Let’s cut to the chase: should SEOs really guarantee the work they do for clients? It’s a question that’s been buzzing around the digital marketing space for ages. With so many variables affecting search engine rankings—think Google algorithm updates, site structure, user experience, and backlinks—most SEOs will tell you that guaranteeing specific outcomes is a slippery slope.
In fact, Google itself warns businesses to steer clear of SEO agencies making bold promises about guaranteed placements. They’ve got it down to a science, saying, “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.” They further clarify, “The only way to submit a site to Google directly is through our Add URL page or by submitting a Sitemap. You can do this yourself at no cost.”
The Poll That Shook Things Up
To get to the heart of the matter, we recently polled 699 BrightLocal customers to gauge their thoughts on the question: “Should SEOs guarantee their work?” The results were a mixed bag, reflecting a spectrum of opinions from industry insiders and small businesses alike.
19% of respondents said Yes
52% answered No
29% felt it should be guaranteed “under some circumstances.”
Those 52% who firmly believe SEO work shouldn't be guaranteed aren't just being cynical; they’re thinking like clients. For many, SEO is shrouded in mystery—a black box where agencies toss in a few keywords and hope for the best. It’s easy to see why clients want some assurance when they’re shelling out big bucks for services that often feel intangible.
As one participant succinctly put it, “To a client, SEO is just a mysterious word that digital marketing agencies throw around.” And who wouldn’t want a guarantee when buying a service, especially one as nebulous as SEO?
Let’s Get Practical: When Can SEOs Guarantee Their Work?
So, where does that leave us? For the 29% who think guarantees have their place, we dug deeper to uncover specific scenarios that might justify a promise:
Task-Oriented GuaranteesWhen it comes to specific tasks—like creating a new XML sitemap or fixing site errors—SEOs can offer guarantees. As one respondent said, “If an SEO controls all factors associated with a task, the work should be guaranteed.” Here, you’re not guaranteeing rankings but rather the execution of certain deliverables.
Measurable Outcomes (ROI and KPIs)Some professionals feel comfortable guaranteeing results when there’s a clear and specific KPI involved. For instance, “You should guarantee leads and positive ROI, not specific rankings.” By focusing on measurable outcomes rather than vague promises, agencies can build trust without overpromising.
Low-Competitive KeywordsFor clients looking to rank for low-competition keywords, some respondents believe guarantees can be made. As one stated, “You should guarantee when it’s a low competition keyword and the client has a huge budget.” This scenario allows SEOs to leverage their expertise while managing client expectations.
General ImprovementsA common thread among respondents was the idea of guaranteeing overall improvement. “You should guarantee an improvement in their visibility based upon where they are now,” one participant noted. This ties back into measurable outcomes and creates a more realistic expectation for clients.
The Bottom Line
In a landscape filled with uncertainty, it’s vital for SEOs to maintain transparency with their clients. Guarantees can be tricky and often unrealistic, but that doesn’t mean you can’t create a framework for accountability.
So, what’s the takeaway? As you build your digital marketing strategy, focus on what you can control: the tasks you complete, the insights you provide, and the measurable outcomes you track.
In a digital world where visibility is everything, GMB Fox ensures your business isn’t just online—it’s the first choice customers make. Let us handle the complexities of digital marketing so you can focus on what truly matters: growing your business.
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