We received an unbelievable email today in the office. It was unbelievable because it was promising number one places for Google rankings.

This isn’t the first time we have seen this type of email, and also the marketing and sales claims of SEO companies who guarantee that they can get businesses to the top of search results. The problem is with making this claim is that it is incorrect on a number of levels. Here are the reasons why.

1. Are the search terms and keywords going to get you traffic?

They may promise you number one rankings, but what is the keyword they are going to use for that ranking result? Search keywords need to be relevant to your website and also be able to have the traffic in the first place. So for instance, if you run a property company and the keyword one of these companies are going to rank you for is `flats in Surrey 2012 with 2 bedrooms’ and there is very little traffic for this particular search term, you are likely to get onto the first page of Google and other search engines, but you will have no traffic and very few conversions. This is because nobody is using this search term for your service.

2. How much is your budget?

To get to the top of Google organic search rankings is possible of course, however in very competitive markets and for very competitive search terms, you will need to have a lot of SEO work carried out for your website. This means having large budgets to spend. Many e-commerce and big brands will spend millions of pounds on their SEO work, not just to climb higher but to maintain their position in the rankings. If you don’t have a large budget, you will need to think realistically about what SEO results can be achieved within your budget. It is better to concentrate on targeted keywords that are relevant to your business and area and to spend your budget building SEO authority and momentum for a group of specific keywords.

3. What are the best keywords for your business?

Keyword research is a process to determine the amount of traffic for keywords and the competition for that particular keyword. The more traffic you get for a keyword, the more visitors you will get to your website through the search engine listings. Keyword research will help identify the search terms that will drive traffic to relevant pages of your website and also help assess the competition. By knowing what keywords will drive traffic, and who else are using them, a tighter and better SEO strategy can be planned.

4. Google is King

Ultimately Google is King. With companies promising to get you onto the top rankings of the first page, are the companies promising this going to deliver ethical results that will not be penalised by Google? SEO should always be a long-term approach and not a quick fix. Google has implemented two recent major updates to their algorithm, namely Panda and Penguin, with further updates happening all the time. These updates have hit some websites’ rankings detrimentally where spamming and automated techniques with little quality control have been implemented. Google is the only entity that can determine how high a website is ranked, and they change their criteria constantly. The answer is to implement high quality, tailored search engine optimisation that is relevant to your business and build good links with high authority and to take a long-term approach.

5. How we can help

We work with all of our clients to ensure that their SEO strategy is appropriate for their budget and requirements. Our solutions for Search Engine Optimisation in Surrey and the rest of the UK is completely bespoke using ethical techniques that won’t jeopardize your ranking with Google. We also don’t promise anything we can’t deliver and we are straightforward with what we can and can’t achieve. We have worked with clients across varying sectors and achieved great SEO rankings for them all.