The big problem with Search Engine Optimisation is that there can be no guarantees accompanying your investment.  Being in the top 5 search results for your key terms is difficult to achieve and with a swift change of the Google algorithms can render your investment void.

The website owner understands the need for SEO, but fears the risk of low return on investment.  Removing that risk and allowing the site owner and the SEO expert to share rewards in the lift of business achieved from improved search results, is the likely future for SEO.

If the site owner’s goal is to get more people to attend an event, donate money, purchase a product or generate sales calls, it is now really easy to measure where the sites traffic comes from and calculate the lift in business coming from search.

Using the model of Pay Per Goal SEO the site owner needs to be generous in the reward on offer, as the SEO expert has taken 100% of the risk.  The SEO expert needs to have the confidence they can affect change quickly.