To give or not to give!
Since our post on what can’t or shouldn’t be guaranteed in the realm of search engine optimization, we wanted to write a post on what can or should be guaranteed. The astounding response we received is a clear indication that until now this issue has mostly been ‘swept under the rug’.
In the absence of industry standards, guidelines and/or a central authority, it is very difficult for prospective clients to substantiate ‘tall claims’ made by unscrupulous SEO firms. Also, many SEO firms refrain from giving guarantees when they can (should) because they are experts (or so they claim) at what they do. Both these situations, when coupled together, give rise to a scenario which is easily exploited by scammers offering fake guarantees to dupe clients.
This post is our attempt to ‘turn the tables’ and give prospective clients some indication on guarantees they can (should) expect while shopping for SEO.
Significant increase in targeted traffic
Search engine rankings may not be the best way to measure the success of an SEO campaign but increase in target traffic is. Increase in targeted traffic is proven to have a positive affect on revenue generation.
By targeting the right keywords and key phrases, experienced SEO professionals can send the ‘right’ kind of audience to the website. Since keyword search volume can be approximated, an honest prediction about the increase in targeted traffic should not be hard to come by.
Adherence to ethical practices
Ethical SEO practices are based on explicit search engine guidelines and implicit signals learnt over the period of time. By implementing tried and tested (ethical) methods, SEO professionals can deliver on predetermined campaign goals.
Unethical techniques can get a website to the top but sooner or later search engines will catch up, and the client’s website will bear the brunt. Since client is the only party that stands to lose in this case, it is well within their right to ask for assurance that ethical practices will be adhered too. We on our part should be forthcoming with such assurance.
Performance improvement guarantee
“If your site does not achieve marked improvement, we will continue to optimize the website until the campaign objectives are met.”
The client hires SEO professionals to get useful service that translate into measurable results. A well executed SEO campaign will certainly improve a website’s performance. The increase can be in the form of page views, unique visitors, conversions, decrease in bounce rate, growth in ROI, etc.
We see no reason why the client should bear all the risks involved, when we as experts can insure performance improvement and produce the ‘right kind of results’.
Conformance to time schedule
SEO is a gradual and iterative process but cannot go on endlessly without producing tangible results within a stipulated period of time. The ulterior motive of the entire campaign stands defeated, should this happen.
The client should not be made to pay for services, which is not producing ‘results’ for a continued period of time. SEO professionals should (because they can) present to their client, a detailed SEO plan with corresponding timelines and expected results.
Satisfaction Guarantee
The client hires SEO professionals to help them accomplish their business objectives; and if these objectives stand fulfilled, satisfaction is all but natural. If clients get what they want, we see no reason why they won’t be satisfied.
If we do what we claim to be best at, having a satisfied client base is easy. Satisfaction will be a ramification of our ‘intelligent’ efforts.
For the ‘greater good’
The larger point we are trying to make is that SEO firms should offer guarantees (the right kind off course). In absence of it, prospective clients will be open to abuse and our industry will (the ball is already rolling) get the dubious distinction of being bad.
On the other hand, prospective clients should seek guarantees (you now know what can and what cannot be guaranteed) to safeguard their interest.
It is definitely not the beginning or the end of ‘guarantee’ debate, but someone had to “draw a line in the sand.”
We would love hear about the types of guarantees you offer or that has been offered to you. Be generous!
The only point I slightly disagree with is timescales. You should give an “estimated” indication but cannot guarantee the timescale, much of this depends on search engine updates and changes which are not always predictable and sometimes delayed.
A timescale estimation should be given, keeping in mind an SEO plan is no overnight job.
Overall a good post which I hope would go some way to casting a bit of light on what SEO consultants and Companies do.
@Tim Thank you for your comment. Good point. All results associated with SEO campaigns can only be approximated/estimated, off course with a certain degree of accuracy based on past experience and reliable data sources.
Conformance to time schedule is not exception and will always be a ‘give or take’ affair.
Hi, it sounds as if you should come on over and join us at http://seo-self-regulation-community.ning.com/ as you can see: we’re for self regulation of the SEO community.
I think it depends upon what types of keyword you are working on and what are clients requirement but difficult to tell the ranking when it will come in 1st page of Search Engine.
Some times it is like we deliver more than what we promise and some time lil difficult to reach what client requires and the worst thing is How good we give they would not satisfy always more more.
I think it all depends on what the client measures for success. Yes rankings alone do not qualify but if your rankings are for very competitive keywords than the targeted visitors should follow, should is the magical word.
I agree that SEO is really not a fixed time job. It requires constant effort on regular basis to achieve the set goals like increased traffic, improved PR , link building etc However, if someone cannot do SEO themselves or can’t afford to hire an SEO specialist on regular basis then it is much better to get SEO services for a fixed time rather than not to applying SEO at all:)
I agree with Nick
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