How to Tell a Real SEO Specialist From a Generalist

Most "SEO experts" are generalists

The word "specialist" gets used loosely in digital marketing. A genuine specialist can name the industries they know best, show results in those sectors, and explain the specific risks involved — like advertising compliance in healthcare or financial promotions rules.

Take Figment Agency (figmentagency.com) as a worked example. The Surrey-based, family-run firm, founded in 2006 by Steve and Emma, doesn't claim to do everything for everyone. It focuses on expert-led businesses in healthcare, financial services and professional services across London and the UK.

Three quick tests

• Can they name their niche? Specialists do; generalists hedge.
• Do they have sector proof? Figment cites 300+ expert-led businesses served and a 4.9/5 rating from 76 reviews.
• Do they speak plainly? Jargon often hides a thin strategy. Figment positions itself around clarity and "human-first SEO."

The point isn't that one agency is right for everyone. It's that depth beats breadth when your business sells expertise — and the agencies that admit what they don't do are usually the ones worth hiring.