Some businesses have excellent marketing departments that stay on the cutting edge of new developments and technologies to continuously provide their company with the most effective and efficient advertising campaigns possible. For all other companies, their are experienced online marketing professionals that can provide their services at very reasonable rates.
There are also many unscrupulous companies out there that claim to be experts but in reality they rely on the lack of knowledge of most companies of what to expect and what to avoid. The first rule of thumb is to avoid anyone that promises instant number one rankings for competitive keywords. This sort of promise is a red flag. Instead, legitimate companies realize that it takes a calculated, concerted effort to increase search engine rankings the right way.
It is in the best interest of businesses to ask for proven results from their past and present customers. They should be able to provide their results and some references. If not, there is probably a good reason why. In the meantime you can browse the internet and do a little research to help familiarize yourself with the terminology involved in online marketing and advertising, that way you’ll be able to better understand what is best for your marketing strategies.