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Part 5. Best Practices: The Dos and Don’... > Deconstructing Common Misconceptions

Deconstructing Common Misconceptions

Unfortunately, the search engine marketing industry is riddled with myths and misinformation. All too often, search engine marketers mix sales hype with facts just to make a sale. In addition, many amateur search engine marketers rely on their personal experiences rather than tested results. To help you select a reputable, reliable search engine marketing firm, you should become aware of the following search engine myths.

Guaranteed Placement or Your Money Back

A credible, experienced, and knowledgeable search engine marketer can demonstrate results from past performance but cannot guarantee future results. Why? Except for pay-for-placement (PFP) search engines, no one can guarantee top positions because there are third parties—the directory editors and the search engines—who have all the control. In fact, all the major search engines have some sort of disclaimer stating that they ultimately decide which web sites to include in their indices.


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