COMMENTS
Hello, Pete
I’m Connie and I work at Network Solutions.
Wow! What a glove toss. Well, Network Solutions is committed to participating more with its community, and listening, too, so I guess we need to react.
First, let me respond to the guarantee. We have been evaluating the guarantee, and though we have not had a chance to announce it yet (breaking news for you!), we have decided to no longer promote our guarantee.
We recognize that the SEO industry moves quickly and that search engines make changes frequently. This makes guaranteeing first page listings on major search engines a difficult challenge. We intend to maintain a competitive position. We have had tremendous success in delivering top rankings for our customers, and we expect these results to continue.
Secondly, you mention long term partners versus one-time buys. We see our service as a tool for small businesses that cannot afford or do not want to pay for SEO firms. By using our service with a focus on keywords that are more relevant to a customer’s business we provide an optimization product that highlights valuable web content for site visitors based on profitable keywords. By delivering this high value product, we are confident in our ability to drive search engine rankings. We believe clients will reuse the product based on results more than one time.
Thank you for providing an open forum for Network Solutions to talk about SEO.
Hi Connie. Very very very well said.
I am very glad to hear that you are going to eliminate the "1st page placement guarantee" as a marketing gimmick. Guaranteeing 1st page placement on ask.com or altavista is like guaranteeing billboard placement along a dirt road. You shouldn't make it seem like it matters.
I'm hopeful that you'll also eventually find ways to deliver a cost effective service that also delivers ongoing gradually improving results for clients, instead of a one time project that may or may not work. SEO is an iterative process that still requires some guessing, tweaking, monitoring and some more tweaking. It also requires ongoing content creation activity that should involve the business owner or a marketing professional intimately aware of the business. Not a one time outsourced activity.
I am glad that you have happy customers buying your SEO services on an ongoing basis. It might be good to hear from them too?
I would challenge your assumption that being cost effective and delivering ongoing SEO services is mutually exclusive.
I don't think you need to charge $3k/mo (like a good SEO consultant does) to make a small business successful at SEO/internet marketing.
I'd like to see our industry mature to the point where SEO, blogging and social media marketing is the first page of a company's marketing plan.
Present day, I think that we all have some ways to go - in delivering results - in terms of traffic, leads and sales to our customers. And selling the service in an honest way, with honest expectations.
Well to be fair about keyword guarantees, they are useful because they're a metric that is unambiguously affected by SEO efforts. Other aspects of a comprehensive strategy are really about a relationship with mutual mentoring (SEO learns about your business and the business learns about best practices to follow up on what we've set up), but keywords are an easy thing to point at.
*On the other hand* keyword rankings do not equal lead potential when they're irrelevant. They deserve a bad rap when consultants choose unpopular keywords to make their jobs easier, or keywords that do not conform to the client's business culture. And of course, first position on some second tier search engine doesn't cut it.
SEO clients should always come back to their own experiences and ask how something would grab them as a semi-uninterested surfer, because when it comes right down to it, that's who the campaign is talking to. Spiders are not an audience, They're a microphone.
(Hey, that last line was clever. I'm going to Tweet it!)
Well said, Malcolm.
Keyword rankings are fairly easy to track, especially with the right tools. However, SEO consultants and services should really be business building services. Performance should be measured against leadss and sales. That's not hard to do either... with the right tools.