What is it that you want from SEO? Well the most obvious, to be listed on the search engines. But not just listed, to be listed on the first page. But then the ultimate is to be listed in the top, number one position on the search engine results page, or SERP. Then generate conversions and sales.

SEO is often times expensive, because it is a hard and arduous job. It takes loads of time. Companies want to see Return On Investment (ROI). SEO firms and professionals want the business. So what happens is, SEO professionals promise what the client wants. They say what the client wants to hear.

“Your top ten search engine ranking can be guaranteed.” Some SEO firms will advertise a “guarantee” to have you listed in the top ten rankings. No one other than the search engines themselves can guarantee any ranking. Don’t believe a word they are telling you. This type of statement is misleading and a total lie. Trust their results for other clients and make your decision from actual client successes, not empty promises and guarantees.

Google states in it’s Webmaster Help Centre: “No one can guarantee a #1 ranking on Google.” Google has over 200 rules and algorithms to determine page rank and search engine results. It is a closely guarded secret. As a result, only Google knows how a web page is ranked and placed. Therefore they are the only one who can guarantee.

The other problem is that there are a 1000 other SEO professionals guaranteeing their 100 clients the same thing. Every website is opting for no. 1 position on the search engines. So realise this that you are not the only one. As soon as you reach number 1, if you do, there will be some one else just itching to knock you off. Therefore your guarantee is mute.

What can be guaranteed though is that when a top 10 or #1 ranking is achieved the payment or rather bonus payment is due. Then it’s so called “performance based payment“. PBP based on rankings is not recommended though, as rankings themselves do not guarantee sales or overall profits.