I got spammed today by a Search Engine Optimization (SEO) firm, guaranteeing me “Top 10 search engine results within 30 days!”

Such hogwash! We’ve had several clients lose money to hucksters like this.

But then I thought, let’s be a bit more constructive. SEO is a valuable and valid discipline.

So here are my five marks of a legitimate SEO firm.

1. They should have high ranking on terms pertinent to search engine optimization, like, say search engine optimization :-) If they can’t do it for their own site, how would they be able to do it for yours? (Incidentally, the #1 result on Google for “search engine optimization” is a company called SubmitExpress)
2. Their programs should be conducted over a reasonable period of time to get results. Getting high search engine results doesn’t happen overnight—or even over several weeks. A six-month period is reasonble.
3. Results should include a broad set of pertinent search keywords. Any SEO firm worth their salt will do an analysis of keywords both on your site as well as those that your prospects are using to search. They will use this information to create a matrix of search keywords to target. Ideally, an SEO firm will target 50 – 200 keywords or phrases.
4. They shouldn’t participate in any “dark-hat” SEO activities, like link farms, hidden text, cloaking, or other activities designed to game the search engines. These techniques can get your website banned from the major search engines if you’re discovered.
5. Your rankings should be sustained for some period of time. Once you get your top search engine rankings, you want to maintain them. This can help counteract #4, as well, because a lot of the “dark-hat” strategies can get you high rankings for a short period of time. I’d look for 6 months of sustained rankings at least, with options available for longer periods.

If you’re interested in learning more about search engine optimization, there’s a great guide, Intro to Search Engine Optimization, at the highly-regarded Search Engine Watch. (The article is, by the way, result #11 on a google search for search engine optimization).

There are no secrets to Search Engine Optimization: it’s a known formula that takes a lot of work to accomplish and to maintain.

If you’re interested in getting help with it, make sure to hook up with a reputable firm.