The Facts and Figures of Search Engine Optimisation
As with any other industry, there are always providers who act irresponsibly, usually to the detriment of their client. Some have proceeded to muddy the reputation of SEO providers by embarking on high pressure marketing campaigns and aggressive selling techniques. Others have displayed contempt for any guidelines that have been outlined by Search Engine Providers and in doing so jeopardised their customer's reputation. Denoted below are some things to consider:-
Special Relationships
Numerous companies have been known to promote their business by claiming to have 'special relationships' with search engine providers (Google, Yahoo, Ask, Bing etc.). We can assure you this is not the case, as will the providers, the only way to increase your ranking is by adopting a strategy that works.
Guaranteed number one ranking
Again it is impossible to guarantee a specific ranking position on a results page. Anyone who makes such claims should be treated with a great deal of contempt, even the largest corporations with the biggest budgets are not guaranteed top rankings.
Excessive Irrelevant Links
Link building can be of benefit to websites provided it is done strategically in line with a comprehensive SEO plan. Some companies will create hundreds of links of no relevance or benefit and charge you for the pleasure.
Openness
Be sceptical of anyone who is unwilling or potentially avoiding answering any of your queries in respect of the service being provided. It is possible that they are unsure of what they are talking about or that their intentions are potentially damaging.
Pricing and Service Level
Be sure that you and your provider are clear on the price structure that has been agreed and the results that can be expected. If you have paid for and been promised a page one ranking in a specified period of time, which has not been achieved, ask why? Be wary of companies who utilise pay per click advertising and claim top ranking results, if your link appears in the 'sponsored link' section and not in the organic results area, your SEO has not achieved a genuine page one ranking.