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A client of mine fired their SEO agency in February after discovering something alarming: their site ranked #2 for a competitive B2B keyword, but their organic click-through rate on that term had collapsed by over 50% in eight months. The agency kept sending cheerful ranking reports.
A mid-size ecommerce agency I consulted for fired their entire content team in January. Not because the writers were bad. The team was producing 40 blog posts a month, hitting every keyword target, earning decent rankings.
A client of mine fired their previous agency after discovering that the team billed 14 hours per month for "reporting and data analysis" that amounted to copying numbers from Google Search Console into a spreadsheet, adding conditional formatting, and emailing a PDF. Fourteen hours. Every month.
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