Picture this: You’re a small business owner who just launched your dream website. You’re excited, motivated, and ready to conquer Google’s first page. Then, out of nowhere, you get a call from someone claiming they can get you to number one on Google in just 30 days—guaranteed!

Sounds too good to be true? That’s because it probably is.

SEO scams are everywhere in 2025, and they’re getting more sophisticated by the day. But here’s the good news: once you know what to look for, these scammers become as obvious as a neon sign in a library.

In this comprehensive guide, I’ll walk you through everything you need to know about SEO scams—from the classic red flags to the sneaky new tactics popping up this year. By the end, you’ll be able to spot a fake SEO service from a mile away and protect your business from costly mistakes.

What Is an SEO Scam?

Let’s start with the basics. An SEO scam is any fraudulent or deceptive practice that promises to improve your website’s search engine rankings but either delivers nothing or uses harmful tactics that can actually hurt your site.

Think of it like this: legitimate SEO is like going to the gym with a qualified trainer. It takes time, effort, and expertise, but you get real, lasting results. SEO scams, on the other hand, are like those “lose 30 pounds in 30 days” miracle pills—they promise instant results but often leave you worse off than when you started.

Why SEO Scams Are Growing in 2025

SEO scams aren’t new, but they’re definitely getting more common. Here’s why:

• More businesses are online: The pandemic pushed millions of businesses online, creating a huge market of people who need SEO but don’t know much about it.
• AI makes scamming easier: Tools like ChatGPT make it simple for scammers to create convincing websites, emails, and content at scale.
• Remote work normalizes overseas operations: It’s now normal for businesses to work with remote teams, making it easier for scammers to hide their true locations and credentials.
• SEO complexity creates confusion: As search engines get more sophisticated, SEO becomes more complex, making it harder for business owners to tell good advice from bad.

How Scammy SEO “Services” Operate

Most SEO scammers follow a predictable playbook:

1. They contact you with urgent-sounding claims about your website
2. They promise quick, guaranteed results
3. They ask for payment upfront
4. They either disappear or deliver low-quality work that can harm your site
5. When you complain, they become hard to reach or blame algorithm changes

The key thing to remember is that legitimate SEO takes time, transparency, and ongoing effort. Anyone promising otherwise is likely running a scam.

Common Red Flags of SEO Scams

Now that you understand what SEO scams are, let’s dive into the specific warning signs you should watch out for. These red flags have been around for years because, unfortunately, they still work on unsuspecting business owners.

1. Guaranteed Number One Rankings

This is the granddaddy of all SEO red flags. If someone promises to get you to number one on Google, run the other way—fast.

Here’s why no legitimate SEO professional can make this promise:

• Google’s algorithm is constantly changing: Google makes thousands of algorithm updates each year. What works today might not work tomorrow.
• Competition is unpredictable: Your competitors are also doing SEO. Even if you rank number one today, someone else might outrank you tomorrow.
• Different people see different results: Google personalizes search results based on location, search history, and dozens of other factors. There’s no single “number one position” anymore.
• Keyword difficulty varies: Some keywords are extremely competitive. Ranking number one for “insurance” is exponentially harder than ranking for “insurance broker in small town Ohio.”

What Google Says About Ranking Guarantees

Google is crystal clear about this in their official documentation: “No one can guarantee a number one ranking on Google.” They even have an entire page dedicated to avoiding SEO scams, where they explicitly warn against anyone making ranking guarantees.

If Google themselves say it’s impossible, why would you trust someone who claims they can do it?

“Beware of SEOs that claim to guarantee rankings, allege a ‘special relationship’ with Google, or advertise a ‘priority submit’ to Google.” – Google Search Central

2. Vague or No Reporting

Legitimate SEO is all about data. If your SEO provider can’t show you exactly what they’re doing and how it’s working, that’s a massive red flag.

Here’s what transparency in SEO should look like:

• Monthly reports: You should get detailed reports showing your keyword rankings, organic traffic, backlinks gained, and technical improvements made.
• Access to tools: Your SEO provider should give you access to Google Analytics, Google Search Console, and any other tools they use to track your progress.
• Clear explanations: They should be able to explain their strategy in simple terms and answer your questions without hiding behind technical jargon.
• Proof of work: You should be able to see exactly what content they’ve created, what technical changes they’ve made, and what outreach they’ve done.

