For the past ten years or so, SEO has been increasing in interest and proportionately in practice. Albeit there are many search engine optimization firms and agencies practicing the marketing art of SEO, many of them don't really understand what to do or how to do it to achieve successful results. Rather, their efforts are derived from picking apart advice and tactics mentioned on a plethora or forums and newsletters. Also, be sure to have a good PPC program running that benefits SEO and vice-versa to gain the most from search engine traffic possible.
Marketing company X may be skilled, but is marketing company Y also technically equipped with software/hardware and expertise to succeed at the highest optimized level? This is a question customers need to ask and figure out, since it is an often overlooked element (perhaps due to one's level of understanding or knowledge in the search marketing space). Either way, my advice about SEO is to realize that its an art concatenated with a science wrapped up in a reverse-engineered riddle, one only the most adept will reap competitive benefits from.
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