Why You Should Avoid SEO “Packages”
Why you should be wary of buying SEO packages, and what that even means. Before we get into today’s blog post, let me tell you a little story. We had a prospect approached me for helping their manufacturing company gain in search rankings. Now this company is from out of town. They’re competing with manufacturers allover the place.
A Little About the Prospect
They are an OEM manufacturer, meaning they create original equipment that they sell to other manufacturers higher up in the chain. And in the past,they had worked with one of these low-cost SEO agencies that you might find in developing countries. And there’s nothing wrong with that, there’s a lot of good people out there. But the company that they worked with in the past, it didn’t really deliver the results. So they were looking, they’re out there looking again [for SEO help]. My contact at the company basically said that it came down to SEO and this other company. One of the things that was a factor was price. Now, my contact at the company, they weren’t the one making the buying decision.
The CEO of the company was actually making the decision, but they were advocating for us. So, the company in the end,they did end up going with this other more generalized SEO company, because they sold them a package. And even though the contract was for a much longer period, the monthly retainer was less. One of the things that I saw in this particular SEO company, and it’s something that I see in SEO companies that are here as well, is this idea that you’re going to sell packages of stuff, and each month you’re going to get “X” amount of stuff. One of the things that I fiercely believe in is that THIS is the wrong thing to focus on. I understand why people do this, but I want to explain why people get frustrated with the results that they see from purchasing these types of SEO packages.
Consequences of Buying a Package:
Now let me preface this by saying as well, I do believe that this company that I was talking with, I do believe that they’re going to come back and do business with us this time next year. And the reason why I say that is, what they are selling is basically is a ten month contract. In the first month, they would soon perform page optimization, so I’m assuming [that means] tweaking the title tags and making sure there’s keywords on the page. Then the other nine months was just link building, and creating infographics. Also, I think right in the middle [of the contract], they were going to redesign their site too. So, that’s basically it.
The only things they were going to do is: one month of on-page optimization, redesign the site, nine months of link building. So where I have a problem with this is: Let’s just say for the sake of round numbers that the package that they were selling is, we’re going to build you forty links a month, and it’s going to cost you a thousand dollars a month. So the problem with this is, instead of focusing on building the client’s business, and building the RIGHT type of links, and making sure that you’re creating the right type of content, and doing outreach to the right people that are going to be able to drive traffic to the site, and building links where their buying audience is actually going to read — I can tell you beyond a shadow of a doubt that most of links that they’re going to get are going to be low quality, and they’re not going to move the needle.
All Links are NOT Equal:
Here’s why. Here’s the thing: not all links are created equal. Not every single link to your site is going to have the same effect. Some links to your site are going to have a greater effect than others. Google has a patent on a technology that would basically figure out the probability of people visiting a link on a given page.
Say for example, that you’re building a link on a page that maybe one or two people a month visit, and the probability of people clicking on a link on that page, and visiting a website from that link is pretty low. But on top of that, the [linking] site itself might have little or nothing to do with the page that its linking to. These types of links are going to be very low value when it comes to link building.
But let’s say that you’re building a link on a page that is closely related to the page that it’s linking to, PLUS it has a robust amount of traffic per month, and the probability that somebody’s going to click on that link on that page is pretty decent. Those types of links are going to be more valuable in Google’s ranking algorithm, than a random link on a random page that gets no traffic. The reason why I say this: companies don’t put patents on things unless they intend to use them, or at least explore using them, and seeing how effective they are in their business model.
SEO Companies Vs SEO Packages:
Back to SEO packages: what happens a lot in these SEO companies, it’s basically a lot of outsourced work. You’re getting a lot of people just trying to fulfill stuff. The idea is, you sign up as many clients as you can, and you’re selling them links, to where you can point at a report each month saying, “Look we built you 40 links. That’s what you paid for; that’s what you got. ” The problem is, most of these links are going to be low-quality. So for example, I did a little bit of research. The prospect company that I was talking to before, the reason why I say I know they had worked with another SEO company in the past, that was also a low-cost, low-quality provider, is most of the backlinks in their current profile were from things like: blog comments, forum profiles where you get a link in your profile, a lot of random links that nobody’s ever going to visit, and that nobody’s ever going to click on, that are probably on spam pages anyway.
