Why partner with a professional search engine optimization and Internet marketing firm? Can't I just do it myself?

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Why Hire a Search Firm vs Doing it Yourself:
SEM partner vs Google tools
limited set of tools
SEM over time
Knowlege of industry, client experience
ROI tracking lifetime approach of customer
Future of Search Engines:
Google getting press (Alta Vista, then Yahoo most popular)
Yahoo dropping Google and using own
broad = other opportunities
Google algorhythm change in Fall, ranks changed
If both organic and paid = bouble barrel visibility = credibility

How to Determine Success:
ROI tracking lifetime approach of customer