WARNING: Prepare yourself for the worst sales pitch you have ever heard. Ever.
“The best place to hide a dead body is page two of the Google search results” – Vincent Vega
If someone tells you that they understand how the Google ranking algorithm works they are either:
What is SEO?
Search Engine Optimization is the process of making your website more relevant to specific searches as they relate to your target buyer persona.
Notice that I did not say “appear more relevant” or “convincing Google that you are more relevant” or “trick the bots into thinking that you’re more relevant”. You truly need to be the most relevant result for a specific search query in order to rank. Here’s the bad news: it is not fast, cheap or easy.
Why you should not hire us to do your SEO:
We are not smarter than Google.
We are not going to outsmart Google. I make a point of saying this because that is the approach that so many people want to take. There are no fast tracks to winning this battle because Lord Google, hallowed be thy name, is amazingly brilliant at what it does. When a person searches for a key phrase, they are going to get the most relevant results. If you can be that result, then you are ultimately going to rank. If you can’t, then you won’t.
There are firms out there that claim to have a secret winning sauce to conquering Google. If that is something that appeals to you, then I wish you the absolute best of luck in your pursuit. I hope you like the taste of lies, tears and failure.
We can’t do it without you.
Establishing thought leadership requires one very crucial component: a thought leader. This is not an outsourced service that you receive a monthly bill for as you watch your organic rankings climb sky-high. This is a collaborative partnership where we work together in order to create and publish relevant content on your product, service, industry and geography.
That is not to say that we don’t provide immense value; our services include:
- Creation of a strategic approach
- Process management
- Competitive analysis and research
- Content recommendations and schedule development
- Content creation and development
- Best practice compliance
- Technical optimization
- On-site optimization
Our services make the process technically feasible as we assume the vast majority of the “grunt work”, but the thought leadership, the value that Google is looking for when it ranks a website, comes from you (or someone within your organization).
We don’t guarantee first page placement.
If you’ve been in business for more than five minutes, then you have received an email from someone guaranteeing first page placement on Google search results. Here’s why this is an impossibility:
- The algorithm is always changing (here’s a list of Google’s change history) which makes SEO a type of moving target. That isn’t to say that we don’t hit the target (and often). It just makes it important that we operate with integrity and inform potential Clients that there are often changes outside of our control that will affect our ability to rank.
- We can’t see into the future which is frustrating for a number of reasons (most of them unrelated). I bring it up here to say that we have no idea what your competitors are doing or what they might be planning to do in the future. What happens if your biggest competitor has spent years secretly building the wikipedia of your industry and launches it the day after you start your SEO campaign? Can your new vendor still guarantee first page placement?
- “First page placement” is a relative term. First page according to whom? And in what context? And what geography? And what language? And what time of day? Google search results are heavily contextualized, socialized, geographical-ized, and all sorts of other “izeds”. There’s no way to conclusively determine who ranks where because of how dynamic the process is.
Why you should hire us to do your SEO:
We believe in best practice compliance.
That’s a fancy little way of saying, we’re not going to do any “black hat” optimization. We know the rules and we follow them. This might sound like a relatively simple concept (we think so), but for whatever strange reason 95% of SEO “professionals” have the damndest time with this one. Poor little guys.
We have a process and it works.
Search engine optimization requires thought leadership, creativity, patience and tenacity. That last part is probably the hardest to maintain over the long term because of how grueling parts of the process can be. That’s where “the process” comes into play. After spending a solid half-decade fighting the good fight, we’ve developed a reliably simple SEO process that allows us to:
- Define our key phrase strategy
- Perform ongoing competitive benchmarking
- Develop a content schedule
- Repurpose media with existing content
- Gauge and measure efficacy
Having a process in place allows everyone to keep their eye on the ball and also ensures that we’re able to measure our success over time thereby justifying our existence in your monthly ledger.
Here’s what we can guarantee:
We don’t guarantee first page ranking, because we can’t, but here’s what we can guarantee:
Slow, incremental improvement in your visibility and traffic – SEO follows the kaizen principle. If we are doing our jobs you will see slow, incremental improvement in your global rankings. There will be ongoing fluctuations with your rankings (it’s not a straight shot “up”), but the global trend will be in an upward direction.
While I realize that’s probably the least “sexy” sales pitch you’ve ever heard, I’m willing to bet it is also the most honest an SEO firm has ever been with you. If you have hired an SEO firm in the past, you already discovered this the hard way.
What do you do now?
Click HERE or give us a call! Let’s get to know each other and have a chat about your business and your SEO goals. Success in the field of SEO requires a synergistic relationship between the Client and the vendor so, before we even discuss budgets and strategy, its important to know that we can all stand each others’ company. (That comment is mostly geared towards you in case you didn’t notice – everyone on our end of the fence is delightful.)