There are few things that can be guaranteed in
business, such as employees being not as productive as they can. Something that
can definitely not be guaranteed is a page one, position one Google SERP
SEO experts around the globe chase top rankings in Google search results. The effort a page 1 Google ranking requires is indescribable. There’s simply too much to do and at the end you just have to do the best you can and then leave it to the ranking algorithm. It’s only natural that ranking high on Google poses such a challenge – the potential rewards for a valuable keyword can be in the thousands, if not hundreds of thousands of dollars in business.
Seeing the success of rival companies with a little help from SEO, you start looking for SEO Agency. Some SEO companies will make outright claims of guaranteed page one ranking, and you should take this as a red flag and stay away from such companies.
to TempeOp, “The
world of search engine optimization is as volatile as it gets… A good SEO
agencies won’t make any bold claims on what they can do for you. They won’t
promise page one rankings in a week, neither will they guarantee an X amount of
leads in any given month.”
Let’s explore this issue in detail as business
owners with little SEO knowledge often fall into the trap of SEO agencies that
promise quick fixes.
Guaranteed Search Engine Rankings
When an SEO agency ‘guarantees’ search engine rankings, it could mean a number of things like:
Getting your ‘money’ page to the top of Google search rankings for a keyword
Getting your website into Google’s local search three-pack
Moving your site to page X on the Google SERP
An SEO agency that promises any of the above is
a guaranteed SEO service. For business owners who’re desperate to capture leads
or increase their visibility on Google, this seems like a pretty good offer.
However, it must be realized that despite their
very best efforts, Google search rankings simply can’t be predicted by any
degree of precision. And agencies who ‘promise’ ridiculous results like these
are likely to engage in questionable SEO ranking tactics, which we’ll discuss
For decades, shady SEO companies have used the
“guaranteed rankings and traffic” catch phrase to attract gullible business
owners. There is a reason why many view SEOs as mostly scam artists. Even
today, SEO agencies have the nerve to include the following in their messaging:
“We guarantee 1st position rankings after
deciding on a keyword”.
And that’s what you get with shady SEO
companies. The keywords they ‘decide’ to rank on the 1st page will generally be
non-competitive, low-value keywords that won’t do much for your business. These
companies have mastered the art of picking keywords that are of no use to any
business, and thus can be ranked with a fairly high rate of success.
Google Strongly Advises Against Rank Guarantees
Google’s guidelines on search marketing
specifically states that “no one can guarantee a #1 ranking on Google”, and advises
business owners to beware of SEOs that guarantee rankings, or allege a special
relationship with Google.
Search Rankings are Inherently Unstable and Unpredictable
Anyone who’s been practicing SEO will tell you
that search rankings are highly unpredictable. There are hundreds of ranking
signals that Google looks for in every page, and no one knows for sure what
they are. Because of this, sites that might seem unlikely to rank, sometimes
end up ranking above sites with high authority.
No one can say for sure why this happens. If you
search for “how to contact Instagram”, it’s not an official Instagram page that
is on the top. What’s more, search rankings even change depending on the
location of the user. If you search for “SEO company” in
Tyler, then perform the same search in Texas, the
search results are likely to be very different.
Search results can even change depending on your
browsing history. In light of all these points, no SEO can truly say that they
can guarantee rankings.
Good SEO Agencies Help, But Do Not Guarantee Results
What a reputable, ethical SEO agency will
guarantee is that they’ll provide the best advice and take the required steps
in order to help your website get more traffic. If they see that your site has
tremendous potential but follows poor SEO practices, they might even guarantee
a certain percentage increase in website traffic.
This is because following good SEO practices can in fact, help your site get more traffic, and not just through search rankings alone. Good SEO practices are focused on making the user experience of your site better, and Google highly favors sites that follow them.
The agency will focus on improving the content, navigation and even the aesthetics of your site in a bid to increase traffic. When users stay longer because your site is great to be on, Google sees this as a good thing. In return, it starts to increase your search rankings.
How to Choose a Good SEO Agency
There are a number of things to look for when
choosing an SEO agency. For starters, schedule a call with SEO agencies and ask
them how they’ll help your website get more traffic. If ALL they talk about is
“we’ll get you to the first page of Google”, then simply cut the call short.
If the agency is willing to discuss all of this
in detail, then there’s a good chance they’ll be a worthwhile investment. You
need to know what your money is being spent on. If all the agency is willing to
discuss are keywords, then that’s simply not good enough.
SEO requires a comprehensive strategy that
comprises of many different activities – ranking keywords being one of them.
Don’t fall for promises and ask the agency to layout a strategy that they plan
to follow over the coming months.
Junie Rutkevich is an Independent Authorpreneur and an Internet
Media Influencer. She has been working as an SEO Expert for more than 10 years,
advising all sizes of businesses to scale up their clientele.
Andy has grown to be one of the most influential names in digital marketing in greater Seattle area.
Graduating with his MBA, focus on Marketing, he has acquired the skill set and experience needed to bring clients under Kayzoe Marketing the highest level of strategic marketing possible.
As CEO and Director of Search Engine Optimization he has been able to get Kayzoe and his clients ranked in the top positions of Google time and time again.