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What guarantee should I expect from an SEO company?

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That's a tough question. Primarily, they should be able to show you a list of other sites they have helped and that help should reflect in Google Search results. In other words, they should have a proven track record and when they present their analysis to you, they should be able to back it up and explain not just the what but the why as well.

One thing to remember, your site might have the best SEO on the planet however if you don't have good content, people won't look for you using organic search and they also won't link to you so in the end, you won't get the traffic anyway.

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