4 March 2026 · 5 min read
Five signs your SEO isn't actually working
Rankings for keywords nobody searches, reports full of jargon, and other signals it's time to look elsewhere.
Plenty of businesses are paying for SEO right now without a clear sense of whether it’s working. Here’s what to actually check.
1. The reports are all rankings, no enquiries
A ranking report full of green arrows means nothing if it’s not tied to an enquiry number. Ask directly: how many enquiries came from organic search last month, and how does that compare to before we started?
2. You’re ranking for keywords nobody searches
It’s easy to rank quickly for an obscure, low-competition phrase that happens to include your target keyword. It’s much harder, and much more valuable, to rank for the terms your actual customers are typing in.
3. There’s no visibility into what’s actually being done
If you can’t get a plain-English answer to “what did you do for us this month,” that’s worth pressing on. Technical jargon shouldn’t be a substitute for a straight explanation.
4. The strategy hasn’t changed in a year
Search engines change constantly. A strategy that hasn’t been revisited in twelve months is either coasting on being “good enough,” or genuinely stalled.
5. You’re locked into a long contract you can’t easily leave
Confidence in results shouldn’t require a 12-month lock-in to enforce it. If an agency is confident in their work, results, not a contract, should be what keeps you.