Many search engine optimization firms still
tout guarantees of top ten rankings. A specific
ranking or position guarantee on organic search
engine listings is not practical for a couple of
reasons:
1. Search Engines are in Control - SEO
firms do not have control over how search
engines algorithmically rank pages. They can
identify the strong influencers and use what has
worked in the past to achieve top rankings, but
if a Search Engine decides to change the way it
ranks pages, goes out of business, gets
acquired, or adds/changes their source of search
results data, there is really not much a SEO
firm can do about that. However, a good SEO will
proactively monitor industry trends, and ranking
performance of its clients and so preemptive
tactics can be applied to minimize traffic and
ranking effects, if any, to the client site
should a major search engine change occur.
2. it's about conversion, not ranking
- The guarantee of top ten listings is really an
attempt at a guarantee of results, or
satisfaction with the service. Being listed in
the top ten for an unpopular keyword will mean
nothing to the bottom line for a web
site/business. What is more meaningful from a
return on investment standpoint is a
satisfaction guarantee. That is, there is more
to profitable online marketing than specific
rankings. Expert SEO firms implement a variety
of tactics to help clients reach the true
objectives, like increased inquiries and sales,
rather than a particular ranking.
The only way to legitimately guarantee a
specific ranking is on a pay per click program
where the primary determining factor for ranking
is based on something the advertiser is in
complete control over - the cost per click
bidding price.
3. Practical SEO guarantee - Rankings
are best used as a basic metric to document
overall visibility trends. But rankings are just
the start. It's also very important to report
the increased number of unique visitors brought
to the client as well as tracking conversions
whenever possible. Effective conversion tracking
documents the number of times a search engine
ranking or a pay per click listing results in an
inquiry.
Here is an example SEO guarantee that is not
tied to specific rankings:
"Client satisfaction is guaranteed. We work
closely with our clients to identify realistic
goals and timelines and employ the appropriate
mix of tactics to achieve them. If objectives
are not met within the agreed upon timeline, we
will offer to make it right within 30 days or
offer to terminate our agreement and refund any
unused portion of the contract."
4. Focus on what's important - Above
and beyond a guarantee, other evaluation items
of a search engine marketing company, SEO firm
or consultant should emphasize:
Full disclosure of tactics. Nothing
ambiguous
Proposal and project plan outlining
deliverables and timelines
Ranking examples on phrases similar
to yours or at least difficult phrases
Clients that you can talk to for
reference
Experience and industry
recognition/involvement
Setting clear expectations early on is
critical both for the client and the SEO firm.
Search engine optimization firm claims that
appear "too good to be true" are usually not
worth the risk for the client. Demands for high
rankings quickly on extremely competitive and
non-relevant phrases are not practical either.
Site owners should provide clear objectives for
the site and understand the metrics most
valuable in determining success. SEO firms
should consult with the client on a strategy
that uses the most appropriate mix of tactics
and provide clear expectations on timeframes and
results.