Since there are still requests from customers with the requirements of the first place guarantees for a certain time, or with tasks like “here are my ten sites, make the issuance of the first ten places to them.” The conclusions are disappointing – despite the rapid development of the SEO market, a lot of information on the topic, many do not consider it necessary to understand the basics and do not want to monitor the results of the purchased service, relying on maybe.
How can you deceive the client?
- Advancement on obviously “zero inquiries”
The customer requires guarantees and withdrawal to the top of the request and prescribes it to the contract. But the list of promoted requests prudently collected some low-frequency phrases, the advancement of which is not difficult – just create relevant pages and submit any signal to the search engines that such a page is. And after a few weeks, the report “Look, you are already in TOP on requests A, B, C!” Is presented with pride and bills are regularly issued. Although in reality they do not bring, not one visit, since no one is looking for them, therefore, they have zero value.
- “We guarantee you TOP or refund money!”
There are many such slogans, “in TOP for 1 day”, “first places in one month” and others. No one can guarantee the withdrawal of requests, the guarantee of a result is a deception. There were options to “guarantee” the first page in the search, buying out lateral contextual advertising with a very low CTR. Accommodation there is a penny and the contract is all clean – on the first page.
You can move to the top through the doorway for a few days, but it will be short-term, after which the inevitable ban will follow. Concerning the return, think logically: if the agency was really engaged in promoting the site, that is, paying employees a salary, investing in writing dozens of texts, reference, how?
- “Look, traffic growth in 1000%!”
Used to traffic traffic and even conversions. There was a real example when when the contractor changed, traffic and “purchases” increased dramatically. The truth then turned out that the goals were slightly corrected and when the bot went to the page “thank you page” the conversion was counted. With already existing serious sales volumes, an increase of 10-15% is seen very well on the chart as a positive result, but not immediately checked by fact – there were 5,000 sales from the site, it was 5500. The chart is beautiful, but in reality there were none. And money, of course, too. Sometimes everything is done a little more complicated, the traffic really is, and indeed from the search, but for irrelevant queries that have nothing to do with sales. An example for understanding: in the blog there is an article “how to fix the encoding in Excel”, the problem is frequent, the article has hit a number of queries in the top, there are visits, but these are non-purchase oriented visitors.
- “Yes, you have other links, but this is such a part of the promotion”
The most striking thing with which I came across this is the placement of a link unit on the site. The company explains to the customer that this is a promotion strategy, they just use link exchange and so the site will quickly go to the top. That is, a frame is placed in which links to other sites are generated, and the client site acts as a reference donor. This is the height of cynicism. In fact, of course, no one is promoting anyone, at best it builds a grid for exchanging links with actual customers, in the worst links from the site they just sell. That is, instead of optimizing the client becomes a donor “SEOs” also pays for the promotion. It’s amazing.
And of course we do not take into account when nothing is done at all. That’s really all and nothing at all. Even when requests are cast into automatic promotion systems, it’s something, but it happens that they just took the money and the work ended there.
- “I am paid by Google, so I do not charge you the cost of setting up the campaign”
This does not correspond to reality – Google does not pay commissions to agencies. For agencies, coupons for replenishment of the campaign account are given out. For example, you pay a balance of 2000 UAH, and another 2000 UAH. is compensated from Google. This is done for advertising purposes to attract new customers to the context. Thus, you can invoice in 4000 UAH., From which you really see in the panel the 4000 UAH, but of which the agency spent only 2000 UAH.
Of the interesting cases – the transfer fee for the account. That is, while the account is with the agency, you pay only the amount of replenishment of the balance, but if you want to transfer it to yourself, then immediately a large amount will be billed – “there is used the know-how for which we want money.” And the account is transferred adjusted, but without statistics. In reality, the amounts on the balance were paid less than those that were paid.
Sometimes access is not provided to Google AdWords – but to your own context control panel. Since Google provides an API, this is not difficult to do, but in the process of outputting data, the client uses a wired data multiplier. That is, roughly speaking, the figure “spent on the ad” is displayed with a coefficient of * 20%.
Follow the analytics of visits / positions yourself, understand at least the basic parameters of viewing Google Analytics, Google AdWords, and, of course, trust only proven SEO agencies.