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338 • Some of these networks also sell traffic to your competitors, meaning that you could be paying to set up networks that drive traffic at competing websites. • Some of these networks may require a down payment that takes many years to pay itself off. After they already have your money, there is no guarantee that they will care about you. • When your clicks run out, you have to pay again. • If you decide not to renew, then, in the end, you paid to create another competing website that will continue to drive traffic at competing websites. One-Time Fee for SEO on Your Site Some niche fields have little competition. If you do not have many competing websites in your field, you may be able to rank well by doing on-page SEO, performing a bit of directory registration, syndicating a couple of articles, and getting a few other quality links. In niche fields, you may be able to get by with only paying a one-time fee. Most quality SEO services (even for a niche site) will cost over a thousand dollars, since there is great value in it. Some people who do not realize what their services are worth may charge less, but if you pay only a few hundred dollars, you stand a good chance of wasting time and money. If a marketer does not know how to effectively sell themselves for anywhere near their market value, why trust them with control of key marketing aspects of your business? Ongoing Fees for SEO If you are in a competitive field, doing a good job of SEO may require ongoing fees. Many Internet marketers also require a down payment before they begin work. The competitive nature of the market will determine what rates work. Some SEOs will be cheaper than others while some charge a hefty premium for their knowledge and experience. If you are in a field such as gambling or pharmacy, then the associated SEO fees are going to be much greater than they are for a person selling pillows, dog toys, or knitting supplies. Size of Firm As an individual consultant and partner in a small firm, I am somewhat biased in saying that I think small SEO firms generally do a better job than larger ones. Having said that, I would hope I have earned your trust enough to see why I have that belief. There are a lot of problems with scaling out to a large SEO firm: • Most people inherently are not going to be as creative or knowledgeable as the best search engine optimizers.