The question we probably get the most when talking to companies about Search Engine Optimization (SEO) is whether we will “guarantee” the results.  In this pay-for-performance world, that is a very valid question but unfortunately, a misguided one.  A lot of this is driven by unethical SEO firms that attempt to guarantee rankings to their potential clients.

SEORefugee.com had a good article about unethical firms making unreal promises.  There is a great quote from the article that I think captures the only guarantee that ethical SEO firms can really make:

“The only guarantees that ANY SEO should provide their clients is that they will work to the best of their ability to improve the clients’ rankings. If you’re being promised hard work, honesty, transparency, and professionalism that’s great. You may very well have found a quality SEO (and you’re probably not talking to an seop.com salesperson). If you’re guaranteed top rankings or placement, you should probably look elsewhere because in SEO, guaranteed rankings are a myth.”

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