SEO is a form of marketing

SEO companies are constantly asked whether they can guarantee results. This is partly the fault of regular marketing, where professionals are keen to show that they can achieve predictable targets, and partly the fault of a less-than-perfect understanding of SEO. SEO is a form of marketing, but it’s more like the regular mechanical tune-up that leads to a racing car winning a Grand Prix. The relationship between effort and success isn’t as clear, but without it no-one wins.

Take a few seconds to consider exactly what constant guarantees of number one spots would mean. In a perfect world, where your SEO company had all of the secrets to search engine success, you might well receive a guarantee of a number one ranking. That company’s other clients would also receive that guarantee, and so would all of their past clients, until the net was filled with guaranteed number ones, all kicking each other off the top position in milliseconds. You might be able to get to number one, but you’d have no time to benefit from your status.