What you should know before buying SEO services
Buying SEO feels like a gamble. You’re committing to something you don’t fully understand, with no guarantee it’ll work. The industry doesn’t make it easier—it’s filled with jargon, conflicting advice, and agencies promising overnight miracles.
Here’s what you actually need to know to make a confident decision.
What SEO includes (and what it doesn’t)
Most SEO services cover four core components: keyword research, on-page optimization of titles and content structure, technical fixes for site speed and mobile performance, and link building to establish credibility.
What’s often excluded—and charged separately—is content writing. Some agencies include it, many don’t. Same goes for website redesigns, paid advertising, or social media. These are different services that sometimes overlap with SEO, but aren’t automatically part of the package.
Ask exactly what the deliverables are—how many pages optimized, how many links built, how often you’ll get reports.
How long SEO takes to work
Initial results typically appear in 3-6 months, with substantial gains in 6-12 months. According to Google’s official guidance, “SEOs need four months to a year to help your business first implement improvements and then see potential benefit.”
Why? Google needs time to crawl changes, assess trustworthiness, and compare you against established competitors. It’s not arbitrary—it’s how search engines work.
Red flags that should make you walk away
Guaranteed rankings. No one can guarantee specific rankings. Google’s algorithm changes constantly, and claiming otherwise means they’re either lying or planning to use manipulative tactics that’ll get you penalized.
Lack of transparency. If an agency won’t explain their methods or claims “proprietary techniques we can’t disclose,” that’s usually code for black hat tactics—strategies that violate Google’s guidelines and risk getting your site de-indexed.
No verifiable case studies. If they can’t show you real examples of businesses they’ve helped—with specific metrics and timelines—they likely don’t have a track record worth trusting.
Green flags that signal quality
Good agencies provide detailed proposals before you commit. Not vague promises, but specific deliverables: “We’ll optimize 10 pages, build 5 quality backlinks, and provide monthly traffic reports with actionable insights.”
They offer transparent reporting and take time to educate you. You should understand what they’re doing and why—SEO isn’t magic, and legitimate providers want you to learn.
They set realistic timelines (3-6+ months) and build custom strategies based on your business, not cookie-cutter templates they apply to everyone.
Most importantly, they explain what they need from you. Which leads to the next point.
SEO requires your participation
This is where most buyers get it wrong: SEO isn’t something you buy and forget. It’s a partnership.
You’ll need to provide website access, approve changes, answer questions about priorities, and sometimes create content the agency can’t produce alone. Agencies can implement technical fixes and build links, but they can’t succeed without your involvement.
Expect 2-5 hours monthly—reviewing reports, providing feedback, approving strategy shifts. If you don’t have that time, SEO might not be the right investment yet.
Questions to ask before you sign
Here are the essentials:
- “What exactly is included, and what isn’t?”
- “When will I realistically see results, and how do you define ‘results’?”
- “Can you share three case studies from businesses similar to mine?”
- “How do you measure success? What KPIs do you track?”
- “What do you need from me to make this work?”
Pay attention to how they answer. Vague responses or pressure tactics are warning signs. Clear, patient explanations signal expertise.
Before you commit
Get everything in writing: scope, deliverables, timeline, and what happens if results don’t materialize. A legitimate agency won’t hesitate to put it all in a proposal.