Guaranteed SEO*

Dear Thrivepoint,

We have received several proposals from search engine optimization providers who gurantee our listing will be ranked in the top 10 or our money back. This type of offer is very appealing because we have tight marketing budgets that need to be squeezed for maximum results. But, can SEO results be guaranteed?

-W.B.

Thrivepoint: SEO rankings are not something that can be guaranteed very easily. Beside the fact that the SEO does not own or control the search engines, there are a number of important reasons why you should dig deeper into the SEOs guarantee before buying. Here is how to get started with evaluating the guarantee.

• Use the right metric: It is critical that you use the right metric to evaluate the efficacy of any proposal- especially those with guarantees. Most SEOs that offer guarantees usually guarantee rankings, but rankings are only a means to an end goal. Your goal needs to be actions from customers whether it be online orders or sales leads. Often times, SEOs will guarantee ranking on keywords that are not competitive because of low traffic volumes. In this case, the SEO fulfills their guarantee, but you still do not get any traffic.

• Understand the search engine’s perspective: The search engine’s job is to provide a balance of relevant search results to its users. The search engines have complex algorithms for evaluating search queries and they do not share the secrets in its algorithms. The net-net is that search engines take great care to ensure that the search results are optimal for the user and because the search engines do not derive revenue directly from SEO, there is no incentive for them to assist commercial properties in ranking better. In fact, they have a natural incentive to do just the opposite. They would like their users to be able to browse authoritative, relevant sites (like Wikipedia) so that users will continue using the search engine.

• Know the consequences of breaking rules: The relationship between search engines and SEOs can be analogous to that of the anti-virus market. Some SEOs are like typical software makers like Microsoft or Intuit that build useful tools and programs and others are hackers looking to exploit short-term loopholes for personal gain. Like an anti-virus company who constantly evaluates and determines which software is good and which is harmful, search engines are constantly evaluating and re-evaluating websites to ensure that they are beneficial to the search engine index. Each search engine has a Terms of Use or Webmaster Guidelines that lay out the rules of engagement and consequences for working outside the rules. Because inclusion in the search engine index is not commercial or guaranteed, the search engine, in its sole discretion, can be judge and jury in determining what boundaries have been exceeded.

• Understand the long term: Rankings come and go and the search engine’s index is constantly being updated and revised. When evaluating a guarantee, it is important to understand the terms of the guarantee. Specifically, how long will the SEO maintain the rankings? Will you need to continue to pay for maintenance? What happens when your relationship with the SEO ends? What Intellectual Property (IP) will you own at the conclusion of the engagement? What IP that you paid for will the SEO own after the engagement ends?

Here are ten more questions to ask an SEO if they guarantee results:

1. Will you provide references of existing and past customers? Will you provide a reference from a past employee?
2. How much traffic will I receive from the guaranteed keywords? Will you guarantee it?
3. How many keywords are guaranteed?
4. What keywords are guaranteed?
5. How were the guaranteed keywords determined?
6. When will the guarantee go into effect?
7. How long will the guarantee be in effect?
8. How frequently will SEO provide reporting and analysis?
9. Can you add or revise keywords later based on results (actions from traffic)?
10. Do any of your practices violate a search engine’s Terms of Use or Webmaster Guidelines? Will you guarantee it?

Here is Google’s official description of SEO which you should definitely read before buying any SEO services. To learn more about how to implement a long-term, high-value SEO program, contact Thrivepoint.