The absence of a reliable resource in creating an honest to goodness checklist for evaluating search expertise and potential partner disciplines has led to plethora of less than adequate and overtly biased data coming to marketers.

Of course, there are guides or annual reports to help you find potential experts in their field. Often, the "guide" publishers have search marketing firms on their client list and protecting their buttered bread takes priority over offering sound advice. Numerous websites offer listings of highly ranked search experts that pay nothing more than a fee for said qualification.

Well, I can't just stand by and let these sorts of things go on. My own interests as an agency employee be darned, here I come to save the day. Spare me the guides, tutorials and rankings: here is a no-nonsense checklist for getting search assistance.

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