Thinking Of Replacing Your SEO Agency? Do This First

You don’t just wake up and decide to replace your SEO agency one day. It usually starts with that lingering discomfort, maybe traffic is holding steady but leads are down, or monthly reports feel more templated than insightful. At some point, the thought sneaks in: “Is it them or are we expecting too much?”

It’s not an easy call. At times, brands are stuck with underperforming agencies for months because they fear starting over. Others switched too quickly, only to find the next partner made the same mistakes. In both cases, what was missing wasn’t always capability. It was clarity.

Before you make a high-stakes decision like replacing your SEO agency, there’s groundwork to be done. Because choosing the right time, and more importantly, the right reason, to switch can mean the difference between 6 months of growth and 6 months of chaos.

Let’s walk through what to do before switching, how to know whether you should, and how to make the move (if you need to) without losing momentum.

Is Your SEO Strategy Outdated, Not Your Agency?

The first thing to ask isn’t “Is our agency bad?” It’s: “Have our goals changed, and did we tell them?” Business goals evolve. Maybe you were focused on domain growth last year, but now your sales team needs product-qualified leads. If your agency is still chasing volume while your CMO is tracking lead-to-revenue, there’s already a misalignment.

Many companies overhaul their internal funnel but forget to loop in their SEO partner, and then blame them when the numbers look flat. This isn’t about defending your SEO agency. It’s about asking: Did we give them the new rules of the game?

Because good agencies execute what they’re told. Great ones push back and realign. But neither can read your mind.

Communication Gaps That Derail SEO

One of the most common reasons SEO results stall has nothing to do with execution, and everything to do with unclear direction. When business goals shift but aren’t fully communicated to your SEO marketing company, the strategy lags behind.

If you’ve recently launched a new product, changed your audience focus, or redefined success metrics but haven’t realigned with your agency, performance will plateau. It’s not neglect, it’s misalignment.

Instead of assuming they’re underperforming, take a closer look at whether the inputs they’re working from are still accurate. In many cases, a realignment conversation can move the needle more than a full agency switch. But if they can’t adapt or evolve with you after that clarity, that’s when the relationship needs to be reconsidered.

What A Smart SEO Agency Should Be Doing

Let’s say you’ve communicated your goals. You’ve been clear. And still, nothing’s improving. That’s when you dig deeper. Here’s what a high-performing SEO agency does by default:

Keeps your keyword strategy tied to current funnel stages and offer priorities

Flags algorithm updates and sends a plan, not just a warning

Tracks how users behave post-click, not just before

Runs technical audits regularly and shares priority fixes

Brings you fresh opportunities: content gaps, SERP changes, internal linking chances

Reviews competitors’ strategies and positions you better, not louder

If your agency hasn’t adjusted anything in months, hasn’t challenged your assumptions, and can’t show you a forward-looking roadmap? That’s when the conversation shifts from reset to replace.

Before You Switch SEO Agencies, Do This First

You’ve weighed it out. You're leaning toward moving on. That’s valid. But even then, you don’t want to act on frustration. You want to act with a system. Here’s your pre-switch checklist: the five things you must do before breaking up with your SEO agency.

Don’t skip these 5 moves before switching SEO agencies

1. Secure all your access and accounts

Make sure you (not your agency) have admin-level access to:

Google Analytics and Search Console

Your CMS and hosting dashboards

SEO tools like Semrush, Ahrefs, Screaming Frog, etc.

Any custom dashboards or keyword tracking sheets

This avoids delays or losses when your new partner steps in.

2. Download all past reports and plans

Get copies of past strategy decks, keyword plans, content calendars, and audit logs. Even if the new team does their own audit, this gives them context on what’s been tried (and failed).

3. Document what’s in motion

Ongoing content production? Technical sprints? Link-building outreach? Knowing what’s mid-flight helps you avoid duplicate work or missed deadlines.

4. Clarify your expectations moving forward

Write down what you want your next agency to do differently. Be specific; “improve rankings” is not enough. Try: “Improve demo bookings from organic by 20% over 90 days.”

5. Exit cleanly and professionally

Even if the partnership didn’t work, don’t burn bridges. Transparency helps future handovers, preserves access, and keeps your reputation sharp.

This 5-step process turns a messy transition into a smart one.

Red flags Your SEO Agency Might Not Be A Fit Anymore

Not sure if it’s really “that bad”? Here are signs it might be:

Your reports show the same top 10 keywords for months

You’ve asked about technical issues, and they’re still unresolved

Your product or brand messaging has evolved, and they haven’t

Your blog content drives traffic, but bounces at 80%

You’ve seen more recommendations on Reddit than from your agency

There’s no mention of conversions, only traffic or impressions

You don’t remember the last time you got a new idea from them

These aren’t deal breakers alone, but more than two? That’s a pattern. And you deserve a partner who actually sees and supports your growth.

What Separates The Best SEO Companies From Average Ones

If you do go looking for a new partner, don’t just type “best SEO companies” and pick the first with awards on their homepage. Look deeper. Average agencies talk about:

Rankings

Traffic

Backlinks

Content volume

Meta tags

The best SEO companies talk about:

Business models

Lifetime value

Cross-channel attribution

Product positioning

CRO and landing page optimization

Sales enablement through search

It’s not about finding a shiny logo. It’s about finding a team that thinks like you, or sharper than you, and treats SEO like the business growth lever it is.

The Role You Play In Making Your Next Agency Better

Here’s the part most companies forget: your next SEO marketing agency will only be as good as the clarity you bring to the table. Massive wins can be seen when clients:

Shared customer feedback, lost deal reasons, and support tickets

Aligned SEO with product launches and campaign calendars

Brought the SEO team into internal performance reviews

Prioritized a monthly call for review and recalibration

The best partnerships aren’t set-and-forget. They’re iterative, proactive, and tight-knit. And when you bring that clarity, your next SEO partner won’t just rank better, they’ll think bigger with you.

Don’t Switch For Activity, Switch For Acceleration

If you’ve taken the time to communicate, recalibrate, and reset expectations, and your agency still isn’t moving the needle? Then yes, it’s time. But don’t switch to feel busy. Switch because you know where you’re going, and what kind of partner it’ll take to get you there.

The right SEO agency doesn’t just send you reports. They push you forward. They evolve with you. They fight for your funnel. So when it’s time to choose, don’t just ask “Who’s better?” Ask:

“Who thinks the way we need to think next?” That’s your agency. And that’s your next level.