Choosing an SEO agency feels risky right now. For every genuine expert, there’s someone promising overnight rankings with AI magic or claiming they have “secret” access to Google’s algorithm.

Google’s latest guidance on SEO hiring has made one thing clear: misleading claims are everywhere, and you need to know what to look for.

Here are five practical tips to help you hire an SEO agency you can actually trust.

1. Ask For Real Case Studies With Specific Numbers

Red flag: an agency that talks about “success” without numbers. They’ll say things like “We helped clients rank better” or “increased traffic significantly.” That tells you nothing.

What to ask instead: “Show me a case study. What was the starting position? What keywords did you target? How long did it take? What’s the actual traffic increase you delivered?”

A trustworthy agency will have at least three detailed case studies they’re willing to share. The numbers should be specific: “Took the site from 40 organic sessions per month to 240 in six months. Targeted 18 long-tail keywords in the home services niche. Here’s the Google Analytics screenshot.”

They should also be honest about what worked and what didn’t. SEO always involves some iteration. If an agency claims perfect results every single time, they’re not being truthful with you.

2. Check If They Have Formal Qualifications or Industry Recognition

Google’s guidance specifically warns about vague claims of expertise. Look for agencies with verifiable credentials:

• Google Partner status (verify on Google’s official partner finder)
• Industry certifications (HubSpot, Semrush, Moz, Google Analytics certification)
• Published content showing genuine knowledge (blog posts, guides, case studies they’ve written)
• Speaking history at reputable conferences or industry events
• Positive reviews on Clutch, G2, or Trustpilot with detailed feedback

This doesn’t mean they need every credential under the sun. But they should have at least two or three verifiable, checkable credentials that prove they’re real practitioners, not just salespeople.

3. Watch Out For Promises About AI Or “Proprietary” Methods

This is where Google’s updated guidance hits hardest. Agencies are now using phrases like “AI-powered SEO” and “proprietary algorithm” to sound impressive. But here’s the truth:

There is no secret AI method that bypasses how Google actually works. Google’s ranking system is complex, but it doesn’t have backdoors. If an agency is claiming they have exclusive tech or a “secret sauce,” they’re selling you something that doesn’t exist.

What to listen for instead: honest talk about SEO fundamentals. A good agency will explain their process clearly. They’ll talk about keyword research, content creation, technical optimisation, and building genuine authority. They might use tools (Semrush, Ahrefs, Screaming Frog), but the tools don’t do the work. The strategy and execution do.

Ask them directly: “Can you walk me through exactly how you’d improve my site’s visibility?” If they can’t explain it in plain terms, they probably don’t fully understand it themselves.

4. Clarify What They’ll Actually Do For You

Vague contracts are where bad relationships start. A trustworthy agency will spell out exactly what they’re delivering each month:

• How many pieces of content they’ll produce or optimise
• What technical work they’ll complete (page speed, mobile usability, crawlability fixes)
• Which keywords they’re targeting and why
• How often they’ll report on progress and what metrics they’ll track
• How they handle changes to your brief mid-project

Avoid agencies that offer unlimited services for a flat fee or vague retainers with no clear deliverables. You should know exactly what you’re paying for each month.

5. If Something Feels Wrong, Check Google’s Complaint Process

This is the new addition to Google’s guidance: if an SEO agency is making claims that feel misleading, the FTC wants to know about it.

You can file a complaint at reportfraud.ftc.gov. This isn’t just for your peace of mind. When legitimate businesses report bad actors, it helps protect other business owners from the same practices.

Before you reach that point, though, trust your gut. If an agency is:

• Promising guaranteed rankings
• Claiming they have inside knowledge at Google
• Refusing to explain their methods clearly
• Pressuring you into long contracts with high termination fees
• Focusing more on their own credentials than your business goals

Then walk away. There are plenty of honest agencies out there, and most of them operate exactly like we do: we’re transparent about what works and what doesn’t, we show real results from real clients, and we focus entirely on improving your business, not on selling you false promises.

Frequently Asked Questions

How long does SEO actually take?

Most sites see meaningful results within three to six months, but it depends entirely on your starting point, your competition, and the keywords you’re targeting. Be suspicious of anyone promising results in less than three months or guaranteeing rankings.

Should I sign a long-term contract with an SEO agency?

No. A good agency should prove their value month by month. We typically ask for a three-month minimum so we have time to assess your site, build a strategy, and show early wins. After that, you should feel free to leave if you’re not seeing progress.

What’s the difference between legitimate SEO and what Google calls “shady”?

Legitimate SEO is transparent, measurable, and focused on creating real value for users. Shady SEO relies on misleading claims, hidden techniques, and hype. If you can’t understand what they’re doing or they won’t explain it clearly, it’s probably shady.

How much should SEO cost?

It varies widely based on your industry, competition level, and scope of work. A monthly retainer typically ranges from 500 to 5,000 pounds. Be cautious of anything significantly cheaper (likely low-quality work) or significantly more expensive without clear justification.

Can I do SEO in-house instead of hiring an agency?

You can, but it requires dedicated time and expertise. Most small business owners find it’s more effective to work with an agency that brings outside perspective and established processes. At the very least, talk to an agency about a one-off audit or strategy session before deciding.

The Bottom Line

Google’s updated guidance is a reminder that misleading SEO agencies are thriving precisely because small business owners feel lost. You don’t need to be an SEO expert to hire a good one, though. You just need to ask the right questions and watch for the red flags.

If you’re looking for an honest conversation about your website’s visibility and whether SEO makes sense for your business, we offer a free audit. We’ll tell you exactly where you stand and what’s actually achievable in your market. No pressure, no sales pitch, no promises we can’t keep.

Call us on 020 3355 8773 or get in touch online to book yours.