What Small Business Owners Need to Know About SEO Guarantees

-- MarkGriffin - 04 Oct 2024

Here’s the deal: As a small business owner, you’ve probably seen countless SEO companies making all kinds of legitimate and not-so legitimate promises. “Guaranteed number one ranking on Google!” or “Get thousands of visitors in just a week!” Sound familiar? Yeah, we’ve all seen it. But here’s the truth: SEO guarantees are more often than not red flags.

Ready to understand why those promises might not be as golden as they sound? Let’s break down what small business owners really need to know when it comes to SEO guarantees.

What’s the Problem with SEO Guarantees?

Let’s get one thing straight: there are no true guarantees in SEO. Yep, you heard me right. Why? Because search engines like Google are incredibly complex, and their algorithms are always changing. Google alone updates its search algorithm over 500 to 600 times a year. That's more than once a day! So, if any company guarantees you’ll hit the top spot in a matter of weeks, they’re either clueless—or worse, trying to trick you.

Google itself states that no one can guarantee a number one ranking. So, if a company is making that bold claim, it's worth questioning their ethics or, at the very least, their understanding of how SEO really works.

Why Some SEO Companies Offer Guarantees

Here’s the thing: SEO guarantees can sound really appealing, especially when you’re trying to grow your business and don’t have time to mess around. You want results—and fast. SEO companies know this. So, some less-than-scrupulous companies will prey on your desire for quick wins.

But ask yourself this: If someone told you they could double your sales overnight without knowing a thing about your business, would you trust them? SEO is the same. A promise of instant success, without any real understanding of your niche, your competition, or even your goals, is more fantasy than fact.

SEO is Not an Exact Science

Think of SEO as more of an art than a science. Yes, there are techniques, metrics, and proven strategies, but SEO isn’t like baking a cake with exact measurements. You can’t just throw in a few keywords, stir it up with some backlinks, and expect a number one ranking in return.

There are too many variables:

• Competitor activity: What are your competitors doing? Are they also investing in SEO?
• Search engine updates: As mentioned earlier, Google’s algorithm changes constantly.
• User behaviour: What are people searching for? And how are they interacting with your site?

All of this is out of your control—and out of any SEO company’s control, too.

Red Flags of SEO Guarantees

So, how can you tell if an SEO company is pushing a dodgy guarantee? Here are some common red flags:

1. Guaranteed Rankings
   If a company says they can guarantee a first-page or number-one ranking within a specific time, that’s your cue to be sceptical. SEO doesn’t work on a fixed timeline because search engine algorithms and competition are always shifting.

2. Promises of Fast Results
   SEO is a long game. While you might start seeing improvements in a few months, SEO really pays off over time. Any company promising fast results may be using risky “black-hat” techniques that can get your site penalised.

3. Too Good to Be True Pricing
   “Cheap SEO” is another sign you’re dealing with someone who might not have your best interests at heart. Quality SEO involves deep research, ongoing analysis, and consistent optimisation. If the price seems too good to be true, it probably is.

The True Cost of Cheap SEO Guarantees

Now, let’s talk about what happens if you fall for one of these SEO guarantees. Sure, you might see an initial bump in your rankings. But what happens when Google catches on to the fact that those tactics were dodgy? Spoiler: Your site gets hit with a penalty. Hard.

One Google penalty can cost your business months of traffic—and thousands of pounds in lost revenue. In fact, 65% of businesses that get penalised by Google never recover their original search ranking position. Yep, it’s that serious.

What Small Business Owners Should Ask Instead

So, if SEO guarantees are out, what should you be looking for? Here are some better questions to ask an SEO company:

1. What is your process?
   A reputable SEO company should be able to explain their methods. Do they focus on quality content, ethical link building, and on-page optimisation? Or are they more concerned with quick fixes?

2. How long will it take to see results?
   While no one can guarantee a specific ranking by a certain date, a trustworthy SEO company will give you a realistic timeframe. Generally, you should expect to see noticeable improvements within 3 to 6 months.

3. How do you measure success?
   SEO isn’t just about rankings. It’s also about increasing traffic, leads, and conversions. Ask the SEO company what success looks like to them, and make sure it aligns with your business goals.

4. What experience do you have in my industry?
   SEO isn’t a one-size-fits-all approach. A good SEO provider will take the time to understand your niche, your audience, and your competitors.

The Importance of Ethical SEO

So, we’ve talked a lot about what not to do, but let’s shift focus for a minute. What does ethical SEO look like, and why is it so important for small businesses? Ethical SEO, often referred to as “white-hat SEO,” involves using best practices to improve your site’s ranking organically.

Here’s why that matters:

1. Long-term results
   Unlike black-hat SEO techniques, ethical SEO focuses on long-term gains. Sure, it takes longer to see results, but those results are more stable and less likely to disappear overnight due to an algorithm change or penalty.

2. Builds trust
   Ethical SEO doesn’t just help you rank higher; it also helps you build trust with your audience. Quality content, relevant links, and a user-friendly website all signal to potential customers that your business is credible and trustworthy.

3. Avoids penalties
   Black-hat SEO might get you fast results, but it also increases the risk of penalties from search engines like Google. Once your site is penalised, it can take months (or longer) to recover.

Understanding SEO Timelines and Expectations

SEO takes time—there’s no getting around it. It’s not uncommon for small business owners to expect results within weeks, especially when promises of fast results are so prevalent in the industry. But the reality is that SEO is a marathon, not a sprint.

Here’s a quick timeline to give you an idea:

• 0-3 months: This is the research and foundation stage. Expect to see minimal movement in rankings.
• 3-6 months: You’ll start seeing gradual improvements, but nothing drastic yet.
• 6-12 months: This is when you should start seeing more significant gains, both in rankings and traffic.
• 12 months and beyond: By now, you should see consistent, long-term results.

The Long-Term Value of SEO for Small Businesses

While SEO might not provide instant gratification, its long-term value is undeniable. Here’s what small business owners need to keep in mind:

• It’s cost-effective.
  SEO may take time, but it has one of the best ROI potentials in digital marketing. Once you’ve built up your rankings, you can continue to attract traffic without having to pay for every click, unlike PPC advertising.

• It improves user experience.
  Ethical SEO isn’t just about search engines; it’s also about improving your website’s overall user experience. Things like faster load times, mobile responsiveness, and valuable content all contribute to a better experience for your visitors.

• It’s scalable.
  As your business grows, so can your SEO strategy. SEO is flexible enough to evolve with your business, allowing you to expand into new markets, target new keywords, and continue building your brand.

Beware of SEO Guarantees

At the end of the day, if you’re a small business owner, you need SEO that works. But you also need SEO that’s done right. Guarantees of instant results or a number one ranking should set off alarm bells. The truth is, there are no guarantees in SEO—only hard work, ongoing optimisation, and a commitment to best practices.

So, the next time an SEO company dangles a “too good to be true” guarantee in front of you, remember: it probably is. Focus on finding an SEO provider who’s transparent, ethical, and willing to put in the work to deliver real, lasting results for your business.