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Does anyone have any no no's or things that are essential in starting SEO and SEM?
Well I'm sure there are hundreds of no no's...
Main one is don't fall for quick ranking or "link" package schemes.
You are better to find a company/person that also has good HTML/CSS skills to first make sure the site you are promoting is up to par as far as code, structure, content, properly optimized pages, and is seo-friendly. Then it is a matter of looking at your niche and your competitors to see how/why they rank where they do and devise a plan from there.
Things have changed and they will continue to do so. Be careful, work slowly and methodically in the plan you take. Most of the time this can be a slow proccess (depends entirely on your niche/competition), so be patient.
this post in the google search news forum called Google Hot Topics - FAQs [webmasterworld.com] contains links to an essential list of threads that you may want to scan through.
it should give you an excellent crash course on many of the issues you should be aware of.
That information doesn't have to be given, and we CAN'T recommend a company because it violates the Terms of Service.
And you can't solicit for your services either - and if you try to by PM it's spam and you're history.