While price can (and should) certainly be a factor in the SEO decision making process, it should not be the primary factor. Unfortunately many companies who think they are saving money when making SEO decisions find out later that the actual costs of doing SEO wrong can make the savings pale in comparison. Worse yet, firms that focus primarily on price will sometimes unknowingly embrace methodologies that put their site at great risk for penalization and at best do not get the anticipated results. Meanwhile, those who abandon SEO entirely due to a single bad experience leave the channel wide open for their competitors, who are usually happy to take advantage.
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