There is a good reason why companies with generic names such as “Greatest marketing experts” or “Best financial company” never achieve anything.
These organizations focus on short term profits instead of building a brand.
Same principles work for SEO companies that guarantee rankings.
Instead of placing emphasis on the quality of service, they try to sway clients with deals that are too good to be true.
And guess what? They are!
However, this is not the only issue at hand.
There are several valid reasons why a reputable SEO company would never make a mistake of promising rankings and neither should you.
Reputable company will never advertise in such a way
There are several things that are common for all the big SEO companies:
- Their reputation usually precedes them
- Word of mouth is one of the most important promotional tools
- Clients are lining up and some companies have long waiting lists
If you just started a company, you will most likely focus on online sales. This is a new method of doing business where your organization is able to circumvent all the traditional brick-and-mortar costs.
But, there is a catch.
You will most likely need SEO to boost your sales.
Based on that, it is easy to determine that the faith of numerous global companies lies in the hands of several mid-tier and top-tier SEO organizations.
But, what happens with all the small players?
They belong to a “burn-your-finger-tier”.
Most of these global start-ups, having limited funds and limited SEO knowledge, opt for companies that offer guaranteed SEO.
After working with them for a month or two (or God forbid more!), they realize their website is not heading in the right direction promptly stopping the relationship.
If you are a small or medium-tier SEO company, you have to realize that guaranteeing SEO rankings may boost your short term return but will definitely hamper your ability to develop and build a brand.
In other words, it will force you to stay in an eternal “find a customer/lose a customer” cycle.
Not guaranteeing impossible things tells a lot about your professionalism and expertise.
Guaranteed SEO should be considered a black hat practice
Here is a quote from Google addressing rankings guarantees:
“No one can guarantee a #1 ranking on Google
Beware of SEOs that claim to guarantee rankings, allege a “special relationship” with Google, or advertise a “priority submit” to Google.
There is no priority submit for Google.
In fact, the only way to submit a site to Google directly is through our Add URL page or by submitting a Sitemap and you can do this yourself at no cost whatsoever.”
We can make two conclusions based on this:
- The company guarantying rankings is lying
- They are relying on blackhat practices to rank your website
Given how advanced Google is nowadays and how quickly it recognizes blackhat methods, we will have to go with the option number one.
Thus, they are probably lying to you and trying to make profit based on your lack of information.
Even if an SEO company can perform a good SEO, what are the chances that you will end on position one for your main keywords in the next several months?
Things become even worse if you’re claiming to be a white hat SEO company.
As an obvious blackhat practice, you should steer clear from it.
Increased Google rankings don’t always result in better profits
If you have limited internet knowledge, you probably have heard that by having higher rankings in Google you will get more traffic and thus, more profit.
Although the part about traffic is usually true, this increased traffic doesn’t necessarily result in increased profits.
Furthermore, even if you earn more money, you still might be losing as the profit is lower than the price paid for SEO services rendered.
Trust me, I’ve had such cases.
In other words, an entrepreneur should always be concerned about his bottom line and conversion rate.
Improved Google rankings are always great but they won’t help small or medium company stay in business.
Although increased exposure is great long-term wise, some companies will have their backs broken by SEO expenses.
If you already want to promise something, promise one (or more) of these:
- Higher Google rankings for your websites
- Increased organic traffic
- Better conversion rate
What does first position in Google actually mean?
If you think about it, advertising in such a way doesn’t make sense.
When you say that you will provide top rankings in SERPs does is refer to:
- All the keywords?
- All the web pages?
- Just a few keywords?
- Just a few pages?
Or anything about:
- When will you get there?
- How long will it last?
- Does it bring any risk?
- What is the long-term impact?
It’s like saying “We will get you there for some keyword someday”.
The main issue with rankings is the fact they are constantly fluctuating.
Keywords go up and down all the time and the fact that you reached first position in Google doesn’t mean you will stay there long enough to make profit.
Anyway, even if an SEO company has clearly stated its goals and what they’re willing to do for a client, quantifying “position one” is hard to do.
It’s like buying a cat in a bag.
As I mentioned before, you never know the end result and for serious businessmen, this is a big no-no.
This is why the top SEO experts always say that SEO is a marathon, not a sprint and that it should be continuously performed. Preferably all the time.
In the end, if a client needs a quick solution, it is always better to turn to a PPC expert.
The efficiency of this method will continue dropping
Search engine optimization experts have to evolve constantly.
Like most marketing sectors, it is dependent on trends but also on Google’s whim.
Obviously, this type of a promotion can easily be considered as malpractice.
It is ethically wrong and most companies are unable to produce advertised results. Because of this, we can expect that these SEO companies will be hit in future by the biggest among all search engines.
If this inherent barrier wasn’t enough, I already mentioned that the delivery will become harder. This is due to the fact that blackhat SEO is becoming less and less efficient (in case the SEO company actually wanted to deliver promised results).
But, there is more!
Guaranteeing links is something that is thing of the past.
It was especially common 5 to 10 years ago when black hat and gray hat methods ran rampant making it a plausible approach.
Today, there are still a lot of companies that are into it but presumably, making less and less profit.
Website owners are much more knowledgeable and this topic has been covered so much that the good information is easy to get.
Naturally, this makes potential clients more reluctant.
If you are still thinking about it (or even worse, doing it!) make sure to change your approach before it’s too late.
It’s really funny that these companies are still not rooted out.
Then again, private blog networks (PBNs) and comment links are still active as well. Crazy, right?!
It’s even funnier that there are people considering starting an SEO company with this approach in 2017.
Due to the vastness of Internet, there will always be some dark, sinister corners that you shouldn’t visit.
Corners where everything is possible (or impossible). One such corner is occupied with guarantees and quick solutions where nobody works but everybody wins.
Have you ever had experience with an agency that promises rankings? Have you ever guaranteed SEO rankings yourself? If you need help with your SEO, just add me on social media, email me or give me a Skype call and I’ll be happy to give you a quick free consultation.