Reputation management firms will say that they provide search engine optimization for your current website and any other websites that you wish to promote via "page stuffing" or "keyword loading" or many other techniques that may be effective for a month or two, but are not sustainable and will get your site removed altogether. Altogether? Yes!
Do not fall for these scams as the only way that Google and the other search engines will ever rank your website high in their indexing is by using a proven developer, a reliable host, a legitimate domain name registrar and by having the website correctly built.
Can anyone do this? No! Why not? There are too many variables and the complexities of each search engine's algorthm as well as the legacy of each of the variables above. Even if you find someone to design a nice site, that is hosted with a cheap hosting company and there is no search engine support you can kiss your chances of being found goodbye.
Google, Bing, Yahoo! and the rest are always looking to improve their services and results so sometimes you'll get lucky, for awhile, then the competition changes and you're washed away.
As well, it used to be that you needed to worry only about positive keywords and phrases to associate with your website, however, this is no longer the case as you better protect yourself and your business from negative keyword exposure and negative domain names as zealously as possible. If not, damage control AFTER the fact is much, much more expensive than a pro-active strategy.
In closing, the best analogy I can make is this: search engine indexing is much like growing fine wine grapes in that there are a ton of variables, including the length of time the vines have aged (or been on the web as it were - we're going on year number 16 so that is ancient and legendary in web years), how the grapes are blended, stored and many, many other things that all have to be mastered or else you'll be drinking vinegar.
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