How do I know if an SEO agency is legit?

To determine if an SEO agency is legit, look for transparency, a proven track record, and honest communication. In practice, a reputable agency will have real client success stories, clearly explain their strategies, and not promise impossible outcomes. 

You can also gauge legitimacy through their professionalism: do they ask about your business goals? Do they provide a detailed proposal? Let’s break down the signs of a trustworthy SEO agency versus the red flags of a sketchy one.

Signs of a Legit SEO Agency

Proven Track Record

A legit agency can show you examples of their work and results. This might be case studies on their website, client testimonials, or references you can actually contact. For instance, they might share how they helped a client grow organic traffic 200% in a year or dramatically improve conversion rates from SEO content. 

If an agency can’t point to anyone they’ve helped in a meaningful way, be wary.

At Embarque, for example, we highlight specific successes (like boosting Picflow’s signups by 525% or ranking another client in top spots for competitive keywords). 

Those concrete achievements help build trust that the agency knows its craft.

Transparent Methods

A trustworthy agency is open about how they do SEO. They should be able to outline their strategy for you in understandable terms. For example, they might say: “First, we’ll do a technical audit to fix any site issues, then focus on creating content around these 5 topics, and also work on acquiring links through guest posting and outreach.” They don’t need to give away every detail for free, but the approach should sound sensible and they shouldn’t hide their tactics behind smoke and mirrors. If an agency ever says something like “We have a secret proprietary method, just trust us,” that’s a caution sign. Legit SEO isn’t a black box – it’s about doing a lot of small things right, and a good agency is proud to walk you through their game plan.

Realistic Promises

SEO has few guarantees, and any agency claiming guaranteed #1 rankings or overnight success is likely not legit. A credible agency will usually set realistic expectations, like “We expect to see initial improvements in 3-4 months, and substantial growth in 6-12 months. We won’t promise you’ll rank #1 for ‘CRM software’ in a month, but we will focus on achievable targets and stretch goals as we progress.” They’ll also often talk about improving your business metrics (leads, revenue) not just vanity metrics. An agency that says “We’ll get you 100 backlinks and double your traffic in 30 days for $500!” is probably either using risky tactics or plain lying. Look for those who emphasize steady, sustainable growth.

Industry Knowledge

The best agencies often have experience in your industry or similar ones. If you’re a SaaS company, a legit agency might share how they’ve worked with other SaaS clients or demonstrate they understand concepts like MRR, LTV, product-led content, etc. They might even publish useful content or guides (their own blog posts, webinars, etc.) about SEO in your field. This thought leadership is a good sign; it shows they stay up-to-date and are genuinely interested in the craft, not just selling snake oil. You can ask them some pointed questions: “What’s your approach to SEO for a SaaS product?” or “How do you handle content for technical audiences?” Their answers will reveal if they know their stuff.

Clear Communication and Reporting

From the first call or proposal, a legit agency will communicate clearly. Their proposal should outline services and pricing in detail. During initial calls, they should listen to your questions and answer them directly. Once you start, they should provide regular updates or reports (monthly is common) showing what work was done and the results (like ranking changes, traffic growth, etc.). If an agency is evasive when you ask for updates, or their reports are just a bunch of confusing jargon without real data, that’s not a good sign. Legit agencies want you to see the value, so they’ll be eager to show you progress and explain it.

Red Flags and Warning Signs

Guaranteed Results or Too-Good-To-Be-True Claims

As mentioned, run away from “#1 on Google guaranteed!” or “10,000 visitors in a month or your money back.” No one legitimate can guarantee these things because search engines are outside anyone’s control, and every site’s situation is unique. These promises are often bait to lure clients who are new to SEO.

Lack of Online Presence or Credibility

If you discovered an agency and they have virtually no footprint (no decent website, no client list, not much on LinkedIn or anywhere), that could be sketchy. Many legit agencies will have Google reviews, Clutch.co reviews, or at least some client logos and testimonials on their site. If you search their name plus “reviews” and find horror stories, obviously steer clear. Also, ironically, if an SEO agency doesn’t rank for any searches (like their own name or obvious related terms), one might wonder how good they are at SEO. (Though, caveat: some small but quality agencies get business through referrals and may not focus on ranking their own site, but generally you’d see something positive about them out there.)

