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First let me explain the principle. SEO is search engine optimization and it is a necessary thing for any business just starting up. The idea is that when any body on-line types in certain words the relevant search engine looks for matches but usually there will be thousands. As people will rarely look further than the first two pages, you need to try and ensure that yours are on the first page. This is a process that is referred to as SEO, and expert SEOoperatives are collectively known as SEO specialists.
It is not good for your business though if the web pages, articles or anything else does not appear professional and so the expert SEO practices must also reflect this. You cannot just have keywords inserted randomly in any text; they must be coherent, relevant and grammatically placed in order to maintain the look of professionalism, which all of course reflects on your business.
There are some SEO specialists who just do what they think is expected of them, they will certainly put the keywords you want in the best places to get picked up by the search engines but if they are not done with a little care the articles can appear irrational, confusing, possibly even unreadable. If this occurs then, yes people do get to see your pages but will turn away long before they get the message that you are trying to put across, it could even be that they consider your business unprofessional and in fact avoid any future dealings with it. This of course is the exact opposite of what you wanted, yet the expert SEO operative did succeed in doing what he was primarily hired to do.
It is therefore best, where possible, to try and find out something about your chosen SEO specialist prior to hiring them. Perhaps ask for references or even examples of their work. Good expert SEO techniques are essential to a newly opening business but only if those techniques are used in a professional and literate fashion, otherwise they can cause your business more harm than good.