If you’ve been shopping for an SEO agency for your law firm, chances are you’ve seen promises like:
- “We guarantee page one rankings!”
- “Guaranteed first-page results in 30 days!”
- “If we don’t rank you or deliver ROI, we’ll work for free.”
- “We have a special relationship with Google.”
When I was leading the SEO/Marketing division of an agency in Sydney, Australia in 2010 to 2013 these kinds of guarantees in Australia were commonplace. As much as I loved living there it felt like the industry was a few years behind what was happening in the US. I hated seeing agencies there try to mislead people with these dodgy guarantees. It’s actually one of the reasons that motivated me to start my own agency.
But what might be more shocking is that I still see agencies offering these guarantees TODAY in the US of A 12 years later!
Any SEO agency making guarantees about results is either misleading you or doesn’t understand how search engines actually work. But really they are misleading you as these guarantees aren’t worth the paper they’re written on.
Let’s break down why these guarantees are red flags — and what you should focus on instead.
Google’s Algorithm Is Constantly Changing
Google makes thousands of algorithm adjustments every year — some big, some small. No agency has control over when these changes happen or how they will affect rankings.
A firm that promises a #1 spot either plans to:
- Optimize for an irrelevant, easy-to-rank keyword that won’t bring you qualified leads. There are plenty of easy keywords to rank for but they are easy to rank for for a reason which is they don’t drive qualified traffic or generate cases.
- Overpromise and underdeliver, blaming algorithm updates when they fall short
A reputable agency focuses on consistent, long-term improvement and measurable case growth — not vanity rankings to satisfy a guaranteed #1 ranking.
Keyword Choice Matters More Than Rankings Alone
Can an agency rank you #1 for “personal injury attorney near me” in a tiny suburb with no competition”? Probably. But will that keyword bring meaningful traffic or signed cases? Probably not.
The most dangerous part of SEO guarantees is that they rarely tell you what they’re guaranteeing rankings for.
Real SEO success is about ranking for high-value, competitive keywords that drive qualified leads — not easy wins that pad reports. Non specialized law firm marketing agencies will get this (and other stuff) wrong almost every time.
Rankings Are Not the Same as Revenue
Ranking well for certain keywords doesn’t mean you’ll get new clients. Even if you rank in the top three for a high-volume keyword, you still need:
- Strong, clear and compelling website content to convert that traffic into a lead
- A fast-loading, mobile-friendly website
- Clear calls to action
- An optimized intake process to respond to leads quickly
If those pieces aren’t in place, all the rankings in the world won’t turn into signed cases. A professional marketing agency for lawyers incorporates meaningful reporting and provides assistance in improving these key areas of your business and website.
Focus on what matters: cost per signed case, lead quality, and intake conversion rates.
Unethical Shortcuts Can Hurt You Long-Term
Some agencies make unrealistic guarantees because they plan to use black-hat tactics (spammy backlinks, keyword stuffing, hidden text and links or use of private blog networks) to temporarily boost rankings.
The problem:
- Google’s algorithm eventually catches up. They employ more rocket scientists than NASA. Do these SEO companies really think they can outsmart them??
- Your rankings can plummet overnight when they update their algo to punish these tactics.
- In worst cases, your site could receive a manual penalty and be removed from search results altogether.
A real partner will use sustainable, ethical tactics that protect and build your brand’s reputation over time.
SEO Is a Long-Term Investment, Not a Quick Fix
If an agency is promising immediate results, or much faster results than every other firm you’ve spoken to, they’re either not being honest, don’t have the experience in legal SEO to know how competitive it is or they’re not working on competitive keywords that matter to your business.
Remember that quality SEO takes time — especially in competitive markets like personal injury law, criminal defense, or immigration law. Anyone telling you otherwise is selling you a short-term illusion.
Consider who you’re speaking to in the sales process. Is it a sales rep trying to hit a quota or is it the Owner of the firm that will definitely be there at the end of your contract to live up to the expectations set?
A credible agency will show you a clear roadmap, expected timelines based on competition, and incremental progress toward signing more cases.
“Guaranteed ROI or We Work for Free” Isn’t What It Seems
Some SEO firms try to sweeten the deal by offering a guarantee like If we don’t rank you or deliver ROI, we’ll work for free.
It sounds reassuring — but it rarely plays out in your favor. If the agency hasn’t figured out how to generate results while being paid, what makes you think they’ll suddenly crack the code while working for free? And realistically, how much time and effort do you think they’ll invest when there’s no revenue coming in from your account?
In most cases, these offers just result in your firm wasting another 2–4 months, hoping things will turn around — only to eventually realize that time (and opportunity) has been lost with the wrong agency.
Instead of being swayed by feel-good guarantees, focus on whether the agency has a proven process, clear milestones, and transparency around what’s being done — and why.
“We Have a Special Relationship with Google”
As someone who used to work at Google this would be an easy one to try to claim, but the reality is in my business development and partner program related roles at Google, I’m not sure I ever even spoke to an engineer working on the algorithm let alone got any inside tips that would help me years later.
Claiming a special relationship with Google is particularly misleading, as some agencies suggest they possess insider connections or can directly influence rankings due to their “Google Partner” status.
Something to keep in mind: The Google Partner badge exclusively pertains to paid search (Google Ads) and offers no advantage or special privileges regarding SEO. No agency has the capability to affect organic rankings or receive preferential treatment from Google’s algorithm.
Run, don’t walk, if someone claims they can “pull strings” with Google. That’s just not how SEO works.
What to Ask Instead of “Can You Guarantee Rankings?”
Rather than asking for guaranteed rankings—which no reputable agency can provide—focus on strategic questions that reveal their true capabilities and alignment with your firm’s goals.
- How do you measure SEO success?
- How do you choose which keywords to target?
- How often will you report on progress, and what metrics will you show me?
- How will you tie SEO performance to signed cases and ROI?
The clarity and precision of their answers will help you choose the right partner—one that doesn’t just promise rankings but demonstrates a clear understanding of your business, focuses on measurable results, and aligns their strategy with your firm’s long-term growth objectives.
Beware of Easy Promises — Focus on Real Outcomes
SEO guarantees sound appealing, but they’re almost always a distraction. The real question isn’t “Can you get me to #1?” but “Can you help me sign more high-value cases at a cost-effective ROI?”
Want to know what realistic, sustainable SEO growth looks like for your law firm? Let’s talk about what success actually means for your practice. Call Neon Ambition today at 866-624-1365 or fill out our form to request a consultation.
