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In the field of SEO, guarantees are a complex and often sensitive topic. Many professionals avoid discussing warranties, and for good reason. According to statistics, only 1 out of 10 projects does not achieve the desired result, despite the efforts of the implementers. The reasons for this can be very different: lack of budget (the customer did not get the result), ineffective organization of work (customer’s employees delay approval of materials or preparation of content), as well as much stronger competition (in marketing, assortment or budget). Of course, there are also problems on the side of the performers. It is important to understand that the profit margin of most agencies is only 20%, and refunds for an unsuccessful project can significantly reduce profits - especially if the project budget was significant.
Guarantees in SEO can be divided into real and imaginary. Real guarantees assume that the contractor shares risks with the customer and takes responsibility for the results. Imaginary guarantees are often used for manipulation or to reach an agreement at the negotiation stage. In this case, contractors promise a lot, but themselves create contract terms that protect them from any consequences.
One of the most common real guarantees is that the work will be performed at the proper level of quality. This is a mandatory condition that must be specified in every contract. The work performed on SEO must improve the site: the texts must be attractive to users and search engines, the site must be technically sound and accessible, and also not fall under sanctions from search engines due to the fault of the performer.
An example of a real guarantee is the possibility of a refund based on the results of the first month of work if the customer decides that cooperation is not suitable. Of course, in this case the site is restored to the state it was at the start of work. It is important to understand that such cases are extremely rare, since over many years of work a refund has not yet been required.
There are cases when more serious guarantees are offered, such as a refund of part of the funds or full compensation based on the results of 6-12 months of cooperation if the result is not achieved. However, such cases are extremely rare, since customers see the result and high quality of work. Typically, if a situation arose that required a refund, it would only be a partial refund, which would be provided in the form of discounts on future work.
Imaginary guarantees most often relate to promises about positions, traffic and leads. Such guarantees are only possible with the use of black hat SEO methods, which can lead to sanctions from search engines. Next time we will discuss such approaches and their implications in more detail.
For any questions, you can contact the SEO studio "SEO COMPUTER" by email info@seo.computer.
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