How Small Businesses Can Avoid Getting Ripped Off by SEO Companies
The $1,200 Monthly Mistake That's Draining Small Business Budgets
Here's a scenario playing out right now across Phoenix, Tucson, and Flagstaff:
A small business owner receives a cold call: “We've analyzed your website and found 47 critical SEO errors costing you thousands in lost revenue. For just $1,200 per month, we'll fix everything and get you to page one in 30 days—guaranteed.”
It sounds urgent. It sounds professional. And it's designed to sound that way.
Three months and $3,600 later, the only thing that's changed is the business owner's bank balance. No rankings improved. Traffic didn't budge. And when they try to cancel, they discover they're locked into a 12-month contract with a $5,000 early termination penalty.
This isn't a hypothetical. At Digitaleer SEO & Web Design, we hear versions of this story every month from Phoenix-area businesses who come to us for help undoing damage from previous agencies. Our comprehensive SEO services are built on transparency and measurable results—the exact opposite of the scams we see every day.
The good news? You can protect yourself. You just need to know what real SEO looks like versus what scammers promise.
Understanding What You're Really Paying For
Before we dive into red flags and warning signs, let's establish what legitimate SEO actually involves. When you understand what you're buying, it's much harder to be sold snake oil.
Here's what you should actually expect to pay for professional SEO work in Phoenix, Tucson, or Flagstaff:
Local/Basic SEO for Small Businesses:
$500-$1,000/month:
Google Business Profile management
Monthly technical audit and fixes
1-2 blog posts or service pages per month (500-800 words)
Basic link building (2-3 quality links/month)
Monthly reporting with rankings and traffic
Best for: Local service businesses, single-location companies, limited competition
$1,000-$2,000/month:
Everything in basic tier
2-4 content pieces per month (800-1,500 words)
More aggressive link building (4-6 links/month)
Detailed competitor analysis
Conversion rate optimization
Review management system
Best for: Competitive local markets, multi-service businesses, moderate online competition
$2,000-$5,000/month:
Everything in mid-tier
4-8 content pieces per month
Comprehensive technical SEO
Advanced link building campaigns
Multiple locations managed
Custom reporting and strategy sessions
Best for: Multiple locations, highly competitive industries, e-commerce
Above $5,000/month:
Enterprise-level work
Large content production
Complex technical implementations
National or multi-state campaigns
Dedicated account management
Red flag: If someone quotes you $1,500/month but can't explain what they'll actually DO for that money beyond “SEO package,” walk away.
Important: These ranges assume you're working with a legitimate agency. Scammers often undercut these prices dramatically to get you in the door, then deliver nothing of value.
Red Flags in SEO Proposals and Sales Pitches
Let's talk about the warning signs that should make you stop and think twice before signing anything.
Red Flag #1: Guaranteed Rankings
What they say:
“We GUARANTEE first-page rankings in 30 days”
“We'll get you the #1 spot for your top keywords”
“100% guaranteed results or your money back”
Why it's a red flag:
No legitimate SEO agency can guarantee specific rankings. Here's why:
They don't control Google's algorithm - Search engines use hundreds of ranking factors that change constantly. Nobody outside Google knows exactly how they work.
Competitor activity affects rankings - Even if your site improves, competitors might improve faster. Rankings are relative, not absolute.
Quality rankings take time - According to research from Ahrefs analyzing 2 million keywords, it takes an average of 3-6 months for pages to reach Google's top 10, and that's only for pages that make it at all. Anyone promising 30-day results is lying or planning to use tactics that will get you penalized.
What a honest agency says instead:
Based on your current site, competition level, and budget, here's what we realistically expect to achieve:
Months 1-3: Technical foundation, initial content, beginning to rank for long-tail keywords
Months 3-6: Ranking improvements for target keywords, measurable traffic increases
Months 6-12: Established presence, consistent lead generation, ongoing optimization
We can't guarantee #1 rankings, but we can guarantee our effort, expertise, and ethical approach.
Example for a Phoenix HVAC prospect:
A competitor promised them “#1 for 'Phoenix air conditioning' in 60 days or money back.”
The reality? “Phoenix air conditioning” gets 5,000+ monthly searches and is dominated by huge companies with massive budgets. No small local company can realistically compete for that phrase.
Instead, we helped them rank for realistic phrases like:
“24/7 emergency AC repair Scottsdale” (achievable, valuable)
“best HVAC company North Phoenix” (local, attainable)
Result: They'll get actual customers, not empty promises. This is the approach we take with all our Phoenix SEO clients—focusing on keywords that actually drive business, not just vanity metrics.
Red Flag #2: Vague or Non-Specific Deliverables
What they say:
“We'll do comprehensive SEO”
“Full optimization package”
“Everything you need to rank”
“Complete digital marketing services”
What you should ask:
“Specifically, how many hours will you spend on my site each month?”
“How many pieces of content will you create, and what length?”
