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SEO PackagesSEO Packages
Buyer BewareBuyer Beware
All too often, I have new clients shareAll too often, I have new clients share
the “strategy” theirthe “strategy” their
previousprevious SEOSEO company/consultantcompany/consultant
had suggested (or worse –had suggested (or worse –
implemented) and it’s some sort of aimplemented) and it’s some sort of a
package deal. Often, these packagespackage deal. Often, these packages
incorporate severelyincorporate severely outdatedoutdated
tacticstactics, many of which might have, many of which might have
been at least marginally effective inbeen at least marginally effective in
the past, but are toxic today. Butthe past, but are toxic today. But
that’s not the worst part of thosethat’s not the worst part of those
packages.packages.
It’s sad to hear from the owner of aIt’s sad to hear from the owner of a
relatively small but successful siterelatively small but successful site
that was generating a few thousandthat was generating a few thousand
dollars per month until recently, thendollars per month until recently, then
suddenly, they’re considering asuddenly, they’re considering a
couple hundred dollars their norm.couple hundred dollars their norm.
Even sadder is having to explain toEven sadder is having to explain to
them that it happened because theythem that it happened because they
made a poor choice – one that wasmade a poor choice – one that was
totally avoidable.totally avoidable.
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2. I’ve had many of the emails sharedI’ve had many of the emails shared
with me by which they werewith me by which they were
prospected. My own junk folder evenprospected. My own junk folder even
picks up one now and then. Here’spicks up one now and then. Here’s
one I recently received, that’s fairlyone I recently received, that’s fairly
typical:typical:
Hello,Hello,
We are offering S.E.O.We are offering S.E.O.
services for your website.services for your website.
which will help you towhich will help you to
improve yourimprove your Google,Google, Yahoo,Yahoo,
and Msn and other searchand Msn and other search
engine rankings.engine rankings.
Monthly Task andMonthly Task and
responsibilities: -responsibilities: -
1. 150 Directory submissions150 Directory submissions
2. 1010 Social BookmarkingSocial Bookmarking
SubmissionsSubmissions
3. 10 Article Submissions (110 Article Submissions (1
article x 10 articlearticle x 10 article
directories)directories)
4. 10 Press Release10 Press Release
Submissions (1 press releaseSubmissions (1 press release
x 10 press release websites)x 10 press release websites)
5. 10 Blog Submissions10 Blog Submissions
6. 1 unique, 400 word article1 unique, 400 word article
writtenwritten
7. 1 unique, 400 word press1 unique, 400 word press
releasesreleases
8. 15 One Way back links with15 One Way back links with
mixmix PRPR
9. Meta tagsMeta tags changeschanges
suggestionssuggestions
10. Keyword researchKeyword research
11. Competitor AnalysisCompetitor Analysis
12. Heading tag changesHeading tag changes
13. Alt tag changesAlt tag changes
14. Interlinking whereverInterlinking wherever
required.required.
15. Keyword density in siteKeyword density in site
content.content.
16. HTML Site MapHTML Site Map
17. XML site map andXML site map and
Submission in webmasterSubmission in webmaster
tooltool
18.
Our Best rates for this are: –Our Best rates for this are: –
USD 150 per month perUSD 150 per month per
project at beginning of everyproject at beginning of every
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3. month.month.
Please let us know in casePlease let us know in case
you are interested.you are interested.
Thanks & Regards,Thanks & Regards,
[Name charitably withheld][Name charitably withheld]
Business DevelopmentBusiness Development
managermanager
Now, sometime during the lastNow, sometime during the last
decade, parts of that package woulddecade, parts of that package would
have been effective for most sites.have been effective for most sites.
Parts of it are evenParts of it are even stillstill effective foreffective for
most sites. But I think most of usmost sites. But I think most of us
know which of those are outdated,know which of those are outdated,
hence, toxic to nearly any site. (Ihence, toxic to nearly any site. (I
saysay nearlynearly any site, because thereany site, because there
are aare a fewfew niches which seem to beniches which seem to be
100 percent filled with sites100 percent filled with sites
practicing such techniques, so itpracticing such techniques, so it
really has no bearing on thereally has no bearing on the SERPSERP
placement of any site.)placement of any site.)
