The article contains some useful information on setting up a business website. However, after detailing how important search engine ranking has become it offers this sage advice "Finally, don’t waste money on so-called Search Engine Optimization (S.E.O.) specialists." It then goes on to say some SEO practices can get your site penalized in the search engines.
This is, in fact true. Aptly named 'Black Hat' SEO practices can cause you problems. However, following Amex's logic we should also say:
- Don't waste your money on a mechanic to fix your car.
- Don't waste your money on a carpenter to build your house.
- Don't waste your money on a doctor to treat you when you are sick.
Every profession has a few members who are either dishonest, incompetent, or lazy. To characterize an industry by these few individual's is WRONG.
As with hiring any professional - you need to do your home work. There are a number of articles online about hiring a SEO service. They will help you avoid the few 'Black Hat' services that plague our industry.
Getting SEO right can help you get the top search engines positions. Getting it wrong can cost you your business. Do you want to bet your business that you can do SEO better than a professional?
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