The SEO Scam of No SEO Guarantee
This post revisits (and refutes) the assertion that SEO is so elusive and specialized that any “SEO expert” would become dishonest, illegitimate, or unscrupulous to offer guaranteed SEO performance to their clients.
Earlier today I ran across a blog post here — and commented on the topic, a piece rife with illogic pertaining to SEO guarantees, what keyword positions can be attained, what a website owner should expect and the longevity of rankings — with all perspectives carefully crafted to the author’s opinion.
The blog’s article was attributed to Rebecca Gill; however, later after the young woman decided not to post my follow-up posts to our dialog, I discovered the article was originally authored by David Jackson here.
Thinking back, I now recall encountering Mr. Jackson’s strange behavior over a year ago, when I posted a response to one of his hit-pieces on SEO. Rather than reinforce his claims, he deleted my posts (and others) so no one else could read what had been said. (so much for open, honest debate)
Below is today’s dialog on the part of Mr. Jackson’s article that I addressed, as republished on Ms. Gill’s site. (see my advice on how to avoid SEO scams)
SEO Scams and Newbies Realm of Gullibility (Revisited)
3. “Achieve Top 10 Search Engine Rankings Guaranteed!”
No legitimate SEO company will guarantee you a top 10 search engine ranking. Why? Because they can’t. A website’s ranking is determined by a variety of factors within a search engine’s algorithms. SEO companies have zero control over the constantly evolving algorithms of search engines.
And since SEO companies don’t have any control over those algorithms, it only stands to reason that they can’t legitimately guarantee you a top 10 ranking, right?
Now it is possible for you to get a top 10 ranking for certain long-tail keyword phrases that are less popular - keywords that aren’t heavily searched?
Yes, that’s very possible. But again, no one can guarantee you a top 10 ranking for those types of keywords either.
And even if you do manage to get into the top 10 for certain keywords, there’s no guarantee you’ll be able to stay there. Because the search engines are constantly changing their algorithms to thwart cheaters.
For example, you can be on page one today and just as easily be on page one hundred tomorrow. It can happen just that quickly. Don’t believe me? Do some research on Google’s infamous Florida Update.
(my reply)
The Visible Dentist - December 27, 2010
I can certainly understand your warning people to watch out for SEO claims designed to scam website owners. However, I disagree with your suggestion to dismiss and avoid those SEO’s who warrant their work, that is, guarantee the client 1st page positions (top 10) for productive keywords in the SERPS.
Sure, no person can predict exactly where the client’s website will rank in the search results, whether on the first page, or even less, for a particular # position.
Still, if the search engines do not respond favorably to the SEO’s efforts, the client shouldn’t have to pay for incompetence. A guarantee for 1st page positions (for their most competitive keywords) is the only reasonable assurance a website owner can rely upon to get their money’s worth.
I’m sure it was not your intention, though playing the Google card (”…we tried but Google says no one can guarantee ranking.”) is the hallmark of the SEO scam artist who takes the client’s money and gives nothing in return.
John Barremore
Houston, TX
(Rebecca Gill) - December 27, 2010
John I agree that an SEO consultant’s goal is page one, but I stand firm to the theory that no one can guarantee it. It is highly dependent on search volume, level of competition, the competitor’s resources, and how much the client is willing to pay (ie hours of work) for your services.
I have a client that scores higher than Microsoft on a variety of keywords. We have achieved great success, but I still would not guarantee him placement on anything. We target multiple level of keywords based on priority and we set goals. We then work hard to reach those goals.
In the words of Google themselves “No one can guarantee a #1 ranking on Google.”
The Visible Dentist - December 27, 2010
Rebecca,
Again, I respectfully take issue with your logic. As a professional SEO helping businesses since 1999 (and today dentists exclusively), I can and do guarantee 1st page positions for my clients.
Your contention that Google alone makes the rules for what individuals may or may not do is, frankly, ridiculous.
As I mentioned earlier, no one, including myself, can absolutely guarantee that a search engine will perform exactly as expected (by the SEO). However, unless my efforts produce first page positions for their most competitive keywords, the client doesn’t pay me. It’s that simple; I’m within my right as an individual to make that claim and my clients appreciate the gesture of good faith.
Forgive me, but you are “standing firm” on a symbolic perception of authority, not truth, reality, and most certainly not based my own and other SEO’s personal experience. Google’s caveat about search engine rankings has, over the years, been directly responsible for helping SEO scam artists defraud and steal countless millions of dollars from website owners.