So let me address these “So let me address these “SEOSEO
servicesservices” in a very general fashion:” in a very general fashion:
Honestly, the first eight items are, forHonestly, the first eight items are, for
the most part,the most part, crapcrap! For a website,! For a website,
they have the potential of beingthey have the potential of being
absolutely disastrous.absolutely disastrous.
Would you assume this person hasWould you assume this person has
the ability and the motivation tothe ability and the motivation to
single out site directories, articlesingle out site directories, article
directories, blogs, PR sites, anddirectories, blogs, PR sites, and
social bookmarking sites that aresocial bookmarking sites that are
both safe and effective? For any site?both safe and effective? For any site?
In any niche? (At $150/month, I doubtIn any niche? (At $150/month, I doubt
many would realistically expect a lotmany would realistically expect a lot
of specialized effort on your part.)of specialized effort on your part.)
At $150, should you also expect thatAt $150, should you also expect that
the keyword research and competitorthe keyword research and competitor
analysis will be performed to aanalysis will be performed to a
granular level? And that the qualitygranular level? And that the quality
of the press release and article willof the press release and article will
be of decent quality? Ideally, inbe of decent quality? Ideally, in
comprehensible English?comprehensible English?
This spam email demonstrates thatThis spam email demonstrates that
he hasn’t got a clue which oldhe hasn’t got a clue which old
techniques are now high-risk, low-techniques are now high-risk, low-
yield. I tend to judge a book by itsyield. I tend to judge a book by its
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4. cover in such situations. Anyone whocover in such situations. Anyone who
markets themselves in such a sloppymarkets themselves in such a sloppy
and outdated fashion, isand outdated fashion, is notnot on myon my
short-list of marketing hires.short-list of marketing hires.
Why Cookie-Why Cookie-
Cutter PackagesCutter Packages
Don’t WorkDon’t Work
The real point: a cookie-cutter recipeThe real point: a cookie-cutter recipe
isn’t going to work for just any site.isn’t going to work for just any site.
In fact, an argument could be madeIn fact, an argument could be made
that no such package is likely tothat no such package is likely to
work ideally for more than one orwork ideally for more than one or
possibly two sites, and even then,possibly two sites, and even then,
only if they’re identical in terms ofonly if they’re identical in terms of
niche, market, quality and a handfulniche, market, quality and a handful
of other factors. Oh, andof other factors. Oh, and
aa hugehuge amount of blind luck.amount of blind luck.
Any reputable SEO, in my opinion,Any reputable SEO, in my opinion,
will first look at a site to get at leastwill first look at a site to get at least
a snapshot of what areas needa snapshot of what areas need
attention or can be better developed,attention or can be better developed,
before proposing a strategy. Ifbefore proposing a strategy. If
they’re willing to quote a price, sight-they’re willing to quote a price, sight-
unseen, I would say that one of threeunseen, I would say that one of three
possibilities exist:possibilities exist:
They haven’t got a clue what they’reThey haven’t got a clue what they’re
doing (which sadly, is often thedoing (which sadly, is often the
case).case).
They’ve priced themselves sufficientlyThey’ve priced themselves sufficiently
high to allow for virtually anyhigh to allow for virtually any
contingency.contingency.
They’re too stupid to be allowed toThey’re too stupid to be allowed to
play with either a keyboard or sharpplay with either a keyboard or sharp
instruments.instruments.
Ideally, if a client’s site seems toIdeally, if a client’s site seems to
need extensive on-page work, I’ll beneed extensive on-page work, I’ll be
able to talk them into a medium-levelable to talk them into a medium-level
audit. That allows me to quantify theaudit. That allows me to quantify the
hours I expect to have to dedicate tohours I expect to have to dedicate to
each task. But even without thateach task. But even without that
audit, I’ll still do enough checking onaudit, I’ll still do enough checking on
my own, to be able to put forward amy own, to be able to put forward a
decent guestimate of what’sdecent guestimate of what’s
required, before I begin a statementrequired, before I begin a statement
of work and pricing.of work and pricing.
