I was a car salesman once and I know many of the tricks used car salespeople play in order to make a sale.
“This car has no problems” they say, “I guarantee it won’t break down for at least another two years”. Then when you purchase the car, they have you sign an “AS IS” form.
“What is this?” you might ask.
“Well… this is what the state requires we have our clients sign because you’re buying a used car.”
Not true. They sell you the car “AS IS,” which means when you drive off the lot and the car breaks into two pieces, you’re the owner of the bigger piece. And this is only a small trick.
Covering the check-engine light with black tape, selling a car that has an engine with only three out of its four cylinders in working condition and pouring special engine oil to cover up its noise are some of the other tricks.
But I’ve always believed honesty is more important than making a buck. And I tried to be different as a car salesman. I would tell the client if a car was having issues. I would tell them they could drive the car and, if it broke down within a week, we’d pay the repair fee. This attitude helped us sell more cars than any other lot on Colfax Avenue.
When I entered the SEO world in 2003, I realized a lot of the so-called SEO experts were acting like used car salespeople. The difference was that the SEO experts could get away with it much easier than the car salespeople, as most ordinary people have no clue about SEO (while many people know at least a little bit about cars).
I have previously written on how SEO experts try to trick you and the stupid mistakes people make when choosing an SEO company. These articles rest on just the tip of the iceberg. There is a lot more involved in the SEO process than the average person can ever understand.
Only a trustworthy company with a positive track record can help you achieve your SEO goals without giving you headaches.
Soon, I’ll write a post laying down some of the easy ways you can research an SEO company or expert before committing to them.