It is obvious there is confusion throughout the business world as to how and what search engine optimisation (SEO) is about. The truth is that SEO is a complex process and because of this (like many IT issues) it is viewed suspiciously by many. It has not been helped by the SEO boom which attracted many companies guaranteeing top rankings, taking the money and then not performing. As the search engines have geared up for making large profits, the opportunity of getting good rankings for free have reduced.
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