Generating links takes a long time and involves a lot of work. Like any other form of promotion, it requires investment – either in time or money. If you decide to pay an SEO company, always ask them exactly what they’ll be doing. Ask them what keywords they’ll be targeting, and how they’ll target them.
There are no secret methods, so if they can’t or won’t tell you, DO NOT engage them. If they tell you but you are unable to completely understand, DO NOT engage them. (There are no link generation methods that are too complex for the layperson to understand when explained properly.)
Also, always be clear in your own mind about exactly what you’re paying for. Remember that there are two parts to obtaining a high ranking: optimizing your site, and building links back to your site. Always get your SEO company to explain exactly which part(s) they will do for you, and how they plan to do it.
Lies told by unscrupulous SEO companies
I’m ashamed to say it, but many SEOs are just plain dishonest. They know that Search Engine Optimization (SEO) is an utter mystery to most of their customers, and that nobody outside of Google really, truly knows Google’s ranking rules. So they lie. And they get away with it.
Lie 1 – “We have a deal with Google.” Untrue. No SEO provider is in bed with Google. That would totally undermine the relevance of Google’s results. The truth is, we’re all on the outside, looking in. Doing our best to unravel the complex mathematical mystery that is Google’s ranking algorithm.
Lie 2 – Timeframe guarantees. Google’s rankings are automatically determined using incredibly complex mathematical algorithms. They’re Google’s single most valuable asset, and they’re devised by the world’s biggest math brains. SEO providers that offer timeframe guarantees are suggesting that they’re: a) privy to Google’s most valuable business secret; and/or b) smarter than all of the world’s biggest math brains combined. The truth is that although good SEO providers have a very good understanding of what tactics result in a high ranking, they derive this understanding through trial-and-error only, and they don’t know 100% how long things will take. Alternatively, they’re planning to rank you for very obscure, meaningless keyword phrases like, “red brochure book printing in Jamaica”, instead of your actual target keyword phrases. Or they might be planning to provide a high ranking on a rent-only basis. They generate links to a domain of their own, then pass the value of these links on to your site. This does NOT result in a permanent increase in the ranking of your site. These companies charge a monthly fee, and so long as you pay the fee, your site may rank well. But as soon as you stop paying their fee, your site’s ranking will drop.
Lie 3 – Unlimited keywords. This one defies logic. To optimize your site for a keyword or keyword phrase, you just use it more often than any other word or phrase. But because your site has only a finite number of words, there’s a limit to the number of keywords you can target.
Lie 4 – Displaying logos for big-name clients. I heard of an SEO company that claimed a major bank as a client, when all they had ever done for that bank was Pay-Per-Click advertising – not SEO – for a single keyword, once, long ago. So always be sure to ask exactly what your SEO provider has done for each client it claims. And if you’re still in doubt, ask for references.
Lie 5 – Submitting your site to thousands of search engines, over and over. This won’t get you a high ranking. In fact, I’m amazed this one’s still going around. The truth is, you usually don’t have to submit your site at all.
Lie 6 – Spend a lot on Google AdWords, and you’ll automatically get a high ranking. Absolute rubbish! Although Google (and most of the other search engines) offer PPC ads, those ads are absolutely independent of your site’s natural ranking. Google’s success relies on its ability to deliver relevant results. The moment it took money in return for natural search ranking, its reputation for relevance would be justifiably ruined. It’ll never happen.
The moral to the story is: always be vigilant.