Puffery

By Deirdre Cavener, MCP

Puffery as a legal term refers to promotional statements and claims that express subjective rather than objective views, such that no reasonable person would take literally.

"We guarantee you top placement on Google!" = Puffery

Don't let your hard earned dollars go up in a puff of smoke.  Knowledge is your best defense against the puffery occurring at every business networking meeting, direct mailing campaign, internet advertising campaign, telemarketing call, etc.  Be able to talk the talk when someone tries to sell you "puffery".

Search Engine Optimization Field Infested with Puffery

Puffery is rampant in the Search Engine Optimization (SEO) field.  I am not sure where it started or why it started.  Maybe because there are only a select few that truly understand how it works.  The only people you should trust with your SEO are those that have been in the trenches for years, have solid technical, business and marketing experience.

People trying to sell you puffery are out for one thing and one thing ONLY ... your money!

Half Science / Half Marketing

Search engine optimization isn't something you can learn from taking one class, reading one book, etc.  It is a process with a million little pieces.  For example:  search engine algorithms are computer programs. If your SEO company doesn't understand programming and doesn't have anyone on staff that has actually been in the field, they simply can't understand the science side of the process.  Just as important is the marketing aspect of SEO.  If you don't understand what your customers are searching for and what problems you are solving for them all of your work is for naught.

Buyer Beware

If anyone approaches you or calls you and makes a statement about Google, Yahoo, or MSN and includes the word "guarantee" do NOT do business with them (puffery).  No one can guarantee anything in regards to another company ... ever.

There are no tricks to successful SEO.  It is a somewhat complex set of puzzle pieces that must be aligned for success.

The Power of a "Credible" Link

Linking is by far one of the best ways to boost your search engine placement but not every link is created equal.  For example: a link from a credible website (length of time online, ranking, etc.) tells Google, Yahoo, and MSN that the site is good and therefore gets a thumbs up.  A link on a website that isn't considered credible can actually hurt your websites placement.  Be very careful who links to you and who you link to.

Organize, Organize, Organize

Your sites navigation is another puzzle piece.  The site should be set up like you would a book with logical links forming the whole. Utilizing heading tags to emphasize content.

Title Tag ... For the Engines & Your Customers

This is a big puzzle piece.  Every page on your site should include a title tag that is less than 64 characters, is easy to read, includes page based keywords, and if applicable your location.

Examples:

• Certified Public Accountant Tampa Florida

• Italian Restaurant Pinellas Park Florida

• Personal Trainer Clearwater Florida

Conclusion

In conclusion, do your due diligence and hire a company with a proven track record.  Anyone in the SEO field should openly share with you their plan of action and teach you in the process if you are open to it.  People that are professionals share their knowledge and are concerned with YOUR success.