Choosing an SEO agency to work with can be difficult. There are so many options, and they all offer different reasons you should choose them.
But, is there anything such as guaranteed SEO, and is that something your company should even go for it?
So what is Guaranteed SEO?
To put it in the simplest of terms, guaranteed SEO is usually associated with ranking some agreed number of keywords or some specific position on the Google SERP within a specific time frame by an SEO agency else you will get your money back, free SEO work for a certain amount of time till they achieve it, or another offer if they don’t achieve it.
Why you should not Pursue Guaranteed SEO Ranking Results
This all sounds good and attainable on the paper to get rank on Google within a certain amount of time. Still, when we stop to think about the whole issue for a second we can see that, for a number of reasons, this marketing approach seems too good to be true, unsustainable long-term and serves only to lure in inexperienced clients and why you should look elsewhere for SEO services.
In the following section, we are going to take a quick look at 3 of these main reasons:
- Google Warns against SEO Ranking Guarantees
- Guaranteed Ranking & SEO may involve Black-hat tactics
- Guaranteed Ranking may provide Little Benefits
1. Google Warns against SEO Ranking Guarantees
One of the best reasons to avoid such guarantees is that search engines such as Google specifically warn companies not to work with SEOs that offer them.
According to Google’s documentation in Google Search Central, Google says:
"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.
2. Guaranteed Ranking & SEO may involve Black-hat tactics
The above email image is probably a familiar scene for any business where they received tons of offers to get you on the 1st Page of Google and a low cost or even guaranteed result.
This practice and email spam by those SEO companies have given search engine optimization a bad reputation as they are often associated with using shady black hat SEO techniques.
Examples of black-hat tactics include engaging in shady link building and hiding keywords within your content using invisible text.
In the past, these tactics often worked, at least in the short term. You could achieve high rankings quickly by “fooling” Google’s algorithms.
Nowadays, gone are the days where such “trickery” will work as Google algorithms are much smarter now.
Even if a black-hat SEO company does succeed in quickly winning you rankings, you’ll likely lose them just as fast as a search engine such as Google is constantly evolving and updating its algorithms to improve the search results.
If you try to use these tactics, you’ll likely get caught, resulting in penalties from Google which can then affect your rankings, or worse still, they can make sure that your website does not show up in search results at all.
3. Guaranteed Rankings may provide Little Benefit
Most of the companies that offer that in their SEO services often include terms in their agreement that enable them to deliver on such a guarantee, even though their services do not really help to achieve your business goals.
Why is that so?
Because ranking alone is just one aspect of SEO and is not enough to see if that brings about tangible benefit to your business.
For example, What keywords are you ranking on page 1 for? Are those being searched upon? Does it bring about qualified traffic to your business? If your business is about dental services, even if you are on page 1 for ‘website services’, it does not contribute to your business at all.
Many SEO companies that offer an SEO guarantee insist on choosing the keywords themselves. This stipulation allows them to select keywords that are easy to rank for but does not bring about much or zero qualified traffic to your site.
Shady SEO agencies may also use techniques that allow them to avoid losing money even if they fail to deliver on their guarantee.
For example, they may say they’ll work for free if they don’t fulfill their guarantee. That way, if they don’t achieve the expected results, they can still keep your initial investment. Since they’re then working for free and are unlikely to keep you as a client, they may put minimal effort or no effort at all into your SEO – digital marketing campaign at all.
Search engine optimization is always one of the essential parts of a company’s digital marketing and is something unavoidable. The best way to conclude this short breakdown of the so-called guaranteed SEO is that it is best to avoid companies that just offer guaranteed SEO ranking.
The intention, loopholes, and other risk factors mentioned above are just too huge.
That’s not to say that SEO companies can’t influence rankings as there are definitely SEO services out there that do a better job at determining what’s needed to rank and making the necessary changes.
However, not even the best SEOs can manipulate SERPs at will, especially within the short timeframe many SEO guarantees promise.