Do You Need an SEO?

SEO stands for Search Engine Optimization—the process of improving your site so it performs better in organic (non-paid) search results.

When hiring an SEO can help #

Many SEO professionals and agencies offer valuable services such as:

• Reviewing your website’s content and structure
  
• Technical advice (hosting, redirects, error pages, JavaScript issues)
  
• Content development and keyword research
  
• Managing online business campaigns
  
• SEO training and market-specific expertise

What Google says about SEO and advertising #

• Google doesn’t accept money to rank or crawl your site higher.
  
• Ads don’t affect your organic rankings.
  
• You can use free tools like Google Search Console and the Google Search Central blog to learn and optimize your site.

Should you do SEO yourself? #

• Small local businesses can often handle much SEO on their own with available free resources.
  
• Hiring an SEO early, especially when redesigning or launching a site, can help build a search-friendly foundation.

How to choose the right SEO #

• Be committed to making recommended changes—they take time and effort.
  
• Interview candidates with questions like:
  
  • Can you show examples of past success?
    
  • Do you follow Google’s Search Essentials?
    
  • What results and timeframe can I expect?
    
  • What’s your experience in my industry or location?
    
  • How will you communicate and report progress?
    
• Make sure your SEO is interested in your business—they should ask about your unique value, customers, competitors, and goals.
  
• Check references and ask for a paid audit of your site before hiring.
  
• Beware anyone who guarantees #1 rankings—Google rankings can’t be guaranteed.
  

Red flags and risks with SEOs #

• Some SEOs use black-hat tactics that can harm your site or reputation:
  
  • Creating “shadow domains” that funnel traffic but can be redirected away later.
    
  • Adding “doorway pages” stuffed with keywords or hidden links benefiting the SEO’s other clients.
    
  • Participating in link schemes or buying links (against Google’s policies).
    
• Avoid SEOs that:
  
  • Send unsolicited emails claiming your site is missing from search engines.
    
  • Promise special relationships with Google or secret fast-tracking.
    
  • Are secretive about their methods or won’t explain changes.
    
  • Ask you to link back to them (you should never have to).
    
• Always demand transparency and full explanations. You’re responsible for what happens on your site.
  

What to do if you’re scammed #

• In the US, report to the Federal Trade Commission (FTC).
• For other countries, report at econsumer gov.
  

Final advice #

• Be skeptical of cold emails offering SEO help—they’re often scams.
• Educate yourself with Google’s free SEO guides and tools.

Choose SEO experts who prioritize ethical, transparent, people-first SEO over shortcuts or quick fixes.