In this article Paul Boag explains why you should not spend money on SEO if you want to be number one on Google.
No More Excuses
I realize this is a big cultural shift for many organizations. Marketing teams will feel they are losing control, the person responsible for blogging will feel out of their depth and the experts may resent being asked lots of questions. However, what is the alternative?
For better or worse, Google demands good content in return for high rankings. Pretending that SEO companies can magically find a shortcut that allows you to avoid this tradeoff just isn’t going to cut it.
If you care about how you rank, it is time to take responsibility for your website’s content. Once you overcome the initial hurdle, you will find that producing quality content on an ongoing basis becomes second nature.