“How many backlinks will you build, and what quality standards?”
“What specific pages will you optimize?”
“Can I see a sample monthly report for a client similar to me?”
Red flag response:
Dodges the questions
Gives vague answers like “as much as needed”
Says “it depends on what we find”
Can't show sample work
Good response: “Here's exactly what's included in your package:
Monthly deliverables:
4 hours technical SEO work (site speed, mobile optimization, schema markup)
2 blog posts (1,200 words each, keyword-optimized)
1 service page rewrite or creation
5-8 quality backlinks from relevant websites (we'll show you each one)
Google Business Profile management (weekly posts, review monitoring)
Monthly report showing:
Rankings for your 20 target keywords
Organic traffic growth
New backlinks acquired (with sources)
Content created (with links)
Technical issues found and fixed
Action plan for next month
You'll receive this report by the 5th of each month, and we'll schedule a 30-minute call to review it together.”
Why specificity matters:
At Digitaleer, we've taken over accounts where the previous agency was billing $2,000/month but only spending 2-3 hours actually working on the site. The rest? Complete fabrication in monthly reports.
When you demand specifics upfront, scammers can't hide.
Red Flag #3: Long-Term Contracts with Harsh Penalties
What they require:
12-month minimum contracts
Steep early termination fees ($2,000-$5,000)
Auto-renewal clauses
No month-to-month options after initial period
Why it's a red flag:
Ethical agencies earn your business every month. They don't need to trap you in contracts.
Think about it: If they're confident in their results, why do they need to legally force you to stay?
What legitimate agencies offer:
For established businesses:
Month-to-month agreements after initial 3-6 month period
Reasonable ramp-up period (3 months is fair for seeing results)
No early termination penalties, or minimal ones (1 month's fee max)
Clear cancellation terms (30 days notice is standard)
For new businesses or competitive industries:
6-month minimum commitment (fair—SEO takes time)
After 6 months, convert to month-to-month
Small termination fee if ending before 6 months (covering setup costs)
Red flag contract clauses:
Clause 1: Auto-renewal “This agreement will automatically renew for successive 12-month terms unless canceled 90 days before expiration.”
Translation: They're betting you'll forget to cancel. Even if you remember, you need to cancel 3 months early or you're locked in for another year.
Clause 2: Vague termination fees “Early termination will result in fees equal to remaining contract value plus 20% penalty for setup costs already incurred.”
Translation: If you signed a 12-month contract at $1,500/month and want out after 3 months, you owe: (9 months × $1,500) + 20% = $16,200.
Clause 3: Ownership restrictions “All content, links, and SEO work performed remains property of [Agency] and will be removed upon contract termination.”
Translation: They'll delete blog posts they wrote, disavow backlinks they built, and potentially sabotage your rankings if you leave.
The sales pitch: “We'll write two 2,000-word blog posts per month, optimized for your target keywords.”
What the contract actually says: “Agency will provide content creation services as needed.”
Or worse:
The pitch: “We'll create custom content for your Phoenix dental practice.”
The contract: “Content may be templated or reused across multiple clients in non-competing markets.”
Translation: Your “custom” blog post about Phoenix dental implants is the exact same article they're selling to dentists in 47 other cities, with only the city name changed.
How to catch this:
Read the contract carefully - Don't skim it. Every word matters.
Compare to sales materials - Make a list of everything promised in calls, emails, and proposals. Then verify each item appears specifically in the contract.
Call out discrepancies immediately - “Your sales presentation said 2,000-word blog posts, but the contract just says 'content creation services.' Can we specify 2,000 words in the contract?”
Get specifics in writing - If they say "oh, that's just standard legal language, we'll definitely do what we discussed,” respond: “Great! Then you won't mind updating the contract to specify exactly what we discussed.”
Example from a Tucson restaurant:
They were promised “professional photography and custom blog posts about your menu.”
The contract said “multimedia content creation.”
What they got: Stock photos from Getty Images (that anyone could buy) and blog posts clearly written by AI with zero knowledge of their actual menu or restaurant.
When they complained, the agency pointed to the contract: “We provided multimedia content as agreed.”
Lesson: If it's not in the contract with specifics, it's not a promise.
Questions to Ask Before You Sign Anything
Here are the questions that separate legitimate agencies from scammers. Pay close attention to how they respond—good agencies welcome these questions.
Question 1: “Can I see 2-3 case studies from similar-sized businesses?”
