Freelance SEO vs Web Agency SEO - Case Study 2020

[SEO Lady]

I'm shocked appalled and angry when finding this out. Comments welcome

Web agency Case Study January 2020

All details have been changed to ensure anonynomity. A new client and I agreed to work together and I was to take the place of the web agency that had been working for 8 months at £625/month. Here's what I found out:

1. An old domain that was ranking was changed for a new domain because of a change in business model. No 301 was put in place as the agency said "There's no point"
   
2. The old domain was not verified in Search Console using the Meta Tag method
3. No Alt tags were on any of the 150 photos
4. No keywords in H1 header on homepage - no geographical areas simply "Welcome to my website"
5. No blog on Wordpress, no tags or categories
6. No reports, no agreed keywords or search phrases, no traffic reports, just a sales rep on the phone saying they were 'building citations and backlinks using off page SEO'
7. Client had no way of knowing what results looked like with zero KPI's
8. Client was locked in to a 12 month legal contract

Without KPI's how can two people work together?

I verifed the old domain, implemented a Google Change of Address, added H1 and internal links to their home page and boom, back to Google page 2 where they were last September. In 1 day. Client is happy, I am happy.

 

[Tin]

Hi there

Yep, what you've highlighted above is extremely poor service but which originates from a serious lack in skillset from the agency responsible. It is also extremely common amongst SEO agencies!

I've picked up clients who've walked away from a variety of agencies over the years and have seen some horrendous site problems that somehow these agencies seem to have missed (or maybe didn't know how to fix?). But moving on, I have absolutely zero trust in marketing agencies and being blunt here, I've got a pair of old socks that are older than some of the junior staff in these SEO agencies that get passed onto new clients once the top dogs have pulled them in.

I can fully understand your anger.

 

[dotcomdude]

the web agency that had been working for 8 months at £625/month.

That's cheap. Most agencies I've come across usually price in whole thousands each month - and provide roughly the same service, or no service at all.

If I was younger, I'd go and save as many of their clients as I could!

 

[Aleksander_Gramm]

It is the special case. I have been working as a marketer since 2000. I worked as in-house specialist, as a freelancer (8 years), as a specialist in agency.
And I can't make a conclusion

 

[billybob99]

Client didn't know what they were doing, agency didn't know what they were doing.

Perfect combination for someone to make ££££.

 

[Aleksander_Gramm]

This text from reddit describes reality https://prnt.sc/qr3x03

Post https://www.reddit.com/r/SEO/comments/es0p17/please_stop_saying_you_have_to_respect_your/

 

[makeusvisible]

I do totally agree with your point that this practice is not only negligent, it is borderline fraudulent.

However, I do think your headline is perhaps putting all 'Agencies' in the same boat, and indeed all 'Freelancers' in the same boat. Not all agencies act in this way, and not all Freelancers do things properly.

I run an agency, and 10 years ago I was also a freelancer, which I guess is how most agencies are founded.

I have seen some absolute horror shows over the years, but that doesn't just come from agencies. I have seen freelancers who have taken businesses into Google Penalty by employing shady link-building strategies, and I've seen Agencies refuse to hand over access to Analytics accounts post contract.

From my experience, I would say the top two red flags is when an agency employs aggressive sales techniques such as;

• Persistent cold-calling
• Promising a number one position

If I was advising anyone debating about employing an agency, I would advise them that they need to speak to the person undertaking or managing the work, who has a clear knowledge of SEO. NOT just a salesman who is focused on his next month's commission.

As far as KPIs, we tend to run things very bespoke for each client. But for an SEO campaign the client needs a solid understanding of;

• Keyword performance
• Search impressions
• Search clicks
• Revenue / Leads
• Conversion rate

From 10 years experience, I have learnt that a campaign only works if & when you can demonstrate a ROI....no matter where keywords are ranking, and sometimes improving the conversion rate is the fastest route to a ROI. I've also found that NOT having the tie-in-contracts you mentioned is the best way to ensure clients stick with you long term.

We sadly work in a sector which has more cowboys in it than a John Wayne movie.