Google wrote of their SEO Report Card yesterday. I thought it may be beneficial for most practitioners to read. Not for better understanding, but for the realizationof what understanding can be reached about Google’s mysterious ways.
Allow me to illustrate in legal terms. Client come to you with a legal problem of which you have great experience and success. Two concerns that usually surface are results and price. Notice I did not say expected results and estimate price. Even if you are using “flat rate” billing, you do offer expected results and estimated price. For example, if you quote $1500 for a will package based on the information offered, but the following week they bring in 3 boxes of relevant materials for review previouslynot mentioned your price should go up and the expected result should be revised.
For some attorneys hiring an SEO provide is much like the example. Worst yet, if you do not have a history and ensuing trust of the provider; it can sound like you’re being sold a bill of goods. I propose if you don’t feel that way, the provider is over promising. Google decides who goes on page 1; no one else. Google changes every day as does your competition. Competition is the greatest challenge to your ranking where you desire. How can any one speak so definitely about rankings without having all the knowledge of what every other competitor is planing and/or executing? They can’t.
It defies our gut instincts, but in regards to SEO the one who is not being as specific is the one being truthful. My clients will attest to my concern of expectation before beginning a program. Once you accept the preceding bold statement ask your self this. Did they ask what your expectations were as to ROI and how you would track it? If not, that’s clue number 2 they aren’t thinking first of you.
