Everyone no doubt has received emails and phone calls from search engine marketers claiming they will guarantee a “Top 10 ranking.”  But what, exactly, does that mean?    What they’re claiming could be true, but are they stretching the truth? In a big way.

Types of Rankings

There are two types of search engine rankings – sponsored and organic.  Sponsored or paid link positioning is dependent on several factors, among them your bid price, daily budget and quality score.  Google, Yahoo and MSN (more specifically, Google) advertisers jockey for position by updating variables in their account to maintain their superior placements.  Competition affects position, which in time may necessitate budget increases.   Whatever you put into your account money-wise is what you’ll get out of it.

Organic listings are those you see on the left side of your search screen, generally 10 to a page, with a header, 2 line description and URL.  When search engine marketers promise that “top 10″ ranking, they’re referring to organic listings.  A top ranking is the holy grail for businesses and successful search enging marketers because it means purchasing sponsored ads becomes redundant while your visibility is optimum.  This is where search engine professionals make the big bucks.

The “Top 10″ Reality Check

Achieving a “top 10″ ranking in organic listings is a challenge because,  if you’re a small business, surpassing your competition – especially if you’re not a “niche” business – is going to take a long time.  Just do a search on one of your business’ keyword phrases and see how many results you get.  Perhaps millions. That is what you’re up against. It’s mighty daunting, to say the least.

So … How to Do We Get There?

First, don’t hire anyone who finds you through spam mail, your domain registration or any other completely non-solicited source.  While the promise of “Top 10″ is seductive, results are inconsistent, depending on the methodology. Do your homework through offline referrals and/or online reviews.

Secondly, with search technology moving so swiftly, tactics employed are in constant flux.  You will never find a search marketer whose methods work 100% successfully; there’s always an element of “crapshoot” in the process.  As a result, results can vary from month to month, even day to day. SEM is a long term process. Rome, or in this case your organic ranking, was NOT built in a day, a month, or even 3 months.

Thirdly, as is the case with other products and services, you get what you pay for.  This isn’t to say that the highest priced agency will be the one you should contract, but that legacy and track record as well as pricing should enter into your decision-making.  And if your business is restricted by geography, it’s important, though not essential to find a search engine marketer acquainted with your region.