What you're looking for:
Real examples with:
Client industry (doesn't have to name the company)
Starting metrics (traffic, rankings, leads)
What work was actually done
Results after 6-12 months
Specific numbers, not percentages
Good response:
“Absolutely. Let me show you three similar businesses we've helped:
Client A: Scottsdale Plumbing Company
Starting point: 200 monthly visitors, not ranking for any major service keywords
Work performed: Technical SEO overhaul, 24 service pages optimized, 48 blog posts over 12 months, local citation building
Results after 12 months: 2,400 monthly visitors (1,200% increase), ranking in top 5 for 23 target keywords, 15-20 qualified leads per month
They're still our client after 3 years
Client B: Tucson Family Law Attorney
Starting point: Existing site with minimal traffic, 5 Google reviews
Work performed: Complete site restructure, 40 practice area pages, FAQ strategy, review generation system
Results after 12 months: Organic traffic up 340%, 67 Google reviews (4.9 stars), ranking for 50+ question-based keywords
Case examples: Ranking #1 for 'child custody attorney Tucson' and similar high-value phrases
Client C: Phoenix HVAC Contractor
Starting point: Good reputation but minimal web presence
Work performed: [specific details…]
Results after 12 months: [specific metrics…]
Bad response:
“We've helped hundreds of businesses improve rankings!”
“Our clients see an average 300% traffic increase”
Shows fake screenshots of analytics (check dates, does the timeline make sense?)
Only shows percentage increases without baseline numbers
Why this matters:
Real results are specific and verifiable. Vague claims are meaningless.
Question 2: “What specific SEO techniques will you use?”
What you're listening for:
They should explain their approach in plain language, including:
How they'll improve your site technically
What kind of content they'll create
How they'll build backlinks (ethical methods only)
How they'll optimize for local search
What tools they use
Good response:
Here's our approach for your Phoenix plumbing business:
Technical SEO:
Audit your site speed (currently loading in 4.2 seconds, goal is under 2 seconds)
Implement schema markup for LocalBusiness, Service, and Review
Fix mobile responsiveness issues (your form doesn't work on iPhone)
Create XML sitemap and submit to Google Search Console
Set up Google Business Profile tracking
Content Strategy:
Rewrite your 8 main service pages (they're currently only 200 words each, we'll expand to 800-1,200 words with Q&A sections)
Create 20 question-based FAQ pages answering what customers actually ask
Write 2 blog posts monthly (1,200 words each) about common plumbing issues in Phoenix (monsoon damage, hard water, etc.)
Link Building:
Local directory submissions (BBB, Angie's List, HomeAdvisor)
Get listed in Phoenix New Times, Arizona Republic business directories
Reach out to local real estate agents, property managers for backlinks
Get mentioned on local home service blogs (ethical outreach, no paid links)
Supplier/manufacturer partnerships (if you're certified for specific brands)
Local SEO:
Optimize Google Business Profile completely
Build consistent citations across 50+ directories
Generate reviews (we'll create a system, but won't buy fake reviews)
Create location-specific pages for each Phoenix neighborhood you serve
Tools we use:
Google Analytics and Search Console (we'll set these up in your account)
SEMrush for keyword research and competitor analysis
Screaming Frog for technical audits
Ahrefs for backlink analysis
We don't use any black-hat techniques. Everything we do complies with Google's webmaster guidelines.
Bad response:
“We have proprietary techniques we can't reveal”
Mentions “secret methods” or “special relationships with Google”
Talks about “private blog networks” or “link schemes”
Says they'll “stuff keywords”, “cloak content”
Mentions “doorway pages” or “link farms”
Can't explain their process in plain language
These are black-hat techniques that violate Google's Webmaster Guidelines on link schemes and will get your site penalized. Once penalized, recovery can take months or may be impossible.
Question 3: “How will you report on results and what metrics matter most?”
What you should hear:
Clear explanation of:
How often you'll receive reports (monthly minimum)
What metrics they'll track
How they'll connect SEO to business results
“How you'll communicate
Good response:
You'll receive a detailed monthly report by the 5th of each month, covering:
Rankings:
Your position for 20 target keywords (we'll agree on these together)
Movement up or down from previous month
New keyword rankings we've achieved
Traffic:
Total organic visitors
Traffic by landing page
Traffic by location (since you serve Phoenix, Scottsdale, and Tempe)
New vs. returning visitors
Engagement:
Pages per session
Average session duration
Bounce rate by landing page
Goal completions (phone calls, form submissions, email clicks)
Conversions & Leads:
Form submissions from organic traffic
Phone calls from organic traffic (we'll set up call tracking)
Cost per lead (your SEO investment divided by leads)
Work Completed:
Content published (with links to each piece)
Technical issues fixed
Backlinks built (source, anchor text, page it links to)
Google Business Profile activity
Next Month's Plan:
What we'll focus on based on results
Any changes to strategy
Your approval on major changes
”We'll schedule a 30-minute call mid-month to review the report and answer questions. You can also email anytime with questions—we respond within 24 hours.”
