8 Signs It’s Time to Part Ways with Your SEO Agency (original) (raw)

As a consultant and digital marketer, I've had my fair share of experiences with SEO agencies, both as a service provider and on the receiving end of their reports. Recently, I had the privilege (or perhaps frustration) of reviewing SEO reports for a few local companies. This exercise left me asking the age-old question: when is it time to fire your SEO agency?

From outdated tactics to meaningless metrics, there's a lot to consider before deciding if your SEO partner is truly adding value or just providing you with fluff. Here are some of the key indicators I've seen that might mean it’s time to cut ties and find a new partner.

1. Lack of Understanding Your Business Goals

The first place to start with any SEO agency should be in-depth conversations about your business goals. A quality SEO team should ask, "What are your priorities?" and "What outcomes are you seeking from this investment?" SEO isn't a one-size-fits-all approach, and it shouldn't be based solely on rankings. If your SEO team only talks about keywords, rankings, and domain authority without a bigger picture of your business objectives, that's a red flag. You want them focused on how SEO can impact your business's bottom line, not just vanity metrics.

Curious about the right questions to ask? Learn more in SiteLogic’s SEO Essentials Course to gain a solid understanding of SEO fundamentals and make sure your team is aligned with your goals.

2. Reporting Only on Rankings and Domain Authority

SEO is not merely about climbing the Google ranks or increasing domain authority—these are superficial indicators. Sure, rankings have a place in understanding visibility, but they shouldn’t be the only measure of success. Domain authority, in particular, is a third-party metric, based on assumptions about Google’s algorithms. Focusing too heavily on this can lead to a disconnect from actual, valuable outcomes for your business. I’ve seen reports where agencies proudly showcase a “domain authority increase” without realizing the score is generated by the SEO tool they’re using—not by Google itself.

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3. No Analytics Audit

One of the first steps in any effective SEO engagement is an analytics audit. This should ensure that conversions, lead values, and engagement metrics are being tracked accurately. If your agency hasn’t reviewed or corrected your analytics setup, it’s a serious miss. Without reliable data, neither you nor your SEO team can make informed decisions. You need to know which pages are "paying the rent" and delivering real value to your business.

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4. They’re Not Transparent

Transparency is key to any successful partnership. Your SEO team should make it easy for you to see exactly what they’re working on each month. If you only receive vague updates or reports full of screenshots from their software, it’s likely they’re avoiding accountability. Genuine reporting includes analysis, insights, and recommendations, not just charts and numbers. And if you feel overwhelmed by the data, that’s often by design—some agencies believe that burying you in metrics means you won’t ask tough questions. Don’t fall for it.

5. Obsessed with Vanity Metrics

Some agencies focus too much on metrics that don't tie back to business outcomes, like impressions or rankings. This can be misleading. Rankings fluctuate, and impressions don’t pay the bills. You need reports that focus on meaningful outcomes, like conversions or customer engagement. Ask your agency to connect their metrics to your business goals—if they can’t, then it may be time to look elsewhere.

6. Inflexibility and Outdated Tactics

If your SEO agency is still relying on tactics from years past—such as stuffing keywords, focusing only on rankings, or creating low-quality links—it’s a sign they’re not keeping up with the times. A modern SEO strategy should embrace content quality, digital PR, and conversion optimization. And if they’re not willing to tailor their approach to your business, instead trying to fit you into a rigid template, that’s another red flag.

Final Thoughts

Firing an SEO agency can feel daunting, especially if they’ve been with you for a while. But the truth is, your agency should feel like a partner, not a vendor. They should be invested in your success, ask about your goals, and use metrics that genuinely reflect value—not just a report that makes them look busy.

If your SEO partner falls short in any of these areas, it might be time to part ways. SEO is a vital part of your digital marketing, and the right agency can make all the difference. Don’t settle for outdated tactics or vanity metrics. Look for a team that understands your business, is transparent in their reporting, and is genuinely committed to driving real results.

In the end, SEO should be about building sustainable, long-term growth for your business. And if your agency isn’t providing that, then it’s time to find one that will.