So Dafforn serves up some SEM knowledge with a Halloween spin, comparing teenagers who don't really dress up but
expect treats anyway to "clients who expect significant results but who are unwilling to take even the most elementary steps toward earning that candy."
As a kid, receiving "that little
bag of self improvement" with toothbrushes and dental floss was almost like getting a trick, he says -- and similar to the reminders SEM companies deliver when you don't keep up the SEO strategy.