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MikeTek writes "We should all know by now that rankings in and of themselves don't have any inherent value. It's rather a well-worn topic - one Rand covered effectively in his post on why reputable SEO's don't guarantee search engine rankings.

The thing is, SEO firms are still out there advertising "guaranteed rankings" or touting the exponential increase in "page one rankings" they've built for their clients. There's a knowledge gap, and a big one at that, between the average small business owner and SEO firms. What sounds better? "
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