SEO Firm Told To Refund Clients, Guaranteed Ranking Options

[keli]

Interesting Article

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SEATTLE — The state attorney general said yesterday Redmond-based Internet Advancement must pay penalties for failing to get its customers top placement on major search engines...

http://seattletimes.nwsource.com/html/busi...izbriefs12.html
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1 down... a few thousand more to go!

[Jill]

It's unfortunate that the first paragraph of that article is misleading:

The state attorney general said yesterday Redmond-based Internet Advancement must pay penalties for failing to get its customers top placement on major search engines.

Which makes it sound like all SEOs better watch their backs if they don't get high rankings.

When in truth, they didn't have to pay penalties for not getting high rankings, they had to pay for not meeting their guarantee that they contractually signed.

That's a whole 'nother ballgame, and I'm glad to see that those offering a guarantee like that are being held to them legally.

Jill

[BobetteKyle]

(IMG:http://www.highrankings.com/forum/style_emoticons/default/appl.gif)

There are still companies out there, regardless of industry, that operate under the philosophy of "buyer beware". The more of these types of actions there are, the sooner those firms will understand that it is no longer an acceptable business practice.

[Hyperformance]

(IMG:http://www.highrankings.com/forum/style_emoticons/default/bye1.gif) Hey All -

Good article keli, and interesting... thanks for bringing that to our attention, I want to investigate this one a little... I wish they gave more details.

This seems like a prime-time for my inquiry...

Jill, do you offer a guarantee? Others? Written or verbal?

Would I be out of line to ask your thoughts on mine? Get input on yours?

Can I link here? (IMG:http://www.highrankings.com/forum/style_emoticons/default/crossfingers.gif) otherwise I can cut and paste, they're pretty short.

http://www.hyperformancemedia.com/Guarantee.htm

Also, in the separate programs I offer, the two which guarantee high rankings performance also require the clients site to accept the recommendations and suggestions of Hyperformance Media in the areas of most website enhancements whether that be content, adding pages, linking, etc. It has not been that difficult, once the initial meeting or consultation has taken place, (where I hopefully set the proper expectations up-front) they recognize at that meeting that we are the professionals and they are (usually) very open to doing whatever it takes.

Your feedback would be of value to me on this topic... Thanks in advance.

- SS

[BobetteKyle]

There's an interesting thread here that touches on guarantees.

[Jill]

My only guarantee is that I will do nothing that a search engine considers spam.

[Hyperformance]

Thank You Ladies - (IMG:http://www.highrankings.com/forum/style_emoticons/default/biggrin.gif)

The link was of interest too Bobette, but I believe I stop short of those 'type' of guarantees. Hence the reason I posted this... I have learned a little, and try to be very careful here...

By the same token, I respect your right not to offer a guarantee Jill. But even your verbal guarantee offers no hint of any results, or results tied to the client's ROI. They have expectations, and I believe when put in perspective (or educating them) there needs to be support beyond references, especially with the kind of money we are generally talking about, and, because you may have done it for others, does not prove that you can do the same for my company - right?

And, every client IS different, so being more general has helped me, but the terms of my guarantee are not impossible to accomplish by any SEO measure, and yet I am proud to say I have a guarantee, but stop well short of promising a specific number - but do however list the goals of the specific program, and that we continue working until we get you those results.

It does offer the prospect the added security beyond references (that they seek), and to statistically be proper, we have never (yet) (knocking on that wood right now), NOT met with the guarantee we offered a client. It is much easier in my initial consultation to not take on the project if we do not feel we can meet our own guarantee. My initial research lets me know if we are capable of that client's goals (i.e. top 5 in Google for their main phrases), and so if I don't believe we can meet their expectations/ timeframes, etc. We usually both walk away happy.

Thank you for your input, it gives me another's perspectives from this industry and that is exactly what I was seeking. I like our guarantee, and it provokes this exact conversation with the client about guarantees in our industry. (IMG:http://www.highrankings.com/forum/style_emoticons/default/cheers.gif)

- SS

I would still appreciate additional input on this topic if others care to partake? (IMG:http://www.highrankings.com/forum/style_emoticons/default/thumbup1.gif)

[keli]

The only guarantee I make is to do my ethical best and to avoid anything considered a spammy technique. When prospects ask me about my guarantees, I tell them that If I owned Google or Yahoo, I'd promise them the world... but I do not and to promise something I have no control over would be crazy.

