What does 'Pay for Performance SEO' mean?

In a nutshell, it means you only pay a company if you get the result which is typically, a number 1 (or close to it) ranking in Google.

And a lot of SEO companies will give you a guarantee to entice thousands of dollars out of your pocket.

Sounds fair - if they can't produce the goods, why should you pay for it?

Black hat SEO is risky

In short, it is because there are a lot of factors involved in good (meaning high) organic search results. And because not all of those factors are within a persons control, a guarantee is likely to lead to some bad behaviour on the part of the SEO provider. It will usually involve what is known as Black Hat SEO. You might get immediate results but they won't last and what's worse you might get banned from being listed in the search engines for some time.

The only way you should part with your hard earned cash for performance-based SEO is if you are going to give the service provider COMPLETE control over the strategy and implementation - including the design of your website and its contents. And you've got to be willing to pay them if your website needs a complete redesign as part of that strategy.

The provider would have to be confident that your expectations and commitment are going to allow them to do the job properly. And you'll pay a premium for the privilege.

SEO is complex

There is no silver bullet any more.

SEO is complicated, and to guarantee good results takes time, effort and expertise. Anyone that tells you otherwise has never tried to optimise a website in any crowded, highly competitive, web savvy industry.

The search engines don't share their formulas with anyone. Google has reportedly some 200 factors that determine your Search Engine Results Page (SERP) ranking.

These include:

• A robust research based keyword strategy
• Standards compliant code
• Appropriate placement of keywords in content and headings
• Keywords in links, alt tags, file names and directory structure
• Fresh content
• Backlinks - naturally generated
• Social mentions (there is some debate about how much SEO good comes from it, but it should be part of the picture)

The more competition there is for your keywords, the harder it will be and the longer it will take to get to Google's front page - and stay there.

Many companies offering these service make it sound so good:

• Learn what I use to charge clients $2500 a day to do !
• Top 10 result in Google in just 45 minutes! - just sign up online to our Guaranteed Results System!

But it would be almost impossible for a SEO provider to guarantee a top listing in Google, Bing or Yahoo without either a conversation with you about your business, budget and expectations - unless they are resorting to Black Hat SEO techniques.

If you are approached by any SEO provider that guarantees you a result - run to the hills.