Why KPI performance measures are better than ranking guarantees!
White Chalk Road stands side by side with Google and some of the largest search agencies in the world in dismissing the fact that a particular keyword phrase will reach a certain desired position at a certain time.
Guarantees are frowned upon by the professional search community for the following reasons:
The Search Engine Algorithm is Always Changing
The ranking system or algorithm for Google is very much a secret to anyone outside of Google and every year there are roughly 500 changes made to the search engine algorithm across more than 200 variables of a website. (That's about 2 changes every day).
If someone is guaranteeing rankings on a particular keyword phrase or set group of keyword phrases, they are either implying that they know the algorithm at all times or somehow have control over the rankings of those keyword phrases. This may be highly misleading to a client and not a good way to start a relationship.
The Search Engines Expressly Warn Against Such Guarantees
The search engine giant Google has expressly condemned companies that guarantee rankings. The following is a direct excerpt of Google's official guidelines site:
"No one can guarantee a #1 ranking on Google.
Beware of SEOs that claim to guarantee rankings, allege a "special relationship" with Google, or advertise a "priority submit" to Google. There is no priority submit for Google. In fact, the only way to submit a site to Google directly is through our page or by submitting a Sitemap and you can do this yourself at no cost whatsoever."
Rankings are a Poor Metric for Overall Performance Measures
The performance of SEO, as a form of marketing will be judged upon the return on investment it is able to generate compared to the investment made.
Rankings are a poor yardstick for performance as it can fluctuate month to month, week to week and even day to day. The industry standard KPI is now the amount of targeted traffic (visits) that a site receives from people via search engines. For an optimised website, more targeted traffic will mean more leads generated or conversions for your business.
Some examples of different conversions measures include:
- Online Retail = Number of sales
- Services = Number of email enquiries
- Distributor = Number of catalogue downloads
- B to B = Number of calls made
WCR Helps You Achieve Business Goals, Not SERP Positions
Check out this video testimonial from Alyssa Miller in Design City - a leading web design firm in Perth and one of our partner agencies. Alyssa gives a testimonial on the proven results White Chalk Road has achieved for Design City's clients, and Alyssa and Charles discuss SEO ranking guarantees and why it's always best to choose a provider that can help you achieve business goals instead of SERP positions.
Alyssa Miller, Design City: "[With other SEO agencies who offer "ranking guarantees"] - those guarantees are not met because of the little fine print. What I've always found with White Chalk Road is: what they set out in their proposals, they deliver on. And clients have seen that over time. And they also customise their proposals for each client.
So I suppose, ya, you have those [agencies] that come down to [guaranteeing] a number, but [clients] always seem to come back to someone that actually knows what they're doing and can actually deliver. And using that "guarantee" word doesn't always work."
Charles Ryder, CEO, White Chalk Road: "Yes, and another thing - Google has, on their Webmaster [support area], a big splash page saying run away if anyone guarantees you rankings - it's not best practice in the industry.
The other thing to note is that your business changes all the time, so if you're locked into a guarantee that says this keyword, this keyword and this keyword must rank, then the provider is just going to spend all your budget on those keywords, when they might not be converting well. The provider is resistant to change, and you need to be changing over time, so you need something more flexible than that, you need to tweak all the time. So having a ranking guarantee and a fifty page [terms and conditions] document in order to be able to nail that guarantee doesn't work so much in the industry in my experience."
Now that you understand fully why SEO firms who guarantee rankings should be avoided, why not find out more about our SEO Services and how they work, or contact White Chalk Road and find out what should be promised?