We tell clients all the time that we will help initiate a program to improve search results and help find the right keywords to use throughout their website. We also say that the rest is basically up to them. And because they are using a web content management solution (Marketpath CMS... of course) ongoing SEO is about producing lots of relevant content that engages website visitors.
In his blog entry Three SEO Myths Debunked, Mike Volpe wrote 'If I had $100,000 to invest in SEO, I would hire a journalist to create lots of articles and videos, not an SEO consultant.'
There is only so much code tweaking you can do to optimize a website for search. Hiring a firm on retainer to provide SEO consulting is like hiring GM on retainer to fill your gas tank once a week. You definitely need GM to build the car but it is cost prohibitive to have them filling your gas tank.
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