What matters for YOUR business:
The right metrics depend on your goals:
Local service businesses (plumbers, electricians, HVAC, etc.):
Most important: Phone calls and form submissions from organic traffic
Also track: Google Business Profile actions (calls, direction requests, website clicks)
Rankings: Focus on local intent keywords (“emergency plumber Scottsdale”)
Professional services (lawyers, accountants, consultants):
Most important: Qualified leads (form submissions with detailed info)
Also track: Time on site for key pages (indicates thorough reading)
Rankings: Question-based keywords (“how much does divorce cost in Arizona”)
E-commerce/retail:
Most important: Online sales from organic traffic
Also track: Add-to-cart rate, conversion rate by landing page
Rankings: Product-specific keywords with buying intent
Restaurants:
Most important: Reservation bookings, online orders
Also track: Google Business Profile views and actions
Rankings: Local discovery (“best “cuisine] near me”)
Bad response:
“We'll increase your domain authority” (DA is a third-party metric that doesn't directly correlate to business results).
“We'll improve your bounce rate” (without explaining why that matters).
“Your rankings will go up” (without connecting rankings to traffic and conversions)
Focuses only on vanity metrics (page views, impressions)
“Shows rankings for irrelevant keywords they know yo”'ll rank for (“your business name + city”)
Red flag metrics:
Scammers love to report on metrics that sound good but mean nothing:
Domain Authority (DA) - This is Moz's proprietary metric. Google doesn't use it.
Page Authority (PA) - Same as above
Social signals - Social shares don't directly affect rankings
Indexed pages - Having 1,000 pages indexed doesn't help if they're low quality
Brand searches - Ranking #1 for your own company name isn't an achievement
Question 4: “Can you explain your approach to my specific industry and competition?”
What you're looking for:
They should demonstrate understanding of:
Your industry's search landscape
Who your real competitors are
What keywords actually matter
Unique challenges in your market
Good response:
Let's talk specifically about the Phoenix family law market:
Your main SEO competitors aren't who you might think:
Your biggest competitor in court might be Smith & Associates, but online it's actually:
Jackson Family Law (ranking for 15 of your target keywords)
Desert Legal Group (strong Google Business Profile, 200+ reviews)
You specialize in high-net-worth divorce (they don't)
You're fluent in Spanish (huge opportunity—50% of family law searches in Phoenix include Spanish)
You have mediation certification (differentiator)
Our strategy will focus on:
Your specialization: We'll create deep content around high-net-worth divorce, business valuation in divorce, property division for executives. These keywords have less competition but higher value clients.
Bilingual content: Create Spanish-language pages for key services. Very few competitors do this well in Phoenix.
Mediation angle: Content about collaborative divorce and mediation processes. You can rank quickly here.
Local relevance: Arizona-specific content (community property laws, how Maricopa County courts work, Arizona child custody factors)
Realistic timeline:
Months 1-3: You'll likely rank for long-tail, specific questions (“Can I get alimony after 5 years of marriage in Arizona”)
Months 6-12: Competing for harder terms (“family law attorney Phoenix”)
Month 12+: Challenging the top players for primary keywords
Competition level:
Phoenix family law is VERY competitive (medium-high difficulty). You're going up against:
Large firms with big budgets
Established online presence (they've been doing SEO for years)
Strong link profiles (hundreds of backlinks)
This means:
Results will take longer than a less competitive industry
We need to be strategic about which keywords we target
Budget matters—$1,000/month in this market moves the needle slowly; $2,000-$3,000/month is more realistic for meaningful results
What we won't promise:
I won't promise you'll rank #1 for 'divorce lawyer Phoenix' in 6 months. That's a brutal keyword with huge firms competing for it.
“But I can promise we'll help you rank for valuable, achievable keywords that bring clients. And we'll build toward those bigger keywords over time.”
Bad response:
Doesn't mention your competitors at all
Says every industry is the same approach
Promises quick results in obviously competitive spaces
Hasn't researched your market at all
Can't explain why certain keywords matter to your business
Red flag:
“If they can't explain your competitive landscape after supposedly analyzing your site, they haven't actually done any research. They're giving you a generic pitch.
Question 5: “What happens to my website and SEO assets if I cancel?”
What you should hear:
Clear ownership terms:
Content they create
Backlinks they build
Technical implementations
Google Analytics and Search Console access
Google Business Profile ownership
Good response:
Great question. Here's exactly what happens:
You own:
All content we create (blog posts, service pages, etc.)
Your Google Analytics and Search Console accounts (we set these up in YOUR account, not ours)
Your Google Business Profile (always stays in your control)
All technical improvements to your site (schema markup, site speed fixes, etc.)
What stays:
Backlinks remain live (we don't remove or disavow them)
Directory listings stay active
Everything we built becomes part of your site permanently
Transition support:
We provide a detailed handoff document explaining all work completed
We'll do a 1-hour meeting with your new agency or internal team (included)
We'll answer questions for 30 days after cancellation
No sabotage, no drama
What we ask:
30 days notice so we can wrap up current projects
Outstanding invoices paid
That's it
”Our goal is for you to stay because you're getting results, not because we're holding your website hostage.”
