Performance Related Search Engine Optimization Service is very, very interesting business model.
Let us compare it with the other forms of advertising.
Pay Per Click (PPC) is the first one that comes to mind straight away. In the PPC model, you place your advertisements for free, and pay only when someone clicks on your advertisement.
Pay Per Action is the next step, where the placement of the advertisement is free as well, and the payment is due when an action is created on your web site, like a product is sold, user have subscribed or in general – a conversion is made. Affiliate schemes work in the same way.
Both PPC and PPA are great advertising models to start with, since there is no setup cost. You only pay when the service is delivered successfully. You also pay only as much as many visitors or conversions you have made you your web site.
Applying the same way of thinking to the SEO – where it is 100% performance related SEO service has a few problems the need to be overcame for the service to work.
For SEO your site will need to be changed. Meaning SEO people will have to do it themselves or instruct you web development people on how to do it. If you have an interactive site, or an online shop, it will almost certain need to be your web developers who will need to make changes for the SEO on your site. This puts the SEO company completely at the mercy of the Web Development company. Yet the Web Developers get paid by the hour and SEO company is paid only by the performance of your web site in Google?
Would you go into the relay race (where you depend on all other guys in your team), where they are all paid for each race, and you are paid only if your team wins?
That is what a performance related search engine optimisation service really is (in most cases). And that is why performance related SEO projects fail so often.
Thanks again there is ‘The Dark Side’ of the SEO, where performance related SEO projects thrive. In most cases those are variants of the black hat SEO techniques involving hacking other web sites and placing large amounts of inbound links to your web site. The result is the instant top ranking of your web site, but in most cases fairly quick addition to the blacklist, and removal from the Google search results.
So without trying to use any scare tactics, you have to know your SEO Company very well, before accepting any kind of performance related SEO service deal.
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