Which Guarantees Really Matter in SEO
When researching search engine optimization (SEO) companies, it is tempting to choose any company willing to offer guaranteed SEO services. It is human nature—people love a guarantee.
This holds especially true for purchases where the buyer is purchasing something outside of his or her area of comfort. When companies first consider pursuing SEO as a potential marketing channel, particularly when there is an ongoing cost involved, they get a sense of comfort from purchasing "guaranteed SEO." Unfortunately, with many SEO companies, this confidence in the guarantee is ill placed.
A lot of questionable SEO companies offer what I like to refer to as a "leprechaun repellent" guarantee. In other words, it's a guarantee that is easily attainable—if you purchase such services and are not subsequently harassed by a pesky leprechaun, the guarantee has been met. How can you complain?
The truth is that SEO companies do not control the major search engines, and any firm that claims to have a "special relationship" that gives it sway over the natural search engine results is simply counting on your ignorance. Fortunately, this does not mean that guaranteed SEO is impossible, especially when the guarantee has to do with aggregate results and the methods used to achieve them.
What follows is a partial list of some of the more popular types of guaranteed SEO out there—some of them roughly as useful as leprechaun repellent, and some of them actually meaningful.
Questionable Guarantees
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Scott Buresh is founder and CEO of Medium Blue, an award-winning search engine optimization company.