Bad response:
“All SEO work is proprietary and will be removed”
“Links we built will be disavowed”
“Content remains our intellectual property”
“You'll lose all rankings if you leave”
Threats or intimidation about canceling
Red flag clause in contracts:
“Upon termination, the agency reserves the right to remove all backlinks, citations, content, and technical implementations performed during the contract term.”
Translation: They'll sabotage your site if you leave.
The right way (Digitaleer approach):
At Digitaleer, you own everything we create. If you decide to move on, you keep:
Every blog post and page we wrote
All technical improvements
All backlinks (we never remove them)
Complete documentation of work performed
Your analytics accounts
Why? Because we're confident you'll stay based on results, not legal threats.
”Reporting on each link (source, anchor text, page)
Reporting:
Report delivery date (e.g., "by 5th of each month")
Required metrics in report
Meeting frequency and format
Response time for questions
Example of good contract language:
Monthly Deliverables:
Technical SEO: 4 hours minimum monthly work including site speed optimization, schema markup implementation, mobile responsiveness fixes, and technical audits
Content: 2 blog posts (1,200 words minimum each), professionally written, keyword-optimized, with relevant internal links
Link Building: Minimum 4 quality backlinks from websites with Domain Rating 30+, relevant to client's industry, NO PBNs or link farms
Local SEO: Weekly Google Business Profile posts, review monitoring, citation building (10 new citations monthly for first 6 months)
Reporting: Detailed monthly report delivered by 5th of each month including rankings, traffic, conversions, backlinks, and work completed
Communication: 30-minute strategy call monthly, email responses within 24 business hours"
Clear Ownership Terms
What should be specified:
You own:
All content created (blog posts, pages, articles)
Google Analytics and Search Console accounts
Google Business Profile
Technical improvements to your website
Email lists or databases generated
Social media accounts (if managed)
Agency retains:
Internal processes and documentation
Proprietary tools or software they use
Their methodology and strategies
Upon cancellation:
Backlinks remain active (never removed)
Content stays on your site
Technical improvements remain
Accounts transfer fully to you
Transition documentation provided
Example contract language:
Ownership & Intellectual Property:
All content created for Client (including but not limited to blog posts, service pages, graphics, and videos) becomes sole property of Client upon payment. Client retains all rights to republish, modify, or remove this content.
All Google accounts (Analytics, Search Console, Tag Manager, Business Profile) will be established in Client's name with Client as primary administrator. Agency will have access only during active service period.
Upon contract termination, Agency will:
Transfer any remaining account access to Client
Provide documentation of all work completed
Maintain existing backlinks and citations (will not remove or disavow)
Deliver source files for any designs or graphics created
Agency retains rights to proprietary processes, internal tools, and general methodologies used in service delivery.
Pricing Transparency
What must be clear:
Monthly cost:
Exact dollar amount
What's included for that amount
What costs extra
Setup fees:
One-time costs, if any
What setup includes
When setup is complete
Additional costs:
What triggers extra charges
How much extra services cost
Approval process for additional work
Payment terms:
When payment is due (e.g., first of month, upon invoice)
Accepted payment methods
Late payment penalties
Tax information
Example:
Pricing & Payment:
Base monthly service: $1,500/month
Includes:
All deliverables specified in Section 3
Tools and software required for service delivery
Monthly reporting and strategy call
Email support (responses within 24 business hours)
Setup Fee (one-time): $500
Initial site audit
Google Analytics and Search Console setup
Keyword research and strategy document
First month content planning
Additional services available:
Extra blog posts: $300 each (1,200 words)
Video content creation: $500 per video (3-5 minutes)
How to provide notice (email, certified mail, etc.)
What happens during notice period
Penalties:
Early termination fees, if any (should be minimal or none)
When penalties apply
How they're calculated
Final payment:
What you owe upon cancellation
Return of unused funds, if any
Outstanding work delivery
Post-cancellation:
What happens to accounts
Transition support included
Contact for questions after termination
Example:
Termination Terms:
Initial Contract Period: 3 months (reasonable setup and ramp-up time)
After initial 3 months, either party may terminate with:
30 days written notice (email acceptable to billing@agency.com)
No early termination penalties after month 3
If terminated before 3 months, Client pays lesser of: remaining contract value OR $750 (covers setup costs incurred)
Final obligations:
Client pays for all services rendered through notice period
Agency completes all in-progress work
Agency provides transition documentation within 15 days
Agency transfers all account access immediately
No automatic renewal: Contract converts to month-to-month after initial 3-month period.
Post-termination support:
Agency provides transition call with new provider (1 hour, no charge)
Agency answers questions via email for 30 days after termination
Agency does not remove or disavow backlinks
Agency does not remove or claim ownership of created content
Practical Steps to Protect Yourself
Now let's talk about what you should DO to avoid getting scammed:
Step 1: Have Real Conversations with at Least 3 Agencies
Don't go with the first agency that pitches you. Talk to at least three companies and compare what you learn from each conversation.
