1st Page Google Guarantee… You Have Been Warned!
How often have you heard from a digital marketing firm ‘We GUARANTEE we’ll get you onto the first page of Google’? I’m guessing more than once.
It sounds great doesn’t it? I mean who wouldn’t want to be on first page on Google? Also – surely it’s no risk, if it’s guaranteed and they don’t get me there, I don’t pay right? So what is there to worry about?
Often the ‘too good to be true’ offer from XYZ may look something like this:
You get 10 x Keyword Phrases (mutually agreed). Pay only $10 per month for these phrases, and nothing more if they can’t get any phrases to page 1 Google. For any agreed phrases they can get there, it’s $900 per phrase.
What! $900! Heck I’d better get a return on that! No problem they say.. just look at the statistics on Google! (For this example, let’s use companies that recondition auto transmissions).
Example Keyword Phrase ‘certified automatic transmission builder’
Would you agree that this would be a useful keyword phrase if you performed those services?
Let’s see what comes up in Google when we perform this search:
Great! There’s plenty of companies out there on Google coming up when we search for this, many of which appear to legitimately offer this service. We’ll take it please! But wait… how many searches are going on for this XYZ company Guaranteeing First Page Google?
Sure – we’ll show you. Wow! Around 3000 average searches per month for that Keyword Phrase over the last 12 months. Check the graph!
Hmmm… So if I can get on page one, and get only 10% of those searches clicking on my website (300), then say 10% of those make an enquiry (30) if say we win a third of jobs we quote on, so 10 new jobs a month… average job value $1000, then that’s $10,000 new business for a $900 investment. That’s a no brainer!
Ahhh, if only it was that simple. Unfortunately, you’ve just been the victim of a clever little hustle. What they’ve failed to do is show you the WHOLE Google Keyword planner data, instead they’ve highlighted the bits that look great to lure you in.. Let’s take a look at the rest of the graph:
As you can see, there’s a bit more to the data. When we look at the actual number of searches going on for the Keyword Phrase, we see ‘ – ‘, or in otherwords, nothing, or a number too small to register as relevant data with Google.
Hold on, but what’s with the Graph showing 3000 average monthly searches? If you look at the bottom right, this number is made up of 566 different Keyword Phrases that Google believes relate to your search.
So – the ACTUAL number of searches for your mutually agreed Keyword Phrase is….. ZERO. Let’s do the maths again – well, there’s no need to really, because any percent of Zero still equals Zero. So, this is a phrase that we’d say is highly commercially unviable, meaning no one is searching for it, so you won’t get any contacts for it.
And I can tell you now, for such a long tail, low competition keyword phrase such as our example, I could call any one of those companies on page one for that phrase, offer them a guarantee to get them on page one and achieve it….by doing nothing at all!
So is appearing on Google Page 1 worth it? Of course it can be! For the right phrases that are meaningful and may result in quality visits to your website, success for which often comes from hundreds of keyword phrases that are actually being searched for and are relevant to your business.
So, you have been warned. My advice – avoid companies that offer anything with the word ‘GUARANTEED!’ in their packages, it’s usually marketing speak for ‘We Gotcha!’.