Finding a way to rationalize the absence of assurances in SEO presents a challenge. How could you defend such a stance?



Imagine this scenario: a client demands that if the targeted traffic numbers (let's say 1000 visitors per day) are not achieved following the completion of SEO efforts, I should reimburse them by using Yandex.Direct to generate the shortfall in traffic at my own expense. I acknowledge that these uncertainties stem from market dynamics, particularly Google's algorithms, rather than my actions, and therefore, I decline any form of compensation. The traffic metrics are purely data-driven. Nonetheless, the client maintains their position, insisting that it's my responsibility as a specialist to guarantee a specific level of traffic.

How would you justify your standpoint in this instance? Have you encountered similar circumstances in the past? Is it appropriate to draw a comparison to outdoor advertising, modeling the analogy of "SEO work" to "billboard placements" and emphasizing the lack of attendance/views/returns guarantees in both scenarios?

SEO is a complex and dynamic process that involves numerous factors, many of which are beyond the direct control of any specialist or agency. Google's algorithms, market competition, user behavior, and various other variables all contribute to the unpredictable nature of SEO outcomes.

In this specific scenario, I would defend my stance by highlighting the following points:

1. Market Dynamics: I would explain to the client that search engine rankings and traffic volumes are influenced by the constantly changing dynamics of the online market. This includes not only Google's algorithms but also the actions of competitors, shifts in user behavior, and broader industry trends. These external factors can impact the effectiveness of SEO efforts, making it difficult to provide absolute assurances.

2. Data-Driven Approach: I would stress that SEO strategies are based on data and analysis, and that traffic metrics are used to measure the performance of these strategies. However, while data provides insights and guides decision-making, it cannot always guarantee specific outcomes due to the aforementioned market dynamics.

3. Analogy to Outdoor Advertising: Drawing on the analogy of SEO work to billboard placements, I would highlight the similarities in uncertainty. In outdoor advertising, no guarantees are typically provided regarding the number of views or returns on investment. Similarly, SEO efforts can drive traffic, but precise traffic numbers cannot always be guaranteed due to external variables.

In my experience, I have encountered similar circumstances where clients have sought assurance in SEO results. I have found that transparent communication about the complexities and uncertainties of the SEO landscape, coupled with a focus on data-driven strategies and realistic expectations, can help manage client expectations and justify the absence of guarantees.
It's important to convey to the client that while I am committed to delivering tangible results and optimizing their website's performance, the inherent uncertainties of SEO mean that absolute assurances regarding specific traffic levels cannot be provided. Instead, the focus should be on collaborative efforts to continuously improve and adapt the SEO strategy based on real-time data and evolving market dynamics.

1. There's this belief that all SEO guarantees are just a fairy tale because of the unpredictable nature of the "third party" — in this case, Yandex algorithms. No one has control over it. So, the only guarantee a contractor can give is the assurance of the planned SEO work.

2. It's like when we hire a lawyer to prepare and defend our case in court, but the lawyer can't promise a successful outcome because it's up to the judicial board, not him. The situation in SEO is pretty much the same. We try to persuade Yandex that the website deserves top rankings, but the search engine has the final say.

3. It's not feasible to include compensation for not achieving positions in the contract, as the contractor isn't accountable for the final result due to the reasons mentioned earlier. If there's no guarantee of the outcome, then there's no basis for paying compensation for not achieving it.

4. Advertising on search engines, including SEO, is a risky investment, similar to any other type of advertising. This inherent risk is an integral part of the interaction chain and cannot be eliminated.

Let's consider a classic scenario, for instance:
Marketing team: We strongly advise implementing this text on the website, search engines will significantly improve their ranking for us.
Client: What??? We absolutely refuse to publish this nonsensical content on our website. Not happening!
Marketing team: Well, then what assurances can we offer if our recommendations are disregarded?

Alternatively:
Crafty marketing experts often draft agreements such as "We undertake to promote the website for at least 70% of the specified keywords in the contract." In reality, the majority of the words are low-frequency junk, and the remaining 30% consist of competitive keywords that would truly impact the promotion.

Once again, it's crucial to consider the quality of traffic specified, and the potential impact of using explicit banners.