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  • If you optimize your site for the wrong keywords you’ll get the wrong visitors.
  • If your landing pages are poor or don’t match the visitor’s expectation he will click away.
  • Your visitors need to know what to search for. If your product or service is so new that no one has heard of it, chances are that no one will be searching for it.
  • If you have a lot of online competition you need to put a lot of effort, and cost, into getting high rankings.
  • There’s a difference between “search engine friendly”, which involves doing the basic things so that your site will be treated favourably by the search engines, and “search engine optimization” which involves doing a lot of ongoing work and experimentation to push your site up the rankings.
  • If you want SEO don’t expect that it can be tacked onto a web development project for free by “adding a few keywords to Google”. You need to pay for it.
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