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When an S.E.O company tells you they’ll rocket you up the rankings lickety-split – it is not difficult to begin visualising the bucks rolling in and be encouraged to press the ‘go ‘ button. In fact, a fast ROI needs to be a great thing, right?

Poor quality S.E.O meant that Go Compare lost its rankings, and auto insurance suddenly became extraordinarily tricky to compare. But as GoCompare.com uncovered there’s a lot of difference in quality when talking about SEO services, and adopting a ‘get rich quick’ method might end in tears.

Here’s how their S.E.O disaster unfolded:

GoCompare.com is a UK website that compares cost for car insurance. After extensive, solid SEO work over a time period, it ranked one on Google for the desirable term: “car insurance”.

This meant that 17.49% of people searching on that phrase made a trip to the site. As you can appreciate, this amounted to a big volume of traffic as “car insurance” is an extremely well-liked search term.

On Jan 28th-2011, GoCompare.com lost its coveted number 1 ranking overnight. The reason?

The rationale? Google’s procedure had became aware of a dubious technique for creating back-links (incoming linking) to the site. It seemed that, GoCompare.com had overused the pay-per-blog methodology, which provides links to a site for a fee.

And after GoCompare.com’s dodgy S.E.O was discovered. From it’s rewarding number one position, it plunged to obscurity – on the 7th Google search page.The results were terrible. Traffic was slashed by 87%! Rather than 17.49%, only 2.31% of folks looking for “car insurance” went to the site. As well as this distressing drop, there had been the added impact of the gains made by GoCompare.com’s competitors.

In it’s free, ‘natural’ results, (as opposed to the paid AdWords section), Google serves up sites that have real trust and identity. A sign of trust is the number or other websites that link to your website. When a site PAYS for incoming links, it’s not a real portrayal of the site’s standing in the Web community. It suggests your website is not ranking well because you offer top quality copy on the exact topic, but because you paid some other websites to direct to you.

Quality SEO requires time, as anything else that is worthwhile. It is a big investment, and Internet marketing companies should treat it as such.

At our Web Marketing Brisbane agency, our approach is to build web-links in a natural way, and to develop strong, SEO friendly copy on your Internet site that delivers real value for people who find it. Here at our Internet Marketing Agency we ensure steady success in the relative short term AND for several years to come.