You know the email. “We noticed your website isn’t ranking as high as it could be. We can get you to the first page of Google. Guaranteed results.” Delete it. Here’s why.
I get these emails too. Everyone does. And honestly, if you’ve ever been tempted to reply, I get it. Showing up on Google matters. But the companies sending these emails are counting on you not knowing how SEO actually works.
So let’s fix that.
Google Literally Tells You to Ignore These Emails
This isn’t me being cynical. This is straight from Google’s official documentation for business owners considering SEO help:
“Be wary of SEO firms and web consultants or agencies that email you out of the blue.”
That’s Google. The company whose search rankings these emails are promising to improve. They’re telling you: if someone emails you unsolicited about SEO, be suspicious.
Think about it: if a company is legitimately good at SEO, why would they need to spam people? Their own site would rank well enough to attract clients organically. The fact that they’re cold-emailing is a tell.
The “Guaranteed Rankings” Lie
Here’s the biggest red flag of all. From Google, again:
“No one can guarantee a #1 ranking on Google. Beware of SEOs that claim to guarantee rankings, allege a ‘special relationship’ with Google, or advertise a ‘priority submit’ to Google. There is no priority submit for Google.”
Read that again. No one can guarantee rankings. Not the best SEO agency in the world. Not someone who used to work at Google. Nobody.
Why? Because Google updated its algorithm over 5,000 times in 2021 alone. That’s more than 13 changes per day. The ranking factors shift constantly. A legitimate SEO expert can improve your odds, but they can’t control the outcome.
Anyone who “guarantees” first-page results either doesn’t understand how search works, or they’re betting you don’t.
The “Google Partner” Trick
Some of these emails will mention being a “Google Partner” or “Google Certified.” Sounds official, right? Here’s what that actually means:
Google Partner status only applies to Google Ads (paid advertising). It has absolutely nothing to do with SEO (organic search rankings). Zero. Nada.
In fact, Google explicitly states that claiming they endorse your SEO services is a violation of their policies. There is no “Google SEO Partner” program. If someone claims there is, they’re lying.
It’s like saying you’re certified to fix someone’s plumbing because you passed a test on installing light fixtures. Different skill set entirely.
What Happens When You Pay These Scammers
Let’s say you ignore all the warning signs and pay up. What usually happens?
- Nothing. They take your money and disappear. Or they send you meaningless reports with made-up metrics.
- Temporary, sketchy results. They use “black hat” techniques that briefly boost rankings, then get your site penalized by Google. You end up worse than you started.
- Rankings for useless keywords. They get you to #1 for something nobody searches. “Best artisanal llama socks in Arroyo Grande” isn’t helping your restaurant get more customers.
- Fake traffic from bots. Your analytics look great! But no actual humans are visiting.
The FTC has actually taken legal action against these operations. In one case, scammers were ordered to pay over $4.6 million for tricking small businesses into paying for SEO services they never ordered.
How to Spot a Scam SEO Pitch
Here’s your cheat sheet. If an SEO company does any of these, walk away:
- They emailed you first. Google’s advice: be wary of unsolicited contact.
- They guarantee rankings. Google’s advice: find someone else.
- They claim a “special relationship” with Google. Google says: “There’s no way to request or pay for a better local ranking on Google.”
- They won’t explain their methods. Legitimate SEO isn’t a secret. If they’re vague about what they’ll actually do, they’re hiding something.
- They promise fast results. Real SEO takes 4 to 12 months to show meaningful results. Anyone promising faster is lying.
- They mention “Google Partner” for SEO. That’s not a thing.
Why These Scams Keep Working
Research shows about 51% of people don’t engage with cold emails at all. Good instincts. But that means nearly half of people do at least look at them.
And over a third (36%) of consumers don’t trust cold emails. But that still leaves a lot of people who might.
SEO scammers are playing a numbers game. They send thousands of emails knowing most will be ignored. They only need a small percentage of business owners who are worried about their Google rankings (which is a lot of us) to bite.
The thing is: if Google’s giving you free advice on how to spot these scams, and the FTC is suing these companies, it’s clearly a widespread problem. (This isn’t the only scam making the rounds—I keep a running list of the year’s worst scams if you want to know what else to watch for.)
What Good SEO Actually Looks Like
So if most SEO pitches are scams, how do you know when one’s legit? A few signs:
- You found them, not the other way around. If they’re good at SEO, their own site probably ranks well.
- They ask questions about your business. Good SEO is tailored to your goals. If they don’t ask what you’re trying to achieve, they’re selling a template, not a strategy.
- They explain what they’ll do and why. No mystery. No “proprietary systems.” Just clear explanations you can verify against Google’s own guidelines.
- They set realistic expectations. Months, not days. Improvement, not guarantees.
- They have case studies or references. Not just logos of big companies—actual proof of results they delivered.
Want to understand what actually moves the needle for local businesses? I wrote a breakdown of what works for local SEO—no magic, just the basics done right.
What to Do If You Get One of These Emails
Simple: delete it.
Don’t reply “unsubscribe” (they might not honor it, and you’ve confirmed your email is active). Don’t click any links (they could be tracking you). Just delete.
If you’re getting calls instead of emails? Google confirms: “We don’t make unsolicited sales calls.” Anyone calling you claiming to be from Google or a Google partner to sell SEO services is lying. Hang up.
If you keep getting harassed, you can report the company to the FTC at reportfraud.ftc.gov.
The Bottom Line
SEO matters. Showing up when people search for what you offer is valuable. But the companies spamming your inbox aren’t going to help you get there.
If you want to improve your search rankings, there are legitimate ways to do it: create helpful content, make sure your site loads fast, claim your Google Business Profile, get reviews from real customers. None of that requires paying a stranger who emailed you out of the blue.
And if you do want professional help? Find someone yourself. Ask other business owners who they use. Check references. Make sure they explain what they’ll do and why.
Just don’t click “reply” on that cold email. Nothing good is waiting on the other end.
Got questions about your website or SEO? Give me a call—I’ll give you an honest answer.