I have encountered people who boast about being masters of search engine optimization. They make claims that search engine optimization is so easy that they can get keywords to be listed within one month, some even by days! Are they speaking the truth?
Yes, it is definitely possible for keywords to have good rankings on major search engines within months, some even days. But that depends on a lot of different factors. For examples, the competitiveness of the keywords, the age of the website, effectiveness of the keywords (i.e. whether the keywords have any search volume at all), are just some of the factors that determine the difficulty level of a search engine optimization campaign.
Therefore to say search engine optimization is an easy task is not truth at all. If the keywords to optimize are very competitive, do you think that the person who makes the claims can still boast that he or she can get the keywords to be listed on top rankings within a few days for sure?
Then there are people who claim that they can guarantee top 3 positions always for any search engine optimization campaign. My question for them is, are they from Google? Or Yahoo!? Or MSN? These search engines control their own databases, and it is common to find that one day Google just dropped your listing for no reason at all. So how is it possible for someone to guarantee a certain position forever? Search engine results do fluctuate so it is not surprising to see your keywords get kicked out from the top positions at all.
Therefore, if you happen to meet someone who makes big claims about search engine optimization, you need to beware. Do a bit of research on search engine optimization on your own before you engage a freelance or a company to handle your search engine optimization campaign. This will at least give you a basic idea about search engine optimization and not being blinded by their over-the-top claims.