In the early days of modern medicine, men went around selling various unproven and untested concoctions to people with claims of amazing cures and an instant relief of whatever ails them. Greed and fraud is why our Government decided to step in and end this predatory business practice by creating the FDA.
Greed is the word that best defines crony capitalism. Greed and gluttony are traits that seldom gain attention amongst the executive culture on Wall Street. The average surgeon makes just around 2 million $ per year, the average Hedge Fund manager earns well over 800 million $ per year. Why? Greed. That money should be shared with investors in an equal proportion to the amount invested.
Over these last few months, I’ve been paying close attention to the solicitations from so-called SEO scam artists (aka: professionals) who make false claims and guarantees to improve client rankings or get them on the first page of Google. It seems that little thought or focus on the sales call goes into how they intend to accomplish the actual task. Is it because want to avoid giving away the secret? Or is it because they have no real PLAN?. In many cases the client already ranks, but it seems as though some SEO companies think that every small business or website needs their help with web rankings, so they feel the need to continue to spam website contact forms and scrape email addresses off of websites to solicit new business with these statements.
It is said that 50% of advertising wasted. It should also be said that “50% of contact form emails are solicitations.” Thanks for creating a crappy user experience spammers!
Beware of so-called SEOs that Guarantee to Improve Your Rankings. There’re a number of what I call SEO Snake’s Oil salesmen out there who will claim to help you rank for 1,000 keywords. There are many instances in which some dubious SEOs will help you rank for terms like “divorce lawyer outrageous settlement Dallas”. But seriously, what’s the likelihood of someone typing something like that?
The worst old sales tactic in sleazy yellow pages sales was the “I want to update your listing” phone call. This is total lie and complete BULLSHIT! They don’t give a rats butt about the business FREE listing. The purpose for the call is to sell an ad in the “most used/distributed/awesome phone book.”
Fast forward to the days of the internet, Search Engine Marketing companies have are using the same tactics to sell internet marketing solutions. They begin with “We want to LIST or SUBMIT your site to Google or major search engines. We can help you make sure that you are listed with local online directories. BLAH BLAH BLAH BULLSHIT BULLSHIT. It never stops.
I had an interesting call with a fella from ReachLocal recently that actually made me somewhat proud to be a holistic search engine marketing practitioner. With the new ReachCast product they are actually discussing techniques that I employ for my clients, such as content strategy and social media bookmarking. I have never been fond of the companies automated PPC bid management system, but minus the lack of focus on the clients website compared to the focus on the “Cast” page, I think ReachLocal has managed to standout as the ethical standard for large internet marketing firms. If they had the focus on 100% pricing transparency as it pertains to clicks they would see a huge drop in client complaints.
Another large internet marketing firm is Local.com. Local.com recently purchased the web design and content writing approach from Octane360. If you compare ReachLocal’s Reachcast service and Local.com’s Octane 360 offering, you will see that they are similar and equally overpriced compared to what a small agency like mine offers, but considering the offerings from the Yellow Pages companies, not a bad at all! Local.com has pushier sales people though.
I have seen way too many SEO firms claiming to be able to help my clients rank on Google, yet when you ask them about on-site and off-page content with links they go blank. My company SMB SEO provides every client with Google or Woopra Analytics, Google AdWords PPC reports, and customized keyword Web Ranking Reports. Why? To create transparency by ensuring to the client that we are making progress on our commitment to achieving the desired result for the client. We also provide call tracking from CallMeasurement.com.
Search Engine Marketing is not like the yellow pages. It is not a commodity. SEOs must schedule activities such as articles, press releases, social media message distribution, and video content in order to maintain a results focused approach. Without a schedule ( insert transparency on what you are paying for ) they are just scanners who are charging you for the idea of the result, much like how yellow pages publishers continue to sell their antiquated products.
Don’t be a scammer.
There are only three reasons that folks call my company:
- They need help because they don’t have the time to do SEO themselves.
- They do no know how to fulfill the requirements for proper local SEO and PPC.
- They want me to help teach them how to do it themselves.
Pretty simple, right?
Unfortunately for you, shady and sleazy companies ( typically those who are not socially responsible while often overpaying executives ) are the ones with resources to hire sales reps to solicit search marketing services. They often use industry lingo and confusing contracts and then back these iron clad contracts up with legal teams. Don’t get me wrong, pursuing profit is not a bad thing, so long as it allows the business to invest in paying more American workers and donating to American charities. You know, social responsible companies.
I am praying that business owners are smart enough to know better, but considering the type of companies that fall victim to the “$850.00/month” credit offered by some media companies like the yellow pages, these predatory practices will continue. For big companies the act of repairing reputations just takes a lil $.
If your SEO Company does not offer a planned schedule that includes a content strategy and measurement of successes, you are likely not going to get either of them. I recommend staying away from such a firm. A good start in finding a good search engine marketing expert is to search Google!