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5. I can’t imagine quoting the sameI can’t imagine quoting the same
fixed dollar amount for the additionfixed dollar amount for the addition
of alt attributes to both an eight-of alt attributes to both an eight-
page mommy-blog and to Amazon.page mommy-blog and to Amazon.
But selling SEO packages isBut selling SEO packages is
essentially doing just that. Differentessentially doing just that. Different
market demographics, niches,market demographics, niches,
product type, marketing style,product type, marketing style,
business model and a host of otherbusiness model and a host of other
criteria demand an individualizedcriteria demand an individualized
strategy for every site.strategy for every site.
Caveat EmptorCaveat Emptor
Unfortunately, many site owners lookUnfortunately, many site owners look
for help with their websites withoutfor help with their websites without
knowing enough about the sort ofknowing enough about the sort of
help they need to enable them tohelp they need to enable them to
make informed decisions. They eithermake informed decisions. They either
fall for a scam and take a beating,fall for a scam and take a beating,
hopefully learning somethinghopefully learning something
valuable in the process, or they dovaluable in the process, or they do
their own due diligence in an effort totheir own due diligence in an effort to
avoid a beating.avoid a beating.
When they fall for bad SEOWhen they fall for bad SEO
packages, the least that’ll happen ispackages, the least that’ll happen is
that they’ll waste their money. Often,that they’ll waste their money. Often,
they’ll also suffer long-lasting losses,they’ll also suffer long-lasting losses,
as they spend months trying toas they spend months trying to
recover from a penalty – the onlyrecover from a penalty – the only
tangible result of their SEOtangible result of their SEO
investment. Another result, nearly asinvestment. Another result, nearly as
tangible, is the bad taste left in theirtangible, is the bad taste left in their
mouth by what they consider to bemouth by what they consider to be
SEO.SEO.
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6. That, as we all know, reflects poorlyThat, as we all know, reflects poorly
onon allall SEO professionals, not justSEO professionals, not just
thethe asshatsasshats. It makes it more difficult. It makes it more difficult
for the rest of us to close a deal, gainfor the rest of us to close a deal, gain
the trust of our clients and deliverthe trust of our clients and deliver
the results we know are possible.the results we know are possible.
As far as I’m concerned, silence is asAs far as I’m concerned, silence is as
bad as condoning. I don’t condonebad as condoning. I don’t condone
idiots taking advantage of clients, soidiots taking advantage of clients, so
I have no intention of being silent onI have no intention of being silent on
the topic.the topic.
I also don’t hold site owners innocentI also don’t hold site owners innocent
of failing to inform themselves. Thisof failing to inform themselves. This
is the Internet Age, people! Virtuallyis the Internet Age, people! Virtually
anything you want to know can beanything you want to know can be
found with a few keystrokes.found with a few keystrokes.
If you’re not willing to invest the timeIf you’re not willing to invest the time
and thought necessary, you deserveand thought necessary, you deserve
a lot of the blame. You could finda lot of the blame. You could find
some good resources with a quicksome good resources with a quick
Google search for “SEO bestGoogle search for “SEO best
practices organizations”.practices organizations”.
ConclusionConclusion
I doubt that most people would buy aI doubt that most people would buy a
used car without checking it out first.used car without checking it out first.
Or a house, a surgeon’s services or aOr a house, a surgeon’s services or a
babysitter. Doesn’t your livelihoodbabysitter. Doesn’t your livelihood
deserve at least as muchdeserve at least as much
consideration?consideration?
You don’t have to become a carYou don’t have to become a car
mechanic to inform yourself aboutmechanic to inform yourself about
known service problems, poorknown service problems, poor
performance, or lousy gas mileage.performance, or lousy gas mileage.
You just need to make the effort toYou just need to make the effort to
investigate whether what your beinginvestigate whether what your being
offered is typically consideredoffered is typically considered
acceptable.acceptable.
The same is true of selecting aThe same is true of selecting a
reputable SEO. Do your homeworkreputable SEO. Do your homework
and protect your investment.and protect your investment.
Thank you for visiting.Thank you for visiting.
Andrew RadicsAndrew Radics
Original ArticleOriginal Article
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