Why SEO cannot be guaranteed

Be wary of SEO companies who promise ranking positions.

I’m often asked whether our search engine services are provided with a guarantee; typically of the form that promises to achieve certain keyword ranking positions in a given time or money back. Indeed this question seems to be asked more frequently recently, probably encouraged by a couple of dental marketing companies who appear to be offering this guarantee. More about that later in this article.

First though, lets take a quick look at why it’s illogical to ever guarantee ranking positions and why you need to be wary of anyone who promises such.

Factors which cannot be controlled

Firstly, it’s very clear that page one of Google is a very competitive place, particularly as you progress upwards into the top 5 or so places. This competition increases markedly depending on the location, with larger towns and cities obviously harder than smaller outlying areas. Invariably, many of the websites on page one have some form of SEO underway and the sites at the top are often entrenched, having been working on it for a number of years. Overhauling these guys is possible but can take a long time, particularly now that Google is penalising aggressive digital marketing tactics.

Given this, would you entrust your website to someone who guarantees to place you in a top three position in a limited time? Chances are they are considering using aggressive tactics to force the issue, along with all of the risks that come with it. If you are willing to take the risk of a huge Google website penalty, then maybe this is a route you want to pursue. But I wouldn’t recommend it.

Secondly, and even where cautious and sustainable tactics have been used to progress a site onto page one, what usually happens is that the incumbent websites ramp up their own activity in response. Where this does happen, it’s reasonable for the scope of the SEO campaign to be reviewed.

Thirdly, and perhaps most importantly, is with Google itself. Whilst we try to understand how Google ranks websites and use this experience to our clients’ benefit; we do not know exactly how Google works. Indeed understanding the ranking process becomes harder year on year as new parameters are frequently introduced. It’s important to understand that ranking techniques which used to be acceptable and within Google’s guidelines are now deemed unacceptable and can leave a website open to penalties. This is why a cautious approach to improving website ranking is the recommended route; particularly now that Google is punitive when it comes to any form of manipulative tactic.

If it sounds too good to be true, then it is

You also need to look very carefully at the what SEO guarantees actually promise. One of the dentist SEO companies who currently offers such, does so for “cosmetic” phrases; not the real traffic driver which is the more generic “dentist” term. Of course it all sounds very impressive but they know that including the “dentist” term in there would make their job extremely difficult indeed and likely result in lots of client refunds when the promises weren’t achieved.

Chasing “cosmetic” terms is still sensible but also quite a lot easier. However, if it doesn’t generate the traffic you need, then you’ll likely be disappointed. Remember that most potential patients who are seeking cosmetic treatments still start out with the more generic “dentist” term when searching. So be careful to understand what you are actually signing up for.

Do your homework

When you are looking for digital marketing services, do as you would with any other service and check for results. One of the companies offering guaranteed SEO results for dentists has a portfolio of clients where the stated success doesn’t actually match the positions of their client’s websites in Google. Rather an odd promotional tactic when it’s so easy to check.

Summary

No bona fide SEO company should guarantee results as there are too many factors outside of their direct control. The temptation to use risky tactics to drive a client’s website forward to meet such guarantees is also unsustainable and should be avoided. Even if they meet their promise, you could be penalised by Google a few weeks later.

Be sure to check what you are being promised – is it veiled in trickery or can the supplier demonstrate results to back up their claims?

Don’t just rely on a few examples. Ask to see lots of page one positions to help validate any claims. Finally, if you do go for such a guaranteed service, be sure to get you own guarantee that if your website gets penalised, then you will be appropriately reimbursed. Watch out for contractual small print where companies disclaim any responsibility if a client’s website is penalised.

If you would like to discuss ethical, sustainable SEO (without guarantees!) in more detail, with demonstrable results, please call Dental Media on 01332 672548.