The Truth About SEO Guarantees (And Why They’re a Red Flag)
Let’s be honest – as a UK small business owner, you’ve got enough on your plate. Between juggling customers, cash flow, and (for some of us) that dodgy kettle in the office kitchen, the last thing you need is to be misled by empty promises from an SEO company.
And yet… there it is, bold as brass on someone’s website:
“We GUARANTEE you’ll be on page one of Google in 30 days – or your money back!”
Sounds tempting, doesn’t it?
But here's the truth:
SEO guarantees are a massive red flag. Not a mild pink warning. Not a gentle nudge. A full-on, flapping-in-the-wind, sirens-blaring, run-for-the-hills kind of red flag.
In this post, I’m going to walk you through exactly why that is – and what really matters when choosing an SEO partner.
We'll break it down in plain English, with real examples, some hard truths, and a few laughs along the way.
What Does an “SEO Guarantee” Actually Mean?
On the surface, it sounds reassuring. A guarantee. Like a nice jumper from M&S: if it shrinks in the wash, you can take it back.
But SEO isn’t knitwear.
When an SEO company says they “guarantee” results, they’re usually talking about one of two things:
Guaranteed Rankings – “We’ll get you on page one of Google.”
Guaranteed Traffic or Leads – “We’ll increase your traffic by X% in 3 months.”
Now, let’s have a quick reality check.
1. Can Anyone Guarantee Google Rankings?
No. And if they say they can, they're either lying or using dodgy tactics.
Google themselves say this in their Search Central documentation:
"No one can guarantee a #1 ranking on Google."
Even if you pay top dollar. Even if you have the fanciest website on the internet.
Why? Because Google’s algorithm is secret. Ever-changing. And influenced by over 200 factors – including some that are completely outside your SEO agency’s control.
Things like:
Your competitors and what they’re doing
How users behave on your website
Changes in Google’s algorithm (and they happen all the time)
Your location, device, and even search history (yes, Google personalises search results!)
So unless the SEO company owns Google (spoiler: they don’t), they cannot make ranking guarantees in good faith.
2. Guaranteed Traffic or Leads?
Sometimes, you’ll see SEO companies promise a certain percentage increase in website traffic or enquiries.
This is sneakier – because it sounds more reasonable.
But it’s still dodgy.
Let me explain with an anecdote…
🧑🍳 The “Guaranteed Results” Sandwich Shop
A local sandwich shop in Surrey hired a budget SEO agency that promised them “100% more traffic in 60 days.”
Sounds great, right?
Well, the agency delivered. Technically.
They ranked the website for irrelevant, low-competition keywords like “how to make a ham sandwich” and “funny sandwich names.” Suddenly, the site had traffic… just not from local customers. Mostly from American teenagers doing homework.
Result? Traffic doubled, conversions didn’t.
That’s the SEO equivalent of selling salad cream to someone who wanted steak.
So… Why Do Some SEO Companies Still Offer Guarantees?
Because they know you’re feeling overwhelmed.
They know SEO can sound complicated.
And they know a “guarantee” feels safe.
It’s a clever marketing ploy. But in reality, there are three types of SEO companies that offer guarantees – and you’ll want to steer clear of all of them:
Type 1: The Keyword Gamblers 🎰
They guarantee you’ll rank… but only for pre-selected keywords that no one’s searching for.
“Congratulations! You’re number one for ‘high-quality bespoke artisan widgets for sale in Northamptonshire’!”
Pity no one’s typed that into Google since 2009.
Type 2: The Black Hat Cowboys 🤠
These folks use unethical tricks (called “black hat SEO”) to get short-term results – like buying spammy backlinks or stuffing keywords.
Yes, you might rank quickly.
But once Google catches on (and it will), your rankings can vanish overnight. Worse, your site could get penalised – making it harder to recover long-term.
It’s the SEO equivalent of crash dieting on cabbage soup: not healthy, not sustainable, and makes your business a bit smelly.
Type 3: The Fine Print Magicians 🧙♂️
Their “guarantee” is full of clauses.
You only qualify if you:
Stick to their strict contract
Let them control your website 100%
Choose from their pre-approved keywords
Don’t ask any difficult questions
They’ll have more asterisks than a football league table.
What Should You Look for Instead?
Okay – so guarantees are out. What should an honest, trustworthy SEO provider give you?
Here’s your checklist:
✅ Clear Expectations, Not Promises
A good SEO agency will tell you:
What they’re aiming for
How they’ll measure success
What timeframe is realistic
What you need to do on your end (yes, SEO is collaborative!)
