Vet an SEO provider the way you would vet any contractor: ask what they will do, how they will report it and what evidence backs their approach. Google’s own guidance is clear that no one can guarantee a top ranking, so a promise of first place is the clearest warning sign. A good provider explains changes, uses documented methods and agrees measures of success with you.
What Google says to be wary of
Google’s “Do you need an SEO?” page lists several red flags (Google Search Central):
- Unsolicited emails from firms you did not contact.
- Claims of a “special relationship” with Google or a “priority submit”.
- Promoting link popularity schemes or submitting your site to thousands of search engines.
- Tools said to be “approved” by Google Search.
- Vagueness about what will be done, or refusal to explain changes.
It also says that you remain responsible for what a hired company does on your site, including deceptive content that could get the site removed from Google.
Questions to ask before signing
Use these in an initial call. Google’s page suggests many of them.
- Can you show examples of past work, and can I speak to past clients?
- Do you follow Google Search Essentials?
- What results do you expect, over what timeframe, and how will success be measured?
- Will you tell me about every change and why you made it?
- What experience do you have in my industry, my location and, if relevant, international sites?
- Who does the work, and which parts are outsourced?
- Who owns the accounts, content and files at the end?
Treat evasive answers as information. A provider that cannot explain the plan in plain language is unlikely to report clearly later.
What a sound proposal contains
| Item | What good looks like | Warning sign |
|---|---|---|
| Audit | Specific findings tied to your pages | Generic checklist with your logo on it |
| Scope | Named deliverables per period | “Ongoing optimisation” only |
| Timeframe | Honest range, with measures | A promised ranking date |
| Reporting | Search Console, analytics and enquiries | Vanity metrics only |
| Links | Earned through real content and relationships | Bought or swapped in bulk |
Google says an audit should give realistic estimates of possible improvement and the work involved. It also advises granting read-only Search Console access for an audit, rather than write access.
Link building and content: where providers get into trouble
Google’s spam policies treat buying or selling links to influence rankings, excessive link swaps and automated link creation as link spam. Mass-producing pages mainly to manipulate rankings counts as scaled content abuse, however the content is made, including with generative AI. Sites that violate the policies “may rank lower in results or not appear in results at all” (Google spam policies). Ask directly how links will be earned and who writes the content. Our guide to building a digital marketing strategy shows where search fits in a wider plan.
Timing and expectations
Google’s guidance suggests hiring an SEO before a redesign or launch is most useful, though improvement is possible later. It does not give typical timeframes, so ask the provider for theirs and how they would know it is working. If you are planning a rebuild, read how to plan a website redesign without losing SEO value first, so you can brief the provider properly.
Measuring the relationship
Agree the measures at the start: qualified enquiries, visibility for target queries, indexed pages and technical health. Measuring creative campaign performance beyond views covers why raw traffic alone misleads. Review monthly, and keep the right to see all changes made.
A short decision rule
Proceed if the provider explains their plan, cites official guidance, gives a realistic range and agrees measures. Walk away if they guarantee rankings, resist explaining, or lean on link schemes.
Where Radiance Impact fits
Radiance Impact’s Growth division works on search visibility and SEO, strategy and campaigns, and its Technology team builds and redesigns business sites. If you want a plain-language conversation about scope, see /growth and /technology, or get in touch.
Sources
- Do you need an SEO?, Google Search Central
- Spam policies for Google web search, Google Search Central
