The five-point test
Run any SEO service, including ours, through these five questions.
1. Does the maths work?
Take the profit on a typical job and compare it with the monthly fee. If one or two extra jobs a month cover it, the bar is low. If you'd need many, it isn't worth it at that price.
2. Do you have the time to do it yourself?
Google says a small local business can probably do much of the work itself. If you've got evenings free and enjoy it, do. If you'd rather be quoting, working or resting, paying someone is buying your time back.
3. Do they follow Google's rules?
Google suggests asking any SEO whether they follow Google Search Essentials. Bought links are link spam, and Google warns that unethical techniques can lead to a negative adjustment or removal from its results.
4. Can you see what's done each month?
Google suggests asking how an SEO will share all the changes they make and the reasons behind them. You should get a plain list: profile updates, pages fixed, reviews requested, links earned.
5. Are the promises realistic?
Google says no one can guarantee a number one ranking, and that if someone guarantees first place you should find someone else. Be realistic too: SEO isn't a quick fix, it builds month on month, and Google's starter guide says some changes take much longer than others.
When it isn't worth it
- You're fully booked for the next year and don't want more work.
- Your job values are very low and the fee would eat the profit.
- The provider won't tell you what they actually do.
What a good SEO service looks like in practice
You hear from them every month with a short, plain report. You can see the pages they've improved and the links they've earned. Your profile is complete and active. They ask you for photos and which jobs you want more of. They never ask you to buy links or reviews, and they never promise a top spot.
If that sounds like what you want, without spending your evenings on it, our Managed Site Improvement Package was built for exactly that.
When it usually is
- You want more of a particular job, like installs over repairs.
- You want customers to find your own website and Google profile and contact you directly.
- You're losing local searches to firms who simply have better profiles and more reviews.
See how we approach plumbers, electricians and roofers.
Common questions
Is it worth paying for SEO services?
For a tradesperson it usually is when one or two extra jobs a month cover the fee, you don't have time to do it yourself, and the provider follows Google's rules and shows you what they do.
Can I do SEO myself instead?
Yes. Google says a small local business can probably do much of the work itself. It mainly comes down to time.
What should I ask an SEO before paying?
Google suggests asking whether they follow Google Search Essentials, what results to expect and when, and how they'll share the changes they make.