There are many organisations in the UK that offer search engine optimisation services. Howevever, the differences between these companies lie in the level of service offered. Some search engine optimisation companies offer SEO at a basic level, which incoperates basic methodologies such as meta tag implementation, site structure analysis and basic on page optimisation. Some organisations offer a more complete service which includes factors such as keyword density checks, Link Building strategies, and on going analysis and evaluation. However the main difference that differentiates between organisations is the Guarantee.
In this article we will discuss briefly why some organisations offer guarantees and why some don't. What shall also be discussed is why search engine optimisation is quantatively different to other forms of marketing. In addition to the latter, we shall discuss the stance of the search engines on guaranteed SEO. Finaly possible solutions shall be laid out to ensure that you get the best possible deal for your online marketing requirements.
Unlike conventional forms of advertising such as magazine or television advertisements where you are guaranteed a set placement, organic search engine optimisation is somewhat different. With conventional advertisements, where you might get a half page advertisement or get given a time slot, you pay for that placement and its position is guaranteed. For example, if one takes out a magazine advertisement, there is usually a good understanding of the circulation, readership, and where the advertisement is going to be placed. In other words placements are guaranteed. However, there are no guarantees with search engine optimisation for numerous reasons.
Firstly, when SEO is carried out, the methodology implemented to promote your website, is theoretically based. There is no set ranking criteria. Each and every SEO company has a set theory which the optimisation is based on. As such, when the process is carried out there is no real guarantee that it is going to be in any given position. Some SEO's have more success than others and this is usually because their theoretical framework resembles more closely to the search engine algorithm requirements.
Secondly, the reason why search engine optimisation cannot be guaranteed is for the simple reason the optimisers do not own the search engines. Unlike Pay Per Click where one can pay for a set listing ( to a certain extent ), organic optimisation is ranked using an automated system which is based on complex mathamatical calculations as well as other variables which are virtually impossible to understand fully. As such to guarantee any listings on search engines is not only unethical but unrealistic.
As stated above it is virtually impossible to guarantee listings through search engine optimisation. What search engine marketing professionals cannot do is guarantee you positions. What they can do is recommend changes to a given website so that it increases the possibility of ranking higher. However there is a clear distinction between a recommendation and a guarantee. As I clearly say " if you can't control the medium, you can't guarantee the result". Due the fact that a search engine marketing company does not own the search engine, any guarantee given is invalid.
In relation to what is outlined above how can a customer feel confident that they are going to recieve a service that they want without a guarantee.
Whilst an SEO company cannot guarantee a set place, what they can do is show you the past performance of their past clients. This will allow you to make an educated and informed decision about the capabilities of the optimisation company in regards to attaining positions for their clients. In addition what can also be done is one can request testimonials. This will give the potential customer a good understanding of how the previous customers have felt about the service and their experience of the organisation.
In summation it can be stated quite clearly that guaranteed search engine optimisation is a farce and the phrase is used by those people who want nothing more than the money from potential customers. How can anyone guarantee something that can't be guaranteed ? If a contradictory statement is made in relation to the latter, then you should check quickly, to ensure that the marketing company does not have hands in your wallet. The chances are that they will.
