Generally speaking, there are two types of search engine optimization (SEO) companies out there. The first company – we’ll call this company “SEO 1” – is the one that randomly gets into contact with you, either by email, filling out a form on your site or a cold-call. The second kind of company – “SEO 2” – is the kind that you find out about yourself, either by doing your own research or from the recommendation of a trusted colleague. Let’s compare…
SEO 1 will frequently make promises that it has no intention of keeping – “No. 1 placement in Google”, “thousands of visitors” or a certain number of “guaranteed sales leads” each month. SEO 1 will often explain to its potential clients that they are not ranking as strongly as they used to and definitely not as strongly as the competition. SEO 1 will then claim to have the necessary know-how to correct those troublesome rankings. Essentially, SEO 1 is habitually prepared to tell you exactly what it is you want to hear. Even though there may be some (we use the word lightly) validity to SEO 1’s claims, such sure-fire, quick fix methods should always be approached with a certain degree of skepticism. Remember what your Mommy always told you… “If it sounds too good to be true, it most likely is.”
SEO 2, on the other hand, doesn’t rely on cold calling or randomly emailing potential customers. It doesn’t make false promises or guarantees, but instead offers insight into what rankings could be if the right amount of hard work is put into earning them. SEO 2 doesn’t need an alluring sales pitch to sell a potential client, it relies completely on positive word of mouth and referrals from past satisfied clients. Ultimately, SEO 2 doesn’t need to sell itself. SEO 2’s work sells itself.
While the sales tactics employed by SEO companies certainly vary greatly, past results should always be an indicator of future success. If an SEO company is able to refer you to satisfied clients, or even publicizes those referrals on its website as testimonials, you are on the right track. Remember, there is no better indicator of future success than past results. If past results cannot be provided, you might want to shop around a bit more for your next search engine optimization company.