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April 15th, 2010 by Nick
It must be admitted that search engine optimization does not always have the desired impact. Despite the best laid plans and regardless of considerable effort, a site might not improve its position in the search engine results pages as envisaged. Normally, persistence would be recommended, but where a client has a limited budget this may not always be possible. There should not be too much acrimony if the SEO company has communicated effectively and put in everything that could be expected, but there will inevitably be mutual disappointment.
Reputable SEO outfits offer no guarantees. If a site is in a highly competitive sector, both the site owner and the SEO services will realise that the nature of the task in front of them is a considerable one. If the firm is a small enterprise, a focus on the local may be one way of trying to compete against large corporations on virtual ground of their choosing. However, there is risk involved in any such approach and sometimes conceding defeat is the only thing to do.
Given the possibility of failure, why should a small firm decide to put resources into SEO rather than its conventional advertising budget? The answer is that there is a strong possibility of doing well through combining search engine optimisation with social media marketing. Traditional advertising can be effective, but with modern consumers of all ages spending increasing time on the net, the possibilities of reaching large audiences are too large to ignore. It is really a question of nothing ventured, nothing gained.
In some economic sectors, it is just possible to keep a humdrum firm going in the doldrums for a while by ignoring the development of the net and the world of search. However, firms with ambition and dynamism cannot really afford to look the other way. Avoiding SEO and SMM is like giving a large gift to the majority of a firm’s most aggressive competitors. Generous individuals can do this if they choose, but it is unlikely to assist them with their accumulation of capital. Doing nothing therefore includes significant risks.
If inaction is likely to lead to penalties, SEO, properly pursued, is likely to yield positive outcomes. The possibility of failure should not lead to paralysis. It is really important to consider the possible costs and benefits of entering into any business strategy before implementation. This applies to SEO. A reasonable discussion with a SEO consultant after site analysis has been carried out is an ideal step to take. It will then be possible to weigh up whether it is advisable to take the plunge. The possible rewards of being near the top of the search engine results pages, coupled with a raised profile, should be sufficient to tempt most dynamic firms.
The net is a remarkable development in that it permits small and medium-sized enterprises (SMEs) to have greater opportunities for expansion that many of them used to possess. However, to gain access to these possibilities it is necessary to start playing the game. Risk awareness should merely assist a firm to develop its level of concentration.
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I know this is lame, but I can actually guarantee 2 things to clients:
1) I will improve your online presence.
2) You will be better off than you are today.
I know – not crazy earth shattering, but it lets me sleep at night, and this is what I think any responsible SEO should guarantee.
The article title brings up a good point; however, I think the real reason the whole “guarantee” business is even around today, is because the people looking for SEO don’t know how to hire it and what it involves.
Maybe it’s because I live in Kansas, but most companies seem to be looking for ranking magic and not a real online marketing strategy.