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Search engine optimisation is the latest buzz word in web design. People are so desperate to get their site ranked ahead of their competitors that they often fall for expensive services that make promises that sound great on paper but will probably not be the best use of your budget.
If a website is designed / redesigned correctly to start with, SEO should take care of itself. If you are currently going through the process of choosing a company to either create a new website, or update your existing site, SEO should be one of the PRODUCTS included within the price. If it is not you are wasting money, as you will either have to pay to have the site modified later on when you realise it is not performing to your expectations or completely start again with a redesign.