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When marketing your business and assigning an advertising budget, you want to know that your money will be well spent and comes with SEO ranking guarantees. Just as with equipment purchased for your daily operation, you need the confidence that the promotional methods you choose will translate to paying customers. With digital marketing, is it always possible to get a guarantee that your outlay will have a specific outcome?
Advertising agencies that want to get a hold on your money will often present guarantees as to the results they will deliver. But just as with some of the commercials you see on television, these guarantees may come with an asterisk and with fine print that you cannot clearly read. In your quest for obtaining results for your business, you may overlook some vital aspects of how digital marketing actually works. This will lead to assigning your promotional efforts to an agency that will not provide the results that they promise.
One of the methods for achieving your goals is Search Engine Optimization. SEO is the collection of actions that improve your website’s standing in the results of search engines such as Google, Yahoo and Bing. For any business that hopes to increase their clientele and sales, getting to the top results of Google for keywords that are relevant to their business is very important. It can mean the difference between increasing market share and watching business dwindle away.
How SEO Works
SEO involves a lot or moving parts that need to be in balance in order for your website to achieve the results you want. Google has many ranking algorithms that are constantly evolving. These algorithm aims to rank websites in a way that brings the most suitable content to internet users. It’s a way for Google to guarantee that users of the search engine keep using it to find the information they need.
When search engines first came on the scene, it was easy to game the algorithms by implementing various tactics. Things like keyword stuffing, artificially-gathered backlinks and dubious traffic sources were used to trick search engines into thinking that a website was of high quality. This meant that the highest spots in the search engine results went to the webmasters that could muster the most trickery.
This has drastically changed as search engine algorithms have become more sophisticated. With artificial intelligence gaining ground in the information technology space, it is now easy for Google to eliminate websites of questionable character from its results. Agencies that employ tactics that don’t focus on bringing quality content to their clients’ target audiences are not able to offer the promised rankings.
Effective SEO involves the creation of a streamlined website that is fast-loading and structured in a way that users can navigate easily on desktop and mobile devices. More importantly, SEO is a strategy that focuses on publishing regular, quality content.
Creating a website with a handful of static pages that describes your business and without further content updates is a recipe for failure.
Why We Don’t Offer SEO Ranking Guarantees
There are a number of reasons why an SEO agency that takes its clients seriously does not offer search engine ranking guarantees. The main reason for this simply has to do with the fact that upholding such a guarantee is just not possible and claiming otherwise is disingenuous.
- No one can guarantee a #1 ranking on Google and it’s actually against Google’s guidelines – Read the Helpful Guidelines section on this page.
- Rankings are inherently unstable.
- Rankings are a poor metric for overall performance (conversions are far better).
- Making guarantees about something we can’t control carries inherent ethical problems.
Why a Ranking Guarantee is Not Possible in SEO
The advancements that Google has brought to the search space over the past few years are remarkable. Not only can their algorithm detect when a website is uploading relevant content for users but it can also determine several aspects regarding the users themselves. This allows Google to bring together users with specific needs and websites with the most helpful content, making an SEO guarantee impossible.
Geographically Tailored Results
It used to be that if you achieved a top ranking for a keyword, this would hold across the board for Google. Whether a user was searching for the keyword in Asia, North America or Europe, the rankings were the same. However, Google realized that tailoring results to users based on their geography is the best way to meet the specifications of users from across the globe. Therefore, a ranking guarantee is more difficult to achieve for multiple locations as the search results depend on several variables.
The Search Engine Rankings Are Dynamic
Not only are search engine rankings dependent on geography but achieving the top result also depends on user-specific variables. Your search results are a product of your own search activity. This means that Google’s algorithm will serve users results that relate to their search history.
This can be seen in your own search experience. For example, when you are logged into your Google account, if your search history includes visiting a specific website for information on orthodontics, you will find that this website will turn up higher in the results in subsequent keyword searches you perform. This means that there is a dynamic component of the algorithm that learns your search habits and tries to appease your search behavior.
Rankings May Not Mean Results
Consider the example of an orthodontics practice looking to increase its clientele. Ranking for a keyword that includes a specific procedure and the practice’s location would be most beneficial for the business. For instance, a top result for ‘best orthodontic braces in New York City‘ would be greatly beneficial for an orthodontist that operated in that part of the world.
On the other hand, ranking for the keyword ‘are braces painful‘ will probably not bring as much business to that same New York orthodontist. Yes, it may be a top search engine ranking, but the second keyword has more of a general inquisitive tone rather than buyer intent. Keywords with buyer intent are more competitive and achieving high rankings for such words and phrases is more difficult.
Should You Trust SEO Agencies That Offer Ranking Guarantees?
Business ethics dictate that an agency should be as transparent as possible as to what it offers clients. It is abundantly clear from what has been described above that search engine rankings are not entirely dependent on the actions of the agency. The outcome has to do with Google and any changes they make to their search algorithm and well as the users search history.
Therefore, any SEO agency that offers you a ranking guarantee in doing so irresponsibly. On top of that, search engines prohibit any such guarantees from being made. Google’s guidelines warn against believing such ranking guarantees.
Finding a Result-Driven SEO Agency
Knowledgeable and reliable SEO experts should be able to provide results for your rankings that translate to an increase in your bottom line. For a complimentary consultation on how you can achieve the best results for your business, contact Blend Local Search Marketing today. While we will not make any SEO ranking guarantees, we will discuss an actionable plan to get more visitors to your website and more clients through your door.
Why We Don’t Offer SEO Ranking Guarantees