If you think SEO is the end-all and be-all of this modern age, you'll be very interested in this column today on ClickZ by Mike Grehan. Mr. Grehan is the founder and CEO for Searchvisible Ltd. and is recognized as one of the foremost SEM experts. It's worth reading his story from beginning to end about a client who went through the phases of SEO only to be left feeling he needed something more and/or different… better?  But here's an excerpt I pieced together for you which gets to the point of greatest interest to me:

A couple years back, I'd carried out the usual SEO (define) audit and provided a recommendations document. I also put him in touch with a few SEO shops to assist with carrying out the initial recommendations…my former client absorbed every recommendation I made…  He was very excited about the results he was getting. And then came the quarterly meeting with the SEO guys… After evaluating what he and his team had achieved in-house by actively promoting the business online versus what the SEO guys had achieved in the same period, he decided to part company… So having listened to the history since I had last worked with the client, I realized what he really wanted from me this time was a recommendation for a good, creative online marketing and PR company. This he was prepared to spend money on.

Underline emphasis added. BTW, looking for one of those yourself? If so, you've arrived.

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