Here's the truth about proposals: A good agency should be able to explain everything clearly in a discovery call. If they understand your business, market, and goals, you shouldn't need an elaborate 20-page proposal. Beware of agencies that spend more time on flashy proposals than on understanding your actual needs.
Don't make your decision based solely on price. The cheapest option is often cheap for a reason. But also beware of the most expensive option hiding behind an impressive presentation.
Focus on:
Value (what you get for the money)
Transparency (how clearly they explain everything)
Compatibility (do you trust them?)
Expertise (do they understand your industry?)
Results (can they prove their claims?)
Questions (did they ask more than they talked?)
Real example:
A Phoenix chiropractor talked to three agencies:
Agency A: $799/month, sent a beautiful 35-page proposal with stock photos, 12-month contract, guaranteed page 1 rankings Agency B (Digitaleer): $1,500/month, explained everything clearly on the discovery call, 3-month initial then month-to-month, realistic timeline Agency C: $2,500/month, impressive proposal deck, 6-month contract, enterprise-level service
He almost went with Agency A because of the low price and impressive proposal.
Agency A:
Beautiful proposal but vague deliverables
SEO services (no specifics)
Content creation (didn't specify how much)
Link building (didn't specify methods)
Generic report template
Discovery call felt like a pitch, not a conversation
Agency B (Digitaleer):
No elaborate proposal needed—everything explained clearly
Discovery call was 80% questions about his practice, 20% explanation
Agency C:
Impressive proposal with case studies
Everything in Agency B plus video content, advanced technical work, dedicated account manager
More than he needed for his practice size
Felt like overkill for a single-location practice
He chose Agency B. After 12 months, his practice was getting 15-20 new patient inquiries per month from organic search.
Lesson: The best agencies spend more time understanding your business than impressing you with proposals. Judge them by the questions they ask and how clearly they explain their approach, not by how pretty their sales materials are.
Step 2: Demand (and Verify) Case Studies and References
Don't just ask for case studies. Follow up on them.
Questions to ask when reviewing case studies:
“What was the timeline from“start to these results?”
“What was this client's budget compared to mine?”
“How similar is this company to my business?”
“Can I see their actual website and verify the results?”
Red flags in case studies:
❌ No actual company names (even with “client confidentiality”) ❌ Results are only percentages, no raw numbers ❌ Unrealistic timelines (went from 0 to dominant in 2 months) ❌ Can't provide contact information for references ❌ Results are from years ago with no recent examples
How to verify case studies:
Visit the client's website:
Is it actually well-optimized?
Does content look professional?
Is technical SEO solid?
Check their rankings:
Google the keywords they claim to rank for
See where the client actually appears
Use incognito mode to get unbiased results
Look at their Google Business Profile:
Review count and quality
Photos and posts
Does it look professionally managed?
Check backlink profile:
Use free tool like Ahrefs (limited free searches)
Look at quality of backlinks
Any obvious spam or PBN links?
We have nothing to hide because our results are real.
Step 3: Evaluate During the Sales Process
Pay attention to HOW they sell, not just WHAT they sell:
Green flags (good signs):
✅ They ask lots of questions about YOUR business ✅ They explain things in plain language ✅ They set realistic expectations ✅ They show you exactly what they'll do ✅ They're transparent about pricing ✅ They acknowledge your competitors ✅ They explain WHY certain things matter ✅ They don't pressure you to sign immediately ✅ They provide information in writi”g ✅ They're okay with you consulting a lawyer
Red flags (warning signs):
❌ High-pressure sales tactics (“This price expires today!”) ❌ They talk more than they listen ❌ They use a lot of jargon without explaining it ❌ They make it sound too easy ❌ They guarantee specific results ❌ They won't put promises in writing ❌ They rush you through the contract ❌ They get defensive when you ask questions ❌ They badmouth competitors aggressively ❌ They pressure you not to “overthink it”
Real example:
A Scottsdale real estate agent was being pitched by two agencies:
Agency A call:
Sales rep asked 3 questions about her business
Spent 40 minutes talking about their amazing results
"If you sign today, we'll waive the $1,500 setup fee!"
"You're in a competitive market, you need to act now!"
Couldn't explain specific deliverables when pressed
Contract was 17 pages of dense legal language
Digitaleer call:
We asked 20+ questions about her business, market, goals, budget
Spent 20 minutes explaining realistic SEO for real estate
“Take a week to think about it, talk to other agencies”
Provided detailed proposal she could review at her pace
Walked through contract line-by-line and explained every section
Contract was 4 pages, clear language
Trust your instincts. If something feels off during the sales process, it probably is.
Step 4: Monitor Results Closely the First 3 Months
The first quarter is critical. This is when you'll see if an agency is legitimate or if you've been scammed.
