What kind of SEO guarantee is not a scam?
There’s only one type of SEO guarantee I’ve encountered that is legally sound and not a scam. I might be biased because my lawyer drafted it for my consultancy, but it offers a genuine “peace of mind guarantee” to clients. Crafting such a guarantee ethically and transparently is challenging, but here’s an example of what we settled on:
Example of a legitimate SEO performance guarantee written by a lawyer as part of a terms of service contract.
What makes this guarantee stand out from most others?
- Accountability: It holds the service provider accountable for delivering relevant results, or they work for free.
- Long-term Focus: It includes long-term performance goals.
- Comprehensive Metrics: It considers all metrics indicating SEO performance, including organic revenue.
- Exclusion of Vanity Metrics: It specifically excludes granular results based on vanity metrics.
- Clear Communication: It clearly and transparently communicates what is and isn’t covered.
- No Loopholes: It avoids rankings for specific keywords with no business value.
- Legal Approval: It has been written and approved by an SEO-savvy lawyer.
My favorite part of this guarantee is that it doesn’t assume a service provider can control specific SEO results. Instead, it acknowledges that improvements in rankings and organic traffic will be natural byproducts of the services provided—as they should be.
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