A good SEO firm will be able to increase the business you acquire through online marketing, but with an entire new industry sector promising to boost your profits, how do you find the best SEO agency to meet your company’s needs?
There are so many variables outside of an SEO agency’s control that no reputable company will guarantee getting a business to number one on Google rankings. You should treat SEOs who claim they can offer guaranteed top rankings or know the secret to success as highly suspect. Ask for verifiable proof and they might have examples but they can’t prove it comes down to skill over luck.
At one time, top positioning on Google for a keyword depended on two groups of factors:
- Optimising the website’s pages (on-page optimisation).
- increasing incoming link power (off-page optimisation).
Six reasons why top SEO firms won’t offer guaranteed rankings.
These days, in addition to off-page and on-page optimisation, top page positioning on Google includes an ever-increasing variety of signals through Panda, Pigeon, Penguin and Hummingbird algorithms.
- Blog posts with unique and new quality information should be uploaded at least twice a week. Search Engines will monitor the quality of resulting comments and discussions.
- The digital footprint of the website depends not only on the quality of the website but on associated social media business pages including Google Plus, Facebook, LinkedIn, Twitter and YouTube.
- Search Engines such as Google update their positioning programs (algorithms) at least a couple of times every day. They may introduce an update such as the Google Panda, which is continuously increasing its knowledge and assessing the quality of webpages.
- Google states “No one can guarantee a Number 1 ranking on Google.”.
- Keyword rankings fluctuate due to competitor efforts, search engine algorithm updates, and are also largely personalized to one’s location and history. Controlling a ranking is near impossible.
- The competition are keen to enhance their rankings: We are not in a time-freeze where only we are privileged optimise our websites to move up the ranking scale.
Joshua Steimie conducted a survey of the best performing SEO firms and reported their responses to the question of SEO guarantees. The following summarise the findings:
a) A good SEO agency authentically boosts customer confidence with education, clear expectations, and business goal alignment. A great SEO agency backs that up with supporting data/evidence, expert credentials, social proof, and relevant case studies. Bottom line, don’t make promises your agency, track record, or content can’t produce.
b) If you have to ask about a guarantee, you probably aren’t ready to be a client because you aren’t financially stable enough to make the investment. Clients who ask for guarantees most likely fit in the 20 % bucket of clients that cause 80 % of problems
c) Until the day that I gained the confidence to ask them if they were willing to offer us mutual guarantees. Second, I ask them if they’ll guarantee that their customers will be so delighted with their product or service that those customers will be willing to recommend them.
d) We don’t control the algorithms: Google makes hundreds, if not thousands, of changes to their algorithm each year. As SEOs, we can guarantee that we’ll bring a site into line with best practices around visibility, discoverability, authority and audience appeal. We don’t control the little things that Google changes and tweaks, and those can impact rankings, too.
e)We don’t work for Google and we can’t control their algorithm. The only guarantee we can offer clients is to do the work to the best of our knowledge, to the best of our ability and with their best interests at heart.” Hoffman says, “I ‘d be wary of any guarantee by an SEO firm that centres around guaranteeing Google’s algorithm will react in a certain way. In my opinion, even a Google engineer can’t guarantee that the algorithm will act a certain way six months down the line. There have been several instances where Google representatives have said they saw no issue with a certain tactic only to devalue it or demonize it later.
f)How can we guarantee something that is a moving target?
At Page 1 On Google, we used to work on a completely No Win Ã¢ No Fee basis. We now split our fees into four parts:
i.An initial SEO report.
ii.A retainer fee.
iii.Fees per article for pages and or blog posts.
iv.Fees for achieving first page of Google positioning for target keywords.
Joshua Steimie:- http://www.forbes.com/sites/joshsteimle/2014/12/16/why-the-best-seo-firms-dont-offer-guaranteed-results/.
So for a company such as a leaflet distribution company looking to improve it’s search engine ranking on key words such as leaflet distribution in the UK or leaflet distribution in a narrower geographic area such as ‘leaflet distribution in Finchley’, they might be offered a less competitive search phrase, as Leaflet Distribution Company in Finchley will be easier to hit the top page of Google than just a search for leaflet distribution company. A family law solicitor in Finchley might also find it easier to reach a top ranking using local search than for simply family law solicitors.