Questions to Ask About SEO Results and Reporting

When vetting an SEO provider, ask these specific questions:

• “Can you show me a sample monthly report from one of your current clients?”
• “What tools do you use to track progress, and will I have access to them?”
• “How often will we have calls to review progress and strategy?”
• “Can you walk me through your process for the first 90 days?”
• “What specific metrics will you use to measure success?”

If they can’t answer these questions clearly and specifically, keep looking.

3. Low-Quality Backlinks or Link Farms

Backlinks are still one of the most important ranking factors, which is why many scammers focus on them. But here’s the catch: bad backlinks can actually hurt your rankings more than having no backlinks at all.

How Shady Link Tactics Can Harm Your Site

Scammy SEO providers often use these harmful link-building tactics:

• Link farms: Networks of low-quality websites created solely to link to other sites
• Paid link schemes: Buying links from websites that sell them to anyone
• Irrelevant directories: Submitting your site to hundreds of low-quality directories
• Comment spam: Leaving spammy comments with links on blogs and forums
• Private blog networks (PBNs): Networks of websites owned by the same person, all linking to each other

These tactics might show short-term ranking improvements, but Google’s algorithms are designed to detect and penalize them. When Google catches on (and they usually do), your site can be penalized or even removed from search results entirely.

What a Safe, Real Backlink Looks Like

Quality backlinks have these characteristics:

• Relevance: They come from websites in your industry or related fields
• Authority: The linking site has genuine traffic and authority in its niche
• Natural context: The link makes sense within the content and provides value to readers
• Editorial placement: Someone chose to link to you because your content was genuinely useful
• Diverse sources: Your backlinks come from many different websites, not just a few sources

4. High-Pressure Sales Tactics

Legitimate SEO professionals don’t need to pressure you into making quick decisions. They’re confident in their ability to deliver results and happy to give you time to think things over.

Scammers, on the other hand, know that the longer you have to think about their offer, the more likely you are to realize it’s too good to be true. That’s why they use high-pressure tactics to get you to sign up immediately.

Common Pressure Lines and Scare Tactics Used by Scammers

Watch out for these high-pressure sales tactics:

• “I can only offer this price if you sign up today”
• “Your competitors are already using our services”
• “Google is going to penalize your site if you don’t act now”
• “We only take on a limited number of clients in each area”
• “Your website has serious issues that need immediate attention”
• “We’ve found major problems with your current SEO”

Why Urgency in SEO Is a Red Flag

Here’s the thing about SEO: it’s a long-term strategy. Good SEO takes months to show significant results, and the best strategies are built on careful research and planning.

Any SEO provider who’s pressuring you to make an immediate decision clearly doesn’t understand how SEO actually works—or they’re trying to scam you before you have time to do your research.

5. Overpriced or Too-Cheap Packages

Pricing is tricky in the SEO world because services can vary wildly based on your industry, competition, and goals. However, there are some general guidelines that can help you spot scams.

What Realistic SEO Pricing Looks Like

For small to medium-sized businesses, here’s what you can expect to pay for legitimate SEO services:

• Monthly retainer: $1,500 – $5,000 per month for ongoing SEO
• One-time projects: $5,000 – $30,000 for website audits, strategy development, or major technical fixes
• Hourly consulting: $100 – $300 per hour for specialized SEO expertise

These ranges can vary based on your location, industry, and the complexity of your needs, but they give you a general ballpark.

Signs You’re Paying Too Much or Too Little

Red flags for overpricing:

• Prices significantly higher than market rates with no clear justification
• Packages that include lots of “fluff” services you don’t need
• Pressure to buy expensive packages upfront
• Vague descriptions of what you’re actually getting

Red flags for underpricing:

• SEO services for less than $500 per month (unless it’s very basic consulting)
• Promises of comprehensive SEO for unrealistically low prices
• “Set it and forget it” packages that require no ongoing work
• Prices that seem too good to be true

Remember: good SEO requires significant time and expertise. If someone is offering comprehensive SEO services for $200 per month, they’re either cutting corners or running a scam.

