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01.17.08
SEO Agency / Consultant Site Sins
 By
Scott Boyd
Just before I start yet another post pointing out flaws here, there and everywhere, I'll stick my hands up and say I'm as guilty of this as anyone else.
Cliched statements and claims that tend to be found on SEO agency / consultant sites - stuff that is usually written as a sales pitch, but if we thought about it carefully then we probably wouldn't do it.
In no particular order…
1. "Avoid bad neighbourhoods"
Other than being sooooo 2004, this statement holds no real meaning for potential clients. This is a SEO concept and really only adds another layer of confusion to an already complicated industry. SEO is still greatly misunderstood by many clients - the industry seriously needs to work on educating consumers and statements like this just serve to complicate matters.
The concept of a bad neighbourhood is still important within the SEO process - but note the key word there - "within". It shouldn't be part of initial contact - it should be part of the post sale education process (or part of a concerted effort by the industry to educate clients in general).
2. We are the top agency in [insert vague reference to a number one ranking]
An SEO claiming they are the top anything because they have a number one ranking for an agency related term is just plain silly. Top rankings for terms like "SEO agency" and so on are great and certainly should be used to show your strengths as an SEO.
But think carefully about how you word your statement - equating a top ranking to "being the best" can be taken the wrong way by less savvy clients. Worst still, the statement may hold negative connotations for more savvy clients who understand that top rankings don't necessarily equate to top quality. Would a savvy client hire a SEO who doesn't appear to understand this difference?
There's highlighting your strengths and achievements - and there's taking it too far. Sometimes the "yeh, yeh we're brilliant, YEH!" approach isn't always appropriate.
3. Buyer's guides (in general)
Reputable and impartial organisations can justify pushing buyer's guides to consumers - companies with clear bias really shouldn't. This is just my personal opinion and I'm sure some will disagree. I just don't think it's appropriate for a site selling the service they are "advising" people how to buy. And I also don't believe that many consumers will view it in a good light - a fake sales pitch can be as negative as a good sales pitch can be positive.
4. Outdated or inappropriate auto generated copy (aka laziness)
I just looked at the site of a UK based SEO agency and their SEO process page (where they outline the project process for potential clients) - there's some default text at the bottom that gives the article date (2002) and a disclaimer saying that it doesn't necessarily match the current opinions / views of the company.
What kind of mixed message does that send out?
5. Outdated examples of work
Basically, showing examples of work that no longer are appropriate (either the client has left or the rankings lost or both). I've seen examples on agency sites that haven't ranked as the site claims for over 3 years.
Continue reading this article.
About the Author:
Scott Boyd (aka Marketing Guy) is an Edinburgh based online marketing consultant with over 6 years experience in the industry. He is the founder of SEO agency eFlaunt, where he mixes a
blend of traditional marketing and SEO.
Scott's musings relating to the marketing and SEO industries can be found on his blog - Fused Nation.
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