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How can i determine the best SEO for my new website?

I am in the process of working with a company to redo my website. While most of my business is through referrals, i would like to understand this a bit better so that i can direct those who are building my website. I own a HR outsource company for small to midsized business in California.

www.rbaruchandassociates.com

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Not to echo Joseph completely but anytime someone tries to show you the short cut to the top of Google, you should show them the short cut to the door. 

A few things to make sure you're development team includes in this redevelopment:

Update content regularly, make sure each page has a unique and relevant title and the tried and true keywords list in your page head are all things to consider as part of your SEO strategy.  

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