Working with an SEO agency can be transformative for a law firm’s online visibility and lead generation. But if you’re not seeing the results you expected, or if there’s an uneasy feeling that something isn’t adding up, it’s worth taking a closer look. Below is a roadmap to help you assess whether your SEO agency is genuinely delivering value—or just delivering invoices.
It’s all too common for agencies to inflate their prices or tack on unnecessary services under the guise of “premium SEO.” Knowing the market rate and what constitutes fair pricing can help keep you from paying for little or no real value.
Many agencies charge widely varying rates, and the difference is not always justified:
• Market Rate Analysis: Comparing rates against industry standards gives you a baseline. If your agency’s prices are significantly higher than average, it’s time to ask why.
• Service Comparison: Some agencies provide high-touch, strategic services, while others only offer basic SEO tasks. Knowing where your agency falls can prevent you from paying top dollar for basic services.
• Cost Benchmarks: Look for consistency in how costs align with deliverables and compare with similarly sized firms.
• Value Assessment: Ask how each line item impacts your goals; paying more should mean getting more.
SEO packages can be riddled with hidden fees, often disguised as “essential” add-ons:
• Markup Patterns: Agencies sometimes add excessive markups on services like link building or content creation.
• Unnecessary Services: Some agencies include services you don’t need or that don’t add value, such as repetitive audits.
• Bundling Tricks: Be wary of bundled services that appear cost-effective but lack transparency.
• Cost Padding: Agencies may pad invoices with vague terms like “technical optimization,” without specifying what was done.
The cost of SEO should correlate with measurable outcomes:
• Service Delivery: Ensure the agency is actively executing and not simply “checking the box.”
• Result Comparison: Are you seeing a proportional increase in visibility, traffic, and conversions compared to costs?
• Industry Standards: Your agency should be providing what’s considered baseline SEO service in today’s market.
• ROI Metrics: Ask for ROI metrics and see if they match your investment.
Unethical practices, vague reporting, and manipulative tactics can be telltale signs of an agency that’s more interested in its bottom line than in yours.
Agencies may inflate results to justify their fees:
• Traffic Inflation: Make sure the traffic reported is relevant, not just from random or low-quality sources.
• Ranking Misrepresentation: Rankings for low-impact keywords or irrelevant phrases don’t add real value.
• Lead Quality Deception: Leads should be verified as relevant, not just counted to inflate results.
• Performance Exaggeration: Watch for vague phrases like “high engagement” without concrete data.
Low-quality link building is one of the oldest tricks in the book for making it seem like something is being done:
• Low-Quality Networks: Links from spammy sites or low-authority networks can hurt your reputation.
• PBN Usage: Private Blog Networks (PBNs) offer a quick link boost but put your site at risk with search engines.
• Directory Spam: Multiple, irrelevant directory listings offer little value and dilute your online presence.
• Purchased Links: Google frowns upon paid link schemes, and they can harm your rankings.
Surface-level fixes mask issues rather than solve them:
• Surface-Level Fixes: Many agencies focus on “cosmetic” improvements that don’t address core SEO needs.
• Temporary Patches: Look out for quick fixes that may revert, such as speed boosts that vanish after a month.
• Ignored Issues: Technical audits should address deep-rooted problems, not just minor adjustments.
• Delayed Maintenance: Agencies should proactively maintain your site’s health, not only after problems arise.
Backlinks can be valuable, but only when they’re high quality and relevant. Too many agencies take shortcuts that may inflate link numbers without providing true SEO value.
Cookie-cutter link building rarely delivers long-term value:
• Common Providers: Links from providers that serve hundreds of clients in various fields dilute quality.
• Shared Networks: Backlinks from the same sources as competitors weaken your unique value.
• Quality Issues: Backlinks from low-authority sites don’t contribute to SEO goals.
• Value Dilution: Quantity is no substitute for quality in SEO link building.
Law firm directories can offer value, but only if they are respected in the industry:
• Overpriced Listings: Many SEO agencies push pricey directory listings that don’t drive traffic or leads.
• Duplicate Submissions: Paying for repeated directory listings across similar sites often provides zero added value.
• Value Inflation: Agencies may inflate the “value” of listings, though their direct impact is minimal.
• Network Overlap: If your listings are shared with competitors, the differentiation value is lost.
Building a large volume of low-quality links is a dangerous practice:
• Link Padding: Agencies that pad reports with irrelevant or low-impact links are justifying their fees without true value.
• Authority Inflation: Links from low-authority sites add little value and may even hurt your rankings.
• Relevance Issues: Links should come from related fields and reputable sources to build SEO strength.
• Risk Exposure: Quantity-focused link building exposes your site to Google penalties.
Working with an SEO agency should provide clear, tangible, and continuous benefits. Here’s what you should expect.
Your agency should provide consistent updates on progress:
• Comprehensive Reporting: Expect regular traffic analysis, ranking changes, lead generation, and conversion data.
• Strategy Updates: Agencies should outline what’s been done and what’s next, along with any plan adjustments.
• Performance Reviews: Agencies should provide reviews that highlight wins, challenges, and solutions.
Ongoing maintenance is crucial to keep your website optimized and relevant:
• Site Health Monitoring: Speed, error management, and security updates are non-negotiables.
• Content Optimization: Regularly improving on-page content and updating meta tags keeps your site competitive.
• Technical Updates: The agency should stay on top of algorithm updates and adapt your strategy accordingly.
If you’re questioning your SEO agency’s value, it may be time to reassert control.
Understand key metrics that directly correlate to your law firm’s success:
• Essential Metrics: Organic traffic, lead generation, conversion rates, and revenue impact should be front and center.
• Quality Indicators: High engagement and valuable user behavior indicate that traffic is relevant.
• Competition Analysis: Regular updates on your ranking compared to competitors help you track your position in the market.
Transparency is a hallmark of a reliable agency. Ensure your agency provides:
• Regular Updates: Weekly summaries, monthly reports, and quarterly reviews help you stay informed.
• Performance Reviews: Consistent discussions of goal tracking, challenges, and solutions show your agency’s engagement.
• Strategy Development: Expect proactive planning that includes resource allocation, opportunity assessment, and risk management.
If your agency isn’t meeting expectations, it’s time to evaluate your options.
Gather records to support your case for ending or renegotiating the contract:
• Performance History: Document the agency’s deliverables and impact.
• Communication Records: Track all responses to identify patterns in communication quality.
• Payment Tracking: Maintain records of fees and services provided.
• Result Documentation: Compare your agency’s promised results to actual outcomes.
Addressing issues with your agency requires clear communication:
• Issue Identification: Explain concerns regarding performance, value, and transparency.
• Expectation Setting: Outline what you expect moving forward, including metrics and timelines.
• Solution Demands: Be explicit about corrective actions you expect.
• Timeline Establishment: Set deadlines for improvement to hold your agency accountable.
If your current agency is leaving you in the dark, it’s time to work with a partner who understands law firm marketing and values transparency. The Basement Agency specializes in SEO strategies tailored for the legal industry, ensuring that every dollar spent contributes to meaningful growth. With clear reporting, strategic expertise, and a commitment to your success, we’re here to take your law firm’s digital marketing to the next level.
Ready to experience the difference? Let’s talk about how we can bring real results and restore confidence in your marketing investment.