New SEO Scam Tactics in 2025

As technology evolves, so do the tactics that scammers use. Here are some of the newest SEO scam trends that have emerged in 2025.

1. AI-Generated Content Farms

Artificial intelligence has revolutionized content creation, but scammers are using it for evil instead of good. They’re creating massive networks of websites filled with AI-generated content designed to manipulate search rankings.

How AI Tools Are Used to Generate Fake SEO Blogs

Here’s how this scam typically works:

1. Scammers use AI tools to generate hundreds or thousands of articles on popular topics
2. They publish this content across networks of websites designed to look legitimate
3. They use these sites to link back to their clients’ websites or sell backlinks
4. They promise clients that this content will boost their rankings

The problem is that this content is usually low-quality, repetitive, and provides no real value to readers. It’s exactly the kind of content that Google’s algorithms are designed to detect and penalize.

Why Google Penalizes Auto-Generated AI Content

Google has been clear about their stance on AI-generated content. While they don’t automatically penalize all AI content, they do penalize content that:

• Provides no unique value to users
• Is created primarily to manipulate search rankings
• Is published at scale without human oversight
• Contains inaccuracies or misleading information

The AI content farms that scammers create typically check all these boxes, making them prime targets for Google penalties.

2. Expired Domain Hijacking

This is a sneaky tactic that’s become more popular in 2025. Scammers buy expired domains that used to belong to legitimate businesses, then use the domain’s existing authority to manipulate search rankings.

How Scammers Buy Expired Domains to Fake Authority

Here’s how this scam works:

1. Scammers monitor when legitimate websites’ domains expire
2. They buy these expired domains, which often still have some authority and backlinks
3. They quickly throw together a website that looks somewhat legitimate
4. They use this “authority” to sell backlinks or claim they have high-authority websites in their network

This is problematic because the domain’s authority doesn’t reflect the quality of the new content or the legitimacy of the new owners.

Signs a Site Has Been Repurposed for Black-Hat SEO

Here’s how to spot a repurposed expired domain:

• Content doesn’t match the domain name: A domain called “smithlawfirm.com” suddenly has content about weight loss supplements
• Sudden topic changes: Looking at archived versions of the site shows a completely different focus
• Generic, low-quality content: The new content is obviously mass-produced and provides little value
• Excessive outbound links: The site links to many unrelated websites, often in different industries
• No clear owner information: Contact information is vague or missing entirely

3. AI-Generated Guest Post Offers

Guest posting can be a legitimate SEO tactic when done correctly, but scammers are now using AI to send thousands of fake guest post pitches.

How Scammers Use AI to Spam Outreach

The typical AI-generated guest post scam looks like this:

1. Scammers use AI to generate personalized outreach emails at scale
2. They claim to have high-quality content ready for your website
3. The content is actually AI-generated and low-quality
4. They often include hidden links or ask to add links to existing content
5. They may even offer to pay you, but the check bounces or the payment is fraudulent

How to Verify if a Guest Post Pitch Is Legit

Before accepting any guest post offer, do these checks:

• Research the sender: Look up their name, company, and website to verify they’re real
• Check their previous work: Ask for examples of content they’ve created and verify it’s actually theirs
• Examine the content quality: If they send you content, check if it provides genuine value to your audience
• Verify their website’s authority: Use tools like Ahrefs or SEMrush to check if their website actually has the authority they claim
• Be wary of urgent requests: Legitimate guest post collaborations don’t require immediate responses

International SEO Scams to Watch For

The global nature of the internet means that SEO scammers can operate from anywhere in the world. This has led to some specific international scam tactics that you should be aware of.

Offshore Agencies Using Fake US Addresses

Many scammers operate from countries with lower costs of living but pretend to be US-based agencies to justify higher prices and appear more trustworthy to American businesses.

Warning signs include:

• US addresses that are clearly virtual offices or P.O. boxes
• Phone numbers that go to voicemail or overseas call centers
• Website contact forms instead of direct phone numbers
• Team photos that look like stock images
• Inconsistent time zones in email responses
• Contracts or invoices with foreign bank account information

This isn’t to say that all international SEO providers are scammers—many are legitimate and provide excellent service. The key is transparency. Legitimate international providers will be upfront about their location and team.