Because I get a lot of these spam comments on my site, and you probably get a lot of spam blog comments on your site as well. If it’s any type of moderated site, a lot of those [spam comments] go straight to spam [folders]. So think about the types of sites that allow just random blog comments, that are completely unrelated to the article. These are the types of links that you’re paying for when you’re paying a thousand dollars a month, to a random company. So, [let’s discuss] the other types of links that are really popular to build. Say you’re building an infographic, and then you’ll cold email a thousand businesses with a blog and try and get them to post that on their site, with a link back to the client’s site.
I get a lot of the same requests. So,the infographics, unless it’s something that’s really helpful and really catches the attention of a lot of people, and somehow goes viral, those are probably not going to get a lot of links from that either. Then, what these SEO companies are going to do — the next trick that’s in their arsenal,is they can build links by creating a bunch of fake Medium profiles. Com blog profiles — so basically creating a bunch of free blogging profiles, to where they can throw up some random articles on a site, and then link to the client’s site.
Or maybe, they buy a bunch of dropped [expired] domains, then they create some random sites from scraped content, throw in some links to the client site. Again,these are going to be very random pages, that almost nobody’s going to ever visit. Nobody’s ever going to click on those links, but it satisfies the contract of actually building these links. This is what a lot of these companies are building. Again, they’re links that are not going to move the needle in any sort of way.
They’re not going to do any sort of brand building for you and your company, and in the end, your SEO is going to be stuck in the same place that it was before. So, the last thing that a lot of these SEO companies will do, is they’ll email people like me, and my friends, and everybody else in the marketing world, or anybody who has a blog, period — and they’ll say, “I notice you have a blog.
We’d like to guest post on your site, and we’ll pay you 30 bucks for an article to guest post on your site. ” Now,most people that I know will just flat-out delete that garbage. But there are people out there that will say, “Okay, yeah sure, I’ll take 30 bucks to put a guest post on my site. ” And that’s where they insert the link back to their client’s site. Again, if there’s no context between the site that’s linking, and the site that’s being linked, this is going to be a low-quality thing. What these companies should do instead is focus on ways to build the actual company brand with a multi-faceted approach for these companies. Content is one way; links are another way. But in my experience, you’re not going to get a lot of links to your site without content that is unique, and answers questions that people have. You’re going to have to understand the market of the business that trying to help. So that was the the third thing that I noticed about a lot of these SEO package deals. None of them actually do a SEO audit of your site. They don’t actually take time to understand your business, or they service multiple different verticals. They might be servicing all kinds of random verticals, from health to education to transportation. Your manufacturing site might be the very first site of that type that they’re actually trying to do SEO for. So they actually don’t understand your industry.
They don’t have any actual experience in making those sites rank. So that is a problem. I’m not trying to pick on anybody from any one particular location. There’s a lot of SEO companies that do this in the USA as well. Again, I’ve had clients show me a lot of the materials that these companies send out, and there will be things on their list like, “we’ll put Google Analytics on your site”or “we will set up XML sitemaps” and you might actually already have those things in place. To go back to a video I did very recently, SEO for each site is a little bit different. You can’t simply make blanket statements. What this site needs over here to rank might not be what this site needs over here. That’s why it’s very important at the very beginning to do an in-depth SEO audit of the entire site, and actually see what the strengths and weaknesses are.
See who they’re going up against, see what deficiencies that they have, that you need to fill up — without just saying, “we’re going to sell you 40 low-quality links per month, and redesign your site, and maybe tweak your titles and descriptions, and that’s it. ” In my experience, and from what I’ve seen from talking to clients, from talking to different people, that is why people are so sour on SEO. It is because they don’t understand that there is a difference between the cheap companies that treat every customer exactly the same, and they don’t really understand your business they and they are not looking at what is wrong with your site.
This is why, I don’t like packages, SEO packages — it’s why I don’t like website packages! You’retrying to lump everything into the same box, and treat every website and every business as though it was exactly the same as every other business and every other website. That is simply not the case. The prospect that I was talking to, I 100 percent — no, two hundred percent — believe that they will be calling me back a year from now, when their current contract runs outwith this current SEO company.