What should happen in Month 1:
✅ Kickoff call scheduled and completed ✅ Access to Google Analytics and Search Console set up (in YOUR account) ✅ Initial site audit completed and shared with you ✅ Keyword research document provided ✅ Content strategy outlined ✅ First content pieces delivered or in progress ✅ Technical fixes identified and prioritized ✅ Communication is responsive and professional
Red flags in Month 1:
❌ Can't get anyone on the phone ❌ They set up analytics in THEIR account, not yours ❌ No concrete work delivered ❌ Reports are vague or copied from templates ❌ They're always “working on it” ❌ They don't respond to emails
What should happen in Month 2-3:
✅ More content published ✅ Technical improvements visible on your site ✅ First backlinks acquired (you can verify them) ✅ Rankings starting to move (even slightly) ✅ Google Business Profile optimized ✅ Reports show actual work completed ✅ You feel informed and confident about the strategy
Red flags in Month 2-3:
❌ No measurable progress on anything ❌ They keep saying “SEO takes time” but can't show any work ❌ Reports contain made-up metrics or fake data ❌ Can't show you the content they claim to have published ❌ Can't show you the links they claim to have built ❌ They blame you or your industry for lack of results ❌ They start asking for more money for “premium features”
If you see red flags, act fast:
Don't wait 6-12 months hoping it gets better. If there are problems early, they won't magically fix themselves.
Action steps if concerned:
Document everything:
Take screenshots of your dashboard
Save all reports
Note dates of promised vs. actual delivery
Send written concerns:
Email specific issues
Ask for specific proof of work
Set clear expectations
Keep copies of all communication
Give them one chance to fix:
“We're concerned about X, Y, and Z. We need to see specific improvement in 30 days or we'll need to terminate the contract.”
If they don't improve, leave:
Follow your contract's termination process
Document why you're leaving
If they refuse to release your accounts or assets, consider legal action
At Digitaleer:
Our clients see tangible progress in month 1:
Technical issues identified and fixing begins
First content pieces published
Strategy documented and shared
Communication is consistent
You feel good about the direction
If you're not happy, we want to know immediately so we can fix it. This is why many Phoenix businesses start with our SEO consulting services to evaluate their current situation before committing to ongoing work.
Questions to Ask Your Current Agency (If You're Already Working With One)
Maybe you're already working with an SEO agency and something feels off. Here are questions to ask to determine if you're being scammed:
“Can I see exactly what work was done last month?”
What you should get:
List of specific tasks completed
Links to content publ“shed
List of backlinks built (with source URLs)
Technical issues fixed
Time spent on each activity
Red flag responses:
“We worked on your overall SEO strategy”
“We did competitive research” (without showing it).
“We optimized your site” (without specifics)
“Our work is proprietary, we can't share details”
“Can I see the analytics data you're reporting?”
What you should do:
Log into YOUR Google Analytics and Search Console accounts and verify their numbers.
If they won't give you access:
That's a HUGE red flag. Your data should always be in accounts you own and control.
“Show me the content you created last month”
What you should see:
Links to published blog posts or pages on your site
Content is well-written, relevant, optimized
Contains unique information about your business
Word count matches what was promised
Red flags:
Content is clearly AI-generated” with no editing
Content is generic and could apply to any business
Word count is much lower than promised
Can't find the content on your site
“Show me the backlinks you built”
What you should do:
Ask for a list of every backlink with:
Source URL (where the link is)
Your page that's being linked to
Anchor text used
Date acquired
Then verify:
Visit the source URLs
Verify the link actually exists
Check the quality of the linking site
Red flags:
Links are from obvious spam sites
Can't provide specific list of links
Links don't actually exist when you check
“Our rankings/traffic haven't improved in 6 months. Why?”
Good response:
Let's look at the data together. Here's what we've seen:
These 5 keywords have improved (shows specific data)
These 3 are stuck because [specific competitive reason]
Traffic is up 15% overall, but down for [specific reason]
Here's what we recommend changing in our strategy…"
Bad response:
"SEO takes time" (without any specifics)
Blames Google algorithm updates
Blames your industry or competition
Can't show any positive movement anywhere
Deflects or changes the subject
Reality check:
After 6 months, you should see SOME improvement. Maybe not page 1 for your most competitive keywords, but:
Long-tail keyword rankings improving
Some increase in organic traffic
More indexed pages
Better engagement metrics
Growing backlink profile
If there's absolutely zero improvement after 6 months, something is wrong.
How to Fire Your SEO Agency (If You Need To)
If you've determined your agency is underperforming or scamming you, here's how to exit safely:
Step 1: Review Your Contract
Look for:
Notice requirements (how many days)
Termination process (email, certified mail, etc.)
Who to notify (specific person or department)
Early termination penalties
Final payment obligations
What you keep vs. what they can remove
Step 2: Document Everything
Before notifying them, secure:
Save all reports:
Download every monthly report
Take screenshots of dashboards
Export any data you have access to
Verify account ownership:
Google Analytics - are you the owner?
