"Buying into SEO is a difficult process. Without at least a basic understanding of SEO, it's really tough to tell the difference between someone who knows their stuff and someone who talks a great game without backing it up with results.
Many companies looking for SEO help -- even those with a decent understanding of SEO -- try their best to shop around, but they always end up with two simple questions:
What is this firm going to do for me?
How much do they cost?"
Selecting an SEO Firm: The What, How, and Who - Search Engine Watch (SEW)
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