Secretive or Poor Communication

If during initial conversations the agency rep is dodgy about answering “What will you actually do for our site?” or they just resort to buzzwords (“We’ll do next-gen SEO techniques!”) without substance, that’s a red flag. Similarly, if they are hard to reach or don’t answer emails promptly before they have your business, imagine how they’ll be after signing. Good agencies are responsive and treat you with respect from the get-go.

One-Size-Fits-All Packages (with no customization)

Be cautious if an agency immediately pushes a pre-set package without learning anything about your business. 

For instance, if they say “Our Silver plan gives you 10 keywords and 5 articles per month” before they’ve even discussed what you actually need, they might be more interested in selling units than solving your problems. A legit agency will usually do a discovery call, possibly an initial audit, and then tailor their proposal. They might have package tiers as a starting point, but they should adjust to your situation.

Focus on Quantity over Quality

If the agency talks a lot about quantity (“We’ll get you 300 directory submissions and 50 press releases…”) rather than quality (“we’ll create content that answers your users’ questions and seek out relevant sites for link opportunities…”), that’s a sign they might rely on outdated or spammy tactics. SEO has evolved – quality trumps sheer quantity. A legitimate firm knows this and will frame their work accordingly.

Do Some Homework

Verifying an agency’s legitimacy isn’t passive – you can take action:

• Ask for Case Studies or References: A real agency should be able to provide a couple of references to past or current clients. You can then (politely) reach out to those references and ask about their experience. Or read case studies they provide and see if they sound credible and detailed.
• Consult Their Clients (or Former Clients): If they list companies they’ve worked with, see if you know anyone at those companies (LinkedIn can help). A quick backchannel “Hey, saw you worked with Agency X, how was it?” can be illuminating.
• Small Test Project: If you’re unsure, you could start with a small project or trial period. For example, maybe hire them just for a one-time audit or a one-month trial to see their work quality and communication. Legit agencies will still charge for their time, but they often are open to proving value early on. If during that trial they impress you with insights and results, good sign. If they fumble or deliver flimsy work, you learned that early.
• Check Their Content: See if the agency’s own blog or resources are helpful and well-written. If they claim to be SEO content experts but their site is full of poorly written posts or generic fluff, that’s telling. A strong agency usually practices what they preach on their own site.
• Clarity on Reporting Metrics: Ask how they measure success. A legit agency will talk about metrics like organic traffic, conversion rates from organic, keyword ranking improvements, etc., tied to your business goals. If they only talk about metrics that don’t correlate to value (like “we’ll build 100 links a month” without context of quality, or “we’ll increase your Moz DA by 10 points” – which might happen by spammy means), that’s less meaningful. They should focus on things that matter to you (more leads, more sales) and use SEO metrics as supporting data.

Trust Your Gut (and the Data)

At the end of the day, you’ll get a feel for an agency through your interactions. Professionalism, knowledge, and authenticity (or lack thereof) will shine through. If something feels off – like high-pressure sales tactics or avoidance of direct questions – trust that instinct. On the flip side, if the team takes time to educate you, is upfront about challenges, and aligns their proposal with your goals, that’s a great sign you’ve found a legitimate partner.

Remember, a legit agency wants a long-term relationship with successful outcomes, not just a quick buck. They will often under-promise and over-deliver rather than the opposite. They treat your success as their success, because it is – good agencies grow through happy clients and word of mouth.

In summary, you know an SEO agency is legit when they demonstrate expertise without dodging, set clear expectations, and have a history of making a positive impact. Do a bit of due diligence, ask the right questions, and you’ll quickly separate the real pros from the pretenders. With the right agency, you should feel informed, confident, and excited about the strategy, not confused or pressured.