Can an SEO firm really guarantee 1st page results?

As a business owner, you have probably either received a call or an email and maybe even a flyer in the mail from some SEO company who will guarantee that they can get your business listed on the first page of Google, Yahoo or Bing. So, with that said, lets break it all down and go step by step into what this really means and how this is a false claim.

First of all, search engines use an extremely complex system to determine search results when you and I search for things on the internet. This complex system is called an Algorithm. An algorithm is defined as a list of well-defined instructions for completing a task. What does that mean exactly? It means that the engineers at the major search companies consitently define and redefine these specific instructions in their system to obtain and return to you, the searcher, the most relevant and high quality results possible. These "instructions" are top secret and closely guarded by each search engine company.

So what does it mean? It means that no one outside of these search companies has access to the inner workings of what exactly these instructions are, how they work, and how to manipulate them in order to achieve top ranking for your business. So where does that leave us with an SEO firm? Well, a good SEO firm knows that they have no special secret or special proprietary way of achieving and guaranteeing top rankings. An ethical SEO firm will tell you this or else lay it out in their contract. An ethical SEO firm will, by using tested methods and of course by reading the search engine's company blogs and by way of real world experience, help you to get better rankings using ethical techniques and practices that actually are in line with what the search engines preach everyday: Quality content

Just the other day I found this on Google's Webmaster blog. It was part of a question and answer session in one of Google's workshops:

Question from a user to one of the Google Engineers: Should I believe SEO agencies that promise to make my site rank first in Google in a few months and with a precise number of links?

Google's response: No one can make that promise; therefore the short answer is no, you should not. However, we have some great tips on how to find a trustworthy SEO in our Help Center.

So there you have it: straight from the horse's mouth. Google cares about one thing and one thing only: Good quality content that is relevant.

Here are some of the outrageous lies I have heard from SEO companies in my years as an SEO professional. I am sure many of you have also heard these, so please be warned:

SEO Company to potential client: "We have a special relationship with Google."

No one, including SEO companies have a special relationship with Google. Remember, I just told you that search engines have closely guarded secrets when it comes to how their search engines work, so this is a complete lie. If this were true, wouldn't all SEO professional have this relationship? And for that matter wouldn't you, the business owner, also enjoy this "special relationship"?

SEO Company to potential client: "We can guarantee you first page ranking."

Nothing could be further from the truth. The truth is, any company that makes this claim, doesn't understand how search engines work, and they are probably hoping you don't either.

SEO Company to potential client: "We can get your site ranking on the first page in 7 days or your money back."

Just like that old saying goes: "if it's too good to be true it probably is". No one can guarantee this and if a company states this, they probably don't understand how search works and are only after your money. And what about that money back guarantee? Well by the time you figure out that you've been had, they will be long gone.

So let's review what proper SEO is:

Good quality content that is interesting to your audience and is written for them not the search engines. Write for humjan beings, not machines. Targeted specific keywords used sparingly but effectively in your content. Good quality link building with sites that are authoritative and relevant. Patience.

This list is not a complete list of what SEO is, but it is the basic foundation for success in getting higher rankings. So with that said, just be real, be authentic and you will be found.

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