Like a lot of other industries out there, the SEO industry has more than its share of crooks and rip-off artists. If you don't read any more of this, just know that you need to be very careful, and not believe the outrageous claims of the less-than-reputable SEO companies out there. Be on the lookout for stuff like "We guarantee to make you number 1 on Google and Yahoo!" That is the a sure warning sign. No SEO company can make a guarantee like that.
The good news is that there are reputable and honest SEO companies out there if you want to hire one. Be aware, however, that SEO services tend to be quite expensive, so prepare to shell out a nice chunk of change. If you are a webmaster on a budget, this can be a problem.
I don't claim to be an SEO expert by any stretch of the imagination, but I've been able to do OK with the method I just mentioned -- reading a lot of SEO information and tips from various forums. It seems quite intimidating at first, but I have found that a lot of the best tips are quite straight forward and not hard to understand.
I have also found that most of the SEO work I have done involves repetitive and rather boring work like exchanging links with other sites. However, this is still one of the best (probably the best!) ways to help get your site ranked nicely in the search engines.
Download this ebook by Brad Callen and you'll find a nice shortcut right to the most important SEO tips and techniques, which you can start using right away. It's called SEO Made Easy, and it honestly does present the world of SEO in a way that is easy to understand and implement.
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