There is not doubt that a good SEO company can have a massive impact upon your business, and pay for itself many times over. However, it is imperative that you find the right company for you, and convey your needs as clearly as possible. Unless you tell them how and why you want a certain keyword / phrase optimised, you are opening yourself to possible confusion and misinterpretation - which can be very very costly!
What do you need?
Before you even think of approaching an SEO company you need to be clear in your mind where you see your site going, and exactly what you need to get there. By all means ask others for initial advice, but ultimately it is down to you to give the instructions and ensure that they are carried out correctly.
If you decide to look at a certain area of your market and concentrate on a particular niche, you need to be sure that you can actually get yourself noticed. There is no point ending up on Google page 20 under a certain term, when you have gambled the whole future of your site on that term - because if you are out of the top 2 or 3 pages you have no chance.
How much should you invest?
Many people fall into the trap of thinking that SEO is a one off event - it is not! You need to ensure that you retain your position on an ongoing basis, and this may mean revisiting and tweaking your site on a regular basis. More likely, in the future you may spot a new market for yourself and feel that may be another angle to add to the site, for which you may need further SEO work.
Any form of SEO is an ongoing process and you should only spend what you can afford, or do it in steps using income from the site. There is nothing wrong with taking the building block approach to your site, and adding new exposure on an ongoing basis. However, you should never take your eye off the competition and ensure that you respond to any changes out there!
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