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Either could be just as true, and you can't always tell which SEO company will be unscrupulous. They are masters of the spin, after all. I have resolved to never use the services of an SEO company. Having both been burnt and worked in the industry itself, I would rather not work on a project that relies on "SEO" for important revenue at all. As noted above, it is a fickle and ultimately brittle way to prop a business up.

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