Language and Translation-Based Scams in Multilingual Regions

In areas with multiple languages, scammers often target businesses by claiming expertise in multilingual SEO. They promise to optimize websites for multiple languages and regions but deliver poor translations and ineffective strategies.

Red flags include:

• Promising to translate and optimize your site for multiple languages for unrealistically low prices
• Using automated translation tools without human oversight
• Not understanding the cultural nuances of different markets
• Claiming expertise in languages they clearly don’t speak fluently
• Creating duplicate content across different language versions of your site

Localized Scams Targeting Small Businesses in Foreign Markets

Scammers often target small businesses that are trying to expand into international markets, knowing that these business owners are unfamiliar with local SEO practices and regulations.

Common tactics include:

• Claiming to guarantee top rankings in specific countries
• Offering to register your business in local directories without proper verification
• Creating fake social media profiles for your business in other countries
• Promising to handle legal compliance issues they’re not qualified to address
• Using local phone numbers and addresses to appear legitimate

How to Do a Quick SEO Scam Check

Now that you know what to look for, here’s a simple checklist you can use to quickly evaluate any SEO provider before you hire them.

Checklist: 7 Questions to Ask Any SEO Provider

1. “Can you show me 3 current client case studies with verifiable results?”
   They should be able to provide real examples with permission from their clients, including before/after traffic data and specific improvements made.
2. “What specific SEO strategies will you use for my business?”
   They should provide a detailed explanation of their approach, not vague promises about “proprietary systems” or “secret techniques.”
3. “How do you measure and report on success?”
   They should clearly explain what metrics they track and how often they’ll provide detailed reports.
4. “What tools do you use, and will I have access to them?”
   Legitimate SEO providers use professional tools like SEMrush, Ahrefs, or Moz, and they should be willing to give you access to your data.
5. “How long do you expect it to take to see results?”
   The answer should be realistic (typically 3-6 months for noticeable improvements, 6-12 months for significant results).
6. “Can you provide references from current or past clients?”
   They should be willing to connect you with other business owners they’ve worked with.
7. “What happens if I’m not satisfied with the results?”
   While they can’t guarantee specific rankings, they should have a clear process for addressing concerns and adjusting strategies.

Free Downloadable SEO Provider Vetting Template

To make this process even easier, you can create a simple vetting template that includes:

• Contact information and business verification details
• Portfolio and case study review
• Pricing and contract terms
• Communication and reporting expectations
• Red flag checklist
• Reference check results

Having this information organized in one place makes it much easier to compare different providers and spot potential scams.

Actionable Tips to Avoid SEO Scams

Beyond the red flags and warning signs, here are some proactive steps you can take to protect yourself from SEO scams.

Ask for Client Case Studies with Proof

Don’t just take their word for it—ask for detailed case studies that include:

• The client’s website URL (with permission)
• Before and after screenshots of Google Analytics
• Specific keywords and ranking improvements
• Timeline of results
• Challenges faced and how they were overcome

Legitimate SEO providers are proud of their work and happy to share success stories. If they can’t provide concrete examples, that’s a major red flag.

Always Request Detailed Monthly Reports

Your SEO provider should provide comprehensive monthly reports that include:

• Keyword ranking changes
• Organic traffic growth
• New backlinks acquired
• Technical improvements made
• Content created or optimized
• Next month’s priorities

These reports should be easy to understand and include explanations of what the data means for your business.

Use Verified Platforms to Find Trusted Vendors

Instead of responding to cold calls or emails, look for SEO providers on verified platforms like:

• Clutch: Features verified reviews from real clients
• Google Partners: Shows agencies that meet Google’s standards
• Better Business Bureau: Provides ratings and complaint history
• Industry associations: Many legitimate SEO professionals belong to organizations like SEMPO

These platforms require verification and provide transparent reviews from actual clients.

Get a Second Opinion from an SEO Consultant

If you’re unsure about an SEO provider’s recommendations, consider hiring an independent SEO consultant for a one-time audit. They can:

• Review the proposed strategy
• Identify potential red flags
• Provide realistic expectations for your industry
• Suggest alternative approaches

This small investment upfront can save you thousands of dollars and months of wasted time.

