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While reputable SEO firms or companies can provide their clients with valuable services, others use unethical means, which have given the industry a black eye. Practices that violate Google guidelines may have a negative impact on your site's ranking, and even risking the removal of your site.
There are several popular scams out there that some SEO firms or companies use. The best way to avoid using the wrong SEO firm or company is to do your due diligence on the firm you are considering hiring.