Any company that outright promises you a #1 ranking on the major search engines is overselling what they can really achieve. While an SEO company can do a lot for you, they can’t absolutely guarantee that kind of outcome, especially since it’s impossible to know what other companies with whom you’re competing on the same search terms are going to do in the meantime. This doesn’t mean that optimizing and improving your website’s search performance is hopeless. It does, however, mean that you should make sure you’re working with someone who’s giving you realistic information and helping you to build a site that will do well over the long haul.
From time to time, marketers do find tricks that can make a remarkable difference in a site’s search ranking very quickly. Usually, this involves some kind of manipulation of what links are out there, including outright building huge numbers of sites that exist for no purpose other than to generate backlinks for their clients.
The problem with this tactic, and so many others like it, is that it doesn’t take long for Google to realize that people are gaming the system. Since they have all of the data, it’s not difficult for them to identify how the trick works. At best, they simply fix the issue. In some cases, though, they find the abuse so egregious that they opt to apply penalties to the site concerned. In the end, this means that someone paid a search company a lot of money for brief results followed by the extended headache of trying to work their way out of the penalty box.
It makes a lot more sense to work with honest people who give you truthful information about what they can do and who stay within the rules that Google has laid out. Just as Warren Buffet has become one of the richest people in the world by focusing on long term investing over chasing short term gains, the most successful sites are the ones who use legitimate strategies that will hold up over the long term. Fundamentally, Google’s goal is to bring people the best sites on the Internet related to whatever topic they need. The best optimization companies are the ones who work within this framework to both make sure that attention is directed toward the site, and that the site itself is built in a way that works with the search engines.