Identifying Red and Green Flags in SEO Projects

Before signing a contract with a new client, a savvy SEO specialist must ask the crucial question: does this project have real potential? This article serves as a practical guide for assessing websites before starting work, ensuring that time isn’t wasted on unpromising endeavors. We will explore how to identify technical and strategic risks, evaluate client adequacy and business models, and create a decision-making system during the pre-sale phase. Taking on a project with no prospects not only wastes time and money but also risks damaging the agency's reputation, leading to negative reviews and potential claims, even with good work—simply because the project was initially unviable.

Red Flags: Signals to Avoid a Project

Toxic Client Attitude

What it is: A client with a confrontational stance, who views SEO as a scam, constantly compares you to previous contractors, and demands guarantees of rankings.

Why it’s dangerous: A toxic client will be resistant to collaboration and will not accept real risks and limitations. Often, such projects end in conflict and wasted time.

How to identify: Pay close attention to the initial calls, notice the tone of the correspondence, and ask about past experiences with SEO and feedback.

Example: A client came after a freelancer, demanding guarantees of top-three rankings within three months, constantly referring to "scams" and "black hat methods." After refusing to work without guarantees, they left in conflict—time was wasted.

Unrealistic Expectations

What it is: A client expects quick results (within 1–2 months), wants to rank for high-competition keywords in a competitive niche, yet is unwilling to make changes to the site or invest in content.

Why it’s dangerous: Unrealistic expectations will lead to disappointment, even if progress is made. The client will not understand the significance of intermediate results.

How to identify: Ask how the client will measure success. If their KPI is "to grow tenfold in two months" without a budget for improvements, it’s a reason to walk away.

Example: A law firm expected a 300% traffic increase in a quarter without making changes to the site. After a month, they began blaming the contractor for "lack of growth," despite seeing position improvements for low-competition keywords.

Questionable Domain History

What it is: A domain that has previously faced penalties, was used for PBNs, or has sharp spikes/drops in traffic, coupled with a poor backlink profile.

Why it’s dangerous: Even if the domain is not currently under filters, search engine algorithms may consider past toxicity, and you may spend months rehabilitating the signal.

How to identify: Use archive analysis (e.g., Wayback Machine), check indexing history (site:domain in Google), and analyze backlinks (using search operators and backlink analyzers).

Example: A client had a domain previously used for doorway pages. The site had dropped from the index three times, and the backlink profile was toxic—it took six months just for "rehabilitation."

Poor or Chaotic Site Structure

What it is: There is no logical category structure, important query clusters lack pages, there is cannibalization, and URLs are overly nested.

Why it’s dangerous: Even with good content, the site won’t be able to rank without rethinking its architecture. Resources will be spent on refactoring rather than promotion.

How to identify: Check the sitemap, and analyze how well the pages are interconnected. If you find that critical pages are buried too deep or that the hierarchy is confusing, it’s a sign of potential issues.

Example: A retail site had a structure where important product categories were four levels deep in the URL hierarchy. It was challenging for both users and search engines to navigate, which negatively impacted visibility.

Lack of Analytics and Tracking Data

What it is: The client does not provide access to analytics tools or tracking data like Google Analytics and Google Search Console, claiming they are "not necessary."

Why it’s dangerous: Without access to data, it becomes nearly impossible to assess current performance, conduct analysis, and implement changes. This creates a blind spot where it’s unclear what works and what doesn’t.

How to identify: During the initial discussions, clarify what tools and accesses will be provided. If the client refuses or offers only partial access, it’s a red flag for potential issues.

Example: A client did not provide access to Google Analytics and Search Console, claiming that "everything is clear already." As a result, the SEO specialist worked blindly, unable to evaluate the effectiveness of their actions.

Green Flags: Signals That the Project is Worth Taking

Client Openness to Changes

What it is: A client who is willing to collaborate and make changes shows that they understand the importance of SEO and are ready to invest in their project. This can involve content changes, website improvements, or structural optimizations.

Why it’s beneficial: Openness to change indicates that the client is engaged and committed to achieving results. It also allows for a more dynamic and responsive approach to SEO strategy.

Example: A client provided a detailed overview of their website’s strengths and weaknesses and was eager to implement suggestions for improvement, leading to a fruitful partnership.

Unique Selling Proposition (USP)

What it is: If the client has a clear and appealing USP, it can significantly ease the promotion process. The uniqueness of the product or service allows them to stand out from competitors and attract the target audience.

Why it’s beneficial: A strong USP provides a solid foundation for creating compelling content and marketing strategies, making it easier to connect with potential customers.

Example: A local bakery offered a unique range of gluten-free and vegan products, which became a central theme in the SEO strategy, helping to attract a niche audience.

Realistic Approach to SEO

What it is: Clients who understand that SEO is a long-term strategy rather than a quick way to get traffic will be more patient and willing to collaborate. They recognize that results require time and effort.

Why it’s beneficial: Such clients will likely appreciate the nuances of the SEO process and be more willing to invest in ongoing efforts, leading to better outcomes.

Example: A tech startup understood that their competitive niche would require sustained effort over several months and was committed to gradually improving their online presence.

Willingness to Analyze and Adapt

What it is: Clients who have already conducted an analysis of their website and are ready to discuss potential improvements show that they are interested in real results. This may include enhancing content, updating design, or optimizing structure.

Why it’s beneficial: This proactive attitude indicates that the client is engaged and willing to work together to achieve the best possible results.

Example: A client had previously run a website audit and was eager to discuss the findings and potential improvements, setting the stage for a productive collaboration.

Conclusion

When selecting projects for SEO work, it is crucial to pay attention to the red and green flags mentioned above. This will help avoid unnecessary conflicts and disappointments, saving time and resources. Remember that successful collaboration is only possible with mutual understanding and a willingness to adapt from both parties. Good luck with your projects!

SEO Project Assessment Checklist

• Check for Toxic Client Attitude: Watch for confrontational behavior, distrust of SEO, and demands for guarantees.
• Evaluate Client Expectations: Ensure expectations are realistic regarding timing, competition, and investment.
• Analyze Domain History: Investigate past penalties, traffic spikes/drops, and backlink profile quality.
• Review Site Structure: Confirm logical categories, proper page distribution, and avoid cannibalization or deep nesting.
• Verify Access to Analytics: Confirm access to Google Analytics, Search Console, and other tracking tools.
• Assess Client Openness: Determine willingness to make changes and collaborate on SEO improvements.
• Identify Unique Selling Proposition: Look for a clear USP that differentiates the client in the market.
• Confirm Realistic SEO Approach: Ensure client understands SEO as a long-term strategy.
• Check Client’s Proactiveness: See if client has performed audits or analysis and is ready to adapt.