Friends, the main problem with SEO today is that it is over promised, that is, people selling SEO give it more credit than is deserved today. By over promising the effects of SEO it makes it likelier for the client to be disappointed. SEO should be sold not as “the solution” but as part of the solution, in that optimization helps you, as Matt Cutts from Google says, to “put your best foot forward.” Search engine optimization is not the end all solution to search engine rankings. So when clients invest in SEO, they should not be over promised and then they are less likely to be disappointed from false generated high hopes.
I don’t know if you are up to date on the repercussions of Google’s Panda update, but today, SEO’s now have to be complete Web presence optimizers and search engine / on page keyword optimization, may at best only contribute 20% to rankings. You also need to be up to speed with some social media, in the news, with a good reputation and established authority in your industry. Your site needs to load fast, look clean and get to the point as to engage your audience quickly with your brand. And, yes, lots of links to your site are very helpful.
The practice of over promising results, by the masses of SEO’s, has given our illustrious SEO industry a serious black eye and a daunting credibility crisis. I have always tried to under promise the direct effects of SEO work and then it is easier to satisfy the customer. Unfortunately SEO also has an expectancy stigma, so what I sell sometimes isn’t as appealing to the prospect as what they are getting promised from other SEO firms, who tend more often than not, to be unable to deliver what they boasted. This problem is rampant.
So, SEO’s world wide, anent this matter, quit hyping your services and be realistic or you may burn all your bridges and some of mine too! Good luck, it is a jungle out there.