Google Search Console - are you the owner?
Google Business Profile - are you the manager?
Website hosting - do you have the login?
Domain registration - is it in your name?
Document work completed:
List all content created
List all backlinks built
Note all technical changes made
Save any strategy documents
Step 3: Secure Your Assets
Before you notify them:
Change critical passwords:
Website hosting
Website CMS (WordPress, etc.)
Domain registrar
Email accounts
Ensure you're the owner of:
Google Analytics (verify you're listed as owner, not just user)
Google Search Console
Google Business Profile (you should be the primary owner)
If they won't give you access:
This is why we emphasize setting up accounts in YOUR name from day 1. If accounts are in their name and they won't transfer:
Google Analytics: Create a new property and install tracking
Google Search Console: Add and verify your site independently
Google Business Profile: If you're not the owner, you may need to verify ownership through Google support
Step 4: Send Official Termination Notice
Follow your contract exactly.
Sample termination email:
Subject: Notice of Contract Termination - [Your Company Name]
Dear [Agency Contact],
This email serves as official notice of termination of our SEO services
agreement dated [date], in accordance with Section [X] of our contract.
Our final day of service will be [30 days from today's date], per the
30-day notice requirement.
Please provide the following by [date 15 days from now]:
1. Final report covering all work completed through termination date
2. Complete list of all backlinks built (source URL, target page, date)
3. Complete list of all content created (with URLs)
4. Documentation of all technical changes made to our website
5. Transfer of any account access not already in our control
Please confirm receipt of this termination notice and the timeline above.
We request:
- All backlinks remain active (do not remove or disavow)
- All content created remains on our site
- No changes made to our website or Google Business Profile without
written approval
- Continued service through the 30-day notice period
Outstanding invoices for services rendered through [date] will be paid
according to our normal payment terms.
Thank you for your service.
[Your name]
[Your title]
[Your contact information]
Send via email AND certified mail for documentation purposes.
Step 5: Monitor for Sabotage
Unfortunately, some unethical agencies sabotage clients who leave. Watch for:
Week 1-2 after notice:
Check that no content has been deleted
Verify backlinks still exist
Confirm no changes to your Google Business Profile
Check Google Analytics and Search Console access
Week 3-4:
Run a backlink audit (use Ahrefs free tool)
Look for any toxic links suddenly added
Check Google Search Console for manual actions
Verify site is still in Google's index
After termination:
Continue monitoring for 2-3 months
Some agencies wait before sabotaging
If you detect sabotage:
Document everything with screenshots
Send cease-and-desist letter
Consider legal action if damage is significant
Report to Better Business Bureau
Leave honest review about your experience
Step 6: Transition to New Provider or In-House
Have a plan before you fire them:
Option A: Hire a replacement agency
Interview replacements while still under contract
Plan start date for after 30-day notice period
Have new agency review assets and transition plan
Consider overlap period (1 week) for smooth handoff
Option B: Bring SEO in-house
Hire an SEO specialist or train existing team
Budget for tools (SEMrush, Ahrefs, etc.)
Plan 2-3 months for training/transition
Consider keeping consultant for strategy
Option C: Pause SEO temporarily
Acceptable if you need time to evaluate
Maintain Google Business Profile yourself
Keep content publishing on basic schedule
Don't let technical issues pile up
At Digitaleer:
We frequently help Phoenix businesses recover from bad agency relationships:
Free audit of previous agency's work
Identify what's valuable vs. what needs to be redone
Flagstaff SEO - Serving Flagstaff and Northern Arizona
Conclusion: Protect Your Business, Demand Better
Small businesses work too hard to have their marketing budgets wasted on SEO scams.
The key takeaways:
✅ Demand specific deliverables in writing ✅ Verify everything they claim to do ✅ Avoid long-term contracts with penalties ✅ You should own all accounts and assets ✅ Results take 3-6 months minimum ✅ Nobody can guarantee rankings ✅ Transparency is not optional
Remember:
Good SEO agencies want you to stay because of results, not because of contracts.
Good SEO agencies are confident enough to earn your business every month.
Good SEO agencies have nothing to hide and welcome your questions.
This guide was created by the team at Digitaleer SEO & Web Design, based on our experience helping Phoenix-area small businesses recover from poor SEO services and building sustainable, ethical search strategies. Founded in 2013, we've seen every scam, scheme, and dishonest tactic in the industry—and we're committed to doing better.
Last Updated: February 4, 2026
About the Author: Clint Butler is a seasoned SEO strategist and digital marketing consultant with over a decade of experience helping businesses grow through search, content strategy, and conversion-focused web design. As the founder of Digitaleer, he specializes in technical SEO, on-page optimization, and building search-driven systems that generate measurable ROI. Clint is known for translating complex SEO concepts into practical strategies that help businesses compete—and win—in highly competitive markets.
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