These guys are a dime a dozen; they’re coming out of the woodwork now that the US economy is crashing. Actually they represent no “competition” or benefit to dentists for that matter; still, you are correct; sadly, the uninformed may fall victim to their claims.

—————————————————————

Hi Mike,

Yes I agree we’ve exhausted the topic here on your site; thank you for hosting the comments and giving your time and insight freely.

I’ve worked hard to separate my SEO service from the “other guys” and I constantly look for ways to provide our clients with more value.

In the end, a guarantee is only as good as the man behind it. The business owner looking for an SEO owes it to themselves to exhibit due diligence and research thoroughly the subject of SEO and the outfit they are considering. An informed consumer will always make better decisions.

Thanks again for your courtesy and input.

John Barremore, SEO
Houston, TX

I think the discussion is a little big for the comment thread of this post – we’ve already expanded it quite a bit. If you’d like to discuss it further I’d be happy to exchange a few emails, but in closing here I”ll say the following:

I have no arbitrary problem with the “guarantee” in any business engagement. I’m sure we can find case after case where the effective use of a guarantee has made for profitable businesses and happy clients.

The problem in the SEO space is that the “guarantees” thrown around usually amount to zero in value.

In other words, I can guarantee you 500 page one rankings, but if none of those rankings brings in traffic or business, where’s the value in that guarantee?

This tactic is what I was pointing to in #1 above. Not guarantees across the board, but the “X number of page one rankings” – which says nothing about actual traffic/value.

And that is precisely the kind of offer you’ve linked to – a guarantee for “thousands” of page one rankings. I’d wager very few of those thousands of page one rankings would actually bring in traffic.

In short, the word “guarantee” is empty. It has no intrinsic value. It just sets off the right warm and fuzzy feelings in people.

As for how to proceed – I wrote this post as an initial answer to that question. I think the best thing we can do is be vocal about why these offers are bogus. Websites like SEOBullshit.com are venturing boldly into that arena, and I encourage it.

Thanks for your reply.

My central purpose for debate is to define the exemplary SEO model and how to provide my clients with the best possible service and benefit. A solid SEO guarantee is the doorway to trust between company and client; it compels the SEO service to perform its best and protects the client’s interests.

To be sure, I agree with you — 99% of the SEO services out there today are scams, but for reasons that are completely avoidable and fixable. If the service is making claims, IMO, those claims should be backed by a guarantee for the client.

Look at it from the business owner’s perspective. They most often know little or nothing about SEO; they want and need pre-qualified traffic to their sites though and they’re seeking someone who can help them. They don’t know you; only what you tell them. What assurances can you give them that what you say is true?

If the SEO is secure in their ability to provide positions for the client’s most competitive keywords, why not warrant that ability to the client with a guarantee?

Personally, I use beginning keyword benchmarks together with ranking reports to keep the client in the loop; heck they know as much as I do, about where their website is positioned and when it reaches their goals in the SERPs. With a 100% track record of success and a guarantee to back it up, my clients appreciate the fact they won’t have to pay unless we deliver, as promised.

I think you said it all when you mentioned “to the uneducated” — and this is most important. The client must assume the responsibility of researching the subject of SEO, determining their most valuable keywords and finding an SEO who can provide reasonable assurances for a successful campaign.

In the same vein, check out this offer — this is what we’re up against; a ridiculous claim designed to fleece the uninformed dentist: http://www.newpatientinquiries.com/

In summary, I’m not suggesting that an SEO follow my lead, or provide their clients with protective safeguards, or even consider doing the right thing. I only know what is best for me and my clients. I do however enjoy speaking with other SEOs and webmasters and seeking win/win strategies for both clients and ourselves.

After all, if we help our clients, we help ourselves. How exactly we can improve the efficiency of that endeavor is my goal, and I would truly like to hear your input on how to proceed.

John Barremore, SEO

In other words, this isn’t guaranteeing performance at all. But to the uneducated it may look like performance.

I would disagree that a “performance-based guarantee” and a guarantee for “X number of page one rankings” (as I describe in #1 above) are one in the same. What I’m talking about are those worthless #1 rankings that may look great until you consider demand and traffic for those keywords.

I went into detail on how some “SEO companies” work this “guarantee” here.

Guaranteeing client satisfaction or sharing risk via a performance-based compensation structure are different situations entirely.

Are you suggesting a guarantee is a standard of excellence and that without one things are not “fair for all parties?”