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I couldn't agree more with Trond on this. Some of my favorite quotes from it: "SEO should never be viewed as a cost. It’s an investment." "While you might see only the attractive top ranking on Google as the impact of your SEO, there are a hundred unseen elements at play, all working in concert to deliver the collective impact of intelligent optimization." "If an SEO consultant delivers a boost in sales and profit that’s 5, 10 or 25 times what you paid, it didn’t cost you anything!"
Glad you liked it, Casey! :-) Kind regards, Trond (author)