How to Hire an SEO Agency for Your Law Firm (Without Getting Scammed)
Hiring an SEO agency can be a game-changer for your business. But it's essential to find the right partner, not someone who will drain your resources without delivering results. Follow these seven steps, and you'll avoid getting burned by a shady SEO company.
1. Get Them on the Phone
Believe it or not, many so-called SEO "gurus" shy away from speaking over the phone. Why? Because they're not focused on building a genuine relationship or understanding your business. Their goal is to make quick money at your expense, and getting on the phone slows down that process.
If an SEO agency refuses to get on a call, it's a huge red flag. A reliable agency will want to speak with you, understand your needs, and explain how they can help. If they avoid phone calls, it's time to look elsewhere.
2. Determine Whether They're an Expert or a Salesperson
You can quickly tell if you're speaking to an SEO expert or just a salesperson trying to close the deal. Here are some questions to ask yourself:
- Do they speak confidently and knowledgeably about SEO?
- Do they connect SEO to critical business metrics like revenue and ROI?
- Are they realistic about your SEO opportunities?
Beware of anyone promising fast results or guaranteed rankings. SEO is a long-term game, and no one can predict exact outcomes. If an agency says, "We’ll rank you #1 in X months," be cautious. A trustworthy agency will give you an estimate based on experience but will never guarantee specific results. For example, "Based on your industry, we estimate you’ll see results in 6-12 months if the campaign is executed correctly."
SEO experts are honest about uncertainties and don't overpromise. Be wary of those who do.
3. Do They Understand Business?
SEO isn't just about ranking higher in search results. It's about driving business results like leads, sales, and revenue. Many SEO agencies can help you rank, but they don't understand how those rankings impact your sales cycle or bottom line.
A good SEO agency will focus on Return on Investment (ROI). If they're not talking about how their efforts will impact your revenue, it’s time to move on. The only reason to invest in SEO is to get an ROI that justifies the cost, so make sure they're speaking your language.
4. Is Their Proposal Tailored to You?
If an SEO agency sends you a cookie-cutter proposal without asking specific questions about your business or market, run. Every business is unique, and every SEO strategy should be tailored to fit.
A tailored proposal should include:
- A deep understanding of your business and target audience
- Specific goals for your campaign
- A detailed plan on how they'll help you achieve those goals
Your business isn't the same as everyone else’s, so your SEO proposal shouldn’t be either.
5. Are They Using Cookie-Cutter Pricing?
Like proposals, pricing in SEO shouldn't be one-size-fits-all. SEO campaign pricing should be customized based on your competition, target market, and customer value.
Recommended by LinkedIn
For example, competing in the personal injury market will require a much higher SEO investment than ranking for a local hot dog stand. The reason? The potential ROI. Personal injury cases can be worth hundreds of thousands of dollars, while a single hot dog sale might bring in a few bucks.
A good agency will base pricing on your specific market conditions and customer lifetime value (CLV). If they're offering the same flat rate to every client, they're likely not considering your business's unique needs.
6. What’s Their Methodology?
SEO can be done in many different ways, and understanding an agency's approach is crucial. Some agencies still use outdated and risky tactics, such as aggressive link building, which may lead to penalties down the road.
A good SEO agency will focus on safe, long-term strategies such as:
- Creating valuable, SEO-optimized content to build authority
- Optimizing existing content using tools and analytics
- Improving your website’s User Experience (UX) to reduce bounce rates
- Earning high-quality backlinks from relevant, authoritative sources
If an agency starts talking about tactics like "PBNs," "web 2.0s," or "tiered link building," these are warning signs. These strategies are risky and can cause more harm than good in the long run. Stick with companies that focus on building your authority through quality content, ethical link building, and UX improvements.
7. Are They Transparent?
Transparency is key when working with an SEO agency. If they're not sending regular reports or providing frequent updates, it's likely because they have nothing good to share.
A reputable agency will send detailed reports that include:
- Keyword rankings and growth
- Organic traffic growth
- Leads or sales generated through SEO efforts
They'll also keep you informed of what actions they're taking to improve your SEO. You should never feel like you're in the dark about what’s happening with your campaign. A lack of transparency is a major red flag.
BONUS: There Are No “Secrets”
If an agency claims to have a "secret" SEO strategy, it’s a massive red flag. SEO isn’t about secret tricks or hacks. The basic principles of SEO are widely known and accepted within the industry: high-quality content, relevant backlinks, and a positive user experience.
The only secret might be how an agency executes these tactics through their internal processes and systems, but the actual strategies should always be clear. Agencies that refuse to explain their methods likely use gray or black-hat tactics that could harm your site in the long run.
By following these steps, you’ll be able to hire a reliable SEO agency that will deliver results and grow your business. Remember, SEO is an investment, and you want to make sure you’re working with a partner who has your best interests at heart. Look for transparency, expertise, and a focus on long-term ROI, and you'll avoid the common pitfalls of hiring the wrong SEO company.
Thanks for reading!