The SEO Industry Has a Serious Scam Problem

This is something I wish more business owners knew: for every legitimate SEO professional out there, there are probably ten people making promises they have zero intention of keeping.

They target small business owners who know SEO matters but don't really understand how it works. And the result? Thousands of dollars wasted on services that do nothing—or worse, actively hurt your site.

I've seen businesses burned badly by this. So let's talk about what to watch for, so you don't become the next victim. (If you're looking for legitimate help, here's how to choose a reputable web design agency.)

The Classic SEO Scam Playbook

"We'll Get You to #1 on Google!"

This is the big one. Any time someone promises you the #1 spot, run.

Nobody can guarantee that because:

• Google's algorithm considers 200+ factors
• Rankings shift constantly
• Competition varies by keyword
• What you rank for might not even matter

What they actually deliver: Ranking #1 for some obscure phrase nobody searches. "Bob's Plumbing Cedar City Utah Emergency Same Day Service" — congrats, you're #1 for a term with zero monthly searches. Totally useless.

"We Have a Special Relationship with Google"

No. They don't. Nobody does. Google doesn't have partnerships with SEO companies for preferential treatment. That's not how any of this works.

Google does have advertising certifications (Google Ads), but those don't affect organic rankings at all.

The Cold Call or Cold Email

You get an unsolicited email or call: "We noticed your website isn't ranking well. Our analysis shows critical problems. We can fix this for just $299/month..."

Legitimate SEO agencies don't need to cold call. Their results and referrals bring in business. Mass outreach is how scammers operate.

"See Results in 30 Days"

Real SEO takes 3-12 months. Anyone promising meaningful results in 30 days is either:

• Lying about what they'll actually deliver
• Using sketchy tactics that'll get you penalized
• Planning to take your money and disappear

The "Free Audit" That's Really a High-Pressure Sales Pitch

Some audits are legit lead generation. But scam audits:

• Show you scary "problems" that don't actually exist
• Use jargon to confuse you
• Pressure you to sign a contract immediately
• Wildly exaggerate issues to justify their services

Red Flags in Any SEO Proposal

Guaranteed rankings: No one can guarantee this. Period.

Too-cheap pricing: Quality SEO takes real work. $99/month for "full SEO services" means they're either doing almost nothing or cutting corners that'll hurt you.

Vague deliverables: "SEO optimization" isn't a deliverable. What specifically will they do? How many blog posts? What kind of link building? What's in the monthly report?

They can't explain their strategy: If they won't tell you what they're doing or why, that's a problem. Real SEOs educate their clients.

Long contracts with hefty cancellation fees: 12-24 month contracts with $1,000+ cancellation penalties are designed to trap you. Confident providers don't need to lock you in.

"We'll submit to thousands of search engines": Only 3 search engines matter: Google, Bing, and maybe Yahoo. There aren't 500 search engines. This is meaningless busywork.

Obsession with meta keywords and keyword density: These were important in 2005. Modern SEO is way more sophisticated. If someone's focused on this stuff, their knowledge is 20 years out of date.

Sketchy Techniques to Avoid

These might show short-term gains but usually end in penalties:

Buying links: Google explicitly forbids this. Participating in link schemes can tank your rankings.

Private Blog Networks (PBNs): Networks of fake sites created just to build links. Google finds and penalizes these.

Keyword stuffing: Cramming keywords in unnaturally. Hurts readability and triggers penalties.

Cloaking: Showing search engines different content than users see. Serious violation, harsh penalties.

Fake reviews: Buying or fabricating reviews. Platforms detect patterns and penalize.

Spun content: Content that's just slightly modified from other sources. Google recognizes this.

Questions to Ask Before Hiring Anyone

"Can you show me case studies or actual results?"

Legitimate SEOs have portfolios they're proud of. Ask for examples from businesses like yours.

"What exactly will you do each month?"

Expect specifics: X blog posts, outreach to Y websites, technical audit, monthly report with these metrics.

"What metrics will you track?"

Rankings alone aren't enough. Traffic, conversions, leads—business outcomes are what matter.

"How do you build links?"

If they mention buying links or get cagey about their approach, walk away.

"What results can I realistically expect and when?"

Honest answer: "Improvements in 3-6 months, significant results in 6-12 months, depending on competition."

Scam answer: "#1 rankings in 30 days guaranteed."

"What happens if I want to cancel?"

Reasonable: 30-60 day notice, no penalty.

Unreasonable: Large cancellation fees, they keep ownership of work done.

"Do I own the content and work you produce?"

Everything they create for you should be yours. Some shady providers retain ownership to keep you dependent.

What Legitimate SEO Looks Like

Realistic expectations: "We'll work to improve your visibility over the coming months. Based on competition, expect meaningful improvements in 4-6 months."

Clear deliverables: Monthly breakdown of exactly what they'll do—4 blog posts, technical audit, 10 outreach emails, citation cleanup, monthly call, performance report.

Transparent reporting: Regular reports showing work done, rankings, traffic changes, leads generated. No hiding behind jargon.

They educate you: They explain what they're doing and why. You understand your SEO strategy, not just trust blindly.

You own everything: Content, links, accounts—if you leave, it all stays with you.

Reasonable pricing: Quality SEO typically costs $500-$2,000+/month for small businesses. Below $300/month should raise questions.

No ranking guarantees: They guarantee their work and effort, not Google's response.

If You've Already Been Scammed

Stop payment. Cancel recurring charges. Dispute with your credit card if needed.

Check the damage. Did they make changes to your site? Look for spammy links, weird content changes, technical modifications.

Clean up. Remove any sketchy stuff they implemented. Use Google Search Console to disavow bad links.

Report them. File complaints with the FTC, BBB, and leave honest reviews to warn others.

Move forward carefully. Take time vetting your next provider. The right partner is worth finding.

Our Approach

We build websites with SEO baked in from the start—proper structure, local optimization, technical foundations that help you rank without needing constant payments to an agency.

For ongoing SEO, we're transparent about what we do, realistic about timelines, and focused on actual business results. No guaranteed rankings. No sketchy tactics. No surprises.