For example:
“Based on your site and current position, we expect to see ranking improvements for local search terms within 3–6 months. We’ll monitor clicks, impressions, and conversion rates monthly to track progress.”
That’s honest. It sets realistic goals. No unicorns involved.
✅ Transparent Reporting
You should get regular reports (monthly, usually) showing:
Keyword movements
Traffic changes
User behaviour (bounce rates, time on site, etc.)
Conversion rates
And – most importantly – what the agency is doing each month.
Avoid anyone who says “just trust us.” Trust is earned with transparency.
✅ Focus on ROI, Not Just Rankings
Rankings don’t pay the bills. Customers do.
So a good SEO strategy looks beyond the Google position and asks:
Are more people finding you?
Are they taking action (calls, purchases, bookings)?
Are we attracting the right audience?
Here’s a little example:
🧼 The Cleaner Who Got More from Less
A domestic cleaning business in Brighton once dropped 20 places for a vanity keyword (“cleaning company Brighton”).
But after working with a decent SEO team, they got on page 1 for “end of tenancy cleaning Hove” and “student flat cleaners BN3.”
Their total traffic decreased… but phone calls and bookings doubled.
Why? Because the right people were finally finding them.
That’s the real goal of SEO.
What Google Does Recommend
Rather than looking for “guarantees,” Google recommends working with SEOs who:
Offer helpful, clear explanations (not jargon)
Have a track record (check their case studies and reviews)
Ask thoughtful questions about your business goals
Give realistic timelines and next steps
In fact, they say:
“A good SEO will help improve your site’s user experience, and help you earn more business – not just more clicks.”
FAQ: SEO Guarantees – What You Need to Know
❓Is it ever okay for an SEO company to offer a guarantee?
Only if it's about things they control. For example:
“We guarantee to send you a report every 30 days.”
“We guarantee to complete the agreed technical audit within 14 days.”
These are service guarantees, not outcome guarantees. That’s a big difference.
❓What if the company offers a money-back guarantee?
Look for the catch. Read the small print. Most “money-back” clauses are nearly impossible to trigger, with caveats like:
“Only applies if no rankings improve at all” (what does that even mean?)
“Only valid on our Premium Platinum Plan, prepaid 12 months in advance”
❓Isn’t it a good sign that a company is confident?
Confidence is good. False confidence is dangerous.
The best SEO pros are confident in their process – not in predicting Google’s next move.
❓How long does SEO actually take to work?
It depends (sorry!). But here’s a rough guide for most local businesses:
Month 1–2: Technical work, keyword research, and on-page SEO
Month 3–4: Content strategy kicks in, minor ranking improvements
Month 5–6: Noticeable gains in search visibility, leads may increase
Month 6+: Momentum builds, steady growth continues
If someone tells you they’ll rank you in 2 weeks? They’re dreaming – or scamming.
❓Can’t you just pay for ads instead?
You can – and Google Ads are great for quick results. But they stop the second you stop paying.
SEO, done well, creates a long-term asset. It’s slower, but more sustainable.
A good analogy?
Google Ads are renting a room.
SEO is buying the house.
The Bottom Line
If someone guarantees you top rankings, they’re not an SEO expert – they’re a salesman with a script.
Real SEO is about:
Understanding your business
Crafting a long-term content and optimisation strategy
Attracting the right visitors, not just any old click
Building trust with Google and with real people
It takes time, skill, and collaboration.
And while that might not sound as sexy as “Guaranteed Page One Rankings in 14 Days!”, it actually works.
Would You Trust a Doctor Who Guaranteed a Cure?
Imagine walking into a GP surgery.
You’ve got a bit of a dodgy knee. The doctor says:
“Guaranteed full recovery in 7 days or your money back!”
Would you trust them?
Or would you wonder if they’re more interested in sales than science?
It’s the same with SEO. There are no guarantees – just good diagnostics, tailored treatment, and a steady, thoughtful approach.
Thinking About SEO for Your Business?
We’d love to help – without the hype.
At99 quid websites, we don’t offer guarantees. We offer clarity, strategy, and honest SEO that gets you long-term results (without giving Google the ick).
Let’s talk about how we can get your business found by the right people – the people ready to buy, book, and become loyal customers.
👉 [Contact us today] for a free SEO review – no pressure, no fluff, just plain-talking advice from people who know their stuff.
