• Internet Business, Tuesday, May 13, 2008 2:16 PM

The niches that have evolved around search, from tech-focused bid management, to social media optimization and reputation management, to link building services, warrant different price models, according to Brian Turner, including pay-per-performance. And while a "one-stop shop" may offer each of these options--they'll likely be best at a select few.

"One area of failing common to SEO companies is trying to offer specialist services they do not have a real competence in," Turner says. "A common experience with this is link development work." He argues that there are a number of branded search firms that are selling link development as part of their overall package--and then "engage in link development work that is sloppy, clumsy, inadequate--or outright dangerous."

Turner counts social media as another area where search firms can show a lack of expertise. "Having a Digg account and submitting something once to Digg does not a social media marketer make you, or your company."

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