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The following is an excerpt from the Google Webmaster Tool website...
What's an SEO? Does Google recommend working with companies that offer to make my site Google-friendly?
SEO is an acronym for "search engine optimization" or "search engine optimizer." Deciding to hire an SEO is a big decision. Make sure to research the potential advantages as well as the damage that an irresponsible SEO can do to your site. Many SEOs and other agencies and consultants provide useful services for website owners, including:
Reviewing and providing recommendations on your site content or structureTechnical advice on website development: for example, hosting, redirects, error pages, use of JavaScript, Content development, Managing online business development campaigns. Keyword research, SEO training
Keep in mind that the Google search results page often includes paid advertising and free organic search results. It costs nothing to appear in our organic search results, and advertising with Google won't improve your ranking. Free resources such as Webmaster Tools <http://www.google.com/webmasters/tools>, the official Webmaster Central blog <http://googlewebmastercentral.blogspot.com>, and our discussion group <http://groups.google.com/group/Google_Webmaster_Help> can provide you with a great deal of information about how to optimize your site for organic search. Many of these free sources, as well as information on paid search, can be found on Google Webmaster Central <http://www.google.com/webmasters>.
Before beginning your search for an SEO, it's a great idea to become an educated consumer and get familiar with how search engines work.
If you're thinking about hiring an SEO, the earlier the better. A great time to hire is when you're considering a site redesign, or planning to launch a new site. That way, you and your SEO can ensure that your site is designed to be search engine-friendly from the bottom up. However, a good SEO can also help improve an existing site.