Recently I read an article that yet again says there is no such thing as guaranteed search engine optimization. I feel this is an SEO argument that will last as long as the “content is king” and “links are where it’s at” war.

The truth is, there are two types of guaranteed search engine optimization companies, liars and experts that take calculated risks. So its true, nobody can say with absolute certainty that you will be on the first page. But they can certainly put their money where their proposal is. Thank about it, somebody is coming up to you saying “I know how to get your web site ranked on the first page of Google. Hire me and maybe you’ll get there, maybe you won’t.”

A White Hat SEO (a search engine optimization company that uses ethical practices) that guarantees their clients first page placement with a money back promise is simply taking a risk. They are looking at their history to see how long it takes to get a client on the first page using ethical SEO methods. Then, they are basically saying “based on our past performance we are confident that we can get your site on the first page within our twelve month term.”

What happens if they fail? If you’re working with a good company, you should get a peace of your investment back. Maybe the non guaranteeing SEO doesn’t want to let go of your hard earned money after he proved himself to not be the expert he originally claimed.

As with anything, you have to know what to avoid. First, take a trip down to Google’s guidelines for SEO’s. This is a page that most SEO companies (both White Hat and Black Hat) don’t want you to see. The easiest way to find it is by Googleing “Search engine optimization” its usually ranked number one or two.

If you’ve done that, you will see a bulletpoint that says “No one can guarantee a #1 ranking”. This is true. Nobody can say with absolute certainty that your web site will be the first entry on the first page on the Google search results page. But certainly, one can guarantee you will get on the first page. Here is how the paragraph appears in their guidelines.