Hiring an SEO agency can feel like stepping into a minefield. You’re investing time, money, and trust into someone who promises to boost your visibility, drive traffic, and increase sales. But not all agencies are created equal. The wrong choice can waste thousands, cost months, and in the worst-case scenario, damage your website’s reputation permanently.

The challenge isn’t just finding an agency that “does SEO.” It’s spotting the ones that deliver real, sustainable results, and avoiding those that rely on shortcuts, buzzwords, or risky tactics. Here’s how South African businesses can separate the professionals from the pretenders.

Why Businesses Turn to SEO Agencies

Most companies bring in an SEO partner for one or more practical reasons:

• Competitors are outranking them. If your rivals consistently appear at the top of search results, they’re getting the clicks, leads, and sales you could have had.
• Paid ads are expensive. SEO is a long-term strategy. Once you rank, you attract traffic without paying for every click.
• Website migrations or redesigns have caused ranking drops. A skilled agency can identify technical issues and fix them before they impact your visibility.
• Internal expertise is limited. SEO covers technical audits, keyword strategy, content planning, link building, and reporting. Few in-house teams can cover all of that effectively.

Is it worth paying someone to do SEO? → Yes, if the agency is transparent, ethical, and aligned with your business goals.

Red Flags of a Bad SEO Agency

Unfortunately, many agencies prioritise speed and appearances over long-term success. They may focus on a few “easy” keywords or use tactics that risk your website’s ranking or reputation.

Watch out for:

• Promises of instant results. Anyone claiming you’ll be #1 on Google in a week is almost certainly using risky methods. SEO takes time, and overnight success is usually short-lived.
• Opaque tactics. If an agency can’t explain what they’re doing in plain English, or if work is outsourced offshore without oversight, it’s a warning sign.
• Vanity metrics over business outcomes. High rankings for a handful of keywords might look impressive, but they may not generate leads or sales.
• Poor communication. You should never have to chase the agency for updates. Regular, transparent reporting is non-negotiable.
• Questionable link-building practices. Spammy backlinks, links from irrelevant websites, or excessive low-quality content can harm your rankings.

How do I know if my SEO company is doing a good job? → Look for clear reporting, measurable results, and open communication.

How Good Agencies Approach SEO

A reputable agency takes a holistic view, treating SEO as a strategic business function rather than a collection of isolated tasks. Look for agencies that:

• Align SEO with business objectives. They prioritise keywords and content that actually generate revenue.
• Focus on long-term growth. They avoid shortcuts and black-hat tactics.
• Use ethical, sustainable practices. This includes proper link building, technical optimisation, and quality content creation.
• Integrate SEO with wider marketing. SEO works best when it complements content marketing, PPC, social media, and PR.
• Communicate clearly. Regular updates and actionable insights should be standard.

How to pick an SEO agency? → Choose one that is transparent, strategic, and ethical.

Cost, Value, and the South African Context

SEO investment varies. In South Africa, agency retainers might range from R20,000 to R200,000+ per month, depending on scope, competition, and industry complexity.

When evaluating cost, it’s helpful to understand a few key principles:

• The 80/20 rule for SEO. Often, 20% of actions drive 80% of your results. A good agency identifies high-impact opportunities first.
• The 3 C’s of SEO. Content, Code, and Credibility are the foundations of sustainable growth.
• The 4 types of SEO. On-page, Off-page, Technical, and Local SEO all need attention to achieve lasting results.

The question isn’t simply “how much does it cost?” It’s “what value will this agency deliver over time?” A competent partner will help your business achieve measurable growth, often for less than the cost of building a full in-house team.

How much does it cost to hire an SEO agency? → Depends on scope and complexity; a long-term, strategic approach is the most cost-effective in SA.

When You Shouldn’t Hire an SEO Agency

SEO isn’t right for every business at every stage. Consider delaying or avoiding hiring if:

• You’re chasing overnight results or quick fixes. SEO compounds over months, not days.
• Your budget can’t support at least three to six months of work.
• Your business lacks a clear product-market fit. SEO amplifies what already works—it can’t fix a product no one wants.
• You’re unwilling or unable to act on the agency’s recommendations, such as updating content or fixing technical issues.

When shouldn’t I hire an SEO agency? → Only invest when you’re ready to commit and collaborate.

How to End a Relationship with a Poor SEO Agency

Sometimes, despite best efforts, an agency just isn’t the right fit. If you need to part ways:

• Ensure you receive full access to analytics, accounts, and reporting.
• Take stock of what’s been delivered and identify areas needing immediate attention.
• Move carefully to a new agency that is transparent and accountable, rather than rushing.

How do I fire an SEO company? → End professionally, secure your data, and select a new partner strategically.

Making the Right Choice

Hiring an SEO agency is a strategic decision, not just a marketing expense. The right partner can:

• Turn your website into a long-term growth engine
• Help you understand what drives traffic and conversions
• Align SEO with broader business and marketing goals

A bad agency might look impressive at first, but the damage can be costly. At Distil Digital, we focus on ethical, data-driven SEO that delivers measurable business value for South African companies.

Whether you’re just starting to explore SEO or are looking to switch agencies, we help you map out strategy, costs, and performance expectations so you can make confident decisions.