I've turned down several projects where I didn't think I could meet expectations within a clients budget. To take on a project I'm not too confident in is bad for both my company and the client. A no win situation. Why even bother?

[Scottie]

I tell them their site will be better than it was before I started.

It should impact their search rankings, it should impact their conversions/sales. But I can't guarantee anything, only that based on my experience, they will have a better representation of their company on the web.

[BrianR]

I've turned down several projects where I didn't think I could meet expectations within a clients budget.

I think this is the key. If a client wants the world for sixpence, then just walk away - a guarantee will just put a noose around your neck.

BrianR

[SearchRank]

I used to offer positioning guarantees once upon a time. That was back in the old days when there was more than three search engines and if you were not able to meet the guarantee, you could purchase some Overture listings because they had a dominate marketshare. Those days are gone.

Now I offer a service guarantee and other than that, when I can figure out how to control the weather, then I'll offer positioning guarantees. (IMG:http://www.highrankings.com/forum/style_emoticons/default/wink.gif)

[wizardprincess]

hi
here in india i acme acroos many clients who goes to people hwo gurantee them as i dont gurantee top position ... in search engine.. it becomes hard for me to convince my clients.....

yes but i do gurantee them an ehtical seo work..

[mcanerin]

If you WANT to, you can guarantee anyone anything - a guarantee is basically a type of insurance policy. But you have to be ready to pay out when it comes down to it.

For example, I can guarantee you it will be snowing in Mexico tomorrow. Naturally it probably won't, and I'll have to pay up whatever I said I would.

The problem is some people confuse a "guarantee" with a "promise" or "certification".

I can't certify or promise that you will have ANY rank, but I can guarantee it, as long as I'm willing to pay up if it doesn't happen.

Many clients (and SEO's) get these confused. NEVER promise a position unless you own or control the SE or directory in question.

I would ask - "Why does the client want the guarantee? - What do they think it will do for them?"

Then address the underlying reasons, rather than the guarantee itself. A guarantee only kicks in during a failure. You're not planning to fail, are you? Your client no doubt hopes the same thing. So address that, instead.

Do they want to know that their money will be spent wisely? Increase your reporting to them, and keep it regular and often. Give them a checklist up front so they can follow your progress. Educate them on the process, the steps you take, and what they can expect to see and measure for each step.

Do they want to "buy" a certain position for a certain amount of money? Consider PPC or educating them, or offer a base fee plus a bonus if you get a specific position for them under clearly outlined circumstances.

Do they have highly unreasonable expections (this kind of client will want a guarantee simply because that's how they think). Educate them or drop them.

Are they confused and uncertain? Communicate clearly to them what to expect, and keep them in the loop. Do some hand holding. Many of these cleints are highly loyal and will stick with you for years.

Are they "looking for an edge"? Maybe they are planning on setting unreasonable goals, getting good work out of you (even if it doesn't hit the goals) and then not have to pay. Drop them and warn your friends. Refer them to your least favorite spammer.

Are they looking at other SEO's who offer guarantees and thus expecting you to? Have them show you the one they are looking at and then address the issue. DON'T put down the competitor - it makes you look bad too. Just point out what you can do, and why you don't offer a guarantee (or offer a different guarantee from the competitor) and let them make up their mind. Naturally, you can present yourself in the best light, but do it by taking a higher position, not dragging someone else down.

Anyone can give a guarantee - doesn't mean they will keep it, or mean it. The company at the start of this thread proves that. Don't get caught up in the wording of various guarantees.

The best guarantee a client can get is your own reputation and ethics.

Ian

This post has been edited by mcanerin: Aug 19 2004, 12:40 PM

[The Fish Lake Fl...]

Ian,

I think the way you state it best is on our your website that offers a guarantee. Well done. You clearly lay out the terms and what success is, the exact terms of what you will do. That's really the only guarantee anyone can make AND is the only one that makes sense to a real customer. I can't imagine a decision maker looking at something as liquid as search results and not be very wary of someone who claims a first page position. The only way to guarantee that is to cheat.

(IMG:http://www.highrankings.com/forum/style_emoticons/default/notworthy.gif)