As much as we would love for everything to be guaranteed in life, unfortunately it is not the case. For sure, this is so, especially when it comes to any marketing or business venture, any entrepreneur can tell you. Nothing is assured, but we can make informed decisions based on the data and information that we have available.
No respectable marketer is ever going to ‘guarantee’ a certain level of success. They know that there is simply no way to 100% guarantee the outcome of a campaign, because there is no way to determine exactly how people will react in any situation.
That being said, if an SEO specialist comes to you trying to guarantee a certain level of results, take it as a major red flag, especially if the results seem too good to be true (they probably are). Even if they are professionals who do understand the intricacies of SEO, they may still not be able to provide you with the results without resorting to shady business practices.
In the industry, we refer to this as ‘black hat SEO’. Employing black hat SEO techniques can initially appear to be successful. But over time, you may find yourself dropping in the SEO rankings with your quality score diminished due to spammy ads and low-quality content.
Black hat techniques revolve around trying to “trick” the search engine. And as you can imagine, the search engine systems do not take kindly to deception. Once you’re in that hole, it is incredibly difficult to pull yourself out, so, it is best to just not go down that road at all.