Legal Risks and Consumer Protection

If you’ve been the victim of an SEO scam, you’re not powerless. There are legal remedies available, and authorities are increasingly cracking down on fraudulent SEO practices.

What Legal Action You Can Take If You’ve Been Scammed

If you’ve fallen victim to an SEO scam, you have several options:

• Credit card chargeback: If you paid by credit card, you can dispute the charges if services weren’t delivered as promised
• Small claims court: For smaller amounts, you can file a claim in small claims court
• Consumer protection agencies: File complaints with relevant state and federal agencies
• Legal action: For larger amounts, consider consulting with an attorney who specializes in consumer fraud
• Online reviews: Share your experience on review platforms to warn other business owners

Examples of SEO Companies Fined or Banned

Authorities are taking SEO scams seriously. Here are some recent examples:

• The FTC has fined several companies for making false claims about SEO results
• Google has banned entire networks of websites for manipulative practices
• State attorneys general have prosecuted companies for deceptive business practices
• Industry organizations have created blacklists of known scam operations

Where to Report SEO Scams

If you’ve been scammed, report it to:

• Federal Trade Commission (FTC): File a complaint at reportfraud.ftc.gov
• Better Business Bureau: Submit a complaint and review
• Your state’s attorney general: Most states have consumer protection divisions
• Google: Report spam and policy violations
• Review platforms: Leave detailed reviews on Google, Yelp, and industry-specific sites

Reporting scams helps protect other business owners and provides authorities with the information they need to take action.

Helpful Resources

Here are some valuable resources to help you continue learning about SEO and avoiding scams:

• Free SEO Scam Detection Checklist: A downloadable PDF with all the red flags and questions from this guide
• Google’s Guidelines on SEO Practices: The official word from Google on what works and what doesn’t
• Trusted SEO Agencies Directory: A curated list of verified SEO providers with proven track records
• Search Engine Land: Industry news and best practices
• Moz Beginner’s Guide to SEO: Comprehensive educational resource

FAQs About SEO Scams

What is the most common SEO scam?

Guaranteed number one rankings with no accountability. This is the classic SEO scam that’s been around for years but still catches many business owners off guard. Remember: no one can guarantee specific rankings on Google.

How can I tell if an SEO service is legit?

Look for transparency, real client examples, ongoing reporting, and realistic timelines. Legitimate SEO providers will be happy to explain their processes, show you examples of their work, and set realistic expectations about results.

Are AI tools used in SEO scams?

Yes. Some scammers generate fake sites and content using AI tools. It’s growing fast in 2025. While AI can be a useful tool when used properly, scammers are using it to create low-quality content farms and fake websites at scale.

What legal action can I take if scammed?

You can report to the FTC, file a chargeback with your credit card, or seek legal counsel. The specific action depends on the amount involved and the nature of the scam, but you have options for getting your money back and holding scammers accountable.

How much should I expect to pay for legitimate SEO services?

For small to medium businesses, expect to pay $1,500-$5,000 per month for ongoing SEO services. One-time projects might range from $5,000-$30,000. Prices significantly below this range are often red flags for scam services.

How long does it take to see results from legitimate SEO?

Legitimate SEO typically takes 3-6 months to show noticeable improvements and 6-12 months for significant results. Anyone promising results in weeks is likely running a scam or using tactics that could harm your site long-term.

Can I do SEO myself instead of hiring someone?

Absolutely! While SEO can be complex, many basic techniques can be learned and implemented by business owners. This approach takes more time but gives you complete control over your strategy and helps you better evaluate SEO providers if you decide to hire help later.

The world of SEO can seem overwhelming, especially when you’re trying to separate legitimate providers from scammers. But armed with the knowledge in this guide, you’re now equipped to make informed decisions about SEO services.

Remember: good SEO takes time, requires transparency, and focuses on providing real value to your website visitors. Anyone promising overnight results or guaranteed rankings is likely running a scam.

Take your time, ask the right questions, and trust your instincts. Your business—and your wallet—will thank you for it.