Lets face it, the world of SEO is a crazy and confusing realm. Google constantly changing its algorithm and how important it ranks things makes for a never ending battle to keep up with the latest changes and quickly adapt you web page before it suffers the consequences. It a tough gig for SEO's. It's hard enough getting a page ranked on Google for 1 keyword not to mention 5-10 like the client usually wants. But once you reach the coveted first page you've just begun the never ending journey of trying to keep it there.
There are a lot of SEO companies out there. ALL claiming to get you ranked. There are a many tactics and approach's a SEO can have, so its important to find out your SEO's approach ahead of time. You don't want to be on the losing end of a Black Hat SEO campaign. The real problem is that with the ever changing rules of Google your SEO may think they're doing something good for you, because it probably was a few years ago but in all actuality may be hurting you page rank.
Google thinks ALL SEO is Black Hat and is ultimately fighting for a spam proof search engine where the top spot is earned by the best website and can't simply be bought for a few thousand dollars (they have pay per click adds for that). There are a lot of factors involved in Search Engine Optimization and they are constantly changing. That's why it is best to hire a professional SEO company that knows what they are doing and can keep up with all the constant changes.
The approach your search engine optimization firm takes will have long lasting effect on your webpage and your web ranking.
For more information on what a Good Search Engine Optimization approach is contact
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