While the nature of marketing web sites has continually evolved from a focus on optimizing text to include an array of media optimization such as images, audio, video and content delivery formats like RSS and mobile, there continues to be a significant value in basic SEO.
In many cases, small businesses or small web sites especially, there’s a lot the site owner or webmaster/developer can do to improve the search engine friendliness of the site, i.e. fundamental content optimization, before pursuing outside help. However, those that do end up outsourcing on-page optimization and link building often do so because of a lack of resources or the desire to leverage expert experience to avoid big mistakes that can end up costing more to fix than a SEO consultant in the first place...
http://www.toprankblog.com/2007/10/search-engine-optimization-basics/
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