An SEO expert in 2001 is not necessarily an expert in 2007. In the early years, there were very simple formulas that would practically guarantee top rankings. Many SEO ?experts? came out of that era and have no clue how to generate rankings in today?s world. When interviewing SEO consultants, make sure and ask for their current success stories.

When you talk to an SEO consultant and he/she seems focused on specific little things on your site such as keyword density, meta tags, etc., move on. If he/she seems overly focused on inbound links, move on. If he/she is focused on implementing a strategy that makes people want to come to your site and stay there, you may have found one of the few SEO experts that know what they are talking about.

A good SEO strategy predicts where the search engines are going and moves a web site in that direction. It is obvious that search engines are getting smarter and will continue to do so. At some point, search results are going to be very relevant. That means that you need to make your site as relevant as possible if you want consistent rankings in the future.

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