You’ve heard it before:
“We’ll get you to #1 on Google!”
“Double your traffic in 30 days!”
“Thousands of backlinks — guaranteed!”
How to choose an SEO agency London: If you run a small local business, these promises probably sound both exciting and suspicious. And they should. The truth is, many SEO agencies prey on small businesses that don’t fully understand how SEO works — using fancy jargon, vague promises, and long contracts to win clients. Once they get your money, the results often disappoint, or worse — leave your online presence in worse shape than before.
So why do so many SEO agencies lie? And more importantly, how can a local business owner protect themselves and actually get value from SEO?
This post pulls back the curtain on SEO agency tactics and gives you clear, honest advice about what to look for before signing any SEO contract.
Part 1: Why SEO Agencies Lie to Small Businesses
1. You Don’t Know What You’re Buying — and They Know It
SEO isn’t as straightforward as buying a product. It’s complex, long-term, and based on moving targets (Google’s algorithm, your competitors, user behavior, etc.). Most small business owners simply don’t have time to become SEO experts, which makes them easy targets.
Shady agencies use this information imbalance to:
- Sell generic packages at inflated prices
- Promise fast results they can’t deliver
- Hide behind confusing metrics (like “domain authority” or “keyword impressions”) instead of outcomes that actually matter (like leads and calls)
Translation: If you don’t know how to measure success, they’ll define it for you — usually in ways that sound good but mean nothing.
2. They Bank on Your Impatience
Good SEO takes time. That’s just reality. But many business owners don’t want to hear that — they want results yesterday. Agencies know this, and they play to it.
They promise:
- Page-one rankings in 30 days (usually for irrelevant or low-competition keywords)
- Instant traffic boosts (often from bots or junk links)
- “Fast-tracked” Google Business Profile improvements
These quick wins rarely stick and often do more harm than good. Some tactics can even result in Google penalties that are hard to recover from.
3. They Focus on Vanity Metrics, Not Real Growth
Here’s the dirty secret: many SEO agencies measure success in ways that don’t matter to your business.
They’ll show you:
- Ranking reports for keywords nobody searches
- Backlinks from irrelevant foreign sites
- Traffic increases that don’t convert into leads or sales
The real question they avoid is:
“Are we bringing in more phone calls, foot traffic, or online leads?”
If the answer is no, it doesn’t matter how many keywords you “rank” for.
4. They Use Scare Tactics and “Free Audits”
Some agencies start by telling you your website is “broken.” Maybe they say it’s not mobile friendly. Or that your site has 78 “critical SEO errors.” This is often part of a sales script designed to create fear, urgency, and dependency.
They’ll then offer a “free SEO audit” — which is often auto-generated, filled with jargon, and built to sell you their services. It’s not really about helping you — it’s about closing the deal.
5. They Lock You Into Long Contracts
Once they’ve sold you, many SEO companies lock you into 6- or 12-month contracts with little room to exit. Even if they underperform.
Often, they delay real work for the first month or two, knowing you’re stuck paying them regardless. By the time you realize you’re not getting results, it’s too late.
Part 2: What You Should Know Before Hiring an SEO Company
Now that we’ve looked at the problem, let’s talk about how to avoid it — and what to do right.
Here’s what every small local business should understand before hiring an SEO agency.
1. Understand What SEO Actually Is
SEO (Search Engine Optimization) is the process of making your business easier to find online — especially through Google search. For local businesses, this often includes:
- Optimizing your Google Business Profile
- Getting listed in local directories (called “citations”)
- Getting positive reviews from real customers
- Improving your website’s content so it ranks for relevant local keywords (e.g., “plumber in Brighton”)
- Making sure your site loads fast, works on phones, and is easy to navigate
- Earning links from local and industry-relevant websites
It’s not a “one-size-fits-all” service. And it’s not magic. It’s strategy, content, and consistency.
2. Set Clear Goals — and Avoid Vague Promises
Before hiring anyone, ask yourself:
- What do I want SEO to do for my business?
- Do I want more leads? More phone calls? More people visiting my shop?
If an agency says they’ll “rank you #1,” ask for what keyword. If it’s not one that leads to real customers, it doesn’t matter.
Always push for:
- Realistic goals (e.g., “increase leads by 20% in 6 months”)
- Regular reports that tie SEO efforts to business outcomes
- Clear explanations of why they’re doing what they’re doing
3. Ask About Local SEO, Not Just SEO
Not all SEO is created equal. For local businesses, local SEO is what drives phone calls, map views, and foot traffic.
Before hiring an agency, ask:
- What’s your strategy for improving my Google Business Profile?
- How will you help me get more local reviews?
- Will you build local citations?
- Can you optimize my site for “near me” and location-based searches?
If they look confused, move on.
4. Watch Out for Red Flags
Promises of #1 rankings
No mention of content creation or local SEO
No real examples or case studies
Vague monthly reports with no business metrics
Long contracts with no exit clause
Pushy sales tactics
If something feels off, trust your gut.
5. Demand Transparency and Education
A good SEO agency should be your partner, not your boss. They should:
- Explain things in plain English
- Show you what they’re working on each month
- Teach you enough so you can spot bad practices
- Be honest about what’s working — and what’s not
If they seem secretive or evasive, ask why.
6. You Don’t Need to Spend Thousands a Month
Many local businesses fall for the myth that SEO has to cost £2,000+ per month. It doesn’t.
For most small businesses, a solid local SEO campaign can be effective at £300–£800/month — depending on your location, industry, and how competitive your niche is.
It should include:
- Website optimization
- Google Business Profile management
- Monthly blog/content creation
- Basic backlink outreach
- Reporting and goal tracking
Part 3: How to Vet an SEO Agency Properly
Here’s a checklist you can use to evaluate any agency that pitches you.
The Local Business SEO Vetting Checklist
- Do they have local SEO experience?
Ask for examples in your area or industry. - Can they explain SEO in plain English?
If they can’t, they probably don’t understand it themselves. - Do they offer month-to-month plans or trial periods?
Avoid being locked into long contracts without results. - Do they provide real reports tied to ROI?
You should know how SEO is helping your business grow. - Do they focus on content, citations, and reviews?
These are the pillars of local SEO. - Do they offer backlink services ethically?
Paid or spammy backlinks can get you penalized. - Will you have access to all your accounts (Google, Analytics, etc.)?
You should own your data — not them.
Part 4: What to Do If You’ve Been Burned by a Bad SEO Agency
If you’ve already been burned by an SEO company, don’t worry. Many business owners have been in the same boat.
Here’s how to recover:
- Audit your current SEO: Use tools like Google Search Console, Moz, or hire a reputable freelancer to assess damage.
- Clean up any toxic backlinks: If they bought spammy links, you may need to disavow them.
- Claim ownership of your digital assets: Make sure you control your Google Business Profile, Analytics, and website.
- Start with a fresh strategy: Don’t try to fix bad work — start over with someone reputable.
- Educate yourself: Even learning the basics gives you an edge next time.
Conclusion: SEO Isn’t a Scam — But Many Agencies Are
Let’s be clear: SEO itself isn’t the problem.
When done properly, SEO works!
