1. Claiming to be “Partnered With” or “Certified” or “Approved” by any Search Engine
This is simply not possible. No search engine has ever entered into a partnership with an SEO, or used any kind of system to certify or test them. The general consensus on SEOs from search engines isn’t positive. Officially, they’re not fans. But they are aware that SEO is necessary and filling a need.
There is no governing body for SEOs. Given the global nature of search, there probably never will be. There is no official certification or qualifications. Anyone posting a seal or emblem on their website stating otherwise is simply being untruthful.
Google does offer an official certification for AdWords – the Google AdWords Certification Program. But this certification covers their PPC system only – no organic search basics or practices, which means no “certification” for most of what an SEO does. If you’re looking for someone to manage your large AdWords campaigns ONLY, then this Google “badge” on their website is something to look for. If you’re looking for an SEO, this is no indicator of competence or trustworthiness.
2. Anything “Guaranteed”
Anyone promising you “#1 at Google, Guaranteed” is pulling a fast one. First of all, with Google’s search results becoming more and more personalized, and geo-local results rising, it’s almost impossible to know what’s coming up as #1 in someone else’s browser – let alone guarantee it. Just not realistic. Second, what exactly are you being guaranteed? Keywords they’ve deemed best for your site, or keywords they’ve deemed the easiest to rank?
“Pay For Performance” is a less dubious concept, but be very clear on what “performance” is before entering in to this. Your version of success may be quite different from theirs.
3. Talk of Submitting to Search Engines
Search engine submissions have not been necessary for years. If your site is brand new it’s still not necessary. The search engines will find your site, that’s what they do. Even worse, there is still submission software available that will regularly submit your site to “all of the major and minor engines”, and this is still being offered by SEOs. This is not just out-dated, it’s completely invalid. It’s never worked, and it’s never helped.
4. Selling a “Secret” Strategy
Most of what an SEO does for a website is not top secret. What works and what helps is widely known. The information is all out there, if you have the time and inclination to learn about it. Most don’t, and that’s why the SEO industry exists. All search engine optimization companies will have their own pet strategies and methods, and if you ask them for more information about exactly what they have in mind for your site they will probably tell you. So, an SEO firm with “Top Secret Super SEO Strategies” as their methodology is either lying or engaging in some techniques that may be considered “black hat.” If it’s the latter, they need to be upfront about it. There are plenty of site owners willing to take a “black hat” risk, but the SEO company involved needs to make sure they’re fully aware of the potential for trouble, and most commonly, the potential for an algorithm shift that completely wipes out their rankings. If they won’t answer your questions under the guise of keeping their techniques under wraps, something is amiss.
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