Tommy: Let's think about this for a sec, Ted. Why would somebody put a guarantee on a box? Hmmm, very interesting.
Ted Nelson, Customer: Go on, I'm listening.
Tommy: Here's the way I see it, Ted. Guy puts a fancy guarantee on a box 'cause he wants you to feel all warm and toasty inside.
Ted Nelson, Customer: Yeah, makes a man feel good.
Tommy: 'Course it does. Why shouldn't it? Ya figure you put that little box under your pillow at night, the Guarantee Fairy might come by and leave a quarter, am I right, Ted?
[chuckles until he sees that Ted is not laughing]
Ted Nelson, Customer: [impatiently] What's your point?
Tommy: The point is, how do you know the fairy isn't a crazy glue sniffer? "Building model airplanes" says the little fairy; well, we're not buying it. He sneaks into your house once, that's all it takes. The next thing you know, there's money missing off the dresser, and your daughter's knocked up. I seen it a hundred times.
Ted Nelson, Customer: But why do they put a guarantee on the box?
Tommy: Because they know all they sold ya was a guaranteed piece of shit. That's all it is, isn't it? Hey, if you want me to take a dump in a box and mark it guaranteed, I will. I got spare time. But for now, for your customer's sake, for your daughter's sake, ya might wanna think about buying a quality product from me.
Unfortunately, when it comes to search marketing for your law firm, there are a lot of crazy glue sniffing Guarantee Fairies making ridiculous guarantees about what they can do. In fact, I can't count the number of times that I have seen search engine optimization companies peddling guaranteed rankings. In case you have any doubt:
No one can guarantee a #1 ranking on Google. - Google
Don't buy a guaranteed piece of s*** seo program for your law firm. If someone is selling guaranteed rankings, click delete, hang up, or politely ask them to leave. No one can guarantee organic rankings and no one has a special relationship with Google.
If you're trying vet a search marketing outfit, Google provides some useful questions to ask:
- an you show me examples of your previous work and share some success stories?
- Do you follow the Google Webmaster Guidelines?
- Do you offer any online marketing services or advice to complement your organic search business?
- What kind of results do you expect to see, and in what timeframe? How do you measure your success?
- What's your experience in my industry?
- What's your experience in my country/city?
- What's your experience developing international sites?
- What are your most important SEO techniques?
- How long have you been in business?
- How can I expect to communicate with you? Will you share with me all the changes you make to my site, and provide detailed information about your recommendations and the reasoning behind them?
So for your professional reputation's sake, for your law firm's sake, for your daughter's sake, if you outsource your law firm seo, make sure you find someone who is transparent and accountable.