GREAT rant from Paul Carpenter on Dave Naylor's blog: "We’re hated because people need a bogeyman to blame for their failure to have a problem business plan or to hide their own corner-cutting. Much easier on the soul to blame your SEO then take a long, hard look at your business model right?"
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Not SEOs are hated but crap that is perceived wrongfully as SEO.
Actually SEO is misunderstood, when any small business has a website, SEO is the first building block that must be in place, so the next steps will fall together like a puzzle, all fitting perfectly together.