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I was thinking of metatagging the site myself, but thought professional expertise might be helpful for a larger web site.
If anyone has an objective recommendations for a good SEO, I'm all ears.
[edited by: agerhart at 3:47 pm (utc) on July 8, 2003]
[edit reason] removed site specifics [/edit]
If you don't know SEO that well then I strongly urge you to learn as much as you can about what NOT to do as well as what should be done.
When you begin the process of interviewing SEO firms/people for the job, be prepared to ask lots of questions. And then be prepared to listen to and understand the answers. The potential contractor should be able to explain what they intend to do such that you'll understand it.
As far as cost goes, if the site has never been optimized and your market is competitive - expect to pay good money.
If you're looking for someone to not only optimize the site but also to help you manage your ad campaigns and help you understand how to realize your ROI - expect to pay even more.
Consider it an education and be prepared to learn fast. All in all, they're selling knowledge as well as their services and there isn't a textbook out there that can teach you what a good SEO/SEM person has learned on their own.