15 Red Flags to Spot a Bad SEO Coach (and How to Avoid Them)

🧠 Key Takeaways

• 91% of websites get zero Google traffic. Most businesses struggle with SEO, which makes finding a great SEO coach truly invaluable.
• Red flags are everywhere. Be cautious of coaches who promise “guaranteed #1 rankings,” rely on outdated tactics, or deliver vague, cookie-cutter strategies.
• Proof matters. If an SEO coach cannot rank their own website or show real client results, it is time to move on.
• Coaching means action. The best SEO coaches provide hands-on audits, custom strategies, and regular progress updates, not just theory or generic advice.
• Modern SEO changes fast. Coaches who are stuck in 2015, ignore AI, E-E-A-T, or the latest Google updates are likely to hurt your rankings instead of helping them.
• Transparent communication is non-negotiable. Beware of “ghost” coaches who disappear after payment or dodge accountability.
• The cheapest or priciest option is not always best. Pricing should reflect real expertise, hands-on work, and tangible business impact.
• The community agrees. Top complaints on Reddit, LinkedIn, and Quora include lack of results, poor transparency, and fake expertise, so always do your due diligence before hiring.
• The best coach is a partner. They adapt to algorithm changes, teach you what works, and measure success by your real business growth, not just vanity metrics.

1. Scaligo – What a Real SEO Coach Looks Like

Before we tear apart the bad coaches, let’s show you what good actually looks like.

At Scaligo, we believe in complete transparency. That means:

• Real audits with actionable fixes, not just generic checklists
• Custom strategies tailored to your industry and competition
• Regular reporting so you always know what’s working
• Ongoing support, because we don’t disappear after taking your money

We've helped companies double their organic traffic, leading to a doubling of their revenue.

Ready to see the difference? Book a free SEO audit with Scaligo and experience transparent, results-focused coaching.

2. The "Guaranteed Results" Trap

Let’s get one thing straight: SEO isn’t magic.

If someone promises you’ll rank #1 for “SaaS marketing” in 30 days, run. Fast.

Google themselves warn against anyone who guarantees specific rankings. Why? Because search algorithms consider hundreds of factors, and no one controls Google except Google.

🚩 Red Flags to Watch Out For:

• Claims like “Guaranteed #1 ranking in days”
• Vague responses about their actual SEO process
• Aggressive promises about “secret techniques” (spoiler: they don’t exist)

✅ What You Should Expect Instead:

• A clear roadmap with measurable milestones
• Realistic timelines (3–6 months for meaningful progress)
• Sustainable growth, not just temporary spikes
  

A real SEO timeline:

• First 3 months: You’ll see early improvements
• Months 3–6: Visible momentum
• Months 6–12+: This is when compound growth really kicks in

As one Reddit user put it:

“SEO coach? Sounds like a massive scam. Just hire someone to do the work for you, don’t do it yourself.”

That kind of skepticism exists for a reason. Unrealistic promises are a red flag every time.

3. Fake Reviews and Testimonials

Ever seen a business with hundreds of 5-star reviews... but something just feels off?

Not all testimonials are real. The SEO industry is flooded with fake success stories and paid reviews.

How to Spot Fake Reviews & Testimonials:

• 🔍 Check for specifics: Real testimonials mention actual results, like “Our organic traffic grew by 87%,” not just vague praise such as “Best SEO ever!”
• 🕵️ Look for names and businesses: If reviews are from “John D.” or “Marketing Manager” with no real company attached, that’s suspicious.
  

🚩 Red Flags That Scream Fake:

• Over-the-top language with no specifics
• Identical-sounding reviews (copy-paste alert!)
• No proof of results, like screenshots or case studies

One LinkedIn discussion emphasized, “Distinguish between those who genuinely understand brand growth and those who just want to collect fees.”

For a curated selection of top-tier services, explore our article on advanced SEO services.

