Look—we all love a good SEO report.
Green arrows. Upward graphs. “Congrats! You’re ranking for 50 new keywords!”
But here’s the question no one wants to ask:
Do those keywords actually bring you business?
Because if you’re ranking for fluff like “best marketing ideas for 2020” or “cheap business tips in Southeast Asia”—you’re getting played.
The Keyword Con Game
Agencies know most clients don’t really understand SEO metrics.
So instead of fighting for the keywords that convert, they:
- Target low-difficulty, no-traffic phrases
- Stuff your site with irrelevant blog content
- Chase rankings for keywords that sound impressive but mean nothing
You feel like you’re winning.
But you’re just climbing the wrong damn ladder.
Why They Do It
- Quick wins look good. It’s easier to rank for garbage than to compete for terms that actually bring leads.
- You’re too busy to check. If you’re not digging into Search Console or Analytics, you’ll never know the truth.
- It justifies the retainer. As long as the charts look healthy, they keep getting paid.
What Useless Keywords Look Like
- Low intent: “What is CRM?” (informational, not buyer-ready)
- Irrelevant: “How to start a podcast” (you sell roofing, bro)
- Obsolete: “Best tools in 2017”
- Too broad: “Marketing” (what kind? for who? why?)
And don’t get me started on ranking for your own brand name like it’s an achievement.
The Cost of Chasing Vanity Rankings
- Zero leads. Who cares if you’re #1 for “funny startup slogans”?
- Wasted content budget. All those blog posts? Dead weight.
- False confidence. You think SEO is working… but your phone’s still not ringing.
How to Spot the Bullshit
- Ask for conversions, not just positions.
- Check your top ranking keywords—do they align with your offers?
- Look at organic traffic quality, not just volume.
- Filter by intent—are these terms people Google when they’re ready to buy?
Real SEO Focuses on Buyer Intent
Want rankings that matter?
Go after terms like:
- “best [your service] near me”
- “cost of [service] in [city]”
- “how to fix [problem your business solves]”
Sure, it’s harder.
Sure, it takes time.
But it brings qualified traffic that actually converts.
Ready to Rank for What Matters?
If your agency’s SEO wins feel hollow, it’s probably because they are.
Let’s do an SEO reality check:
✅ Real keyword audits
✅ Intent-focused targeting
✅ Content that sells—not just ranks