Rankings No Guarantees

How can I explain to clients that rankings can’t be guaranteed?

 

With a lot of my potential clients, the first words out of their mouth when building a site is “Can you make my site #1 on Google” This question is extremely annoying to me. How can I respond in a professional and honest manner?

Which says:-

No one can guarantee a #1 ranking on Google.

Beware of SEOs that claim to guarantee rankings, allege a “special relationship” with Google, or advertise a “priority submit” to Google. There is no priority submit for Google. In fact, the only way to submit a site to Google directly is through our Add URL page or by submitting a Sitemap and you can do this yourself at no cost whatsoever.

Matt also gives the example of  very long keyword phrase which no one is likely to search on and then explains that it would be possible to guarantee high ranking but there would be no value as no one is searching for this phrase.

Matt Cutts October 2010

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