Guarantees and other sweet nothings

Search engine optimisation professionals are unable to provide that guarantee of a number one spot. In fact, such a guarantee is usually the sign of a less-than-reputable company, and tops the list of things SEO experts caution newcomers to watch out for. It does bring up the question, what exactly can your SEO company guarantee for your business?

The answer is slightly unimpressive. Search engine optimisation is not an exact science. Each site is an individual case with individual challenges and individual advantages.