could be due to black-hat tactics. Also, if the agency avoids giving straight answers, be cautious.

Q5. What’s the risk of hiring a cheap SEO agency? 

Cheap agencies often cut corners, use outdated or unethical methods, and may outsource to untrained personnel. In the long run, this can cost more due to penalties or lost visibility.