I can't tell you how many marketing and PR firms approach me, expressing concern about Big Shoulders Coffee and it's SEO strength. They usually offer a complimentary service to diagnose the "problems" we're having. They're really good at selling snake oil. It's a heck of a scam they have going. The benchmark for success (theirs) is generating a first page hit to any search. That doesn't necessarily meet my goals. My yardstick is revenue. That is something I can measure pretty easily. While new "friends" are always nice, that doesn't always mean a new customer or promoter. That's problematic. I've learned that pretty much all of the work done by these firms is stuff I can really do myself, do better and be more authentic. While I may not be tech savvy, I know our customer often by name mostly by recognition. I express my gratitude to them. That's pretty genuine.