How to breed customers on SEO (response to a letter to optimizers)

    Last Sunday on Habré the topic " Open letter of a sucker to site optimizers " appeared. We could not pass by and wrote an answer.

    We are website optimizers, seo-shniks, which certainly turns us into scammers in the eyes of most hawkers.

    ZotovSergey seems to have received spam. No one likes spam. It would seem that delete and forget, but the irony is that at first from the optimizers you really can’t wait for the detailed proposal.

    In this post we will tell you what it costs and what you should not expect from optimizers before and after the conclusion of the contract.

    Site analysis

    A complete analysis of your site and business is a job that no one will do for free. As tvv correctly noted , the situation on the SEO market is such that the competition is high and there are many potential customers. This means that optimizers constantly prepare compods for potential customers, and not all of them become customers. If each compromise will include, say, a usability audit and SEO-audit of the site, optimizers will deal only with compromises until the end of their days, there will be less customers and the enterprise will become unprofitable.

    Site audit is a separate service with a separate cost. The maximum that the optimizer can do before concluding the contract is to evaluate the visibility of the site by the search engines as a whole, without analyzing the causes of possible problems. In other words, he will summarize brief statistics: the number of indexed pages, the presence in directories, etc.

    Financial guarantees

    You should not expect from the optimizer a 100% financial guarantee. If someone offers you such conditions, then he is confident in his success. Only success is a relative concept. Read the contract, it is quite possible that the seo-shnik will lead the site, for example, to the 50th place according to one request out of ten and say that the result is achieved.

    An honest guarantee is when they promise you that according to 6 requests out of 10, the site will be in the top 10 in three months. This is an adequate forecast and feasible task. (If this is not a request such as “plastic windows”, then half a year is not enough to get closer to the top 10.)

    If you are offered faster, your site runs the risk of being banned for black promotion methods, and the site will not last long if he was "taken to the top in 3 days."


    Ideally, you pay after sales. If you have an online store - just track where the buyer came from. If you accept orders by phone, you need to place a special telephone number on the website and track calls. A more advanced option is to use solutions like Reklamer and Adscontrol . If you are not ready to track sales, you pay for positions and traffic.

    The catch is that often you will still be charged a monthly fee or a monthly fee. You might think that money is simply being pulled out of you, and you are paying for nothing. In fact, the fact is that optimizers simply cannot start working without investments.

    To bring a site to the very same 6 requests out of 10 in 3 months - you need budgets. And in addition to remuneration of employees, a significant part of the budget is the purchase of paid links, i.e. money that optimizers will never see again.

    Thus, if the optimizer works with someone after payment, it means that for the first three months he promotes the site at his own expense. Therefore, it is good if the other part of the clients nevertheless covers these costs. If you are offered super-favorable conditions with payment upon delivery, then this may turn out to be a hoax. The site can be promoted by dummy requests or to drive traffic - as a result of any increase in sales you will not receive at all.

    Say what you like, but to optimize the site you need investments, and from the very beginning.

    Who then to believe?

    First of all, to your head. Check out a few offers on the market before ordering a promotion.

    If you turn to an SEO-company with a request to send an offer, a normal office will compile for you, which, at a minimum, will contain a list of search queries that your site will promote on.

    Optimizers are unlikely to tell you how to promote the site yourself, although this is not a big secret. There are books by Ashmanov (a famous Internet guru), Sevostyanov (our general) - I don’t want to promote. The key is experience and practice. Search engine ranking mechanisms are constantly changing, so you need to constantly “be in the subject” so as not to lose your position and not get a ban.

    With a transparent SEO company’s work scheme, you will know what you are paying for - for example, for the purchase of links and the pay of optimizers. As a rule, the client is given freedom in determining the budget, together with the optimizers, he chooses what requests the site will promote. The contractor limits only the lower budget line (ours, for example, amounts to 15,000 rubles per month) - otherwise the costs will not be recouped by the optimizers or the customer.

    If you decide to sign an agreement, study it carefully. Clarify what is meant by “result,” “getting into the top 10,” “targeted traffic.”

    UPD bes_internalalso recommends finding out, “what will mean the output to the top on demand. If the conclusion is the main one, then this is not always useful, because the conversion is reduced, if a person does not get on demand for a specific product.

    Require usernames and passwords along with a list of sites and directories where your site is registered. If this is not done, after changing the optimizer or changing your details, the opportunity to find burnt bridges will be difficult. ”

    Possible "pitfalls" are summarized in the presentation .

    The main thing is to decide for yourself whether you can trust the contractor.

    We hope that the post will help those interested in choosing an SEO company, and the rest will be just interesting.

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