4. Out-of-Shape "SEO Coaches" – Do They Rank Themselves?

Would you trust a fitness coach who’s out of breath walking to the gym? The same logic applies to SEO coaches. If they can’t rank their own website, how can they help you rank yours?

Quick Test: Is Their Own SEO Working?
Before trusting any SEO coach, do a little detective work:

• 🔍 Check their website: Is it fast, mobile-friendly, and optimized?
• 📝 Examine their content: Are they publishing fresh, valuable content?
• 📊 Run a quick analysis: Use tools like SEMrush or Ahrefs to check their rankings.
• 🚀 See if they practice what they preach. Poor performance? That’s a big red flag.

🚩 Red Flags They're Faking It:

• Website is buried on page 5+ of Google
• No original content or case studies
• Site looks outdated or loads slowly
• They don’t rank for “SEO coach” or any relevant terms

A true SEO coach should be able to show you their own results, not just talk about theory.

5. Vague SEO Strategies and Buzzwords

“We’ll use powerful SEO techniques to boost your rankings!”

Okay… but how exactly?

One of the easiest ways to spot a fake expert is to ask: “What’s your SEO strategy?”

If they answer with a bunch of buzzwords and no real plan, you’re talking to a wannabe.

A Real SEO Strategy Should Include:

1️⃣ Technical SEO: Site speed, mobile optimization, crawlability
2️⃣ On-Page SEO: Content optimization, internal linking, site structure
3️⃣ Off-Page SEO: Authority building through quality backlinks

🚩 Red Flags of Vague “Experts”:

• Focus on only one aspect of SEO
• Generic strategies (“We’ll rank your site with SEO!”)
• Refusing to give specifics about their process
• Relying on outdated tactics from 2015

Bonus: Real experts understand how AI tools like ChatGPT and Google’s algorithm updates impact rankings. If they’re not discussing these trends, they’re behind the curve.

See our step-by-step approach in our Webflow SEO expert guide.

6. No Hands-On Guidance or Audits

Some “coaches” charge premium fees for… just talking about SEO in general.

That’s not coaching. That’s just expensive theory.

Real SEO coaching means getting your hands dirty with your actual website—not just discussing SEO concepts in a vacuum.

What Real Coaches Should Provide:

• Site audits – Identifying what’s actually broken
• Keyword research – Finding opportunities in your niche
• Content strategy – What to create and when
• Implementation guidance – Step-by-step fixes

🚩 Warning Signs You’re Getting Ripped Off:

• No analysis of your actual website
• Only theoretical advice with no action items
• No tools or reports provided
  Won’t touch your site’s technical issues

Remember: Google’s guidelines warn that hiring SEO help is pointless if you don’t implement the changes. A good coach ensures implementation happens, not just talks about it.

7. "Keyword Research" That's Just a Keyword List

Keyword research isn’t just pulling a list from SEMrush.

Real keyword strategy includes search intent analysis, competition research, content mapping, and execution planning.

Yet some coaches charge $1,000+ for basic keyword lists with zero additional insight. That’s not strategy—that’s copy-paste.

What You Should Expect Instead:

• Deep strategy beyond basic lists: search intent, competition, difficulty analysis
• Content mapping: how to actually use those keywords
• Ongoing adjustments: keyword trends change constantly

🚩 Red Flags to Avoid:

• High fees for basic keyword dumps
• No search intent analysis
• Static reports with no ongoing strategy
• Can’t explain how keywords connect to your business goals

Learn what advanced keyword strategy looks like in our B2C SaaS SEO guide.

8. Old School, Outdated Tactics

SEO in 2025 isn’t what it was in 2015.

If your coach still talks about keyword stuffing, exact-match domains, or buying 10,000 backlinks for $99, they’re stuck in the past.

Google’s algorithm evolves constantly. Old tactics don’t just fail—they can actively hurt your rankings.

