There are so many things to consider when optimizing a website but one thing is for sure; find a company that specializes in SEO. Beware of those who offer this as an additional service because you might just be getting yourself in to a bigger mess.
We usually recommend working with companies who have a long history with SEO and a strong portfolio of successful campaigns. Ask them how they measure a successful campaign and how you will be able to view progress on your rank, after all you ARE paying for it. Also, be weary of those who offer top rank guarantees. Imagine five of your competitors all fighting for the top spot and all five have been guaranteed that spot. Yeah right!
At Inyerface, we can ensure that your website is search engine ready, but that only means that we've coded the site correctly, and in valid XHTML, but we can't guarantee ranks. And remember to run the other way if someone tells you they have an insider at Google or some other trade secrets that no one else has. This isn't television. It's your business, and it's real life.
Sources:
http://www.mirnabard.com/2010/01/7-questions-you-should-ask-your-seo-firm/
http://www.mirnabard.com/2010/01/5-seo-scams-to-avoid/
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