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I'd say SEO is rocket science.
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Yep I have to agree, with the way search engines change to weed out the spammers, you could spend all day just reading and learning.
I have been spending hours and hours researching SEO, and I'm in the business of website building so I've had plenty of websites to try out different things on.
I think that quote you got is pretty high, they aren't really offering that much. $850 would be closer and even then, I suppose it depends on the size of the website.
The key to search engine rankings is not doing a big blast, and then forgetting about it, it's doing all sorts of things at a steady rate, month after month, which of course is great if you have the time.
My star website for optimisation is one that sells gemstones and jewellery. I just checked the visitors for
Jan 06 was 1809 with 415 different keyphrases used to find the site.
Jan 07 and the site had 5748 visitors with 1477 different keyphrases.
The page rank is only 4, but it doesn't seem to matter, it's being made up for by the keyphases,
So thats a little over 3 times as many visitors, and about 3 times the different keyphases.
I have concentrated on not getting just any visitors, I wanted visitors that would buy.... the owners just gave me a bonus equal to what they paid me last year. I'm really jazzed about. And doubled the hours I do a month.
I have worked on that website for 2 hour's every other month using various SEO techniques. (actually it's a bit more than 2 hours, but I get carried away

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I've decided I'm going to just do SEO, they reckon that the happiest people in the world are the ones work doing what they love... anyway enough bragging... the morel of the story is,
do it often, and if you don't have the time or the knowledge pay someone to do for you.
Holy cow, I just realised that the price was £ and not USD, worked out what £1850 is in New Zealand $$. Man thats way outpriced. can read what they said they would offer, but whatever it was it's far to much.