Signs They’re Living in the Past:

• 📆 Never mention AI, voice search, or user experience
• 🔗 Still push spammy link-building schemes
• 📉 Ignore content quality and engagement metrics
• 🏷️ Talk about meta keyword tags (Google stopped using them years ago!)
  
  

What Modern SEO Coaches Should Know:

• E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness)
• AI’s impact on search results and user behavior
• Core Web Vitals and technical performance
• User intent over keyword density

As one expert noted, “SEO is becoming increasingly complex,” with AI overviews, ChatGPT, and tools like Perplexity changing how users find information.

9. The "Ghost" SEO Coach

Ever hire someone who was super responsive… until you paid them? Then suddenly, they vanish faster than your rankings after a bad Google update. 👻

Great SEO coaching isn’t just about knowledge—it’s about real support and open communication.

What Good Coaches Provide:

• 📞 Regular check-ins: Available for questions within reasonable timeframes
• 📊 Clear action plans: Step-by-step guidance after each session
• ⚡ Proactive updates: Keeping you informed about progress and challenges

🚩 Red Flags You’re Getting Ghosted:

• Takes forever to reply (or stops responding entirely)
• No structure—every session feels random
• Avoids questions or gives vague answers
• No follow-up or accountability

See how we provide hands-on, ongoing support at our SaaS SEO agency.

10. No Custom Plan or Business Focus

Cookie-cutter SEO strategies don’t work.

Your business isn’t identical to every other company. Your SEO strategy shouldn’t be, either.

If a coach uses the same approach for a SaaS startup and a manufacturing company, that’s a massive red flag.

What Custom Coaching Looks Like:

• 🎯 Industry-specific strategy: Understanding your market dynamics
• 🔍 Competitor analysis: Knowing who you’re actually competing against
• 📈 Business goals alignment: SEO that drives revenue, not just traffic
• ⚡ Scalable systems: Strategies that grow with your business
  

🚩 Dangers of Generic Coaching:

• One-size-fits-all recommendations
• Ignores your specific challenges
• Doesn’t consider your customer journey
• No understanding of your industry

A real SEO coach builds a plan around what makes your business unique—and helps you grow on your terms.

11. Blaming Google for Everything

Stuff happens in SEO. Rankings fluctuate. Algorithms change.

But if your coach’s response to every problem is “Google did an update,” that’s not coaching—that’s just excuse-making.

What Real Coaches Do Instead:

• ⚡ Monitor changes: Track algorithm updates and adapt accordingly
• 📊 Analyze data: Find the real reasons behind ranking changes
• 🔍 Focus long-term: Build sustainable SEO, not just chase algorithms
• 🛠️ Problem-solve: Fix issues instead of pointing fingers
  

🚩 Red Flags They're Making Excuses:

• Every ranking drop is blamed on Google
• No adjustment based on new trends
• Avoid responsibility for poor results
• Don’t track or analyze performance data

Reality check: Good SEO adapts to algorithm changes. Great SEO anticipates them.

12. Overpromising, Under-Delivering

The “vanishing coach” problem is real.

44% of small businesses have fired an SEO provider due to poor results. That’s nearly half of all businesses who tried SEO help.

Common Overpromising Patterns:

• 💸 Big promises during sales calls, then radio silence
• 📉 “Traffic will double in 60 days” (then nothing happens)
• 🎯 Focus on vanity metrics instead of real business results
• ⏰ “Just give it more time” when questioned about results
  

✅ What Reliable Coaches Do:

• Set realistic expectations from day one
• Provide regular progress reports with real data
• Focus on business metrics that matter (leads, sales, qualified traffic)
• Adjust strategy when things aren’t working

For proven growth strategies, check out our enterprise SaaS SEO guide.

13. Suspiciously Cheap or Overpriced Services

SEO coaching isn’t fast food, but it shouldn’t cost like a luxury car either.

Pricing extremes are big red flags. Too cheap usually means inexperience or outsourced work, while too expensive might mean you’re just paying for a brand name—not actual results.

Realistic SEO Coaching Costs (2025):