There are no guarantees in SEO

I cannot tell you how many clients I have heard ask this question; "Can you guarantee

me top ranking in Google?" To which I always offer this reply; "No."

You have to understand that SEO is not a static animal, its dynamic; further worsening the issue is the mighty Google Algorithm. Google's engineers are PHD educated subject matter experts. I cannot even begin to want to try and understand the complex fruits of their labor. I always advise my clients that being first on Google does not necessarily mean that clients are going to be knocking at your door for the right reasons. For example: company A is a widget factory. They believe their product to be the best on the market; meanwhile company B offers a completely different type of widget, but equal in quality. Both companies in the scenario offer widgets, despite the fact that the product is very different. Different SEO firms, who begin to wage a Pay Per Click advertising war, bidding on the same keywords, represent each company. The end result is both companies being in the top five for the same thing. You may ask what is wrong with that? The answer is simple, each company has drifted over into each other's market space, and are now confusing customers who want widget A over widget B. The customers begin to get frustrated, and choose to buy their products from someone else entirely.

In the situation I just laid out to you, a more effective solution to both parties problem would have been to build links between each others sites, and engage in a more white hat orientated organic campaign, as opposed to putting all of their eggs in the PPC basket. Both companies would have benefited greatly from this style of SEO, and the effects would have been a lot longer lasting. Paid campaigns are great for an initial boost, but proper keyword, social media, and press release research would have to be done in order to attain longevity in the SEO battlefield.

Put simply SEO is a marathon. And any good marathon runner knows that steady pacing; focus, and intestinal fortitude are the Rx for success. Be wary of the strong starter who quickly finds their way to the back of the pack. Many SEO companies will promise you results, some might even deliver on that promise. I know of companies who "guarantee" results forcing their clients to purchase paid advertisements and keywords for large money presto, first page. I have also seen companies show clients high-ranking results by using keywords and content unrelated to their product to boost rankings. There are many ill-advised methods that will get you to the top, but just as any shady dealing it will quickly wind you and your company in SEO purgatory.

As I mentioned before SEO is a process, not an event. If you truly want your firm to have success on the web you have to understand that six months is generally the turn around on any results. During this period your SEO firm will be testing different methods, content configurations, link building campaigns, and various other techniques. Paid advertising is just a compliment to these methods. Ask yourself when the last time was that you actually clicked on one of those sponsored links, probably never.

You must choose an SEO firm that best represents your business. You must be an active participant in your SEO campaign. That means contributing original content to forums, blogs, and article submission sites. This is a REQUIREMENT of any good SEO campaign. IF you do not do these things, your process can be severely slowed by your lack of involvement. You must also be wary of utilizing non-native outsourcing companies to write your content. Non-native speakers will always have a different writing style, and often read much different than a native speaker. Furthermore who better understands your company and its philosophies than you?

There are no guarantees in SEO

By: Gaveltek

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