Why Most SEO Agencies Can’t Keep their Clients For Long

I remember when I first started tasting success with my “e-tiny business.” Things were moving, sales were coming in, and I was eager to scale. Like many entrepreneurs, I thought, “Let’s bring in the experts!” I hired a big-name SEO agency, the kind that plastered their website with logos of Fortune 500 companies (they had a great website, though, similar to Ubersuggest). Five months and a hefty chunk of change later, I was staring at the same flatlined organic traffic, wondering what I’d paid for. The only tangible result? A backlink on their “Our Clients” page – a cruel joke considering the lack of results they delivered.

That experience was a harsh lesson. It taught me that the SEO industry is riddled with agencies that struggle to retain clients. The reason? They often fall short on delivering what they promise. And in the fast-paced world of e-commerce, where every click counts, businesses can’t afford to waste time and money on empty promises.

Here’s the brutal truth about why so many SEO agencies fail to keep their customers:

No Transparency (at all!!)

Many SEO agencies operate in a black box. They talk a big game about proprietary strategies and complex algorithms, but when it comes to explaining exactly what they’re doing and why, they fall short. Clients are left in the dark, unsure of how their money is being spent or if any progress is being made. This lack of transparency breeds distrust and ultimately leads to clients walking away.

Fun fact: Did you know that if you just create a website and upkeep it, you’ll eventually get traffic? (SEO just speeds up the process.)

Unrealistic or Exaggerated Expectations

“We’ll get you to page one in a month!” Sound familiar? It’s the siren song of many SEO agencies, luring clients in with the promise of instant results. But SEO is a marathon, not a sprint. It takes time, consistent effort, and a deep understanding of the ever-changing search landscape. When agencies overpromise and underdeliver, clients become disillusioned and jump ship.

Content is King!

“Content is king!” It’s a mantra repeated ad nauseam in the SEO world. While quality content is undeniably important, it’s not the only factor in achieving SEO success. Many agencies lean too heavily on content creation, neglecting the crucial role of backlinks and authority. In the era of fast-produced websites, content alone won’t cut it. You need authority, and authority comes from high-quality backlinks.

Look, it’s like a full circle: good content gets linked to (eventually), but building authority and backlinks will further enhance and speed up the process of ranking. (Not spam backlinking and those black-hat strategies—those are fast reward, fast bannable approaches. It only takes one manual review, and your domain is hit!)

Template-Style Approach

Every business is unique; every market and niche is different, with its own target audience, competitive landscape, and goals. Yet, many SEO agencies rely on generic, one-size-fits-all strategies. They fail to take the time to understand their clients’ specific needs and tailor their approach accordingly. This lack of personalization leads to ineffective campaigns and frustrated clients.

I used to think that I could compete fairly easily in any market using the same approach: create content and build backlinks. But it doesn’t work like that for all markets. You really need to have a data-driven approach in order to navigate the landscapes of any market or niche.

Not Educating Clients / Fear of Getting Dumped

SEO can seem like a mysterious, technical world to many business owners. Instead of demystifying the process and explaining what you’re going to do exactly!—and the tools and stuff you’re going to use—some agencies fear that the client will learn how they work. This is exactly why people really hate SEO agencies. They fail to educate clients about the fundamentals of SEO, the rationale behind their strategies, or the metrics that matter. This lack of education creates a disconnect and prevents clients from fully understanding the value of the services they’re paying for.

Remember Murphy’s Law! That’s all I’m gonna say.

Radio Silence After the Pitch

Once the contract is signed and the initial strategy is in place, many agencies go silent. They fail to provide regular updates, check in with their clients, or offer ongoing support. This lack of communication leaves clients feeling abandoned and unsure of what’s happening with their SEO campaign.

Data Without Clarity

Data is meaningless without context and interpretation. Many SEO agencies bombard their clients with complex reports filled with technical jargon and vanity metrics. They fail to translate the data into actionable insights or demonstrate the tangible impact of their efforts. This lack of clarity leaves clients questioning the value of the services they’re receiving.

Overlooking the Bigger Picture

SEO is not just about rankings and traffic. It’s about driving business results. Many agencies get tunnel vision, focusing solely on improving search engine visibility while neglecting other crucial factors like user experience, conversion rates, and brand loyalty. A truly effective SEO strategy should take a holistic view of a client’s online presence, aligning SEO efforts with their overall business goals.

Failing to Adapt to Change

The world of SEO is constantly evolving. Algorithms change, new trends emerge, and what worked yesterday might be obsolete today. Many agencies struggle to keep up with these rapid changes. They cling to outdated strategies and fail to adapt their approach, leading to diminishing returns and dissatisfied clients.

The Bottom Line: Choose Wisely

Finding an SEO agency that can deliver real, sustainable results requires careful consideration. Don’t be swayed by flashy promises or big-name clients. Look for an agency that prioritizes transparency, offers a balanced approach that includes both content and backlinks, takes the time to understand your unique needs, educates you about the process, communicates regularly, provides clear and actionable reports, and is committed to staying ahead of the curve in the ever-changing SEO landscape—and the most important thing in SEO: creativity and audience capturing.

Remember, a good SEO agency is a partner, not just a vendor. They should be invested in your success and work collaboratively with you to achieve your business goals.