What Should You be Wary of When Choosing an SEO Partner?

The core values driving Pure SEO are education and uplifting the digital marketing industry. We have created courses, lectured at New Zealand’s top universities, and trained marketing managers for the New Zealand Marketing Association.

A couple of years ago, I went one step further; Penguin Random House commissioned me to write a book on SEO targeting the Australian and New Zealand marketplaces.

In my years of experience, I have found a few things businesses should be wary of when working with SEO agencies.

You cannot guarantee results.

If an agency guaranteed results, I would run a mile in the opposite direction. In theory, guaranteed results are awesome. However, there are many reasons to be extremely wary.
Search engines strongly warn against guaranteed rankings. Google’s official statements explain that no one can guarantee a number-one ranking. Businesses should avoid SEO work that guarantees rankings, allege a “special relationship” with Google, or advertise a “priority submit” to Google.

There is no priority submission for Google. The only way to submit a site to Google directly is through its add URL page or by submitting a sitemap. You can submit your site to Google yourself at no cost.

You cannot control Google’s algorithm, so guaranteed results could be considered ethically questionable. Search engines control their algorithms completely, not firms that optimise for search. It’s not like a mechanic who can purchase a specialised, mass-produced part to fix an engine.

For example, quickly search your junk folder (or keep an eye on it). Over time you will receive a huge amount of spam emails from SEO companies guaranteeing results. Would you trust your business in their hands?

You can’t fast-track SEO.

When done right, SEO is time-consuming and labour-intensive. I started Pure SEO in 2009 because most agencies took shortcuts to get fast results. It was obvious to me what they were doing and why it would be a disaster for their clients in the long run. However, their clients were getting great results and didn’t know any better.

Ultimately, these agencies ended up being hit by a Google Penalty, and all their clients lost their rankings. Many clients had to start from scratch with a new website address as repairing the damage to the old one would take years to have any effect.

SEO doesn’t work in isolation.

SEO should only be one part of your marketing mix. Companies that engage in lots of different marketing tactics will benefit holistically. Those who expect to do SEO as their only marketing activity will not achieve their desired results.

Fact-check your chosen agency.

There are so many agencies that promise you the world and make lots of claims. For example, are they a Google Premier Partner (top 3% of Google Ads Partners globally)? Don’t necessarily trust a badge that says so on their website; look at Google’s partner portal.

Are they proudly New Zealand owned and operated like they say they are? Ask them face-to-face. If they claim to be the number one SEO or digital marketing agency in New Zealand, check whether they appear in the search results organically. Find out how long they have been in operation. Many agencies make big claims, but when you dig below the surface, all is not as it seems.
I’ve been in digital marketing for a very long time (since 2002). In my two decades of experience, there is not much I haven’t seen. The ‘guaranteed rankings’ companies come and go; this time, they seem to be back again with a vengeance. Unfortunately, when they eventually leave, they often leave a trail of destruction in their wake.

Arm yourself with the right knowledge.

Do you want to learn more about choosing the right agency and checking whether they’re doing the right thing? Attend the SEO course at the Marketing Association of New Zealand or Unitec. You can also buy my book or get it from the library. That way, you will at least be heading in the right direction, armed with real knowledge!