Clients have every right to be skeptical about internet marketing companies. The industry is full of cowboys, scammers, and wannabes.
We know. We’ve been watching them operate for 30 years.
What Sets Companies Apart
It’s not pricing. It’s not the services listed. It’s not even years of experience.
It’s transparency. Ethical practices. And the willingness to say “I don’t know” when we don’t know.
Trust builds over time. It’s a two-way road. You can’t buy it with a sales pitch.
The Expert Problem
Anyone can call themselves an SEO expert. They can throw around terms and tactics that sound impressive to people who don’t know better. They can make heads nod with theories they’ve never actually tested.
But here’s what we’ve learned:
Almost everything you read about SEO is not based on research or reality. It’s theories picked up from other “experts” who picked them up from other “experts.”
Nobody bothers to test whether the claims are true. Why would they? It’s easier to repeat what sounds good than to do the hard work of verification.
Our Rule: Test First, Then Talk
We don’t confirm that something works unless we’ve tested it ourselves. Not read about it. Not heard about it at a conference. Actually tested it.
This takes longer. It means we can’t claim to know everything. It means we sometimes have to say “the common wisdom is wrong.”
We’ve written extensively about what we’ve actually tested versus what the echo chamber claims. The gap is often surprising.
How to Spot the Cowboys
They promise fast results. (Real SEO takes time. Anyone promising quick wins is either lying or using tactics that will backfire.)
They can’t show proof. (Ask them to demonstrate their claims. A real company can point to real examples.)
They use references you can’t verify. (Fake testimonials are rampant. Real results can be checked.)
They speak in absolutes. (“This always works.” “Google definitely does X.” Anyone who talks like this doesn’t understand how complex and constantly changing this field is.)
A Simple Test
If you’re skeptical – and you should be – here’s what to do:
Pick a website that doesn’t matter to you. Ask the company to work on it. See what happens.
If the site tanks, no real harm done. If it thrives, you’ve found someone who might be worth trusting with something that matters.
Don’t believe claims. Demand proof. Ask questions. Push back.
The good companies will appreciate your diligence. The cowboys will move on to an easier target.
That’s how you can tell the difference.
