Many SEO companies promise first-page rankings to attract clients but the reality is that no one can guarantee such results. Search engine algorithms, particularly Google's, are complex and constantly changing. Rankings are influenced by numerous factors, including competition, keyword difficulty, and user behaviour, making it impossible to ensure a specific ranking. When a digital marketing agency guarantees first-page rankings, it’s a sign that you should steer clear.
No one can guarantee a #1 ranking on Google
Google itself warns: "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 submission for Google. 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."
SEO is about 75% knowledge and expertise and 25% ‘educated-guessing’. Google is transparent about some aspects of what they’re looking for when ranking sites but frustratingly opaque in other facets. Whenever there’s an algorithm update, SEOs spend weeks puzzling over clues to determine the changes that were made and the impact on sites.
No one has complete insight into what propels a site to the top of the search results. What we know are the best practices that websites need to follow and some pro tips to give you a competitive edge, but there’s still some (educated) guessing involved.
Basically, you can’t guarantee something you have no control over. SEO agencies don’t make the rules; Google does.
What Dubious SEO Companies Have in Common
So, what’s the deal with SEO companies that promise first-page rankings? While they might get you on the first page of Google results, there’s often some fine print involved:
- Obscure Keywords: They might rank your site for long-tail keywords with very low search volumes, offering minimal value.
- Paid Advertising: Some use Google Ads to place your site on the first page, which isn’t the same as organic SEO and requires continuous payment.
- Black or Gray Hat Techniques: These can temporarily boost rankings but often lead to penalties from Google, harming your site in the long run.
- Artificial Traffic: Some use bots or manipulative tactics to inflate traffic numbers, which don’t lead to genuine engagement or conversions.
What Can Help You Rank Higher With Google
First, hire an SEO company that doesn’t make promises they can’t keep. A qualified SEO firm will promise deliverables like:
- Keyword Research: Finding the right keywords means striking the right balance between too broad and too narrow. An SEO agency will conduct in-depth research to identify the terms people use to find your business, as well as those used to find your competitors.
- Content Creation: Producing quality content regularly is key. It should be well-written and useful, not just churned out using AI. High-quality content engages your audience and provides value.
- Site Optimisation & Technical SEO: SEO isn’t just about keywords and links. Google values user experience - this includes site speed, mobile usability, and the overall structure of your website.
- Link Building: This involves outreach and establishing backlinks from reputable sources. Genuine link building is essential for SEO but can't be guaranteed in terms of numbers.
- Google Business Profile (GBP): For small businesses, actively managing your GBP can significantly improve local search rankings.
A Few More Things to Look for in an SEO Agency
- Transparency: Your SEO agency should be open and clear about the strategies they're implementing and the progress being made.
- Responsiveness: Expect timely responses to your queries and proactive communication about your campaign's status.
- Training: A good SEO consultant will provide training to help you understand the basics of SEO and how you can help maintain your rankings.
Realistic Expectations: Effective SEO is a Long-term Investment.
Immediate results are rare, and it often takes several months to see significant improvements. Be wary of companies that promise quick fixes or guaranteed rankings.
By understanding these points and setting attainable targets, you can make informed decisions and achieve sustainable growth through effective SEO strategies.