Here's why the best SEO agencies don't always rank #1 on Google

I remember hearing a riddle when I was younger.

There are only two hairdressers in your town, and you need a haircut. One hairdresser has a bad haircut, while the other has a good haircut.

Which do you choose to cut your hair?

The answer is the one with the bad haircut.

The reason? Hairdressers can’t cut their hair, so by choosing the hairdresser with the bad haircut, you’re choosing the hairdresser that gave the good haircut.

So what does this have to do with SEO?

The SEO community constantly talks about the importance of being on the first page of Google.

We even have jokes about it. 

“Where do you hide a dead body? On the second page of Google”. 

So if you’re choosing an SEO agency, it makes sense that you would want one whose website ranks well.

That practices what they preach.

But, the best SEO agency for your business will not necessarily be ranked on the first page of Google.

Here’s why.

There are only ten positions on the first page of Google, and thousands of SEO agencies

The number of SEO agencies far outnumbers the number of positions on the first page of Google, so it makes sense that you’ll likely end up hiring an SEO agency whose website doesn’t rank in the top 10 – that’s just the math.

The agency’s ideal client might not search for an SEO agency on Google

SEO is marketing, and any good marketer knows how important it is to understand your target audience.

This means knowing what their desires and pain points are. 

It also means knowing where they spend their time, how they make decisions and how they search for solutions to their problems.

Some agencies will know their target audience will go to Google and search “SEO agency [location]. 

Others (like Sunday Best Digital) know that their target audience spends time on Instagram and LinkedIn and values a social media presence and thought leadership over a well-ranking website.

This doesn’t mean they’re not a good SEO agency. It means they know their target audience well.

It means they’re good marketers.

There are ways to get on the first page of Google that aren’t entirely… ethical

Google’s algorithm is very sophisticated, and Google’s Webmaster Guidelines outline what is acceptable and what could get your site banned from Google.

But this doesn’t stop some agencies from… pushing the boundaries.

After all, they would know how to do it better than anyone.

Google doesn’t always get it right, either. 

The agency might have 2000-word-long service pages filled with repetitive information. And while Googlebot might see this information as thorough, it’s actually overkill for anyone who reads it.

This shows a distinct lack of general understanding or even respect for SEO.

And if they’re doing this for their website, there’s a big chance this is part of the strategy they advise for their clients, which could lead to a shitty customer experience at best and a Google penalty and de-indexing of your website at worst.

They’re so busy with their clients that they don’t have time to optimise their website

Like a plumber with bad pipes or a builder with an unfinished house, an SEO agency with an un-optimised website does not mean they’re bad. However, I would always be hesitant about using an SEO agency that hasn’t invested in their branding.

It might mean that they’re so in demand it’s not on their list of priorities.

And if they’re not ranking well on Google but still getting lots of enquiries, they either have a killer social media or LinkedIn account, or they are getting a lot of referrals – an excellent sign.

So how do you know if you’re hiring a good SEO agency?

As someone who has spoken to numerous businesses burned by SEO agencies, I know all the warning signs. 

But to keep things positive, here’s how you know you’ve hired a good SEO agency. 

You get a good feeling – Trust your gut because it’s usually right.

They don’t make you feel silly or guilty – You should never be made to feel stupid when asking your agency questions or when they’re explaining something to you. You also shouldn’t feel guilty for asking questions. They should be happy to explain things to you and answer any questions you have.

They’re forthcoming with information – If your agency is regularly in contact with you, it’s usually a good sign. Bad agencies hide from your calls/emails.

They don’t sugarcoat things – You hire an agency because they’re the experts. It’s not their job to agree with everything you say. Of course, you have the final say over your business, but a good agency won’t tell you what you want to hear; they’ll let you know what you need to hear. They’ll also tell you when things aren’t going their way. Whether it’s a dip in your website traffic or a piece of content that is late, they’ll tell you the truth.

SEO services that make sense for your business

We’re in the business of doing good SEO for your business. If you’re looking for an agency with SEO services that put your customer first, Sunday Best Digital is your best bet! Get in touch with us today!