Good SEO vs Poor SEO: are you getting what you’re paying for?

By Justin Lester

3 minutes to read

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Good SEO vs Poor SEO: are you getting what you’re paying for?
Person reviewing data on laptop

By Justin Lester

3 minutes to read

Join our smart marketers who get our best digital marketing insights,
strategies and tips deliverered straight to their inbox.

Name(Required)

The truth is that not all SEO agencies are created equally. Some are extremely diligent, hire quality staff, prioritise training, stay on the pulse of technology and implement SEO with precision and pride. On the other hand, there are agencies who are purely in it to make money no matter the cost – dazzling their clients with fancy acronyms and making promises which fail to materialise. And then you get those who…yawn…are as effective as an umbrella in a hurricane – but unapologetically take your money.

The first step to figuring out if your SEO is helping or actually hindering your progress, is to stop looking at SEO as a static, intangible thing which either works or doesn’t. SEO is fluid. Like an organism it changes and adapts, having the ability to either help or harm. If a few months down the line you aren’t seeing results, something is wrong.

A good SEO agency, will:

  • Conduct an SEO audit of your current situation, and repeat the process down the line to ensure that all their Tablet screen with analytics datachecks and balances are effectively in place.
  • Provide you with regular reports.
  • Be transparent about successes and failures.
  • Have a solid strategy in place which they will regularly revise and adapt should it not be yielding the desired results.
  • Understand the value of quality backlinks and strive to create them for your website.
  • Not try to dazzle you with the number of keywords that they can get you to rank for, but rather identify the ones that will drive the most traffic and create the most conversions. One very quality high ranking keyword is worth its weight in gold.
  • Create a customised strategy that will focus on your objectives.
  • Stress the value of quality content and images on your website and advise you on changes that need to be made.
  • Have the ability to be agile enough to adapt to new techniques, strategies, technologies at great speed.
  • Willingly supply you with a list of references.
  • Have at least a handful of clients who have been with them for a decent amount of time.
  • Use top notch reporting tools and programmes.

A poor SEO agency will:

  • Value the quantity of backlinks over the quality of backlinks. If you are being promised a large number of backlinks for a bargain price…it’s time to run and not look back.
  • Reluctant to divulge past and present clients. Granted, clients are entitled to their privacy, but if the majority of their clients don’t want to be named, red flags should go up.
  • Run the risk of their clients being slapped by Google Panda (on-page violation) or Google Penguin (off-page violation). If you’ve ever been stuck on the highway after a multi-car pile-up has occurred during peak hour traffic – well, that’s exactly what willcaution happen to the traffic to your website, but while the real life traffic jam may only take a few hours to clear up, it may take up to a few years correct the penalty imposed upon your website traffic. Take it from us – it just isn’t worth it.
  • Attempt to keyhole you into a ‘one-size-fits-all’ package rather than looking at your specific needs and tailoring a proposal accordingly.
  • Glamourizing ranking for many keywords as opposed to ranking for specific important keywords which will in turn result in conversions. Quality, not quantity.
  • Take short cuts and give vague, abbreviated reports.

Remember, you are giving your SEO company access to your website, so make sure you choose wisely. You wouldn’t give just anyone the keys to your business. Would you?

Written by Justin Lester

Justin is an innovative entrepreneur who transformed the South African SEO landscape. By the age of 24, he had already launched and successfully exited two online startups in London, gaining invaluable experience that propelled him to the iGaming sector. His visionary approach to SEO and Paid Media led to the founding of Ruby Digital in 2012, a first-in-class digital agency that has redefined the industry with cutting-edge strategies. Under his leadership, Ruby Digital has collected numerous accolades, including recognition as South Africa’s top agency for SEO and PPC.

Justin’s commitment to community empowerment is at the heart of his work. He has been instrumental in developing digital marketing training courses for underserved communities across South Africa, ensuring that emerging talent has the tools to thrive in the digital world. As an active member of the Entrepreneurs Organisation (EO), Justin shares his entrepreneurial journey and expertise with fellow business leaders. He also served as a guest lecturer at the University of Cape Town (UCT), where he inspired the next generation of marketers and entrepreneurs with his deep knowledge of SEO and business development.