Same as for any product or service offered by reputable companies, selling SEO services should come with responsibilities and accountability. Intangible and largely misunderstood by the general public, SEO should especially be accompanied by a guarantee for performance; otherwise the SEO is given carte blanche to tell a client anything and steal with impunity.
When you put yourself in their shoes, when you consider their needs first, you’ll begin to understand why I shoulder the burden of risk for my clients; if I don’t perform to the standards of our agreement, clients are not obligated to pay me.
Without a requisite background in Web development and search engine optimization, the layman website owner is vulnerable to deception. To compensate for this disparity, and in the spirit of fairness and responsibility, the SEO professional should provide clients with specific keyword goals for their project, and be willing to back it up with a guarantee.
Targeting a particular goal, then missing the mark, is like buying any other service or product that never gets delivered. If you don’t deliver the goods, then hey, I want my money back. I pay for performance, not excuses. Incompetence and inadequacy doesn’t pay the bills in business. This is why I respect my clients’ needs first, provide them with a guarantee for SEO and why I encourage other SEO’s to do likewise.
If I prefer to guarantee 1st page positions for my clients, I do not need Google’s or anyone else’s permission. Counter to your opinion, this is not theory; it’s simply an obvious fact.
Respectfully,
John Barremore
Houston, TX
(Rebecca Gill) - December 27, 2010
John I applaud your convictions and I do respect your opinions. I also love your passion. We need more SEO consultants with passion.
I think where our opinions differ is target market. Based on your website, I assume you help dentists achieve ranking in local markets. This is a much different fight then if you were fighting for organic search position against huge corporations with internet marketing budgets in the millions. It is a different beast all together. High ranking is absolutely possible, but it doesn’t happen with a website check up. It requires ongoing fresh content and a whole internet marketing campaign to back it up.
While page one ranking is achievable and even number one position feasible, it is hard to “guarantee” top position in those cases.
The Visible Dentist - December 27, 2010
Rebecca,
I appreciate your sentiments, though I think you might misunderstand my reasoning. Please do not misplace the importance of fact over mere “opinion.” I do not deal in opinions, nor beliefs, nor convenient second-hand bits of information that are unsubstantiated by personal experience.
All SEO I perform is based upon 10+ years of direct, hands-on involvement. True, while today I service the dental industry, it’s likely you have visited websites (outside of dentistry) ranked by yours truly for some of the most competitive keywords on the Internet.
Every SEO campaign - regardless of the market, geographics, competitors, or the website’s offer - should incorporate keyword goals, benchmark positions to gauge progress and a guarantee to safeguard the interests of the client.
Granted, I take a lot of heat from armchair SEO’s for my position on the matter - though in the end, there is no justification for the controversy. Irrespective of the target market, tasks performed, or the length of a campaign, the bottom line is the bottom line; e.g. were you successful?
If your results are less than expected, you should rethink your strategy and formulate an iron-clad guarantee commensurate with your abilities and your intent to help the client. Otherwise, the pretentious SEO, however much they want to be seen as an “expert,” is just blowing smoke.
John Barremore
Houston, TX
The Visible Dentist - December 27, 2010
Rebecca,
Only now did I realize that the above article/post attributed to you, was instead authored by someone else, namely one David Jackson…
http://www.free-marketing-tips-blog.com/2009/11/seo-scams-and-newbies-realm-of.html
Although I like your responsiveness, I should have posted my comments to the original author’s website - and would have - if you had made this important point more clear to your readers.
John Barremore
Houston, TX
Summary
That concludes the conversation - with the last two posts refused.
What have we learned?
Hmm, well some people may take credit for another person’s work, the blind or misinformed often lead the blind and misinformed, and some wannabe SEO’s are desparate to evade responsibility by not affording clients a guarantee.
The main lesson here is that without distinct, guaranteed ranking goals for your most competitive keywords, an SEO service can and often does take the dentist’s money without giving much or anything in return.
It is always in the client’s best interest that payment for an SEO campaign should only become due once the client’s keyword positioning goals in the search engines have been reached, as promised.
January 2nd, 2011 at 2:17 am
Update:
I noticed that Rebecca Gill has updated her blog article now to indicate the correct author (at top of her page) - good for her - though unfortunately, directly below the post she takes credit for the article, as its author.