How We’re Able To Offer A Guarantee
Of course, many SEO experts would probably like to offer guarantees, but they don’t for all the reasons mentioned earlier. So how is it possible for us to guarantee results?
There are five reasons we are able to offer a guarantee when other SEO firms cannot:
In traditional SEO, the focus is on building a website’s reputation. In many ways, it’s akin to brand marketing — you aim to raise awareness of your site and credibility in search engines’ eyes by creating high-quality, shareable content. If you are in publishing, this approach has strong advantages. It gets more visitors to your site, which is what you need to be successful.
However, if you are in ecommerce, you need more than visitors — you need visitors that are qualified and motivated to buy. Your goal is for visitors to complete some action on your site, usually a transaction. For ecommerce, we manage SEO as a direct response channel, instead of as a brand marketing channel. We have been able to reliably drive results with this approach.
To understand how we manage SEO as a direct response channel, let me take you back in time to 2012. Google Shopping (then known as Google Product Search) was free. Back then, marketers didn’t pay much attention to their product listings. It didn’t cost anything to list products, but optimizing product listings took a lot of time. Often, minimal effort was invested.
Today, etailers pay for every click, so they hire agencies or a dedicated employee to manage their PLAs.
Our approach to SEO is to manage it as if it were a paid search channel. We want to maximize the value of every click. It does take a lot of work to do manually, but we’ve streamlined that effort (more on this in a minute).
Recall the concern that search engine algorithms are a moving target?
The best practices for Direct Response SEO don’t change much, so we don’t have to worry about new algorithms destroying our work.
We implement SEO changes directly
I’ll let you in on a secret:
There is a significant hurdle in SEO that isn’t talked about much.
Want to know what it is?
Actually getting all of the recommendations implemented.
Sometimes the clients’ developers are inundated with other tasks. Sometimes there’s a large amount of tedious work that falls by the wayside. And sometimes, the ecommerce platform will not even allow you to make the recommended changes.
Our SEO platform allows us to implement all of our recommendations, on any platform.
Busy developers? They don’t need to lift a finger after installing our platform.
Tedious tasks? They’ll all be automated.
Platform issues? We will totally circumvent it.
How our platform is able to do all of this? That is a bigger topic than I can cover here, but you can read more about how it works.
Most SEO experts aren’t able to ensure that their clients implement the recommendations completely and without error, so it’s risky to offer a guarantee. Even if they are confident in their recommendations, the recommendations may not get executed.